As an Alliance Member what might I want to know about a

fellow member?

• Mission/Hedgehog

• Values- What do we stand for

• How do we tick? What is our business model?

• How do we manage through this economy?

WEAKNESSESSTRENGTHS

THREATSOPPORTUNITIES

Mission Statement

Darlington strives to provide Innovative, Shelf Stable,

Convenient Baked Goods of the Highest Quality and Taste

Experience to the Foodservice Industry

“Cookies you can’t underbake, overbake or forget to bake”

Core Values

To be a growing, viable and profitable foods company dedicated to our customers and our success.

To foster a culture of creativity, ideas, participation, acceptance of change, mutual respect and encouragement,

and irreverence to the status quo.

The customer is our most important daily focus - they should receive and deserve the same service and value we each look for in our own lives.

We will treat all of our business associates as we treat ourselves - with integrity and respect.

Support and challenge each other to grow professionally while maintaining a respective balance with our personal lives.

Act responsibly to our business, ourselves, our families and our community.

Core ValuesHow do we apply them

A. Recruiting Process• selection of like minded people

B. Onboarding• we try to be good shepherds• organized process, implemented by management &

staffC. CoachingD. Open & Consistent Communication

• Tuesday total team-ups• Huddles• meeting regularity • pull down walls-change the atmosphere

What makes us tick?

We’re a virtual company• We’re the Nike of the small, Midwestern baked goods

industry• a brand with productsWe focus on our strengths & sustain a competitive advantage• build barriers to entry for competitors• story of Chinese table tennis coachWe, therefore are a Sales & Marketing Company• We’d better be the best at what we do

Our Business Model

Sales- “The Darlington Way”

• a structured sales management process

• track and measure; constant, consistent, open

• drive ROI & growth• Rates of growth, hunt elephants

• focused time & area management • 80/20 rule focus

distributors

Marketing - “The Darlington Way”

• a picture is worth a thousand words-

a sample is worth a thousand pictures

• create ambassadors• get inside the org. chart

• constant touches: create share of mind

How we manage our Company

A. Plan your work, work your plan• Have a plan-communicate it openly• Share your plan and progress- Sharepoint portal

B. Regular consistent meetings1. Weekly sales huddle

• Highlights• find roadblocks

2. Weekly management huddle• Key issues for each manager

3. Monthly management Meeting• Rear window: short-term company issues, indicators• Front windshield: review of financials, sku growth,

projected sales, elephant kills4. Quarterly Management Meetings

• Big issues confronting the company

Who are our Customers

Distributors who sell to Non-commercial operators• School districts

• Healthcare- CTC, Acute• Daycare• Camps

• Catering-box lunches• Lodging-express hotels

Military

Private Label• Other branded distribution outlets

• Products that are not brand builders to Darlington

Who are our Competitors

Nabisco/Kraft 54B

Keebler 13B

Little Debbie 1.2B

Otis Spunkmeyer 800MM

J & J Snack Company 750MM

Rich’s 600MM

Bake Crafters 7MM

How is it Working?

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