The founders of PRIMO Partners LLC have been recognized with the 2023 MVP Award from Multi-Unit Franchisee Magazine. Primo Partners runs a number of Ben & Jerry's franchises in the U.S., a statement reads.

Antonio McBroom, the CEO of PRIMO Partners, was recognized with the Diversity, Equality and Inclusion Award for “demonstrating exceptional commitment to the promotion of providing equal opportunities for marginalized communities.”

“I am immensely honoured to be this year’s recipient of an award that is the exact representation of our work and what we strive to accomplish every day,” McBroom said in a statement. “We are dedicated to continuing our efforts to ensure equal opportunities for all, to champion underrepresented voices, and to drive meaningful change within our industry. Together, we will create a future where diversity, equality, and inclusion are not just ideals to aim for but the very essence of our success.”

Eric Taylor, chief financial officer and Phillip Scotton, chief operating officer of PRIMO Partners, were also present at the recent Multi-Unit Franchising Conference, held April 25 to 28 at Caesars Forum in Las Vegas — 2,000 people in attendance.

“At every step of the PRIMO Partners journey, we have worked to break barriers and pave the way for others to succeed,” McBroom said. “We believe that diversity is the foundation upon which greatness is built. By embracing the unique perspectives, talents, and experiences of our diverse team members, we have fostered a culture of empowerment, respect and collaboration.”