reichel foods 2009/2010 program
DESCRIPTION
Reichel Foods 2009/2010 Program. Biography. Reichel Foods, Inc. Established in 1997 Sells Dippin’ Stix in North America Employ 150 people in Rochester, Minnesota. Overview. Reichel Foods, Inc. is a leading fresh cut produce processor committed to: Quality Food Safety – SQF 2000 Certified - PowerPoint PPT PresentationTRANSCRIPT
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Reichel Foods 2009/2010 Program
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Biography
• Reichel Foods, Inc.– Established in 1997– Sells Dippin’ Stix in North America – Employ 150 people in Rochester, Minnesota
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Overview
• Reichel Foods, Inc. is a leading fresh cut produce processor committed to:– Quality– Food Safety – SQF 2000 Certified– Customer service
• For over 12 years, the company has been a snacking category leader providing top quality, value-added, fresh-cut healthy snacks.
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Products
• Dippin’ Stix products are best known for extended shelf life accomplished through:– Unique sustainable packaging– Strict quality standards– Technology– Innovation
• Our most popular products:– Apples & Caramel Dip– Carrots & Ranch Dip
• Must be kept refrigerated
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Customer Service
• Reichel Foods provides exceptional customer service designed to deliver satisfaction with every customer contact.
• Although our products are exempt from COOL (Country of Origin Labeling) regulations, we’ve been proactive in labeling our products to aid our customers and consumers.
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The American Diet
• According to studies done by the Centers for Disease Control “the American diet is not in balance.” Americans are not eating enough fruits and vegetables.1
• To combat this the CDC has launched a massive media campaign in partnership with the USDA’s Food Pyramid to get people consuming the right foods in the right quantities.
• Studies show that 63% of all consumers are actively trying to replace high calorie snacks with Healthier options.2
1 – CDC Website 2008
2 – FRESH CUT, January 2008
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National Trends
• Brown Bagging it for lunch is at an all time high since 2001.1 Adults 18 and older consumed 8.5 billion brown bag lunches in 2007.
• 12% of lunchtime opportunities are brought from home.2
• Snacking is forecasted to increase 18.5% by 20185
• 21% of all meals are snacks5
• Fresh Cut purchases are up $5 Billion since 2001 driving the majority of the growth in the category.3
• 25 – 35 year olds are the heaviest demographic of fresh cut fruits and vegetables.4
1 – NPD Group, Port Washington, NY 3 – FRESH CUT, January 2008 5 – Progressive Grocer 8-31-09
2 – Brandweek.com Sept. 2008 4 – AC Nielsen: 2007 estimated
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Consumer Needs/Categories
• Today’s American consumer is looking for snack foods with 5 characteristics:– Taste fresh and good– Healthy/Nutritious– Convenient/Portable– Appeals to entire family– Priced right
• Dippin’ Stix are uniquely suited to meet all these needs.– Grab and Go section
Growing category: Sliced apple sales were up 42% last year.
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Single Serve Dippin’ Stix
• Dippin’ Stix single serve products are the perfect convenient healthy snack alternative.
• The longest shelf life in the industry for reduced shrink and increase profit in your department.
• Unique eye catching packaging to draw the consumer to purchases in the produce department.
• Priced right to allow 2/$3.00 everyday and 10/$10 promotional pricing at attractive margins.
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Maximize Choices
• Each SKU takes up only 3” of shelf space!• 15” of shelf space is all it takes to face out our core 5 flavors!• Offer your customers more choices in less space with Dippin’
Stix. Mix and Match• Each package stands upright.• Merchandising tray pack available.
15”
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Dippin’ Stix Party Trays Multiple Serve Dippin’ Stix
• Dippin’ Stix multiple serve products are a convenient healthy way to feed large groups.
• Multiple Serve packages maintain the benefit of the longest shelf life of any like product in the category!
• Perfect item for everyday distribution or in and out displays.• Ideal choice for everything from summer picnics to formal
Christmas dinners.
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• PO’s are due on Friday. Product is delivered the second week following (10-13 days lead-time).
• Reichel Foods sells Dippin’ Stix in North America.
• FOB Available in Rochester, MN
Lead-time when sourcing Direct
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Suggested Distribution Rank2.75oz Dippin’ Stix
1. Apples w/Caramel – low fat– 100 Calories
2. Carrots w/Ranch Dip3. Apples w/Caramel & Nuts4. Apples w/Yogurt Fruit Dip
– low fat– 90 calories
5. Apples w/Peanut Butter6. Dill Pickle w/Bacon Ranch Dip
– 90 Calories
7. Carrots w/Lite Ranch– 80 Calories
*Dippin’ Stix are not Kosher
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What is New?
• Hummus – Available Fall 2009– Single Serve– Party Trays
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Our Advantage
• The Dippin’ Stix Advantage:– Longest shelf life: Dippin’ Stix offer the longest shelf life in the
industry therefore reducing shrink and generating more profit than any other competitor.
– Price Point:• Everyday pricing is around 2/$3.00, very impulsive and a value
price point. 50% of decisions are made at point of purchase.
• Able to promote at 10/$10 and still make good margins.
– Reichel Foods is SQF2000 certified and our plant is inspected by the USDA and the FDA
– Sustainable packaging – only two pieces of packaging material
• 50% of purchasing decisions are made at the point of purchase
• 44% of respondents identified excessive packaging as a major concern
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Next Steps
• Evaluate which products make sense for your locations:– 7 Single Serve choices– 4 New Single Serve choices– 3 Party Tray choices– 2 - 4lb. Apple choices
• Set up items in system and develop planogram• Execute in-store distribution • Determine merchandising plan• Grow Produce Category Sales!