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History of MFI
In the early 1980's, in Adel, Iowa, a family owned company by the name of Ala-Carte began to design, assemble, and
market vending pushcarts. The business was founded on the idea of vending on wheels. Sales had grown to over one
million dollars by 1990 when a fire destroyed substantially all of the company's finished goods, inventories, and
production equipment. Then the founder's health began to fail. This combination of tragedies preceded the decision
to sell the company known as Ala-Carte. The company suspended all production in 1992.
Jerry and Janet Mayer learned of Ala-Carte through a business broker in May of 1993. Within a week, there was an
asset purchase deal and the Mayers went to work to resurrect the business. The Mayers formed Merchandising
Frontiers, Inc. (MFI) and a new 31,000 square foot facility was built in 1994 in Winterset, Iowa. In February of
1998, the building was expanded to 62,000 square feet to accommodate the sales growth.
It was a long process for the Mayers’ to get to that fateful day in May of 1993.
Jerry and Janet Mayer grew up in Iowa and met at Rockwell International in Cedar Rapids where they both worked.
In 1987, Jerry was selected as the Division Director of Operations for the Satellite and Space Electronics Division
in Seal Beach, California. With the aid of a corporate helicopter, twelve hundred employees, and two facilities, 
Jerry managed the organization that fabricated and tested the GPS satellites. Life was good, but the Mayers were
not really happy.
Soon after the Mayers moved to California, two things became very important to them: moving back to their beloved
Iowa and owning their own manufacturing company. An opportunity for them to achieve these goals presented itself
in 1989. Jerry joined the fastest growing company in the US, Gateway 2000, a relatively small computer manufacturer
in N. Sioux City, South Dakota. With Jerry as Vice President of Operations, the company changed from building one
computer at a time, like it had done since it was founded in the owner's garage, into an efficient cellular
manufacturing facility. Employment grew from 450 employees to 1,200 employees. Meanwhile, with the entrepreneurial
spirit burning in their hearts, the Mayers embarked on a long and diligent search for the perfect company to buy.
The search process included over 400 hours in the library, 1,200 phone calls, 1,150 business letters, and 20 trips.
The search ended that fateful day in May of 1993. Purchasing the assets of Ala-Carte and founding MFI was the
result of many years of large corporation experience and entrepreneurial dream realization.
“MFI history began here, it now continues with you.”
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Merchandising Frontiers, Inc., 1300 E. Buchanan, Winterset, IA 50273
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Phone: 1-515-462-4965, Fax: 1-515-462-4962
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