Honey Farms, Pinnacle Expand Tech Partnership

WORCESTER, Mass. — Honey Farms Inc. is expanding its relationship with technology provider The Pinnacle Corp. by adding the company's home-office, back-office and self‐branded gift card software.  

The deployment will further improve operational efficiencies and controls by Honey Farms convenience stores.

"Pinnacle enables us to optimize processes from point‐of-sale to profit and loss. We've enjoyed a long‐term, collaborative partnership with Pinnacle and the result has been a competitive advantage for us," said David Murdock, president and CEO of Honey Farms.

The software implementation will begin as early as the second quarter of this year. 

"With the need for market responsiveness, Pinnacle's exclusive focus on our industry, system flexibility and willingness to listen has made them a good technology partner for Honey Farms," added Ed Freels, director of information systems at Honey Farms.

The privately held convenience store chain, with 36 locations in Massachusetts and New Hampshire, teamed up with Arlington, Texas-based Pinnacle 20 years ago to automate the processing of paperwork in its stores. Over the years, the partnership has expanded beyond first‐generation back office to include Point of Sale, Price Book, Customer Loyalty and Business Intelligence.  

"It's great to have the confidence and support from the Honey Farms organization for the last 20 years. It is a privilege to be their partner not only for automation, but for turning data into a competitive advantage, assisting in their mission to serve the people of Massachusetts and New Hampshire," said Bob Johnson, president of Pinnacle. "We look forward to continuing our strong partnership."