Even the promo industry’s second-largest distributor wouldn’t be where it is today without the help of supplier partners.

Counselor Top 40 distributor HALO Branded Solutions (asi/356000) recently recognized members of its supplier network that contributed to its success in 2025. The Sterling, IL-headquartered firm has announced Counselor Top 40 supplier Hit Promotional Products (asi/61125) as 2025 Supplier of the Year and TJ Latchford, national sales manager at Counselor Top 40 supplier Koozie Group (asi/40480), as supplier representative of the year.

The team at Hit Promotional Products (asi/61125) accepts the award for 2025 Supplier of the Year.

“Strong results start with strong relationships,” said Terry McGuire, senior vice president of the supplier network at HALO, which posted 3% sales growth last year and reversed a revenue decline from the year prior. “Our supplier network succeeds because of the people who show up, stay connected and work closely with our sales and service teams throughout the year.”

The awards recognize supplier partners who demonstrate exceptional collaboration, performance and commitment to supporting HALO’s sales and service teams throughout the year. One thousand HALO account executives and support team members vote to determine each year’s honorees.

“Our supplier network is a core part of how HALO brings creative ideas to life with consistency and confidence,” said Jim Hilt, CEO of HALO and a member of Counselor’s Power 50 list of most influential people in the industry. “These partners don’t just support our work. They help turn creativity into real execution for our clients. This recognition reflects the trust, accountability and focus it takes to deliver brand experiences at scale.”

According to CJ Schmidt, president and CEO of Hit and also a Power 50 member, the recognition reflects the supplier’s strong partnership with HALO. “Our growth with HALO this past year was phenomenal and shows what suppliers and distributors can achieve when they work strategically together,” he said.

TJ Latchford of Koozie Group (asi/40480) poses with his award for supplier representative of the year.

Latchford, who was recognized by HALO for his close partnerships and a focus on driving growth across shared accounts, attributed his success to the larger Koozie Group team.

“This is not an individual honor,” he said. “The entire Koozie Group team continues to be focused on key accounts, like HALO, to grow our business together.”

Based on 2024 North American promotional product revenue of $964.7 million, HALO ranks second on Counselor’s most recent list of largest distributors in the industry.