About Us

About the action group

Our story

For over a decade, members of the hospitality and foodservice community have turned to The Action Group as the premier agency for consultative product specification and manufacturer representation. We are trusted to recommend, deliver, and support innovative products that bring your project to life, while never sacrificing quality, function, or design. We’ve aligned ourselves with a best-in-class portfolio of brands to provide creative and inspired solutions to every segment of the industry.

While we represent factories, we know that trust is one thing that cannot be manufactured. Purchasing our products means gaining an ally that knows how important it is to outfit your business the right way – helping you drive revenue while protecting your bottom line.

Our style involves the perfect mix of attentiveness to understand your vision, expertise to make the best recommendations, proactivity and responsiveness to help reach the finish line, and a whole lot of passion as we work with you to achieve results.

We look forward to working with you in any capacity, be it a new build, a refresh, or simply just to pick our brains. Relationships are at the heart of our business, and it means the world to be able to build one with you.

Our team


Josh Blitstein


Josh began his foodservice career like many, at the age of 13 as a dishwasher at a friend’s restaurant. The son of a factory rep, Josh never planned on a career in foodservice. After taking a job with a glassware manufacturer in 2007, the rest was history. Josh founded The Action Group in 2011 to offer the Northern California/Northern Nevada/Hawaii foodservice market what it needed most: standout representation.

Josh is a career tabletop consultant. His passion for product expertise, superior service, and his focus on relationship building are qualities that define Josh as a business owner and client advocate.

A fourth-generation San Franciscan with a love for food, travel, and tabletop curation, Josh takes great pride in his privilege to serve one of the most culinarily-rich and diverse regions in America. He has a great enthusiasm for cooking, and is grateful to work in the industry he loves and serve customers that he admires.


Daniela Williams

Customer Service

Daniela is here to take care of your every customer service need. Though Daniela came to The Action Group from the eye-wear industry, it is her talent for listening that allows her to thoroughly and expeditiously respond to all customer inquiries. Samples, product information, and order status updates are just a small portion of Daniela’s repertoire. She keeps our showroom looking awesome, and is located at our Berkeley showroom throughout the week. Daniela is an avid Bay Area hiker, and enjoys the outdoors whenever and however she can.