perishable foods connection

Perishable Foods ConneCtion, Third Quarter 2012 1www.perishablefoodscouncil.com

A quarterly publication of the Perishable Foods Council of Northern California/Nevada (PFCNC)

InsIde thIs Issue:• A look at Mi Pueblo Food Centers

• A look at spring trade shows• What the interns saw on tour

Perishable FoodsConnectionPerishable Foods Connection Formerly DeliMag

Third Quarter 2012

PFCQ32012_Cover.indd 1 7/3/12 6:55 AM

Perishable Foods ConneCtion, Third Quarter 2012 32 Perishable Foods ConneCtion, Third Quarter 2012

AUGUST222222222222AUGUST22AUGUSTAUGUST22AUGUST

SHOW 2012Specialty

Please visit tonysfinefoods.com for more information

10am-4pmGolden Gate ClubSan Francisco

Don’t miss!

PERISHABLE FOODS CONNECTION, Third Quarter 2012 3

Perishable Foods Connection, formerly DeliMag, is a regional trade magazine published quarterly by the Perishable Foods Council of Northern California and Northern Nevada. 2012 Council President: Christine Wingfi eld (CSW Food Brokerage).c.wingfi [email protected].

Published by Pacifi c Rim Publishing Co., P.O. Box 4533, Huntington Beach, CA 92647.

Editor: Dave Daniel. 714-375-3900.E-mail: [email protected]. Advertising director: Dalva Fisher951-533-6001.E-Mail: [email protected].

Administrative Assistant & Webmaster:Nancy Clothier415-823-1219E-mail:[email protected]

www.perishable-foods-council.com

Third quarter 2012, Volume XXIV, Number 3

How toreach us

What’s inside:A salute to Mi Pueblo: Mi Pueblo Food Centers, headquartered in San Jose, cele-brated its 20th anniversary last year year and is Northern California’s fastest-growing independent chains. See the story and photos beginning on Page 6.

President’s Message

Why we give back to industryBy CHRISTINE WINGFIELDCSW Food Brokerage2012 PFC President

People approach me constantly and ask me why I serve on the Perishable Foods Council. We are all so busy with work, etc. – we all are. I have always appreciated the opportunity to give back by way of great events, scholarships, food donations and, of course, our industry-leading internship program. Now I am beaming with pride in appreciation of our Vice President Bill Rudolph and his dedication to our internship program. One of our interns, Edward Silva, additionally chosen to be our Student Liaison, and more recently chosen as one of our Leaders of Tomorrow, has been recognized nationally by the 2012 International Collegiate Agricultural Leadership Program. (One of 12 chosen nationally!) See Page 12. I can’t think of any other trade association that works with so many brilliant

young people to get them excited about our business. No one wakes up and says, “Hey – I want to work in produce.” We have a robust internship program at Bill’s former college San Jose State, and have been associated with UC Davis for years. Congratulations to Edward Silva and to my humanity/mentoring hero Bill Rudolph. Bill’s passion for helping young people is amazing and we are blessed to have him in the association managing this program for us. In this issue we will also feature our Scholarship and Grant winners for this year.

All we do can’t be done without member support of our magazine advertisement, event participation, and the support of our internship professors Dr. McProud of San Jose State and Lisa Sanders, our contact from the UC Davis Internship and Career Center and supporting tour sponsors. One other thing really inspired me recently. I was working the Whole Foods Tribal Bazaar (their food show) and a young man was at my table and he mentioned to me that he LOVES his job. His comment was “Who knew that working at a grocery store could be fun, inspirational, and decent hard work.” Many people at that event told me how much they love their jobs, from the dairy box stocking person, to the grocery restocking clerk. People, at the end of the day, are our best resource and have so much potential to do great work if given support, acknowledgement, and inspiration.

Christine

Thank youfor yoursupport.

AUGUST

SHOW 2012Specialty

Please visit tonysfinefoods.com for more information

10am-4pmGolden Gate ClubSan Francisco

Don’t miss!


President:ChristineWingfield(CSW Food Brokerage)

First Vice President:Joanie Webster(Anco Fine Cheese)

CFOSecond Vice President: Administrative Assistant & Webmaster:Nancy Clothier

Officers:

Directors:Cheryl Powell(Stellar Food Sales)

Mike Levy(M. Levy and Company)

Penny Collins(Tony’s Fine Foods)

Jeff Strah(Lactalis Food Service)

Jerry Grigsby(Associated Brok-erage Services, Inc.)

Jann Carleson(United Bakery)

Erin Gonzalez(Will’s Fresh Foods)Historian

Cris Mazzei (Safeway Corporate)

Nereo Rebellato (Raley’s)

Irene Franklin (Registered Dietitian)

Emily Sin(Student Liaison, UC Davis)

Valerie Roberson(Student Liaison, SJSU)

Bill Rudolph(Rudolph Foodservice Associates)

Retail Associate Directors:

Associate Directors:

Virginia Muto(Save Mart)

Erika Costanzo(Nutritionist)

Lesli Hamamoto(Student Liaison, CSU Fresno)

Jarrett Peppard(BCS Consulting)

Heidi Bertagnolli(La Brea Bakery)

Scott Cross(Foster Farms Dairy)

Annette deBoer(DND Sales)

Mike Repetto(Tony’s Fine Foods)

Nick Saich(Mani Imports)

Angela Rosenquist(Boboli International)

Gwyn Eckerman(Premier Sales Solutions)

See our website for photos and informantion on Council directors,www.perishablefoodscouncil.com

Administrative Assistant & Webmaster:Nancy Clothier, 415-823-1219; [email protected]

Michelle Boivin(CSM Bakery)

Gussie Jones(Taylor Farms Pacific, Inc.)

Bob Stickrod(Select Trade Sales)

©20

12 A

rla

Foo

ds,

Inc.

Available in both bulk and retail formats.

Denmark’s Finest® joins the House of Castello®.

How did America’s #1 imported Havarti earn the name Castello®? By mastering each step of a 130-year old craft:

• We independently pasteurize the cream and milk. • We turn each loaf as it presses, to assure symmetry as thousands of

perfect, tiny bubbles develop.• We watch over every detail consistently to achieve a buttery taste

and a fi ne, even texture. Look to the House of Castello® for European cheeses crafted and

selected to match your specialty customers’ growing passion for new tastes. And look to us for in-store promotions, online initiatives, and tasting events that will help you share the richness of Castello® .

Your Arla sales rep or broker awaits your call at 1-800-243-3730. � e Passionate Pursuit of Perfection

Perishable Foods ConneCtion, Third Quarter 2012 5©20

12 A

rla

Foo

ds,

Inc.

Available in both bulk and retail formats.

Denmark’s Finest® joins the House of Castello®.

How did America’s #1 imported Havarti earn the name Castello®? By mastering each step of a 130-year old craft:

• We independently pasteurize the cream and milk. • We turn each loaf as it presses, to assure symmetry as thousands of

perfect, tiny bubbles develop.• We watch over every detail consistently to achieve a buttery taste

and a fi ne, even texture. Look to the House of Castello® for European cheeses crafted and

selected to match your specialty customers’ growing passion for new tastes. And look to us for in-store promotions, online initiatives, and tasting events that will help you share the richness of Castello® .

Your Arla sales rep or broker awaits your call at 1-800-243-3730. � e Passionate Pursuit of Perfection


Perishable Foods Council Retailer Spotlight

Mi Pueblo Food Centers

Continued on Page 7

Independent is 21 years old ...

and still growing Mi Pueblo Food Centers has gained quite a following as it heads into its 21st year with 21 markets and more in the pipeline next year and beyond. Mi Pueblo opened two stores this year and is concentrating on making them successes before opening new stores in 2013. The Perishable Foods Council of Northern California/Nevada will salute Mi Pueblo Food Centers as the PFC Champion at the annual Presidents’ Dinner on November 1 at the Hilton Hotel in San Jose. Check www.perishablefoodscouncil.com for details. Founded by Juvenal Chávez and his wife Maria in 1991 in East San Jose, the company is the fastest-growing independent supermarket chain in Northern California. “When my father was looking to open his fi rst store, he scouted sites all around the area. When he walked into the old Country Time Meats building, he walked out within 10 minutes, saying he did not want to invest his money there,” said Juvenal Chávez Jr. the Public Affairs Manager for the family-owned company.

“If it had not been for my mother, my father could have started his business elsewhere and things might have been different for us,” he said.

Founders Juvenal and Maria Chávez during Mi Pueblo’s 20th Anniversary celebration f iesta in 2011.

The fi rst Mi Pueblo store on Story Street in San Jose.Juvenal Chávez is surrounded by mariachis during the 20th anni-versary celebration.

“And if you had seen the area on the east side of San Jose 20 years ago, no one would have invested a penny there.” As it turned out, East San Jose’s Hispanic population continued to grow and their spending increased and the rest of the story is evident as Mi Pueblo is an award-winning institution that has a fi ercely loyal clientele that feels part of the family.

Perishable Foods ConneCtion, Third Quarter 2012 7

Founder Chávez, a native of Michoacán, Mexico (known for being the winter home of the Monarch butterfl y) is only 51 and still is active in the day-to-day operations with his title of President. His company has grown into the Hispanic supermarket of choice in Northern California. While several Hispanic chains are

Continued from Page 6

Mi Pueblo Food CentersMi Pueblo Supermarkets have departments that traditional retail supermarkets have not embraced, such as a salsa

bar (left) and a selection of cactus products in the pro-duce section.

growing in Southern California (Vallarta, Cardenas, Northgate Gonzalez, El Super, and others) there really are no competitors for Mi Pueblo, which often is called the “Whole Foods of Hispanic Markets.”

Continued on Page 8

DND Sales is proud to salute

independent retailer Mi Pueblo Food

Center on their continued success.



Mi PuebloFood Centers

Continued on Page 9

The Dairy Case offers a wide selection of products.

The Meat Case takes up an entire wall in the stores.

Fresh seafood is merchandized in eye-catching displays.

The Cake Display case is mouth-watering.

The senior Chávez created a store with a difference, with an emphasis on service and quality with a wide variety of products. One of the company mottos is “Quality, Fair Prices and Free Smiles.” “We are essentially a perimeter store featuring meat, produce, bakery, and cremeria (dairy),” the younger Chávez points out. “Our meat department is the heart of our business. Our hot delis feature homemade Mexican dishes and have gained wide acceptance in our stores. Most of our stores have an area to sit down and eat just inside the front door and all of our new stores will follow this prototype.

“ ... you know the adage that behind every successful man is a woman … and that’s how it is in our family. My father thought the building was too dirty and in disrepair, but my mother said ‘Don’t worry, I will clean it up for you.’ Her intuitive vision saw things my father didn’t. She looked around the neighborhood and saw families and an opportunity. ...”

–– Juvenal Chávez Jr. “Our bakery items are made in-store and most of them are made in-house from scratch because our customers expect nothing less from us,” he said. Most stores are in the 35,000-square foot range and the company employs approximately 3,200 associates, which includes store personnel, distribution center, construction and maintenance as well as corporate employees.


Locations

BAY AREA

EAST PALO ALTO1731 East Bayshore Rd.East Palo Alto, CA 94303T: 650-248-2171

GILROY 727 First St.Gilroy, CA 95020T: 408-493-0113

HAYWARD, HARDER RD.187 Harder Rd.Hayward, CA 94544T: 510-888-9124

HAYWARD, HESPERIAN BLVD.20812 Hesperian Blvd.Hayward, CA 94541T: 510-300-0160

MOUNTAIN VIEW 40 S. Rengstorff Ave.Mountain View, CA 94040T: 650-967-3630

NEWARK35156 Newark Blvd.Newark, CA. 94560T: 408-856-6505

OAKLAND1630 High St.Oakland, CA 94601T: 510-532-2654

PITTSBURG2100 Railroad Ave.Pittsburg, CA 94565T: 925-427-1697

SAN JOSE, JULIAN ST.235 E. Julian St.San Jose, CA 95112T: 408-292-3177

SAN JOSE, MCLAUGHLIN AVE.515 Mclaughlin Ave.San Jose, CA 95116T: 408-947-9438

SAN JOSE, N. CAPITOL 320 N. Capitol Ave.San Jose, CA 95127T: 408-240-0590

SAN JOSE, STORY RD.1745 Story Rd.San Jose, CA 95122T: 408-259-3421

SAN JOSE, WHITE RD.1070 S. White Rd.San Jose, CA 95127T: 408-856-6461

SAN RAFAEL330 Bellam Blvd.San Rafael, CA 94901T: 415-578-3971

VALLEJO2107 Solano Ave.Vallejo, CA 94590T: 707-515-7995

CENTRAL COAST

SALINAS950 E. Alisal St. Salinas, CA 93905T: 831-751-9713

SEASIDE1712 Fremont Blvd. Seaside, CA 93955T: 408-493-0114

WATSONVILLE1437 Freedom Blvd. Watsonville, CA 95076T: 831-763-7656MAP &WEEKLY SPECIALS

CENTRAL VALLEY ATWATER351 Bellevue Rd.Atwater, CA 95301T: 408-493-0111

MODESTO, CROWS LANDING RD.1612 Crows Landing Rd.Modesto, CA 95358T: 408-856-6448

TRACY3225 N. Tracy Blvd.Tracy, CA 95376T: 209-407-1001

“Last year’s sales (2011) were north of $350 million,” Chávez Jr. said. “Our fl agship store, which we refer to as No. 4, is next to the corporate offi ce on the corner of Story and King Road, and generates about $700,000 a week. We open at 6 a.m. and as soon as the doors open, people are in the store and it is busy all day long.” Greg Kare is the Vice President of Merchandising and manages all the merchandisers and department directors. Jorge Villarreal is the Meat and Cremeria Director; Andres Garcia is the Deli Director; Juan Osuna is the Bakery & Tortilleria Director; and Louie Villarreal is the Produce Director. The best way to make initial contact for product introductions is through email to departments [email protected] [email protected]. The Creative Service Department at Mi Pueblo, directed by Jose Cano, has garnered several national

Continued on Page 10


Keeping busy ––

Mi Pueblo features huge dining areas in the stores. The front end is roomy and colorful.


Perishable Foods Council Retailer Spotlight

A typical facade of a Mi Pueblo entrance.

Mi Pueblo employees enjoyed the company’s 20th Anni-versary celebration.

No Hispanic-themed market would be complete without a tortilleria.


Awards pour in for Mi Pueblo

awards. One of them is the National Grocers Association (NGA) in the following categories: •BestGrandOpeningAnnouncement:“East Palo Alto’s 1st Grocery Store in 23 Years” •BestTVCommercial:“TheFarewell” •BestSpecialty/ethnicevent:“MiPueblo Está Contigo” (Mi Pueblo is Here for You” •BestTVCommercial(inspirational)“Heart without Borders” (Corazón sin Fronteras) Also, Juvenal Chávez, with his entrepreneurial and business management has received the following awards: •OutstandingCommunityEnterprise(National Grocer Association, 2009) •OutstandingIndependentBusiness(Progressive Grocer, 2009) •HispanicBusinessExcellenceAward(Hispanic Retail 360 Summit, 2009) •TheBestLatinoDepartmentofFruitsand Vegetables (Best of Silicon Valley 2008, San Jose Mercury News) •YucatecutlyAward,2010 •2011finalistintheEntrepreneurofthe Year. Congratulations to Mi Pueblo Food Centers as they continue to grow in Northern California.


A standing ovation from us in celebration of your long-term

achievement. Felicitaciones por su vegésimo aniversario!

2601 Oakdale Road, Suite H-2, #155, Modesto, CA 95355 Jody Williams (209) 985-9222 | Scott Kish (707) 592-2464

Everyone at CSW is

proud to salute the

Independent retailer

Mi Pueblo Food Center!

Christine Wingfield // Owner CSW Presidient Perishable Foods Council // 800.848.5899


Edward “Ed” Silva, one of the Perishable Foods Council interns during 2010 and later the student liaison at UC Davis to help promote and recruit the PFC program, has been awarded a prestigious grant from the International Collegiate Agricultural Leadership (I-CAL) program for this year. The program is under the banner of the Future Farmers of America (FFA). I-Cal is designed for students to learn more about international grain marketing, global agriculture and acquire a unique cultural experience. The mission statement is “To provide opportunities for collegiate agriculture students to learn about how the global marketplace affects American agriculture.” The students travel overseas to learn about global agriculture and international marketing. During the two-week program, students tour feed mills, open air feed and animal markets, livestock operations and food processing plants, to help them get a feel for international agriculture. Destinations for I-CAL change each year. The 2012 program will be held in Vietnam, Malaysia, and Singapore. Recent past destinations have included Spain, Morocco, Egypt, China, Vietnam, Malaysia, Taiwan, Colombia and Panama. Silva will join students from Missouri, Wisconsin, Minnesota, Iowa, North Carolina, Virginia and Kansas on the tour. The PFC salutes Ed and applauds him for his continued success. The following is part of an impressive resume during his time at UC Davis:UC Davis Liaison/Food Industry Intern Perishable Foods Council September 2010 – Present (1 year 9 months) Northern California •Participatedinweeklytourofdifferent aspects of food system: agricultural producers, manufacturers, retail etc. •AwardedStudentLiaisonpositiontohelp recruit/promote UC Davis students for PFC Spring internship International Delegation Intern Northern California World Trade Center

Nonprofit; 1-10 employees; Nonprofit Organization Management industry September 2011 – December 2011 (4 months) Sacramento •DraftedagendasforvisitsbytheInternational Visiting Leaders Program (IVLP) •Developedrecruitmentproposalstoencourage international delegations to the greater Sacramento area •RepresentedtheNCWTCtointernational delegations by attending meetings with local organizations Trade Research Intern Center for International Trade Development September 2011 – November 2011 (3 months) Sacramento, California Area •ServedasrepresentiveofCITDmanagement at technology summits and events •Collaboratedwithpeerstomarketworkshops and trade missions •AcquiredstrongfamiliaritywithCITD international and local resources to aid U.S. businesses exports

•ConductedmarketresearchforCalifornia clients seeking to export agricultural commodities U.S. Consulate Intern U.S. Department of State Government Agency; 10,001+ employees; International Affairs industry July 2011 – September 2011 (3 months) U.S. Consulate Ponta Delgada, Açores, Portugal •Draftedprojectproposaltoestablishhistoric American-Azorean museum in the Azores •Conductinterviewswithlocalcommunity leaders and members and researched archives Student Representative U.S. Partnership for Public Service September 2010 – May 2011 (9 months) •ServedascampuspeeradvisorforFederal Government Call to Serve hiring program •PromotedUSDAfederalgovernmentcareers through the U.C. Davis Internship & Career Center Student Advisor U.C. Davis Internship and Career Center September 2009 – May 2011 (1 year 9 months) •Editedstudentresumesandcoverletter and provided information for internships and careers to UC Davis students •Participatedinrecruiting,selecting,and training of new student staff •Servedasliaisonbetweenstudentsand prospective employers Constituent Affairs Intern Office of Governor Arnold Schwarzenegger April 2009 – June 2009 (3 months) Sacramento, California Area •ServedasarepresentativeoftheGovernor’s office in addressing constituent concerns •Draftedlettersrespondingtoconstituent concerns on issues related to agriculture, natural resources, and public policy •Maintainedup-to-dateunderstandingof issues facing California agricultural &

natural resources

Perishable Foods Council Intern Spotlight

Edward Silva off to see the world

Edward Silva

2012 Interns recap their busy spring ... see page 24


Nutrition News

Fitting coconut water into your dietBy ERIKA COSTANZO Nutritionist If you’ve been to a grocery store lately you have surely seen the newest displays of all varieties and flavors of coconut water. Have you tried it, or wondered if you should? Maybe you think it will boost your health if you drink it regularly. I’ll explain how coconut water can affect your health, where this trend came from, and how it should fit into your diet to get its optimal nutritional benefit. Coconut water is the clear liquid that fills the center of young coconuts. It diminishes over time as a coconut ages. It is different from coconut milk, which is pressed from the meat of the coconut. Coconut water is very high in potassium and low in calories. Because of its high potassium content it is thought to be a great recovery drink for athletes. While it is fine after moderate exercise, it does not contain enough sodium to replace that which is lost by high performing athletes. Coconut water’s high potassium levels promote heart health and may help in lowering blood pressure, though a better option may be foods high in potassium because they likely also contain fiber and vitamin D, which are good for your heart. Coconut water is fat free, not to be

confused with coconut milk, which is high in saturated fat and calories. There are claims that coconut water combats the aging process because it contains cytokinins, but these plant hormones have only been found to slow aging in plants and fruit flies. Coconut water is also thought to be a good recovery drink for the dehydration of alcohol consumption because of its electrolytes, like previously mentioned potassium. However, it is no

more beneficial than water because our kidneys do a fine job of preserving electrolytes when we consume alcohol. So where did this trend originate? Coconut

water is commonly consumed in many countries where coconuts are native, at roadside stands, marketplaces, and tourist stops. Almost 10 years ago the first coconut water companies popped up in the United States, targeting yoga fans who were not keen on sports beverages and were open to a more natural alternative for replacing the electrolytes lost from

exercise, particularly in Bikram yoga, which is performed in high heat and results in major sweat production. Coconut water slowly made its way from yoga studios, into health food stores, and now onto supermarket shelves. As noted above, it is believed by some (and therefore marketed) to be a great recovery drink after a long night of partying. There are several celebrities, actors, athletes, and singers, who endorse the different popular brands of coconut water. One of the obstacles coconut water faces in gaining popularity is the fact that many do not like the way it tastes, or consider it an acquired taste. This is why you see so many different flavors of coconut water as companies try to make it more palatable and well-liked. As always, adding flavors can change the nutritional content and calorie count, so read the label before you decide which product to purchase. The good news is, there is nothing unhealthy about plain coconut water. The coconut water trend may be around a while, so now you can make a well-informed decision about whether or not to indulge. Coconut water is a great alternative to high calorie, sugary beverages and sports drinks for most people, with a nutritional edge.

More than 8,000 restaurant and foodservice buying professionals plan to attend the Western Foodservice & Hospitality Expo with one thing on their agenda -- FOOD. This year, show producer Reed Exhibitions will debut the Food Trends Experience, a new opportunity for food companies to gain exposure by introducing their products to food buyers who are searching for the hottest trends. The Expo, sponsored by the California Restaurant Association, will be held at the Anaheim Convention Center Aug. 12-14. The Food Trends Experience will consist of a 25,000-square foot diamond shaped area reserved for food products aligned with current food trends – from healthy, ethnic, fusion, hot flavors and

more. This new forum takes food purveyors outside the traditional trade-show booth for a new cost-effective, high- impact professional environment. This area will include a Culinary Demonstration Theater, where restaurant and foodservice industry trends can be highlighted in an educational, interactive and entertaining way. “We are listening to our attendees who visit the Show to source the latest food products and we are excited to offer this new feature for restaurant owners, chefs and foodservice operators to find unique, new and interesting food and beverage items,” said Ron Mathews, Industry Vice President for Reed Exhibitions’ Foodservice Events. “An independent jury will review all submissions for the Food

Trends Experience to ensure that only the newest specialty food and beverage products are featured. This new feature area is a terrific value for smaller businesses that have great products and want the opportunity to network and gain exposure.” Companies already approved include: Amoy North America, HomeFree Treats, Ducktrap River, Domino, Lee Food Technology, Edibles by Jack, Savory Creations Intl, LLM Renegade Snacks, Kat’s Jazz Gourmet Foods, Cable Car Delights, Sand Diego Pretzel CO., Cake Pop Creations, GreenBar Collective, Tadin Herb & Tea, Nicholas Enterprises, Art of Tea, Maine Root, Greek Island Spice Dave’s Gourmet, A Tavola Together and more.

Foodservice/Hospitality Show in August


Scolari’s Markets have left California’s central coast, closing its final four locations to concentrate on its 14 markets in Nevada. Owners Joey and Jerry Scolari said in a press release, “The economic downturn hit us hard as far back as 2009, but we put off taking this action as long as we could because of the negative impact on people’s lives.” Joey called it a “gut-wrenching decision,” in a story in the San Luis Obispo Tribune.

Edwards new President of Safeway Safeway Inc. has appointed Robert Edwards President of the company. Edwards has served as Safeway’s Executive Vice President and Chief Financial Officer since 2004. Edwards, 56, will have overall responsibility for the company’s retail operations, marketing, merchandising, corporate brands, manufacturing, distribution and finance functions. He will continue as CFO until a successor is appointed to the position. “Robert is one of those unusual executives with a strong command of both

the financial and operational sides of our business,” said Safeway Chairman and Chief Executive Officer, Steve Burd. “His deep engagement with our operations and marketing units while he has been CFO will make for a seamless transition to his new role. His assumption of these new duties provides me an opportunity to concentrate more of my time on innovation and a range of strategic initiatives that will drive core and non-core business growth in the long term.” The company also announced that Larree Renda, 53, Executive Vice President, will assume additional responsibilities for real estate (including Property Development Centers) and information technology, which adds to her current duties managing human resources and labor relations, strategic initiatives, corporate social responsibility, government relations, public affairs and Safeway Health. “We are taking one of our most productive and talented executives and broadening her duties to include oversight of two key functions,” said Burd. “Both of these changes to our management

structure will further strengthen our senior team and our ability to deliver sustainable growth.” Before joining Safeway, Edwards served as EVP and CFO at Maxtor Corporation, and was SVP, CFO and CAO at Imation Corporation. Prior to that, Edwards had a 20-year career at Santa Fe Southern Pacific Corporation and its affiliates. He currently serves on the Boards of Blackhawk Network Holdings, Inc., Casa Ley, S.A. de C.V., Safeway’s joint venture in Mexico, and KKR Financial Holdings LLC. Renda began her career at retail with Safeway in 1974. After progressing through the store ranks, she joined the corporate team in 1991 as Vice President of Retail and advanced through a succession of more senior leadership roles to her current position as Executive Vice President. She chairs the Safeway Foundation Board of Directors and serves on the Board of Casa Ley. Also, she is on the Board of HSBC Finance Corporation and HSBC North America Holdings Inc. Renda is a Trustee on the National Joint Labor Management Committee.

Retailer News

Scolari’s exits all California locations

John Fiscalini, owner of Fiscalini Farms in Modesto, will be honored as the 2012 “Dairyman of the Year” in October in Madison, Wisc., at the World Dairy Expo. Fiscalini and his children operate the 100-year old family farm into the fourth generation. World Dairy Expo is recognized as the largest dairy-focused event in the world. Dairy Producers from around the globe are invited to attend the event that includes elite dairy cattle shows, Expo Seminars, Virtual Farm Tours, youth competition, contests and more than 800 exhibiting trade show companies featuring the latest products, research and services.

Alpine Meats going strong Despite rumors to the contrary, Alpine Meats is still going strong from its

Stockton headquarters, according to General Manager Cecil McKie. “Our company was sold in December to Martin Purefoods and many people think that we are out of business because of that, but that is not the case,” McKie said. Alpine Meats was a co-packer for Martin Purefoods, which is a manufacturer of specialty products with an emphasis on those of The Philippines, for more than 10 years. When the family that owned Alpine decided to sell the company, it was a natural fit for Martin Purefoods. “We continue to have the capabilities to produce their lines as well as our own,” McKie said. “There have been a few internal changes, but we are still going strong.” Alpine Meats has produced the hot dogs sold at San Francisco Giants and San

Francisco 49ers games for the past 18

years.

Clover Stornetta Farms Clover Stornetta Farms, Inc., one of California’s leading dairy companies, has announced John Bortells will join their executive team as Vice President of Sales and Marketing. With more than 26 years experience in executive sales, marketing and management in the beverage industry for both the national and international marketplace, Bortells will assume responsibility of sales and marketing strategy for the 43 year old Petaluma company. “John comes to us with a unique career history spanning both large corporate organizations and smaller, start-up environments,” said Marcus Benedetti, President and CEO.

Industry News

Fiscalini receives World Dairy Expo honor


Jean Hendrix is framed perfectly in the BelGioioso Cheese booth.

Mike Combs, Mark Ly, Tina Marie Bent and Steve Ly, all of Sugar Bowl Bakery.

Gustav Asmann and Scott Fowler, both of Il Fornaio.John Rumiano and Richard Moore, both of Rumiano Cheese.

IDDBA Dairy•Deli•Bake

New Orleans a key stop on trade show tours

Many Northern California companies attended the annual IDDBADairy•Deli•BakeExpoinNewOrleansinJune, including the ones on this page. Despite the sluggish economy, the show was sold out with more than 1,500 vendor booths. Speakers included Paula Deen, Terry Bradshaw, Jane Buckingham, Jeremy Gutsche, Jack Li, Sarah Palin, Jim Carroll, John Pinette, Harold Lloyd and Adrian Slywotzky. A Show and Sell center featured the latest and greatest in merchandising ideas from across the country in all areas of perishable foods. Michelle C. Williams (Taylor Farms), Janis Paoli (Taylor

Farms Pacific), Vince Ramos (Taylor Farms Pacific).


Mollie Stone’s, a chain of nine supermarkets in the San Francisco Bay area, was the recipient of the 2012 “Ben Schwartz Retail Grocery Visionary Award” from Unified Grocers at its Expo food show in June in Long Beach. This is the eighth consecutive year that Unified has presented the award to an outstanding independent retailer. The award, named after a former Chairman of the Board of Unified Grocers who is nationally recognized as a retail visionary, is an honor given annually to an independent retail grocer or grocery company that is a leader and innovator in the retail grocery industry. The award recognizes retailers who, by their practice and example, have consistently demonstrated initiative, creativity and leadership within their businesses and, in the process, have inspired others to think and act creatively and with passion in the grocery field. To be eligible, retailers must be – or have been – a member of Unified Grocers or one of its predecessor companies. In presenting the award, Al Plamann, Chief Executive Officer, Unified Grocers, said that in addition to being an outstanding progressive retailer, Mollie Stone’s thrives because its owners — Dave Bennett and Mike Stone — have a simple four-word recipe for success: growth, innovation, commitment and passion. “The passion toward customers and retailing is clearly evident as you walk through their stores,” Plamann said. “Every aisle is neat and immaculate, produce is stacked perfectly and also in a way that accents its bright colors; the meat, seafood and bakery departments feature artwork-like displays of mouthwatering products that are literally begging to be purchased; and a fully stocked wine department includes well-trained experts and helpful information that enables you to make the right selection or pair it with the food you’ve purchased. Innovation and quality are central to the success of Mollie Stone’s and that’s why their customers come back to their stores year after year after year,” he added.

Dave Bennett (left) accepts the Ben Schwartz Retail Grocery Visionary Award from Al Plamann, CEO of Unified Grocers as Schwartz and Mike Stone of Mollie Stone’s look on.

Early on, Bennett and Stone made a commitment to healthy foods, including natural and organic products, long before it was acceptable. They did it not because it was fashionable, but because it was “the right thing to do,” in Mike’s words. In accepting the award, the owners also thanked their employees — many of whom attended the event — and gave them credit for much of the success the company has enjoyed over the years. In addition to the award that was presented to Mollie Stone’s, a duplicate of the “Ben Schwartz Retail Grocery Visionary Award” is on permanent display in the lobby of Unified’s headquarters building in Commerce. A plaque recognizing Mollie Stone’s as the 2012 winner has been added to the permanent award. Founded in 1922, Unified Grocers is a retailer-owned wholesale grocery distributor that supplies independent retailers throughout the western United States. Unified and its subsidiaries, which generated approximately $3.8 billion in sales during fiscal 2011, offer independent retailers all the resources they need to compete in the supermarket industry.

Retailer News

Mollie Stone’s reaps major awards

In a separate ceremony in Washington, D.C., Molly Stone’s Markets, were one of five independent retailers honored with The Outstanding Retailers of 2012 by the National Association for the Specialty Food Trade, Inc. (NASFT). The awards recognize excellence in customer service, product sourcing, merchandising, quality assurance and a passion for presenting top-quality food. The winners range from a neighborhood storefront and café to a 20,000-square-foot gourmet emporium to Mollie Stone’s nine-store natural and specialty supermarket chain. They were selected by a national panel of specialty food experts including previous honorees, manufacturers, distributors and editors of Specialty Food Magazine. “This year’s winners share a true commitment to providing premium service, well-edited choices of the latest new products, and a deep connection to their communities that are hallmarks of the specialty food industry,” says NASFT President Ann Daw. Owners Dave Bennett and Mike Stone received the award at the Summer Fancy Food Show in Washington, D.C. in June.


Toni Landry (Land O’Frost) and Bob Boggeri (Boggeri Sales & Marketing).

Saj Kahn, Stephanie Stille, and Josh Dwinell, all of Nugget Markets.

James Payne (Ohana Sales & Marketing), Joanie Webster (Anco Fine Cheese) and Virginia Lazaro (Anco Fine Cheese).

Antonia McDonald, Michelle Boivin, and Marti McDonnell, all of CSM Bakery Products.

Unified Grocers Expo

Reaching out to theIndependent retailers

Unified Grocers, with offices from Los Angeles to Seattle and covering all of the West Coast, is the No. 1 way to reach independent retailers and the company’s annual Expo in Long Beach brings together one of the largest vendor communities annually in the state. Everything a supermarket operator needs in any department ... from private label products, to equipment, to complete operating systems and everything in between ... is available at the show. Many Perishable Food Council members made the trek to Southern California to take part in the Expo, getting a chance to meet many independent operators face-to-face to display their wares.

Weldon Weatherly (Grocery Outlet) and Mike Morello (Kretschmar Deli).

Manufactures of Supreme Brand Ravioli, tortellini, gnocchi, sauces, and frozen food service items, including polpette meatballs, lasagna, polenta with mushroom sauce, meet

and cheese lasagna, eggplant parmigiana, tortellini with pesto sauce.

Fresh, AuthenticLocally Made 925-938-1590 Walnut creek, cA

co-sales company 925-973-6106 (Walker Millner)


Pete Horne (Sunwest) and Bob Wingfield (CSW Food Brokerage).

Phil Tanico (Charlie’s Pride Meats) and Cheryl Powell (Stellar Food Sales).

A display case full of tempting deli items.Michael Bonert (Bonert’s Slice of Pie) and Bob Lanphere (Progressive Food Sales).

Manufactures of Supreme Brand Ravioli, tortellini, gnocchi, sauces, and frozen food service items, including polpette meatballs, lasagna, polenta with mushroom sauce, meet

and cheese lasagna, eggplant parmigiana, tortellini with pesto sauce.

Fresh, AuthenticLocally Made 925-938-1590 Walnut creek, cA

co-sales company 925-973-6106 (Walker Millner)


Ketti Nold (Acosta), Terri Foster (Acosta), Frank Carfioli (Acosta), David Bartos (Ivar’s) and Tim Hogan (Rupari Food Services).

Joe Albera (Tony’s) buys a copy of the Daily Planet from newsboy Benjamin J. Ismail on the way into the show.

Rachel Konarz, Bret Presley, Matt Adrakowicz, and Mickey Gold, all of J. Brass Company.

Brad Hirsch (Whole Foods) and PFC President SuperWoman Christine Wingfield (CSW Food Brokerage).

Tony’s Fine Foods Show

‘Super heroes’ theme turns into a fun time

Super heroes were everywhere, turning the annual Tony’s Fine Foods food show in June in Sacramento into a fun-filled extravaganza. Vendors dressed as every super hero imaginable were on hand to present deals to buyers in the comprehensive one-day get-together. Tony’s Fine Foods will hold its Specialty Foods Show, featuring holiday items, on Aug. 22 from 10 a.m.-4 p.m. at the Golden Gate Club at the Presidio in San Francisco. This will be the third year in a row Tony’s has conducted the show at the foot of the Golden Gate Bridge.

Rich Massoni, Tim Kelly, and Karl Berger (owner), all of Tony’s Fine Foods.


Judy Norton (Norseland, Inc.) with Tracy Wehr (Select Trade Sales) and Christie Saenz (Select Trade Sales).

Past President Rollie Swingle, retired from Emkay, with Kerry Daniels (Select Trade Sales).

Bill Rudolph (Rudolph Foodservice Associates/Sierra Nevada Cheese Co.).

Tracy Higgins (Nasser Co., Inc.) and Bob LoSardo (West-ern Bagel Baking Co.).

An overview of a portion of the colorful sales floor of the Power Balance Arena in Sacramento.

Jerry Grigsby (Associated Brokerage Services) in the Bonert’s Slice of Pie booth.


Karen Tran and David Viviani (both of Sonoma Creamery) on the California Aisle.

Robert Kiss (Butterball),Janet Beardsley (Elite Market-ing), and Steve Canale (Butterball) had an eye-catching display.

Ann Dressler (G.L. Mezzetta) had enough delicious olives to float a boat.

Erin Gonzalez and Terry Fischer (both of Will’s Fresh Foods), had parrots as props.

Mike Hudson Distributing Show

Swashbuckling among perishable foods items

Hooks, peglegs, eye patches and buccaneer costumes complete with jewelry and bandanas were the order of the day as the Mike Hudson Distributing Show was taken over by pirates in April in Santa Rosa. The show continues to grow each year and moved to a building on the Sonoma County Fairgrounds this time around to give the attendees more time to plunder the large turnout of vendors, who courted retailer and foodservice accounts. Games and incentives also were featured during the day-long expo as attendees were able to get up close and personal with the brands and the people behind them. California cheeses were featured along one wall as nothing but Golden State products were offered there.

Jim Davis, George Parisi and Frank Haynes, the owners of Mike Hudson Distributing, pose in front of an impressive replica of a pirate ship.


Mary Miles and Heidi Bertagnolli (La Brea Bakery) had every sort of delicious bread ... except hardtack.

Dolores Piper (Capri Marketing) with Jim Beels (Mike Hudson Distributing) at the Cabot Cheese booth.

Tracy Wehr (Select Trade Sales) worked the Churny Cheese Co. booth.

Bill Stowers (Evergood Sausage) was cooking up mouthwatering samples of different flavors.

Debra Dickerson (Cowgirl Creamery) makes a great assortment of artisan cheeses.

Deitz & Watson not only had a big display, but provided food for everyone.


Perishable Foods Council Intern Program

Students impressed with program

The interns got a chilly reception in Tony’s Fine Foods refrigerated warehouse in Sacramento on the second stop of the tour.

The interns dressed out in clean lab coats and red hair coverings on their trip to Taylor Farms Pacific in Tracy.

(EDITOR’S NOTE: Each of the 15 interns submitted a final paper on their individual impressions of each of the 10 stops on the spring tour. The following excellent essay is representative of many of the submissions and is printed in its entirety. Shorter comments from other interns also are presented in capsule versions.)

By TIFFANY NGUYENUC Davis

Growing up in a big family, I have always valued the traditions that surround the dinner table. Food and mealtimes will forever be of great importance to me, and this has contributed greatly to what made me want a career in the food industry. In school, I loved learning about the sensory, chemical, microbiological and safety properties of foods, as well as the journey that different raw agricultural goods make to become the final products we find on our tables. As a recent alum of UC Davis, I was eager to learn more about what they don’t teach in the books, and I’m so grateful that Bill Rudolph gave me the opportunity to be an intern for the Perishable Foods Council of Northern California, as it has given me an invaluable glimpse of what the food industry could offer me. Not only did it benefit me in helping to narrow down a field of the food industry to focus on through the different site visits, but it also showed me the bigger picture of how food products travel and transform from farm to table. The Spring 2012 PFC internship kicked off at Mama Rosa’s Italian Restaurant in Pleasanton. Here, the interns of UC Davis and San Jose State University met for the first time to break bread and begin our journey through the food industry. Following a delicious lunch, the owners, Sebastian and Nicole Sandoval, gave us a tour of the front and back of the house and explained what it’s like to run a private restaurant from working

with multiple suppliers to the kind of decisions that need to be made about uncompromising quality. Following our start at a family business like Mama Rosa’s, the interns next went to learn about distributors and marketing at Tony’s Fine Foods, an organization that has grown impressively far from just selling salami out of a truck in 1939, while still maintaining a strong sense of family throughout. While walking through hallways covered in history and family photos, exciting chilly warehouses, and busy offices, we learned about how the company grew to where it is today in maintaining all the products it works with and how it works to keep up with technology through social media outlets. The tour left us excited to be invited to its annual food show in June. Walking through the warehouse of products at Tony’s paved the way to our next tour, at Nugget Markets, to see how the products get to the shelf for consumers. The retailers gave insight to how they style their stores after European open-air markets and shared their secrets to maintaining visual interest through product placement displays. The most impressive part of the Nugget was the commitment to delivering great products to their customers. Upon seeing an almost empty produce storage room, I realized that the store not only provided a great variety of local and international shelf products, but also the freshest products possible, a quality that I was personally impressed by. It set a great example of a fast growing company dedicated to giving only the best to its customers. Although one of our original sites was cancelled, the internship next took us to Thunder Valley Casino Resort in Lincoln to see a complete “back of the house” tour of how the resort runs each and every one of its individual foodservice establishments from room service to the big buffet to each of its




March 20 – Mama Rosa’s, PleasantonMarch 27 – Tony’s Fine Foods, SacramentoApril 3 – Nugget Markets, West Sacramento April 10 – Thunder Valley Casino Resort, LincolnApril 17 – Taylor Farms, TracyApril 24 – National Food Labs, LivermoreMay 1 – Foster Farms Dairy, ModestoMay 8 – Institute of Food Technologists (IFT) Showcase, PleasantonMay 15 – Acosta Food Broker, PleasantonMay 22– Concannon Winery (Final lunch), Livermore

PFC Intern ProgramSpring 2012 Schedule

themed restaurants. While raw ingredients were delivered and stored in one location of the property, each of its foodservices proved itself in delivering unique dishes that went with each individual theme and level of dining. At Taylor Pacific Farms in Tracy, the PFC interns were surprised with shelves full of all too familiar products. The specialty products and produce distributor showed how it prepares ready-to-eat products on shelves of fast food businesses and grocery markets. As college students and recent grads, these products definitely hit home, and it was so reassuring to see the extremely strict regimen of cleaning and preparation that went into products that we often turned to during our busiest weeks of exams and papers that left us with no time to prepare raw foods for ourselves. With a reminder of school on the brain, the next tour was set at National Food Labs in Livermore, an incredibly impressive plant specializing in contract research and development of food products. As a student whose favorite lab classes were in food chemistry and properties, I was blown away by the different career possibilities I learned about in product innovation. The tour took us through the entire process of how new products are created from the steps taken at the research and development labs to consumer and sensory testing, even giving us a chance to participate in a consumer test for cookies. The chocolaty goodness of the cookies could only be topped with a tour of where ice cream comes from – Foster Farms Dairy plant in Modesto. The production plant tour showed us every step of the way from where raw milk was received, to all the different paths it gets taken through to become products like dry milk, butter, cottage cheese, ice cream, shake mix at a few of our favorite foodservice chains, and even the reminiscent little cartons of milk we drank when we were kids. It was back to business as we attended a seminar at Acosta Sales & Marketing in Pleasanton. As the largest food broker in the U.S., we were impressed to be given a breakdown of how the


brokerage business works. In an open forum, we discussed how products go from principals to distribution centers and big markets, how shelf sets and schematics works and also were educated on how our very own Bill Rudolph’s role as a food service broker differed from Acosta food brokers. We got to know Bill a whole lot better on this site visit with a better understanding of what he did, learning about a new Greek yogurt product he had a big hand in, and also meeting his baby—the smokin’, bright red classic Thunderbird he drove that day. The final stop in the internship was a tour and wine tasting at Concannon Winery ... not a bad way to finish. Jim Ryan, the estate manager started off the tour with a lesson in its history and legacy, including its role in America’s first Petit Sirah and


The interns traded their shower caps for hard hats on the Foster Farms Dairy tour in Modesto.

Some of the interns ham it up outside the Acosta Sales & Marketing stop in Pleasanton as Bill Rudolph guards his 1957 Thunderbird.

What the interns saw and learned



Meet the 2012 Spring Interns San Jose State:

UC Davis:

Tatiana Klebanov

Sarah Samet Keri Waller Leslie Juarez Carly Hoobler Sylwia Clos

Angela Patiwiharja

Elaine Chow Stefani Kawabata

Kendel Antablin Laudan Imani Seun Seun Yim

Emily Sin Tiffany Nguyen Timothy Tran

“I am very pleased with the insight gained regarding the intricate processes that help make the food industry in the U.S not only possible, but also a thriving success. It was interesting to see how businesses that are involved in food production, processing, distribution and retail operate within the U.S. In addition, it was a great opportunity to meet professionals within these various areas of the food industry and gain information as to the role they perform. I realize there is a large field wherein I can apply my Dietetics degree when I graduate from SJSU.”

– Carly Hoobler, San Jose St.

The interns witnessed pizza being tossed at Mama Rosa’s.


PFC Second Vice President Bill Rudolph (Rudolph Foodservice Associates) has a liberal policy as to who can be included on the intern tours, as this photo from the stop at the Institute of Food Technologists Showcase shows.


Interns have high praise for PFCpioneering clones of Cabernet Sauvignon. Established in 1833, one of the stories that interested me most was that this winery was one of the few places that legally produced alcohol during prohibition, as its close relationship with the church allowed it to be one of the sole providers of wine for mass. As a result, it’s one of the few wineries to have bottles of wine from those years of harvest. Stepping from the past to the future, Ryan also showed us the winemaking process today, and all the steps the property takes toward being ecofriendly and sustainability, such as its solar powered bottling room. We got a hands-on trial in the lab with checking pH and pA levels of Cupcake Vineyards wine, a label familiar to us on the shelves of our local grocery stores, and then finished off our internship with a delightful afternoon wine tasting picnic under the trees outside of the wine tasting room. Overall this internship gave me more than anything I could have imagined. I was given the opportunity to see into so many peepholes into the food industry and where it could take me. I met peers with the same kinds of interests in food as me, and professionals who were in my shoes at one point or another before they got to where they are today. I can only hope that I could step into their shoes one day. I am so grateful to Bill and the Perishable Food Council for this experience, and I am more excited than ever to jump into the food industry and make a splash.

“This internship program had allowed me to see successful food establishments in Northern California, from the processing of the produces to selling them to the consumers. Everyone in the internship was wonderful and lively. This internship provided us with an experience that we would never get somewhere else. I would definitely recommend this internship to my friends who are interested in the food business.”

– Angela Patiwiharja, UC Davis

“Not only did the Perishable Food Council Internship give me a variety of experiences within the multiple facets of our food industry, but it allowed me to network with professionals and even get a job interview. I would highly recommend this program for other students because of the diversity of knowledge offered, as well as the great people met along the way. Bill Rudolph truly cares about his interns and will do whatever he can to help his students be successful. I will actually be scooping ice cream for Foster Farms this summer a couple times a month, thanks to Bill as well. This program was delightful; I couldn’t have asked for a better experience.”

– Keri Waller, San Jose St.

Chemistry lab never tasted as good as the one at Concannon Winery in Pleasanton, the final stop of the 2012 spring tour.


“The place and moments captured on these tours are invaluable. Not many if few get to explore and experience behind the scenes of the food industry. It gave me greater appreciation into the field I have chosen as a career. We have an abundance of food in California and some of our citizens still suffer from hunger. I hope to take what I’ve learned and make changes in our communities one day.”

– Leslie Juarez, San Jose St.


July is Hot Dog Month

Record consumption numbers for U.S. July is National Hot Dog Month – and July 22 is National Hot Dog Day – and according to the National Hot Dog and Sausage Council, Americans will be consuming the “tube steaks” in record numbers this summer. The Council estimates that more than seven billion hot dogs will be eaten by Americans between Memorial Day and Labor Day. During the July 4th weekend alone (the biggest hot-dog holiday of the year), 155 million were expected to be downed. Every year, Americans eat an average of 60 hot dogs each. They are clearly one of the country’s most loved, but most misunderstood, comfort foods. Below you’ll find some questions regarding the hot dog. How did the hot dog get its name? The term “hot dog” is credited to sports cartoonist Tad Dorgan. At a 1901 baseball game at the Polo Grounds in New York, vendors began selling hot dachsund sausages in rolls. From the press box, Dorgan could hear the vendors yelling, “Get your dachshund sausages while they’re red hot!” He sketched a cartoon depicting the scene but wasn’t sure how to spell

“dachshund” so he called them simply, “hot dogs.” And the rest is history. What exactly is a hot dog made of? Nope. You’re not allowed to ask that one. Do you really want to know anyway? For the record, the Council refers to the actual meat as “specially selected meat trimmings.” They would like to point out, however, that thanks to stricter U.S. Department of Agriculture rules, hot-dog meat has become much leaner and, unless otherwise indicated, must be made from muscle (as most meat found in supermarkets is). Most supermarket hot dogs use cellulose casings, which are removed before packaging. Some, however, still use the traditional natural casings, made from animal intestines. By law, a hot dog can contain up to 3.5 percent of “non-meat ingredients.” Don’t be scared. This is usually just some type of milk or soy product used to add to the nutritional value. Many hot dogs may be relatively high in fat and sodium, but they are also a good source of protein, iron, and other necessary vitamins.

What is the most popular condiment for a hot dog? Council research shows that for adults, mustard is the condiment of choice, while children prefer ketchup. That said, preferences do change from region to region. For instance, hot dogs in New York are generally served with a lighter mustard and steamed onions, while Chicago hot dogs can come with mustard, relish, onions, tomato slices, or pretty much anything at all. Kids were also asked what condiment they would use “if their moms weren’t watching,” and 25 percent opted for chocolate sauce. Do I spread my condiment on the meat or on the bun? Always dress the dog and not the bun. The Council also recommends the following order for condiment application: first wet (mustard for example), then chunky (relish or onions), then cheese if desired, then any spices. What should I drink with my hot dog? Lemonade and iced tea—the tastiest drinks for a summer barbecue—are perfect with hot dogs.

A new cultural mix is shaping the retail food market, according to the What’s In Store 2012 report from the International Dairy-Deli-Bakery Association™ (IDDBA). The burgeoning U.S. Hispanic population, in addition to single-person households, are steadfast forces in the grocery aisle. Active Baby Boomers and newly empowered Millennials are also a mushrooming presence in the market. At the same time, women and men are transforming gender stereotypes in retail. What’s in Store is a secondary research trends report compiled from over 150 credible industry resources. The U.S. Hispanic population was responsible for more than half of the increase in U.S. population from 2000 to 2010, the U.S. Census Bureau reported.

That population growth will continue amid higher birth rates and steady immigration from this group. Hispanic buying power hit $1 trillion in 2010, and is set for a 25% climb to $1.5 trillion by 2015, according to The Multicultural Economy report from the Selig Center for Economic Growth at the Terry College of Business at the University of Georgia. Hispanic households spend more on groceries than the general population and tend to have larger families with nearly twice as many children under the age of 18. Hispanic consumers are more alert to in-store promotions and less affected by advertising and product placements. Singles are another flourishing demographic. Single-person households have tripled in the last 30 years to 27% of

U.S. households, outnumbering those of married couples with children, according to the U.S. Census Bureau. People are marrying later, if at all. And 45% of seniors are single, the U.S. Census Bureau found. The count of single households could see another boost as the economy rebounds if adult children living at home venture out on their own. For these reasons, single-serving packages and packages with fewer servings can cater to a sizeable market. What’s in Store 2012 details consumer and industry trends affecting the dairy case, cheese case, bakery, deli, and foodservice supermarket departments. It is available from IDDBA. The cost is $99 for IDDBA members and $399 for non-members, plus shipping and handling.

IDDBA What’s In Store report available


1963, Howard Gravelle1964, Tom Wolf1965, Art Baizer1966, Rueben Reimche1967, Romey Paulucci1968, Leonard Erkkila1969, Howard Gotelli1970, Paul Miller1971, Lloyd DeMartini1972, Bill Stuve1973, Joe Rickards1974, Joe Sanchez1975, David Freedheim1976, Tony Scafi ne1977, Jerry Boitano1978, Bill Meck1979, Larry Woolf1980, George Mullin1981, Gene Matisoff1982, Dan Erwin1983, Alex Kennett1984, Ralph Salvemini1985-86, Sue Johnstone1987-88, Ed Cambra1989-90, Leslie Ward1991-92, Carl Cerruti1993-94, Tina Alo1995-96, Pete Rocha1997-98, Jeff Strah1999-2000, Rod Ramsey2001-02, Mike Levy2003-04, Rollie Swingle2005-06, Janet DeAngelis2007-09, Terri Foster2010-2012, Christine Wingfi eld

Past

Presidents

Bill Meck, 1978 PFCPresident William F. “Bill” Meck, who served as President of the Perishable Foods Council in 1978, died June 4, 2012, in San Mateo. He was 92. He was born in Cleveland on Jan. 29, 1920, to Fred and Martha Meck. He was predeceased by his parents and fi ve siblings. In 1941, Bill married Jean Olsen. He had many great accomplishments in his life and was proud to have served his country in the Army Air Corps during World War II. Following the war, Bill and Jean moved to Hillsborough, where they raised their two daughters. He was a successful entrepreneur and opened a meat packing business in Burlingame. PFC Board of Directors member Cris Mazzai of Safeway, said, “We bought a ton of his meatballs and the Meat department PAK N SAV freezers in the nineties were loaded with PAN READY boxes of products,” she said. “He was a pioneer in the portioned controlled meats and meat by-products, the original chicken chops and cutlets. He had learned so much about foods when he was in the Army during WWII and that knowledge made him a very successful businessman and gave him a lucrative career. “He lived well, worked hard, loved his family and friends and died surrounded by all. It doesn’t get better than that,” she said. Meck was a talented golfer and was a member of the Olympic Club in San Francisco for more than 50 years. His love of golf led him to Napa. He is survived by his daughters Bonnie Hower (David), Kathryn Harley (late Chris); his three grandchildren Brian (Jenny), Kelly (Carter), Heather; and great-grandchildren Colin, Spencer and Christopher. Services have been held.

Thank you

Mi Pueblo

Food Center for

Being a Great

Independent!

MARIN CHEESE COMPANY

MARIN CHEESE COMPANY 415.479.1200

We are proud to salute:

independent

retailer

mi pueblo

food center!

MIKE LEVY925.286.1036

[email protected]

PERISHABLE FOODS CONNECTION, Third Quarter 2012 3130 PERISHABLE FOODS CONNECTION, Third Quarter 2012

Calendar

Absolute ..........................11Arla Foods ....................... 5Bar-S Foods .....................11Cacique USA .................. 7CSW Brokerage .............11DND Sales ...................... 7Genova ............................19

Ad index

July4 – Independence Day.27-29 – Produce Marketing

Association Foodservice Conference & Expo, Monterey. Information: www.pma.com

August12-14 – Expo Comida Latina,

Anaheim Convention Center. Information: [email protected].

2 – PFC Golf Tournament, Poppy Hills GC, Livermore. Information: www.perishablefoodscouncil.com.

September3 – Labor Day.9-11 – RBA’s All Things Baking,

Brown Convention Center, Houston. Information: www.aibonline.com.

10-11 – Tortilla Industry Association Convention & Expo, Caesar’s Palace, Las Vegas. Information: www.tortilla-info.com.

11-12 – NLS Food Evolution Summit, JW Marriott Desert SpringsResort & Spa, Palm Desert. Information: 416-366-0001.

16 – Mexican Independence Day.17 – Rosh Hashanah.19-22 – Natural Products Expo

East, Baltimore. Information: 303-998-9528.

21-23 – 44th DDBC National Seminar, Bacara Resort & Spa, Santa Barbara. Information:562-947-7016.

26 – Yom Kippur.October

12-15 – Produce Marketing Association Fresh Summit International Convention & Expo,

Anaheim. Information: www.pma.com.13 – City of Hope Harvest Ball,

Century Plaza Hotel. Information: 213-202-5735 x 26285.

November1 – PFC Presidents’ Dinner, Hilton

Hotel, San Jose. Information: www.perishablefoodscouncil.com.

11 – Veterans Day.11-13 – Private Label Trade Show,

Rosemont Convention Center, Chicago. Information: 212-972-3131.

22 – Thanksgiving Day.December

8 – DDBC Holiday Dinner Dance and Installation of Offi cers, Waterfront Hilton, Huntington Beach. Information: 562-947-7016.

9 – Hanukkah.25 – Christmas Day.

2013January

1 – New Year’s Day.20-22 – Winter Fancy Food Show,

San Francisco. Information: www.specialty-foods.com.

21 – Martin Luther King Day.26 – Perishable Foods Council

Winter Gala, Silverado Inn, Napa. Information: www.perishablefoodscouncil.com.

February10-13 – MeatXpo, Las Vegas, NV.

Information: 510-763-1533.18 – Presidents Day.

April18-20 – California Cheese & Butter

Convention, Sonoma Renaissance Resort & Spa, Sonoma. Information: www.cacheeseandbutter.org.

Gourmet Demo ..............30Marin Cheese ..................29M. Levy & Company ......29Taylor Farms ............ CoverTony’s Fine Foods ........... 2Trax Industrial .................13United Bakery .................13

The number of consumers using private label food and beverage products continues to rise, but U.S. consumers are losing their enthusiasm for these value-oriented options, according to a recently released report by The NPD Group, a leading market research company. The report fi nds that private label’s share of household servings was 18 percent in 2000 and reached 27 percent in 2011. In contrast to steadily increasing usage, the satisfaction with private label foods meeting consumers’ needs has dipped from 32 percent in 2009 to 24 percent in 2012. The increased usage of private label foods and beverages in recent years may have been more a matter of necessity as a result of the economy and higher grocery prices than deliberate intention. According to the report entitled The Evolution of Private Label – Does Brand Name Really Matter?, in 2009, 34 percent of adults said they intended to purchase more private label foods versus a year ago, but that percentage has dropped to less than a quarter of adults in 2012. This does not mean private label products have failed to make progress over the last decade since the report fi nds that two-thirds of adults say store brands’ quality is much better today than it was fi ve years ago. The report examines why private label servings may be up, but intent to purchase more private label is down, and fi nds, among the explanations, that consumers’ store brand name awareness and identifi cation remain quite low. For example, 25 percent of shoppers are unable to identify the top selling store brand as a store brand.

Private label up; satisfaction not

Please join us at beautiful Poppy Ridge Golf

Course for our annual golf tournament. You will

not want to miss out on this unforgettable and

fun event, mark your calendars today. Visit us

at www.perishablefoodscouncil.com to reserve

your spot.

Save the Date

August 27, 2012

Hole 9 “Merlot”

GolfFlyer.indd 1 4/4/12 6:58 AM

30 PERISHABLE FOODS CONNECTION, Third Quarter 2012

Calendar

1/8-page here gourmet demo new direct to you

Absolute ....................... 11 Arla Foods ................... 5 Bar-S Foods ................. 11 Cacique USA ............... 7 CSW Brokerage .......... 11 DND Sales ................... 7 Genova .......................... 19

Ad index

July4 – Independence Day. 27-29 – Produce Marketing

Association Foodservice Conference & Expo, Monterey. Information: www.pma.com

August12-14 – Expo Comida Latina,

Anaheim Convention Center. Information:[email protected].

22 – Tony’s Fine Foods Specialty Show, Golden Gate Club, San Francisco. Information: www.tonysfinefoods.com.

27 – PFC Golf Tournament, Poppy Hills GC, Livermore. Information: www.perishablefoodscouncil.com.

September3 – Labor Day. 9-11 – RBA’s All Things Baking,

Brown Convention Center, Houston. Information: www.aibonline.com.

10-11 – Tortilla Industry Association Convention & Expo, Caesar’s Palace, Las Vegas. Information: www.tortilla-info.com.

11-12 – NLS Food Evolution Summit, JW Marriott Desert Springs Resort & Spa, Palm Desert. Information: 416-366-0001.

16 – Mexican Independence Day. 17 – Rosh Hashanah. 19-22 – Natural Products Expo

East, Baltimore. Information: 303-998- 9528.

21-23 – 44th DDBC National Seminar, Bacara Resort & Spa, Santa Barbara. Information:562-947-7016.

26 – Yom Kippur. October

12-15 – Produce Marketing Association Fresh Summit International Convention & Expo, Anaheim. Information: www.pma.com.

13 – City of Hope Harvest Ball, Century Plaza Hotel. Information: 213- 202-5735 x 26285.

November1 – PFC Presidents’ Dinner, Hilton

Hotel, San Jose. Information: www.perishablefoodscouncil.com.

11 – Veterans Day. 11-13 – Private Label Trade Show,

Rosemont Convention Center, Chicago. Information: 212-972-3131.

22 – Thanksgiving Day. December

8 – DDBC Holiday Dinner Dance and Installation of Officers, Waterfront Hilton, Huntington Beach. Information: 562-947-7016.

9 – Hanukkah. 25 – Christmas Day.

2013January

1 – New Year’s Day. 20-22 – Winter Fancy Food Show,

San Francisco. Information: www.specialty-foods.com.

21 – Martin Luther King Day. 26 – Perishable Foods Council

Winter Gala, Silverado Inn, Napa. Information:www.perishablefoodscouncil.com.

February10-13 – MeatXpo, Las Vegas, NV.

Information: 510-763-1533.

Gourmet Demo ............ 30 Marin Cheese ............... 29 M. Levy & Company .. 29 Taylor Farms ....... Cover Tony’s Fine Foods ...... 2 Trax Industrial ............. 13 United Bakery ............. 13

The number of consumers using private label food and beverage products continues to rise, but U.S. consumers are losing their enthusiasm for these value- oriented options, according to a recently released report by The NPD Group, a leading market research company.

The report finds that private label’s share of household servings was 18 percent in 2000 and reached 27 percent in 2011. In contrast to steadily increasing usage, the satisfaction with private label foods meeting consumers’ needs has dipped from 32 percent in 2009 to 24 percent in 2012.

The increased usage of private label foods and beverages in recent years may have been more a matter of necessity as a result of the economy and higher grocery prices than deliberate intention. According to the report entitled The Evolution of Private Label – Does Brand Name Really Matter?, in 2009, 34 percent of adults said they intended to purchase more private label foods versus a year ago, but that percentage has dropped to less than a quarter of adults in 2012. This does not mean private label products have failed to make progress over the last decade since the report finds that two-thirds of adults say store brands’ quality is much better today than it was five years ago.

The report examines why private label servings may be up, but intent to purchase more private label is down, and finds, among the explanations, that consumers’ store brand name awareness and identification remain quite low. For example, 25 percent of shoppers are unable to identify the top selling store brand as a store brand.

Private label up;satisfaction not


Please join us at beautiful Poppy Ridge Golf

Course for our annual golf tournament. You will

not want to miss out on this unforgettable and

fun event, mark your calendars today. Visit us

at www.perishablefoodscouncil.com to reserve

your spot.

Save the Date

August 27, 2012

Hole 9 “Merlot”

GolfFlyer.indd 1 4/4/12 6:58 AM

32 Perishable Foods ConneCtion, Third Quarter 2012

A L W A Y S F R E S H

Delicious Food

Simple & Pure

www.taylorfarmsdeli.com toll free 800.731.7388

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