The Avision Legacy

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The Avision Legacy

April 1, 2025 |By ISSA Staff

A saga of family, relationships, and integrity.

With 93 years as a premier manufacturer representative group in the United States, Avision specializes in connecting manufacturers with the best distributors to reach the ideal end user at local and national levels. As an outsourced sales and marketing firm, Avision makes it easy for manufacturers and distributors to grow and sell faster while providing end users with the best products and industry innovations they need without guesswork.

Avision's services include in-depth sales support, customer relations, marketing, and business insights, backed by cutting-edge proprietary technologies for manufacturing partners and customers. Additionally, Avision offers product training and facility assessments to help end users choose and use the right products effectively and efficiently.

With eight nationwide offices and a team of more than 100 experts, Avision proudly serves more than 100,000 clients across the United States.

Most would assume the foundation of a leading national manufacturer rep group would be rooted in relationships, systems, and processes-not strong family ties. But the foundation of Avision, one of the largest manufacturer rep groups in the country, is built on both, with a deep history of the enduring bonds of family, amounting to generations of hard work and innovation.

At Avision, mothers and fathers, aunts and uncles, and the honorable legacy of grandparents have passed down not only the skills to thrive in business but also the values that make work meaningful: trust, respect, and an unwavering commitment to people. This legacy continues to shape Avision as the generations grow and pass on the torch to the sons and daughters to carry forward the traditions of those who came before them.

Three generations strong

The legacy of the Orednick family in business began in 1980 with Paul and Eileen Orednick, who bravely ventured into the manufacturer rep world and began JPO Marketing with a focus on foodservice supplies. Paul soon took a leap of faith, representing a manufacturer of floor pads and cleaning tools. That decision would set the stage for a remarkable career in both the food service and janitorial industries.

This marked the beginning of four businesses with strong family ties coming together to be a part of the leading national manufacturer rep group, Avision. Paul's deep commitment to relationships, not just transactions, became the cornerstone of Avision's success, mission, and vision.

Paul's son, Joe Orednick, came to work for JPO Marketing in 1990. As the former president of Avision and now CEO of Avision's parent company, Forward Solutions, Joe grew up learning the business from his father. Joe reflected on the lessons that have shaped him, "My mom and dad taught me early on that success is not about selling a product; it's about building trust. We're not in the business of just making a sale; we're building relationships, and those connections have helped us grow."

Today, Joe continues to honor his family's legacy and teachings while proudly mentoring his own son, Dan Orednick, who stepped into the business in 2024. "Seeing the legacy built by my dad and grandparents before him is incredible. Watching my dad help lead Avision and seeing how he treats people with integrity and honesty has made a lasting impact on me," said Dan. "It's more than just a job; it's a chance to be part of something bigger than myself, something that honors our family's legacy."

Dan shared, "A highlight for me last year was attending my first ISSA show. I believe it was my dad's 35th. It was an incredible experience. I was able to walk the show and see just how important relationships truly are in this industry. There were many people who not only knew my dad but also knew my grandpa and heard stories about me." Dan continued, "Relationships are key. I'm excited to continue developing my own relationships and making new ones along the way."

Additional family roots

Another Avision father-son pair is senior vice president of sales Tom O'Toole and his son, Brian.

Embodying the principles passed down through generations, where integrity and relationships are number one, Tom was a founding partner of an East Coast manufacturer rep group that merged with Avision in 2018, soon establishing a national presence just a few years later, in 2021.

With Avision quickly growing and expanding, the company sought sharp sellers who were willing to learn and grow. Tom's son fit the bill. "I'm proud to see Brian continue to work hard and mature as he grows daily. He's a team player, smart, and full of energy. He's always had the ability to solve issues when working with people. I believe this is vital to success as a seller in our industry," Tom said.

Tom's son, Brian O'Toole, has seen the value of integrity and trust in business firsthand. Brian reflected on his role at Avision, "Just seeing how happy my dad was with his career and working at Avision, joining the company was a no-brainer for me. It's an honor to work with my dad. He's a great salesman, a great leader, but most importantly, he's just a great guy." Brian continued, "When I meet someone and they ask, 'Are you Tom O'Toole's kid?' I'm so proud to say that I am!"

A trifecta of family tradition

For father, Chris Wishart, regional vice president of sales and partner of the rep group with Tom O'Toole that merged to form Avision, the journey of passing down the family business happened after decades of building strong, lasting relationships with clients. Chris is proud to see both of his sons, Jack and Tom, carry on that same tradition and said, "When I first started in this business, I didn't expect my sons to join me, but to see them now, bringing their unique strengths and passion to the company, it's a truly fulfilling experience."

Chris said, "I love interacting with our sales team, manufacturers, and distributors. They have become family over the years. It has now come to another level where I have included my real family with my business family. It has been extremely rewarding as a father."

Chris' son, Tom Wishart, shares his father's core value of putting relationships first. He claimed, "This business is one of the few that is still deeply driven by relationships and the development of trust both from a manufacturer and customer perspective." Tom continued, "By being open, honest, and genuine you will keep your credibility and even strengthen your relationships because of it. I'm excited for the opportunity to continue the legacy of Avision."

Chris' son, Jack Wishart, feels equally honored to be a part of a legacy that values service and commitment.

"Ever since I could remember, I wanted to work with my father. Seeing my father's hard work made me want to join Avision, work with him, and continue his legacy."

Jack said, "I have met multiple people within the industry who have said great things about my father. Hearing these amazing stories helps motivate me to work extra hard, to continue to represent the family name well, and not to let him down."

Another legacy carried forward

John Shoffner, president of Avision, also carries a family connection to the company's history. Growing up with a grandfather and uncle who were pioneers in the industry, Shoffner has seen how strong relationships and commitment to service can make a lasting impact.

"My uncle built Demlow Marketing Inc. and expanded with other companies to form Avision. My uncle and I carried this legacy forward with a focus on integrity and customer service," said Shoffner. "I'm proud to continue that work as president of Avision. Seeing how our company's culture has remained strong throughout the years is rewarding. I've learned so much about building a company based on trust and relationships from my uncle." he continued. "It's more than just work; it's a way of life."

Like father, like daughter

Katie Stowe, president of Avision's sister company, Curate, grew up knowing the foodservice equipment and jansan industries. Her grandfather founded Thomas R. Curtan and Company in 1940, later known as TRC Marketing, with her and her father joining the agency in the decades to follow. Stowe recalled, "My father was a lead-by-example kind of guy both in business and in life. He was fiercely loyal, generous (almost to a fault), incredibly funny, and showed a genuine interest in the success of the people around him. These are the traits I most admired in my father and what I try to apply in my role as president of Curate."

Stowe's top motivation for growing the family business was her respect, trust, and admiration for the Avision leadership team. "The opportunity to maintain what I felt was the best and most successful attributes of my little company and merge with this organization has allowed us to grow in huge ways." Stowe continued, "I'm most proud of the success of the team I've led for years. I've worked hard to create an environment of support, trust, open communication, and culture."

Legacy: The heart of Avision

The DNA of Avision clearly shows that success is measured by more than just profits, but by the deep and lasting relationships cultivated over the decades. Whether it's a father teaching his son the value of trust and relationships, a daughter carrying forward the family legacy, or a grandfather's wisdom passed down through generations, Avision's true strength lies in the people who continue to build it.

Chris Wishart said, "It's never just been about business for us. It's always been about family, relationships, and doing things the right way."

As each generation steps up to lead, the legacy continues-a legacy of trust, integrity, and family bonds that are the heart of Avision.

Sidebars

Image courtesy Richard Todd Aguayo - Forward Solutions.

Pictured left to right are Dan and Joe Orednick, getting ready for a busy ISSA Show North America event.

Pictured left to right, including the number of years they attended ISSA Show North America, are Joe Orednick (35), Dan Orednick (1), Tom O'Toole (24), Brian O'Toole (1), Jack Wishart (1), Chris Wishart (26), and Tom Wishart (1). Not pictured are John Shoffner (34) and Katie Stowe (26).

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