SEPTEMBER 2014

S F B ZAPPE N I N G S

September News The long, hot summer is over, and the holiday season is just months away. Our retail staff is hard at work gathering store data so we can launch our new SFB PRO IPAD project to the trade. Let’s do our best to get this done so we can begin to reap the benefits of all our hard work and money. Football season is here, FINALLY! This means sales of snacks and salsa will skyrocket. September is Hispanic Heritage Month, the second biggest month for selling Mexican Foods. A lesser-known fact is September is Chicken Month, Can you say “WINGS!” On a personal note, as I mentioned in the August newsletter, I took a vacation in Alaska with my family. I look forward to sharing the pics with everyone at our next meeting. We also got some very good news, my daughter Chelsea is engaged to marry her long time boyfriend Ryan. The date has been set, March 20th 2015. Chelsea and Ryan are in the process of packing and moving back to South Florida so Ryan can begin the training process here at Seidman Food Brokerage. He will be working and training with several of you to learn all aspects of the

business. We have said for a long time now that we need to get younger and this is a big step in that direction. Lastly, I want to thank every single one of you for what you do. I am constantly blown away by the dedication and hard work of every one of you. THANK YOU! -Gary

Gary’s Notes

Zappa Quote of the Month For once I hope he is right: “There will never be a nuclear war; there's too much real estate involved.”

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SEPTEMBER 2014

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Summer Heat This month I had the pleasure of spending some time with some good friends of mine in one of the greatest small cities in Louisiana. That’s right you guessed it, New Iberia Louisiana, home of the oldest rice mill in the country, Conrad Rice Mill, where our good friend Mike Davis took us on a tour of the mill and taught us how rice is processed. Mike also showed us how his spices and crackers are made. We got to have lunch with all of his staff and answer any questions they may have had about how we sell their products. Mike and his

folks made us feel right at home. That same day we visited Avery Island home of Tabasco, where we were shown how Tabasco hot sauces are made. We even got to taste the pepper mash right out of the bourbon barrels. Mary Beth Farris took time off of her busy schedule and showed us the offices and introduced us to Tony Simmons the president and CEO of Tabasco. Tony was gracious enough to meet with us and give us a little history about the company. When we were done he thanked us for coming in and signed some books for us to bring back with us.

We are family! ♬ ♫

Vic’s Sound Bite

Above, John, Mike Davis and Gary at Conrad Rice Mills and Victor with Mike Davis

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SEPTEMBER 2014

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So you may ask me, “Victor what does this have to do with New Iberia being one of greatest small cities in Louisiana?” It has everything to do with it. The people of New Iberia are wonderful; they are friendly, genuinely happy people who go out of their way to make you feel welcome. If you are ever in Louisiana please make sure to visit New Iberia you won’t be disappointed. The food and the Cajun people will make you feel right at home as they say in Louisiana. “Laissez le bon temps rouler.” Let the good times roll. Good luck and good selling! -Vic

Photo top left, Mike Davis explaining the milling process at Conrad Rice Mills. Below, pepper plant at Tabasco and Victor with Mary Beth Farris.

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SEPTEMBER 2014

The Natural Side – John Kacsan The month was a slow month for the natural team with no Whole Foods meetings. Sue and David were busy getting placement and case stacks. We picked up several new lines this month including: natural Betty Lou’s bars and protein powders; Kabrita baby food made from goat’s milk, with

placement in both Whole Foods Florida and Whole Foods South; Growers Alliance bulk nuts from Kenya; Magic Seasonings for natural stores, Publix and BiLo holdings; and Sir Richard’s condoms for natural and grocery. Gary, Victor and myself went to the KeHE Customer Appreciation Weekend in New Orleans. The setup for this show was Saturday, August 23rd anad the show was on Sunday. We had 18 vendors at the show including RiceSelect, Sam Mills, Hormel, and Conrad Rice Mills. (See the complete list in the CAW Show story.) The southeast had about 50 natural stores from our area. We wrote about 150 orders for these stores. In your visits to Whole Foods look to see if Kabrita baby food shows up.

At left, Tabasco sauce in the barrel and below the book that tells the Tabasco company story.

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SEPTEMBER 2014

Retail Team News – Mike Seithel Phase two is coming up quick and should make scanning go a little quicker. So far we are closing in on 300 stores for the first month of scanning. At this rate we could be finished within three months. Then the real fun begins. We take all the data we have collected and begin fixing all the issues we have. I have noticed as I scan each store there are several OOS issues and only a few missing items from the POG. It all seems to be a matter of how good the reset team is and how well the management monitors the resets. We all need to approach each store with the attitude of how can I help fix the issues. We are the Professionals and we have the tools. With all of that said welcome to the NEW WORLD OF RETAIL. And you are the leaders in this brave new world. If anyone asks what it is you are doing just say you are auditing the store. The last thing we want to do is share what we have with our competitors. We must always stay one step ahead of everyone else. Team totals will return next month.

Team Accomplishments

Week # 1 2 3 4 5 Grand Total

Avg. Items/Store

Mass Retail Sales Lisa W. Stores Items Mike V. Stores Items Cathy C. Stores Items Luis C. Stores Items Bob K. Stores Items Team Totals Stores Items

Natural Sales Sue S. Stores Items David L. Stores Items Team Totals Stores Items

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SEPTEMBER 2014

Exceptional Displays & Ideas   All  of  these  photos  are  from  David  Lapinsky.  The  first  two  are  of  CocoZia  

floor  displays  in  Whole  Foods.  The  first  one  is  from  Dale  Mabry,  Tampa,  FL  and  

the  second  is  from  Carrolwood,  FL.  The  third  photo  of  G  H  Cretor  snacks  is  from  

Abby’s  in  Tampa,  FL.  The  bottom  two  photos  are  from  Rollin  Oats  in  Tampa,  FL;  

CocoZia  (end-­‐cap  AND  floor  display!)  and  Colvita  EVOO  floor  display.  

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SEPTEMBER 2014

Exceptional Displays & Ideas   The  top  row  photos  are  from  David  Lapinsky  of  CocoZia  in  an  end-­‐cap  

display  at  Whole  Foods,  Bayhill,  FL,  a  floor  display  at  Nature’s  Food  Patch,  

Clearwater,  FL,  and  another  end-­‐cap  display  of  White  Coffee  at  Nutrition  Smart,  

Wesley  Chapel,  FL.  

Welcome new vendors, Jagg Marketing makers of CoraBella gluten free gnocchi and traditional pasta and Morris National makers of Nutsters.

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SEPTEMBER 2014

Exceptional Displays & Ideas   The  first  top  photo  is  from  Bob  Kroll  of  Xochitl  chips  and  salsa  in  a  

cubbyhole  display  at  Publix  #394  in  Wellington,  FL.  The  others  are  from  Steve  

Wallace.  KeHE  Sales  Pro,  Ronnie  Hough  created  these  two  displays  in  Lakeland,  

FL.  Xochitl  chips  are  in  an  end-­‐cap  display  at  the  Lake  Mary  Publix.  Calhoun  

Bend  Mill  mixes  are  in  the  produce  department  at  the  Southgate  Publix.  

Photo left is from Lou Campos of a Kosher display with Osem, Streits, and Wolff’s from Birkett Mills products at Publix #1397 in Miami, FL.

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SEPTEMBER 2014

Associated Grocers Trade Show This show was August 7 & 8 in Miami FL. Victor Rancel, Steve Biase, and Steve Wallace represented SFB. Our direct vendors included Pacific Foods, Saputo, Sokol and Twinings. In the KeHE area our vendors included Cento, Cornfields, Dare, Lee Kum Kee and Marukan. First photo below is of the entrance to the show. Steve’s birthday was on August 7 and he is seen below celebrating with Tim Mairn, Twinings, John DeCarlo, Sokol, and Sonya Leitner, Saputo. Lastly, Steve Wallace is with Gina of Bravo Supermarkets.

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SEPTEMBER 2014

KeHE CAW Show This Customer Appreciation Weekend show was Aug. 24 in New Orleans, LA. Gary Seidman, Victor Rancel and John Kacsan represented SFB. Our vendors included Atlantic Natural Foods, Blossom Fine Foods, Conrad Rice Mill, Derlea Brand Foods, Doctor in the Kitchen, EkoBrew, Honey Acres, Hormel, Nature’s Dynamic, Otis McAllister, Pacific Foods, Q & B Foods, Ramar International, RiceSelect, Sam Mills, Shelton Poultry, Starlight Cuisine and White Coffee. In the photos below are John Kacsan with Donn Kelly of Doctor in the Kitchen; John with John Maynard of RiceSelect; Nature’s Dynamic booth with Justin and Wes; Ramar International booth (Magnolia ice cream and Kusina entrees) with Tom; Conrad Rice Mill with Sandy and Mike Davis; and Starlite Cuisine with Judy and Desi. More are on the next page.

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SEPTEMBER 2014

More KeHE CAW Show In these photos we have Mark generating a lot of interest at the Honey Acres booth, Keith with Sam Mills, and Kelly at the EkoBrew booth. Our thanks go to Victor for all of the show photos.

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September Promotions

Upcoming Trade Shows Show Dates Location Expo East Sept. 18-20 Baltimore, MD KeHE Table Top Oct. 3 Orlando, FL Americas Food and Beverage Oct. 28-29 Miami Beach, FL

Promo Month

Promo Period Brand Product Line Description

SEPT   8/27-9/16 CHOLULA   HOT  SAUCE  SEPT   8/27-9/16 KOOPS   MUSTARD  SEPT   8/27-9/16 LA  PIANA   PASTA  SEPT   8/27-9/16 MAGIC  SEASONING  BLENDS   SEASONINGS  SEPT   8/27-9/16 MRS  MILLERS   NOODLE  WIDE  SEPT   8/27-9/16 PASCHA   CHOC  BARS  SEPT   9/17-9/30 GAUCHO  RANCH   DULCE  DE  LECHE  SEPT   9/17-9/30 HONEY  ACRES   CHOC  HONEY  MINT  .2Z  SEPT   9/17-9/30 OLDE  CAPE  COD   SOUP  SEPT   9/17-9/30 COCOZIA   COCONUT  WATER  OG  SEPT   9/17-9/30 TOMMYS   FROZEN  SIDES  

SEPTEMBER 2014

Life is Good at SFB Below is a message from Mike Bloom to Cathy and Gary Seidman. Just wanted to thank you for the great health insurance you provide. My little same day surgery bills added up to almost 30 grand. It’s only going to cost me 350 bucks. When each provider verified the insurance they all said I had a great plan and should be very thankful. Thanks,

Michael Bloom

Let’s Celebrate! September Birthdays

Sept. 11 Bob Kroll Sept. 16 Miriam Jimenez Sept. 26 Lisa Westra Sept 27 Victor Rancel

October Birthdays Oct. 5 Mike Bloom Oct. 7 Cathy Seidman Oct. 19 Lou Campos

September Anniversaries none

October Anniversaries 2003 Mike Vickery 2013 David Lapinsky