perishable foods connection

www.perishablefoodscouncil.com

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

InsIde thIs Issue:• A look at Mar-Val Food Centers

• A look back at Champions Dinner• Reports from the Fall interns

Formerly DeliMagFirst Quarter 2013

Perishable Foods Connection

PFCQ12013_Cover.indd 1 1/16/13 12:11 PM

PERISHABLE FOODS CONNECTION, First Quarter 2013 3

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: Bill Rudolph (Rudolph Foodservice Associ-ates). E-mail: [email protected].

Published by Pacific Rim Publishing Co. P.O. Box 4533, Huntington Beach, CA 92647-4533. Editor: Dave Daniel. 714-375-3900. E-mail: [email protected]. Advertising director: Dalva Fisher 951-533-6001 E-mail: [email protected].

Administrative Assistant & Webmaster: Nancy Clothier, 415-823- 1219. E-mail: info@perishablefoodscouncil.com

www.perishablefoodscouncil.com

First quarter 2013, Volume XXIV, Number 1

How to reach us

What’s inside: Salute to Mar-Val Markets:

Mar-Val Markets, operators of seven markets in mostly rural areas, turned 60 in 2012 and continues to be a strong player in the Northern California retail grocery industry. See our exclusive story and photos beginning on Page 6.

President’s Message

New Year here already By BILL RUDOLPH Rudolph Foodservice Associates 2013 PFC President

PFC gives back during holidays: The Perishable Foods Council once again demonstrated its

generosity by purchasing 50 cases of turkeys and delivering them to those in need at Thanksgiving. See story and photos on Page 16.

Also inside: The PFC Intern Program wrapped up its highly successful fall

schedule and the 11 college students each report on the stops on the tour and what the internship meant to them. See the photos and reports beginning on Page 19.

Continued on Page 10

I am writing my inaugural message to the Perishable Foods Council membership as we approach another “Fiscal Cliff” and other events in our difficult economy. This simply brings to mind that we have many challenges ahead as a country as within our industry. I want to thank all of you for supporting me as your new President and want you to be more familiar with my professional background and my service to the PFC. I have been on the Board of Directors since 2005 but not too many of you know me as I have been behind the scenes.

In 2006 I joined then president Terri Foster in managing a program that was very dear to her – the student internship program. She needed some help and I was trained in college to be a teacher. In those days we were pleased to have four to five interns and only UC

Davis participated. I took over the program from Terri and started a series of changes that has shaped the program today.

In 2007 San Jose State University joined our program with Jamie Kubota as the first intern. Jamie continued with the program as our first Student Liaison. We then appointed a Student Liaison from UC Davis and we put our former interns to work managing the program. SJSU offered academic credit for Nutrition Food Science 192 and UC Davis transcript notation opportunities. I became a

Field Supervisor at both universities and closely interfaced with both the faculty and career centers. Recruitment of interns blossomed and was formalized. Between 2007 and 2010 the program grew in both the number of interns and stature. We incorporated 10 tours to qualify for academic credit and our interns per session grow to as many as 15.

Also, the internship program has become a vehicle for the launch of our participant’s careers. Our former interns are Registered Dieticians, Nutritionists, and much more. Two of our former interns write a Nutrition article that you have viewed in our Perishable Foods Connection.

Today, the internship program is well known at both universities and we have more applicants than spots available. I wanted to review a brief history of this flagship program to show all of the hard and meaningful work that my

2 PERISHABLE FOODS CONNECTION, First Quarter 2013

1/2-page ad here 4-c csw new

from deirdre

1/2-page ad here 4-c

Trax doors p.u. from fourth quarter

p 25

Everyone at CSW is

proud to salute

MAR-VAL on their

wonderful 60 year

anniversary!

Christine Wingfield // Owner CSW, Former President Perishable Foods Council // 800.848.5899


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: Bill Rudolph (Rudolph Foodservice Associ-ates). E-mail: [email protected].

Published by Pacific Rim Publishing Co. P.O. Box 4533, Huntington Beach, CA 92647-4533. Editor: Dave Daniel. 714-375-3900. E-mail: [email protected]. Advertising director: Dalva Fisher 951-533-6001 E-mail: [email protected].

Administrative Assistant & Webmaster: Nancy Clothier, 415-823- 1219. E-mail: info@perishablefoodscouncil.com

www.perishablefoodscouncil.com

First quarter 2013, Volume XXIV, Number 1

How to reach us

What’s inside: Salute to Mar-Val Markets:

Mar-Val Markets, operators of seven markets in mostly rural areas, turned 60 in 2012 and continues to be a strong player in the Northern California retail grocery industry. See our exclusive story and photos beginning on Page 6.


New Year here already By BILL RUDOLPH Rudolph Foodservice Associates 2013 PFC President

PFC gives back during holidays: The Perishable Foods Council once again demonstrated its

generosity by purchasing 50 cases of turkeys and delivering them to those in need at Thanksgiving. See story and photos on Page 16.

Also inside: The PFC Intern Program wrapped up its highly successful fall

schedule and the 11 college students each report on the stops on the tour and what the internship meant to them. See the photos and reports beginning on Page 19.


I am writing my inaugural message to the Perishable Foods Council membership as we approach another “Fiscal Cliff” and other events in our difficult economy. This simply brings to mind that we have many challenges ahead as a country as within our industry. I want to thank all of you for supporting me as your new President and want you to be more familiar with my professional background and my service to the PFC. I have been on the Board of Directors since 2005 but not too many of you know me as I have been behind the scenes.

In 2006 I joined then president Terri Foster in managing a program that was very dear to her – the student internship program. She needed some help and I was trained in college to be a teacher. In those days we were pleased to have four to five interns and only UC

Davis participated. I took over the program from Terri and started a series of changes that has shaped the program today.

In 2007 San Jose State University joined our program with Jamie Kubota as the first intern. Jamie continued with the program as our first Student Liaison. We then appointed a Student Liaison from UC Davis and we put our former interns to work managing the program. SJSU offered academic credit for Nutrition Food Science 192 and UC Davis transcript notation opportunities. I became a

Field Supervisor at both universities and closely interfaced with both the faculty and career centers. Recruitment of interns blossomed and was formalized. Between 2007 and 2010 the program grew in both the number of interns and stature. We incorporated 10 tours to qualify for academic credit and our interns per session grow to as many as 15.

Also, the internship program has become a vehicle for the launch of our participant’s careers. Our former interns are Registered Dieticians, Nutritionists, and much more. Two of our former interns write a Nutrition article that you have viewed in our Perishable Foods Connection.

Today, the internship program is well known at both universities and we have more applicants than spots available. I wanted to review a brief history of this flagship program to show all of the hard and meaningful work that my


President: Bill Rudolph (Rudolph Food- service Associates)

Joanie Webster (Anco Fine Cheese)

Past President: Administrative Assistant & Webmaster: Nancy Clothier

Officers:

Directors:

Annette deBoer (DND Sales)

CFO Mike Levy (M. Levy and Company)

Cris Mazzei (Safeway Corporate)

Nereo Rebellato (Raley’s)

Christine Wingfield (CSW Food Brokers)

Retail Associate Directors

Virginia Muto (Save Mart)

Vice President: Jarett Peppard (BCS Consulting)

Heidi Bertagnolli (La Brea Bakery)

Cheryl Powell (Insight Food Sales)

Bob Stickrod (Select Trade Sales)

Steven Mai (Pasta Prima)

Jim O’Shea (Crystal Creamery)

Marissa Weller (Premier Sales Solutions)

Rod Ramsey (LeGrand Marketing)

Wendy Fresques (Tony’s Fine Foods)


Jann Carleson (Aidells Sausage)

Irene Franklin (Registered Dietitian)

Emily Sin (Student Liaison, UC Davis)

Margo Lang (Student Liaison, SJSU)

Associate Directors

Valerie Roberson (Nutritionist)

Mike Repetto (Tony’s Fine Foods)

Scott Cross (Crystal Creamery)

Erin Gonzalez (Will’s Fresh Foods) Historian

Penny Collins (Tony’s Fine Foods)

Tracy Wehr (Select Trade Sales)

Garrett Winiecke (Rudolph Food- service Associates)


Perishable Foods Council Retailer Spotlight

Mar-Val Food Stores

Nearly everyone is familiar with the fable of the “Tortoise and the Hare” and its moral of slow but steady wins the race.

The Northern California grocery industry version holds true. Meet Mar-Val Markets, which is coming off its 60th anniversary and heading into its seventh decade … and still growing, although not by leaps and bounds.

Mar-Val was started in Lodi by brothers Mardee and Val Kidd … hence the name Mar-Val. They purchased their first store in 1952 and added … and subtracted … stores until the number rests at seven, mostly in the Central Valley and along the Sierra foothills. Most of them are in places that are barely dots on the map.

“Our niche is small communities,” said President Mark Kidd, son of Mardee. “We like our involvement in those places so we

look for stores in those areas.. We are proud to be in small communities. We hire locally, from high school students to young marrieds and those who want to stay in a small community.”

The history of Mar-Val started on the outskirts of Lodi and eventually there were three stores there, but all are now closed, leaving only the company headquarters in Lodi.

The stores are located in Clements (population 941); Escalon (population 7,241); Georgetown (population 2,367); Groveland (population 4,877); Prather (population 1,224), Valley Springs (population 3,553) and the newest store in Pleasanton (population 71,215). They are anywhere from 15 minutes to two hours away from the head office. Besides the stores that have closed in Lodi (population 62,473), another store in Ripon (population 14,297) has been closed.

“Pleasanton is the one store we stepped out of the box with,” Kidd admits. “We are near Safeway headquarters. We took over an existing store (Gene’s Fine Foods, originally an Alpha Beta), made an improvement in it and it is doing well in little over a year. At first, we were out of our niche, the demographics not being us at all. But we figured no one would come in and compete against us because they were already there.”

Mar-Val has its eyes on its eighth store. “We prefer to acquire stores from someone who might be retiring or in another situation,” Kidd said, “although we also have built two of our stores (Georgetown, 1988 and Valley Springs 1992) from the ground up.”

The stores generally are in small centers with other businesses, such as True Value Hardware, CVS, pizza parlors, sub shops, dental offices or other small businesses.

The stores range in size from 25,000 to 35,000 square feet and the perimeter areas are important, according to Kidd, averaging approximately 35 percent of sales. Each store has a cheese department, service bakeries and service delis, as well as wall delis, meat departments and a produce department that the company is particularly proud of.

“We are pretty top-heavy with management for a seven-store chain,” Kidd said. “Besides me, Steve Rodacker is vice president and co-owner. We’ve both worked here since high school. We have a general manager, then separate meat and deli supervisors.

“We treat our team members like family and we try to be honest with everyone,” he said. “We have a pension program. Whatever a team member puts in, we double it. Every team member gets a bonus every year.

“For team members who have passed 20 years of service, we send them on a trip to Hawaii. We’ve given out 10 to 15 of those trips in the past few years and now we’re wondering what to do when they hit 30 years of service,” he said. In case you are thinking that the small stores are of little concern to most,

The Georgetown store at the year’s first snowfall. Continued on Page 7

Lodi-based small chain finds its niche in small communities



The meat case displays a nice cross-merchandising display of dinner wines.

Produce is one of the key departments in all the stores.

Continued on Page 8

Continued from

Fish cases feature the freshest and finest in seafood.

Wide variety is essential in all perishable departments

consider the communities they are in. The markets often are the center of the town.

“We give 5 percent of our receipts back to local organizations through a receipt program we operate. All of our store managers get involved in the community they are in. We encourage them to work with us. If the local high school asks us for a $50 donation, we tell them we will give them $100 worth of spaghetti to hold a spaghetti-feed fundraising event to raise even more money.”

Even though the locations are more rural than urban, they are up-to-date in technology, both at the front end of the markets as well as in social media sites such as Facebook, Twitter and other

sites. “You can even fax or text in your lunch order to the deli,” he said with a 20th-Century smile.

“One thing about being in a small community is that it is okay to be behind the curve. We can wait and see what works and what doesn’t before we implement something,” he added.

The local philosophy also is reflected in industry activity from the top down. When Mardee, who retired in 1986 and died in 2005, ran the company, he served as Chairman of the Northern California Grocers Association as well as Chairman of the statewide California Grocers Association. He also was active in a number of other associations.

Mark has followed in his footsteps. He also served as Chairman of both the Northern California Grocers Association

Mar-Val Food Stores

The deli cases feature a wide variety of meats and cheeses.



Mar-Val Food Stores

Nearly everyone is familiar with the fable of the “Tortoise and the Hare” and its moral of slow but steady wins the race.

The Northern California grocery industry version holds true. Meet Mar-Val Markets, which is coming off its 60th anniversary and heading into its seventh decade … and still growing, although not by leaps and bounds.

Mar-Val was started in Lodi by brothers Mardee and Val Kidd … hence the name Mar-Val. They purchased their first store in 1952 and added … and subtracted … stores until the number rests at seven, mostly in the Central Valley and along the Sierra foothills. Most of them are in places that are barely dots on the map.

“Our niche is small communities,” said President Mark Kidd, son of Mardee. “We like our involvement in those places so we

look for stores in those areas.. We are proud to be in small communities. We hire locally, from high school students to young marrieds and those who want to stay in a small community.”

The history of Mar-Val started on the outskirts of Lodi and eventually there were three stores there, but all are now closed, leaving only the company headquarters in Lodi.

The stores are located in Clements (population 941); Escalon (population 7,241); Georgetown (population 2,367); Groveland (population 4,877); Prather (population 1,224), Valley Springs (population 3,553) and the newest store in Pleasanton (population 71,215). They are anywhere from 15 minutes to two hours away from the head office. Besides the stores that have closed in Lodi (population 62,473), another store in Ripon (population 14,297) has been closed.

“Pleasanton is the one store we stepped out of the box with,” Kidd admits. “We are near Safeway headquarters. We took over an existing store (Gene’s Fine Foods, originally an Alpha Beta), made an improvement in it and it is doing well in little over a year. At first, we were out of our niche, the demographics not being us at all. But we figured no one would come in and compete against us because they were already there.”

Mar-Val has its eyes on its eighth store. “We prefer to acquire stores from someone who might be retiring or in another situation,” Kidd said, “although we also have built two of our stores (Georgetown, 1988 and Valley Springs 1992) from the ground up.”

The stores generally are in small centers with other businesses, such as True Value Hardware, CVS, pizza parlors, sub shops, dental offices or other small businesses.

The stores range in size from 25,000 to 35,000 square feet and the perimeter areas are important, according to Kidd, averaging approximately 35 percent of sales. Each store has a cheese department, service bakeries and service delis, as well as wall delis, meat departments and a produce department that the company is particularly proud of.

“We are pretty top-heavy with management for a seven-store chain,” Kidd said. “Besides me, Steve Rodacker is vice president and co-owner. We’ve both worked here since high school. We have a general manager, then separate meat and deli supervisors.

“We treat our team members like family and we try to be honest with everyone,” he said. “We have a pension program. Whatever a team member puts in, we double it. Every team member gets a bonus every year.

“For team members who have passed 20 years of service, we send them on a trip to Hawaii. We’ve given out 10 to 15 of those trips in the past few years and now we’re wondering what to do when they hit 30 years of service,” he said. In case you are thinking that the small stores are of little concern to most,

The Georgetown store at the year’s first snowfall. Continued on

Lodi-based small chain finds its niche in small communities



The meat case displays a nice cross-merchandising display of dinner wines.

Produce is one of the key departments in all the stores.

Continued on Page 8

Continued from Page 6

Fish cases feature the freshest and finest in seafood.

Wide variety is essential in all perishable departments

consider the communities they are in. The markets often are the center of the town.

“We give 5 percent of our receipts back to local organizations through a receipt program we operate. All of our store managers get involved in the community they are in. We encourage them to work with us. If the local high school asks us for a $50 donation, we tell them we will give them $100 worth of spaghetti to hold a spaghetti-feed fundraising event to raise even more money.”

Even though the locations are more rural than urban, they are up-to-date in technology, both at the front end of the markets as well as in social media sites such as Facebook, Twitter and other

sites. “You can even fax or text in your lunch order to the deli,” he said with a 20th-Century smile.

“One thing about being in a small community is that it is okay to be behind the curve. We can wait and see what works and what doesn’t before we implement something,” he added.

The local philosophy also is reflected in industry activity from the top down. When Mardee, who retired in 1986 and died in 2005, ran the company, he served as Chairman of the Northern California Grocers Association as well as Chairman of the statewide California Grocers Association. He also was active in a number of other associations.

Mark has followed in his footsteps. He also served as Chairman of both the Northern California Grocers Association

Mar-Val Food Stores

The deli cases feature a wide variety of meats and cheeses.



Community service is a given at all Mar-Val Food Centers

Clements 18830 E. Highway 88 209-759-3135

Escalon 1900 McHenry Ave. 209-838-2479

Georgetown 6049 Front St. 530-333-2245

Groveland 19000 Main St. 209-962-7452

Pleasanton 2803 Hopyard Road 925-846-8220

Prather 29424 Auberry Road 599-855-4171

Valley Springs 55 Highway 26 209-772-2393

Company headquarters 856 N. Sacramento St. Suite C Lodi, Calif. 95240 209-369-3611

Locations

The Mar-Val Food Stores Catering Departments can compete with much larger supermarkets.

and the California Grocers Association 20 years after his father. He also has been on the board of the National Grocers Association and of Unified Grocers. Rodaker also has been Chairman of the Northern California Grocers Association.

“We believe in association work. We like the networking and the educational opportunities. They keep us in the forefront of where the industry is going, both locally and nationally,” he said.

After starting to work in the old Lodi store at age 15, Kidd took a break. He

went on a two-year mission for his church and then graduated from BYU before rejoining the company. He became President in 1988.

Kidd and wife Vicki have been married 32 years and have six children, with only the youngest at home. “All six kids played soccer so I was a youth soccer coach for many years. The boys played basketball and tennis and I was a basketball coach for many years,” he said. He played golf at BYU and still enjoys the game when he gets a

chance. And if he finds himself on an empty

green with no one else in sight, you can wager he might be thinking that would be a good spot for another Mar-Val store.


1/2-page ad here 4-c new

saag’s honor mar-val direct to you

Visit with Tony’s Fine Foods team of experts, learn more about custom programs and promotions and meet more than 350 exhibitors at Tony’s Fine Foods Food Show June 12 at the Sleep Train Arena in Sacramento.

Tony’s team of experts will be available to answer questions and provide information throughout the day regarding new marketing and seasonal trends, dietary and health concerns relating to food and provide insight into manufacturing and product development.

Tony’s Distribution and Logistics personnel will be available to provide customers with information on some of the most innovative and efficient programs in the world. Tony’s sales representatives and customer service teams will also be on-site throughout the show to discuss Tony’s ordering systems, call center and present great prices and values to retailers.

pork. The In-Store Bakery program will feature extensive seasonal selections, as well as exclusive product lines. Tony’s food service program will highlight items for retailers and chefs, ranging from value lines to unique products, including innovative packaging, supplies and back- of-house small wares.

On August 21 in San Francisco, Tony’s Specialty Selections Show features the finest offerings from local artisans and world-wide producers. This intimate event showcases the exceptional selection of exquisite products for the progressive independent market, as well as the finest restaurants and eateries on the West Coast.

Tony’s Specialty Selections team has expertise unequalled to any in the industry and has traveled the world from Northern California to the Swiss Alps in search of the finest products from farm to fork.

To attend either of these shows, refer to tonysfinefoods.com for more information.

Tony’s Fine Foods Food Show

All roads lead to Sacramento

The food show will feature many of Tony’s unique programs, including Wall Deli & Dairy schematic software and the Raw Meat program, which provides specialty, conventional and ethnic products in commodity, Angus and prime beef, lamb, veal, bison, rabbit, poultry and



Community service is a given at all Mar-Val Food Centers

Clements 18830 E. Highway 88 209-759-3135

Escalon 1900 McHenry Ave. 209-838-2479

Georgetown 6049 Front St. 530-333-2245

Groveland 19000 Main St. 209-962-7452

Pleasanton 2803 Hopyard Road 925-846-8220

Prather 29424 Auberry Road 599-855-4171

Valley Springs 55 Highway 26 209-772-2393

Company headquarters 856 N. Sacramento St. Suite C Lodi, Calif. 95240 209-369-3611

Locations

The Mar-Val Food Stores Catering Departments can compete with much larger supermarkets.

and the California Grocers Association 20 years after his father. He also has been on the board of the National Grocers Association and of Unified Grocers. Rodaker also has been Chairman of the Northern California Grocers Association.

“We believe in association work. We like the networking and the educational opportunities. They keep us in the forefront of where the industry is going, both locally and nationally,” he said.

After starting to work in the old Lodi store at age 15, Kidd took a break. He

went on a two-year mission for his church and then graduated from BYU before rejoining the company. He became President in 1988.

Kidd and wife Vicki have been married 32 years and have six children, with only the youngest at home. “All six kids played soccer so I was a youth soccer coach for many years. The boys played basketball and tennis and I was a basketball coach for many years,” he said. He played golf at BYU and still enjoys the game when he gets a

chance. And if he finds himself on an empty

green with no one else in sight, you can wager he might be thinking that would be a good spot for another Mar-Val store.


1/2-page ad here 4-c new

saag’s honor mar-val direct to you

Visit with Tony’s Fine Foods team of experts, learn more about custom programs and promotions and meet more than 350 exhibitors at Tony’s Fine Foods Food Show June 12 at the Sleep Train Arena in Sacramento.

Tony’s team of experts will be available to answer questions and provide information throughout the day regarding new marketing and seasonal trends, dietary and health concerns relating to food and provide insight into manufacturing and product development.

Tony’s Distribution and Logistics personnel will be available to provide customers with information on some of the most innovative and efficient programs in the world. Tony’s sales representatives and customer service teams will also be on-site throughout the show to discuss Tony’s ordering systems, call center and present great prices and values to retailers.

pork. The In-Store Bakery program will feature extensive seasonal selections, as well as exclusive product lines. Tony’s food service program will highlight items for retailers and chefs, ranging from value lines to unique products, including innovative packaging, supplies and back- of-house small wares.

On August 21 in San Francisco, Tony’s Specialty Selections Show features the finest offerings from local artisans and world-wide producers. This intimate event showcases the exceptional selection of exquisite products for the progressive independent market, as well as the finest restaurants and eateries on the West Coast.

Tony’s Specialty Selections team has expertise unequalled to any in the industry and has traveled the world from Northern California to the Swiss Alps in search of the finest products from farm to fork.

To attend either of these shows, refer to tonysfinefoods.com for more information.

Tony’s Fine Foods Food Show

All roads lead to Sacramento

The food show will feature many of Tony’s unique programs, including Wall Deli & Dairy schematic software and the Raw Meat program, which provides specialty, conventional and ethnic products in commodity, Angus and prime beef, lamb, veal, bison, rabbit, poultry and

Happy 60th Anniversary Mar-Val Stores



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 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 2010-12, Christine Wingfield

Past Presidents

staff and I have done on your behalf. Below is a brief history of my professional career:

• Graduated from San Jose State University with a BA Degree in History/ English and a California State Teaching Credential in June, 1974.

• Joined Payless Drug Stores (now Rite Aid) as a Management Trainee in 1974.

• Married my college sweetheart, Karen, in September, 1974. We were married for thirty-three years until she died in November, 2007.

• Hired by Colgate Palmolive as a Sales Representative in March, 1975. Worked in consumer products primarily with Longs Drug Stores.

• Moved to Ortho Pharmaceutical (Division of Johnson & Johnson) in 1978 and was trained to call on Physicians.

• Hired by Rich Products in 1981 as Western Region Manager managing their retail grocery broker network.

• In 1983 I was selected to launch a new product line for Swift Eckrich as Western Region Manager.

• In 1986 I joined Avoset as Northwest Region Manager to supervise their broker network. Avoset was the leader in ultrapastueurized dairy products and was later acquired by Morningstar. I left Avoset as National Sales Manager for Bakery/Industrial Products.

• I joined Adohr Farms as Business Development Manager in 1993 and I was the principal on Coffee Mate to Bromar to retail grocery.

• I joined Foster Farms Dairy (now Crystal Creamery) in 2003 as I am still affiliated with them as a broker.

• In 2010, supported by Foster Farms Dairy, I became the Founder and Owner of Rudolph Foodservice Associates. I manage a portfolio of key foodservice accounts. Also, I work with Sierra Nevada Cheese, organic and natural cheeses, and The Chef in Black, natural Asian style salad dressings.

As you can see I bring a diverse background to the position of President.

As a large professional fraternity in perishable food we need to constantly change and offer value to our members. We need to be leaders not only in our industry but in our communities. This is why I feel that such programs as Internship and Scholarship are so important. Yes, in many cases we are competitors but in this endeavor we are partners for the greater good. This quite simply is the direction we must continue to take and I am committed to charting these and other avenues as your new President.

You will find that I have a can-do attitude and that I am persistent in achieving any and all tasks. I embrace commitment. You also have a talented Board of Directors who will assist in the adventure to continually take the PFC to the next level.

I will look forward to addressing you several times per year and seeking your vital support for our worthwhile projects.

Happy New Year! – Bill


New Year here already

Safeway Inc. has announced that Steve Burd, its long-time Chairman and CEO, will retire as CEO and as a director at the Company’s annual stockholders meeting on May 14. The Board of Directors will begin a search for a successor, and will consider both internal and external candidates. Burd will help with the search and will continue to assist the Company after he transitions out of his posts.

Burd joined Safeway in October 1992 as President and was appointed CEO in

service program, developing the “Lifestyle” store format, introducing a level of quality in perishable products that had never been seen in food retailing, and forming a leading prepaid payment network that has become one of the largest distributors of gift cards in the world. He also accelerated the Company’s efforts in charitable giving and sustainability. During his tenure, the Company raised more than $2 billion for charities.

Steve Burd announces retirement as Safeway CEO May of the following year. As CEO, he has been responsible for transforming the Company over an unprecedented 20 years at the helm.

Among some of his key initiatives were establishing a culture of thrift and capital discipline, creating an industry-leading customer



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 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 2010-12, Christine Wingfield

Past Presidents

staff and I have done on your behalf. Below is a brief history of my professional career:

• Graduated from San Jose State University with a BA Degree in History/ English and a California State Teaching Credential in June, 1974.

• Joined Payless Drug Stores (now Rite Aid) as a Management Trainee in 1974.

• Married my college sweetheart, Karen, in September, 1974. We were married for thirty-three years until she died in November, 2007.

• Hired by Colgate Palmolive as a Sales Representative in March, 1975. Worked in consumer products primarily with Longs Drug Stores.

• Moved to Ortho Pharmaceutical (Division of Johnson & Johnson) in 1978 and was trained to call on Physicians.

• Hired by Rich Products in 1981 as Western Region Manager managing their retail grocery broker network.

• In 1983 I was selected to launch a new product line for Swift Eckrich as Western Region Manager.

• In 1986 I joined Avoset as Northwest Region Manager to supervise their broker network. Avoset was the leader in ultrapastueurized dairy products and was later acquired by Morningstar. I left Avoset as National Sales Manager for Bakery/Industrial Products.

• I joined Adohr Farms as Business Development Manager in 1993 and I was the principal on Coffee Mate to Bromar to retail grocery.

• I joined Foster Farms Dairy (now Crystal Creamery) in 2003 as I am still affiliated with them as a broker.

• In 2010, supported by Foster Farms Dairy, I became the Founder and Owner of Rudolph Foodservice Associates. I manage a portfolio of key foodservice accounts. Also, I work with Sierra Nevada Cheese, organic and natural cheeses, and The Chef in Black, natural Asian style salad dressings.

As you can see I bring a diverse background to the position of President.

As a large professional fraternity in perishable food we need to constantly change and offer value to our members. We need to be leaders not only in our industry but in our communities. This is why I feel that such programs as Internship and Scholarship are so important. Yes, in many cases we are competitors but in this endeavor we are partners for the greater good. This quite simply is the direction we must continue to take and I am committed to charting these and other avenues as your new President.

You will find that I have a can-do attitude and that I am persistent in achieving any and all tasks. I embrace commitment. You also have a talented Board of Directors who will assist in the adventure to continually take the PFC to the next level.

I will look forward to addressing you several times per year and seeking your vital support for our worthwhile projects.

Happy New Year! – Bill


New Year here already

Safeway Inc. has announced that Steve Burd, its long-time Chairman and CEO, will retire as CEO and as a director at the Company’s annual stockholders meeting on May 14. The Board of Directors will begin a search for a successor, and will consider both internal and external candidates. Burd will help with the search and will continue to assist the Company after he transitions out of his posts.

Burd joined Safeway in October 1992 as President and was appointed CEO in

service program, developing the “Lifestyle” store format, introducing a level of quality in perishable products that had never been seen in food retailing, and forming a leading prepaid payment network that has become one of the largest distributors of gift cards in the world. He also accelerated the Company’s efforts in charitable giving and sustainability. During his tenure, the Company raised more than $2 billion for charities.

Steve Burd announces retirement as Safeway CEO May of the following year. As CEO, he has been responsible for transforming the Company over an unprecedented 20 years at the helm.

Among some of his key initiatives were establishing a culture of thrift and capital discipline, creating an industry-leading customer


1/6-page

marin cheese new

from deirdre

From mini desserts to single bite appetizers, small plates are hotter than ever – and 2013 food trends reveal that these petite plates are here to stay with a continued evolution of smaller portions being featured at white tablecloth and quick serve restaurants.

This bite-sized trend isn’t just for dining out as more consumers are experimenting with their own small plates at home. The California Milk Advisory Board (CMAB) is offering a free consumer brochure with tips and recipes for tapping into this trend for celebrations or every day meals.

“Whether it’s a love for Spanish-style tapas or an interest in eating smaller portions without giving up on taste, we’ve seen a lot of focus around creating mini bites at home on Pinterest and in food and lifestyle magazines. California dairy – everything from cheese to yogurt to ice cream and butter – is the perfect ingredient for making small plates bursting with big flavor,” said Jennifer Giambroni, Director of Communications for the CMAB.

“Our Nibbles, Starters & Small Plates brochure gives consumers a handful of ideas they can enjoy any time of the year.”

From savory to sweet, each recipe in the brochure features smaller sized portions packed with California dairy, including:

• Chilled Avocado Soup Shooters, made with California yogurt and buttermilk, cucumber, avocado and little jalapeno for heat, are perfect for any time of year. Luscious crabmeat tops each shot off for a beautiful presentation.

• Pigs in a Buttermilk Blanket with Maple Drizzle offer a twist on the kid’s classic. The salty-sweet combination of sausage and maple syrup makes it a great nibble for brunches and weekend get- togethers.

• Bite-Sized Spiced Apple Bread Puddings are a sweet way to end any meal. In this recipe, tart apples and creamy California creme fraiche pair beautifully with buttery bread pudding in each little bite as a meal-ender or part of a dessert bar.

Nibbles, Starters & Small Plates can be downloaded at RealCaliforniaMilk.com or

consumers can send their name and mailing address to request a hard copy brochure at CMAB, Small Plates Brochure, 400 Oyster Point Blvd, Suite 211, South San Francisco, CA 94080 or by email to [email protected].

California is the nation’s leading milk producer and also produces more butter, ice cream, yogurt and nonfat dry milk than any other state. The state is the second- largest producer of cheese.

What’s for dinner?

Small bites are just right

Stephanie Bon has assumed her role in the family business as an Account Executive for Bon Sales & Marketing.

She graduated from California State University, Fullerton with a degree in Communications Marketing and a minor in Women’s Studies. She was a member of the Golden Key Club and graduated with honors – Summa Cum Laude. At CSUF she became a member of Alpha Chi Omega sorority, where she held leadership positions such as Vice President of Standards and Assistant New Member Education, and became involved in helping the community.

She has developed a passion for the food industry, as she was exposed to it at a young age. During college, she

worked for Champignon North America, Inc. while representing the company at major industry events, and was responsible for Southern California Region in-store product representation.

After college, she began her career as the Sales Manager for Sonoma Gourmet.

Poultry sales increase According to research from Mintel

on the U.S. poultry market, sales of turkey, duck and other specialty birds grew a considerable 6.5 percent in one year, reaching $7.1 billion between 2011 and 2012.

Growing from $6 billion in 2008, other poultry products, largely consisting of turkey, grew the most in the category. More than eight in 10 (84 percent) Americans say they eat turkey; chicken is eaten by 94 percent, and other poultry, such as duck, goose and hen, are consumed by 23 percent.

Industry news

Congratulations to

Mar-Val Markets

on your

60th anniversary.

We are proud to

salute such an

important milestone.

MARIN CHEESE COMPANY

MARIN CHEESE COMPANY 415.479.1200


Juvenal Chavez accepts a check on behalf of the Canal Welcome Center in San Rafael from Annette DeBoer (DND Sales) as PFC President Christine Wingfield (CSW Food Brokers) looks on.

PFC Presidents’ Dinner

Mi Pueblo honored as PFC Champion of Year A chappy crowd turned out in November in San Jose to salute

Mi Pueblo Food Centers as the Perishable Foods Council Champion during the annual Presidents’ Dinner.

Me Pueblo Food Center founder and president Juvenal Chavez spoke on behalf of the retailer with 20 stores throughout the Bay Area. He highlighted the company history, what’s happening now, and looked at the future.

PFC President Christine Wingfield (CSW Food Brokerage) emceed the dinner. Annette DeBoer (DND Sales) was the chaiman of the event.

Mi Pueblo Food Centers executives gathered at thier table early, eager to get the festivities underway.

Mi Puerblo Food Center founder and President Juvenal Chavez gave a brief history of the growing retailer and told of the company’s relationship with its customers.

Many Mi Pueblo employees were on hand to greet the large contingent of PFC members in attendance to honor the growing independent chain.

Many Mi Pueblo Food Centers executives were on hand for the dinner in San Jose. Juvenal Chavez is fourth from left with Juvenal Jr. on his left.


Patti Walsh-Zauzig and Mark Walthers, both of Unified Grocers.

Annette DeBoer (DND Sales) and Chris Irion (Insight Food Sales).

Steven Mai (Pasta Prima) and Bob Stickrod (Select Trade Sales).

Cris Mazzei (Safeway) and Frank Coletti (Colletti Market-ing).

Bob Wingfield (CSW Food Brokers), Heidi Bertagnolli (La Brea Bakery), and Tim Kelly (Tony’s Fine Foods).

Fred Ruehl, Debbie Murphy, and Dan Murphy, all of Unified Grocers.


Patti Walsh-Zauzip and Mark Walthers, both of Unified Grocers.

Annette DeBoer (DND Sales) and Chris Irion (Insight Food Sales).

Steven Mai (Pasta Prima) and Bob Stickrod (Select Trade Sales).

Cris Mazzei (Safeway) and Frank Coletti (Coletti Market-ing).

Bob Wingfield (CSW Food Brokers), Heidi Bertagnolli (La Brea Bakery), and Tim Kelly (Tony’s Fine Foods).

Fred Ruehl, Debbie Murphy, and Dan Murphy, all of Unified Grocers.


Shea Friesen, Lesli Ooi, and Miles Olson, all of Safeway.

Michael Venghiattis, Tina Ekblad, and Pete Friedman, all of Horizon Specialties.

Bret Presley (J. Brass Company) and Cheryl Powell (Insight Food Sales).

Fernando Lopez (Tony’s Fine Foods), Janneth Gonzalez (Tony’s Fine Foods), Jose Garcia (Mi Pueblo), Jesus Gonzalez (guest), and Tim Kelly (Tony’s Fine Foods).

Chris Kardy (Rudolph Foodservice Associates), Philip D’Angels (Coletti Marketing), and Bill Rudolph (Rudolph Foodservice Associates).

John Guillen and Roger Valdez, both of Unified Grocers.


Paul Werk (Sterling Foods) and Gary Lofgren (Del Real Foods).

Jackie Anderson (Innovation), Joanie Webster (Anco Fine Cheese), Jo Gallagher (Innovation), Erin Gonzalez (Will’s Fresh Foods).

Scott Cross and Mark Perez, both of Crystal Creamery.

Heide Bertagnolli (La Brea Bakery) and Brian Anderson (Rich Products Corp.).

PFC members brought along toys to presented to children’s charitable organizations for the holidays.

Maria Jaime (guest), Ceasar Guzman (Producer’s Dairy), and Richie Shehadey (Producer’s Dairy).


PFC Giving Back

Dinners aid charities

Raeanne and Linda of the Tracy Wildlife Association (above) and volunteers at St. Mary’s Dining in Stockton (below with turkeys, vegetables and fruit to put together meals for area familities in need over the holidays.

Members of the Boys & Girls Club of Tracy also were beneficiaries of holiday turkeys donated by the Perishable Foods Council. Gussie Jones, Robin Lopez and Garth Borman of Taylor Farms were instrumental in coordinating the packag-ing and delivery with several area charitable organizations. In photo above left, one youngster with his familiy’s turkey.

One of the main projects of the Perishable Foods Council each year is to help those in need enjoy the holiday season with a traditional turkey dinner and all the fixins’.

“The vast majority of our membership is blessed to be able to afford a nice dinner during holiday celebrations with family and friends,” said Christine Wingfield (CSW Food Brokerage), outgoing President of the PFC. “It is our duty to give back to the communities we live and work in to assist those who might not be as fortunate as us.”

Taylor Farms of Tracy, led by outgoing Board of Directors member Gussie Jones and staff members Mike Hauter, Jessie Nieto, Robin Lopez, and Christina Larkin, again was instrumental in collecting and distributing 50 cases of turkeys, as well as donating vegetables and fruit while identifying area charities in need.

Sacramento area charities are active participants, led by Loaves and Fishes, which received the PFC’s contribution and




PFC Giving Back

Dinners aid charities helped distribute the bounty to a number of well-deserved organizations, including Mustard Seed School (school for homeless children); Loaves & Fishes feeding the homeless daily; Sister Nora’s (mental health part of Loaves and Fishes); Mary’s House (Women with Families part of Loaves and Fishes); and the Sacramento Women transiting from homelessness.

Other community service charities benefiting included McHenry House in Tracy, Boys & Girls Club of Tracy, Tracy Wildlife Association; St. Mary’s Dining (Stockton), Anka Behavioral Health (Stockton), and the Tracy Women’s Shelter.

Taylor Farms volunteers, like Mike Hauter (above) made PFC food donations to area charities, including, clockwise from top right: Loaves and Fishes in Sacramento with Marshall Mares in the center; Stockton Women’s Shelter; and Anka Behavioral Health in Tracy.

1/4-page ad here 4-c

absolute foods new

from deirdre

The world’s largest natural, organic and healthy products trade show, Natural Products Expo West, has unveiled a new exhibit pavilion, education forum and networking events to accommodate an anticipated 60,000-plus attendees at its 33rd annual event, March 7- 10, at the Anaheim Convention Center.

Engredea and Nutracon, the ingredient and supply chain’s most comprehensive trade show and conference will be co-located with Natural Products Expo West.

The addition of new show initiatives is fueled by the success of the 2012 Expo West event, which recorded a 13% increase in retail buyer attendees over 2011.

As the healthy living market has grown, there has been a corresponding increase in the number of business leaders attending the show to find new products, meet the people behind the brands, and take advantage of the well- established forums, resources and opportunities this pivotal show creates across all industry categories.

“Our goal each and every year is to enable businesses of any size to gain access to more decision-makers and strengthen their competitive position in the marketplace, by creating the industry’s essential platform that connects retail buyers and exhibiting brands” said Show Director Adam Andersen.

Natural Products Expo in March

Congratulations, Mar-Val!

Sweet Sixty and Going Strong!!

We’ve expanded to meet your marketing needs in Northern Nevada

with local sales support and experience! Contact us at 209-985-9222

[email protected]


Nutrition News

Fermentation and impact on Nutrition Old form still applies to our times By VALERIE ROBERSON Nutritonist

Fermentation is one of the oldest forms of food preservation/ biotechnology in the world. Fermented foods make a significant contribution to the diet of millions of individuals. Worldwide, fermented products come from an array of food groups such as meats, seafood, dairy, cereals, legumes, vegetables and fruits. Microorganisms such as lactic acid bacteria, acetic acid bacteria, yeasts, and molds are some of the most popular used among these foods in creating desirable consumer products. Pickles, sauerkraut, salami, sour cream, cheese, wine, honey, malt, beer, sourdough bread, cacao beans, and soy sauce are just some of the widely used examples.

Microorganisms require little energy and have a tremendous potential in meeting the growing demand for food through its efficient utilization as it plays its role in food processing. It requires relatively low capital and operating costs and use of simple technologies. The use of mild conditions of pH and temperature also provides enrichment in the nutritional properties and sensory characteristics within the food. Fermentation not only promotes a wide diversity of flavors, aromas, and textures, it also biologically enriches food substrates; these include vitamins, proteins, essential amino acids, and essential fatty acids.

Enrichment of protein due to the process of fermentation is caused by a loss of starch solids, causing protein content to increase and sometimes double its value. This process also allows microorganisms to increase essential limiting amino acids that our bodies require through the diet. Lysine and methionine are two essential limiting amino acids that are enhanced. They both play an important role in our health, especially among vegetarians or those that live in developing countries where poverty is high and rice/cassava is a staple food. Lysine helps our bodies absorb calcium, form collagen, and synthesize carnitine, which helps metabolize fatty acids for energy. Methionine, plays an important role in blood lipid transport.

Bio-enrichment of vitamins is another beneficial contribution fermentation provides. Fermentation can synthesize, increase, and restore important vitamins and minerals such as thiamine, riboflavin, niacin, and vitamin B-12. Thiamine is involved in many functions that take place in our bodies. It helps with our nervous system and muscle functioning, maintaining electrolyte homeostasis, playing a role in enzymatic reactions and carbohydrate metabolism, and in the production of hydrochloric acid, which is helpful with our digestion process. Niacin is used to help lower high cholesterol and fat levels in the blood. Vitamin B-12 plays a role in making DNA and helps keep nerve cells and red blood cells healthy.

Types of everyday food items that are the product of fermentation. (Figure obtained from: http:// textbookofbacteriology.net/Impact_2.html.)

The use of fermentation also helps detoxify hazardous harmful compounds. Cyanogens (found in cassava) and aflatoxins (found in peanut butter and cereal grains) are some examples of such compounds chemists aim to reduce or eliminate. Some microorganisms even play a role in inhibiting spoilage and pathogenic bacteria. Additionally, the use of beneficial strains of bacteria can also enhance our gut microflora. This is important because our gut microbiota closely interacts with different molecules we obtain from our diet, which then affects our metabolism and ultimately our health.

Understanding the roles fermentation has on our health is a great way for suppliers to invest and promote products that deliver such marketable qualities. However, as mentioned above; the food that is marketed could obtain beneficial characteristics along with unhealthy ones. Producers should aim to make such products lower in salt, saturated fat, and simple sugars. With current health problems due to the impact of obesity, many consumers are becoming more aware of choosing healthier alternatives. Making fermented products high in probiotic activity while helping individuals who may be on diabetic, low cholesterol or heart healthy diet also is important to consider.

In conclusion, fermentation helps with preservation, provides variety to the diet, helps inhibit pathogenic microbial growth, helps enrich nutritional value, and provides new or improved flavors, aromas, and textures within our food supply.


PFC Fall Intern Program

Tour stops provide varied information


(Editor’s note: Each of the Fall 2012 PFC Interns submitted final papers on their experiences. Many of the papers are similar, detailing the stops on the “tour” in chronological order. Printed below is one such essay, chosen for its insights into a college student’s life. Different perceptions by various interns are offered next to photos of each tour stop on these pages.)

The Interns had an introduction to Tony’s Fine Foods in West Sacramento before heading into the refrigerated warehouse.

Mama Rosa’s owner Nicole Sandoval gave a complete tour of her family’s restaurant in Pleasanton.

Duane Luukkonen, executive chef at Thunder Valley Casino.

Sept. 28 – Mama Rosa’s, Pleasanton Oct. 5 – Tony’s Fine Foods, West Sacramento Oct. 12 – Thunder Valley Casino, Lincoln Oct. 19 – Nugget Markets, West Sacramento Oct. 22 – National Food Labs, Livermore Nov. 2 – Marin French Cheese Nov. 9 – Crystal, Modesto Nov. 16 – Taylor Farms, Tracy Nov. 30 – Acosta Food Broker, Pleasanton Dec. 7 – Concannon Winery (Final lunch), Livermore

PFC Intern Program Fall 2012 Schedule

By MORGAN REASE UC Davis

It seems not that long ago I was still going through the application process for the internship with the Perishable Foods Council and it’s already all over. In the course of 10 weeks we visited 10 different companies for a culinary behind-the-scenes. I did not know much about day-to-day operations in the food industry before my time with the Perishable Foods Council, and each tour gave me a little more knowledge and understanding.

We started our internship with more of a “meet, greet, and eat” than an actual tour. Down at Mama Rosa’s in Pleasanton we got a first-hand account of what it’s like to own and operate a restaurant. For most of my life I had wanted to open up my own restaurant, so this tour was of particular interest to me. I had been told before of the long hours and low wages of those in the restaurant business, hearing it from someone who was living it though solidified it for me. One thing this tour did for me was it really reaffirmed my decision to go to college rather than culinary school.

Our next tour was Tony’s Fine Foods, a food distributor in West Sacramento. I really enjoyed myself there seeing all the different products that they carry and how they go about the whole distribution process. I had heard of Tony’s before but the tour really opened my eyes to the actual scope of the company.

“The first week we met at Mama Rosa’s Italian Restaurant, which is a family owned business ... after we enjoyed their fine food she took us behind the house to see how a restaurant is run. ... She emphasized temperature control through the entire tour as required by law and how they produce their premium food. She talked about how hard it is to run a business because when you are an owner you work almost every day for 10-12 hours.”

– Lance Cabalona San Jose State

“... they showed us how a large perishable product distribution center works. They presented lots of information on how their company operates and gave us a walking tour of the facility. A highlight was the enormous, warehouse-size freezer that was a bit chilly to walk through.”

– Brian Miller UC Davis

“Our tour at Thunder Valley Casino was very fascinating and entertaining. ... There were at least four kitchens where the casino prepares the food. The executive chef, Duane Luukkonen was our tour guide and he showed us around the kitchen and shared with us how he manages everything from scheduling workers for shifts to catering for large parties and making sure everything goes smoothly. It all seems really hectic and a stressful job and a demanding environment, but Duane definitely is able to multitask and manage everything

under stress. I am impressed at how one man can manage so much at one time.

– Letitia Zhao UC Davis


By AIMEE THOMAS 2012 PFC Fall Intern

When I first joined the Perishable Foods Council Internship Program, I was excited to tour different facilities and meet new people. I also wanted to get an idea of what I wanted to do after graduation.

Bill Rudolph had mentioned in the beginning that being a member of this internship program will help you figure out what you want to do. After 10 tours, I find this to be true. With each tour, I became more aware of what was out there that I could do.

It was amazing how endless the list of jobs out there is for nutrition majors such as me. I thought the path ended at one point but it branches off to a number of different areas.

When I began at San Jose State University, I wanted to become a registered dietitian. There was no question about it or doubt in my mind. Four and a half years later plus being a part of PFC, I may want to go another direction. I still would like to become a registered dietitian one day, but until


Opening doors to career choices Rudolph said that sometimes you

end up doing something you did not want to do in the beginning. I agree with him on this philosophy. You may think you know what you are good at or what you want to do, but then find that you are better at something else. Occasionally, that something else may not turn up until you graduate from college.

Of all the tours with the PFC, I enjoyed the Concannon Winery and Acosta Sales & Marketing the most.

My interest in wine began when my older brother worked for Gallo Winery. He would bring home wine samples and have everyone try them.

On the PFC tour, it was interesting to learn how wine is processed, stored, and the science of winemaking and winetasting.

At Acosta, I enjoyed listening to the energetic food brokers. It was interesting to see how passionate they were about their jobs and how much

they enjoyed selling food products. They talked about a training program that lasts for two years with pay. After the program you are guaranteed a job. This is definitely something I want to explore and determine if it is right for me. I know that the job opportunities out there are endless, and I know that whatever I choose will be the right choice for me. If I do not become a RD, I will not be heartbroken. All I will know is that it was not in the cards for me and that my life was meant to go a different direction.

I have always been a fan of the saying, “Take chances, make mistakes, get messy!” from the Magic School Bus books. To me it means that life is never perfect and sometimes you have to step outside the box to figure out who you are and what you want to do.

Being a part of the PFC meant this to me. It scooped me up and took me on an adventure behind the scenes of places I have only seen from the outside. I want to thank the PFC and Rudolph for this program and for opening my eyes to so many possibilities.

This is an experience that I will never forget.

then, I want to keep my options open and experience new fields.

Thunder Valley Casino really impressed me with its food. I thought a casino buffet would just be tons of really mediocre fodder. But my mouth was actually watering while we went through the prep area in the back. The pastries especially smelled fantastic. The fact that they actually make all the food I saw in house everyday was surprising. The only part of the tour that disappointed me was the distinct lack of a free buffet meal. We all thought we were getting fed at the end and then Bill and the guys giving the tour went off to some meeting. Free buffets are not a subject to be taken lightly with starving college kids.

Touring Nugget Market was interesting because I was able to hear about what the store is like from a grocer’s perspective rather than my view as a shopper. Nugget also generously gave us all a ten-dollar credit for their stores and I got myself some high-end hot sauce that I otherwise wouldn’t have justified buying.

One of my favorite tours was the National Food Labs in Livermore. That’s a company I could see myself working for after I get my degree or even interning with them while I finish up my studies at UC Davis. I want to get into product development later on and seeing and hearing about what they do at the NFL sounded just right to me. Well the product development that they do sounded great to

me anyway, not so much the microbiology aspect of their testing. Prior to the tour I thought I probably wouldn’t enjoy a microbiology related job and I think I was right.

Cheese holds a special place very near to my heart and probably my arteries, too. Needless to say I was enjoying myself during our tour of Marin French Cheese. I learned a lot about cheese and the various ways that milk gets turned into that delicious gold. They also earned themselves a lifelong customer after I sampled some of their cheeses. Every cheese that came across my plate was obscenely delicious. If you haven’t had their schloss or their breakfast cheese, go

Tour stops offer varied perspectives Continued from Page 19




One Intern’s unique perspective

The Interns take time out for a team photo at National Food Labs in Livermore.

The tour stop at Nugget Market in Sacramento gave the interns an idea of how a retail grocery store operates.

Continued from

out and find some and make your taste buds happy. Crystal Creamery (formerly Foster Farms) was a cool tour

because I had never really understood the scope of the dairy industry until I saw so much packed into one facility. I also had no idea that so many company brands were produced by one manufacturer, that manufacturer being Foster Farms.

The phrase “made in house” took on a whole new meaning after our tour of Taylor Farms in that I learned all that phrase really means is that the store assembled what Taylor Farms made for them. It seems as though any pre-prepared produce affiliated item you buy probably came out of Taylor Farms. I was impressed by the sheer number of people that they had working there cutting fruit. I always just assumed there was some automated way of cutting up watermelons and pineapples until I saw the dozens of people with their knives just working away. Taylor Farms also sent all of us home with a big bag of prepared meals, which my housemates thoroughly enjoyed.

Our tour of the food brokerage Acosta was interesting because I had no prior knowledge of what a food broker really does. The main thing I took away from the tour though was that there are things I can do with my degree outside of the few jobs that I knew I could do. Hearing about the two-year internship training program they do every year was very intriguing to me and it is something I may choose to pursue later on when I’m closer to graduating. I also now know who to go to if I ever develop a product and want to get it into stores.

I bid farewell to the internship and my fellow interns at Concannon winery in Livermore. Having taken a winemaking course during my studies at UC Davis and having spent several years as a child helping my parents make wine, this tour was the first where I felt knowledgeable on what we were seeing. Concannon was by far the most aesthetically pleasing tour we had during the internship. When they opened up the big door to their barrel room with the massive cylindrical barrels it was like something out of Willy Wonka. We topped out tour off with food and paychecks, not a bad way to go out.

All in all my time as an intern with Bill (Rudolph) and the Perishable Foods Council was a very positive experience. I learned a great deal about what was out there in the food industry and the many paths my career can take. Through Bill I was able to obtain my first industry related position as a demo team member for Crystal Creamery. I have big ideas for what I will go on to do with my degree and this internship was undoubtedly a valuable stepping stone toward my future.

“Nugget Markets was the perfect grocery store to tour. Being a customer, I was very excited to see the operations of this retailer. Also, working in the past at another grocery store made this tour specifically of interest to me. We received a great overview of how products reach the shelves and become avail-able to customers. I appreciated seeing the exceptional customer service this company employs. The staff leading the tour was very helpful and happy to share their knowledge.”


“The National Food Labs was a great site to visit for any Nutrition major with any concentration. We saw where they do the sensory evaluation for the paid group, who are trained, and the general public. We also saw their test labs, the product plant where they can help come up with what packaging a product should have and how well it will sell. ...They also do testing for the FDA for the containers that are importing items. For any student studying nutrition, this is a great site to visit as it opens the door to many different opportunities.

– Margo Lang San Jose State


By AIMEE THOMAS 2012 PFC Fall Intern

When I first joined the Perishable Foods Council Internship Program, I was excited to tour different facilities and meet new people. I also wanted to get an idea of what I wanted to do after graduation.

Bill Rudolph had mentioned in the beginning that being a member of this internship program will help you figure out what you want to do. After 10 tours, I find this to be true. With each tour, I became more aware of what was out there that I could do.

It was amazing how endless the list of jobs out there is for nutrition majors such as me. I thought the path ended at one point but it branches off to a number of different areas.

When I began at San Jose State University, I wanted to become a registered dietitian. There was no question about it or doubt in my mind. Four and a half years later plus being a part of PFC, I may want to go another direction. I still would like to become a registered dietitian one day, but until


Opening doors to career choices Rudolph said that sometimes you

end up doing something you did not want to do in the beginning. I agree with him on this philosophy. You may think you know what you are good at or what you want to do, but then find that you are better at something else. Occasionally, that something else may not turn up until you graduate from college.

Of all the tours with the PFC, I enjoyed the Concannon Winery and Acosta Sales & Marketing the most.

My interest in wine began when my older brother worked for Gallo Winery. He would bring home wine samples and have everyone try them.

On the PFC tour, it was interesting to learn how wine is processed, stored, and the science of winemaking and winetasting.

At Acosta, I enjoyed listening to the energetic food brokers. It was interesting to see how passionate they were about their jobs and how much

they enjoyed selling food products. They talked about a training program that lasts for two years with pay. After the program you are guaranteed a job. This is definitely something I want to explore and determine if it is right for me. I know that the job opportunities out there are endless, and I know that whatever I choose will be the right choice for me. If I do not become a RD, I will not be heartbroken. All I will know is that it was not in the cards for me and that my life was meant to go a different direction.

I have always been a fan of the saying, “Take chances, make mistakes, get messy!” from the Magic School Bus books. To me it means that life is never perfect and sometimes you have to step outside the box to figure out who you are and what you want to do.

Being a part of the PFC meant this to me. It scooped me up and took me on an adventure behind the scenes of places I have only seen from the outside. I want to thank the PFC and Rudolph for this program and for opening my eyes to so many possibilities.

This is an experience that I will never forget.

then, I want to keep my options open and experience new fields.

Thunder Valley Casino really impressed me with its food. I thought a casino buffet would just be tons of really mediocre fodder. But my mouth was actually watering while we went through the prep area in the back. The pastries especially smelled fantastic. The fact that they actually make all the food I saw in house everyday was surprising. The only part of the tour that disappointed me was the distinct lack of a free buffet meal. We all thought we were getting fed at the end and then Bill and the guys giving the tour went off to some meeting. Free buffets are not a subject to be taken lightly with starving college kids.

Touring Nugget Market was interesting because I was able to hear about what the store is like from a grocer’s perspective rather than my view as a shopper. Nugget also generously gave us all a ten-dollar credit for their stores and I got myself some high-end hot sauce that I otherwise wouldn’t have justified buying.

One of my favorite tours was the National Food Labs in Livermore. That’s a company I could see myself working for after I get my degree or even interning with them while I finish up my studies at UC Davis. I want to get into product development later on and seeing and hearing about what they do at the NFL sounded just right to me. Well the product development that they do sounded great to

me anyway, not so much the microbiology aspect of their testing. Prior to the tour I thought I probably wouldn’t enjoy a microbiology related job and I think I was right.

Cheese holds a special place very near to my heart and probably my arteries, too. Needless to say I was enjoying myself during our tour of Marin French Cheese. I learned a lot about cheese and the various ways that milk gets turned into that delicious gold. They also earned themselves a lifelong customer after I sampled some of their cheeses. Every cheese that came across my plate was obscenely delicious. If you haven’t had their schloss or their breakfast cheese, go

Tour stops offer varied perspectives Continued from Page 19

Continued on



One Intern’s unique perspective

The Interns take time out for a team photo at National Food Labs in Livermore.

The tour stop at Nugget Market in Sacramento gave the interns an idea of how a retail grocery store operates.


out and find some and make your taste buds happy. Crystal Creamery (formerly Foster Farms) was a cool tour

because I had never really understood the scope of the dairy industry until I saw so much packed into one facility. I also had no idea that so many company brands were produced by one manufacturer, that manufacturer being Foster Farms.

The phrase “made in house” took on a whole new meaning after our tour of Taylor Farms in that I learned all that phrase really means is that the store assembled what Taylor Farms made for them. It seems as though any pre-prepared produce affiliated item you buy probably came out of Taylor Farms. I was impressed by the sheer number of people that they had working there cutting fruit. I always just assumed there was some automated way of cutting up watermelons and pineapples until I saw the dozens of people with their knives just working away. Taylor Farms also sent all of us home with a big bag of prepared meals, which my housemates thoroughly enjoyed.

Our tour of the food brokerage Acosta was interesting because I had no prior knowledge of what a food broker really does. The main thing I took away from the tour though was that there are things I can do with my degree outside of the few jobs that I knew I could do. Hearing about the two-year internship training program they do every year was very intriguing to me and it is something I may choose to pursue later on when I’m closer to graduating. I also now know who to go to if I ever develop a product and want to get it into stores.

I bid farewell to the internship and my fellow interns at Concannon winery in Livermore. Having taken a winemaking course during my studies at UC Davis and having spent several years as a child helping my parents make wine, this tour was the first where I felt knowledgeable on what we were seeing. Concannon was by far the most aesthetically pleasing tour we had during the internship. When they opened up the big door to their barrel room with the massive cylindrical barrels it was like something out of Willy Wonka. We topped out tour off with food and paychecks, not a bad way to go out.

All in all my time as an intern with Bill (Rudolph) and the Perishable Foods Council was a very positive experience. I learned a great deal about what was out there in the food industry and the many paths my career can take. Through Bill I was able to obtain my first industry related position as a demo team member for Crystal Creamery. I have big ideas for what I will go on to do with my degree and this internship was undoubtedly a valuable stepping stone toward my future.

“Nugget Markets was the perfect grocery store to tour. Being a customer, I was very excited to see the operations of this retailer. Also, working in the past at another grocery store made this tour specifically of interest to me. We received a great overview of how products reach the shelves and become avail-able to customers. I appreciated seeing the exceptional customer service this company employs. The staff leading the tour was very helpful and happy to share their knowledge.”


“The National Food Labs was a great site to visit for any Nutrition major with any concentration. We saw where they do the sensory evaluation for the paid group, who are trained, and the general public. We also saw their test labs, the product plant where they can help come up with what packaging a product should have and how well it will sell. ...They also do testing for the FDA for the containers that are importing items. For any student studying nutrition, this is a great site to visit as it opens the door to many different opportunities.

– Margo Lang San Jose State



Meet the 2012 Fall Interns San Jose State:

UC Davis: Lance Cabalona Sara Ellsworth Aimee Thomas Margo Lang Fatemeh Tabib Vi Tran

Morgan Rease Brian Miller Letitia Zhao Ulyen Lam Yingkang Xie Betty Kuhlmann

Shuang Shi Amylyn Brooks

“This internship was a great opportunity to survey a variety of elements within the food service industry. I gained more knowledge in these 10 weeks about how the food I buy from the stores gets around than I have ever known. Being one of the few interns not studying food science made this experience very rewarding for me. I have had an interest in working in this trade but lacked much information on the operations of the industry. Being able to tour an array of companies that all play a role in food service and retail was helpful in painting a better picture of what this business does. I am now better educated and have that much more passion for jumping into the food industry. I thank the Perishable Foods Council and Bill Rudolph for providing such an enlightening internship that has helped me better understand my future career possibilities.”


Thank you so much for giving me the opportunity to be a PFC intern! It’s amazing how many pathways a person can go through to reach his/her career. I never knew how big the food industry is.

This experience has been so wonderful and insightful. I feel a bit calmer now when I go out into the real world because I know I have many connections now and have you as a resource.

I always had my mind set on what I wanted to do and how I’m going to do it, but PFC taught me a life lesson on being more open minded. I had a strong viewpoint that if you emphasized in dietetics, you should be in a clinical or hospital setting and help others. Now I see that there are other things we can do in the nutrition field. We just need to push ourselves into whichever direction we want.

I see how nutrition is definitely valuable in the food industry. I also see how broad the food and nutrition industry is.

Thank you so much for a wonderful semester. I always looked forward to Fridays once Monday hits around, but now it is over, my heart is a bit broken. I will definitely keep in touch with you.

– Vi Tran San Jose State


Excerpts from PFC Fall Intern Essays

Stellar group offers impressions of tours

The Interns loved the sampling opportunities provided by host Marin French Cheese Co., which was celebrating its 30th Anniversary.

“The tastiest trip was the tour to Marin French Cheese Factory! We all had a good time trying different kinds of cheese and listening to the stories behind them. This is my first time in learning names like original Brie, Triple Cream, Schloss and Camembert and matching them with the taste. Overall, most of us are foodies and this is why we have particular interests in the food industry.”

– Yingkang Xie UC Davis

“At the last internship site, Concannon Winery, which is a state historic monument, grapes from onsite or outside vineyards were crushed, fermented and held for the wine making process.

Concannon Winery also houses a laboratory on the premise that controls the quality and acidity of the wine, a warehouse full of oak barrels for aging of wine, 20-40-foot stainless steel containers for storage of wine, and a modern elegant restaurant and a tasting room for enjoying the wine. The winery is housed in a picturesque setting, warm sunshine, pale blue skies, rolling green hills, perfect rows of vineyards and a charming 19th century Victorian house. There couldn’t have been a more beautiful setting to end this amazing internship, where I not only learned about the science and business behind food, but most importantly the human drive sustaining it. I learned that behind every product, dish, and service was a hard-working man or woman, passionate about food, their careers and serving people.”

– Fatemeh Tabib San Jose State

The final stop of the internship is a celebration at Concannon Winery in Livermore. Besides an informative discussion of how wine is made from grape to bottle, the cask room is a pleasant and restful stop.

“Even though our time together was short I felt like all of the interns were a group of people that will do lots of good in the food industry. All of our majors were slightly different yet we all had the common goal of learning from this experience. This internship has shown and taught me so much more than I would have expected. I am glad I got to go with a great group of people that I could talk to and learn from as well. In the end I learned most of all that the food industry does have a place for me, I just have to know where to look. “

— Amylyn Brooks

This internship did an amazing job showing how food is collected, processed, packaged, and then shipped. Through this experience and leaning about the different stages of food, I have obtained a better understanding of the food business. It was an eye-opening experience to see how much food needs to travel to get to us, the customers. The food industry has many complex components that involved many employees of all economic level and skill.

– Vi Tran San Jose State



Additional tour reflections

Interns ... and their goody bags ... at Taylor Farms in Tracy. That’s PFC Board member Gussie Jones waving at left in the back row.

The fast-moving production lines at Crystal Creamery in Modesto had the Interns suiting up in sanitation gear for the tour.

“At a visit to Crystal Creamery, 18-wheelers trucked in hundreds of thousands of gallons of milk every day to be pasteurized, powdered, condensed, or transformed to delicious products such as butter, cottage cheese and ice-cream. The factory itself was filled with complex machinery, control rooms, and automated assembly lines, but what I was most impressed with was the taste of ice-cream fresh off the line; creamy, sweet, and just divine!”

– Fatemeh Tabib San Jose State

“This tour brought attention to the intricacies of the fruit and vegetable manufacturing industry. Taylor Pacific Farms provides a vast amount of products from fruit and vegetable trays to premade lasagnas and pasta dishes. In order to make these products, the company uses a processing line method where each employee adds a certain ingredient to the product. This method seemed to be very efficient and effective. The facility has an entire room dedicated to tomato processing. The tomatoes that are processed here can go to fast food restaurants to top burgers or go into making salsa. In order to tour this facility, each person was given a white coat, hair net and gloves. Since there are so many different products made in this facility that could carry pathogens or microbes, it is necessary to follow all protocols to ensure safe products for the consumers. Taylor Pacific Farms has a shelf life and food safety department on site to control and monitor the products for stability and consistency.”

– Betty Khulmann UC Davis

“My favorite site visited was the Acosta Food Broker, where we learned about the role of sales agents and the manner in which they negotiate the placement of products on store shelves and determine wholesale prices for different foods. My participation in the Perishable Foods Council Internship has not only been memorable, but has been an eye-opening experience. I complete this internship with a greater understanding for the diversity of the food industry and the confidence that, someday, I will work among the fine people I met along the way. “

– Sara Ellsworth San Jose State

The Interns arrived at Acosta Sales & Marketing in Pleasanton just as the Christmas tree had been decorated.


Irene Lunardi Irene Elizabeth Lunardi of San Mateo

died Oct. 8, 2012. She was 82. She was the beloved wife of Alfred

Lunardi, who founded the Lunardi’s Markets chain with a small grocery store in San Francisco in 1953 and grew it into eight Bay Area stores. She was the mother of Paul Lunardi and the late Ralph Lunardi, who followed their father into the family business.

She was a native San Franciscan and attended Commerce High School. Irene met Alfred in 1955 and they were married in 1957. In 1958 she had her first son Ralph Lunardi and in 1961 she had her second son Paul Lunardi.

She was an avid reader and loved to play Bocce Ball and also was a big fan of the San Francisco 49ers and Giants. She also had a passion for cooking. At every store the Lunardi Family opened, she always prepared the first basket of strawberries for the grand opening of each location.

Services have been held. Donations may be made in her name to UCSF, Helen Diller Family Comprehensive Cancer Center, 1600 Divisadero Street, 4th Floor, San Francisco, Ca 94115-3010.

Tony Kunis Tony Kunis of Reser’s Fine Foods died

at home on Nov. 20 He was 58. He succumbed to pancreatic cancer after a valiant fight.

Tony and wife Elaine were well-known in the RFA community, attending every conference and tour available.

Tony was quick with a laugh and went out of his way to make others feel comfortable and welcomed. His greatest joy was his family, including his three children: Rebecca, Emily and John.

Tony served as Vice President of Operations at Reser’s, after having worked at the company for most of his career in various positions.

He took great pleasure in physical activity and the companionship of his friends and family.

Services have been held. Donations may be made in Tony’s name to the Providence Portland Medical Foundation.

Obituaries Upon completing the Perishable

Food Council Internship and graduating from San Jose State in May, former intern Keri Waller is creating new relationships between food and her community. Through a year long AmeriCorps position at Veggielution Community Farm, Keri is working directly with her community of East San Jose to increase food access and knowledge about freshly grown vegetables and fruit. She has fallen in love with this organization, its mission, and all the folks involved in the community around her.

“My relationship with food has significantly changed since working at Veggielution. A strong appreciation of the nature and our environment is cultivated when one experiences the entire process of growing food, from seed to harvest to table,” she said.

Veggielution Community Farm was founded 5 years ago by San Jose State students as they sought a place in urban downtown San Jose to grow their own vegetables and fruit. As the project progressed, Veggielution quickly grew into an organization seeking to build community through creating a sustainable food system in an extremely urban area. Produce grown by staff, AmeriCorps members like Keri, and community volunteers is funneled directly back into the community through cooking and nutrition lessons for adults and youth, a low cost farm stand, subsidized Community Supported Agriculture (CSA) boxes, and school garden programs.

Keri’s role at Veggielution is focused on youth education. She collaborates with fellow education team members to coordinate a variety of programs for youth in the community, but her primary focus is managing a school garden at McKinley Elementary in East San Jose. There are

currently two schools with garden programs from Veggielution, Goss Elementary and McKinley Elementary.

At each of the schools, garden lessons focusing on science and nutrition are provided for students. Students who attend these schools would not be exposed to science until 5th grade without the garden lessons provided by Veggielution’s education team. Current projects at both school garden sites include a mural focusing on the agriculture and cultural history of east San Jose, bringing after school nutrition demonstrations and cooking lessons to both sites, and using food grown by students, teachers, and parents in the school’s cafeteria.

Keri will engage approximately 350 students through her garden lessons, while the entire school garden program will reach more than 700 students throughout the 2012-2013 school year. Also a part of her role at Veggielution is co-teaching a high school empowerment program during the spring and summer. This program focuses on sustainable farming skills, professional and job skills, entrepreneurship and enterprising, and social justice in the community.

Through the diversity of work experiences at Veggielution, Keri has been given the opportunity to sharpen a variety of skills, as well as learn new ones. Her job involves teaching, managing, project and event planning, outreaching and community organizing, sustainably farming, and protecting the environment. Each of these faucets of Keri’s work are connected and understood through food.

“Food is a common necessity and as a result, brings together diverse people and concepts,” she said. “I feel extremely lucky to have gotten the opportunity to get involved in Veggielution’s work. The Perishable Food Council helped cultivate a deep interest in our food industry and Veggielution has helped me diversify that deep interest, taking it to a much more communal level. Seeing food from a variety of perspectives has been a wonderful experience for me.”

Intern alum in real world


Retailer in the news

Safeway continues to support vets Safeway Inc. of Pleasanton

has announced it will expand its support of America’s military veterans by hiring at least 1,000 military veterans in 2013 to add to the more than 1,300 hired in 2012.

In addition, the company raised money on Veterans Day weekend in November for organizations that help veterans recover from service- related injuries and/or return to the civilian workforce.

The hiring and financial commitments reinforce Safeway’s longstanding dedication to honoring and supporting the country’s military. From donating and shipping more than 2,000 care packages to soldiers serving overseas, to continuing full benefits for Safeway employees who are called from reserve to active duty, to training and placing veterans into highly sought-after positions, the company demonstrates its appreciation to those who serve in the military.

“We are honored to assist those who have protected our

freedom at home and abroad,” said Larree Renda, Safeway Executive Vice President and Chair of The Safeway Foundation. “Likewise, we have tapped into the knowledge and leadership skills of these remarkable professionals to enhance our workforce. We urge other companies to do the same and benefit from the talent that comes with military experience.”

Though Safeway has supported the Armed Forces and military personnel for years, 2012 marks the second year that the company has dedicated the three-day Veterans Day weekend to raising money for key veteran- related causes. In 2011, the company raised $1 million for the Wounded Warrior Project, an organization that provides medical and emotional support to “wounded warriors” who incurred service-related injuries on or after September 11, 2001. This year, The Safeway Foundation’s Nov. 9- 11 fundraising effort in most stores also benefitted various

organizations and outreach programs that help veterans gain the skills and resources necessary to transition to civilian jobs.

In addition to our goal of hiring more than 1,000 military veterans both in 2012 and 2013, Safeway has created an ambitious and successful Junior Military Officer and Non-Commissioned Officer program to train and place veterans in top store and backstage leadership positions. The 41-week intensive training program includes a combination of on-the-job training, mentoring, classroom seminars, job shadowing and independent study, as well as participating in numerous department and key leadership strategy sessions.

At the end of the program, participants are qualified to hold a number of leadership positions, including Store Manager and Warehouse Superintendent. Supporting veterans and the military is part of Safeway’s overall focus on corporate social responsibility and

making a difference in the communities it serves.

The company is an industry leader in environmental sustainability, ethical business practices and effective community outreach. Safeway upholds an operating philosophy that is rooted in corporate social responsibility focused on four key fundamentals: People, Products, Community, and the Planet. These fundamentals are “The Heart of Safeway,” bringing together a passion for food and serving customers with the rapidly developing needs of communities and the planet. In 2011, the company raised and donated more than $180 million for hunger relief, education and the previously mentioned important causes.

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 1,644 stores in the United States and western Canada and had annual sales of $43.6 billion in 2011.

1/3-page ad here genova deli 4-c p.u. from fourth q. 2012 p. 24 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, AuthenticLocally Made 925-938-1590 Walnut creek, cA

co-sales company 925-973-6106 (Walker Millner)


Retailer in the news

Safeway continues to support vets Safeway Inc. of Pleasanton

has announced it will expand its support of America’s military veterans by hiring at least 1,000 military veterans in 2013 to add to the more than 1,300 hired in 2012.

In addition, the company raised money on Veterans Day weekend in November for organizations that help veterans recover from service- related injuries and/or return to the civilian workforce.

The hiring and financial commitments reinforce Safeway’s longstanding dedication to honoring and supporting the country’s military. From donating and shipping more than 2,000 care packages to soldiers serving overseas, to continuing full benefits for Safeway employees who are called from reserve to active duty, to training and placing veterans into highly sought-after positions, the company demonstrates its appreciation to those who serve in the military.

“We are honored to assist those who have protected our

freedom at home and abroad,” said Larree Renda, Safeway Executive Vice President and Chair of The Safeway Foundation. “Likewise, we have tapped into the knowledge and leadership skills of these remarkable professionals to enhance our workforce. We urge other companies to do the same and benefit from the talent that comes with military experience.”

Though Safeway has supported the Armed Forces and military personnel for years, 2012 marks the second year that the company has dedicated the three-day Veterans Day weekend to raising money for key veteran- related causes. In 2011, the company raised $1 million for the Wounded Warrior Project, an organization that provides medical and emotional support to “wounded warriors” who incurred service-related injuries on or after September 11, 2001. This year, The Safeway Foundation’s Nov. 9- 11 fundraising effort in most stores also benefitted various

organizations and outreach programs that help veterans gain the skills and resources necessary to transition to civilian jobs.

In addition to our goal of hiring more than 1,000 military veterans both in 2012 and 2013, Safeway has created an ambitious and successful Junior Military Officer and Non-Commissioned Officer program to train and place veterans in top store and backstage leadership positions. The 41-week intensive training program includes a combination of on-the-job training, mentoring, classroom seminars, job shadowing and independent study, as well as participating in numerous department and key leadership strategy sessions.

At the end of the program, participants are qualified to hold a number of leadership positions, including Store Manager and Warehouse Superintendent. Supporting veterans and the military is part of Safeway’s overall focus on corporate social responsibility and

making a difference in the communities it serves.

The company is an industry leader in environmental sustainability, ethical business practices and effective community outreach. Safeway upholds an operating philosophy that is rooted in corporate social responsibility focused on four key fundamentals: People, Products, Community, and the Planet. These fundamentals are “The Heart of Safeway,” bringing together a passion for food and serving customers with the rapidly developing needs of communities and the planet. In 2011, the company raised and donated more than $180 million for hunger relief, education and the previously mentioned important causes.

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 1,644 stores in the United States and western Canada and had annual sales of $43.6 billion in 2011.

1/3-page ad here genova deli 4-c p.u. from fourth q. 2012 p. 24


Calendar

1/8-page here gourmet demo p. u. from 4th quarter 2012 p 29

Absolute Sales ..... 17 CSW Brokerage .. 2 Genova .................. 26 Gourmet Demo .... 27 Marin Cheese ...... 11

Ad index

January 20-22 – Winter Fancy Food Show,

San Francisco. Information: www.specialty-foods.com.

21 – Martin Luther King Day. 26 – Perishable Foods Council

Winter Gala, Silverado Inn, Napa. Information: www.perishablefodscouncil.com.

27-30 – IDFA’s Dairy Forum 2013, JW Marriott Orlando Grande Lakes Orlando, Fla. Information: www.idfa.org.

29-31 – International Meat Expo & International Poultry Expo, Georgia World Congress Center, Atlanta. www.ime13.com.

February 10-13 – National Grocers

Association Convention, Mirage Hotel, Las Vegas. Information: www.thengashow.com.

10-13 – MeatXpo, Las Vegas. Information: 510-763-1533.

18 – Presidents Day. 24-27 – Refrigerated Foods

Association Conference, Doral CC, Miami. Information: www.refrigeratedfoods.org.

March 1-3 – International Fiery Foods &

Barbecue Show, Albuquerque. Information: www.fiery-foods.com.

7-10 – Natural Products Expo West, Anaheim Convention Center. Information: www.expowest.com.

10-12 – International Boston Seafood Show, Boston Convention &

Exhibition Center, Boston. www.bostonseafood.com.

18-21 – ECRM: Private Brand Foods; Marriott Napa Valley Hotel & Spa Napa. Information: www.ecrm-epps.com.

19-21 – ECRM: Fresh & Frozen Foods; Marriott Napa Valley Hotel & Spa, Napa. Information: www.ecrm- epps.com.

19-21 – International Pizza Expo, Las Vegas Convention Center. Information: www.pizzaexpo.com.

21-24 – PLMA’s Annual Meeting & Leadership Conference, J.W. Marriott Desert Springs, Palm Desert. Information: www.plma.com.

26 – Passover. 31 – Easter.

April 11 – CIGA’s Installation Banquet, Cafeteria 15L, Sacramento. Information: CIGA.org. 12 – Northern California Spring

Event; Network of Executive Women Danville. Information: www.newonline.org.

15-17 – NFRA Executive Conference National Frozen & Refrigerated Foods Association, Tempe Mission Palms Hotel & Conference Center, Tempe, Ariz. Information: www.NFRAweb.org

17 – Mike Hudson Distributing Food Show, Sonoma County Fairgrounds, Santa Rosa. www.mikehudsondist.com.

18-20 – California Cheese & Butter Convention, Sonoma Renaissance Resort & Spa, Sonoma. Information: www.cacheeseandbutter.org.

20-24 – WAFC Convention, Marriott Desert Hot Springs, Palm Desert. Information: www.wafc.com.

May 5 – Cinco de Mayo. 18-21 – NRA Show 2013 National

Restaurant Association, McCormick Place, Chicago. Information: www.restaurant.org.

21-23 – Sweets & Snacks Expo, McCormick Place, Chicago. Information: www.sweetsandsnacks.com.

27 – Memorial Day. June

2-4 – IDDBA Expo, Orlando. Information: www.iddba.org.

5 – CIGA Golf Tournament, Sonoma. Information: ciga.org.

12 – Tony’s Fine Foods Show, Sleep Train Arena, Sacramento. Information: www.tonysfinefoods.com.

12-13 – Unified Grocers Expo, Long Beach Convention Center. Information: www.unifiedgrocers.com.

30-July 2 – Summer Fancy Food Show, Jacob K. Javits Convention Center, New York. Information: www.specialtyfood.com

July 4 – Independence Day. 26-28 – Foodservice Conference

and Exposition. Produce Marketing Association, Monterey. Information: www.pma.com.

August 8 – Mike Hudson Distributing

Holiday Show, Hyatt Vineyard Creek Hotel, Santa Rosa. Information: www.mikehudsondist.com.

Saag’s.......................9 Tony’s Fine Foods

....................Cover Trax Industrial .... 2

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