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Myfoodlink Grocery & Liquor eCommerce Platform opens up the retail media opportunity to independent grocers and their supplier brands with CitrusAd partnership

Myfoodlink Grocery & Liquor eCommerce Platform opens up the retail media opportunity to independent grocers and their supplier brands with CitrusAd partnership

(Hobart & Brisbane, Australia) 25 October, 2022

Australia’s No 1 specialised grocery & liquor ecommerce platform, Myfoodlink, continues to support the independent sector with a new partnership with world-leading and home-grown retail media tech company, CitrusAd. Today’s announcement marks a major step forward in enabling smaller retailers to win their fair share of the retail media revolution.

One in four of all independent grocers and liquor stores use the ecommerce and web platform that has grown a massive 300% since the start of covid. Myfoodlink is committed to making it easier for such retailers to deliver world-class ecommerce experiences to their shoppers. By opening up retail media opportunities to independent grocers, they are able to off-set some of the high costs that such operations incurs.

The CitrusAd platform enables brands to engage shoppers at the point of purchase – growing brand awareness through banner advertising and driving sales with sponsored product advertising. Founded in Australia in 2017, the company is now delivering retail media programs in over 30 countries across APJ, the Americas and EMEA.

“As the leading provider of E-commerce platforms to the independent liquor and grocer sectors in Australia and New Zealand, Myfoodlink is delighted to partner with CitrusAd. The partnership allows suppliers to advertise directly to the digital front ends of our network of over 2,000 real world independent liquor and grocery stores. For our independent store partners, that means, for the first time, they can monetise their digital platforms and access the content and promotions being created by 1,000s of suppliers. It’s a terrific win-win for the independent sectors and the suppliers.” explains Nathan Males, CEO and co-founder of Myfoodlink.

“MyFoodLink is a perfect partner for CitrusAd as they help us with our mission to make retail media available for everyone – not just the Tier 1 retailers who have been the early adopters in this space. Independent grocers can now have a stake in the retail media revolution and brands can reach shoppers across multiple retailers with the convenience of a single buy” adds CitrusAd’s Regional CEO for APJ, Rob Odd.

Myfoodlink is now a key digital partner to the Independent Grocery & Liquor sectors across, eCommerce, web and Digital Integrations.


Myfoodlink was founded 10 years ago by co-founders Nathan Males & Julian Russell with the purpose of working with independent grocery & liquor retailers in Australia and New Zealand. Myfoodlink saw the opportunity to build a specialist integrated e-commerce platform for the independent sector, solving the challenges of disparate data and different in store technology used in the sector.

Myfoodlink has partnerships in the grocery sector with leading IGA groups, Ritchies Supermarkets, Hill Street Grocer, FoodWorks, Drakes, Woolworths NZ and Foodlands. These groups represent over 25% of Australian Independent Grocery sector. In the Liquor sector Myfoodlink supports Liquor Marketing Group and Independent Liquor Group in Australia and BottleO in New Zealand. These groups represent 29% of the Australian Indepndent Liquor Sector. Myfoodlink and its customers experienced a staggering 5 years worth of predicted growth in under 12 months during covid as they rose to the challenge of supporting the independent sector navigate this rapidly evolving channel.

About CitrusAd
Founded in 2017 by Nick Paech and Brad Moran, CitrusAd created the first world-leading, self serve Retail Media platform enabling retailers to monetize their on-site and off-site digital assets. By partnering with Retailers, CitrusAd now enables brands to launch and review advertising campaigns across the full customer journey in one single platform and in just a few clicks. CitrusAd was named a leader in “The Forrester Wave™: Sell-Side Retail Media Solutions, Q3 2021 and subsequently ranked as the second fastest growing tech company by Deloitte in the Deloitte Fast 50. CitrusAd was later acquired by Publicis Groupe in 2021 and aimed at bringing the first unified on-site and off-site self serve platform to market, which it successfully accomplished in July 2022. Industry leading retailers, in all verticals across 30 countries are leveraging the CitrusAd platform and real-time relevancy engine to create a more personalized shopping experience and deliver greater ROI for suppliers. For more information, visit


Nick O’Connor