Escape to Paradise 2022 Business Building Incentive

BUSINESS BUILDING

incentive

AS A PERFERED VENDOR YOU HAVE BEEN SELECTED TO PARTICIPATE Promotion Dates: October 11, 2021 - February 26, 2022 Trip Dates: March 26 - 30, 2022

Vendor Partner, Based on your partnership with Performance Foodservice, Atlanta you have been selected to participate in an exclusive promotional opportunity to drive double digit new case sales throughout the remainder of 2021 and it 2022. The “ESCAPE TO PARADISE” promotion is designed to motivate valued foodservice operator’s and sales participation by awarding them with an all-expenses paid trip for two to Secrets Papagayo Resort & Spa, an all-inclusive, adultminded resort in Costa Rica.

Be a part of the growth at PERFORMANCE Foodservice, Atlanta as we partner together to increase case sales throughout our distribution territory, to over 4,500 active customers.

The Escape to Paradise promotional format is a focused approach for our operating company and we are excited to partner with you, a Key Vendor Partner, to take your case growth to new heights!

Here’s how it works: 1. Sign up today to secure your participation in the “ESCAPE TO PARADISE” valued foodservice operator’s and sales incentive. A participation form is attached and we will be contacting you to review your individual needs and receive your commitment.

2. Based on your participation level, YOU and a GUEST can also join us on this trip.

3. Refer to the tiered participation structure for complete details.

4. Support our efforts with added Field Support, POS, defined Sales Meetings and Regional Sales Trainings, etc. Throughout the promotion, you will receive premium focus as an “ESCAPE TO PARADISE” vendor partner.

5. We will provide routine updates to our item listing to make sure you receive the maximum exposure to your stocked items. Additionally, we will promote through our various channels using MealTicket, along with social and digital communications.

The “ESCAPE TO PARADISE” incentive promotion is geared to drive incremental cases and increase sales for each participating Vendor Partner. In supporting this program, valued foodservice operators and sales team members are motivated to promote each sponsoring partners’ products in a number of positive merchandising ways.

A select number of participating vendor partners are invited to join valued foodservice operators and top sales achievers who will qualify for the exciting trip. Through this, vendor partners will realize much-appreciated incremental growth for the affordable price of offering an allowance per case or fixed participation fee and at the same time, experience a business bond with our foodservice operators, sales teams and senior management.

We look forward to sharing our case growth success with you now and throughout the rest of 2021 and into 2022. Thank you for your continued support.

MIKE MORRELL President Performance Foodservice Atlanta

KYLE COTTENGIM Vice President, Sales Performance Foodservice Atlanta

TIM WOODS Vice President, Marketing Performance Foodservice Atlanta

VENDOR PARTNER OVERVIEW Each participating vendor will select a tier level to cover marketing related exposure along with defined allowances or fixed fee as part of your commitment in the “ESCAPE TO PARADISE” incentive program.

Vendors who choose level 1 participation at $45,000 by supporting via flat fee and/or accrual will earn one trip for two people, if signed by September 26, 2021.

Promotional period runs from OCTOBER 11, 2021 - FEBRUARY 26, 2022 Over the 20-week promotional period, participating vendors will receive aggressive, focused and complete endorsement by the Sales, Business Development & Marketing team at PERFORMANCE Foodservice Atlanta.

Special incentives will be offered to the entire Sales Team to support and further motivate.

Unique customer presentations will also be prepared OVERVIEW for distribution, by our Sales VENDOR PARTNER Leaders, to maintain and excite participating value added operators and Area Managers.

Monthly updates will be direct mailed as well as electronically distributed to each participating operator customer and area manager to keep apprised of their trip standing on a monthly basis.

Will you be joining our most valued customers and top sales associates for a trip for 2 Adults to the all-inclusive Premium Resort?

The investment committed by each participating vendor in this case building incentive program will not in any way detract from the present show allowances, local marketing and merchandising considerations, or other accruals the vendor is presently offering to support their product’s growth. However, this investment will replace previous quarterly promotions committed to as an over and above investment.

“Secrets Papagayo” in beautiful Costa Rica!

Trip Dates: March 26-30, 2022 *All trips must be taken on the designated dates. If a vendor partner cannot travel, the earned trip will revert to the OpCo for customer reallocation.

LARGEST Performance Foodservice broadline operating company

Annual sales over $1 BILLION

OVER 4,500 active foodservice customers

150+ AREA MANAGERS making weekly operator calls

INCENTIVE PROGRAM BENEFITS YOU WILL RECEIVE 20 WEEKS OF CONTINUOUS SPOTLIGHT During the ESCAPE TO PARADISE promotional period, we have several ways to help promote your items even more. Outlined is a list of sales and marketing related activities to help drive focus and attention to your products.

VENDOR PARTNER OVERVIEW

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Regional Sales Meetings: Sales Management Team will spotlight your status and motivate their respective sales teams to drive case focus. You will be provided access to meetings to showcase your complete line. Space is limited, see calendar for details.

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POS & MealTicket Operator Coupons: Send us your POS and operator related rebates to be posted for our sales team to see and use, via their I-Pads, SharePoint and / or MealTicket dashboard.

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Aggressive Operator Customer Focused Deals: Access to offer special flash deals that get sent to the Area Managers to entice our customers. Contact the Marketing Department for more information.

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MealTicket: MealTicket is a program we use to contact the customers directly. Request a Meal Ticket campaign to target operator customers specific to an item you want to focus on.

Contact the Marketing department for participation details.

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Customer Email Communication Platform: We have created a digital communications database with over half of our active PERFORMANCE Foodservice, Atlanta customers. Currently we have 2 ,000+ participants receiving weekly digital communications on valuable foodservice trends, menu applications, market conditions or new product information. As an Escape to Paradise partner, you have the opportunity to create and share a message directly to this audience. Our connection run rate is 99.8% and our click thru and share ratings far exceed the norm for traditional e-newsletter communications. We earned and keep these ratings by insuring the message and content is customer facing and worthy of our audience’s attention.

We urge you to take advantage of this new feature and gain additional exposure thru this proven platform of digital communication.

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Social Media Campaigns: Get an exclusive exposure to increase attention on your products through spotlights on our social media channels.

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Direct Mail Campaign: You have the opportunity to receive monthly spotlights via our direct mail campaigns to participating foodservice operator customers and all Area Managers.

FOODSERVICE OPERATOR PARTICIPATION To be eligible for a trip for two, active PERFORMANCE Foodservice, Atlanta FOODSERVICE OPERATORS must purchase a minimum dollar amount during the promotional period. They must increase their 2021/2022 purchases by a defined percentage over their 2020/2021 purchases for the same period. Operator customers must also earn the maximum number of points in their assigned group based on purchases of participating vendors’ products during the promotional period. Other qualifying areas are covered in complete detail in the Active Customer Incentive Criteria.

VENDOR PARTNER OVERVIEW

SALES TEAM PARTICIPATION In order to be eligible for a trip for two, active PERFORMANCE Foodservice, Atlanta SALES TEAM must sell a defined case and dollar growth during the promotional period. They must increase their 2021/2022 case sales by a minimum percentage over their 2020/2021 case sales for the same period. They must also earn the maximum number of points in their assigned group based on case sales of participating vendors’ products during the promotional period. Other qualifying areas are covered in complete detail in the Sales Incentive Criteria

VENDOR PARTICIPATION LEVELS LEVEL 1 • Invitation to attend ESCAPE TO PARADISE trip (all expenses for two adult guests) • ALL STOCKED items will be featured in promotion, 5 NEW ITEMS will be stocked • Each item will be valued at 100 POINTS

— (LEVEL 1 includes (4) monthly BONUS features) • “Spotlight” invitation to an ESCAPE TO PARADISE directly after our General Sales Meeting on October 18, 2021.

• One-on-one time to feature your items of focus at the Escape to Paradise launch • Participation in a structured 20 week work-with program/blitz to push promoted items • Full access to feature/promote to our complete sales teams.

• Opportunity to send a customized electronic communication to the top PERFORMANCE Foodservice, Atlanta’s participating key customers • Ability to feature product rebates directly to participating customers, via MealTicket • Direct access to each Regional & District Sales Managers VENDOR PARTNER OVERVIEW • Featured sponsorship for all events throughout the trip • Vendor logo to be included in all ESCAPE TO PARADISE MKTG materials, i.e. banners, brochures, save-the-date postcard, direct mail campaigns and much more Participation Fee and/or per case allowance equal to $45,000 LEVEL 2 • ALL STOCKED items will be featured in promotion, 3 NEW ITEMS will be stocked • Each item will be valued at 75 POINTS

(Level 2 includes (3) monthly BONUS features) • Participation in a structured 14 week work-with program/blitz to push promoted items • Access to feature/promote to our complete sales teams.

• Opportunity to send a customized electronic communication to the top PERFORMANCE Foodservice, Atlanta’s participating key customers • Ability to feature product rebates directly to participating customers, via MealTicket • Direct access to each District Sales Manager • Vendor logo to be included in all MKTG materials, such as ESCAPE TO PARADISE banner, brochures, save the date postcard, direct mail campaigns and much more Participation Fee and/or per case allowance equal to $35,000 LEVEL 3 • ALL STOCKED items will be featured in promotion, 2 NEW ITEMS will be stocked • Each item will be valued at 50 POINTS

(Level 3 includes (2) monthly BONUS features) • Participation in a structured 10 week work with program/blitz to push promoted items • Access to feature/promote to our complete sales teams.

• Opportunity to send a customized electronic communication to the top PERFORMANCE Foodservice, Atlanta’s participating key customers • Ability to feature product rebates directly to participating customers, via MealTicket Participation Fee and/or per case allowance equal to $15,000 Vendor billing will occur October 1, 2021 & February 28, 2022

ESCAPE TO PARADISE TRAVEL AGENDA & AMENITIES MARCH 26 - 30, 2022 Saturday, March 26 Departure Travel from Atlanta - Delta Flight #1898 - 9:45am 11:40pm - Arrival into Costa Rica 2:00 - 4:00pm - Registration Private Check in at Lobby Lounge

Rican can share. Learn the history and importance of the chocolate, coffee and sugar crops and well as what makes Costa Rica such a special place to live.

You will be emersed into the Costa Rican culture and taste the authentic cuisines only made in the region.

Sunday, March 27

Find your Bliss Enjoy a day at the Secrets Spa by Pevonia®. A haven for rejuvenating body and facial treatments, soothing hydrotherapy, relaxing massages and pampering salons.

Breakfast & Lunch at leisure

Optional On-Property Dinner

7:00 - 9:00pm - Group Welcome Reception & Dinner Location: Ocean Lawn

VENDOR PARTNER OVERVIEW

(All meals included in program package)

Day of leisure at pool or beach

Tuesday, March 29

(Water activities available)

Breakfast & Lunch at leisure

Optional On-Property Dinner

Final Day to Explore / Day of Leisure

(See Travel Guide for complete list of restaurant options)

Monday, March 28

Day Trips to downtown Liberia or Local Fishing Village

Breakfast & Lunch

(Sight Seeing & Shopping) (See Travel Guide for Departure and Return times)

Pre-selected Activities:

7:00 - 9:00pm - Group Farewell Reception & Dinner

(location based on activity)

Rain Forest Tour (See the iconic Arenal Volcano up close and personal by water, enjoy guided Rain Forest Tour and journey across suspended bridges. (Full Day Tour) Zip Lining Adventure Travel through the mountain terrain on an adrenalin rush into the jungles, waterfalls and above treetop for an adventure to remember.

Chocolate, Coffee & Cultural Tour Spend a day as only a true Costa

Location: Spa Lawn

Wednesday, March 30 Breakfast & Lunch at leisure Noon Check out Return Travel - Delta Flight #1820 1:10pm Arrival into Atlanta at 7:18pm Departure schedule: Leave resort (3) hours before defined flight departure

Escape into luxury at Secrets Papagayo. Set in the exuberant Arenilla beach, Secrets Papagayo Costa Rica offers adults a stunning getaway in Costa Rica’s Gulf of Papagayo.

The secure community surrounding the resort provides striking views of native flora and fauna and miles of unspoiled Pacific Coast beach. Adults enjoy a romantic and picturesque hideaway, delectable gastronomy, and world-class spa, all complete with our signature Unlimited-Luxury® experience.