DeCA East Zones 21, 23, 24, 25, 26 & 27 Southbridge Hotel and

Conference Center

Produce Operational MeetingJune 17, 2008

Agenda

What Do Customers Really Want?

Improving Performance

The Next Level

What Do Customers Really Want?

Person to person interaction82% said they had minimal interaction with produce. 42% more likely to purchase if they had attention / interaction

Taste – sample74% said taste was extremely important in purchasing decision

Customer Service27% want better customer service

Call to Action

Interacting with customers must be taught and emphasized as an important sales tool.The produce team must be able to speak to customers about benefits/features of the weekly ad items.Each week the newsletter provides product information. In addition, informational emails are sent with product specifications to the produce managers.Produce managers and produce leads must be on the sales floor, lead by example and train their team to engage the customer.

Merchandising ReportsStore CreditsPromotionsPromotional Order RecapsOrder GuidesProduce Updates / NewslettersProduce Specialists

Improving PerformanceTools We Provide

Produce Specialists and the Role They Play

Execute the marketing planAssist with DeCA Theme Events – Outreach Projects (On-Site Sales, Fun Runs, etc.)Participate and help with contests,assist with orders: making suggestions and planning weekly ads, power buy, spot deals and signage, achieving goalsAssist with training Assist procurement with estimates for adsReporting: weekly and monthlyCommunication: Store Director and Produce Manager Photos: Spread the Good News

Planning

Meet weekly with the Produce Manager, and as requested by the Store Director or Zone Manager, to outline store events

Holidays Weekly Promotions DeCA Themes Contests

Follow up with weekly meetings with Store Director and Produce Manager.

New Ad Format

New Ad Format With “Designated Feature Item Displays”

Features – Mass displays up front with WOW appeal Sub-features – Feature item tie-ins or secondary

display Line Items – Displayed on regular shelf with expanded

allocation Farmer’s Market Items – Special pricing for weekend

sales opportunities

Opportunity to drive sales by attracting patrons to the produce department by eye appealing, well merchandised displays with bold ad pricing.

Summer Sales Opportunities

Case Lot Sales: Month of May & SeptemberWeekly Farmer’s Market Sales ItemsNew Promotional Ad FormatDemos - June 14, July 19th & August 16thTwo Week Independence Day Promo

June 23 – July 6 Red Ripe Strawberries 1#, 2# and 4# Sweet White Corn Plump Blueberries

The Next Level

Take the produce department to the next level Teamwork

Grow our Partnership Collaborate and communicate within DeCA Strive to achieve flawless execution on the floor

Continued involvement with the Store Directors and Zone ManagersClear cut objectives and monthly goalsShare best practices within the zone/region

How Can We Help You?

Are our communication methods effective?

Do you need more or less information

Are there additional areas that you want more information

What can we be doing better?

Thank You

Thank you for allowing us to freely discuss the opportunities and challenges the produce department, DeCA and the produce contractors meet each day.

We look forward to strengthening our partnership with the commissaries and increasing sales, while driving customer satisfaction to new heights and delivering the maximum benefit to the military patron.