# Exceedra Software

Exceedra Software was acquired by TELUS Agriculture and Consumer Goods in September 2020 and now powers two TELUS Consumer Goods solutions: TELUS Trade Promotion Management and TELUS Retail Execution. TELUS Agriculture and Consumer Goods equips consumer product goods (CPG) companies with advanced solutions, primarily digital tools and technology, designed to unlock their most valuable data. This enables these businesses to optimize their workflows, investments and operations and be more strategic, efficient, collaborative and profitable.
TELUS Trade Promotion Management helps CPG companies optimize their trade promotion strategy, planning and management across retail and foodservice channels. The trade promotion management software provides tools designed to improve profitability, visibility, agility and responsiveness. TELUS Trade Promotion Management helps CPG manufacturers reduce trade spend waste, increase efficiency and decrease risk.
TELUS Retail Execution automates point of sale (POS) interactions. By taking this task off of a sales team’s plate, those team members are free to focus on what they do best – improving the availability, visibility and salability of products in-store. Manufacturers can also use it to monitor compliance, manage inventory and execute promotional tactics.

## History

Exceedra Software, formally known as Cube Software, integrated business planning and optimization analysis to improve performance in trade promotion management for consumer packaged goods companies. Prior to being acquired by TELUS Agriculture and Consumer Goods in 2020, the company was headquartered in London UK with offices located in Marlow Buckinghamshire; Charlotte North Carolina, United States and Melbourne, Australia. It was an award-winning, multinational organization.
Established in 1986, Exceedra equipped fast moving consumer goods companies with advanced sales and distribution capabilities. Its software was recognized as industry-leading and the company achieved critical acclaim. It was listed in The Guardian newspaper's Top Tech 100 list in 2011, and The Telegraph Newspaper's Start Up 100 list in 2011. It won Consumer Goods Technology's 2016 Readers' Choice Survey: Supply Chain Planning award.
Company timeline
* In 1986, Exceedra introduced Procast – a demand forecasting application, as part of a joint venture with Unilever. The product became commercially available the following year, and is now available internationally across many global companies in the retail, consumer goods, manufacturing, wholesale distribution and pharmaceutical sectors.
* In 2009, Exceedra developed ActNow – a demand sensing application that adds intelligence to demand planning software.
* In 2010, Exceedra became a Microsoft BizSpark One Company.
* In 2010, Exceedra changed the name of Procast to Sales Planner and Demand Planner.
* Since 2013, Exceedra expanded globally, opening offices in the U.S. and Australia.
* In 2013, Exceedra placed 8th in the Cloudex 20:20– a listing of the top 20 U.K. independent cloud computing companies.
* In 2014, Exceedra was recognized by Gartner in its report “Vendor Panorama for Trade Promotion Management in Consumer Goods, 2014.”
* In 2015, Exceedra was listed in the Top 10 Technology Providers for Trade Promotion Management and as a leader of the SMB category in Consumer Goods Technology (CGT) Readers’ Choice 2015 awards.
* In 2019, Exceedra merged with AFS. The combined company operated as a subsidiary of AFS Technologies under the Exceedra name.
* In 2020, Exceedra was acquired by TELUS Agriculture and Consumer Goods. Its software was woven into two products currently delivered through TELUS Consumer Goods: TELUS Trade Promotion Management and TELUS Retail Execution.