BALTIMORE — Cardinal Distributing Inc., based here, and What's Up LLC (Appleton, WI) have announced a cross-marketing agreement that will help strengthen the promotion of bulk vending products from both suppliers. Under terms of the agreement, Cardinal has acquired exclusive production and distribution rights to the What's Up brand. As a result of the accord, What's Up's warehouse and shipping operations will shut down in El Paso, TX, and will be transferred to Cardinal's Baltimore facility.

Another key part of the agreement is collaborative marketing, which will be spearheaded by What's Up principals Peter and Karen Becker. The Cardinal and What's Up lines will now be sold by both companies. Officials said Cardinal will focus on financing, production and distribution while the What's Up team will concentrate on product sourcing, development and marketing.

What's Up's latest premium capsule products will be featured in the Cardinal exhibit at the upcoming National Bulk Vendors Association trade show and convention, scheduled next week from April 17 through 19. Set to return to Caesars Palace hotel and casino here, officials expect this year's show to attract a better-than-usual turnout of operators and exhibitors.

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