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A quarterly publication of the Perishable Foods Council of Northern California/Nevada (PFCNC)

Perishable Foods Connection

Second Quarter 2012 Formerly DeliMag

InsIde thIs Issue: • A look at Berkeley Bowl Marketplace • A look back at the Winter Gala • A look back at the Natural Products Expo

G N I Z A M A ndor booths!

e v 0 8 3 r ove

InCredible over 450 new

L E V R A Me newest trends

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RSVP to your Sales Rep or call 800-874-4150

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Power Balance Pavi

How to reach us President’s Message

Lots on our plates again By CHRISTINE WINGFIELD CSW Food Brokerage 2012 PFC President Greetings from the Perishable Foods Council. I am very proud to feature Berkeley Bowl in this issue — two stores doing a great business, great employees, all about customer service. What’s new in cheese is not so new. Snacking cheeses and snacking sizes are continuing to grow. Portion control, portability, variety – and now more of the import cheeses are getting into the game. Beer pairings – all the rage – Petaluma just hosted the Fermented Festival and cheese and beer pairings

was a huge hit. More and more retailers that have stores available to do sampling on wines are adding beer pairings sampling opportunities to their line-up. Cheese people … we have a great opportunity to participate in

these events and the adult beverage vendors are anxious to partner. August is our Golf Tournament – please make sure you put that on your calendar. We hosted a great event last year at Poppy Ridge in Livermore and we are doing it again this year. Our popular Winter Gala is slated for the last Saturday in January 2013 in the newly remodeled Silverado Country Club and Spa. Great location, lots to do in the area, and bocce ball too! Thank you for your advertising support in this magazine. It helps to fund our scholarships, internships and grants. Christine

Perishable Foods Connection, formerly DeliMag, is a regional trade magazine published quarterly by the Perishable Foods Council of Northern California and Northern Nevada. Council President: Christine Wingfield (CSW Food Brokerage). Published by Pacific Rim Publishing Co., P.O. Box 4533, Huntington Beach, CA 92605-4533. Editor: Dave Daniel. 714-3753900. E-mail: Advertising director: Dalva Fisher 951-5336001. Administrative Assistant & Webmaster: Nancy Clothier, 415-8231219;

PFC Winter Gala: Second quarter 2012, Volume XXIII, Number 2

What’s inside: A look at Berkeley Bowl Markets: The independent retailer has wowed the East Bay with its huge selection of perishable items, from produce to seafood ... and everything in-between, including approximately 1,000 varieties of cheeses. We take a look at the cheese, dairy, meat and foodservice departments. See story and photos beginning on Page 8.

Take a look back at the PFC’s Winter Gala in San Francisco, which kicked off the Council’s 50th Anniversary year on the eve of the Fancy Food Show. See story and photos beginning on Page 14.

Nutritionally speaking:

The mysteries of choosing the right cooking oil are explained by our own Nutritionist Erika Costanzo, who explains the many differences found on the grocers’ shelves theses days.

Also inside:

Three PFC Interns describe their combined work-social introduction at the Winter Gala; a quick look back at the Natural Products Expo West in Anaheim; news from retailers; and expanded calendar of events.

Perishable Foods ConneCtion, Second Quarter 2012


Officers: President:

First Vice President:

Second Vice President:

Christine Wingfield

Joanie Webster

Bill Rudolph

(Anco Fine Cheese)

(CSW Food Brokerage)


Administrative Assistant & Webmaster:

Mike Levy

(Rudolph Foodservice Associates)

(M. Levy and Company)

Nancy Clothier

Directors: Penny Collins

Cheryl Powell

(Tony’s Fine Foods)

Annette deBoer

(Stellar Food Sales)

Erin Gonzalez (Will’s Fresh Foods) Historian

Bob Stickrod

(Select Trade Sales)

(Premier Sales Solutions)

(Safeway Corporate)

Nereo Rebellato

Jeff Strah

(Associated Brokerage Services, Inc.)

Gwyn Eckerman

Retail Associate Directors: Cris Mazzei

Jerry Grigsby

(DND Sales)

(Lactalis Food Service)

Heidi Bertagnolli (La Brea Bakery)

Virginia Muto (Save Mart)


Associate Directors: Jann Carleson (United Bakery)

Michelle Boivin

Gussie Jones (Taylor Farms Pacific, Inc.)

(CSM Bakery)

Jarrett Peppard

Scott Cross

Erika Costanzo

Edward Silva

(BCS Consulting)

Irene Franklin (Registered Dietitian)


(Foster Farms Dairy)

Nick Saich

(Mani Imports)

Mike Repetto

(Tony’s Fine Foods)

(Student Liaison, UC Davis)

Valerie Roberson

(Student Liaison, SJSU)

Lesli Hamamoto

(Student Liaison, CSU Fresno)

Administrative Assistant & Webmaster: Nancy Clothier, 415-823-1219; See our website for photos and informantion on Council directors,

4 Perishable Foods Connection, Second Quarter 2012

Sarah Palin

The Heart of a Rogue Trailblazer

Jim Carroll

Paula Deen Best Dishes

Terry Bradshaw

Innovation, Hyper-niching, & Transformative Change

Personal Power to the Max

John Pinette

Jane Buckingham

Harold Lloyd

Jeremy Gutsche

Get Outa the Line!

The Craveability Factor

Adrian Slywotzky

DEMAND: Creating What People Want

The New Orleans Experience. N’awlins is the perfect

backdrop of sights, sounds and tastes to deliver an experience you’ll never forget. Join 8,500 other top-shelf dairy, deli, bakery, and food service professionals in the world’s greatest food city; where mixing business, food and music will create some new recipes for success.

The Show of Shows. Top speakers are a main attraction along with the best food expo floor in the industry featuring 1,600 booths of new and innovative products, ideas, and services. Headliners offering their expertise and personal insights on topics ranging from Marketing Trends to Consumer Demand, and from Innovation to Change, will inspire, entertain, and motivate you to make your company and brands more connected while positioning them for the future.

Reaching Tomorrow’s Consumer

Exploiting Chaos and Unlocking “Cool”

Jack Li

Consumer Decision Trees in Bakery, Dairy, and Deli

IDDBA’s Show & Sell Center. A favorite destination

on the expo floor is our lagniappe to you. It’s called the Show & Sell – Teach & Tell Center. Created and designed by expert merchandisers and industry professionals, it’s an idea center where new themes, creative sets, signage and merchandising ideas are displayed to help you sell more products. You can discuss the new concepts directly with a merchandiser plus take home resource materials to share with your team.

Unmasking Your Business Potential. Whether

a buyer, merchandiser, marketer, broker, or distributor, you’ll be face-to-face with the best in the industry. Take advantage of the many networking events including the educational sessions, expo floor, coffee breaks, and other industry-only events to help grow your business.

Register Now • Educational Seminars • Show Planner • Hotels • Exhibits • Show & Sell Center International Dairy-Deli-Bakery Association P.O. Box 5528 • Madison, WI 53705 • call 608.310.5000 • fax 608.238.6330 • visit

Spotlight on Foodservice

Hold the anchovies on that pizza CHD Expert is one of America’s leaders in collecting, managing and analyzing data in the Away-From-Home Foodservice market, and it predicts a steady flow of pizza orders in the year to come. Most Americans would tell you that pizza is not a cornerstone of a wellrounded diet, but their wallets indicate otherwise. The away-from-home pizza market represents a staggering $46 billion in retail sales per year across the United States, making up 9.5% of the U.S. commercial foodservice market. Not only do Americans love their pizza, but they love their pizza right now. Limited service restaurants accounted for 83% of the market (in number of operators), while full service restaurants rounded out the final 17%. Limited service restaurants also accounted for roughly 72% of the consumer dollars spent in pizza restaurant sales totaling $33 billion in retail sales.

More importantly to manufacturers and distributors, limited service restaurants spent $11 billion on foods, beverages and disposables purchases compared to just $3.5 billion spent by the full service restaurants. Although a simple pizza is just dough, sauce and cheese, there is so much more that goes into a good pizza pie. Despite these three common ingredients pizza can be extremely different regionally, and consumers know that not all pizza is created equal. The numbers indicate that Americans either like the unique independents, or the tried and true big chains. From the crust, to the toppings and sauces, independents dominate the market with a 56% share, serving their own takes on the classic pie. The large chains, despite their ability to offer multiple styles, multiple price points and delivery are only in second place with a 30.5% market share. Combine the two sub-segments and the independents and

the large chains comprise 86.4% of the market. According to Cathy Kearns, General Manager at CHD Expert, “This uneven distribution makes cornering the market for a particular ingredient a difficult task, as a manufacturer must appeal to all the operators from the smallest and most fickle, to the biggest and most demanding.” On another note, the total U.S. restaurant unit count dropped from 587,335 in Fall 2010 to 580,852 in Fall 2011, mostly due to independent restaurant closings, based on the most recent restaurant census conducted by The NPD Group. NPD’s Fall 2011 ReCount® reports that the number of independent restaurants declined by 6,863 units during the census period. Chain restaurant unit counts remained relatively stable increasing by 380 units.

“Mezzetta Does Delis” Let us create a Mediterranean Table in your store. Everyone at Mezzetta is proud to salute the Independent retailer Berkeley Bowl Markets. G.l. Mezzetta reGional office ann Dressler ManaGer Deli/fooD service 445 Gay Street, Corona, CA 92879 O: 951-734-3447 | F: 951-734-3489 | C: 951-642-4114 visit oUr WeBsite for Great recipe iDeas anD to see WHat’s neW at Mezzetta.coM


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Start building some delicious sales today. Please Contact CSW Food Brokerage 1-800-848-5899

Spotlight on Retailer

Berkeley Bowl Marketplace If you live near Berkeley, chances are you’ve visited one of the two Berkeley Bowl Markets. If you are a “foodie,” you are on your home turf. Berkeley Bowl got its start in 1977 in a revamped bowling alley, hence its name. It remained a small neighborhood market until it moved in 1999 to a revamped Safeway store, which allowed it to expand to 40,000 square feet. Ten years later the company opened Berkeley Bowl West and has been the recipient of rave reviews ever since. The market is well-known for its perishable departments, from produce to seafood and everything in-between. A note on the company website states the seafood department “has been under the same management since 1983. This continuity has enabled us to learn our customers’ needs, develop good working relations with our seafood sources and effectively train our employees.” It also states that the produce department is the largest in Northern California and it is also the cornerstone of the business. Stability is one of the keys to success of the markets. Many of the employees in the perishable departments have been with the company for years. What follows are short introductions to four people running the cheese, dairy, meat, and foodservice departments. Cheese Cheese buyer and department manager Jack Li is known throughout the area as “Jack Cheese,”

A cheese case at Berkeley Bowl West Marketplace.

He grew up in nearby Oakland and worked part time at the store as a teenager 20 years ago. “I pretty much grew up with cheese,” he said. “When I started the cheese department here, I was the only one,” he recalls. “Now, there are 18 people working in this department.” The affable Li said when he began working at the store, there were between 50 and 100 types of cheese. Now, he estimates there are approximately 1,000 types of cheese. “Obviously, many of them are similar types, but we also have a lot of California artisan cheeses. I love to

Berkeley Bowl cheese buyer/ manager Jack Li and PFC President Christine Wingfield (CSW Brokerage) clown around at the Tony’s Fine Foods Show in Sacramento in 2010.

8 Perishable Foods Connection, Second Quarter 2012

support our local cheese makers and I usually give them time to bring their products into the store.” There are many such producers in Northern California. As an example of one producer who is doing a good job, he singled out Cowgirl Creamery of Pt. Reyes Station near the coast in Marin County as producing a popular cheese. “Even with the variety of cheeses we have, the biggest seller is cheddar, which we get in bulk from Tony’s Fine Foods. Continued on Page 9

Berkeley Bowl Marketplace Continued from Page 8 We cut and wrap and sell about 4,000 pounds a month.” Li eats his share of cheese. “I have to taste all of them before they are put out for our customers,” he said. “I eat a lot of cheese.” His current favorite might be those from the sheep’s or goat’s milk side of the business. “I like cheese that is a little stronger than average,” he said. And it goes without saying, he likes jack cheese. He splits his time between both stores and generally can be found from 7 a.m. until 4 p.m. “As a buyer I will try to meet with anyone at the stores. Because I am here all the time I don’t make appointments, but I make time to meet with them. Dairy Roberto Saldana has spent the last 22 years working for Berkeley Bowl Markets, including the last 15 years as Dairy Manager. He recalls the “good old days.” “I started by unloading the truck … which was driven by the owner then,” he recalls. “Me and another guy would unload everything by hand … fruits, vegetables, everything. It all came in bulk and we had to unload it by hand. Now, everything is on a pallet and we use forklifts.” And if the receiving has become somewhat easier, the selection has become more complicated. Berkeley Bowl has a wide selection of natural and organic products to choose from. Fluid milk is the cornerstone of the dairy department. “We sell a very good amount of milk,” he said. “We use local dairies such as Clover Stornetta and also Berkeley Farms, among others.” He said each store receives milk deliveries four times a week. “We get five or six pallets four times a week … that’s a lot of milk,” he said. Another area that has grown tremendously is the yogurt category. “When I started here there was not a whole lot of yogurt, just the basic items,” he said. “Now there are all kinds of stuff … organic, natural, Greek yogurt … and there is more all the time. Everyone is getting into Greek yogurt it seems … there are 6-to10 different types right now. Fage, which started the trend, is still No. 1 here, but Chobani has a good place.” Variety and price are keys to Berkeley Bowl’s dairy cases. “We love to have demos, but we have to do them during the week,” Saldana said, “because we are so busy on the weekends, it is difficult to do them.” Another key selling point is the dairy case end cap. “We feature something in the end cap for a month and people who shop here know the products and know that they are getting good value on those specials,” he said. Saldana said the best way to reach him is through the customer service department or to contact him about a product. He generally starts his day about 4:30 a.m. and alternates between the two stores. His office is at Berkeley Bowl West.

The milk wall case is always full.

The dairy wall case is nearly 50 feet in length.

One view of the selections in the meat case. Meat Mike Myers has been in the meat business for 41 years, starting as an apprentice meat cutter. For the past 13 years, he has been the meat buyer at Berkeley Bowl. He is the one who sets up the meat cases in both stores. Continued on Page 10 Perishable Foods Connection, Second Quarter 2012


Berkeley Bowl Marketplace Continued from Page 9 “The city of Berkeley is a unique area,” he points out, “and we carry many different products because each of them has their clientele.” Berkeley Bowl’s meat cases carry a wide variety of beef, including high end items from Harris Ranch, as well as those from Niman Ranch, Durham Ranch, and Marin Sun and Estancia grass-fed products, and an organic line. There are four different pork lines, including an organic line from Becker Lane. Poultry is organic free-range and there is a wide variety of game hens, stewing hens, pheasant, capon, squab, duck and quail. Willie Bird turkeys (Santa Rosa) are available during the holiday season. “We try to hit all the price points for our customers,” he said. The best way to reach Myers is either by phone or to just drop in. “I don’t make appointments because I am back and forth between stores, but I see people on the floor. We have a pretty good crew in the meat department so I can take a few minutes away.” Sausage is a big seller in the Bay Area, and in addition to such area brands as Saag’s (San Leandro) and Caggiano (Petaluma), Berkeley Bowl makes its own sausage. “We use a recipe from one of our employees, Sydney Yuen, who has been here 33 years. All of our sausages are from his recipes … where he got them from, no one knows,” Myers said with a smile. The Berkeley Bowl sausages also are used in the market’s service areas, including the café, which leads to the next section. Food service Christine Reid is one of the newer members of the perishables team at Berkeley Bowl, having joined the company in September 2011. But that doesn’t mean she lacks experience or expertise. Her passion is food as she began cooking at age 8 with her grandmother in the kitchen. Her Italian-American heritage is a natural. She has worked for Cala Foods and Bell Markets and opened delis in Trag’s Market in San Mateo and was Deli Director for the upscale Draegers’s Markets, where she also created recipes before heading across the bay.

Prepared foods are always popular..

The Bakery case is filled with goodies.

One wall has nothing but bread.

The Bay Area native manages the kitchen, the Café, the deli and the bakery divisions. “The Café is our current project,” she notes. “We are re-doing the menu and doing some remodeling. The Café is open for The Service Deli case offers a wide variety.

10 Perishable Foods Connection, Second Quarter 2012

Continued on Page 11

Locations Berkeley Bowl Marketplace 2020 Oregon St., Berkeley, 94703

The produce department is impressive.

Berkeley Bowl West 920 Heinz Ave., Berkeley 94710

Continued from Page 10

The seafood case is always a popular stop for shoppers.

breakfast and lunch daily and offers a daily pizza special as well as traditional items from burgers and sandwiches to salads. “The bakery also is a work in progress. We have just hired a new baker and are starting from scratch. We are adding some new items and also sourcing some,” she said. “We have a wide variety of delicious items from cookies to cakes to every specialty in-between.” The kitchen is a busy place, making everything from scratch and supplying both the Café and the deli with everything from quiches, prepared meals, salads and “wonderful soups,” she said. There is take-out available in both the café and deli. She oversees about 70 employees and loves to take a tour of the service deli. “You might start at the burrito bar/taqueria, where a Mexican chef will prepare it especially for you. We have different types of rice, three kinds of beans and 10 different flavors (mahi mahi, chicken chile verde, etc.) for you. A chef in the deli prepares it all. “Then there is the Chinese kitchen, where chefs cook on woks right in front of the customer on the sales floor. You choose which items to take out for lunch. “At the sandwich/salad counter, customers are served by the deli staff to make your choice the way you want it,” she said. The deli counter features more than 100 varieties of domestic and imported meats and salamis, including house-made turkey, certified Angus roast beef, and Serrano ham. There also is an olive bar. Perishable Foods Connection, Second Quarter 2012


News from Retailers

Sprouts to merge with Sunflower Markets Sprouts Farmers Market and Sunflower Farmers Market, two independent natural food store chains, have announced the execution of a definitive agreement to merge. The combined company will operate 139 stores under the Sprouts Farmers Market name and will have approximately 10,000 employees. The transaction is expected to close in the second quarter of 2012. The addition of Sunflower’s 35 stores expands Sprouts’ geographic footprint to Nevada, Utah, New Mexico and Oklahoma and further extends its presence in California, Arizona, Colorado and Texas. Overall, the combined company plans to open up to 13 new stores during 2012. It is currently expected that all of the Sunflower stores will be rebranded under the Sprouts banner by the end of 2012. The combined company will be a prominent player in the Western United States retail food industry, with projected 2012 annual revenues approaching $2 billion. Sunflower was originally co-founded in 2002 by Libby Cook and Randy Clapp, also co-founders of Wild Oats. Sunflower grew rapidly in New Mexico, Colorado and Arizona, and eventually pushed into new markets such as Nevada, Utah, Texas, Oklahoma and California.

Nugget expands Nugget Markets, a Woodland-based, familyowned and operated grocery chain since 1926, will open its newest store on the northwest corner of Howe Ave. and Fair Oaks Blvd, previous home of

the Hubacher Auto Center, in the fall of 2013. Partnering with CVS Pharmacy, Nugget’s new 45,000-square foot market will offer conventional as well as local, organic, and specialty groceries. The new store will feature high-quality produce, meat, seafood, and prepared foods, all housed within a European-marketplace setting. Modeled after the Davis store on East Covell Blvd, the new Nugget Market will also offer a mezzanine where guests can dine. Like the company’s nine Northern California locations, the new store will feature an in-house bakery, Asian kitchen, full deli, and chef-led kitchen with inhouse chefs creating a variety of fresh foods every day. The Nugget deli will continue its tradition of offering high-quality Boar’s Head products, made-to-order sandwiches, fresh salads of all kinds, and a grain, salad and soup bar. Nugget’s vast selection of wines, beers and spirits can be found at the new location.

Safeway honored Safeway Inc. of Pleasanton has been selected one of the 2012 World’s Most Ethical Companies (WME) by the Ethisphere Institute. Safeway earned a coveted place on the list by going beyond legal requirements and instituting practices that support a healthy workforce, benefit the public and respect the planet. This is the second time that Safeway has made the prestigious list. “We are honored to be placed on Ethisphere Institute’s list of the World’s Most Ethical Companies,” said Larree Renda, Safeway

12 Perishable Foods Connection, Second Quarter 2012

Executive Vice President and Chair of the Safeway Foundation. “Maintaining superior business practices is not only instrumental to the company’s success, but also benefits our employees, the communities in which we operate and the people we serve each day.” The Ethisphere Institute is a think tank dedicated to the creation, advancement and sharing of best practices in business ethics, corporate social responsibility, anticorruption and sustainability. Each year it selects companies from throughout the world for its prestigious WME list. This year’s list of 145 companies will appear in Ethisphere Magazine’s Q1 issue. “Safeway represents clear ethical leadership within its industry and in the business world as a whole,” said Alex Brigham, Executive Director of the Ethisphere Institute. “We applaud Safeway for maintaining a corporate culture that recognizes that making profits and doing the right thing can and should go hand in hand.” Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America, based on sales. The company operates 1,678 stores in the United States and western Canada and had annual sales of $43.6 billion in 2011.

Save Mart waste reduction honored The California Integrated Waste Management Board (CIWMB) has announced once again that Save Mart Supermarkets is one of the winners of the 2011 Waste Reduction Award in

recognition for green business practices. In its 18th year, WRAP has honored Save Mart Supermarkets and its stores – Save Mart, S-Mart Foods, Lucky, and FoodMaxx – every year since 2000. According to the CIWMB, 280 California businesses and nonprofit organizations were recognized for their innovative, environmentally friendly programs and policies. Save Mart Supermarkets operates 230 stores throughout Northern California and Northern Nevada under the Save Mart, S-Mart Foods, Lucky, Maxx Value Foods, and FoodMaxx banners.

Rudy Monte, 85 Rudy Monte, an independent grocery retailer for more than 50 years, died March 12. He was 85. Almost 30 years ago, Rudy, along with two of his best golfing buddies started Deluxe Foods of Aptos. The store was his pride and joy and became a catalyst for many community projects that he supported with his son, Marc. With the opening of this independent retail grocery store, he saw his life’s dream come to reality. Married for 65 years, he leaves behind his best friend and life partner, Doris Monte. He is also survived by his four children, Marc and his wife Jessica, Linda and her husband Bob, Paul and his wife Charlotte, and Rudy, Jr. and his wife Deena; grandchildren Rob, Sarah Isabel, Michael, Maria, and Steven and great granddaughter Amaia Grace. Services have been held. The family suggests that Rudy’s spirit be honored with a gift to The Monte Foundation.

Everyone at CSW is proud to salute the Independent retailer Berkeley Bowl Markets.

Christine Wingfield // Owner CSW Presidient Perishable Foods Council // 800.848.5899

Perishable Foods ConneCtion, Second Quarter 2012


PFC Winter Gala

PFC’s most popular event draws large crowd A near-capacity crowd was on hand at the Marriott Marquis Hotel in San Francisco in mid-January to celebrate the Perishable Food Council’s Winter Gala on the eve of the Fancy Food Show. The 2012 Board of Directors was introduced by former President (1999-2000) Rod Ramsey (Tony’s Fine Foods), who served as emcee for the Gala. The PFC began 2012 with a year-long celebration of its 50th Anniversary with a fancy reception featuring an outstanding assortment of hors d’oeuvres and fancy international cheese tables donated by Anco Fine Cheese. Following a scrumptious dinner, the famous PFC raffle took place. Prizes were donated by CSW Food Brokerage (two $1,000 cash prizes and two wine gift baskets), Boggeri Sales & Marketing (two Kindle Fire e-readers), Horizon Specialties (flat screen television), and Impact Sales (two bed & breakfast gift certificates). The remainder of the many and varied prizes were donated by the PFC.

The 2012 PFC Board of Directors.

A 50th Anniversary ice sculpture of the PFC Logo was the centerpiece of the reception.

14 Perishable Foods Connection, Second Quarter 2012

Rod Ramsey (Tony’s Fine Foods) served as emcee for the evening. He was PFC President in 1999-2000.

This group of Anco Fine Cheese suppliers, many visiting from Europe, provided and set up the many tasty cheese displays and samples for the reception.

Jann Carleson and Geoffrey Draper, both of LeGrand Marketing.

Mike and Margaret Levy (M. Levy and Company).

Michael Landis, National Training & Merchandising Manager for Anco Fine Cheese, who carved much of the cheese for the reception.

Michelle and Keith Gleason of Safeway.

Linda and David Viviani (Estate Cheese). Perishable Foods Connection, Second Quarter 2012


Ryan Ordonez (Grocery Outlets), Weldon Weatherly (Grocery Outlets) and Greg Brown (Bay Brokerage).

Alan Appoline (Taylor Farms), Nereo Rebellato (Raleys), Gussie Jones (Taylor Farms) and Steve Jones.

Jerry Grigsby (Associated Brokerage Services), Ann Dressler (G.L. Mezzetta) and Bob Dressler (Advantage Sales & Marketing).

Bob and Bobbi Marling (Bel Brands) and Tammy and John Cryer (Bel Brands).

Bob and Karen Olynger and Brady and Erica Hobby, all with Select Trade Sales.

Terri Foster (Acosta) and Rick Camarillo.

16 Perishable Foods Connection, Second Quarter 2012

Jackie, Mark and Shannon Chang, representing Advantage Sales.

Sharon Thordarson and Tom Roberts (Arla Foods).

Betty and Frank Coletti (Coletti Marketing).

Brad and Kate Lindermann (Taylor Farms).

Lisa and Peter Walker (Gourmet Demo).

Linda Riggs and Doug Henderson (Ameripride). Perishable Foods Connection, Second Quarter 2012


Cindi Kacer (Sterling Sales & Marketing) and Judy Norton (Norseland, Inc.)

Cheryl Powell (Stellar Food Sales), Erin Gonzalez (Will’s Fresh Foods), and Tracy Wehr (Select Trade Sales).

Brian Anderson and John Wellenzohn, both of Rich Products Crop.

The dance floor was a popular place as the evening wore on.

A few of the raffle prizes donated by members.

18 Perishable Foods Connection, Second Quarter 2012

Singer Derek Thomas of the group Thomas & Plecker with guitarist Sam Plecker and drummer Nolan LeVine entertained with a variety of pop standards.

Denmark’s Finest joins the House of Castello. ®


How did America’s #1 imported Havarti earn the name Castello®? By mastering each step of a 130-year old craft: • We independently pasteurize the cream and milk. • We turn each loaf as it presses, to assure symmetry as thousands of perfect, tiny bubbles develop. • We watch over every detail consistently to achieve a buttery taste and a fine, even texture. Look to the House of Castello® for European cheeses crafted and selected to match your specialty customers’ growing passion for new tastes. And look to us for in-store promotions, online initiatives, and tasting events that will help you share the richness of Castello.® Your Arla sales rep or broker awaits your call at 1-800-243-3730.

© 2012 Arla Foods, Inc.

The Passionate Pursuit of Perfection

Available in both bulk and retail formats.

PFC Interns

First impressions are important (Editor’s note: Three of the Perishable Food Council’s fall interns were invited to attend the Winter Gala and the Fancy Food Show in San Francisco in January. After successfully completing the 10-week intern tour of a variety of businesses from manufacturing to retailing to foodservice to brokerage and testing products from cheese and dairy to bakery and wine, the interns were introducted to an impressive social gathering, followed by the eyepopping variety of the food show. Here are their comments on the weekend.) By KATHERINE HYPES UC Davis Even though our internship with the Perishable Foods Council concluded in November, Bill Rudolph generously extended invitations to attend the PFC Winter Gala and the Fancy Foods Show in January. I didn’t have a clue as to what to expect from either event, but listening to what he had to say about each, I was filled with anticipation and excitement for the weekend in San Francisco. Walking into the reception for the Winter Gala and being immediately faced with tables of gourmet cheeses, fruit, and wine (and not to mention the impressive “Perishable Foods Council 50th Anniversary” ice sculpture in the middle of it all), I knew I was literally and figuratively in for a treat. The Reception part of the evening was a wonderful opportunity to meet-and-greet with people involved in various sectors of the food industry. It allowed for a more comfortable setting to socialize with the people I had previously met during the tours I attended in the fall, while also meeting new people through them. Assisting Jim Ryan in pouring wine for all the attendees was definitely one of the highlights of my evening, as I got to learn about why certain wines pair well with certain cheeses, and socialize with the guests. Continued on Page 21

PFC intern Emily Seferovich (left) with PFC Vice Presidents Joanie Webster (Anco Fine Cheese) and Bill Rudolph (Rudolph Foodservice Associates) and interns Katherine Hypes and Valerie Roberson.

Valerie Roberson – By VALERIE ROBERSON San Jose State Bill Rudolph has increased my awareness on the many career possibilities that the food industry has to offer. They have been positively overwhelming and exciting for me to explore. I’ve enjoyed participating in the Perishable Food Council, and now as San Jose State’s Student Liaison, I am proud to have the honor of showcasing such an amazing internship to my peers to become part of, plus the many additional excitements that come along with it. The PFC’s Winter Gala and the Fancy Food Show were my top two events of this winter. I felt overjoyed with the spoils of great company and

20 Perishable Foods Connection, Second Quarter 2012

delicious food. Indulging in food from all over the world and seeing innovative approaches to creating new products was a thrilling delight. Networking with peers, building new relationships and strengthening old were a few of the many splendors I had the privilege of doing during this wonderful weekend. These experiences will be everlasting college memories that I am appreciative to have received thanks to Mr. Rudolph. I am excited for the future and the many opportunities that will come with it. Thank you for your encouragement and guidance Mr. Rudolph, you have opened my eyes and increased my passion for this industry and with that said I am forever grateful.

Emily Seferovich – By EMILY SEFEROVICH UC Davis I was a mere college freshman when I was forwarded an email from the UC Davis Chemistry department about an opportunity in the food industry. Desperate for an internship to interest future employers (because that’s what most of us college kids are trying to do nowadays), I had absolutely no idea that I was literally taking leaps and bounds towards an experience that would drastically impact the direction I would take professionally. As a finale to the internship, our internship director Mr. Bill Rudolph generously invited several of us to The Perishable Foods Council’s Winter Gala, and of course the Fancy Food Show. To say that both events were overwhelmingly delightful would quite

honestly be an understatement. Not only did we get to experience the most delicious food and drink offered on the market, we also had the privilege to meet face to face with the people behind it all – matter of fact, I rocked out on the dance floor with several of them. When it comes down to it, the most valuable experiences in life are the ones that enforce or effect change in one’s passions, and for me, this internship has done both. I’ve met some truly amazing people, seen the welcoming nature of the food industry in it’s purest form, witnessed compassion and professionalism to an extent to which I did not expect possible, and most of all, I’ve seen people in love with their careers. Cheers to that. I look forward to doing business with them.

PFC Intern Program Spring 2012 Schedule March 20 – Mama Rosa’s, Pleasanton March 27 – Tony’s Fine Foods Sacramento April 3 – Nugget Markets, West Sacramento April 10 – Safeway Supply Divisions (R & D), Walnut Creek April 17 – Taylor Farms, Tracy April 24 – National Food Labs, Livermore May 1 – Foster Farms Dairy, Modesto May 8 – Marin French Cheese, Petaluma May 15 – Acosta Food Broker, Pleasanton May 22– Concannon Winery (Final lunch), Livermore

Katherine Hypes – Continued from Page 20 The dinner part of the evening was equally impressive. Being able to sit down to a delicious dinner with people you would normally not have the privilege and pleasure of meeting with in such a setting was truly unique and memorable. After savoring every bite of my dinner and dessert(s) (Mr. Ryan might have assisted in hijacking a second piece of cake), I was dragged to the dance floor against my will by one of the other interns. Eventually our whole table was dancing to songs that came out before I was even born and I enjoyed every second of it. The following morning we strategically opted to skip breakfast before attending the Fancy Foods Show. The moment I walked through the doors and saw country banners hanging from the ceiling of the giant Moscone Center South Hall I felt like a kid being unleashed inside a candy store. My favorite part of it all (aside from the samples) was conversing with people

about their role within the food industry. Everyone I talked with seemed truly happy and content with what business they were in or what they were trying to pursue. My appreciation for food was heightened and my excitement to pursue a career in the industry skyrocketed. The weekend in San Francisco could not have been a more perfect way to round out our internship experience with the PFC. To Mr. Rudolph, I am incredibly grateful for the mentorship you provided and charisma you exuded to us. Your generosity and fervor for what you do are inspiring and I cannot thank you enough for the opportunities you provided by allowing us to join you for the weekend in San Francisco. After exchanging goodbyes with Mr. Rudolph and the other interns I had spent the weekend with, I soon realized that even though the actual internship was over, the new relationships I formed with these people and my involvement with the food industry were only just beginning.


Thank You Berkeley Bowl for Being a Great Independent!


Perishable Foods Connection, Second Quarter 2012


Nutrition News

Which cooking oil is the best choice?

By ERIKA COSTANZO Nutritonist Like my article in the last issue on the many types of yogurt in the grocery store these days, when it comes to choosing a cooking oil, you may be just as confused and wondering what the differences are. The most common options include olive, canola, vegetable, safflower, sunflower, peanut, sesame, palm kernel, and coconut, with other obscure oils available in some stores, such as avocado, grape seed, and fish. Among these are multiple sub categories. For example, olive oils come in virgin, extra virgin, expeller pressed, or light. If one has never been told which oil to use for which purpose many questions may arise and some avoid using cooking oils altogether because of a lack of knowledge. I will break it down and give a general understanding of the many types of cooking oils. The three main considerations when buying cooking oil are health of fats, smoke point, and flavor. First, let’s look at the different types of fats that oils contain. All fats contain the same number of calories, nine per gram, and fall into one of two categories: saturated (saturated and trans) and unsaturated (monounsaturated, polyunsaturated, Omega-3 fatty acids, and Omega-6 fatty acids). Saturated fats are generally found only in animal fats, with the exceptions of coconut, palm, and palm kernel vegetable oils. Saturated fats are solid at room temperature, as in coconut oil and butter, and they can raise cholesterol levels and clog arteries. Saturated fats should make up less than ten percent of your daily calorie intake. Trans fats, a type of chemically altered saturated fats, should be avoided completely. Most cooking oils are comprised mainly of unsaturated fats, which are liquid at room temperature. Unsaturated fats help improve cholesterol levels as long as your intake of saturated fats is kept in check. Canola oil is touted for being the highest in the polyunsaturated fat Omega-3 and olive oil is high in monounsaturated fat. That is why these two oils are so popular in healthy cooking. Smoke point is the temperature at which oils begin to smoke, producing toxins and free radicals. Different oils have different smoke points, and therefore different uses in the kitchen. Oils with higher smoke points should be used for frying and sautéing, such as canola, peanut, sesame, avocado, and palm kernel. Oils with any smoke point can be used for baking, dips, sauces, and dressings. Many oils add distinct flavors to foods, such as olive oil, peanut oil, and coconut oil. You probably wouldn’t want to make pancakes in olive oil, so remember to consider flavor when cooking with oil. Oils with mild flavors, such as canola oil, can be used without this consideration.

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Additionally, you will see oils within one family, such as olive, that are sold in several varieties. Olive oil is produced as virgin or extra virgin. Extra virgin varieties have less acid and a fruitier flavor. Because of this, you may be able to use less. The term “light” on olive oil labels notes the color of the oil and less olive flavor, so be aware that you are not saving any calories there. Many oils come in cold-pressed and expeller-pressed varieties. Expeller pressing is a chemical-free way of extracting the oil from its source. Cold pressing is a form of expeller pressing used on delicate oils so as not to expose them to damaging heat during the process. Cooking oils that contain mostly unsaturated fats can go rancid quicker than saturated fat oils. Therefore they should be kept in dark bottles if possible and out of heat and direct light. Another description you may see on different oils is refined or unrefined. Unrefined oils, like unrefined grains, undergo less processing and more closely resemble their natural state. Because of this they are healthier. Unrefined oils may appear cloudy or contain sediment, but that is okay. They also have a shorter shelf life than refined oils. Unrefined oils have a stronger flavor than refined oils and should be used at lower temperatures. There are many considerations when choosing a cooking oil, but now that you know the facts you can purchase and cook with many different varieties with confidence.

Alouette adds bacon NEW HOLLAND, Pa. — Alouette Cheese has introduced a line of spreadable cheddar cheeses in sharp cheddar and bacon cheddar flavors. “Bacon is a top 10 food trend of the decade according to the Food Network, and cheddar is the world’s best selling cheese,” said Cristina Anton Villa, director of marketing for new products. “We are very enthusiastic to add two new cheddar flavors to a line-up that already includes Alouette garlic and herbs and Alouette savory vegetable soft spreadable cheese,” she said. The products come in a 6-ounce container for a suggested retail price of $4.99.

Ad index Alouette Cheese.............. 7 Arla Foods....................... 19 Cabot Cheese.................. 25 CSW Brokerage ............. 13 eXtreme Marketing......... 30 Genova............................ 23 G.L. Mezzetta ................... 6 Gourmet Demo .............. 30

Hoffy/Square H............... 27 Hudson Distributing........ 31 IDDBA ............................. 5 Marin Cheese.................. 21 Sugar Bowl Bakery ...Cover Tony’s Fine Foods ............. 2 Trax Industrial................. 23 United Bakery................. 13

Happy (hic) birthday March 21 marked the birthday of one of the major figures of the American wine industry — Julio Gallo.With his brother Ernest, he started making wine after Prohibition

ended in humble surroundings — a rented California warehouse, with equipment bought on credit. Over the years, the brothers’ hard work saw their winery become the largest in the U.S., and their creative marketing techniques helped shape the nation’s drinking

tastes. Now, Americans buy $18.5 billion of wine annually. California vintners produce about 90 percent of the domestic wine sold in the U.S. Overall, Americans consume an average of 2-1/2 gallons of wine annually.

Manufactures of Supreme Brand Ravioli, tortellini, gnocchi, sauces, and frozen food service items, including polpette meatballs, lasagna, polenta with mushroom sauce, meet and cheese lasagna, eggplant parmigiana, tortellini with pesto sauce.

Fresh, Authentic

Locally Made 925-938-1590 Walnut creek, cA co-sales company 925-973-6106 (Walker Millner)

Perishable Foods Connection, Second Quarter 2012


Natural Products Expo West

Record crowd on hand More than 60,000 industry members and more than 2,000 exhibiting companies filled more than 1 million net square feet at the Anaheim Convention Center March 8 – 11 for the Natural Products Expo West, which is the largest show in the 32-year history of the event. “The number of new exhibiting companies and products launched at Expo West demonstrates the strength of our industry and the level of confidence in the growth of natural, organic and healthy lifestyle products,” said Adam Andersen, show director. Robust industry discussions revolved around the U.S. and EU organic equivalency, the non-GMO movement through support of the Just Label It campaign, and recent developments in the FDA’s NDI Guidance. Retail Buyer attendance at Expo West grew 13%. Nutrition Business Journal data indicates industry growth of 8% over 2010 reaching annual sales of $127 billion in the U.S.

Mike Repetto and Tim Kelly of Tony’s Fine Foods in Sacramento.

Alisa Malone, Staffan Juelsson and Linda Deagon-Brown, all of Atalanta Corp.

Aaron Webb of Raley’s.

Lenny Rice Moonsammy of Bellwether Farms in Valley Ford.

Ben Gregersen and Pamela Watts, both of Sierra Nevada Cheese Co. of Willows.

24 Perishable Foods Connection, Second Quarter 2012

Fancy Food Show

Largest Winter event in history in 2012 The Winter Fancy Food Show held in San Francisco in January broke records. Attendance was the highest in the show’s 37-year history, and the sold-out exhibit space was the largest to date in San Francisco, the show’s longtime West Coast home. The three-day event at Moscone Center, which ended Jan. 17, is the largest marketplace devoted exclusively to specialty foods and beverages on the West Coast. It is owned and operated by the National Association for the Specialty Food Trade (NASFT). According to preliminary figures, more than 18,000 buyers attended the show. This year’s attendees reflected a new mix of decision makers from the top names in retail and foodservice including more buyers from supermarkets, mass merchants and natural and organic retailers. Buyers represented industry mainstays such as Whole Foods Market, Trader Joe’s, Central Market and A Southern Season and new participants including Sodexo Senior Living, Wynn Las Vegas and The California Parks Company. The show covered 206,000 sq. ft. of exhibit space, up from 196,000 sq. ft. in 2011. To accommodate demand from exhibitors, NASFT added additional space that allowed 60 more specialty food makers to present their products alongside a popular exhibit of 30 emerging food entrepreneurs called New Brands on the Shelf. In all, the exhibit halls were filled with some 80,000 specialty products from 1,300 food artisans, importers and entrepreneurs representing more than 35 countries and regions. The show reflected a hunger for learning about the business of specialty food. With more than 20 seminars, tastings and tours, participation was up 10 percent. The NASFT’s signature “StartUp” series for industry newcomers sold out, as did tasting sessions for cheese and olive oil led by experts. Also, the NASFT facilitated 1,400 face-to-face meetings between buyers and manufacturers the day before the show in a customized match-making program a la speed dating, up 7 percent from last year. “The numbers are strong, and so is the spirit of innovation and creativity that are the foundations of the specialty food industry,” says NASFT president Ann Daw. “Our industry is showing renewed vigor.” A panel of trend spotters combed the exhibit halls to identify the top five food trends for 2012: pickling, drinks made from nuts, seeds and grains, coconut, and ancient grains. Other trends noticed include savory sweets, mindful snacks such as bean chips and seaweed, cocktail mix makeovers, new takes on chai and fig. Fancy Food Show exhibitors have a long tradition of giving back. At the end of the show, exhibitors made a major food donation to Bay Area food pantries and soup kitchens in partnership with Feed the Hungry, an anti-hunger organization. More than 150 volunteers gathered enough specialty chocolate, cheese, olive oil, meats, snacks and confections to fill more than three tractor trailers and supply meals to 5,000 individuals in need. The NASFT presents two Fancy Food Shows each year. The 58th Summer Fancy Food Show will be held June 17-19, 2012,

at the Walter E. Washington Convention Center in Washington, D.C. The Winter Show returns to Moscone Center Jan. 20-22, 2013. The NASFT is celebrating its 60th anniversary this year. Based in New York City, is a not-for-profit trade association established in 1952 that fosters trade, commerce and interest in the specialty food trade. For information about the NASFT and its Fancy Food Shows, go to

The Farm Families of Cabot

thank Berkeley Bowl for their continued support




mpiOn RLD Cha 2012 WO Ontest Cheese C









CAPRI MARKETING | Joe Sanchez and Dolores Piper | PHONE: 650.638.0162 | E-MAIL:

Find more online: Perishable Foods ConneCtion, Second Quarter 2012


Nutrition News

Cheese report available from IDDBA

Sophisticated cheese flavors and varieties continue to develop along with the United States’ collective palette, according to What’s in Store 2012, the annual trends report from the International Dairy-Deli-Bakery Association™ (IDDBA). Cheese embodies many top culinary trends, including local/farm/estatebranded ingredients, ethnic flavor interest, emphasis on children’s nutrition, and simplicity. Bolder flavors are the hottest cheese trend as consumers venture beyond younger-aged cheeses to more robustly aged and more flavorful ingredient-filled cheeses. Artisan cheeses are now flavored quite diversely, with inclusions like truffle, chipotle, wasabi, horseradish, cocoa, saffron, apricot, pear, and bacon, to name a few. Washed-rind and cave-aged cheeses are also popular. Some retailers now even do their own cheese aging. The top three fastest growing natural cheeses at retail are Manchego, Gruyére, and Gouda. Restaurants are offering more cheese varieties on menus for appetizers, to accent entrees, and for dessert. The cheese course has been showing up on gastro pub menus and restaurants. Middle-aged-toyounger consumers are more likely to eat cheese for dessert. Specialty cheeses on burgers and pizza have become more common place, and grilled cheese has climbed the social ladder from American cheese between slices of white bread to Manchego cheese and Serrano ham on a panini. Artisan cheese ranked 20th in the National Restaurant Association’s What’s Hot in 2011 chef survey. In the “other food items/ingredients” category, artisan cheese is the top trend, followed by ethnic cheeses, such as Queso Fresco, Paneer, and Halloumi. Hispanic cheeses continue to drive sales. As the Hispanic population rises in the United States, so does demand. At the same time, consumers use these cheeses as they try to recreate dishes at home that they tried in popular Latin American and Mexican-style restaurants. With interest in the Mediterranean diet and the growth of Greek yogurt, Feta cheese is more popular.

Households in the highest income category, $100,000+, index the highest for more flavorful cheeses. Larger households tend to purchase the most Cheddar cheese. Two-member households are the most likely to purchase cheese from the deli. Also most likely were families with household incomes greater than $75,000, those with no children under the age of 18, and White or Hispanic consumers. According to Nielsen Perishables Group, almost 70 percent of U.S. households make service deli cheese purchases. Shoppers average roughly 15 trips to the in-store deli annually. Deli cheese accounts for 19.8 percent of deli department dollar sales. In the 52 weeks ending September 22, 2011, specialty cheese accounts for 64 percent of this category, (7.4 percent growth), service cheese, 30.2 percent (4.9 percent growth) and 5.9 percent (7.7 percent growth) from pre-sliced cheese. Grocery stores had the largest share of total cheese volume sales at 63.8 percent

in 2010, though volume growth decreased 1.9 percent from the year before according to SymphonyIRI Group Panel Data reported by Wisconsin Milk Marketing Board. U.S. cheese demand has significantly slowed in recent years, averaging 2.2 percent growth for the last decade, down from 4.7 percent growth in the 1980s and 3.3 percent annual growth in the 1990s. What’s in Store 2012 is a 200+ page trends report that details consumer and industry trends affecting the dairy case, cheese case, bakery, deli, and foodservice supermarket departments. The full report is available from IDDBA. The cost is $99 for IDDBA members and $399 for non-members, plus shipping and handling. Along with the book, readers have access to What’s in Store Online, featuring more than 50 quarterly-updated, downloadable, color sales tables with random-weight (PLU), UPC, and system 2-coded data.

Past Presidents 1963, Howard Gravelle 1964, Tom Wolf 1965, Art Baizer 1966, Rueben Reimche 1967, Romey Paulucci 1968, Leonard Erkkila 1969, Howard Gotelli 1970, Paul Miller 1971, Lloyd DeMartini 1972, Bill Stuve 1973, Joe Rickards 1974, Joe Sanchez 1975, David Freedheim 1976, Tony Scafine 1977, Jerry Boitano 1978, Bill Meck 1979, Larry Woolf

26 Perishable Foods Connection, Second Quarter 2012

1980, George Mullin 1981, Gene Matisoff 1982, Dan Erwin 1983, Alex Kennett 1984, Ralph Salvemini 1985-86, Sue Johnstone 1987-88, Ed Cambra 1989-90, Leslie Ward 1991-92, Carl Cerruti 1993-94, Tina Alo 1995-96, Pete Rocha 1997-98, Jeff Strah 1999-2000, Rod Ramsey 2001-02, Mike Levy 2003-04, Rollie Swingle 2005-06, Janet DeAngelis 2007-09, Terri Foster

Perishable Foods Connection, Second Quarter 2012


Time Management

‘I don’t have time’ ... is a lie

By JIM BAIN You have heard people say this over and over again, “I don’t have time.” The fact is that we all have the same number of hours in each day and we choose what to do with those hours. We choose whether to stay in bed, get up and go to work, or show up at our exercise class. We choose whether to write a letter to our mothers, take out the trash, clean the garage or paint the house. We choose what kind of work we want to do, where we want to live, who we want to live with, what hobbies we like to pursue. Our lives are a collection of our choices. Ben Franklin said, “time is the stuff of which life is made.” If that is true, it means that time management is no more than selfmanagement. As a result of the economic collapse of 2008, there are fewer people doing more work. There is more competition, which means more proposals, more sales calls, and more projects to be done by fewer people. In short, many of those who still have jobs are overwhelmed by the sheer volume of things they are expected to do. Since very few of us can “do it all,” we had better find some ways to make better choices. While there are a lot of good habits that you can develop to better manage your time, it’s best to pick a few to get started. Master those and then move on to another group. Start with these simple ideas to make your life a little easier. Remember, they are simple ideas, not necessarily easy. They will require selfdiscipline just as developing any good habit does. 1. Develop a set of goals and write them down. Consider short-term goals and long-term goals. Consider establishing goals that will help you balance these eight important areas of your life: Professional, Social, Spiritual, Financial, Recreational, Family, Intellectual and Physical. If that’s too many, use the YMCA model of Mind, Body and Spirit. Either way, you should be thinking in terms of life balance. 2. Analyze where you spend your time now. Develop a simple time log where you will record what you are doing over the course of two weeks. You can use the same categories from step one if you like or you can create some others. The important thing is to get an accurate picture of how you spend your time now. Where you spend your time is a direct reflection of your

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priorities. Are you spending your time on the things that will help you achieve your goals? 3. Plan your day and schedule your day, again in writing. What is the difference? Planning is deciding, in advance, what you will do in a given day, week, or month. Scheduling is determining when you will do it. Too many people begin their day or their week with no real idea of exactly what they want to accomplish and when. Writing it down has two great benefits. First, it creates a sense of urgency in your subconscious. Because you’ve written it down, you believe that you need to get it done. Second, it gives you a chance to pat yourself on the back when you cross it off the list. Are the things you are putting in your plan and schedule contributing to reaching your goals? If so, great. If not, you may want to consider eliminating them from your list. 4. Make the most of slow time. There are at least two categories of slow time. The first is when you are not at your peak performance level. Maybe this occurs right after lunch or maybe you’re just not a morning person. Schedule easier tasks for these times. These are good times to respond to e-mails, sort through your mail, and return phone calls. The really tough projects need to be scheduled when you are at your peak. The second category of slow time includes waiting time. Waiting for a doctor’s appointment or commuting on the train are examples. Always have something to do; have trade journals to read, expense reports to complete or reports to review. Think of all the little, but important things you can get done during this slow time. An interesting side benefit is that all of a sudden, it seems as if you never have to wait for a doctor or dentist. When you have something to do, they always seem to be running on time. 5. Create and maintain a controlled sense of urgency. Orchestra leaders, football quarterbacks and airline pilots all have it. They aren’t in a hurry but they are committed to everyone starting and stopping at the right time. There is a sense of urgency that everyone must buy into. The people with whom you work and play will sense it and take their lead from you ... someone who is in control of your time and in control of your life. These are old rules but they apply to today’s new game. Doing more with less is not only possible, it’s required in today’s economy. As we learn to make better choices with our time, we achieve more control over our lives. We can better balance our work time, our play time, and our rest time. We can relieve pressure and stress and maybe even go home from work on time. You have time to do the things you choose to do. “I don’t have time” is a lie! (Note: James S. Bain, MBA, is an author, speaker, consultant, and coach. He is the founder of the Falcon Performance Institute, a consulting and corporate training firm focused on productive performance. He has been a featured speaker at numerous regional and national conventions. Look for Jim’s soon to be published book, “Never Pass on a Chance to P-A Roadmap to Success.” To find out more about the Falcon Performance Institute, visit or call 352-8544015.)

Save the Date

August 27, 2012 Hole 9 “Merlot�

Please join us at beautiful Poppy Ridge Golf Course for our annual golf tournament. You will not want to miss out on this unforgettable and fun event, mark your calendars today. Visit us at to reserve your spot.

Calendar April 6-14 – Passover. 8 – Easter Sunday. 14-18 – American Bakery Conference, Scottsdale, Ariz. Information: 17 – Mike Hudson Distributing Food Show, Sonoma County Fairgrounds, Santa Rosa. Information: 707-7637388. 21-25 – WAFC Convention, JW Marriott Desert Ridge, Phoenix. Information: 30-May 3 – FMI 2012, Dallas. Information: May 3-6 – California Cheese & Butter Association Convention, UCLA Lake Arrowhead Conference Center. Information: 5 – Cinco de Mayo. 6 – CIGA’s Sonoma Golf Tournament, Oakmont GC, Santa Rosa. Information: 10 – Illuminator’s Exclusive Dinner with Smart & Final at the Summit House. Information: 714-292-7892. 11-12 – Tortilla Industry Association Technical Conference, Disney’s Grand Californian, Anaheim. Information: 13 – Mother’s Day. 28 – Memorial Day. June 5 – Tony’s Fine Foods Show, Sacramento. Information:

6 – CIGA’s 53rd Sonoma Golf Tournament, Oakmont GC, Santa Rosa. Information: 10-12 – IDDBA Expo, New Orleans. Information: 17 – Father’s Day. 17-19 – Summer Fancy Food Show, Washington, D.C. Information: 20-21 – Unified Grocers Expo, Long Beach Convention Center. Information: July 4 – Independence Day. 27-29 – Produce Marketing Association Foodservice Conference & Expo, Monterey. Information: August 12-14 – Expo Comida Latina, Anaheim Convention Center. Information: 2 – PFC Golf Tournament, Poppy Hills GC, Livermore. Information: September 3 – Labor Day. 9-11 – RBA’s All Things Baking, Brown Convention Center, Houston. 10-11 – Tortilla Industry Association Convention & Expo, Caesar’s Palace, Las Vegas. Information: 11-12 – NLS Food Evolution Summit, JW Marriott Desert Springs Resort & Spa, Palm Desert. Information: 416-366-0001. 16 – Mexican Independence Day.

30 Perishable Foods Connection, Second Quarter 2012

17 – Rosh Hashanah. 19-22 – Natural Products Expo East, Baltimore. Information: 303-998-9528. 21-23 – 44th DDBC National Seminar, Bacara Resort & Spa, Santa Barbara. Information: 562-947-7016. 26 – Yom Kippur. October 12-15 – Produce Marketing Association Fresh Summit International Convention & Expo, Anaheim. Information: 13 – City of Hope Harvest Ball, Century Plaza Hotel. Information: 213202-5735 x 26285. November 1 – PFC Presidents’ Dinner, site TBA. Information: 11 – Veterans Day. 11-13 – Private Label Trade Show, Rosemont Convention Center, Chicago. Information: 212-972-3131. 22 – Thanksgiving Day. December 9 – Hanukkah. 25 – Christmas Day. 2013 January 1 – New Year’s Day. 20-22 – Winter Fancy Food Show, San Francisco. Information: 21 – Martin Luther King Day. 26 – PFC Winter Gala, Silverado Resort & Spa, Napa. information: February 18 – Presidents Day. •

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Perishable Foods Connection  

Issue 2 - 2012