Fire Up Frozen Food Sales

EnergySavings

Spending $1 in energy is equivalent to selling an additional $59 in product.

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Fire Up Frozen Food

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The Wisconsin Legislature stands adjourned. The two-year legislative cycle produced more than 975 Assembly Bills and 785 Senate Bills. Page 8.

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wisconsingrocers.com | Spring Issue 2016

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2016 Spring Issue WISCONSIN GROCER 3





2016 Spring Issue

Please help us conserve resources. If you are receiving multiple copies or wish to be removed from this mailing list, pleasecall the WGA office at 888/342-5942.

Wisconsin Grocer is published four times a year by:Wisconsin Grocers Association, 33 East Main Street, Suite 701, Madison, WI 53703 • www.wisconsingrocers.com.

Toll free 888/342-5942; fax 608/244-9030. Materials in this publication may not be reprinted in any form without permissionof the Wisconsin Grocers Association.

EDITORIAL INFORMATION: Publication dates; March, May, August, December. Please submit all press releases and stories toBrandon Scholz, Publisher, at the Wisconsin Grocers Association; toll free 888/342-5942; fax 608/244-9030. WisconsinGrocer magazine is designed by Lorraine Ortner-Blake, [email protected].

ADVERTISING INFORMATION: Please submit all advertising material and questions to Cheryl Lytle, Wisconsin Grocers Association,33 E Main Street, Suite 701, Madison, WI 53703, call 608/244-7150; fax 608/244-9030; email [email protected].

The Wisconsin Grocer Magazine is printed at Thysse Printing, Oregon, Wisconsin.

WGA OfficersChairman MarlinGreenfield, Skogen’s Festival Foods

Vice-Chairman Jeff MaurerFresh Madison Market, Madison, WI

Secretary/Treasurer William Dowling, Roundy’s Supermarkets,Inc., Milwaukee, WI

Immediate Past Chairman Dave RymanCertco, Madison, WI

Board of DirectorsDave AlthoffCoca-Cola Refreshments, Milwaukee, WI

Greg Cross SpartanNash, St. Cloud, MN

Bob FlemingMeadowbrook/Fox Run Sentry, Waukesha, WI

Michelle HarringtonAlbrecht Sentry, Delafield, WI

Greg HansenHansen’s IGA, Bangor, WI

Bob “BJ” JaskolskiSupervalu, Pleasant Prairie, WISteve LoehrKwik Trip, La Crosse, WI

Paul LucasMillerCoors, Milwaukee, WI

Robert Rothove Affiliated Foods Midwest, Kenosha, WIToby SpanglerDiageo, Madison, WIDave Spiegelhoff, Gooseberries Burlington, WI

Don SymondsLipari Foods, Warren, MI

Jeff TateWatertown Piggly Wiggly, Watertown, WI

Dan WilliamsonKemps

WGA StaffPresident/CEOBrandon Scholz

Executive Vice President Michelle KussowEvents DirectorCheryl LytleOperations DirectorSarah Decorah Member Service RepresentativeMark StellpflugExecutive Director, WGA Education and Scholarship FoundationDave Kotwitz

THE PRESIDENT'S PERSPECTIVE 7R & R: Rights and Responsibilities

GOVERNMENT AFFAIRS 8Bills Summary

MEMBER SERVICE UPDATE 12Skin in the Game

ENERGY SAVINGS 16Reversing the Great Energy Escape

WGA BUSINESS PARTNERS 20Profiles and Business Cards

INDUSTRY PULLS TOGETHER TO FIRE UP FROZEN FOOD SALES 22

Frozen. Yes, it’s a word with several meanings.

MEMBER EVENTS & HAPPENINGS 24

PROFESSIONAL CARDS 28

ADVERTISERS

Affiliated Foods Midwest . . . . . . . . . . . . . . . . . . . . . 2, 28Anheuser-Busch . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20, 28Badger Inventory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28Berres Brothers Coffee Roasters . . . . . . . . . . . . . . . . . 28Case Sales and Installation . . . . . . . . . . . . . . . . . . . . . . 19Certco Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28, 31Climate Pros Inc. . . . . . . . . . . . . . . . . . . . . . . . . 17, 18, 28Crystal Farms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30DBS Group . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15, 18, 20Faith Technologies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Goodman’s Jewelers . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

H Brooks & Company . . . . . . . . . . . . . . . . . . . . . . . . . 6, 20Lipari Foods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 21, 30MillerCoors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20, 30Pan O Gold . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30Roundy’s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30Russ Davis Wholesale . . . . . . . . . . . . . . . . . . . . . . . . . 3, 30Shullsburg Creamery . . . . . . . . . . . . . . . . . . . . . . . . 11, 30Society Insurance . . . . . . . . . . . . . . . . . . . . . . . . . . . 30, 32SpartanNash . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27, 30Supervalu . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Wisconsin Lottery . . . . . . . . . . . . . . . . . . . . . . . . . . . 13, 30Zone Mechanical Inc. . . . . . . . . . . . . . . . . . . . . . . . 17, 18

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Check out the WGA Foundation publication included with the Spring Issue of the Wisconsin Grocer. November 9, 2016


6 WISCONSIN GROCER


responsibility to make sureothers do as well. We have aresponsibility to make surepeople have a basis to make aninformed decision on who tovote for and why. Certainlyyou can try and convince themto support your candidate, butit starts with getting peopleinvolved and voting.

The primary spring electionthis past February had a tenpercent turnout statewide.Frankly, that’s embarrassing.For all of the people who havefought and given their livesover the decades to insure ourfreedoms and rights—likevoting—ten percent is all wecan muster to say thanks?

We have a responsibility tovote. It is a right. We candecide if conservative JusticeRebecca Bradley should beelected to the Wisconsin StateSupreme Court or if the liberal

faction of thecourt will bejoined by JudgeJoanneKloppenberg.

We can decidewho will be thestandard bearersof theRepublicans andDemocrats asthey battle for theWhite House.

Voting is the ultimateopportunity to be a part of theprocess. It is a right that we allhave and we need to exercisethat responsibility on ElectionDay.

April 5th, 2016 is the SpringGeneral Election and thePresidential Primary Electionin Wisconsin. The WisconsinGrocers Association encouragesall of its members to make iteasy for their employees tovote and to help provide themwith information (if they needit) about the upcomingelections.

But the responsibilities don’tend after April 5th. Statelegislators willbe formingtheir re-electioncampaigns andnew candidateswill beentering thefield looking tobe elected forthe first time.This is aperfectopportunity toget to knowthe legislatorsand candidates.Invite them tothe store tomeet youremployees and explain what ittakes to run a grocery store orone of the many variedbusinesses of our Alliedmembers.

It is a great time to talk aboutsome of the grocer issues thatwill come before them in 2017when they return to Madisonto conduct “the people’sbusiness.”

Wisconsin will be on the

national watch list because ourelection for the US Senatemost likely will determinewhether the Republicansretain, or the Democrats gaincontrol of the U.S. Senate.Incumbent Republican RonJohnson is being challenged byformer Democratic SenatorRuss Feingold. This is certainlygoing to be a ‘battle of thetitans’ campaign and one thatwill be hard to ignore based on

the amount ofmoney whichwill be spent onthe race.

Voters in the 8thcongressionaldistrict will electa newRepresentative toCongress to fillthe seat left openby Reid Ribble.CongressmanRibble was astrong supporterof the groceryindustry andWisconsingrocers will haveto sort through

the candidates to determinewho would be our strongestsupporter in the coming years.

I have been involved in politicsone way or another since 1974and I have never, ever seen apresidential race like this one.Bizarre is a word that comes tomind. Scary is another.

I’ll take my vote to thevoting booth to do my part.I hope you do, too.

Brandon Scholz WGA President and CEO

THE PRESIDENT’SPERSPECTIVE

2016 Spring WISCONSIN GROCER 7

By now, you’ve probablyhad your fill of Republicanand Democraticpresidential primarydebates and town hallmeetings, 24/7 newscycles, political attacks,personal insults and theoccasional discussion ofissues.

The good news is that thepresidential primaries andWisconsin Spring Elections arealmost over. However, we’restill going to go through thesummer and fall deciding whowill be our next president,U.S. Senator, members ofCongress and who willrepresent you in the statelegislature. You’ll vote again inthe August primary and theNovember general election.

The sad news is that not manypeople care about votingbecause theyare turned offby politicalcampaigns andthe candidates.They shouldcare. It is theirresponsibility toput goodpeople intooffice and keepthose who arewrong on theissues, orsimply just idiots, out ofoffice.

I believe we all have a role inthis process, not just exercisingour right to vote, but our

I believe we allhave a role in thisprocess, not justexercising our right to vote, butour responsibilityto make sureothers do as well.

Wisconsin will be on the nationalwatch list becauseour election for theUS Senate mostlikely will determinewhether theRepublicans retain,or the Democratsgain control of theU.S. Senate.

R & R: Rights and Responsibilities



ByMichelleKussowWGA ExecutiveVice President

Government Affairs

Effective March 15, 2016, the Wisconsin Legislature standsadjourned. The two-year legislative cycle that began January,2015 produced more than 975 Assembly Bills and 785 SenateBills. Of these 1,700-plus bills, more than 250 have alreadybeen signed into law by Governor Walker, and another 50 arewaiting to be signed.

Every session the WGA monitors each bill that is introduced todetermine if it could have an impact on those in the groceryindustry. In addition, the WGA proactively works to have specificlegislation introduced. This session, the WGA actively engaged on48 issues before the Legislature. Following is a summary of the keyissues and their outcomes.

BILLS PASSED AND SIGNED INTO LAWSpirit Sampling, 2015 Wisconsin Act 10WGA Position: SupportSummary: Effective April 10, 2015, Class A retailers are allowed toprovide liquor samples limited to .5 ounce sample per day perperson between the hours of 11:00 a.m. and 7 p.m.

Tax Exemption for Sale of Heavy Truck or Trailer*WGA Position: SupportSummary: This law clarifies that sales tax does not apply to thefederal excise tax assessed on the purchase of new heavy trucks andtruck trailers. The change is retroactive and applies to salesbeginning on September 1, 2014.

NLRB’s Joint Employer Ruling Remedy: Wisconsin 2015 Act 203WGA Position: SupportSummary: Reverses the National Labor Relations Board’s ruling onjoint employers by excluding a franchisor from classification as theemployer or employee of a franchisee for purposes of certainWisconsin laws relating to employment (worker’s compensation,unemployment insurance, employment discrimination, minimumwage, and wage payments).

Liquor Bans and Retaining Invoices*WGA Position: SupportSummary: This law updates Wisconsin’s Tax Code to allow retailersthe option to retain liquor invoices electronically. The law alsorepeals an archaic provision that would have allowed elimination of

liquor licenses in a municipality via referendum.

Statewide Preemption on Plastic Bags andContainers*WGA Position: SupportSummary: Municipalities are no longer allowed to enact ordinancesthat regulate containers, including plastic bags, insulated sleevesand food containers. The law does not include local recyclingordinances, and specifies that future legislation banning, taxing orplacing a fee on containers must be applied statewide.

One Day of Rest in Seven: 2015 Wisconsin Act 55WGA Position: SupportSummary: This provision was signed into law as part of the statebudget and allows employees to voluntarily choose to work withouttaking the mandatory one day of rest in seven.

City of Milwaukee Tobacco Licenses*WGA Position: Neutral Summary: This law allows the City of Milwaukee to suspend,revoke or renew a tobacco product license if the retailer does any ofthe following: 1) violates certain restrictions relating to the sale ofcigarettes and tobacco; 2) keeps premises that are disorderly,riotous, indecent, or improper; 3) has knowingly permittedcriminal behavior on the premises; 4) has been convicted ofmanufacturing, distributing, or delivering, or possessing with theintent to manufacture, distribute, or deliver, a controlled substance;or 5) knowingly allows another person on the licensed premises tomanufacture, distribute, or deliver, or possess with the intent tomanufacture, distribute, or deliver, a controlled substance.

Mandatory Leave for Organ Donation*WGA Position: NeutralSummary: This law requires businesses with 50 or more full-timeemployees to allow a worker to take no more than six weeks ofunpaid leave for a bone marrow or organ donation. Specifically, thelaw applies only to the time required to undergo the donation andrecovery; Requires employees using the leave to providedocumentation confirming they are an eligible match to serve as adonor for someone who needs a bone marrow or organ transplant;and Applies only to employees who have worked at the business for52 consecutive weeks and at least 1,000 hours.

*As of press time, these bills had passed both houses and wereawaiting the Governor’s signature to be signed into law.

Bills Summary



BILLS THAT PASSED BILLS THAT DID NOT PASS BILLS THAT DID NOT PASSWGA Opposed WGA Supported

>

• Spirit Sampling

• Tax Exemption forSale of Heavy Truck orTrailer*

• NLRB’s JointEmployer RulingRemedy

• Liquor Bans andRetaining Invoices*

• StatewidePreemption on PlasticBags and Containers*

• One Day of Rest inSeven

• Food Stamp Reforms*

• City of MilwaukeeTobacco Licenses*

• Mandatory Leave forOrgan Donation*

*As of March 16, 2016,these bills had passedboth houses of theLegislature and wereawaiting signature by theGovernor.

• Food Stamp NutritionRequirements

• School Starting Date

• Paid Sick Leave

• Terms and Conditionsof Gift Cards

• Unfair SalesAct/Minimum Markup

• Novelty Lighters

• Cookie Bill

• Sales Tax Increase for Roads

• Raw Milk

• Audit Reforms

• Growlers

• Roundabouts

• Rate Equality

• Personal Property Tax

BILLS THAT WGASUPPORTED, BUT DID NOT PASSAudit ReformsWGA Position: SupportSummary: Several bills were introduced aimed atthe following Department of Revenue (DOR) Sales& Use Tax Auditing practices: Require DOR toprovide notice prior to beginning an audit andspecify that a determination is made within eightmonths after receiving the notice; Require DOR touse statistical sampling during audits; Requiring aDOR audit to conclude within 240 days ofproviding notice; Lowering the interest rate onpenalties from the fixed 12 percent to .5 percentper year until the rate of the Federal Reserve prime+1 is attained; and Stating that if an audit revealserrors which the DOR determines not to be a resultof intentional delinquency, fraud or criminalactivity; the first audit will be considered a learningexperience with no interest applied to any amountdue as a result of the first audit.

Status: Failed, no action taken.

GrowlersWGA Position: SupportSummary: Senator Chris Kapenga (R-Delafield)and Rep. Joan Ballweg (R-Markesan) introduced

New Officers Elected at First Quarter MeetingNew officers of the board are elected for a one-year term at the firstquarter meeting. Newly elected (and re-elected) officers for 2016 are:Chairman Marlin Greenfield (Festival Foods), Vice Chairman JeffMaurer (Fresh Madison Market) and Secretary/Treasurer Bill Dowling(Roundy’s). Dan Williamson of Kemp’s was formally voted on to the

board as anAlliedMember. TheWGA Boardand staff aretremendouslythankful forthe service ofDave Rymanof Certco,Inc., asChairman ofthe Board forthe past twoyears. Daveprovided greatsupport forthe WGA

events and meetings, member recruitment and provided additionalresources for the WGA’s website redesign and upgrade. Thank you,Dave, and congratulations to our new officers and board member!

Happy Retirement, John Leemkuil, WGA Member ServiceRepresentativeJohn has been with the WGA since 2010 visitingmembers and attending the Certco, Inc., show. Johnwas in the grocery business since 1962 and retired in2007 after selling Capitol Centre Foods in Madison.John and his wife, Peg, along with their new puppy,Lucy, plan to hit the road and travel the country.

We look forward to keeping in touch with John andyou may see him at future WGA events.

WGA Board Elections

New WGA Chairman Marlin Greenfield (Festival Foods), outgoing ChairDave Ryman of Certco, Inc., and WGA President/CEO Brandon Scholz.



legislation that would allow Class Aretailers to fill and sell growlers.

Status: The bills received a public hearingin the Senate and were passed out ofcommittee, but failed due to resistancefrom Assembly Committee.

RoundaboutsWGA Position: SupportSummary: Legislation was introduced torequire approval by a municipal governingbody before construction of highwayroundabouts.


Rate EqualityWGA Position: SupportSummary: Would have reduced theinterest rate on sales and use tax audits.

Status: Failed, No action taken.

Personal Property TaxWGA Position: SupportSummary: Legislation was introduced thatwould have phased out the state’s personalproperty tax beginning in 2020.


BILLS THAT WGAOPPOSED AND DID NOT PASSFood Stamp NutritionRequirementsWGA Position: OpposedSummary: This bill would have limitedFoodShare eligible foods based onnutrition.

Status: Passed Assembly but failed inSenate.

School Starting DateWGA Position: OpposedSummary: Legislation was introduced thatwould have exempted school districts thathave more than 20 percent of theirstudents taking Advanced Placement (AP)Exams from State law mandating publicschools begin after September 1st.

Status: The bill failed and did not receivepublic hearings in either house.

Paid Sick LeaveWGA Position: OpposedSummary: Would require small businesseswith 25 or more workers to follow FMLA(Currently set at 50 or more employees);Mandates leave to care for grandparents,grandchildren, and siblings; Creates aDWD insurance program, funded by aper-employee payroll tax, to provide wagereplacement when someone is on FMLAleave.


Terms & Conditions of Gift CardsWGA Position: OpposedSummary: This bill added penalties of upto $10,000 and private course of actionfor violating gift card laws mandated atthe federal level. The bill also addedadditional gift card regulations.


Unfair Sales Act/MinimumMarkupWGA Position: OpposedSummary: Legislation was introduced thatwould repeal the Unfair Sales Act whichprohibits below cost sales. In addition, thebill would have repealed the minimummarkup on alcohol, gas and tobaccoproducts.


Novelty LightersWGA Position: OpposedSummary: Bans retail sale of noveltylighters to minors and adds penalty.

Status: Passed Senate, failed due to noaction in Assembly.

Cookie BillWGA Position: OpposedSummary: Exempts home bakersreceiving less than $7500 annually fromfood sales from licensing and inspectionrequirements.

Status: Passed Senate, failed due to noaction in Assembly.

Sales Tax Increase for Roads

WGA Status: OpposedSummary: This bill would haveallowed counties to increase sales taxby a half-percent for repair andmaintenance of local roads.


Raw MilkWGA Position: OpposedSummary: This bill would haveallowed for the sale of raw,unpasteurized milk and other dairyproducts in Wisconsin.


Food Stamp ReformsWGA Position: NeutralSummary: Several bills aimed atreforming FoodShare in Wisconsinwere introduced, including: Wipingclean benefits in FoodShare accountsthat have been untouched for sixmonths and removing benefits that aremore than a year old; andInvestigating program users whorequest five replacement cards in oneyear.

Status: The measures passed theAssembly, but failed to receive Senateaction.

Photo ID on Food StampsWGA Position: NeutralSummary: Requires photo identi-fication on FoodShare benefit cards.Originally, required retailers to checkphoto ID’s, but bill was amended atWGA’s request.

Status: Passed Assembly, failed to passSenate.

The WGA’s success depends oninvolvement by our members.Thank you to those members thatresponded to Action Alerts, came toGrocers Day in the Capitol and/ortestified on one of these issues.

If you wish to get more involved inthe WGA’s government affairsprogram or have any questions onthese issues, please contact MichelleKussow at 608.210.3304.

Government Affairs

Bills Summary, continued


2016 Spring Issue WISCONSIN GROCER 112015 Expo Issue WISCONSIN GROCER 11


As I travel the State ofWisconsin as a WGAMembers ServiceRepresentative, retailersoften ask if I miss thegrocery business, and howI like being retired from theday-to-day reality ofrunning a grocery store. I usually reply that “I highlyrecommend retirement” and I oftenalso quip that I particularly like thefact that all of my discussions aboutthe grocery business today are“theoretical and not practical.” Bythat I mean they don’t impact thebottom line of a business. It’s easy for

someone with noskin in the game totell you how to runyour business, orwhat product orservice they thinkyou should investyour dollars.

My comment toretailers about “itbeing theoreticaland not practical” isalways said rathertongue-in-cheek;but I found myselfthinking about thiscomment recently. Ifyou are reading thisarticle, you are likelya small business owner, or you areemployed by a small business. All ofthe decisions you make in your store,or the department in which you workhave implications for good or bad tothe bottom line of the company. Sothe question I ask you to considertoday is “are you leaving the decisionmaking-process regarding matters thatwill impact your company’s bottomline to others?”

What I’m getting at is this: the fact ofthe matter is that no employee of theWGA, no legislator, no regulator, nolocal council person knows yourbusiness as well as you do. But inmany cases we allow people otherthan grocery retailers to set theagenda, and to tell you what’s goodfor your business. The WisconsinGrocers Association exists to representthe interests of grocers in the State ofWisconsin, but we can only do thateffectively if you as a retailer areactively engaged in the WGA, and inthe process.

As one who walked in your shoes formany years in the business, Icompletely understand the stressesand pressure on your time each day.

And I totallyunderstand why itmay not bepractical for you toparticipate inevents that takeyou away fromyour store for a dayor two, multipletimes each year.But anotherquestion I’d askyou to consider isthis: is there oneadditional step youcould take this yearto give practical,real-world input toa situation thatcould use it?

For instance, how about making aphone call or sending an email toWGA President Brandon Scholz orV.P. of Government Affairs MichelleKussow regarding your view on alegislative or regulatory issue ofimportance to you?

Or how about contacting your localcouncil person, State Representative,or Senator and inviting him or her toyour store for a visit? (Don’t knowhow to get in contact with a legislatorin Madison; simply call the WGA andwe will be glad to help you.)

Or here’s another suggestion, take thefew minutes required to routinelyread the WGA Government AffairsReport emailed to you, and takeaction on any Action Alerts.

As I travel around the state Ioccasionally talk to a retailer that saysthey pay their dues to the WGA eachyear, but beyond that never give theorganization another thought. As Iwrap up this article I leave you withthis question: are you leaving thedecision-making process regardingmatters that will impact yourcompany’s bottom line to others?


Skin in the Game

MarkStellpflugWGA Member Service Representative

MEMBER SERVICE UPDATE

The WisconsinGrocers Associationexists to representthe interests ofgrocers in the Stateof Wisconsin, butwe can only do thateffectively if you asa retailer areactively engaged in the WGA, and inthe process.

Lee Mylener, ownerof Lee’s Family Foodsin Peshtigo WGAMember Rep MarkStellpflug writes,“Peshtigo is a smalltown in MarinetteCounty; population3500. I always findmy visits with Lee

very engaging. He is the quintessential small town grocerwho does “everything” in his store, but he is also veryproactive about the way he works to build his business,and in his business philosophy. For instance, most smallstores don’t have a mission statement boldly posted in thefront of the store but Lee does. This shows his interest anddesire for the big picture, strategic planning, and thinkingbeyond just the day to day of running a store.

You will find a picture of Lee standing in front of the newstore decor in his meat department. The store decorthroughout the store has recently been re-done. It is verytastefully done, and looks very professional. But here’s thekicker, Lee did it all himself! He’d come in at night after thestore closed, or early in the morning. He repainted theentire store, and hung all the decor. Here’s my takeaway: Iget into lots of small town stores that are hanging on bytheir fingernails, but then I also run into many stores wherethe owner is fully engaged, is very entrepreneurial, andloves his city and the customers he serves. These storesmay not be the 70,000-square-foot stores of metropolitanareas, but they are the heart of the independent grocer,and of the American dream!

WGA MEMBER PROFILE







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2700 National Drive, Suite 101 | Onalaska, WI 54650608.381.6007 | www.dbsg.com

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Store hours for thegrocery business are long, reaching

into the night, sometimes around the clock if it’s a24-hour location. This requires many light bulbs to keep thestore well lit and fans in motion to keep the indoortemperature comfortable, and freezers and refrigerators.

As owner of the Piggly Wiggly store in Watertown,Jeff Tate was itching to shift this paradigm. Hehired Faith Technologies in Appleton to, first, doan assessment and then embark on a project thatwould save him thousands of dollars each year onutility bills.

“The proposal was very detailed, right down tohow many watts were burning now and what they were going toreplace them with,” says Tate, who sought input on it from FaithTechnologies, as well as Piggly Wiggly, before going ahead with theproject. “At the time, I didn’t care to tie up a ton of cash flow withthe project.”

The store was built in 2007 and lit with T8 florescent lightbulbs. These were switched out for LED lighting in a job that tookonly a week in May of 2015. (Most jobs Faith Technologies takes onlast between one and two weeks.) The payback—annual savings of$16,700, broken down to $1,400 each month—was estimated toarrive in three-and-a-half years but Tate expects to see payback in justunder three years. But the savings go even deeper. Because of theindustry’s historically thin profit margins, the EPA estimates that $1in energy savings is equivalent to increasing sales by $59.

In the meantime, Tate’s already reaping benefits: his store’s electricusage went down by 12.5% when he compared the last six monthsof 2015 with the same period in 2014. But the biggest savings is inhis average monthly electric bill. Tate now pays $2,000 less permonth, a decrease of 15.5%.

“In some areas, it required more than changing out the bulb becausethe fixture wasn’t compatible,” says Mike Herbst, superintendent ofenergy efficiency at Faith Technologies.

By Kristine Hansen

Better Performance for Your Business —And the Planet

The HVACR industry faces increasing regulatory pressure toshrink its environmental footprint.

Hydrofluoroolefin (HFO)-based coolant gas is the solution and provide lowerglobal warming potential (GWP) and energy efficient solutions to help meetregulations. These refrigerant solutions work across a broad range of end-useapplications and climates without compromising on system performance.

Check your refrigeration coolants!1.) R-22 Phase OutR-22 is being phased out because of its ozone depleting potential and thereare now only four more years in which manufacturers can produce the product,with allowances decreasing each year. No new or imported R-22 refrigerant willbe allowed in the U.S. on or after Jan. 1, 2020. It is important to reducedependence on R-22 and have a plan in place to switch to retrofit R-22alternatives.

2.) Climate Change PolicyMore recently the focus of environmental policy has expanded toinclude climate change. Last year the US EPA announced through their SNAPprogram that starting in July of 2016, R-404A and R-507 refrigerants, nowcommon in commercial refrigeration, can no longer be used to retrofit existingracks and remote condensing equipment. The EPA also announced that startingin January 2017 new racks and remote condensing units cannot be installedusing R-404A or R-507, and by 2019 and 2020, new medium and lowtemperature stand-alone units in retail food refrigeration cannot use R-134a, R-404A, R-507, or R-407A. For more detailed information about the EPA SNAPprogram, please refer to the SNAP Public Factsheet that was issued in July of2015.

Energy Savings


Information provided byZone Mechanical North.See ad on page 17.



Tate was open to those updates. “I was verypleased with how it turned out. In many cases, we wentfrom a three-bulb (fixture) to a two-bulb fixture,” he

says. Freezer cases were updated, too;because they were old, the bulbscontinuously burned out. “There werealways 10 or 12 (bulbs) that weren’tlit,” says Tate. “Obviously, thisimpacted sales.”

“It’s two-fold for me. The fact thatevery single frozen case, every light in my store works (isa relief ),” says Tate. The relationship with FaithTechnologies stemmed from a job they did at the storefive years ago, replacing fan motors in all refrigeratedcases.

Faith Technologies also had a good relationship withPiggly Wiggly’s corporateoffice. “We started workingfor an area Piggly Wigglystore in Appleton in 2006,”says Tim Rankin, whohandles business developmentin energy-efficiency projects atFaith Technologies. Metal-halide lamps were swappedout for high-efficiencyflorescent high-bay fixtures.“That relationship just sort ofblossomed.”

In working with Tate, theproject began with a very detailed audit examining everylight fixture in the Watertown store. This took abouttwo hours. “It’s a walk-around and there’s no disruptionat all,” says Rankin. Back at the office, the scope of theproject was further defined so Tate would know exactlywhat to expect. “From start to finish, it’s going to takeup to two or three months,” says Rankin, which allowstime to discuss the project before embarking on anyinstallations or upgrades. Work in the store is alwaysdone either when the store is closed or, if it’s a 24-hour

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Time for a spring clean...

Did You Know?Refrigeration is by far the largest load in a grocery store,

representing an average of 43% of electricity usage.Fascinating Facts

• Dirty evaporator and condensing coils can rob your refrigeration of 90% of theirenergy efficiency costing you $$$$

• Late Spring is the perfect time to have the condensers and RTU’s checked andcleaned to provide optimum performance in the busy summer months

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The payback—annualsavings of $16,700,broken down to $1,400each month—wasestimated to arrive inthree-and-a-half yearsbut Tate expects to seepayback in just underthree years.

>

Grocery stores are the highest usersof energy in a commercial space. Eachtime a customer yanks open a freezerdoor, energy escapes. Reversing thegreat energy escape saves money aswell as resources.

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location, during the slowestperiods, so as not to

disrupt customers.

Faith Technologies is an example of an energy-efficient companythat strives to build relationships with its clients over time.There is also a keen desire to customize a project for each client’sparticular needs, as opposed to offering a few set options.

“We’re by no means a one-trick pony,” says Herbst. “That’s partof the audit process. We can meet whatever the customer needs.”

The timing has never been better to embark on an energy-savings project. “Within the last two years, there’s been a big

shift in technology,” says Rankin, which provides grocers withmore options when it comes time to do the work.

Financing is often a barrier to grocers making the call to aconsultant and instituting this typeof work, however. It’s worthwhile tolook into loans. “People can do theproject without an initial outlay ofcapital,” says Rankin.

Focus on Energy— Wisconsinutilities’ statewide energy-efficiencyand renewable-resource programsince 2001—helps put those nutsand bolts into place if financing isneeded. Last year the companybegan to offer renewable energyloans to grocers, a business sector itworks with often on reducingenergy bills as well as usage. On itswebsite is a link to a 50-minute

webinar with more info about the Renewable Energy RevolvingLoan Fun. Previously, Focus on Energy offered only cash backand rebates; this loan program brings awareness in the potentialof energy-savings projects full circle.

“We work directly with those chain or franchise owners inmaking sure their facilities are energy-efficient and helping themupgrade energy-efficient projects,” says Sarah Speck, an energyengineer with Focus on Energy.

She’s seen firsthand what grocers contend with in terms ofwasted energy—and helped guide them to a “greener” place. “Alot of the stuff we see is really based on the refrigeration side ofthings,” says Speck. New lights, energy-efficient motors andhigh-efficiency doors are often recommended as solutions. A listof unbiased third-party consultants is provided to grocers byFocus on Energy.

“Open cases are actually the least efficient case out there,” saysSpeck. “They use about three times more energy per linear footjust because they are always open. One of the things werecommend is either adding doors or buying brand-new caseswith doors.”

Whereas a commonly held belief was that a closed case places abarrier between the customer and the product, that tide is now

turning. “We’re starting to see several customers takingadvantage of adding those doors onto open cases. Not only doesit save a ton of energy, it gives the cases a facelift. It makes yourstore look better, too.”

As the EPA statistic shows, spending $1 in energy isequivalent to selling an additional $59 in products, which isno easy feat. In lieu of embarking on energy-savingsprograms, to see an increase in their bottom line, (grocers)would have to sell a lot more product,” says Speck.


Energy Savings, continued

Financing is often abarrier to grocersmaking the call to aconsultant andinstituting this type ofwork, however. It’sworthwhile to look intoloans. “People can dothe project without aninitial outlay of capital,”says Rankin.

Brian Korfmacher, Sales Manager262-347-4180 | email [email protected]

Schedule a personalized assessment today!

Zone Mechanical North is a 24/7, Commercial HVAC andRefrigeration Company, servicing all of Southeastern Wisconsin.

Learn more about Climate Pros Inc., a full-serviceRefrigeration, HVAC and Construction Company.

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NaturalRefrigerants

Much change is on the horizon with EPAregulations in an effort to reduce theGlobal Warming Potential (GWP) ofrefrigerants used in refrigeration andHVAC equipment.

The list of refrigerants in the market lookslike the selection of ice cream choices at aBasket Robbins. Along with the differentrefrigerants equipment, selection hasexpanded as well. If that is not enough, it isdifficult to find contractors with theexpertise to provide expert installations andservice for the new technology beingintroduced into the market.

You may have retrofitted your refrigerantequipment over the past couple of decades,and are looking for the end game, the finalrefrigerant that is environmentally friendly,and meets and exceeds EPA guidelines.Natural refrigerants appear to be theanswer. Funny thing is that many of theend game refrigerants are the samerefrigerants used in the 1930s. These includeC02 and propane.

C02 is used in many new supermarketrefrigeration rack applications with a GWP =1; it is significantly lower than the commonHFC refrigerants that are currently used. It is

has a higher volumetric capacity thanconventional refrigerant and costs less.

However, equipment and installationcosts are typically higher. Also,technicians specifically trained on C02systems must install and service thesesystems; system pressures are much higherand operation is different than traditionalrefrigerants. Propane R-290 is currentlyused in self-contained cases by severalmanufacturers. It is limited by the amountof it being used in a system; many systemshold about the amount that would fill a Biclighter. Technicians must be trained andhave special equipment to service thesesystems.

HF0s are being used to be used as a retrofitfor HCFCs and HFCs in commercialrefrigeration systems. They have a lowerGWP than many of the refrigerants currentlybeing used, and several are on the EPA’sSNAP list (Significant New AlternativesPolicy). They are an option to replace severalof the existing refrigerants like R22, R404Aand R507.

The EPA delist (phase-out) takes effectfor R-404A/507A on January 1, 2017 fornew supermarket sand installations,and July 20, 2016 for supermarketretrofits. Information provided by Climate Pros Inc. Ad onpage17.


Thank you WGA Business PartnersWGA would like to thank WGA Business Partners for strategically

engaging in WGA events, advertising, and sponsorships to promote

their products and services to WGA Members.



ANHEUSER BUSCHVisit us @ Anheuser-Busch.comLike us @ Facebook.com/AnheuserBuschFollow us @ Twitter.com/AnheuserBusch

Anheuser-Busch, the leading U.S brewer, has a rich brewing history thatstarted in 1852. We pride ourselves on using only the finest ingredients to brewand package high-quality beers like Budweiser, Busch Light, and Lime-A-Rita.This pride is seen in our sales and logistics teams, who work closely with ourfamily of 15 independent wholesalers in Wisconsin to provide exceptionalservice to retailers. And this pride is embodied by our marketing andinnovations teams, who connect with consumers through a variety ofbeerdrinking occasions.

We invite you to learn more about our company, our corporate socialresponsibility programs, our beers and our heritage by visiting our website.On behalf of all the passionate people who are Anheuser-Busch, thank youto all who support and enjoy our beer.

DBS Group, LLC2700 National Drive, Suite 101, Onalaska, WI 54650Chris Walters, President, [email protected]

DBS Group is a commercial design and construction firm recentlyfounded by a group of La Crosse area design and constructionprofessionals with a core philosophy of providing customers withexceptional customer service, while creating value and providing aquality work product through our design-build project delivery.


We pride ourselves on being a true partner to our customers, and we are relentlessin our efforts to contribute to their current and future success. DBS Group maybe a new company, but our team consists of seasoned veterans in the design andconstruction industry, and we are committed to being a valued partner to ourcustomers, business partners, vendors and community.

Core Services provided by DBS Group are: • Store Planning Services• Architectural & Engineering Services• Pre-Construction Services• Construction Services

The grocery market is a niche market for DBS Group. We understand thatgrocery stores are more than just a place to pick up milk and eggs, rather they arethe central hub of communities and neighborhoods. Combined, our teammembers have decades of experience in the planning, design and construction ofnew ground-up grocery stores, as well as expansions and renovations of existinggrocery stores. We proudly serve retailers, wholesalers and developers on groceryprojects across the upper Midwest.

H. Brooks and Company600 Lakeview Point Dr., New Brighton, MN 55112(651) 635-0126 | www.HBrooks.com

H. Brooks and Company was founded in 1905 by Harry Brooks, anenterprising 12-year-old with a horse, produce cart and $15.

Today, the company is an industry leader that has been redefining freshness formore than a century. Headed by Harry’s grandson, Phillip Brooks, the companycontinues to pioneer freshness with the help of an extraordinarily innovative andknowledgeable staff—some from families who’ve been with the company forgenerations.

Smart, innovative and forward thinking, H. Brooks and Company embracescustomers like family. When you partner with us you’ll feel respected, important,cared for and never taken for granted.

Yes, we’ve got the best produce in the business. Yes, we deliver it twice as fast. But

Here are profiles for some of WGA’s Business Partners. The remainder of the listings will be published in the Summer issue of the WisconsinGrocer magazine.

WGABUSINESSPARTNER


The WGA Business Partner program recognizes partner participation with additional promotions. For more information, please contact Cheryl Lytle at (888) 342-5942 ext. 303 or [email protected]


we’re about more than fruit and vegetables. We’re innovators and problemsolvers. We offer more than off-the-rack solutions. We bring you customizedapproaches that are informed, cutting-edge and guaranteed to boost the bottomline.

H. Brooks and Company offers nearly 1,000 fresh produce items, 150 freshorganic items, 600 authentic fresh and packaged Hispanic items, legendarycaramel apples, logistics and warehousing services, packaged fresh produceservices, fresh-cut fruit and veggies and more.

Our mission is simple. We find and deliver the best produce possible. Period.This means we bring you the tools to win in your market. This single goal takesthe effort of many talented people working together as one. Growers, drivers, retailersand many others have joined with us to become the H. Brooks and Companyfamily. Like all families, there's always room for more. We invite you to join us.

MillerCoors David Hervey, Chain Account Executive-WI Supermarkets3939 West Highland Blvd. Milwaukee, WI [email protected]

Through its diverse collection of storied breweries, MillerCoors bringsAmerican beer drinkers an unmatched selection of the highest qualitybeers steeped in centuries of brewing heritage.

Miller Brewing Company and Coors Brewing Company offer domesticfavorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet.Tenth and Blake Beer Company, our craft and import division, offers beerssuch as Leinenkugel’s Summer Shandy from sixth-generation Jacob LeinenkugelBrewing Company and Blue Moon Belgian White from modern craft pioneerBlue Moon Brewing Company, which celebrates its 20th Anniversary this year.

Tenth and Blake also operates Crispin Cider Company, an artisanal maker ofpear and apple ciders using fresh-pressed American juice, and imports world-renowned beers such as Italy’s Peroni Nastro Azzurro, the Czech Republic’sPilsner Urquell and the Netherlands’ Grolsch. MillerCoors also offerspioneering new brands such as the Redd’s Apple and Redd’s Wicked Applefranchises and Smith & Forge Hard Cider. MillerCoors seeks to createAmerica’s best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability.MillerCoors is a joint venture of SABMiller plc and Molson Coors BrewingCompany.

MillerCoors.com | facebook.com/MillerCoors | @MillerCoors

ProLogic Retail Services1625 South Congress Avenue, Delray Beach, FL 33445Stephen Avola, [email protected](978) 969-1412, www.PrologicRetail.com

ProLogic understands loyalty. Our company is the descendent of S&H GreenStamps, America’s original loyalty program dating back to 1896. More than acentury later, we continue to pioneer new ways to help retailers build lastingrelationships with their customers.

Our unique loyalty platform analyzes shopper purchase data and identifies a

retailer’s top shoppers and other key segments. We then help retailers createpersonalized targeted offers for shoppers and deliver these benefits, includingdiscounts, printed messages, coupons, loyalty points and fuel rewards,immediately at the point of sale. Our marketing services team will also helpyou to achieve the most from your marketing program by providing you withguidance to help execute your program effectively.

Some of the benefits that we provide include:

• Customer engagement programs to reach shoppers through POS, online,mobile and social media channels

• More POS system integrations than any other loyalty providers, includingNCR/Retalix, IBM, LOC Software and more

• Customized reward programs like point programs, sweepstakes, continuitiesand load-to-card offers

• Shopper analytics and promotion reporting accessed through our web-basedreporting portal

• Comprehensive services including planning, development, launch, testing,marketing assistance and technical support

RUSS DAVIS WHOLESALE2967 Airport Road, LaCrosse, WI 54606 1200 Commerce St., Merrill, WI 54452(800) 214-4981 |www.RussDavisWholesale.com

Russ Davis Wholesale, a fruit and vegetable wholesaler out of Minnesota,started out as Russ Davis’ trucking company back in 1955. Russ would takeorders from customers while making deliveries during his route. Fast forward60 years, and RDW has turned into an employee-owned business thatcontinues Russ’ legacy by selling and distributing fresh fruits and vegetables.

Today, RDW has 5 distribution centers dispersed around Minnesota,Wisconsin, and North Dakota. The warehouse in Wadena, MN, is theoriginal distribution center, and houses the corporate accounting offices.Jamestown, ND, was added in April of 1996 and services the majority ofNorth and South Dakota. RDW then acquired North Country Produce in2002 and relocated from St. Paul to a larger distribution center in Inver GroveHeights. 2006 found RDW adding a fourth distribution center, this time inMerrill, WI, in order to better service partners in eastern Wisconsin and theU.P. of Michigan. LaCrosse Produce was acquired by RDW in 2007 with anew facility built conveniently off of I90 near the Minnesota and Wisconsinborder. 2010 was an exciting year, with the addition of their processing facilityin Eagan, Minnesota, and the launch of their own custom line of fresh cutfruits and veggies, Crazy Fresh Produce.

Russ Davis Wholesale also has a division in Wood Lake, MN, which consistsof two entities: Black Jack Express, a trucking firm, and Palms to Plains, afreight brokering company. In 2005, RDW acquired a diesel repair operationin Wadena, MN, to service a fleet that has grown to well over 100 tractors,numerous dock trucks, and a large assortment of vans and automobiles.

Crazy Fresh, with their lines of fruits, veggies, salsas, salads, and many more, islooking to turn the produce aisle into the new snack food aisle by proving thatconvenient foods can be fresh, wholesome and full of flavor. All products areguaranteed fresh-cut and ready-to-eat and are there to help stay on top of hecticschedules and keep healthy eating a priority for individuals and families alike.

Russ Davis Wholesale and Crazy Fresh are proud to partner with retail andfood service customers to deliver fresh produce and specialty products thatkeep customers coming back for more.



Frozen.

Yes, it’s a word you want to hear to describethe different foods in those coolers andfreezers at your grocery store. But, when itcomes to explaining your sales? Frozen isn’tsuch a positive word. An even worse word?Declining.

Unfortunately, that’s the exact situation thefrozen food industry had been facing foryears, due in part to consumer miscon-ceptions about what these frozen dishesinvolve. With all of the horror stories andmedia hype about preservatives andchemicals—and an increased customerdesire for fresh, organic products—frozenfood departments nationwide were taking amajor hit.

“Five years ago, the frozen foodindustry was really strugglingand seeing an overall decline in

sales, and a lot of that stemmed fromwrong consumer perceptions,” explainsJulie Henderson, Vice President ofCommunications for the National Frozenand Refrigerated Foods Association(NFRA). With many millennials reachingbuying age, they were looking for fresh,natural, and local ingredients—things theyassumed they couldn’t find in the frozenaisles. “It immediately became clear thatsomething needed to be done to changethose perceptions and start bringing peopleback to the frozen food aisle,” Hendersonadds.

So, the NFRA launched their “Real Food.Frozen.” campaign, which aims to changethe conversation surrounding frozen foods.

“People think that frozen foods are full ofpreservatives. But, freezing is the naturalpreservative. The freezing process keepsthese foods at their peak state, and there’sreally no need for additionalpreservatives and chemicals,” she continues.

The NFRA’s campaign spreads this message through numerousdifferent programs and initiatives,including connecting with storytellers to reach new audiences in an authenticway, implementing strategic mediapartnerships, and utilizing social media totalk to consumers about frozen foods.

The storytelling aspect has been especiallyimpactful. “We’ve developed a Cool FoodPanel of bloggers—made up of chefs,cookbook authors, foodies, and mombloggers. They help us tell our story tovarious audiences through recipes, mealassembly ideas, food reviews, and more,”explains Henderson.

Social media playsanother large role,especially in connectingwith the millennialaudience that hashistorically shown moreof a resistance to frozenfoods. The NFRA’sconsumer-facing socialmedia brand is “EasyHome Meals”, a pagethey use to sharedifferent inspirationand ideas—all usingfrozen foods, of course. Henderson adds,“It’s really about creating compelling

content that showcases the convenience,quality, and variety of frozen foods.”

Overall, the campaign has been a hugesuccess. “The goal of our campaign is reallyto increase the overall conversation aboutfrozen foods, as well as increase the positivesentiment in that conversation,” she

explains. And, so far, they’vedone that. When the NFRAdid their benchmark studyin October of 2015, theyfound that they had gained527 million impressions—a55% growth in reach overthe previous year. Beyondthat, they had increasedoverall frozen fooddiscussion by nearly 250%,with a positive conversationincrease of 2%, proving thatthe campaign was fulfillingits duty of changing the

dialogue and perception of frozen foods.

Industry Pulls Together to

Fire Up Frozen Food SalesBy Kat Boogaard

But, beyond theseinnovative marketingcampaigns andinitiatives, the industryitself has been makingsignificant changes inthe interest of pullingmore customers into thefrozen food department.



But, beyond these innovative marketingcampaigns and initiatives, the industryitself has been making significant changesin the interest of pulling more customersinto the frozen food department. Fromaltering packaging to streamliningingredients lists, the industry has beenmaking strides to meet customer demandsand stay competitive in the market. “Thefrozen food department has really steppedup to the plate. Manufacturers havecommitted to simplifying ingredients, andyou’re seeing a lot more natural and organicoptions, as well as some niche products likegluten-free,” Henderson says.

And, those manufacturer changes haven’tgone unnoticed. “I really think the industryis doing a better job of promoting a betterquality product. It’s not just aboutconvenience anymore—they’re alsopromoting a real nutritional value,” sharesDoug Hinkens, Frozen Manager atCrossroads County Market in Wausau.

Industry improvements aside,March is really a time whenfrozen food departments

nationwide step up their efforts as part ofthe NFRA’s Frozen Food Month. BecauseMarch was historically a slow month forsales, this industry-wide promotion helpsto fire up frozen food sales throughdifferent efforts, including storepromotions, community events,advertising, and innovative displays.

Hinkens himself has received numerousGolden Penguin Awards from the NFRAthroughout the years—both first place andsecond place—for his efforts in support of

March Frozen Food Month. These annualawards honor the best marketing andmerchandising initiatives that help to boostfrozen food sales throughout that month-long promotion.

While his individual tactics andpromotions might change, Hinkens uses asimilar strategy year after year to try to luremore customers into the frozendepartment. “We usually start in Januaryand get together with all of the differentdepartment managers to think of things wecan do to get extra sales and create someexcitement for our customers,” he explains.

He then likes to pick a theme for everyweek of Frozen Food Month—rangingfrom a breakfast or ice cream sundae themeto something more event-oriented, likeEaster or March Madness. He then createsdifferent displays and promotions for eachweek, centered on that particular idea.And, while he won his first-place GoldenPenguin for his various innovative, themedfrozen endcap displays, he says his truesecret to sales success lies in cross-promotion of different food items.

“I think what really helps is to actuallycross-merchandise things and try to getthat extra sale with that impulse buy,” heshares. He accomplishes this byperhaps placing garlic bread andparmesan cheese next to the frozenpizza, or French fries andsteamed vegetables nearthe frozen fish. Headds, “This can helpout other parts of thestore by tying in other

items, and it also helps to put ideas intothe customers’ heads. You don’t just put asingle food in front of them, but insteadinspire a whole meal.”

While Hinkens admits he’s seen some salesdecline—albeit, nothing drastic—in hisdepartment in recent years, the combinationof his team’s promotional efforts with thechanges and improvements in the industryas a whole have started to turn thingsaround for him. “When you’re responsiblefor a department, you always want to beatlast year’s sales,” he shares, “And, we’vedefinitely seen an increase in sales this yearwith the March Frozen Food Monthpromotions. We had about a 4% increaseone week, and a 7% increase the next week.”

Hinkens’ store, along with so many others,are proof that these industry-wide effortsand changes really do have a positiveimpact. And, while changing consumerperceptions and the entire conversationabout the frozen food department isn’tnecessarily an easy undertaking, it’sdefinitely been a worthwhile endeavor.

The industry as a whole is on anupswing. And, it’s a great reminder toretailers and manufacturers alike that,

while the food should stayfrozen, the sales

numbers don’t haveto follow suit. e

Frozen. Yes, it’s a word you want to hear to describe the different foods in those coolers and freezers at your grocery store. But, when it

comes to explaining your sales? Frozen isn’t such a positive word. An even worse word? Declining.



to retire and enjoy life, although he said hewasn’t sure how he would spend hisnewfound spare time. Prior to owning theSentry, Galle worked at Moore’s World Foods,formerly Beezee’s Grocery Store, where theFamily Dollar Store is now located. He stayedwith Moore’s World Foods when it becameBurnstad’s. “That’s 40-some years ago,” Gallesaid. But when the late Leroy Fuchs built theSentry Foods building in 1982, and soonafter, the Eagle Inn restaurant, Galle boughtthe grocery store and stayed there untilthree weeks ago. Galle’s business weatheredtwo Highway 60 bridge closures, andwatched as Prairie du Sac grew to the west.

Fighting Hunger Madison-arearesidents arenow able tohelp hungrypeople in the

community, just by enjoying a new brand ofpizza. Palermo Villa Inc. has announced theintroduction of Mission Pizza Company,which expands upon the third-generation,family-owned pizza company’s longstandingefforts to fight hunger.

For every five Mission pizzas sold, Palermo’swill donate one additional pizza to localcharitable organizations working to addresshunger in the Madison area. The companyhopes to donate up to 500,000 pizzasthroughout the Midwest in the next year.The new pizza is available at Hy-Vee, Copp’s,and Woodman’s stores in the Madison area.

Online Shopping Sendik’s Food Markets haspartnered with a group thatfocuses on grocery e-commerce in an effort thatexpands and enhances theironline shopping market thatwas introduced last month.

New York City-based Freshop Inc. hasimplemented some new features on theSendik’s virtual market that are designed tomake the online experience moreconvenient for customers. An important newfeature is dual categorization, which allowsproducts to show up under differentcategories that apply such as dairy, organic,produce, etc. Sendik’s has expanded itsservice that allows customers to ordergroceries online. The new partnership willalso expand the online shopping service toall full-line Sendik’s locations, excluding theBayside Fresh2Go market.

Store Sold The PlymouthPiggly Wigglygrocery store isunder newownership after

being sold to a Sheboygan native who ownsa pair of Piggly Wiggly franchises inManitowoc County reports the SheboyganPress. Bob Fox bought the store on January 1from Jim Weiser and Kevin Mey, who’downed it for the past two decades. The salebrings Fox back to the same store he beganmanager training at 20 years ago whileclimbing the ranks of the Sheboygan-basedgrocery chain. “We’re just thrilled to be there,and we’re looking forward to theopportunity,” said Fox, who co-owns thePlymouth store with his wife, Kris. Fox beganbagging groceries at Piggly Wiggly inSheboygan when he was 16 and now ownsfranchises in Two Rivers, which he bought in2005, and in Manitowoc, which he acquiredin 2011.

Big Deal in Eau Claire

Gordy’s Market and Mega Co-op announcedthey have reached an agreement. Gordy’splans to buy three Mega Co-op grocerystores: Mega West in Eau Claire, and MegaCo-op in Whitehall and in Barron.

Gordy’s will sell its Express conveniencestores and fuel centers to Mega, where theywill become Mega Holiday gas stations. “Thisis an exciting opportunity and a true win-winfor both organizations,” said David Schafer,Chief Financial Officer of Gordy’s CountyMarket. “This transaction will allow twostrong, locally owned companies to bringenhanced value to our customersthroughout western Wisconsin.”

Mike Buck, President of Mega Co-op, said,“Both companies will be bigger and strongeras a result of this agreement. This helpsensure a positive future for both of ourbusinesses and will allow us to focus onreinvestment, growth in a highly competitiveenvironment, and returning patronage toour cooperative members.”

Both companies have deep roots in thecommunities they serve. Gordy’s willcelebrate its 50th anniversary in 2016 andMega Co-op has an 81-year history in EauClaire.

Supporting the Guard! Tom Benike, Assistant Store Director of FoxBros. Saukville Piggly Wiggly, was honoredwith the Patriot Award in recognition of

extraordinarysupport oftheiremployee,SergeantAnthonyVitella (a part-time stocker)who serves inthe WisconsinArmy NationalGuard. ThePatriot Awardis presentedonly to

employers who hire Guard and Reservemembers and demonstrate superior supportto the military employee and his/her family.According to the nomination, “Tom hasprovided outstanding support andcooperation and has exhibited a patrioticspirit which is reflected in the significance ofbeing a recipient of the Patriot Award. Hesupports members by working with them inscheduled training and deployments, leavingthem with a sense of well-being that theircivilian job is always secure while they areaway. Tom writes Tony’s schedules and worksaround all of Tony’s needs.”

Retired and New Owners After more than 33 yearsas owner of Sentry Foodsin Prairie du Sac, Charlie

Galle has retired and sold the business. TwoReedsburg IGA grocery store owners, BillSchultz and Dave Sorenson, have partneredwith certified public accountant Larry Erbs topurchase and operate the business.

Schultz and Sorenson have operated theReedsburg grocery for 20 years and tookcontrol of Sentry at the end of October. Thethree retained all the current employees for aseamless transfer of ownership.

Galle said at 67 years old, it was time for him

M E M B E R E V E N T S A N D H A P P E N I N G S See more events and happenings each week in the President’s Letter, the weekly WGA e-newsletter. Sign up at wisconsingrocers.com.



Many Thanks For Your ServiceLong-time Wisconsin grocers Joan and TedMajdecki recently sold their Piggly Wigglystore and are retiring from the grocerybusiness.

Among the many causes Ted is involved with wasserving on the WGA Board of Directors. During hiscareer as a grocer, he spent more than 30 yearswith Sentry Foods first as a corporate employee

and then as a store owner.

In 2012 he sold his Menomonee Falls store to new owners and kept theWest Allis store changing it to Majdecki’s Piggly Wiggly. Joan and Tedwon the WGA’s Community Service Award in 2011.

From Joan and Ted: “Just want to take a moment to thank all of ourcustomers and employees for 14 fantastic years! We have retired andsold our store to Piggly Wiggly Midwest. We ... just wanted to let you allknow how much we appreciated all of your loyalty these past 14 years;first as a Sentry store and the last three years as a Piggly Wiggly store.All of our wonderful employees are still doing an excellent job takingcare of our customers, so please continue to enjoy the fantasticcustomer service that you have come to expect at our store. God blessyou all! Best Wishes”. The WGA thanks both Ted and Joan for theircontributions to their community, their employees, the groceryindustry and the WGA. Best wishes for a long and happy retirement!

Happy 60thRuss Davis Wholesale recently celebrated its60th anniversary with a company-wide eventfor all of their employees who “...helped get usthis far and those who are working to take usfurther.”

In order to accommodate all of their 750employees, the company shut down theiroperations and deliveries for a day-and-a -half.

Russ Davis Wholesale was started in 1955 by RussDavis as a one-truck business. Russ Davis called on

grocery stores in the lakes area of northwestern Minnesota and on adaily basis, he’d drive to the Rock Island terminal, pick up produce thathe delivered while taking the next order. In 1968, Russ and his son,Gary, expanded the operations by building on an 8,00-sf warehouse inWadena, Minnesota. From there the company continued to expand itsbusiness serving many independently owned grocery stores.

Anniversaries, Celebrations, RetirementsThroughout the years, the company has made several warehouseexpansions, invested in technology and state-of the-art equipment. In2013, RDW purchased G&B Produce; in 2015, a property in Hammond,Wisconsin for future growth and leased cross-dock facilities in Milwaukeeto serve southeastern Wisconsin and the great Chicago areas.

Happy RetirementCongratulations to Brian Conrad, LakeMills Sentry, who officially retired inFebruary after a lifetime in the grocerybusiness.

Like many in our industry Brian grew upgrocery and followed his father’s (JoeConrad) footsteps. Brian has owned andoperated Lake Mills Sentry for 30-plus years.On his last day he made his famous

cheeseburgers for all of his employees! The WGA wishes you the best inyour retirement!

Celebrating 110 Years H. Brooks & Company was founded more than100 years ago.

Then, a produce cart served as its corporateheadquarters. When fresh-faced 13-year-oldHarry Brooks decided to start a business, hebegan with a horse, a produce cart and $15 infresh fruit and vegetables. Harry’s son, Irving,

who would become second-generation president, started working at H.Brooks & Company at 13.

Soon came the Great Depression and World War II, and much of theworkforce left to enter the service. The business was sold. Irving returnedfrom the service and joined with the family to buy back the company.Third-generation owner Phillip Brooks’ experience in the produceindustry began early. As a boy, he learned the business from the groundup, starting with sweeping the warehouse floors. He is the consummateknowledge seeker and travels the world creating relationships with thebest growers, while gaining expertise in farming, handling, andmerchandising best practices.

Keep an eye on the fourth generation as well. As she supports the nextgeneration at H. Brooks, Nina Brooks is currently working to align thecompany with consumer trends while achieving excellence in all aspectsof the company. H. Brooks & Company is a past recipient of the WGAVendor of the Year award. Congratulations H. Brooks!

They’ll Still Fry Donuts Lucassen’s, a neighborhoodgrocer located in Redgranite,will become Lucassen’s

Sentry Foods in March. The family-run businesswill continue to be owned and operated byDavid and Karen Lucassen. David and Karenhave owned the business since they purchasedit in 1997 from fellow franchise owner, PatKautza. The Redgranite store is one of the fewgrocers in Wisconsin that still fries theirdoughnuts instead of baking them. As a Sentry

Food’s, this will continue along with offering apleasant shopping experience for customers.

Store Purchase Angeli Foods in Marinetteand Menomonie, MI, hasbeen sold to Jack Ziminski,owner of Jack’s FreshMarket. The announcementwas made by Fred Angeli,who will maintain

ownership of his Iron River, MI grocery storeand Fuel Express Center in Marinette. Jack andLynn Ziminski were born in Marinette andMenomonee and both graduated fromMenomonee High School and represent fourgeneration of grocers in the area. Lynn’s father,Fred Niemann and Uncle Bob Niemann andgrandparents Ernest and Elma Niemannowned Niemann’s stores dating back to 1926.Jack and Lynn raised five sons in Marinette andMenominee and three sons are involved in thebusiness today.



boasted an extensive specialty groceryproduct line. The acquisition will strengthenLipari’s strategic position of being one of theleading “perimeter of the store and specialty”wholesale food distributors in the US.

New Store Opening Roundy’sSupermarkets,Inc., a wholly-ownedsubsidiary ofthe Kroger Co.opened itsnewest 90,000-square-footMetro Marketlocation in

Shorewood on North Oakland Avenue.Metro Market Shorewood is the fifth locationin Wisconsin for the banner and bringsapproximately 400 new jobs to the area. Theretailer is introducing customers to exclusivestore offerings, such as Todd’s BBQ, OkiSushi, SQUEEZ’D, and more. Customers canalso enjoy live piano music, made-to-ordersandwiches—including The Shorewood,from Oakland Ave Deli—and pizza freshfrom the 800-degree stone oven, Starbucks,expanded kosher selections, and more. “Webelieve the newest Metro Market location isthe most unique shopping experience in thestate of Wisconsin,” said Bob Mariano,President and CEO of Roundy’s.

From One Family To Another After threegenerations ofexcellence in goodtaste, the Grasch

family recently announced thatthey are retiring from the grocerybusiness. The Grasch family will

sell its property and grocery business onNorth Avenue in Brookfield to the Balistrerifamily. The property, which has been hometo Grasch Foods since 1957, will transition tobecome a Sendik’s Food Market in thecoming months.

Current Grasch Foods employees will havethe opportunity to join the Sendik’s family.“We are very proud of the legacy of GraschFoods,” said Bill Grasch, who owns andoperates Grasch Foods along with siblingsBob Grasch and Mary Jo Stark. “Through theyears, our customers have become likefamily, and it was important to us that theycontinue to receive the service they deserve.The Balistreri family has an excellentreputation, and we know our customers willbe in good hands.”

Anton and Mary Grasch opened the firstGrasch Food Market in the early 1930’s at N.45 Street and W. Lisbon Avenue inMilwaukee. In 1957, their son and daughter-in-law, Tony and Josie, purchased and beganoperating the current location on thenortheast corner of Lilly Road and W. NorthAvenue in Brookfield. Their children, BobGrasch, Bill Grasch and Mary Jo Stark beganworking as partners in the business in 1980.The original 6,500-square-foot store, whichwas spacious for the time, has beenexpanded and remodeled several times since1957 and now contains 28,000-square-footof store space.

Employees Are Key Attributing theirsuccess of their

supermarket to their employees, Scott andLorrie Neumann, owners of the WaupacaPiggly Wiggly, were recently recognized asWaupaca Area Chamber of Commerce’s 2015Large Business of the Year Award. “I trulybelieve that it is my employees that deservethis award,” said Scott. “They are the ones onthe floor, every day, scheduling, stocking,cleaning and taking care of my customers.”The store employs about 70 people,including several cognitively disabledworkers as baggers and stockers. ScottNeumann has been working for PigglyWiggly for 28 years, starting at age 16,cleaning the meat room, bagging groceriesand sorting bottles, and eventually workinghis way up to manager. He and his wife,Lorrie, purchased the Piggly Wiggly fromGary and Bonnie Vandenberg in 2013.

Volunteer of the Year The Wisconsin Potato &Vegetable Growers Association(WPVGA) recognized HeidiAlsum-Randall of Alsum Farms &Produce, Friesland, as the

WPVGA Volunteer of the Year. Alsum-Randallhas been a long-time member of the WPVGAPromotions Committee and has served forseveral years as a Director on the WisconsinPotato Industry Board (WPIB). She has thedistinction of being the first woman to serveas President of the WPIB after being electedto that position in June of 2014, and wasreelected President in 2015. She is aWisconsin representative on the UnitedStates Potato Board and was a Wisconsinrepresentative at the 2014 Potato IndustryLeadership Institute. In 2015, she receivedone of the WPVGA President’s Awards fromher father, Larry.

Spirit of America A big congratsto MartinArter ofAffiliatedFoodsMidwest onreceiving theNationalGrocersAssociationSpirit ofAmericaAward

through the Nebraska Grocery IndustryAssociation. Arter is president and CEO ofAffiliated Foods Midwest, and received theaward at the Nebraska Grocery IndustryAssociation’s (NGIA) annual legislative dinnerin January.

The award, presented by NGA president andCEO Peter Larkin, is one of NGA’s top honorsand recognizes leaders for their dedicationand service to the independent supermarketindustry. “Martin has been a steadfast leaderand advocate for the independentsupermarket operator. As an industryexecutive, he truly understands theimportance of educating both state andfederal lawmakers on industry issues andhow those issues impact independentsupermarkets,” said Larkin.

Pierce’s Excellence Portage Area Chamber ofCommerce recentlyrecognized Pierce’s Marketswith their Business

Excellence Award for businesses with 20-plusemployees. Pierce’s earned this recognitionby expanding, making capital improvements,hiring additional people, or demonstratingleadership through support of Chamberactivities. The Chamber’s awards recognizeboth large and small business categoriesexceptional employers, and innovativenewcomers, as well as individuals uniquelydevoted to the community.

Acquisition & Growth Lipari Foods recentlyacquired the specialtyand gourmet business

of Leo A. Dick & Sons Co. The acquisition willstrengthen Lipari’s existing specialty groceryproduct portfolio, which includes a range ofnatural, organic, and gluten-free foods. Theaddition of Leo A. Dick & Sons follows Lipari’s2015 acquisition of Wisconsin-basedSoderholm Wholesale Foods, which also

M E M B E R E V E N T S A N D H A P P E N I N G S





Winners!Progressive GrocerIndependent

Magazine sponsored the 2016 OutstandingIndependent Awards at the NGA Show.Metcalfe’s Markets won the 2016Sustainability Award. Metcalfe’s is a fourth-generation, family owned and operatedneighborhood market featuring local andpremium quality foods with many of theirown ingredients sourced from local farmsand artisans. “I think through our programs,whether it be through sustainability or ourlocal foods program, our composting andother things we do throughout thecommunity to help our sustainability effort,people shopping the store feel as thoughthey are supporting us, they’re doingsomething good for the environment,” saysKevin Metcalfe, co-owner of the three stores.

Metcalfe’s uses both wind and solar energyas well as host of energy saving andconservation measures like night shades onthe refrigerated cases at night; promotesnearly 4,000 local products with foodmileage signage and a program thatcomposts 465,000 pounds of waste per year.

More Winners! WGAmemberswere winnersat the NGAShow’sCreativeChoiceAwards! MattSelvig, forGordy’saccepted theaward fortheir effortpromoting

the BeefStampede Sale.Fresh MadisonMarkets’ JeffMaurer won the

award for the Purdue store promotions usinglocally loved Purdue Basketball coach MattPainter in webisodes incorporatingbasketball moves with a deli promotion.

Grand Opening Two months afterfinalizing the deal

with the formers owners Gregg and SandyBrasch, Greg and Mary Hankes cut the bigred ribbon to celebrate the “Official GrandOpening” of their Piggly Wiggly in Lomira.Surrounded by family, friends, StateRepresentative Mark Born, the LomiraChamber of Commerce and WGA’s BrandonScholz and others, the ribbon cuttingwelcomed customers to shop in the store.Gregg Brasch started in the grocery biz 45-plus years ago when his father paid him tostock produce at a whopping two cents percase.

Gregg and Sandy are very much lookingforward to retirement, where Gregg plans tohave his fishing boat out more than twice ayear and looks forward to many cycle tripsacross the country riding into the sunset!


www.afmidwest.com

Contact Wayne Hall, VP of Business Development P: 608-347-7318 / E: [email protected]

Proudly serving Independent Retailers throughout the Midwest.

Heidi BruningKEY ACCOUNT MANAGER

CELL [email protected]

Watertown, Wisconsin(800) 233-5443 • www.berresbrothers.com

PROFESSIONAL CARDS

[email protected] • www.badgerinventory.comMadison Office 608-839-5441 Brookfield Office 262.786.3446

PO Box 8456 Madison, WI 53708-8456

WGAENDORSEDSERVICE PROVIDER

888-463-8159 • [email protected] • [email protected]

See more events and happenings each week in the President’s Letter, the weekly WGA e-newsletter. Sign up at wisconsingrocers.com.




NEW MEMBERS

Welcome Casey’s General Store! The WGA welcomes its newest retailmember, Casey’s General Store, based inAnkeny, Iowa.

In 1959, founder Donald Lamberti, leased aservice station in Des Moines, Iowa, from his

father. After successfully remodeling the station into a conveniencestore and operating it for nine years, his gasoline supplier and friend,Kurvin C. (K.C.) Fish, suggested that he purchase the Square Deal OilCompany, a service station available for sale in Boone, Iowa. Lambertifollowed Fish’s advice and purchased the station, which he renamed“Casey’s” after Fish and—as with his leased store—converted thestation into a convenience store. The logo on the Boone store is thesame logo used today by the Casey’s chain.

The company opened its first warehouse in the late 1970s and its firstdistribution center in 1982, and has grown to over 1900 stores in 14states. Casey’s success has been attributed to their clean stores,restrooms, and the friendly employees who pride themselves incustomer service. Casey’s customers have come to know that insideeach store they will find dedicated, helpful, and well-trainedemployees, exceptional prepared-food items, and a clean environment.Welcome Casey’s!

New WGA Business Partner WGA welcomes DBS Group as our newestAllied Member and Business Partner.

DBS Group was founded by a group of LaCrosse, Wisconsin design and construction professionals with a corephilosophy of providing customers with exceptional customer service,while creating value and providing a quality work product throughintegrated design-build project delivery.

DBS Group prides itself on being a true partner to their customers, andis relentless in efforts to contribute to their current and future success.DBS Group may be a new company, but their team consists ofseasoned veterans in the design and construction industry, and theyare committed to being a valued partner to their customers, businesspartners, vendors, and community. Core services provided by DBSGroup are Store Planning, Architectural and Engineering Services, Pre-Construction Services and Construction Services.

Welcome New Allied MemberWGA welcomes Z.T. Distribution, Inc. as thenewest WGA Allied Member! Z.T. Distributionis a full-service Direct Store Distribution (DSD)

company to the grocery industry throughout Wisconsin and NorthernIllinois. Z.T. Distribution services a variety of nonperishable and frozenitems to major chains and independent grocers and additional servicesof: warehousing, delivery, order writing, merchandising, and marketingof fine quality national and regional brands. In 1919, the founder of“Z.T.”, Zigmunt Trojanowski, began selling candy and cigarettes to localgroceries, taverns, and small businesses in the Milwaukee, Wisconsinarea. Three generations later the organization is still family owned andoperated, based in Milwaukee, and services customers throughoutWisconsin. Z.T. Distribution, Inc. attributes its ongoing success to thecore business values that continue to benefit their customers andvendors. Z.T. incorporates the hard work and values from pastgenerations with a focus on innovation and an ability to adapt to theneeds of today’s dynamic marketplace.


IN MEMORIAM

James “Jimmer” W.Grebe The WGA was sorry to hear about the passing of James“Jimmer” W. Grebe, age 58 on January 20, 2016. Ourthought and prayers go out to his family.

James was the proud President and Owner of Grebe’sBakeries, Inc. Preceded by his father, Walter J. Grebe, Jimcarried on his father’s legacy by continuing to be the “yeastin good dough,” naturally helping the family business grow.Following in his father’s footsteps, and eventually paving hisown way, Jim expanded Grebe’s bakery to what it is today.He started in the family business cleaning bakery cabinetsand toilets. At an age before most would even be thinkingabout working, his philosophy was, “Be the first to get upand the last to sit down.”

Jim took the time to get to know his employees by nameand built countless special relationships over the years,treating many of his employees more like family thanpersonnel. Always personable, Jim went out of his way toacknowledge each and every person he met. Unlike manybusiness owners today, Jim was careful to make sure Grebe'sBakery remained family-owned.

Grebe’s is a fourth-generation, family-owned, Milwaukee-based business. Through the years the business has seenmany changes, but it still remains and will continue to be afamily owned and operated business.

GoodmanJewelers.com | (608) 257-3644



1-800-533-9594 www.shullsburgcreamery.com

PAN-O-GOLD Baking Co.1000 Wilburn Road • Sun Prairie WI 53590 • (608)834-1816

[email protected]

875 E. Wisconsin Avenue • Milwaukee, WI 53202www.roundys.com

Phone 414-231-5000

David HerveyChain Account Manager – Wisconsin3939 W. Highland Blvd., Building 35, Milwaukee, WI 53201

414.931.4952 C: 414.732.4815 F: 414.342.1437

[email protected]

CRYSTAL FARMSDistributor of fine refrigerated products tosupermarkets in over 40 states, including:

• Crystal Farms Cheese • Better ’n Eggs• Simply Potatoes • All Whites• David’s Deli Bagels

Contact [email protected](920) 648-3466

150 Camelot Drive, PO Box 1029, Fond du Lac, WI 54936-1029888-5-SOCIETY (888-576-2438) societyinsurance.com

We also offer GRO-SURE, an outstandingproperty/casualty program available specifically forfood retailers. So whether you own a neighborhoodconvenience store or are part of a supermarket chain,it’s worth checking out what Society has to offer!WGA

ENDORSEDVENDOR

Your association-endorsed insurance provider for workers compensation.

Green Bay Distribution Center451 Joannes Ave., Green Bay WI 54304

Pleasant Prairie Office8401 West 102nd St., Ste. 300

Pleasant Prairie, WI 53158

Visit us online atWiLottery.com

The Right Partner Makes All the Difference

Thomas Branta, Market Development Manager 262-308-7548Brad Miller, Vice-President Market Development 630-743-9226

Jeff McClure, Director of Sales & Operations 920-436-1509

Mike MulesLipari Foods Inc.

26661 Bunert RoadWarren, MI 48089

[email protected]

www.LipariFoods.com

Bakers of Country Hearth and Village Hearth Breads and Buns

PROFESSIONAL CARDS

THE POWER OF SHAZAM.

THE POWER TO CONTROLYOUR PAYMENT OPTIONS

www.shazam.net

MERCHANT PROCESSOR OF:• Debit Cards • Credit Cards • Gift Cards • EBT Cards • And More...

Brick HopkinsBRANCH MANAGER, LA CROSSE PRODUCE DIVISION

[email protected]

800-214-4981 DIRECT (715) 379-5455 2967 Airport Road, La Crosse, WI 54603

www.russdaviswholesale.comMerrill, WI • Wadena, MN • Jamestown, ND

• St. Paul, MN • LaCrosse, WI

St. Cloud Division Office360 Hoffman Court • St. Cloud, Minnesota 56303320•251•3961

Fresh Fruits & Vegetables





Documents

Fire Up Frozen Food Sales