To lead the effort to promote Professional Standards by improving the quality of wholesale distributor programs, services and operations.

To be a Representative and Advocate for wholesale distributors by promoting understanding of the responsibilities, functions and needs of wholesale distributors before government, corporations, foundations and community leaders throughout the state, region and nation.

To provide Professional Development opportunities for wholesale distributors, and their employees through publications, training, meetings and other activities.

To provide Member Services that give members access to selected goods and services which might otherwise be unavailable to them.