DeCA Perishable Team Produce, Meat, Deli/Bakery/Seafood, Dairy, Frozen Foods.

DeCA Perishable Team

Produce, Meat, Deli/Bakery/Seafood, Dairy, Frozen Foods


• BRIDGET BENNETT – PRODUCE• NORM APT – MEAT• DAVE LEFFERT –

DELI/BAKERY/SEAFOOD• STEVE VILLENEUVE – DAIRY• RICHARD WALKER – FROZEN

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DISCUSSION TOPICS

• 2014 SALES RESULTS• CUSTOMER SAVINGS BY CATEGORY• CATEGORY REVIEW/NEW ITEM SCHEDULE• PROMOTIONAL PLANNING/EXECUTION• FUTURE INITIATIVES

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PRODUCE – BRIDGET BENNETT

DeCA PERISHABLE TEAM

PRODUCE

2014 SALES RESULTS

$250.9M-2.74% DOLLARS

BUSINESS OBJECTS 26 WEEKS END 2/28/14

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PRODUCE/NAME BRAND

2014 SALES RESULTS

CATEGORY $ VOL $CHG vs YAG UNIT VOL UNIT CHG vs YAG

PREM JUICE $ 5.79M 4.03% 2.67M 2.88%SALAD $17.63M -2.81% 7.24M -4.44%NUTS $ 2.83M 83.51% 448K 97.82%

BUSINESS OBJECTS 26 WEEKS ENDING 2/28/14

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PRODUCE

CUSTOMER SAVINGS BY CATEGORY

CATEGORY SAVINGS1 – PREMIUM JUICE 25.81%2 – SALAD 21.05%3 – NUTS 18.63%

NIELSEN 26 WEEKS END 3/1/2014

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GROCERY ITEMS MERCHANDISED IN PRODUCE

2014 SALES RESULTS$13.2M

+11% DOLLARS

BUSINESS OBJECTS 26 WEEKS END 2/28/14

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GROCERY ITEMS MERCHANDISED IN PRODUCE

2014 SALES RESULTSCATEGORY $ VOL $CHG vs YAG UNIT VOL UNIT CHG vs YAG

TRAIL MIX $5.49M + 2.47 1.52M + 8.48DIPS $1.58M + 80.60 646K +60.75CUT FRUIT $1.25M + 3.52 706K -9.71MISC. DRY $1.23M + 9.80 891K +11.11SALAD DRESS. $755K + 37.70 252K +40.76

BUSINESS OBJECTS 26 WEEKS ENDING 2/28/14

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GROCERY ITEMS

CUSTOMER SAVINGS BY CATEGORY

CATEGORY SAVINGS

1 ‒ TRAIL MIX TYPE 27.2%2 – DIPS 25.5%3 ‒ JAR FRUIT 26.1%4 ‒ MISC. DRY 24.8%5 ‒ SALAD DRESSING 18.4%


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CATEGORY REVIEWS• Changes provided to Industry for review and

rebuttals/business cases by the COB 5th working day

• All rebuttals answered and provided to Industry with final decisions

• Brand leaders gathered for planogram development to determine available space for new innovation

• Make product decisions and notify Industry of results

• Partner with Industry to develop final planograms and reset schedules (timeline 60 days)

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PRODUCE NEW ITEM SCHEDULE

Month of Presentation Categories

April Dips July Spices, Herbs September Packaged Peanuts November Salad Toppers

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PRODUCE PROMOTIONAL PLANNING/EXECUTION

• Right mix of products on displays – EDLP/High Low

• Focus on One-Time Buys – Treasure Hunts• Formalize Cross Merchandising Efforts

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PRODUCE FUTURE INITIATIVES

• Partner with Meat and Grocery for Themed Displays

• Partner with Industry Members to Enhance Sales

• Standardize PLU Codes with Industry Standards

• Commodity Code Review and Modification

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DELI AND BAKERY – DAVE LEFFERT


DELI AND BAKERY


Sales from Sep 2013 to Feb 2014

• Deli/Bakery Sales ‒ $94.9M

‒ -2.5% vs year ago‒ Flat in FY 2013 - first year of no

growth

‒ $196M in total sales

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Deli/Bakery by Segments


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• Deli sales $43.9M - 3.3%

• Bakery sales $20.3M - 8%

• Hot Food sales $4.5M - 4.7%

• Sushi sales $10.5M - 2.7%


OPPORTUNITIES • Perishables/perimeter driving growth in

retail• Customers seeking convenience and value

‒ Rotisserie chicken ‒ Sandwiches (custom made)‒ Sushi

• Healthy foods are important and deli answers those needs

• Tie-in with other departments • Become part of the store operation

NIELSEN 26 WEEKS END 3/1/2014 18


SEAFOOD SALES• FYTD Total Seafood $9.7M: 7.36% vs.

year ago

‒ Seafood Market: $7.2M

‒ Tray Pack: $1.2M

‒ Road Shows: $1.3M

• Total Seafood FY 2013: $20.7M


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SEAFOOD OPPORTUNITIES• Stores in NC, SC, and GA lost tray pack

suppliers in FY 2013. In the process of getting new contracts in those stores ‒ projected sales of $1.1M

• Seafood markets at two large stores coming on line in FY 2014 ‒ projected sales of $850K

• Getting Texas stores back in line with tray pack sales will bring about projected sales of $327K

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MEAT – NORMAN APT


2014 Sales ResultsFRESH MEATS$174,604,171

-3.30% Dollars

PRE-PACKED CHILLED MEATS $96,945,958

-0.94% Dollars

POULTRY FRESH (Chicken, Turkey, Cornish Hens)

$50,846,679+1.26% Dollars


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2014 SALES RESULTS PRE-PACKAGED CHILLED MEAT

CATEGORY $ VOL $ CHG vs YAG UNIT VOL UNIT CHG vs YAGBreakfast Meat $29,631,777 14.36% 9,145,235 -7.14%Lunchmeat $22,982,216 -9.08% 9,664,188 -10.46%Dinner Sausage $15,451,560 0.86% 5,850,551 -0.86%Franks $7,719,197 -7.10% 3,746,206 -10.04%Ham $7,194,495 -1.97% 992,145 -0.82%Meal Combos $4,929,041 -9.52% 3,949,319 -7.22%

THESE TOP 6 CATEGORIES PROVIDE OVER 90% OF TOTAL PRE-PACKAGED CHILLED MEAT


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PRE-PACKED CHILLED MEAT CUSTOMER SAVINGS BY CATEGORY

CATEGORY SAVINGSBREAKFAST 33.3%LUNCHMEAT 30.1%DINNER SAUSAGE 30.0%FRANKS 31.2%MEAL COMBOS 32.9%


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2014 CATEGORY REVIEWS/NEW ITEM PRESENTATION

MAY 6-16 HOLIDAY HAMS SEAFOOD/PICKLES/

DELI SALAD

JUNE 9-16 LUNCHMEAT/MEAL COMBOS/STRIPS CUTS

SEPTEMBER 8-19 DINNER SAUSAGE/FRANKS

New items “new to retail” may be presented at any time during the year. Goal is to make 1st ships at the same times items are hitting the shelf in remaining markets.

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FRESH & CHILLED PRE-PACKAGED MEAT PROMOTIONAL PLANNING/EXECUTION

• Random weight items must be offered pre-priced case ready!

• Create appealing displays (coffins or upright mobile merchandisers)

• Looking for manufacturer/broker themed events offering competition between stores for execution and sales growth regardless of store size

• Coupon, recipes, and demo tie-ins to create excitement

• Signage with patron savings call outs

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FRESH & CHILLED PRE-PACKAGED MEAT FUTURE INITIATIVES

• Create a snack section within the lunchmeat to bring in millenniums to the category

• Standardize PLU codes to Industry standard• Commodity code review and modification• Reduce mandatory stock assortment for

fresh meats; evaluation and adjustments made by performance

• Partners with suppliers to enhance sales • Re-evaluate space to sales by performance

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DAIRY – STEVE VILLENEUVE


DAIRY

2014 SALES RESULTS

• $215,168,313• -6.0% Dollars


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CATEGORY $ VOL $ CHG vs YAG UNIT VOL UNIT CHG vs YAG

CHEESE $55,585,436 -4.4% 20,570,773 -8.2%

MILK $42,941,123 -7.4% 16,353,682 -11.3%

YOGURT $21,540,701 -6.1% 19,185,237 -6.9%

EGGS $20,599,586 -1.4% 9,537,749 -7.7%

REF JUICE $19,811,595 -9.0% 8,233,510 -5.6%

CREAM $11,177,160 -3.1% 4,925,219 -7.9%


DAIRY2014 SALES RESULTS

THESE TOP SIX CATEGORIES PROVIDE ABOUT 80% OF TOTAL DAIRY SALES


DAIRY CUSTOMER SAVINGS BY CATEGORY


CATEGORY SAVINGSCHEESE 33.5%MILK 23.5%YOGURT 24.6%JUICE/DRINKS 26.2%EGGS 25.3%CREAM 25.4%

DeCA PERISHABLE TEAMDAIRY

CATEGORY REVIEWS• Commence about 30 days prior to new item

presentation month• Changes provided to Industry for review

and rebuttals/business cases by the COB 5th working day

• Make product decisions and notify Industry of results

• Rebuttals answered with final decisions• Planograms developed to provide space

for new and innovative items32


Presentation Month Categories

January Snack/Block Cheese

February Sliced/Shred Cheese

March Yogurt

April Dough/Specialty Eggs

May Juice/Tea

June Margarine/Butter

July Culture/Cream Cheese

August Coffee/Creamers/Organic Milk

September Yogurt

October Deserts/Pasta/Soup

November Juice/Tea

DAIRY NEW ITEM SCHEDULE

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DAIRY PROMOTIONAL PLANNING/EXECUTION

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• Right mix of products on displays – EDLP/High Low• Create appealing display layouts• Minimize display assortment to ensure adequate

pack-out and sales• Follow-up on execution of plans, Industry and

stores (COMM-Ex/Display Distributor Fill Rates)• Promotional report card reviewed for lift in dollars

and units


• Develop with Industry partners a reset implementation schedule

• Partner with Industry/Category leaders to enhance sales potential and results

• Implement changes to re-indexed categories

DAIRYFUTURE INITIATIVES

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FROZEN FOOD – RICHARD WALKER


FROZEN 2014 SALES RESULTS

$179,791,779-7.8% Dollars


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FROZEN 2014 SALES RESULTS

CATEGORY $ VOL $ CHG vs YAG UNIT VOL UNIT CHG vs YAG

Entrees $33,495,311 -12.4% 10,465,546 -16.0%Seafood $17,417,328 2.0% 2,465,456 -8.4%Vegetables $13,931,271 -6.5% 10,605,694 -8.4%Pizza $13,667,306 -9.1% 5,491,714 -14.5%Ice Cream $10,465,427 -8.2% 3,013,975 -10.7%Poultry $10,185,042 -5.2% 2,060,261 -7.3%

THESE TOP SIX CATEGORIES PROVIDE OVER 55% OF TOTAL FROZEN SALES



FROZEN CUSTOMER SAVINGS BY CATEGORY

CATEGORY SAVINGSENTREES 26.3%PIZZA 21.7%VEGETABLES 38.2%SEAFOOD 23.0%ICE CREAM 16.8%POULTRY 32.7%


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DeCA PERISHABLE TEAMCATEGORY REVIEWS

• Commence about 60 days prior to new item presentation month

• Changes provided to Industry for review and rebuttals/business cases by the COB 5th working day

• All rebuttals answered and provided to Industry with final decisions

• Brand leaders gathered for planogram development to determine available space for new innovation

• Make product decisions and notify industry of results

• Partner with Industry to develop final planograms and reset schedules (timeline 60 days)

DeCA PERISHABLE TEAMFROZEN

NEW ITEM SCHEDULEPresentation Month Categories

January Ice Cream/Novelties/ToppingsFebruary SeafoodMarch BreakfastApril Meats (Excluding Poultry)May Vegetables/PotatoesJune Juice/FruitJuly PoultryAugust MeatlessSeptember Desserts/BreadsOctober InternationalNovember Snacks/PizzaDecember Entrée/Prepared Dinners

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FROZEN

PROMOTIONAL PLANNING/EXECUTION• Right mix of products on displays – EDLP/High

Low• Create appealing display layouts• Minimize display assortment to ensure

adequate pack-out and sales• Follow-up on Execution of Plans, Industry and

stores (COMM-Ex/Display Distributor Fill Rates)• Promotional report card reviewed for lift in

dollars and units

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FROZEN

FUTURE INITIATIVES

• Develop/implement reset schedule• Partner with Industry/Category leaders to

enhance sales potential and results• Re-index categories• Implement changes

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DeCA Perishable Team Produce, Meat, Deli/Bakery/Seafood, Dairy, Frozen Foods.

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