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.”

About The viaLink Company

The viaLink Company (Nasdaq:VLNK) is a leading provider of subscription-based, business-to-business electronic commerce services that enable food industry participants to efficiently manage their highly complex supply chain information. viaLink’s core service, syncLink(SM), allows manufacturers, wholesalers, distributors, sales agencies (food brokers), retailers and foodservice operators to communicate and synchronize item, price and promotion information in a more cost-effective and accessible way than has been possible using traditional electronic and paper-based methods.

viaLink’s additional services, which are all built on the syncLink foundation, include clearLink(SM) for item movement data, distribuLink(SM) for chain pricing data and sbtLink(SM) for scan based trading. For more information, visit viaLink’s Web site:

About Bestfoods Baking Company

Bestfoods Baking Company is the largest premium baker in the United States. Its brands include: Entenmann’s sweet baked goods; Thomas’ English muffins; Oroweat, Arnold, and Freihofer’s breads; Boboli Italian pizza crusts; and Sahara pita breads. For more information about this division of Bestfoods, visit the company’s Web site at

This release contains forward-looking statements that involve risks and uncertainties. The viaLink Company now resembles a development stage company, which has commenced its planned operations but has not yet generated significant revenues. Among the important factors that could cause actual results to differ materially from those in the forward-looking statements are Bestfoods Baking Company’s continued acceptance of viaLink’s syncLink service, the extent of viaLink’s anticipated operating losses and negative cash flow; viaLink’s ability to attract additional financing, viaLink’s dependence on its strategic alliance partners; intense marketplace competition; rapid technological change and the possible obsolescence of viaLink’s service; dependence on certain key personnel and need to hire additional personnel; viaLink’s inability to protect its proprietary technology; as well as other factors detailed in viaLink’s filings with the Securities and Exchange Commission, including its recent filings on Forms 10-KSB and 10-QSB.