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MyWebGrocer is in acquisition talks

May 21, 2013: 11:41 AM ET

mywebgrocer-websitePrivate equity firm circles grocery ad network.

FORTUNE -- Private equity firm Huntsman Gay Global Capital is in talks to acquire a control stake in MyWebGrocer, a SaaS-based e-commerce and marketing platform for grocery store chains and packaged goods companies.

No word yet on financial terms, although Huntsman Gay typically invests between $25 million and $100 million into companies with revenue north of $100 million and EBIDTA of at least $15 million. Most of its deals are viewed as "platforms," which often means subsequent acquisitions.

MyWebGrocer was founded in 1999 by three brothers in Vermont, and claims to have the largest online grocery audience with seven million monthly unique visitors.

The company raised $13 million in outside funding from The Stripes Group in 2009. It is unclear if Stripes would remain a shareholder if and when Huntsman Gay completes its acquisition.

Huntsman Gay declined to comment.

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Dan Primack
Dan Primack
Senior Editor, Fortune

Dan Primack joined Fortune.com in September 2010 to cover deals and dealmakers, from Wall Street to Sand Hill Road. Previously, Dan was an editor-at-large with Thomson Reuters, where he launched both peHUB.com and the peHUB Wire email service. In a past journalistic life, Dan ran a community paper in Roxbury, Massachusetts. He currently lives just outside of Boston.

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