The viaLink Company (Nasdaq:VLNK) today announced that Bestfoods Baking Company, a division of Bestfoods (NYSE:BFO), will implement viaLink's core service, syncLink(SM), for item, price and promotion synchronization. Bestfoods Baking Company is a leader in the premium baking category. The company services approximately 60,000 stores daily throughout the United States. Bestfoods Baking Company's powerhouse brands include Thomas' Bagels and English Muffins; Entenmann's sweet baked goods; and premium breads such as Arnold, Oroweat, Freihofer's, Brownbery, Bouyea-Fassetts, Boboli and Sahara Pita. "Synchronizing our item, price and promotion data with retailers is a critical step in achieving our goal of reducing costs and improving efficiencies with our customers," said John Moore, Bestfoods Baking Company's vice president of information systems. Lewis B. "Bucky" Kilbourne, viaLink's chairman and chief executive officer, was pleased with the new addition to viaLink's growing customer base. "We believe the endorsement of an industry leader such as Bestfoods Baking Company will help accelerate our sales efforts with other large retailers, distributors and manufacturers," said Kilbourne. "Using syncLink, Bestfoods Baking can reduce or eliminate item and price/cost mismatches; reduce invoice deductions; and benefit from significant profit improvement opportunities resulting from improved invoice accuracy, back office efficiencies, time redirected to sales growth activities and improved promotional visibility."