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FRESH

4 CATEGORY INSIGHTS™

F

Fresh is with opportunity. with opportunity. with opportunity.

ripe resh fruits and vegetables, fresh sandwiches and healthy snacks…these are foods Americans have been eating for years.

FRESH

2nd Quarter 2016 5

However, we now expect them to be

available as convenience and on-the-go

items, which is a shift in how we eat in

America. To keep pace with the times,

and with this growing Fresh category, up

9.3% over last year, your c-store needs

to “freshen up”!

The Fresh category is ripe with op-

portunity as 67% of Americans say con-

venience stores offer nutritious items, up

from only 30% in 2013. That’s a sizeable

increase and it highlights the changes

occurring in the convenience channel

that are related to your Fresh offering.

C-store customers are looking for better-

for-you snacking and meal replacement

options, and they expect your store to

satisfy those needs.

It’s also important to consider the

shift away from traditional meal times and

toward more frequent snacking. Custom-

ers are eating a wide variety of items

during all day parts and people now eat

more snacks than traditional meals! On-

the-go items such as meal replacement

drinks, prepared sandwiches, fruit and

other healthy snack items will help you to

capitalize on this trend.

Finally, it’s important to know your

Fresh customer, and Millennials are

leading the way! The younger genera-

tions such as Gen X, Y and Z now make

up the bulk of the population, and these

younger Americans are serious about

their healthy snacking. Be certain that

your Fresh offering is up to par and will

meet the high standards of your Millen-

nial customer.

Fresh is definitely a hot topic within

the convenience community and stores

are addressing the trend and imple-

menting changes at the retail level. In

fact, 62% of NACS members say that

produce is important to their business

plans, and 77% of respondents in a

recent NACS survey state that they sell

fresh fruits and vegetables. In the same

survey, 57% indicate they sell packaged

salads and 47% say they sell cut fruit

and vegetables. So as you can see, the

Fresh category is on a positive road –

you just have to get on board!

Fruits and Vegetables

To satisfy your customer’s Fresh

needs, it’s important to offer a variety of

fruits and vegetables. The Crisp Acres

program offers whole and cut produce

selections; whole fruit includes apples,

oranges, bananas, lemons and limes

while cut selections include fruit and

vegetable snack trays, snack cups and

salad bowls.

If you are new to the Fresh category,

keep in mind that it can take 30 to 90

days to get the necessary foot traffic

and repeat sales to make your Fresh set

profitable. However, your persistence and

patience will pay off as your sales and

turns increase and your store becomes a

Fresh destination. To begin, whole fruit is

a great way to introduce Fresh into your

store; from there, you can expand your

offering to cut fruits and vegetables as

demand increases.

The key to success for these items

– ...whole fruit is a

great way to introduce

Fresh into your store.


FRESH

will be proper handling and execution.

The Crisp Acres program includes prod-

uct handling guides as well as operations

guides to assist with increasing sales and

decreasing spoils. Contact your Eby-

Brown sales representative for further

details on the program.

Fresh Sandwiches

Sandwiches and wraps make up the

highest percentage of total dollar sales

for all prepared foods sold in a conve-

nience store and, therefore, it’s an area

where you want to get your offering just

right. Today’s convenience store consum-

ers are looking for fresh, flavorful and

better-quality sandwiches in your Fresh

offering. In fact, 7 out of 10 consumers

stated they wished they could find higher-

quality sandwich options at convenience

stores and 62% indicated they would be

willing to pay more for that higher-quality

sandwich.

To give consumers what they want

and increase sales, offer Wakefield

signature Deli Wedges and Sub sand-

wiches. They are made with high-quality

meats and cheeses on distinctive breads

and are guaranteed fresh, never frozen.

Unlike DSD sandwich programs,

Wakefield Sandwiches put you totally in

control. The product comes with your nor-

mal Eby-Brown order and includes a 14-

day shelf life on the product. Sandwiches

are sold by the each for ease of ordering,

and you can control the retail pricing and

margins.

Fresh Packs a Protein Punch

A continuing trend in the Fresh cat-

egory is the high-protein craze. Increased

protein consumption continues in all chan-

nels, and in convenience, snack cheese

and yogurt are both playing a big role.

Snack cheese is the fastest grow-

ing segment in better-for-you snacks at

21.8%, and these items offer high protein

satisfaction combined with ultimate porta-

bility. The leaders in this segment include

Kraft and Sargento.

Yogurt, another protein powerhouse, is

up 4.6% in convenience and has shown

the largest growth of any food category

between 2004 and 2014. Together,

Chobani and Yoplait make up 89% of the

total yogurt dollar share and should be the

focus of your offering.

Remember that most c-store yogurt

shoppers aren’t frequent yogurt users so

it’s important to offer the core flavors and

varieties. Also, yogurt is an unplanned pur-

chase 69% of the time in convenience so

having it visible and readily available is key

to ensuring sales. Consider merchandis-

ing yogurt with other breakfast items and

offer free spoons and napkins to support

immediate, on-the-go consumption.

– To give consumers what they want and increase

sales, offer Wakefield signature Deli Wedges and

Sub sandwiches. They are made with high-quality

meats and cheeses on distinctive breads and are

guaranteed fresh, never frozen.

2nd Quarter 2016 7

Finally, within your Fresh set,

premium juices and juice smoothies

help round out your total offering. With

growing health concerns about soft drink

consumption, RTD juices are gaining

market share. Juice smoothies, with the

various vegetable and fruit combinations,

offer appealing health benefits, and are

popular with younger consumers.

Along with juices, meal replacement

drinks are also on the rise with one in five

Americans consuming drinkable nutrition

products. The big opportunity for c-stores

in this segment is within the breakfast

day part, as it is currently underdevel-

oped. These drinkable beverages such as

Special K Protein are perfect for break-

fast because they offer a nutritious, filling

meal without all the calories. They’re also

portable and are a great on-the-go item.

Fresh Offerings

As part of the Fresh Offerings Pro-

gram, Eby-Brown understands that item

safety and freshness are paramount to

your success. For this reason, we will

ship in each units of measure on items

with a short shelf life to reduce waste at

retail and provide the freshest product

possible. We have one of the largest

and most sophisticated cold chain supply

solutions in the c-store industry to ensure

food safety. We comply with or exceed all

federal, state and local regulations regard-

ing the handling, storage and distribution

of food products. Our process includes

safeguards and checkpoints during prod-

uct receipt, storage and transportation to

your store.

We have a dedicated fleet of tri-temp

trailers to ensure product quality and

safety from our door to yours. Eby-Brown

has the infrastructure to support the safe

delivery of fresh products to your c-store

and help you to satisfy the on-the-go,

healthy eating requirements of your cus-

tomers.

Equipment

There are multiple pieces of refriger-

ated equipment available for purchase.

Contact your Eby-Brown sales representa-

tive for additional information.

Sources: nacsonline.com, “The Case for Fresh”; Con-venience Store News Market Research, 2014; Mintel; Convenience Store News Market Research, 2014, Technomic; csnews.com, “The Health of Conve-nience”; Technomic, Mintel, The Hartman Group, Inc.

– We have one of the largest and most sophisticated

cold chain supply solutions in the c-store industry

to ensure food safety.

FRESH

00 CATEGORY INSIGHTS™00 CATEGORY INSIGHTS™

2nd Quarter 2016 9

FRESH

Implement the Eby Brown recommended 2ft Fresh

planogram to maximize your category dollars.

ITEM # DESCRIPTION FACINGS TOP SHELF892885785337892877892596892604990010990028990044SECOND SHELF583245583237096040748962990416990408NEWTHIRD SHELF115741116277468751895128729558661074FOURTH SHELF047076094706094714961375961334FIFTH SHELF675884675892675926701367395277090837SIXTH SHELF675959985192675975675942675934BOTTOM SHELF949099949123949115628313628289628321628537510164510172525618

YOPLAIT STRAWBERRY 6 OZYOPLAIT ORIG PEACH 6 OZYOPLAIT FF BLBERRY 6 OZCHOBANI YOGURT BBRY 6 OZCHOBANI YOGURT STRW 6 OZSPECIAL K PSHAKE CHOCSPECIAL K PSHAKE FVANSPECIAL K PSHAKE STRW

REICHEL STX APL/CARMREICHEL STX CARROT/RCHKR STRING CHEESE 1 OZSARGENTO COL/JCK 1 OZKR CH CHS BIG STK 2 OZKR CLBY JK BIG STK 2 OZKRAFT BIG CHEESE PEPPERJACK

DOLE FRT BWL PEACH 7 OZDOLE FRT BWL TROP 7 OZDOLE FRT BOWL MAND 7 OZDOLE MXDFRT BCHRY GELKR CRACKR BARRL STK 1 OZCRYSTAL FARMS EGG 2 PK

OM L/FUN TURKEYOM LUNCH HAM & SWISSOM LUNCH TURKY & CHDROM P3STRKY CLBY ALM 2 OZOM P3 SHAM SCHD ALM 2 OZ

WSC TUNA SLD WHT WDGWSC CKN SLD WHEAT WDGWSC TKY CHS WHEAT WDGPS AT DELI TKY BCN CLBOH SNAP HOTTIE BITESVHOLTN HEARTY DILL

WSC OVN RSTD TRKY SUBWSC HAM/SW PRTL 6 INWSC ITALIAN SUBWSC AMER CLASSIC SUBWSC THE BIG STACK SUB

SIMPLY RASP LNMADE 11.5 OZSIMPLY LEMONADE 11.5 OZSIMPLY ORANGE 11.5 OZNAKED JCE MTYMNGO 8 PKNAKED JCE STRBAN 8 PKNAKED JCE GREEN 8 PKNAKED JCE BLUE 8 PKTROP PP 12Z ORGTROP PP 12Z HOMESTYLETROP PP 12Z APPLE

11111111

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2ft Fresh Planogram


FRESH

Implement the Eby Brown recommended 4ft Fresh planogram to

maximize your category dollars.

ITEM # DESCRIPTION FACINGS TOP SHELF892885785311785337892877892497892596892604893602990325664318663955

SECOND SHELF748954096040748962NEW990416990408729558661074395277501239090175090837

THIRD SHELF583245583237989491115741116277468751895128990895990887990879623488

FOURTH SHELF086918047076

YOPLAIT STRAWBERRY 6 OZYOPLAIT ORIG STRBAN 6 OZYOPLAIT ORIG PEACH 6 OZYOPLAIT FF BLBERRY 6 OZYOPLAIT GRK100 VN 5.3 OZCHOBANI YOGURT BBRY 6 OZCHOBANI YOGURT STRW 6 OZCHOBANI YOGURT PCH 6 OZCHOBANI YGRT BC 5.3 OZAPPLE RED DEL 12 CTORANGE 12 CT

SARGENTO STRNG CH 1 OZKR STRING CHEESE 1 OZSARGENTO COL/JCK 1 OZKRAFT BIG CHEESE PEPPERJACKKR CH CHS BIG STK 2 OZKR CLBY JK BIG STK 2 OZKR CRACKR BARRL STK 1OZCRYSTAL FARMS EGG 2 PKOH SNAP HOTTIE BITESOH SNAP DILLY BITESVHOLTN HOT PICKLEVHOLTN HEARTY DILL

REICHEL STX APL/CARMREICHEL STX CARROT/RCHMOTTS APPLE SAUCE PCHDOLE FRT BWL PEACH 7 OZDOLE FRT BWL TROP 7 OZDOLE FRT BOWL MAND 7 OZDOLE MXDFRT BCHRY GELSABRA RED PPR HMS W/PRETSABRA HUMMUS W/PRETSABRA GRLC HUM W/PRETBBEE TUNA SLD KIT 8.2 OZ

OM L/FUN PEPRNI PIZZAOM L/FUN TURKEY

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11

4ft Fresh PlanogramITEM # DESCRIPTION FACINGS 094961094706095752094714961375961334961326

FIFTH SHELF675884675892675926701367658948985192675959675975675942675934

SIXTH SHELF949099949123949065949073949115628289628313628321628537628297706085510164510172510180525618548685990010990028990044

OM L/FUN HAMOM LUNCH HAM & SWISSOM LUNCH HAM & CHEDDAROM LUNCH TURKY & CHDROM P3STRKY CLBY ALM 2 OZOM P3 SHAM SCHD ALM 2 OZOM P3 CHCK MCHD PNT 2 OZ

WSC TUNA SLD WHT WDGWSC CKN SLD WHEAT WDGWSC TKY CHS WHEAT WDGPS AT DELI TKY BCN CLBPS AT DELI CLD CT CMBWSC HAM/SW PRTL 6 INWSC OVN RSTD TRKY SUBWSC ITALIAN SUBWSC AMER CLASSIC SUBWSC THE BIG STACK SUB

SIMPLY RASP LNMADE 11.5 OZSIMPLY LEMONADE 11.5 OZSIMPLY CRANBERRY 11.5 OZSIMPLY ORG W/MANGO 11.5 OZSIMPLY ORANGE 11.5 OZNAKED JCE STRBAN 8 PKNAKED JCE MTYMNGO 8 PKNAKED JCE GREEN 8 PKNAKED JCE BLUE 8 PKNAKED JCE PROTN2ON 8 PKNAKED JCE RED MACHINETROP PP 12Z ORGTROP PP 12Z HOMESTYLETROP PP 12Z CALCIUMTROP PP 12Z APPLETROP PP 12Z CRANBERRYSPECIAL K PSHAKE CHOCSPECIAL K PSHAKE FVANSPECIAL K PSHAKE STRW

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2nd Quarter 2016 11

FRESH

4ft Fresh Planogram


FRESH

Implement the Eby Brown recommended 4ft Highly Perishable planogram to

maximize your category dollars.

ITEM # DESCRIPTION FACINGS TOP SHELF990895892885785311785337892877892596892604893602990325664318663955

SECOND SHELF989491748954096040748962NEW990416990408729558661074395277501239090837090175

THIRD SHELF711416994327994319115741468751682732682740994343994350711648

FOURTH SHELF685297685263

SABRA RED PPR HMS W/PRETYOPLAIT STRAWBERRY 6 OZYOPLAIT ORIG STRBAN 6 OZYOPLAIT ORIG PEACH 6 OZYOPLAIT FF BLBERRY 6 OZCHOBANI YOGURT BBRY 6 OZCHOBANI YOGURT STRW 6 OZCHOBANI YOGURT PCH 6 OZCHOBANI YGRT BC 5.3 OZAPPLE RED DEL 12 CTORANGE 12 CT

MOTTS APPLE SAUCE PCHSARGENTO STRNG CH 1 OZKR STRING CHEESE 1 OZSARGENTO COL/JCK 1 OZKRAFT BIG CHEESE PEPPERJACKKR CH CHS BIG STK 2 OZKR CLBY JK BIG STK 2 OZKR CRACKR BARRL STK 1 OZCRYSTAL FARMS EGG 2 PKOH SNAP HOTTIE BITESOH SNAP DILLY BITESVHOLTN HEARTY DILLVHOLTN HOT PICKLE

SNACK TRAY PNT BTR APLSNACK TRAY W/ALMD & APLVEG TRAY W/RANCH 6.75 OZDOLE FRT BWL PEACH 7 OZDOLE FRT BOWL MAND 7 OZAPPLE CARAMEL CUP 6 OZCARROT RANCH CUP 6 OZPINEAPPLE CUPS 6 OZRED GRAPE CUPS 6 OZFRUIT MEDLEY CUP

SALAD CHIC CAESARSALAD CHEF 7.75 OZ

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11

4ft Highly Perishable PlanogramITEM # DESCRIPTION FACINGS 047076094706094714095752961375961334961326

FIFTH SHELF675884675892675926701367658948985192675959675975675942675934

BOTTOM SHELF949099949123949065949073949115628289628313628321628537628297706085510164510172510180525618548685990010990028990044

OM L/FUN TURKEYOM LUNCH HAM & SWISSOM LUNCH TURKY & CHDROM LUNCH HAM & CHEDDAROM P3STRKY CLBY ALM 2 OZOM P3 SHAM SCHD ALM 2 OZOM P3 CHCK MCHD PNT 2 OZ

WSC TUNA SLD WHT WDGWSC CKN SLD WHEAT WDGWSC TKY CHS WHEAT WDGPS AT DELI TKY BCN CLBPS AT DELI CLD CT CMBWSC HAM/SW PRTL 6INWSC OVN RSTD TRKY SUBWSC ITALIAN SUBWSC AMER CLASSIC SUBWSC THE BIG STACK SUB

SIMPLY RASP LNMADE 11.5 OZSIMPLY LEMONADE 11.5 OZSIMPLY CRANBERRY 11.5 OZSIMPLY ORG W/MANGO 11.5 OZSIMPLY ORANGE 11.5 OZNAKED JCE STRBAN 8 PKNAKED JCE MTYMNGO 8 PKNAKED JCE GREEN 8 PKNAKED JCE BLUE 8 PKNAKED JCE PROTN2ON 8 PKNAKED JCE RED MACHINETROP PP 12Z ORGTROP PP 12Z HOMESTYLETROP PP 12Z CALCIUMTROP PP 12Z APPLETROP PP 12Z CRANBERRYSPECIAL K PSHAKE CHOCSPECIAL K PSHAKE FVANSPECIAL K PSHAKE STRW

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2nd Quarter 2016 13

FRESH

4ft Highly Perishable Planogram

FRESH

2nd Quarter 2016 15

PROMOTION OBJECTIVE• To increase awareness and excitement for Wakefield’s fresh, never frozen, deli sandwiches.

BENEFITS• Customers are able to purchase Wakefield’s delicious sub sandwiches at a cost even lower than their everyday low price.

• Customers can purchase new items to add excitement to their product line up.

Wakefield Sandwich Co.www.wakefieldsandwich.com

REQUIREMENTS• Distribution only

DATES - OPEN BUY WINDOWOrder dates: 3/28/16 - 4/22/16

Dates for in-store promotion: 3/28/16 - 4/22/16

675975985192

675892

PKDESCRIPTIONUPCITEM #

0064298467597500642984985197

00642984675890

Wakefield Italian Sub 6 inchWakefield Ham and Swiss on a Pretzel Roll 6 inWakefield Chicken Salad Wheat Wedge

11

1

$0.10$0.10

$0.10

SZ

5.8 oz6.6 oz

4.7 oz

$3.29 $3.29

$2.79

SRPOIAllowance

FRESH

2nd Quarter 2016 17

PROMOTION OBJECTIVE• Promote Van Holten’s as a great Fresh Set option for Eby’s customer.

BENEFITS• 2 year shelf life.

• No refrigeration needed.

• 12 ct tear away case.

• Standup pouch.

• Healthy trend benefits.

Van Holtenwww.vanholtenpickles.com




9017590837


038200000094038200000063

Van Holten Hot PickleVan Holten Hearty Dill Pickle

1212

$0.25$0.25

SZ

0.67 oz0.67 oz

$1.09 $1.09

SRPOIAllowance

FRESH

2nd Quarter 2016 19

PROMOTION OBJECTIVE• To provide a healthy snack choice.

• Dole is the #1 brand in plastic fruit cups.

BENEFITS• Benefits of fruit in c-stores–convenience, fresh image and attractive margins.

Dolewww.dole.com




116277115741468751895128


038900790882038900719661038900742065038900719715

Dole Frt Bwl Trop 7 ozDole Frt Bwl Peach 7 ozDole Frt Bwl Mand 7 ozDole Mxd Frt Bchry Gel

1111

$0.04$0.04$0.04$0.04

SZ

7 oz7 oz7 oz7 oz

$2.29 $2.29 $2.29 $1.69

SRPOIAllowance

FRESH

2nd Quarter 2016 21

PROMOTION OBJECTIVE• Share why Naked Juice and Tropicana are leaders in the juice category.

BENEFITS• RPC deal on Naked Juice and Tropicana.

Naked Juicewww.nakedjuice.com www.tropicana.com




628289628321628537628313628297706085


082592194152082592720153082592727152082592660152082592722157082592726155

Naked Jce Str Ban 8 PkNaked Jce Green 8 PkNaked Jce Blue 8 PkNaked Jce Mty Mngo 8 PkNaked Jce Protn 2 On 8 PkNaked Jce Red Machine

888888

$1.50 $1.50$1.50$1.50$1.50$1.50

SZ

15.2 oz15.2 oz15.2 oz15.2 oz15.2 oz15.2 oz

$2.99 $2.99 $2.99 $2.99 $3.29 $2.99

SRPOIAllowance

FRESH

2nd Quarter 2016 23

PROMOTION OBJECTIVE• Share why Naked Juice and Tropicana are leaders in the juice category.

BENEFITS• RPC deal on Naked Juice and Tropicana.

Tropicanawww.tropicana.com




510164510172510180525618548685


048500017753048500017777048500017760048500017791048500017814

Trop PP 12Z OrgTrop PP 12Z HomestyleTrop PP 12Z CalciumTrop PP 12Z AppleTrop PP 12Z Cranberry

1212121212

$0.95$0.95 $0.95 $0.95 $0.95

SZ

12 oz12 oz12 oz12 oz12 oz

$1.99 $1.99 $1.99 $1.99 $1.99

SRPOIAllowance

FRESH

2nd Quarter 2016 25

PROMOTION OBJECTIVE• Simply Orange single serve is the #1 chilled juice item in convenience retail.

• Simply Orange w/Mango is the #1 chilled single serve mango blend.

• Simply Lemonade is the only major chilled lemonade brand in convenience.

• Simply juices are the share leader in the chilled Juice/Drink/Tea category in Total US Convenience Retail for 2015.

BENEFITS• Simply single serves represent 6 of the top 10 ranked dollar SKUs in the category in the convenience channel.

Simplywww.simplyorange.com




949115949123949099949065949073949107982173


025000000249025000000218025000000188025000000300025000000324025000000294025000000690

Simply Orange 11.5 ozSimply Lemonade 11.5 ozSimply Rasp Lnmade 11.5 ozSimply Cranberry 11.5 ozSimply Org w/Mango 11.5 ozSimply Apple 11.5 ozSimply Frt Punch 11.5 oz

12121212121212

$0.50$0.50$0.50$0.50$0.50$0.50$0.50

SZ

11.5 oz11.5 oz11.5 oz11.5 oz11.5 oz11.5 oz11.5 oz

$1.99 $1.99 $1.99 $1.99 $1.99 $1.99 $1.99

SRPOIAllowance

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