Our roundup of the latest news from Detroit and Michigan metro companies as well as announcements from government agencies, including updates on the COVID-19 pandemic. To share a business or nonprofit organization story, please send us a message.

Detroit-based Cintron World named official Detroit Red Wings energy drink

The Detroit Red Wings have named Cintron World, a Detroit-based lifestyle drink brand, as the team’s official energy drink. It will be served exclusively at Little Caesars Arena this hockey season.

Cintron also made a long-term publicity investment with the Red Wings by placing their logo on the scoreboard for all home games.

“We are delighted to announce our official partnership with the Red Wings and Little Caesars Arena, as well as the full launch of Cintron in Detroit, in such a fantastic way,” said Chelsea Brehm, Co-Founder and Director of Cintron World. “We have been inspired by the continued revival of this beautiful, multi-ethnic city over the past few years and look forward to being a part of its return.

“The Cintron brand aims to empower everyone to become the best in themselves, and we hope that through this partnership, Red Wings fans will be inspired to embrace us as we work to do the same to the community of Detroit. “

Cintron Sparkling Energy Drinks debuting at Little Caesars Arena contain natural ingredients, a vitamin B complex, are gluten-free, preservative-free, aspartame-free and high-fructose corn syrup free.

“Partnering with companies based in Detroit is something that we’re passionate about, and we can’t wait for Cintron to be available to our big fans when the season kicks off in Hockeytown next month,” said Peter Kent, senior vice president of partnerships. company for the NHL. team.

Amsted Automotive Expands Global Powder Metallurgy Capacity With JV

Amsted Automotive, a metal forming, powder metal fabrication and electromechanical clutch design company in Southfield, has formed a joint venture with Anhui HOFO Mechanical and Electrical Co. Ltd. in China.

The new company is called BN-HOFO Material Technology (Anhui) Ltd., or BN-HOFO. BN-HOFO Joins the Technology Resources of Amsted Automotive’s Burgess-Norton Business Unit with HOFO’s Chinese Manufacturing and Technology Base to Further Enhance Burgess-Norton’s Position as a Leader in Powder Component Manufacturing metallic.

“The agreement combines more than 60 years of Burgess-Norton’s expertise in the design and manufacture of precision powdered metal components with HOFO’s world-class facility in China and a strong commitment to the local market,” said Jeremy Holt, president of Amsted Automotive.

The joint venture will meet the existing demands of the local Chinese metal powder market for large complex components and the growing market for electric vehicle components. BN-HOFO owns the largest powder metal press in China, which will enable Amsted Automotive to provide solutions to rapidly emerging powder metallurgy materials and technology needs in Asia and with global customers.

Burgess-Norton will have the opportunity to expand its presence in the Chinese market with globally competitive powder metal technologies and materials, allowing Amsted Automotive to expand its presence in powder metallurgy globally whole. The joint venture will be positioned to produce production-ready components in 2022.

Eaton in Southfield Introduces PTO Unit for Ford TorqShift Transmission

Southfield-based energy management company Eaton today announced that its vehicle group has launched the Bezares 3940 series power take-off (PTO) unit designed to fit the automatic transmission Ford TorqShift 10 speed.

A DIN 5462 output shaft and special output adapters provide versatility and allow the direct mounting of high pressure piston pumps, such as an angled shaft piston pump, to the PTO. This feature is unique to the Bezares 3940 PTO and is not available with other manufacturers’ PTOs designed for the TorqShift.

“We are pleased to provide owners of medium-duty Ford work trucks with a PTO designed specifically for their vehicles, which makes installation easier and delivers increased performance,” said Tim Bauer, vice president of the market. spare parts for Eaton’s Vehicle Group North America. “Our expertise in energy management and the in-depth knowledge of the PTO of our partner Bezares SA allow us to provide specialized products that facilitate the ordering and installation of our customers.

The Bezares 3940 Series PTO provides a unique part number, which includes all installation components and a wiring harness that allows the PTO to work on Ford trucks configured with gasoline and diesel engines . The profile of the 3940 PTO allows for faster and more versatile installation, as it has been designed to minimize the number of components that must be removed from the truck. This allows the pump to be installed at 45 degree rotation intervals, increasing mounting flexibility and pump options.

The new PTOs, which deliver 230 lb-ft. torque with 130% final output ratio, have been designed to produce less transmission noise and are ideal for hydraulic systems requiring higher flow and / or pressure. These PTOs are typically installed on medium weight work trucks to power a variety of attachments, such as sweepers, cranes, and air compressors.

Small Giants Community Launches Fellowship Program for Detroit BIPOC Executives

The Detroit Small Giants community has launched the Small Giants Leadership Academy, a one-year certification program.

Training and resources are designed to prepare entrepreneurs to realize their desire to make people and higher goals their top priorities, enabling them to deliver results while caring for people, customers and the community.

The program runs from October 2021 to September 2022.

While the academy has been offered for several years, 2021 marks the launch of the LIFT (Leaders for Inclusion, Fairness and Transparency) scholarship, an initiative launched by Small Giants Community co-founder Paul Spiegelman to fund the costs of the academy for leaders of color in underserved business communities.

“The past year and a half made me realize the continued existence of systemic racism in our society and I felt compelled to act,” said Spiegelman. “I recognized that there are many leaders of color who may not have access to this program or may not be able to afford the cost. I am also committed to incorporating the sometimes uncomfortable subject of racial equity into our curriculum and standard training at the academy. “

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AdAdapted Partners with Buzzfeed’s Tasty and Northfork to Make Walmart’s Online Shopping Easier

AdAdapted, an Ann Arbor shopping list marketing and information platform, announced a new partnership with Buzzfeed’s Tasty, the world’s largest social food network, and the leading provider of shopping technology for Northfork recipes to help online shopping at Walmart.

This new partnership will benefit brands and consumers alike, according to the companies.

AdAdapted, Tasty and Northfork will provide Add-to-Bag service to CPG (consumer packaged goods) brands while simultaneously allowing consumers to directly select which items to pick up or deliver to Walmart stores nationwide.

Through Adapted’s integration with Tasty, brands will now be able to ensure that their promoted products can be added to the Walmart ‘bag’ in the Tasty app while consumers interact with content in the Tasty app, such as recipes and other culinary inspirations. .

“AdAdapted is extremely excited to be working alongside Tasty to expand each of our unique offerings into the CPG space,” said Mike Pedersen, Founder and CEO of Adapted. “We look forward to helping our CPG customers engage revenue-conscious buyers while helping Tasty streamline the add-to-bag process. “

Tasty puts more than 6,000 recipes at users’ fingertips and includes an integration with Walmart that allows shoppers to add recipes directly to their Walmart “bag”. When ready, shoppers can choose “Go Check Out at Walmart” and their entire bag is transferred to Walmart.com or the Walmart app, where they can shop and schedule groceries for curb pickup or delivery options.

“Tasty aims to make cooking more accessible to our audience, and as part of that mission, we are always looking for ways to make the conversion experience as smooth as possible and to provide our users with the items they need. to prepare our recipes, ”said Brendan Kelly, senior vice president of brand partnerships at BuzzFeed. “With our long-standing relationship with Walmart and AdAdapted’s expertise in the add-to-list space, AdAdapted is the perfect partner to help achieve this goal. “