DFC Brand Guide by Angelo Esquivel

Davis Food Co-op Brand Guide

Contents BRAND

Overview

Brand Attributes

Target Audience

MESSAGING

Basic Message Platform

What is a co-op?

IDENTITY

Logos

Graphics

Color Palette

Unapproved Logos

Typefaces

PROMOTIONS & PROCING SIGNAGE

Co+op Deals

Owner Extras

Weekly Specials

Other Promotions

Department Price Signage

Contents SAMPLE MATERIALS

Print Ads

Digital Newsletter

Direct Mail

In Store

General Information Signs

Department Categories Signs

Curbside Pick Up

Rewards Program

WEBSITE & SOCIAL MEDIA

Website

Social Media

Social Media Standards

Brand

What is a brand? For many, logos, graphics, and slogans come to mind. And, these are indeed important parts of a brand, but a brand is a whole lot more than just these elements. A brand is how people perceive us—our values, personality, and identity. It’s what we offer, how we’re different, and how consumers feel about us. In short, a brand is everything we are in the eyes of consumers. Every point of contact with the public, from advertising to the in-store experience, defines and reinforces our brand to consumers. A great brand stands out in people’s minds as easy to relate to, authentic, and distinct from other brands.

Brand Overview Preface This document provides an overview of our brand, our approved messaging platforms, and the acceptable uses of our co-op's logo. Maintenance of this document is the responsibility of the Co-op's Marketing staff. However, all department managers are expected to have read this document and to follow the guidelines it sets forth. Please be sure to contact Marketing with any questions.

About Davis Food Co-op The Davis Food Co-op (also “DFC” or “Co-op”) grew out of the 1970s environmental and organic agriculture movement to bring healthy, natural food to the community. The vision of this movement was to establish a consumer-owned, democratically governed business that offered wholesome food and produce with minimal packaging, from local sources, and at not-for-profit prices. Out of the efforts of a group of community change-makers, the cooperative began as a small buying club in 1972. Today, some 48 years later, DFC serves the community with natural, healthy products in a full-service grocery cooperative. The Co-op’s footprint, staff, membership, and sales have grown substantially over the years – from just 600 square feet in its initial location on L Street to 17,000 square feet. Today, the Co-op is a community of over 10,000 committed Owners and 140 staff who serve 11,000 shoppers each week with an annual volume of $18 million.

Our Ends Statement The Davis Food Co-op exists to serve as a community store and gathering place for current and future owners, so they have: a thriving cooperatively owned business; access to healthful, local and high-quality food; a store that makes environmental sustainability a priority; and, staff who are valued, educated and motivated.

Brand Brand Attributes Positioning We position our brand by defining what we are, how we do it, who we do it for, where we are located, why people need our services and when we provide those services. This positioning statement is made with all of these elements in mind.

BRAND

The Davis Food Co-op is...

WHAT

the ONLY full-service grocery store…

HOW

…that is cooperatively owned by the community…

WHO

…for the educated and passionate people…

WHERE

…in Davis…

WHY

…who want local, fresh, organic and unique products...

WHEN

…in a time when the need for community is necessary in all facets of life.

The Davis Food Co-op is the only full-service grocery store that is cooperatively owned by the community for the educated and passionate people in Davis who want local, fresh, organic and unique products in a time when the need for community is necessary in all facets of life.

Personality Our personality is yet another aspect of our brand that is seen through the eyes of the consumer. This personality manifests in our customer service, signage and, verbiage that we use online and in our advertising, etc. As a community owned institution, the Davis Food Co-op is built around a voice that always speaks from the standpoint of “we”, not just as a staff in-store, but as the entire community that contributes to the success of the Co-op. Much like the people of Davis, we are fun and quirky but smart and witty, open to everyone and laid back. We care deeply about the issues we are passionate about (social equity, sustainability, access to food, etc) but we try not to take ourselves so seriously that we end up seeming unapproachable, conceited or pompous. We want everyone to know that we are a source of information and we lead by example but we also have fun with it. 04

Brand Target Audience Our target audience is an amalgamation of the most prominent attributes that we find among our customers. This is not to say that these are the only demographic that we serve or hope to reach with our Marketing efforts, but rather, is the audience we can safely assume is most likely to see and interact with our brand.

Audience Personas: An audience persona is a fictional character developed to help marketers better understand customers, so that they may refine and align marketing strategies, tactics, content and vehicles for better outcomes.

Profile 1: Gender: Female Age: 55 Income: $100,000+ HH income Marital status: Married Children in household: No Highest education: College Ethnicity: White Geography: Davis Psychographic/lifestyle info: Hyperfocused on the locality of the products and services that she pays for. She has established her family’s roots in Davis and feels the need to be as active in the community as she is able to. She wants to be rewarded and appreciated for her consistent patronage and she expects her feedback to be taken into consideration. She is well educated and passionate about how her shopping habits tie into her morals. She is looking for fresh and healthful food that she can prepare for a meal at home throughout the week. Her preference is to get most of her shopping done at the Co-op and can become frustated when and outage or discontinued product forces her to visit a second store.

Brand Profile 2: Gender: Female Age: 38 Income: $75,000/annually Marital status: Married Children in household: 2 Highest education: College Ethnicity: White Geography: Davis Psychographic/lifestyle info: Usually buys organic products such as milk, produce or organic packaged food from well-known national brands but makes mostly meals that are quick, easy and family-friendly She practice yoga sometimes and uses alternative medicine/wellness and she is interested in learning more. In addition to the Co-op she shops at a regional conventional chain and Costco.

Profile 3: Gender: Non-binary Age: 28 Income: $40,000/annually Marital status: Partnered, not married Children in household: No Highest education: Some college Ethnicity: Latinx Geography: Davis Psychographic/lifestyle info: Very proactive about health and fitness, they go to the gym regulary, and use a lot of supplements for health and fitness, making them well-versed in health and wellness they are a resource for family and friends, they shop at local ethnic food stores as well as conventional grocers and GNC, they like to cook traditional foods from childhood and they are an advocate of weekly meal prep with lots of fresh ingredients, healthy carbs and plenty of proteins.

Messaging

Our message is symbolic more than anything. We consider ourselves a “Full-Circle” grocery store that exists within an ecosystem that is directly tied to our community, retail partners and the world as a whole. To emphasize the importance of supporting a Co-op in our community, we constantly create and promote messages that fall in line with our commitment to be a Full Circle Co-op for our customers. Information sharing is a huge part of our identity. Education about the importance of what we are doing to change both our community and the world allows us to show our customers how they are, and can continue to be, a part of it.

Messaging Basic Message Platform Below is the basic message platform for the Co-op. Included in the message platform are a variety of formats including single sentence and short description. Note: In appropriate visual contexts (i.e. print or television) the logo can be used in place of the Co-op’s brand name.

Brand Name Davis Food Co-op.

Nicknames The Co-op DFC

Single Sentence Helping you know your food and grow your community.

Short Description We are a full-service grocery store in Downtown Davis specializing in fresh, local, organic and sustainably-produced foods.

Messaging What is a Co-op?

Long Version A food co-op is a grocery store owned by your neighbors (and by you, if you choose). Unlike corporate chains, we’re totally independent and owned by the community members who shop here. Here’s how it works: Everyone is welcome to shop, eat and hang out here. And everyone is welcome to join the co-op by making a one- time investment, and then getting back financial rewards and a vote to choose the board of directors and impact the direction of the business. While each food co-op is unique and owned by the community, they’re also part of a network of neighborhood stores across the country that work together toward the day when everyone has the good, local, healthy food they deserve.

Short Version A food co-op is a grocery store owned by your community (and by you, if you choose). Co-ops are on a mission to make sure everyone has access to healthy, delicious food.

Identity Powerful brands are built by creating and maintaining strong identities. This section details specific elements of the Co-op’s identity including logo, usage instructions, color palette and typefaces.

Identity Logo The co-op logo symbolizes the brand visually. The co-op logo consists of …

Identity Primary, preferred logo

The logo is available in a variety of formats to accommodate different uses. Because the logo should be consistent wherever it appears, image files should be used only in their original form and should not be redrawn or altered in any way.

Hyperlinks When used on websites, the co-op logo should always include a hyperlink to our website at: https://davisfood.coop/

Permitted Uses The Co-op logo is trademarked by the Co-op. The logo may only be used in connection with promotion of the Co-op. Vendors must request explicit approval for each instance of use from the Co-op’s Marketing department. The logo may not be used in any manner that may imply that any policies, goods, services, websites, or publications are sponsored, endorsed, licensed by, or affiliated with the Co-op. Further, the logo may not be used in a manner that would disparage our Co-op, other food co-ops generally, or any individual person/group of people. The Co-op reserves the right in its sole discretion to terminate or modify permission to display the Co-op’s logo, and may request that any affiliate or third party modify or delete any use of the logo that, in the Co-op’s sole judgment, does not comply with these guidelines, or might otherwise impair the Co-op’s rights in the logo.

Identity Clear Space The following guidelines tell you how much clear space should be left between the logo and other graphic design elements, page edges, and other visual features to ensure the logo’s maximum impact and readability.

Size Formats The co-op’s logo should always be at least 0.5” wide and may only be resized proportionally. Again, image files should be used only in their original form and should not be redrawn, stretched non-proportionately or altered in any way.

The logo should be 0.75” or more

Identity Primary Logo The primary version of the logo will be usable in most cases and is the default option for logo use. The primary version of the logo is always preferred. Note: the primary logo uses 3 colors. Logo colors should not be modified.

Secondary Logo: Triangle In some cases, when the primary circle logo is not aesthetically correct, doesn’t fit into a space properly, or simply doesn’t work, you may consider using the “Triangle” version of the logo. The triangle logo is meant to sort of “peek” up from a horizontal line, either on the bottom edge of a page, on top of a rectangular field, or out from behind another piece of illustration. The triangle logo can appear either with or without a cloud. This is the only time the logo’s cloud can appear other than white.

Identity Black & White Logo The black & white version of the logo can be used when it’s not possible to use the primary color logo (which is always preferred). The black & white logo uses 1color.

Other Versions

File Formats The co-op logo is available in a number of file formats, depending on use. PNG - JPG - EPS - AI Generally, RGB color format is used for online applications and CMYK is used for print applications. Note: computer monitors emit color as RGB and as a result, art displayed on a computer monitor may not exactly match the same art printed. Printers typically prefer EPS files, which can be resized (proportionately) using design software such as Illustrator or InDesign. EPS and PNG files with transparent backgrounds should be used when placing the logo over any other image or colored background. The JPG files are appropriate for use with a white background. Please contact Marketing with logo requests. 17

Identity Graphics The Co-op’s brand uses primarily illustrations and photography.

Graphic Library Graphics are stored internally on a shared drive or in the Google cloud. Outside entities should only be given access to graphics when approved, and directly distributed by, the Marketing department.

s Food Co-o avi

S ince 19 72 18

Identity Color Palette This color palette for the Co-op is provided below.

Primary Color Palette

#79c4a5

#f37041

#ffeea0

CMYK 53 - 2 - 44 - 0 RGB 121 - 196 - 165

CMYK 0 - 70 - 81 - 0 RGB 243 - 112 - 65

CMYK 1 - 3 - 45 - 0 RGB 255 - 238 - 160

Secondary Color Palette

#46bdc6

#4f2a14

#ad1b29

CMYK 65 - 2 - 24 - 0 RGB 70 - 189 - 198

CMYK 43 - 74 - 89 - 60 RGB 79 - 42 - 20

CMYK 22 - 100 - 93 -14 RGB 173 - 27 - 41

#2b5a43

#6d9a3f

CMYK 81 - 42 - 76 - 36 CMYK 63 - 21 - 100 - 4 RGB 43 - 90 - 67 RGB 104 - 154 - 63 19

Identity Examples of Unapproved Logos

The shape of the logo is a perfect circumference.

the logo always has a 45 degree inclination

Under no circumstances never use non-brand colors.

The logo must always carry all its elements - corner, tomato and cloud.

When used against a background of the same color, the logo should always retain its circular border.

Please contact the Marketing if you have questions regarding appropriate use of the Co-op's logo. 20

Identity Typefaces One of the key elements of a recognizable brand is the consistent use of typography. The co-op brand uses unique type design as a key component across all expressions of the brand. The approved typefaces for the brand are as follows:

Gills Sans is our primary typeface. It is used for our logo, and it is used in all part of the text, this includes headlines, subheads and body copy.

Typeface Name:

Use:

Gill Sans Regular: abcdefghijklmnopqrstuvwyxz ABCDEFGHIJKLMNOPQRSTUVWYXZ 1234567890 !@#$%^&*()

•

Body copy

• •

Subheads Body copy

• •

Headlines Subheads

• •

Headlines Subheads

DIN OT Medium: abcdefghijklmnopqrstuvwyxz ABCDEFGHIJKLMNOPQRSTUVWYXZ 1234567890 !@#$%^&*()

DIN OT Bold: abcdefghijklmnopqrstuvwyxz ABCDEFGHIJKLMNOPQRSTUVWYXZ 1234567890 !@#$%^&*()

DIN OT Heavy: abcdefghijklmnopqrstuvwyxz ABCDEFGHIJKLMNOPQRSTUVWYXZ 1234567890 !@#$%^&*()

Identity Typefaces Mascot MVB and Gill Sans are our secondary typefaces. While Mascot MVB is used for Headlines and subheads only

Typeface Name:

Use:

Mascot MVB Regular:

abcdefghijklmnopqrstuvwyxz ABCDEFGHIJKLMNOPQRST UVW YXZ 1234567890 !@#$%^&*()

• • • •

Headlines Subheads Never use this font for body copy Never use this font with all capital letters

If you do not have these fonts already installed, contact the Marketing Department.

Promotions & Pricing Signage

Promotions & Pricing Signage Co+op Deals Co+op Deals is the name for NCG’s promotions program, which is also our co-op’s primary promotions program. Co+op Deals includes a flyer, coupon books, and pre-printed shelf signs (2 Up 8.5 x 5.5 / 4 Up 5.5 x4 .25 / Stickers 10 Up 2 x 3.5 / 12 Up 2.75 x 2.80 ), and is focused on delivering value while also reinforcing co-op values. In-store support materials such as PDFs of the biweekly flyers, sign templates and rebate information are available on NCG’s website. Per our participation agreement with NCG, these promotions must be available to all shoppers and our co-op’s use of the Co+op Deals logo or associated materials must be in accordance with the Co+op, stronger together brand guide.

WHEN YOU SEE THIS LABEL

PROBAR Peanut Butter Bar 8/

2 oz.

$1.445 per oz. DRY null 853152006242

SALE

UNFI-18816

4.5 oz.

$0.331 per oz. DRY 13B09 815909020376

2005

$1.49

UNFI-560

2/$4 $1.29 $1.89 2 oz.

4.5 oz.

8 oz.

YOU SAVE: $0.20

4/29 through 6/2 4/1 through 4/14

4/29 through 6/2

YOU SAVE: $0.89 YOU SAVE: $1.00

PROBAR

Peanut Butter Bar 8 Oz.

$2.89

NOOSA Blueberry Yogurt

SALE

All our shoppers and members will get deals offered with help from National Co-op Grocers.

$1.89

200518

Reg. Price: $2.89 4/1 through 4/14

Promotions & Pricing Signage Owner Extras Owner Extras is the name for Davis Food Co-op’s owners program. Owner Extras includes a flyer, and pre-printed shelf signs (2 Up 8.5 x 5.5 / 4 Up 5.5 x4 .25 / Stickers 10 Up 2 x 3.5 / 12 Up 2.75 x 2.80 ), and is focused on delivering value to all our owners while also reinforcing co-op values. In-store support materials such as PDFs of the monthly flyers are available on Davis Food Co-op website.

WHEN YOU SEE THIS LABEL

Owner Extras

SALE Extra special savings for Davis Food Co-op members all month long.

PROBAR Peanut Butter Bar 8/

2 oz.

$1.445 per oz. DRY null 853152006242

200518

$2.89 UNFI-18816

NOOSA Blueberry Yogurt 6/

4.5 oz.

$0.331 per oz. DRY 13B09 815909020376

200518

$1.49 UNFI-56004

EVAN HEALY Nourishing Cleansing Oil 1/

2 oz.

$12.995 per oz. WLN null 817835011640

$25.9

EVNH-CL

Owner Extras

SALE

2/$4 $1.29 $19.99 $3.99 2 oz.

4.5 oz.

2 oz.

8 oz.

YOU SAVE: $0.20

YOU SAVE: $6.00

4/29 through 6/2 4/1 through 4/28

4/29 through 6/2

5/13 through 6/2

YOU SAVE: $0.89 YOU SAVE: $1.00

Owner Extras PROBAR

Peanut Butter Bar 8 Oz.

$1.89

Reg. Price: $2.89 4/1 through 4/28

Promotions & Pricing Signage Weekly Specials Weekly Specials is the name for Davis Food Co-op’s promotions program. Weekly Specials includes a flyer, and pre-printed shelf signs (2 Up 8.5 x 5.5 / 4 Up 5.5 x4 .25 / Stickers 10 Up 2 x 3.5 / 12 Up 2.75 x 2.80 ), and is focused on delivering value while also reinforcing co-op values. In-store support materials such as PDFs of the weekly flyers are available on Davis Food Co-op’s website.

November 11 - November 17, 2020

Organic Green Leaf Lettuce

249/ EA

from GOOD HUMUS Capay, CA - 32.8 miles from the Co-op Organic Green Bartlett Pear

Organic Nantes Carrots Bunched

169 / LB

SALE These rare This program

Organic Yellow Onion (Med)

promotions can highlights some Weekly savings be on items offound the all everyday for our that may be leaving LOW PRICES deals shoppers and shelves we our have on a members.wide

129 / LB

2 for $4 Organic Black, Red Green Seedless Grape

Organic Shallot

WHEN YOU SEE THIS LABEL

Organic Gold Potato

indefinitely. variety of items.

/ LB

Prices effective Nov 11 - Nov 17, 2020. Sorry, no rain checks. We reserve the right to correct any printed errors.

Weekly Specials PROBAR

Peanut Butter Bar 8 Oz.

$1.89 27

Reg. Price: $2.89 4/1 through 4/14

Promotions & Pricing Signage Other Promotions Besides Co+op Deals, Owner Extras, and Weekly Specials the Davis Food Co-op runs three other promotions: Co+op Basics, Manager’s Special and Close Out these promotions include a flyer, and pre-printed shelf signs (2 Up 8.5 x 5.5 / 4 Up 5.5 x4 .25 / Stickers 10 Up 2 x 3.5 / 12 Up 2.75 x 2.80).

Co+op Basics: This program highlights some of the everyday low-price deals on a wide variety of items.

Manager’s Specials: This program offers numerous deep discounts on selected products for a limited time.

Closeout: These rare promotions can be found on items that may be leaving our shelfs indefinitely.

PROBAR Peanut Butter Bar 8/

2 oz.

$1.445 per oz. DRY null 853152006242

$2.89

UNFI-18816

NOOSA Blueberry Yogurt 6/

4.5 oz.

$0.331 per oz. DRY 13B09 815909020376

200518

$1.49 UNFI-56004

Peanut Butter Bar

EVAN HEALY Nourishing Cleansing Oil 1/

2 oz.

$12.995 per oz. WLN null 817835011640

200518

$25.99

+TAX

EVNH-CLNO2

SUN FED RANCH Organic Rib Eye Steak 16

16 oz.

$1.437 per oz. MEAT null 00161

200518

$22.99/lb

FARMWISE Mozzarella & Brocolli 8/

7 oz.

$0.856 per oz. FRZ null 852006007121

PROBAR

SALE

PROBAR

Peanut Butter Bar 8 Oz.

2/$4 $1.29 $ $19.99 20% Off $5 $1.89 1.89

8 Oz.

$1.89

200518

Reg. Price: $2.89 4/1 through 4/14

+TAX

2 oz.

4.5 oz.

2 oz.

8 oz.

YOU SAVE: $0.89

YOU SAVE: $0.20

YOU SAVE: $6.00

4/29SAVE: through$1.00 6/2 YOU

4/29 through 6/2

5/13 through 6/2

Per lb.

YOU SAVE: $4.60

Sale End While Sup

Reg. Price: $2.89 4/1 through 4/14

5/13 through 5/19

Universal DFC Pricing Signage: This only used for regular prices.

PROBAR

YOU SAV

Peanut Butter Bar 8 Oz.

$1.89 Reg. Price: $2.89 4/1 through 4/14

Promotions & Pricing Signage Departments Price Signage: Produce

Capay Canyon Ranch

From: Esparto, 19 miles from the Co-op

From: LOCAL

ORGANIC

$2.99 Each

Broccoli Rabe 94547

ORGANIC

Broccoli Rabe

$2.99/EA 94547

Deli

DFC

SWEET BELGIAN WAFFLE

$2.49/EA #891071001023

11/12/2020

Promotions & Pricing Signage Meat

King Salmon

FIVE DOT RANCH

90% Extra Lean

Ground Beef

Wild Caught

7 .75 /LB

Previously Frozen Product of:

Bulk

Organic Willamette Valley French Vanilla Almond Granola

Conventional

Bin#

5118

From: Africa Ingredients: Organic honey bush tea

PROCESSED IN A FACILITY WITH MILK, PEANUTS, TREE NUTS, WHEAT, SOY

Ingredients: Enriched flour (wheat flour, niacin, reduced iron, thiamine mononitrate, riboflavin, folic acid), vegetable oils, (corn, canola, or soybean), Honey mustard & onion seasoning (powdered sugar, onion powder, maltodextrin, salt, fructose, sugar, hydrolyzed soy protein, honey, mustard, modified corn starch, vinegar, citric acid, spices, soybean oil, natural flavors, turmeric, sodium diacetate, not more than 2% silicon dioxide added to prevent caking), malt, salt, leaving (yeast, baking soda, ammonium bicarbonate)

NUTRITION FACTS: Serving Size: 80 Calories: 200 Calories from Fat: *Percent Daily Values are based on a 2,000 calorie diet.

Amount per Serving %DV

Total Fat 1g Sat. Fat 0g Trans Fat 0g Cholesterol 0mg Sodium 0mg

Vitamin A Iron

V+

BIN#

5932

GMO

V+

GMO Amount per Serving %DV

1% Total Carb 0% Fiber Sugars 0% Protein 6g 0

Vitamin C

AFRICAN RED TEA HONEYBUSH

42g 2g 0

15% 7%

Calcium

Promotions & Pricing Signage Olive:

Bulk Olive

9 /LB 99

Cheese

Kaaslands Kanaal Ingredients: Pasteurized Cow’s Milk, salt, cheese cultures, enzymes, annatto,natural color

16 oz.

Promotions & Pricing Signage Wellness:

Mascara Lip Gloss Lipliner Eyeliner Concealer Liquid Foundation Dual Powder Foundation Lipstick Blush Contour Eyeshadow

14 .99 15 .99 10 .99 10 .99 14 .99 27 .99 25 .99 15 .99 17 .99 12 .99

Sample Materials

Sample Materials Print Ads DFC does several ads a month with different local newpapers and publications, size specifications are provided by the vendor, and files are usually giving to them in a PDF file, unless the seller requires a different kind of file.

Color Print Ads Back to School

SALE

Get some money back for Back to School. All Co-op shoppers will get $25 OFF when they spend $100 or more!*

Sat 8/19 & Sun 8/20 *Some Exclusions apply. See Customer Service Desk or davisfood.coop for details

OPEN DAILY 7 AM - 10 PM 620 G St, Davis / (530) 758-2667 / davisfood.coop /

@davisfoodcoop

Black & White Print Ads

Sample Materials Digital Newsletter Every week, the DFC emails “The Heirloom”, a digital newletter, where you can find information about the Davis Food Co-op , both in the store and in the community The Newsletter is made using Mailchimp. It consist of nine banners: The Newsletter header dimensions are (700px X 175px) and the dimensions for the other eight subheaders are (700px X 100px).

Direct Mail DFC has decided to reduce direct mail usage to a few occasions when it needs to reach all owners who do not have an email address. The size of the mail card is in black & white and its size is (4.25” x 5.5”). We are reaching out to you because in August 2019, our Board of Directors voted to update the Co-op’s election process to require all Members to vote electronically for all future elections including the 2020 Spring Elections. Because we want the greatest Member participation in all elections, we will provide a voting booth in the store to make voting both convenient and possible for all Members, including for those who do not have access to a computer otherwise. You are receiving this postcard because we do not have a valid or up-to-date e-mail for you! We would like to e-mail election materials to you! Please contact the Ownership Department at asteward@davisfood.coop so that we can update or add your email as necessary. If you need any other assistance, please stop by the store and see Customer Service Desk or simply go online to our website. We also want to take this opportunity to invite you to our Annual Meeting on May 7, 7:00 PM at the Davis Arts Center 1919 F St, Davis, CA 95616. Cooperatively yours, Davis Food Co-op

OPEN DAILY 7AM—10PM 620 G ST, DAVIS (530) 758-2667 WWW.DAVISFOOD.COOP @DAVISFOODCOOP

THE STATE OF CALIFORNIA REQUIRES US TO NOTIFY YOU THAT YOUR UNCLAIMED PROPERTY MAY BE TRANSFERRED TO THE STATE IF YOU DO NOT CONTACT US. California Unclaimed Property Law requires business associations to transfer funds of a deposit, account, shares, or other interest if it has been inactive for three years. On the account listed on this card there has been no activity for the last two years and equity linked to this account is in danger of escheating to the state. For the return of this interest it is necessary to file a claim, this can be done through the filing of a Withdrawal from Ownership form found on our website at https://davisfood.coop/ownership-info/ For your account to regain active status you may confirm your current address with us by completing an Owner Information Update at https://davisfood.coop/owner-information-update Without contact the account escheatment will become effective as of May 31st, 2022. The account will also be involuntarily withdrawn, for failure to comply with the Bylaws, rules, or policies of the Cooperative, to comply with the state mandated escheatment process. The Account Owner shall have the opportunity to be heard, orally or in writing, not less than five (5) days before the effective date of expulsion by the Board of Directors. The effective date of expulsion for the account is May 31st, 2022. For further information please visit https://davisfood.coop/escheatment OPEN DAILY 7 AM - 10 PM 620 G ST, DAVIS (530) 758-2667 WWW.DAVISFOOD.COOP

@DAVISFOODCOOP

Sample Materials In-Store The Materials in the store include posters, banners, endcaps, tabloid posters, letter size signs, recipes and publication guides. All the materials are in color and the placement of the in-store signage is made by the graphic designer. There are diffferent set spots where the signage is placed. In-store materials are changed every month mostly, unlike the end caps that are changed every two weeks, and the central banner every three months. every 3 months. Posters (24 x 36): w

SAVE 10%

on Groceries

FROM THE CO-OP

The Davis Food Co-op will be spreading holiday cheer with a free warm meal for the entire community this Christmas Eve! You can support this meal by: Signing up to volunteer or donate dessert Donating gently used clothing to our clothing drive between 12/11 - 12/22 Making a monetary donation to offset the cost of the event

You can enjoy this meal by: Requesting a pickup of multiple meals to distribute Joining us in person at the event for dine-in or takeout:

Sunday 12/24 5pm - 7pm Veterans Memorial Center / 203 E 14th St in Davis For information on volunteering, donating and meal pick up, visit davisfood.coop/holidaymeal or the Davis Food Co-op Customer Service Desk

The Davis Food Co-op’s new Community Discount Program offers 10% off of most grocery purchases to eligible shoppers. All you have to do is be an active Member-Owner of the Co-op and show proof of one of the following eligibility requirements:

Proof of current enrollment as a college student Proof of annual income below $36,450

ROUND-UP

for

YOLO FOOD BANK

For nearly 50 years, Yolo Food Bank has elevated the common good for the people and communities of Yolo County by fighting food insecurity. They coordinate the storage and distribution of food from a network of growers, manufacturers, distributors, wholesalers and grocery stores, while simultaneously cultivating new sources of food.

Proof of current enrollment in a government assistance program

For more information on how to enroll, visit the Customer Service Desk or davisfood.coop/communitydiscount

or scan this QR code:

Central Banner (72 x 24):

Communities thrive through Cooperation!

Sample Materials Letter Size Signage (8.5 x 11):

Changes are Coming to the Co-op’s Discount Programs

We are a Full Circle Co-op. Everything that we do is created by and for all of the components of our circle, both locally and globally. All of our processes, values and symbols are circular and cyclical. This process is created through all of our symbiotic relationships that begin and end with you.

The City of Davis has been at the forefront of sustainability for years and the Davis Food Co-op is proud to be a part of the community efforts to lead the way. As we move forward

Starting on October 1, 2023, the Co-op will only

in 2020, we have decided to strengthen our commitment with

be offering one discount to shoppers,

the implementation of THE GREEN TEAM, an employee led

THE COMMUNITY DISCOUNT PROGRAM,

group within the Co-op that will improve our sustainability

which will aim to make the Co-op more accessible

programs and standards for years to come. The logo below is

to everyone in our community.

the symbol of that commitment and will be used to show the

For more details on how these changes apply to Senior and Community Discount users,

ways we are making sustainability a priority. It will take time to reach our goals, but we plan to get there for

visit davisfood.coop/communitydiscount, the Customer Service Desk or scan this QR code

the good of our Co-op,our community and our planet.

HANGE

End caps (48 x 20):

Enjoy the Bounty of the Season! Tabloide Signage (11 x 17):

Booklets Guides (5.5 x 8.5):

Sample Materials General Information Signs: General information can be done in different sizes, signs can be from 12 up size (2.75 x 2.80) to Poster size (24 x 36). Using a strip with the brand logos at the bottom with circular or triangle logo.

Intersection point between blue strip and logo

Buy any Garden of Life CBD product and receive a free Garden of Life CBD 5MG Spray bottle. (While Supplies Last)

Sample Materials Departments Categories Signage: Bulk:

Nuts

Save Money

Use Less Packaging

Reduce Waste

Cheese:

Lettieri & Co

Shredded Parmesan

Central Formaggi Moliterno with truffles

Sample Materials Deli:

DFC

CHOCOLATE CHIP COOKIE

COLD BREW

16OZ

CA CRV #03193

Ingredients: Chocolate Chips, Unbleached Flour, Butter, Eggs, Brown Sugar, Sugar, Vanilla, Baking Soda, Sea Salt.

11/12/2020

#891071001023

The Green Patch:

Green The

Patch

Meat:

HOUSE-CUT BEEF Sirloin Chop 41

Sample Materials Olive:

Giant Bean Salad with Vinaigrette Ingredients: Giant beans (cooked)(water, beans, antioxidant: potassium metabisulfite), vinaigrett sauce (soya oil, vinegar, salt), spring onions, green peppers, red peppers, parsley, black pepper. CONTAINS: SOYA, SULFITES

Wellness and GM:

Cold, Flu & Allergies

Vitamin A Wine and Beer:

Sample Materials Curbside Pick Up

CURBSIDE

PICK UP RESERVED

SPACE

You can order by going to our website

davisfood.coop

We are now offering

CURBSIDE

PICK UP!

You can order by going to our website

davisfood.coop

9:00AM-5:30PM Quantity restrictions do apply.

Please plan to place your order at least 24 hours in advance.

Product availability may vary.

Sample Materials Rewards Program:

Rewards Points

Website & Social Media

An online presence is increasingly important for businesses in today’s world. Websites and social media platforms have become not only great places to disseminate information, but also present opportunities to actively engage with customers in both formal and informal ways.

Website & Social Media Website Website URL: davisfood.coop Davis Food Co-op’s website is hosted and maintained by Seven Roots Group. The Marketing team and Board Assistant have access to the website through user accounts on the Wordpress platform. This allows the team to upload posts, blogs, recipes and page edits within the stationary templates that were created by Seven Roots. Seven Roots is the administrator of the Wordpress website and has full access to the backend of the site including its design elements and permissions and they are responsible for all necessary maintenance.

Weekly Changes to the site include: Sales page: uploading new documents with corresponding links for each new sale Blogs: writing new posts with relevant information about store operations, community involvement or store operations Recipes: posting new recipes that fall in line with seasonal product offerings

Monthly Changes to the site include: • • • • •

Board of Directors Page: Updating the page with new meeting minutes and board meeting agenda Front Page: Changing out the the sliders to keep it fresh and highlighting relevant information Event Calendar: Creating detailed event postings for the entire month Donations Page: Updating to the current Roundup at the Register recipient and detailing the amount raised for the previous month Feedback Responses Page: Updating the page to post responses that the store has to comments that were made in the suggestion box the previous month

Other Changes to the site include, but are not limited to: Board Updates: making relevant changes as directed by the Board of Directors - mainly for the Board and Elections pages as well as any blogs they would like to upload Important Store announcements

Website & Social Media Social Media Instagram: @davisfoodcoop Facebook: facebook.com/davisfoodcoop The Co-op has currently chosen Facebook and Instagram as its two social media platforms as they best distribute the store’s content to its intended audiences. Any consideration for additional social media platforms should be rigorously compared against the branding standards and target audiences of the Co-op before creating an account.

Social Media Standards When posting to social media, the following standards should be met to ensure consistency with the Co-op brand:

Grammar & Prose • •

Check for all typos and grammatical errors and fix them before the post goes live

Exclamation points can be useful, but can also be overdone. Try not to end consecutive sentences with an exclamation point. For a post with multiple sentences, try to use exclamation points in less than half of the sentences. For instance, a post with four sentences should not have more than two exclamation points total, and if possible, they should not be back to back.

•

When in doubt, use capitalization. This applies to department names (ex: Customer Service Desk), position titles (General Manager), ingredients (Olive Oil), products (Field Day Black Beans), recipe names (Vegan Baked Lasagna), and other Co-op related terms such as: Owners, Board of Directors, Co-op, Curbside Pickup, Owner Rewards Program, Teaching Kitchen, etc. •

The tone of the post should fit both the previously noted personality of the brand as well as the purpose of the post. The Co-op represents the community of Davis and this should be reflected in social media presence: enthusiastic without being over-zealous, smart without being intimidating, and witty without being corny.

Website & Social Media Responding to Comments/Messages •

Comments and messages should be responded to in a timely manner (ideally within 48 hours) if necessary. Some comments and messages can merely be acknowledged with a “like” or an emoji if there is no indication that its intent was to start a conversation or ask a question.

•

If the answer to a question is unknown, it is best to respond to the inquiry that you do not have the answer, but that you will follow up and respond once you do.

•

Customers should not be using social media to place orders or contact in-store staff directly. If they are, notify them that the best way to reach us is by calling, emailing the appropriate manager (you can provide an email address) or contacting our general store emails at info@davisfood.coop or admin@davisfood.coop.

•

Anything deemed inappropriate, expletive, offensive, etc should be removed immediately. However, if someone is voicing an opinion that disagrees with our post, they are displaying frustrations, they have a complaint, etc, the comment should not be removed if it does not cross the line. Rather, we can direct the complaint internally if necessary or customers can be directed to share any feedback they have to our Suggestion Box either in store at the Customer Service Desk or online at davisfood.coop/suggestion-box

Sharing Links •

On Facebook: Whole links can and should be shared at the very end of the post. Readers should be notified where the link will be taking them. For instance, in a post that is promoting a recipe, the last line of the post should be something along the lines of “To learn how to make this quick and easy meal at home, check out our recipe here: (link)”

•

On Instagram: Long links should never be shared on Instagram since there is no option to click on them. If we are directing readers towards something posted on the Co-op website, a link can only be posted that is easy to remember and navigates towards a permanent page on the site. For instance: davisfood.coop/blog, davisfood. coop/recipes or davisfood.coop/events. • Any longer links that will exist for an extended period of time (for example, a donation drive) can be posted in the bio. Readers can then be directed to visit the page by ending a post with “follow the link in our bio”

Website & Social Media Graphics The use of text in graphics should be kept to a minimum when posting on social media. Ideally, the only text that should be used is for a title and potentially a date/time, but all other details should be confined to the caption of the post.

Effective

Ineffective