Valpak

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Valpak Direct Marketing Systems, LLC, commonly known as Valpak, is a North American direct marketing company owned by AmatoMartin. It was founded in 1968 by Terry Loebel with a $500 loan, starting by mailing coupons from his Clearwater, Florida home. The first Valpak franchise opened in Orlando in 1972. Investors bought Valpak from Loebel in 1985. Cox Target Media acquired Valpak in 1991, and by 1997 Valpak was mailing 11 billion coupons a year. In 2005, Valpak opened a large headquarters in St. Petersburg and grew its workforce. Platinum Equity bought Valpak in 2017, and AmatoMartin acquired it in 2023. Valpak prints, packages, and ships coupon envelopes from its St. Petersburg manufacturing center, serving local businesses and national brands with coupons for dining, health and beauty, entertainment, automotive, home services, and more. The outside of the envelope is sold to national advertisers for promotions and sweepstakes; advertisers have included Tennis Channel, HGTV, Legoland, Shutterfly, and Panera Bread. In 2019 Valpak partnered with the USPS on a Plus One postcard test, which became a permanent USPS product in 2022. Valpak also offers automated postcard services for audiences like new movers and other targeted postcard products.