NOVEMBER 2014 S F B ZAPPE N I N G S It’s November Already

Where does the time go? This time of year there isn’t anything in the store that doesn’t sell. Folks are gearing up for the holidays; they are cooking more, baking more, watching football and snacking more. Thanksgiving dinners, holiday parties, tailgating, November kicks off the

eating season, good for all of us! Except those on diets L. We are just about wrapping up our iPad data collecting and ready to put them to good use. Let’s make sure all the info is as accurate as possible, report all issues and get this right so we can move on. It was a difficult year for us since it started with some serious losses. You will be happy to know that we have made up almost all the income we lost and are just about back to even. Let’s all make 2015 a record setting year for sales with lots of items cut in, displays sold and new lines coming our way. There is nothing I’d like to do more than get back to doing the lavish parties and big bonuses. This will take a group effort and we must all work as a team. I know I say this all the time but we must all work together, communicate what is going on in the office to the folks in the field and what going on in the stores back to the folks in the office. Everyone has worked really hard this year and it shows; we still have the best team in the business, both inside and out. Thanks to all of you for your efforts. It doesn’t go unnoticed. I’d like to say publicly WELCOME BACK to Mike Lambert. You were missed and it’s great to have you back healthy and strong. Everyone enjoy your Thanksgiving, those of you traveling be safe, and enjoy your families. Here is a nice list of music to play while you are eating dinner on Thanksgiving. Thanksgiving Day Songs: "Turkey Chase," Bob Dylan, "Dixie Chicken," Little Feat, "Big Fat Ham," Jelly Roll Morton, "Mashed Potato,

USA," James Brown, "Gravy," Dee Dee Sharp, "Call Any Vegetable," Frank Zappa, "Peaches," R. L. Burnside, "Sugar and Spice," The Cryan Shames, "Sweet Potato Pie," James Taylor, "Jack Daniels, If You Please," David Allan Coe, "Sangria Wine," Jerry Jeff Walker, "Beer Run," Garth Brooks and George Jones -Gary Happy Franksgiving Everyone!

Gary’s Notes

2

NOVEMBER 2014

Holidays Are Just Around the Corner November is my favorite time of year good food, good friends & parties. It’s also a time to reflect and give thanks for what we have. So I want to take the time to thank each and every one of you for all that you do! You are a very important part of our company and I am very grateful that you are part of our family. This is also the time of year when people will spend a little extra on food and buy things that they don’t normally eat. I don’t know if you realize this, but Thanksgiving week is the

busiest week of the year in Publix. Now is the time to take advantage of this and really push for off shelf displays. As soon as the Halloween displays go down the baking displays will go up in the lobbies and stay up through Christmas. Ask for some space on those displays, bring items over from the shelves, make a tag and watch our products sell. Tie in crackers, caviar and olives on the wine end caps and please take pictures and send them to me. See samples

below of wine and baking displays. Good Luck and Good Selling! -Vic

We are family! ♬ ♫

Vic’s Sound Bite

3

NOVEMBER 2014

The Natural Side – John Kacsan The month was a busy month for the natural team with the month starting off David working on store set at Richard’s Whole Food store. Sue is busy finishing up on Publix iPad. I

was resetting a Nutrition Smart store in Pembroke Pines. On October eighth we met with Whole Foods Florida to review

frozen and dairy items. At the end of the week of October tenth, David and I prepared lunch for the KeHE Customer Care team in Saint Augustine. We fed about 70 people and had several entrees, a salad bar, a chili bar, a desert bar and drinks for all. This is an annual event that we support with the telemarketing group. Later in the month Steve Biase got into the natural side and visited the Fresh team out of Elkton. He presented our cheese line and is working out programs for the KeHE sales team. The 20th 21st and 22nd was the KeHE Natural Sales team meeting. We had Conrad Rice Mills, Euro American, Pascha chocolate and several lines from Tim Gregory. David and I were asked the last day to join the KeHE team for lunch. Gary, KeHE bought the lunch. We are always welcome here and they are helping us grow our lines. The photos below are of the Nutrition Smart in Pembroke Pines changeover. -John

4

NOVEMBER 2014

More Natural Side These photos are from the KeHE Customer Care Luncheon in Saint Augustine that David Lapinsky and I set up. Nancy Schmedes of Maximum Marketing is with us in the bottom photo. The next page photos are from the KeHE Natural Sales meeting. -John

Lunch Is Served!

5

NOVEMBER 2014

Whole Foods Promos

Promo  Month   Promo  Period   Brand   Product  Line  Description  

NOV   10/29-­‐11/11   CARRINGTON   FLAX  NOV   10/29-­‐11/11   FLAHAVAN'S   IRISH  STEEL  CUT  OATS  NOV   10/29-­‐11/11   LA  PIANA   PASTA  NOV   10/29-­‐11/11   MOM'S   PASTA  SAUCE  NOV   10/29-­‐11/11   HOUSE  FOODS   WOK  ME  UP  NOV   11/12-­‐12/2   STREITS   Matzo  Ball  Mixes  -­‐  All  varieties  NOV   11/12-­‐12/2   STREITS   Potato  Pancake  Mixes  -­‐  All  varities  NOV   11/12-­‐12/2   STREITS   Cous  Cous  -­‐  Gluten  Free  NOV   11/12-­‐12/2   STREITS   Quinoa  -­‐  All  varieties  NOV   11/12-­‐12/2   STREITS   Stuffing  Mix  -­‐  All  varieties  NOV   11/12-­‐12/2   STREITS   Matzo  -­‐  All  varieties  NOV   11/12-­‐12/2   STREITS   Soup  Tubes  -­‐  All  varieties  NOV   11/12-­‐12/2   STREITS   Potato  Kugel  Mix  NOV   11/12-­‐12/2   STREITS   Chanukah  Candles  NOV   11/12-­‐12/2   G  H  CRETORS   CHICAGO  MIX  NOV   11/12-­‐12/2   KONRIKO   GREEK  SEASONING  NOV   11/12-­‐12/2   LOSALT   SALT  REGULAR  NOV   11/12-­‐12/2   MAGIC  SEASONING   SPICES  NOV   11/12-­‐12/2   PASCHA  CHOCOLATE   DARK  CHOC  NOV   11/12-­‐12/2   TILLEN  FARMS   CHERRIES  &  ASPARAGUS  NOV   11/12-­‐12/2   XOCHITL   TORTILLA  CHIPS  NOV   11/12-­‐12/2   TOMMYS   FROZ  VEG  NOV   BOTH   DEBEUKELAER   PIROULINES  NOV   BOTH   BRIANNA'S   DRESSINGS  NOV   BOTH   FISCHER  WIESER   COOKING  SAUCES  NOV   BOTH   HEALTHY  TIMES   OG  COOKIES  NOV   BOTH   PAPERCHEF   BAKING  PAPER  

6

NOVEMBER 2014

Retail Team News – Mike Seithel Well another month has passed and now the scary people are coming out (Halloween peeps) along with all the candy. Time is going by fast. We began the scanning on 7/15/2014. And as of 10/28/14 we have scanned 868 stores. That is an average of 56 stores per week. That would have us completed within the next 4 weeks. We are still on track to be completed by the week of Thanksgiving. I know that by now everyone is exhausted from scanning. It’s a good thing that we will have a couple of days to rest during the Thanksgiving weekend. With all the issues of iPads having bad files and having to reset some of them, the team just keeps plugging away. That is what sets us apart from the rest of the field. Always pushing forward. As we move forward we are finding some things that need to be changed in our recaps. We need to have the retail shown on the scanned screen. We also need to be able to show shelf condition, such as low inventory or out of stocks. Allowing us to indicate special retails (TPRs) or BOGOs will go a long way in getting extra placement or even displays for our lines. Speaking of that I need each of you to take pictures of our lines when you see special pricing such as 2/$5 on GH Creators in the Deli. Or the Piroline Tins at $3.99 TPR. Once again I want to thank all of you for your hard work and dedication to the Seidman Family (Our Company) and your loyalty. Growing pains are always hard to deal with and we are growing. We have Mike Lambert back with us on a part time basis and he also is working very hard to get his area up to speed and you can now email Robert Cook at rcook@seidmanfood.com and help him keep up to speed with the rest of us. For the month of October the award for Employee of the Month will be Sue Strauss for her going above and beyond the call and taking care of the Alabama stores. It would be unfair to say that she has done more than the rest of you because you have all gone above your regular visits however she has to scan Publix and incorporate her Natural stores as well. Thanks for a job well done. Now that I have taken time to thank the retail team I also want to say thanks to the reset teams that work very hard to keep the good name of SFB looking good in their areas as well. Your accomplishments do not go unnoticed. The Publix folks speak very highly of all of you.

7

NOVEMBER 2014

Exceptional Displays & Ideas   These  photos  are  from  David  Lapinsky.  The  first  is  at  Earth  Origins  in  Lake  Mary,  FL  featuring  Gratify  gluten  free  pretzels  from  OSEM.  Second  display  is  Wai  Lana  snacks  at  Rollin  Oats  in  Tampa,  FL.  The  third  is  a  Sam  Mills  end-­‐cap  at  Village  Health  in  Tampa.  The  fourth  is  of  White  coffee  at  Abby’s  in  Tampa.  

8

NOVEMBER 2014

Exceptional Displays & Ideas   These  three  photos  are  from  Lou  Campos.  Ragin’  Cajun  is  at  Publix  #  238,  

Miami,  FL.  GH  Cretors  is  at  Publix  #21  and  Golden’s  is  at  Publix  #1079,  both  in  

Weston  FL.  

9

NOVEMBER 2014

Exceptional Displays & Ideas   These  photos  are  from  David  Lapinsky:    at  Tunie’s  showing  a  Xochitl  rack  display;  at  Native  Sun  in  Jacksonville,  FL  of  Real  Foods  corn  thins;  at  Rollin  Oats  in  Tampa,  FL  of  GH  Cretors;  at  Nutrition  Smart  in  Pembroke  Pines,  FL  of  an  end-cap display of Cornfields products.

10

NOVEMBER 2014

New Vendor News This will be a recurring newsletter item. We will be listing vendors as we receive new contracts. When there is more specific information available the account executive will announce it. New vendors in October are 2 Degrees, House Foods, Legit Organics and Snac Lite, maker of Naturally More peanut butter.

Publix Promotes Our Vendors The October 18 Publix newspaper insert shows Cento artichoke hearts on sale and also included an awesome Tabasco coupon.

Naturally More Acc’t. Exec. Steve Biase

I’m pleased to announce the representation of Naturally More brand nut butters by Snac Lite. Currently there are two items authorized for Publix: UPC Description Publix # 8-58595-00019 Naturally More Almond Butter 429401 8-58595-00050 Naturally More Peanut Butter 429247

11

NOVEMBER 2014

KeHe Table Top-Oct. 3-Orlando Shown below are Steve Biase with CoraBella pasta; David Crumb and Keith Crouch with Sam Mills; Mike Seithel and Mike Davis with Conrad Rice Mill; Tim Sullivan with DeBeukelaer; Deb Sullivan with Beaverton and Jordan Gregory with Natural Intentions; Brian Thomas and Steve Wallace with Cornfields; Peggy Tolleson with Lee Kum Kee; Corbin Parker, Steve Wallace and Jeff Evans with Johnny Harris BBQ; and Dick Todd with Marukan.

12

NOVEMBER 2014

Let’s Celebrate!

Upcoming Trade Shows Show Dates Location Kosherfest Nov. 11-12 Secaucus, NJ Soho Expo Dec. 5-6 Orlando, FL

November Birthdays Nov. 2 Karla Zapata Nov. 15 Steve Perduk (IMS Foods) Nov. 19 Tim Sullivan (DeBeukelaer)

December Birthdays Dec. 21 Robert Cook Dec. 22 Sue Strauss Dec. 27 Johnnie Corradi KeHE Dec. 28 Gary Seidman Dec. 30 Mike Seithel

November Anniversaries 2 Years Karla Zapata 2 Years Victor Rancel

December Anniversaries none

Vendor News Steve Wallace

Shown below is Cheryl Grevemberg, Warbac VP of Sales (Pickapeppa), with her first grandchild: Lucile Eugenie Fromherz, born 10-12-14 – 8lb. 1oz. – 20” Congrats to Cheryl and the proud parents! (Cheryl’s daughter)