Intro to FreshSource
- 1. YOUR PRODUCE PARTNERS, WE ARE HERE TO BUILD YOUR SALES!
- 2. OVERVIEW • About FreshSource • Our Retail Sales & Merchandising Structure • Our Account & Brand Management Structure • Our Key Client List • FreshSource Successes • Merchandising Efforts
- 3. ABOUTFRESHSOURCE Our History FreshSource is a premier West Coast Brokerage company that developed its start due to the demand of our clients. Because FreshSource was personally requested to handle client business directly from selling, to merchandising, and promoting, FreshSource became a very competitive broker overnight. President and Owner of FreshSource, Robert Thompson, started with Foxy, now owned by Taylor Farms, over 10 years ago. Robert managed the business like a regional manager, hiring and managing the broker in the market. Not able to find a brokerage company that fully complemented all of the skills and drive, for which Robert was looking, he found this to be the optimum opportunity to start his very own full service brokerage company, FreshSource. Starting from the ground up, Robert was looking to add some driven industry professionals with his same fire and hunger to promote items. In the fall of 2013, Robert joined forces with Shawn Dagen to launch FreshSource North in Northern California. With 11 plus years in the produce brokerage business and 20+ years of sales management, Shawn has put together a team of talented individuals that are breaking new grounds in Northern California and beyond.
- 4. ABOUTFRESHSOURCE Our Mission Our Commitment FreshSource is committed to building client relationships, instituting honest and prudent business principles that strengthen retail and consumer confidence. Our goal is to provide the highest quality of sales, merchandising and retail support possible and to deliver the most innovative and exciting products from around the globe. Our drive is to help our clients make distinctive, lasting, and substantial bonds with the retailers and consumers, with the goal of building a great brokerage that attracts, excites, and retains exceptional people. We understand the daunting task of capturing the attention and imagination of an ever evolving consumer in today’s competitive market. FreshSource is committed to building your sales, delivering key services, ensuring goals are reached and objectives met. If you’re seeking to net sustainable and consistent results please contact us to further discuss your company’s future sales, retail support and merchandising needs. We look forward to building a strong partnership with you and your company.
- 6. BRAND&ACCOUNTMANAGEMENTSTRUCTURE Brand & Account Management Structure: RFT FreshSource Robert Thompson President & Owner Brand Management Simply Fresh Fruit, Del Monte Fresh, Crispy Greens, Amport Foods, Taylor Farms, Hollandia, Foxy, Suja, Sonora Commodity Sales Account Management Superior Grocers, LA Produce Market, Cardenas, Jetro, Smart & Final, Ralphs/FFL, Vons Dave Juarez Director of Merchandising Account Management Ralphs, Food 4 Less, Vallartas, DSO Military Commissaries Brand Management Bolthouse Retail Merchandising Partners Top Gun Tony Rosella Jeff Watson Field Merchandisers: 13 total full time personnel Shannon Dambach Director of Sales Brand Management Taylor Farms, Tasti-Lee, Energy Fruits, Torn & Glasser, NatureSweet, North Shore Living Herbs Account Management Albertsons, Stater Bros, Sprouts, ReadyPac Specialties, Whole Foods, Winco Natalie J. Machado Manager of Marketing & Sales Account Management Bristol Farms, Gelsons, Jons Market, Fresh & Easy, FamilyTree, Northgate Markets Brand Management Bing Beverage, Almond Brothers, Gourmet Gardens, Sonora Marketing Partners The Aspire Company: Isaac La Buguen Nader Borooshan Lead Retail Field Manager Responsibilities/Duties Product Resets, Schematic Integrity, Field Work Display, Area Ops Specialist, Upselling for Promotions Athena Thompson Merchandiser Responsibilities/Duties Product Resets, Schematic Integrity, Upselling for Promotions Cobie Ahlstrom Merchandiser Responsibilities/Duties Product Resets, Schematic Integrity, Upselling for Promotions Patrick Juarez Merchandiser Responsibilities/Duties Product Resets, Schematic Integrity, Upselling for Promotions
- 7. BRAND&ACCOUNTMANAGEMENTSTRUCTURE Brand & Account Management Structure: FreshSource North Shawn Dagen President Northern Division Brand Management Taylor Farms, Foxy Grains, Bing Beverage, North Shore Living Herbs Account Management All Northern California Grocery Chains and Independents Paige Cecil Administrative Assistant Responsibilities/Duties Administrative Management, directory maintenance, logistics, coordinating between departments Dave Haubert Sales & Merchandising Representative Responsibilities/Duties Product Resets, Schematic Integrity, Field Work Display, Area Ops Specialist, Upselling for Promotions Manuel Juarez Merchandiser Responsibilities/Duties Product Resets, Schematic Integrity Tony Zagarella Merchandiser Responsibilities/Duties Product Resets, Schematic Integrity Jon Perez Merchandiser Responsibilities/Duties Product Resets, Schematic Integrity Cecilia Zeiher Merchandiser Responsibilities/Duties Product Resets, Schematic Integrity
- 8. FRESHSOURCE:CLIENTLIST Taylor Farms Green Giant Popeye Del Monte Gourmet Garden Bolthouse Simply Fresh Fruit Amport/Flagstone Foods Oscars Homemade Salsa North Shore Living Herbs Almond Brothers SUJA Viloe Aloe Water Crispy Greens NatureSweet Hollandia Produce Tasti-Lee Bing Beverage Delallo Foxy Grains San Luis Brands North Shore Living Herbs
- 9. Merchandiser #1 will cover: Greater Oregon Area Merchandiser #2 will cover: Spokane to Yakima Areas and one day out of the week cover Portland Area Merchandiser #3 will cover: Seattle to Vancouver Boarder PACIFICNORTHWESTMAPPINGOFCOVERAGE Pacific Northwest Coverage: • FreshSource has hired on 3 more full-time merchandisers to cover the Pacific Northwest. • Will hire a 4th merchandiser, if business warrants. • Here is the breakdown, as follows: *All Pacific Northwest efforts will be reported directly to Dave Juarez: Director of Merchandising.
- 10. PACIFICNORTHWESTCLIENTLIST Taylor Farms Bing Beverage Green Giant Popeye Foxy Grain
- 11. FRESHSOURCESUCCESSES Taylor Farms: Green Giant & Popeye Spinach Distribution Superior- BEFORE • Superior 126 corona reset is complete. • 4ft of juice and 4ft of cut fruit was moved to the beginning of value added case. • Set 20ft of salad was set to new schematic followed by resetting 4ft salad dressing. Superior- AFTER • Launched Cut Veg Program in July, 2012 • 4 ft was added to the existing 4 ft. in each Vallarta location. Superior Grocers Vallartas Market Vallartas- BEFORE Vallartas- AFTER Superior Grocers
- 12. FRESHSOURCESUCCESSES Green Giant @ Albertsons • 16 skus of Taylor Farms product • Continuous management and merchandising of all 220 stores by the FreshSource Team • Ensuring maximum facings of all Taylor product throughout. Taylor Farms Chopped Salad Display GreenGiantCutVegDisplay Albertsons- BEFORE Albertsons- AFTER
- 13. TAYLORFARMS-SUPERIORAD Superior Grocers • Retail support and product recognition. • FreshSource is out in stores checking on schematic integrity, upselling our products. • During promotions and Ad breaks, we personally ensure all stores are stocked and product is looking sharp.
- 14. FRESHSOURCESUCCESSES Amport Foods @ Food 4 Less • Metro rack placement February 2011 • 218 stores set with metro racks in 3 weeks • Average sales increased 30% in first year • Sold in 4th QTR 10 for $10 Pallet Program Food 4 Less Metro Racks 10 for $10 Pallet Program Amport Foods @ Ralphs • Metro Rack placement February 2011 • 225 stores set with metro racks in 3 weeks • Average sales increased 30% in first year • Sold in 4TH QTR 10 for $10 Pallet Program Ralphs Metro Racks 10 for $10 Pallet Program
- 15. FRESHSOURCESUCCESSES Foxy @ Superior GrocersOscars Homemade Salsa @ Superior • Oscars Homemade Salsa joined the Fresh Source Team February 2013. • Successfully signed on Superior Grocers to carry 7 flavors of Oscars Homemade Salsa • Oscars Homemade Salsa successfully Rollout to all 41 stores in 1 DAY. Demos at Superior Grocers featuring Oscars Homemade Salsa & Prime Display Locations • Foxy Grain cut into all 40 Superior Grocers Locations in just 2 business days. • Utilizing prime locations for Foxy Grains racks to optimize viewing and sale potential. • Built secondary and pallet displays to help sell Foxy top selling items: Chia & Quinoa Featuring New FOXY Grain Product Large Pallet Displays Implemented: Due to success of product!
- 16. FRESHSOURCESUCCESSES Tasti-Lee @ Ralphs • FreshSource rolled out Tasti-Lee Tomatoes to all 250 Ralphs stores in 4 days time. • FreshSource verified all stores received product and shippers. Tasti-Lee Product & Shippers BING BEVERAGE @ BRISTOL FARMS 2 Bing Displays Placed in EVERY Bristol Farms: • Bing Beverage Blitz completed in 3 business days to 11 different Bristol Farms locations in Southern California. • Product was showcased and ready for 2 week promotion and in-store demos.
- 17. FRESHSOURCESUCCESSES AMPORT FOODS @ ALBERTSONS Custom Built Rack for Albertsons • Custom Rack Design • 109 stores complete in 2 weeks • 116 stores for “final wave” • Capture Holiday snack and baking sales • Capture special events and promotions • ie: Superbowl & Easter • Back to School Albertsons Secondary Display Project • FreshSource put together a Secondary Display Project to help FURTHER boost Amport Sales at Albertsons • Cross merchandising Amport Product, placing them in various locations throughout the store to optimize sales potential. • Some stores sold over $1,000 of Amport product in just 7 days, due to the success of secondary locations.
- 18. FRESHSOURCESUCCESSES North Shore Living Herbs Rollout @ Albertsons DURING AFTER BEFORE • FreshSource visited over 186 Albertsons locations in 3 weeks verifying push racks were installed, product was in and set to schematic, displayed and merchandised.
- 19. MERCHANDISINGEFFORTS Superior: Dellalo, Oscars Salsa, Foxy Grain, Bing Beverage FreshSource Merchandising Efforts: A Week At-a-Glance • Ralph's: 51 Stores Visited • Audited: Tasti-Lee and Amport Foods. • Food 4 Less: 11 Stores Visited • Audited: Amport Foods. • Albertsons: 21 Stores Visited • Audited: Green Giant, Taylor Farms Chopped Salads and Amport Foods. • Superior: 16 Stores Visited • Audited: Taylor Farms Salads, Commodities, Foxy Grain, Delallo, Oscars Homemade Salsa, My Fruity Faces, Bing Beverage • Bristol Farms: 4 Stores Visited • Audited: Bing Beverage Ralphs: Tasti-Lee & Amport Foods Albertsons: Taylor Farms, & Amport Foods