Channel X History
Our Rich Heritage
1st Choice Holdings began in fertilizer, with a focus on product quality, agronomy, and operational discipline. That work built the supplier, distributor, and retail relationships that shaped the business.
As those relationships grew, a larger gap became obvious: strong brands were still losing time and momentum because they lacked the infrastructure to operate inside major retail channels.
Channel X grew out of that need. Today the job is straightforward: connect logistics, procurement, marketplace access, and retail distribution so brands can move faster with fewer handoffs.
Milestones
- 2016 - 2019
Roots in Distribution
- Developed and launched organic certified fertilizers.
- Built a foundation in product excellence and customer trust.
- Established the early operational framework for scale.
- 2020 - 2023
Evolution & Retail Breakthrough
- Transitioned into 1st Choice Holdings.
- Introduced tech-enabled logistics and managed distribution.
- Launched Channel X Marketplace.
- Reached milestones with national mass-merchant and home-improvement channels.
- 2024 - 2025
Leadership & Diversification
- Expanded retail relationships.
- Grew into a holdings and portfolio company.
- Scaled Channel X Marketplace nationwide.
- 2026
Intelligent Sourcing Transformation
- Acquired UPM to strengthen AI-driven sourcing intelligence.
- Expanded Retail Auctus in Channel X: onboarding, journey attribution, and program measurement for 1st Choice Holdings retail programs.
UPM supports global sourcing with supplier shortlisting, market signals, and decision support. Layer fit, cost, resilience, and sustainability for shortlists and comparisons by category and region.
UPM →Onboarding, journey attribution, and program tracking on Retail Auctus, embedded in Channel X. Marketplace, partner flows, and program measurement align in one 1st Choice Holdings retail program.
RETAIL AUCTUS →Warehousing, transportation, distribution, and shipment visibility on one Channel X network. Carrier workflows and exceptions stay aligned so teams work from one suite instead of fragmented tools.
Logistics →Planning, execution, marketplace access, and partner coordination in one system—tied to the rest of the Channel X operating layer for retail-ready delivery.
FOUNDRY →