MARKETING MERCHANDISING ANAGEMENT ROCUREMENT · DELI BUSINESS (ISSN 1088-7059) is published by Phoenix Media Network, Inc., P.O. Box 810425, Boca Raton, FL 33481-0425

DELI BUSINESSMARKETING MERCHANDISING MANAGEMENT PROCUREMENT

ALSO INSIDE

HOLIDAYHUMMUS

GRAB-AND-GOBREAKFAST

ITALIAN FOODSSOUPS

TURKEYAMERICAN SPECIALTY

FRENCH CHEESE

AUG./SEPT. 2008 $14.95

The Timing Is Right For

Foodservice

Reader Service No. 132

DELI BUSINESS (ISSN 1088-7059) is published by Phoenix Media Network, Inc., P.O. Box 810425, Boca Raton, FL 33481-0425

POSTMASTER: Send address changes to DELI BUSINESS, P.O. Box 810217, Boca Raton, FL 33481-0217

AUG./SEPT. 2008 DELI BUSINESS 3

FEATURESThe Morning Wake Up Call . . . . . . . . . . . . . . . . . . . . . . . . 36Big opportunities rise and shine for on-the-go breakfast items in the deli.

The Great Italian Debate . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40Along with naming rights, manufacturers from both sides of the Atlantic question the correct use of the word “Italian.”

PREPARED FOODSRefrigerated SoupsOffer Simple Solutions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48Culinary flavors, homemade goodness and nutritional buzzwords keep soups fresh and trendy.

DELI MEATTurkey Still AMajor Player . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52Delis need to offer various price points, different flavors and pre-packaged products to cover all the bases.

14

CONTENTSAUG./SEPT. ’08 • VOL. 13/NO. 4

COVER STORY

40

MERCHANDISING REVIEWSMake The Most Of Holiday Splurges . . . . . . 21Use this window of opportunity to showcase luxuryand familiar foods to hear bells ring.

Hummus Riding The Crest Of The Health Wave . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28The center of the Mediterranean dip category, beneficial hummus continues to post increases in sales.

Thinking Beyond The CenterOf The Plate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Supplementary grab-and-go items can easily multiply sales by filling the rest of a shopper’s plate.

33



4 DELI BUSINESS AUG./SEPT. 2008



SPECIALTY CHEESESThe Legacy Of American Specialty Cheese . . . . . . . . . . . . . . . . . . . . . . . . 55Branching out from foreign roots, U.S. cheeses tout their heritage and innovative style.

French Cheeses Accent Tradition,Terroir And Taste . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59Consumers and connoisseurs alike are discovering the joie de vivre of fromage.

COMMENTARIESEDITOR’S NOTEA Teaching Moment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8This is our chance to lead a paradigm shift in the way consumersthink about food.

PUBLISHER’S INSIGHTSDeli Industry Caters For Busy Consumers . . 10Today’s deli foodservice offerings are driven by consumer demandrather than top management edicts.

MARKETING PERSPECTIVEThe Rhetoric Of Italian PDO Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63Being true to your heritage, yet creative in your approach tomarket, is a strength of Americans.

CONTENTSAUG./SEPT. ’08 • VOL. 13/NO. 4

IN EVERY ISSUEDELI WATCH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

TECHNEWS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

INFORMATION SHOWCASE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65

BLAST FROM THE PAST . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6659

55


http:www.cedarsfood.com


DELI BUSINESSMARKETING MERCHANDISING MANAGEMENT PROCUREMENT

COM

ING

NEXT

PRESIDENT & EDITOR-IN-CHIEFJAMES E. PREVOR

[email protected]

PUBLISHING DIRECTORKENNETH L. WHITACRE

[email protected]

PUBLISHER/EDITORIAL DIRECTORLEE SMITH

[email protected]

MANAGING EDITORKAREN B. KING MCCALLUM

[email protected]

CIRCULATION MANAGERKELLY ROSKIN

[email protected]

PRODUCTION DIRECTORDIANA LEVINE

[email protected]

ART DIRECTORJACKIE TUCKER

[email protected]

PRODUCTION DEPARTMENTFREDDY PULIDO JOANNA ARMSTRONG

ADVERTISINGJORDAN BAUM

[email protected]

ERIC [email protected]

RIC [email protected]

RESEARCH DIRECTORSHARON OLSON

CONTRIBUTING EDITORSELIZABETH BLAND KATHARINE KAYE MCMILLAN

BOB JOHNSON KAREN SILVERSTONJACQUELINE ROSS LIEBERMAN LISA WHITETODD MCFLIKER TRISHA J. WOOLDRIDGE

SEND INSERTION ORDERS, PAYMENTS, PRESS RELEASES,PHOTOS, LETTERS TO THE EDITOR, ETC., TO:

DELI BUSINESSP.O. BOX 810217, BOCA RATON, FL 33481-0217

PHONE: 561-994-1118 FAX: 561-994-1610E-MAIL: [email protected]

PHOENIX MEDIA NETWORK, INC..CHAIRMAN OF THE BOARD

JAMES E. PREVOR

EXECUTIVE VICE PRESIDENTKENNETH L. WHITACRE

SENIOR VICE PRESIDENTLEE SMITH

GENERAL COUNSELDEBRA PREVOR

EXECUTIVE ASSISTANTFRAN GRUSKIN

TRADE SHOW COORDINATORJACKIE LOMONTE

DELI BUSINESS IS PUBLISHED BYPHOENIX MEDIA NETWORK, INC.

P.O. BOX 810425,BOCA RATON, FL 33481-0425

PHONE: 561-994-1118 FAX: 561-994-1610ENTIRE CONTENTS © COPYRIGHT 2008

PHOENIX MEDIA NETWORK, INC.ALL RIGHTS RESERVED.PRINTED IN THE U.S.A.

PUBLICATION AGREEMENT NO. 40047928

SUBSCRIPTION & READER SERVICE INFOIf you would like to subscribe to DELI BUSINESS for the print and/or electronic ver-sion, please go to www.delibusiness.com and click on the “Reader Service” but-ton. From there, you can subscribe to the print version of DELI BUSINESS or free ofcharge to the electronic version. You may also enter any company’s reader servicenumber and your request for information will be forwarded directly to the com-pany. In addition, you can read the electronic version and go directly to a com-pany’s Web site through our special hot link feature. Best of all, you may down-load and print any article or advertisement you’d like.

FEATURE STORIESPackagingMeal Assembly Concepts

MERCHANDISING REVIEWSEntréesChicken Programs

PROCUREMENT STRATEGIESOlivesVegetarian

PREPARED FOODSPizza

DELI MEATSPrivate Label

SPECIALTY CHEESESDutch CheesesCalifornia Cheeses

COMING IN DECEMBER/JANUARY 2009Deli Business Specialty Cheese GuideThis comprehensive guide to European and American cheeses continues to expand

with the addition of new cheeses every year. The Specialty Cheese Guide includesname, classification, brief description, country of origin, and type of milk traditionallyused in making each variety.

NEW DYNAMICS OF FOOD SAFETYA look at a changing industry where the private sector is becoming more proactive.

THE DELI MASTERS SPECIAL SUPPLEMENTThis special supplement presents company-specific information from our industry

leaders. Learn about effective point-of-sale materials, advertising programs, and inno-vative cross-merchandising and creative ideas about how to build sales.

COMING NEXT ISSUE IN OCT/NOV 2008

MRS. MAC’S SOUTHERN FRIED CHICKENCharleston, SC-based Piggly Wiggly Carolina Co. owes its

ongoing fried chicken sales to Mrs. Nel McNaughton, whopassed away in May 2008 at the age of 92. In January 1967,Mrs. McNaughton joined the company as deli manager of theDupont Crossing Piggly Wiggly in Charleston, SC. “It was oneof the first stores we opened that had a deli department withhot foods,” recalls Rita Postell, spokesperson for the company.Mrs. McNaughton, or Mrs. Mac, as she was affectionatelycalled, thought her delicious recipe for Southern fried chickenwould attract customers to her counter.

“It’s become an icon over the years,” Postell says. “It’sfamous. We use that recipe in every one of our delis.” The fried chicken is made freshdaily and never frozen. Each Piggly Wiggly store sells from eight to 10 cases of friedchicken every day, with each case containing about 40 pounds of chicken.

Prior to joining Piggly Wiggly Carolina Co., Mrs. Mac headed up a school lunch-room. She was very active in the community and had an established following of admir-ers. “She was a real person and everyone knew her reputation,” Postell says. “Herrecipe helped us tremendously.”

mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]://www.delibusiness.com


http://www.redondoiglesias.com

Every public policy professional, every educator,indeed, every parent comes to recognize that peo-ple, be they the general public, a classroom of stu-dents or one’s son or daughter, are not equallyamenable to learning at all times.

Instead, events and circumstances open the eyes toseeing, the ears to hearing and the mind to learning.The key to bringing about change is to use these oppor-tunities when the mind is receptive to new ideas—commonly called “teaching moments”—to impart newknowledge, to light the way toward new pathways.

Teaching moments are no less important in business.Most of the time in business, we spend enormous sumsof money and engage in efforts of Herculean propor-tions to achieve only the most minute change.

Think of the billions spent by, say, Pepsi—not tomake people thirsty or even to get them to switch toPepsi from milk or beer—just countless billions and amassive application of creative genius to get consumersto drink a little more Pepsi and a little less Coke.

Yet every once in a while circumstances conspire tocreate a moment that causes a paradigm shift. Fewalive are old enough to remember, but as Americaentered World War I and a formerly parochial popula-tion was sent to fight in Europe, many realized thatthere would be no returning to the status quo. In thewords of a famous song of the time referring to theyoung American soldiers, How ‘Ya Gonna Keep ‘EmDown on the Farm (After They’ve Seen Paree):

How ya gonna keep ‘em down on the farmAfter they’ve seen Paree’How ya gonna keep ‘em away from harm,that’s a mysteryThey’ll never want to see a rake or plowAnd who the deuce can parleyvous a cow?

Now a unique confluence of circumstances is creat-ing a “teaching moment” in which consumers will beopen to listening to the deli industry, and if our messageis profound, it can lead to a paradigm shift in the wayconsumers think about food and where they choose topurchase their food.

Part of the issue is opportunity: With gas pricessoaring, extra trips to restaurants are less appealing.With the economy slowing, value for the dollar is arenewed value, and in a post 9/11 world, the cocooningcomfort of finding meals that fit the needs of all thefamily members and eating them together, at home,holds strong appeal.

Of course, opportunity is meaningless unless itmeets preparation. Fortunately, for over a decade now,

the industry—both retailers and suppliers—have gonethrough what we might call the home meal replace-ment shake up.

HMR has been a decidedly mixed bag, indeed a fail-ure, in many aspects. The successes of tomorrow,though, often build on the failures of yesterday. And saywhat you will about HMR, it led to a revolution inquality and variety of prepared foods and broader ser-vice offerings of the deli. It has led to a far more sophis-ticated management system capable of handling farmore than sliced meats and cheeses, and it has led to amore consumer-centric attitude.

So opportunity meets preparation. Well, as MaryPoppins sings on Broadway: Anything can happen if youlet it.

There are many positive signs. Walk into thedeli/foodservice area at Safeway’s new small store con-cept, “The Market by Vons” in Manhattan Beach, CA,and you will find a Sheetz-like computerized ordering-and-payment system to speed up service, with a high-service and quality commitment to, for example, sliceyour bread to the thickness you specify. You’ll find someoutdoor seating to allow friends and family to eattogether right on the premises. And they still tell youhow much you saved as you check out.

Yet all too many retailers are still resisting con-sumer demand. Some retailers still see deli as a drawto get people into a store and then sell them otherstuff. That is why deli drive-throughs and curbsidepickup spots are still few and far between at super-markets. That is a mistake.

When gas prices are high and budgets stressed, peo-ple are open to listening. This is our chance to not fightone another for incremental gains in market share, butto lead a paradigm shift that gets consumers to increasethe percentage of their food dollar being spent withretailers by 10 percentage points.

If we are willing to meet the opportunity.One thing is certain...just as they could not keep

those doughboys down on the farm and so Americachanged forever as a resultof World War I, eatinghabits will change in thiscrucible of change we findourselves in. The questionis: Will the deli industryseize this as a teachingmoment to reeducate con-sumers or will we leave itto others to define a futureless favorable to ourselvesand our industry? DB


F R O M T H E E D I T O R ’ S D E S K

by Jim Prevor, Editor-in-Chief A Teaching Moment


http://www.belgioioso.com


P U B L I S H E R ’ I N S I G H T S

This month’s cover story is about how traditional delidepartments are transitioning into a mecca of pre-pared foods ready to serve today’s consumers withready-to-eat meals that are affordable and are com-petitive with local restaurants. This concept has

been in the news for the past 12 years, starting withHome Meal Replacement (HMR) in the mid-1990s.

Although many people were disappointed by HMR’slack of success, even after excessive expenses and com-mitment, today’s environment is different and delidepartments need to take the lessons learned and forgeahead. The biggest difference is HMR was a top-downmanagement-driven concept and today’s drive to intro-duce superior foodservice offerings is driven by con-sumers’need for affordable one-stop shopping.

HMR was a reaction to the growing trend of eatingout, which was primarily driven by consumers’ growingdisposable income, lack of time and the need for enter-tainment and socializing. HMR was never a deli concept.At one point, industry gurus predicted the demise of thetraditional supermarket organization by departments andpredicted stores would be built around menu planning.

This time, however, consumers are facing a numberof drivers that are forcing them to travel less and reduceexpenses. While disposable dollars are shrinking, time isstill the most valuable commodity. Two-income work-ing families are still the norm, and some families arelooking for additional part-time work. The reasons arewell known — high fuel costs, the mortgage crisis,increasing insurance costs, the tightening of lendingmarkets and loss of jobs. We also have a generation ofyounger folks who didn’t grow up in homes wheremeals were prepared from scratch, don’t know how tocook and, even more important, don’t want to.

This time we are not looking at a marketing conceptdesigned to get market share back from restaurants.Instead, we are looking at consumers going back tosupermarkets and other retail establishments seekingaffordable and delicious foods that will save them money.

Fortunately, the industry’s experience with HMRhas left a solid foundation for growth, and the delidepartment is front and center with consumer-drivensolutions. However, many retailers have still notchanged their marketing to reflect their consumers’changing needs.

While efforts to add quality foodservice offers todeli departments were designed to compete withrestaurants, today’s consumers are looking for addi-tional benefits. Not only are they looking for preparedfoods that are on par with restaurants, but they arealso looking to incorporate prepared foods throughout

the week. Consumers looking to save money andreduce gas usage have no intention of going to thesupermarket every day.

Costco’s rotisserie chickens are an excellent exam-ple of a prepared food offering that goes beyond“What’s for dinner tonight?” Since Costco is not a typi-cal once-a-week shopping trip for consumers, manypeople pick up multiple rotisserie chickens to freeze forfuture meals. The key is people really love Costco’schickens and find them superior to competitors.

Supermarket operators can learn a lesson fromCostco and offer suggestions about freezing and thaw-ing chicken for use later in the week. For many years,retailers have hidden the longer shelf life in fear thatconsumers will believe prepared foods were not fresh.A longer shelf life is now a benefit.

Now is the time to bring back family-size pot pies,meat loaf and pasta dinners. Fresh foods had a logisticalproblem because consumers didn’t worry much abouttomorrow, and restaurants were the primary optionwhen cooking didn’t tickle their fancy. Today, consumersneed to worry about fixing dinner even if cooking is theleast-desired option.

Cooking directions and menu planning are not thenorm for deli departments, but there is no reason why itshouldn’t be. While many consumers will not plan onshopping the deli for all their meals, adding a few quick-and-easy-to-serve options is a great way to plan forthose nights when time is short.

Deli operators also need to think about day-part spe-cific dining, and segmenting the deli to reflect purchas-ing occasions is a winning strategy. Breakfast and lunchoptions are the first day parts that come to mind forsegmented point-of-purchase marketing.

While most deli foods are ready to eat or heat, otherfoods that are also fully prepared can be used as bases forenhanced meals. After all, most restaurants do not pre-pare everything from scratch. Recipes are ideal. Using afresh soup as a base and adding leftover chicken makes asimple lunch into a wonderful dinner, and traditional food-service companies have thein-house expertise to workwith retailers to develop con-sumer-friendly meals.

There has never been abetter time for deli depart-ments to become the con-sumer’s kitchen. The indus-try has the expertise, theprice is competitive and weoffer one-stop shopping. DB

by Lee Smith, Publisher Deli Industry Caters To Busy Consumers


http://www.atlantafoods.com

D E L I W A T C H


Transitions

2008 SIAL TRAVELPACKAGEThe Cheese Importers Associationof America Inc., Washington, DC,invites members and non-membersto join the organization in travelingto Paris, France, to attend the2008 Paris SIAL show, whichtakes places Oct. 19-23, 2008.This travel package begins on Fri.,Oct. 17, and includes accommoda-tions, airfare, some meals, trans-portation and special excursions.For more detailed information, con-tact the organization at 202/547-0899 or go to its Web site.www.theciaa.org

Announcements

WISCONSIN HONORSWOOLWICH DAIRYWoolwich Dairy, Orangeville,Ontario, Canada, received aplaque from Wisconsin GovernorJim Doyle in recognition of thecompany’s role as an investor andemployer in the state of Wiscon-sin. The company established itsfirst U.S. cheesemaking facility inLancaster, WI, to make goatcheese. Woolwich owners Tonyand Olga Dutra accepted theaward from the governor.

www.woolwichdairy.com

BEST CHEESE ACQUIRESCOACH FARMBest Cheese Corp., Mount Kisco,NY, has acquired Coach Farm,Pine Plains, NY, a move thatallows Best Cheese to expand intodomestic production. Already asuccessful importer of specialtycheeses from Europe, Best Cheesehopes to improve Coach’s distribu-tion to the retail and foodservicesectors. Coach Farm, a leader inproducing artisanal goat cheeses,won a Sofi award at the New YorkFancy Food Show in June.www.bestcheeseusa.com

ACHIEVING EXCELLENCEAWARDLactalis USA, New York, NY,received 2008 Achieving Excel-lence awards for the packagingredesign of its Rondelé brand ofgourmet spreadable cheeses andfor the best promotion of itscheese in 2007 with the animatedmovie Ratatouille. Sponsored bythe International Dairy FoodsAssociation (IDFA), the award isgiven in recognition of outstandingmarketing and advertising effortswithin the dairy industry.www.lactalis-usa.com

Bill Drew has retired from theWisconsin Milk Marketing Board(WMMB), Madison, WI, as along-time marketing executive.Throughout his career, Drew wasinvolved in a number of key Wis-consin dairy promotion initiativesand will continue work with theWMMB as a consultant. “BillDrew has been an outstandingadvocate for Wisconsin's dairyproducers,” says WMMB CEOJames Robson. “His dedicationand integrity have been importantattributes to this company for thebetter part of two decades.”www.wmmb.org

David Brohel, Madison, CT,was knighted by Norway’s KingHarald V, who appointed himKnight First Class of the RoyalNorwegian Order of Merit for thepromotion of Norwegian trade andculture in the United States. Bro-hel received this honor in recogni-tion of his achievements as presi-dent of the American Chamber ofCommerce and president andCEO of Norseland Inc., Stamford,CT. Brohel also served on theboard of the Cheese ImportersAssociation of America and waspresident of the InternationalDairy-Deli-Bakery Association.

Sara Hill has joined the Wiscon-sin Milk Marketing Board, Madi-son, WI, as culinary manager,cheese education. Her responsibili-ties include working with profes-sional culinary schools, chefs andretailers around the country toincrease their knowledge andusage of Wisconsin cheese.www.wmmb.org

Patrick Smorch has beenappointed the director of packag-ing sustainability at Atlanta, GA-based Georgia-Pacific. In his newrole, Smorch will be responsible forGeorgia-Pacific’s packaging sus-tainability initiative, the divisiondesign team and the packaging sys-tems optimization program.www.gp.com

Reader Service No. 401 Reader Service No. 402 Reader Service No. 403 Reader Service No. 404

DELI WATCH is a regular feature of DELI BUSINESS. Please send information on new products, personnel changes, industry, corporateand personal milestones and available literature, along with a color photo, slide or transparency to: Editor, DELI BUSINESS, P.O. Box810217 • Boca Raton, FL 33481-0217 • Phone: 561-994-1118 • Fax: 561-994-1610 • E-mail: [email protected]

http://www.theciaa.orghttp://www.woolwichdairy.comhttp://www.bestcheeseusa.comhttp://www.lactalis-usa.comhttp://www.wmmb.orghttp://www.wmmb.orghttp://www.gp.commailto:[email protected]


D E L I W A T C H

Products

NATURAL/WHOLE GRAINSTROMBOLISStefano Foods, Charlotte, NC,introduces Natural/Whole GrainBroccoli Stromboli andNatural/Whole Grain SpinachStromboli. Bearing the WholeGrain Council Stamp, each item isfully baked, packaged and labeledfor easy retail handling and effec-tive merchandising. Stromboli isgreat as an appetizer when slicedor as a lunch or dinnertime entrée.www.stefanofoods.com

DOFINO BRAND FONTINAArla Foods, Basking Ridge, NJ,unveils all-natural Dofino Fontinacheese, made in Wisconsin byDanish cheese experts. Mild andcreamy in flavor with a slightlysharp edge, this cheeese is perfectfor sandwiches while its meltingability enhances cooking applica-tions. Dofino Fontina is available ina variety of sizes, ranging fromeight-ounce chunk packages to 10-pound wheels.www.arlafoodsusa.com

PICKLES IN A BUCKETBrooklyn, NY-based Sonny &Joe’s pickles are now available in aplastic bucket in supermarketrefrigerator sections nationwide.The company’s original recipe forits pickles sold in pushcarts on thestreet is still being used today. Theplastic barrels contain about 10pickles each and come in half-sourand sour versions. www.sonnyandjoes.com

ARTISAN DELI SPECIALTIESManhattan Deli-Arts, Westford,MA, offers a new line of ArtisanDeli Specialties, including TheGreat Lost Pastrami, made fromnavel plate, and The Great LostCorned Beef, made from top-qual-ity double beef brisket. The com-pany also introduced griddle-readyhash offerings: The HistoricallyEssential Corned Beef Hash andThe Historically Essential Pastra-mi Hash.www.deli-arts.com

TRADITIONAL PÂTÉSFROM PATCHWORKThe Patchwork Traditional FoodCo., Dengighshire, Wales, UnitedKingdom, is now producing itspâtés in Selingsgrove, PA, for U.S.distribution. Made of only thef inest ingredients, Patchworkoffers such flavor combinations asChicken Liver, Brandy & HerbPâté, Chicken Liver, Triple Sec &Orange Pâté, Chicken Liver,Tequila & Cranberry Pâté andother combinations.www.patchwork-pate.co.uk

HEAT AND EAT WINGSFrank’s RedHot, Parsippany, NJ,known for its Cayenne PepperSauce, has launched its first-everline of “heat and eat” Buffalo wingsas well as four mouth-wateringmeat snacks and a three-flavor lineof pizzas. Frank’s Original BuffaloWings and Cattlemen’s Hot &Spicy wings are available in 18-ounce microwavable trays in thefresh deli case. French’s Foods, adivision of Reckitt Benckiser Inc., isthe maker of Frank’s RedHotCayenne Pepper Sauce.www.franksredhot.com

GREEN CRESTGORGONZOLASeymour Dairy Products Inc., Sey-mour, WI, introduces Green CrestGorgonzola, an Italian-style Gor-gonzola cheese, to its premiumblue-veined varieties. Based on anOld World recipe, this green-veined cheese is made from wholemilk with a specially selected moldand carefully crafted in smallbatches. Its distinctive flavor lendscharacter to pastas, salads, dress-ings, pizzas and sauces.www.seymourdairyproducts.com

SARTORI BLENDSSartori Foods, Plymouth, WI,takes cheese up a notch with itsSignature Blends Shaved NaturalCheeses, available in three vari-eties. The Caesar blend combinesParmesan, Asiago and gratedRomano cheeses; the Tuscan blendis a mix of Parmesan and Fontinacheeses; and the Sicilian blendcombines nutty Parmesan, Asiagoand Romano cheeses.www.sartorifoods.com


DELI WATCH is a regular feature of DELI BUSINESS. Please send information on new products, personnel changes, industry, corporateand personal milestones and available literature, along with a color photo, slide or transparency to: Editor, DELI BUSINESS, P.O. Box810217 • Boca Raton, FL 33481-0217 • Phone: 561-994-1118 • Fax: 561-994-1610 • E-mail: [email protected]


http://www.stefanofoods.comhttp://www.arlafoodsusa.comhttp://www.sonnyandjoes.comhttp://www.deli-arts.comhttp://www.patchwork-pate.co.ukhttp://www.franksredhot.comhttp://www.seymourdairyproducts.comhttp://www.sartorifoods.commailto:[email protected]

The Timing Is Right For

FoodserviceRetailers are giving restaurants a run for their money by offering gourmet meals, customer service and amenities

By Karen B. King McCallum


“Hello, I’d like to order theGrilled Tuna with OliveCaper Butter from TheGrill and a Sopressataand Sharp ProvoloneSandwich—for curbside pickup, please.”Today, more supermarket delis are gettingcalls like this instead of local restaurants asthe sluggish economy puts a damper on con-sumer spending. While restaurants are brac-ing for the worst, many retailers are findingthey’ve hit pay dirt by offering consumers

restaurant-quality prepared foods, an arrayof food bars, in-store cafés and dining areas,and call-ahead curbside pickup. The evolu-tion of the mainstream deli is approaching itszenith—and the timing could not be better.

By summer 2008, polls found that mostAmericans believed the United States was ina recession. In a May 2008 online surveyconducted by New York, NY-based TheNielsen Company, 85 percent of respon-dents said the country was currently in arecession. Fifty-eight percent of respondents

expressed the same sentiment in a May sur-vey by Port Washington, NY-based TheNPD Group.

The good news? As consumers react tothe rising costs of food, gas and other basicnecessities, delis are filling their needs forquick, fresh, healthful and less expensivemeal solutions. “It’s a big opportunity forgrowth in the deli given the economy rightnow,” says Kathy Lenkov, manager of corpo-rate communications and public relations,Glendale, CA-based Nestlé Professional.

C O V E R S T O R Y


http://www/chloefoods.com


“People may not be going outas much to restaurants, butthey are going to the super-market and deli.”

The NPD Group gave theindustry a heads up about thechanging tide of foodserviceback in September 2007. Itsreport showed that over thepast two years, foodserviceoperations at retail outlets—convenience stores, supermar-kets, discount stores and priceclubs—had posted strongerfoodservice traffic growththan any other segment of therestaurant industry.

Overall, in 2008, super-markets and conveniencestores are expected to growfoodservice operations by 5percent, according to industryconsultant Technomic Inc.,Chicago, IL. The companyobserved that consumers are“trading down to more eco-nomical foodservice alternatives.”

But are consumers really trading down?That’s an arguable point when delis aroundthe country are offering gourmet meals, per-sonal service and restaurant amenities.Moreover, foodservice companies are step-ping up their game to assist delis in makingthe transition from “traditional” to “foodser-vice”deli.

“Retailers are devoting themselves to thedestination shopper,” says Jim Christman,sales manager food equipment, Arneg LLC.The Lexington, NC-based company manu-factures freestanding olive bars as well as hotand cold cases. “The deli area is the storewithin the store.”

On the other hand, it takes the right for-mula for a deli to become a destination.Space requirements, demographics and pro-gressive leadership all figure into the mix.“Traditional stores have to be willing to dowhat it takes,” says Nan McGrath, directorof retail sales, ConAgra Foods Lamb West-on, Omaha, NE. “As a supplier, we can pro-vide what they want, but they have to takethe reins to make it happen.”

Transitioning From TraditionalAccording to the International Dairy-

Deli-Bakery Association, Madison, WI, pre-pared foods account for almost $5 billionannually in supermarkets. With so much atstake, some retailers are rethinking theirstrategies in the marketplace by openingsmaller, more upscale stores and remodelingexisting stores to accommodate shopperslooking for fully cooked meals.

Pioneers in this field, such as WholeFoods Market, The Fresh Market and Weg-mans, have paved the way for others to fol-low suit. Austin, TX-based Whole FoodsMarket opened its original store in 1980, andtoday has more than 270 locations in theUnited States and United Kingdom. Greens-boro, NC-based The Fresh Market startedin 1982 and now operates 79 stores in 18states. Rochester, NY-based Wegmans’ rootsgo back to the early 1900s, but the compa-ny’s progressive leadership has kept up withthe times. In 1996, Wegmans opened its firstMarket Café, featuring prepared foods, at itsCorning, NY, store. Today, Wegmans has 71stores in a five-state region.

For delis trying to get out of “traditional”mode, foodservice companies are more thanwilling to help them attain restaurant-qualitylevels. “The whole retail area needs to sub-stantially change to either compete or sur-vive in this area,” says Lamb Weston’sMcGrath. “Some supermarkets talk a biggame, while others are doing what they’resaying. Most, however, are still trying to fig-ure things out.”

When it comes to applying their exper-tise, ConAgra’s foodservice and retail sidesoften team up to fulfill retailers’ requests fordifferentiated food products. “Our groupswork together, and we wind up being a mul-tifunctional group,” Lamb Weston’sMcGrath says. “Even with an experienced,multifunctional team, it can sometimes takeas long as a year and a half to solve somesupermarket challenges.”

Downer’s Grove, IL-based Sara Lee is

structured into three separate divisions—Sara Lee Deli, Sara Lee In-Store Bakery andSara Lee Foodservice—that currently oper-ate independently. “We’re working on waysto merge these three divisions to providemore consumer solutions,” says Rod Steele,director of category planning for deli. “It’s notgoing to happen overnight, but eventuallywe’ll work together.”

Sara Lee Deli recently updated its DeliConsumer Understanding and TargetedStrategies (C.U.T.S.) program, which thecompany introduced in 2006 to provideretailers with industry and demographic data.Since the program’s inception, Sara Lee haspresented Deli C.U.T.S. to more than 100retailers. “We are extremely data-oriented,”Steele says. “We have reams of data and canextrapolate information about consumerinsights to give retailers.”

Based on Sara Lee’s data, the averageconsumer spends six minutes at the delicounter. “We have the time and the ability tohelp retailers answer the question: ‘How dowe get consumers to the deli?’ ”

Other foodservice companies, however,are making internal changes. In February2008, Nestlé FoodServices became NestléProfessional and centralized operations inSwitzerland to reflect its global resources inthe foodservice business, which includessupermarket delis. “Foodservice has becomea big priority on a global scale,” Lenkov says.“When we’re talking about trends andinsights, we have the whole world now atour fingertips. The potential to pull ideas andsynergies will be great for our operators.”

C O V E R S T O R Y

PH

OT

OC

OU

RT

ESY

OF

PIG

GLY

WIG

GLY

CA

RO

LIN

AC

O.


http://www.transfatsolutions.com


Nestlé Professional develops productsthat are ideal for deli use, such as labor-saving, ready-to-use sauces from its Stouf-fer’s and Minor’s lines. “These sauces helpminimize labor, but provide really flavorfuland bolder tastes for the consumer,” Nestlé’sLenkov says.

The sauces also help traditional delissegue into more exciting prepared foods. Forinstance, Nestlé helped one retailer develop awing bar using Minor’s zesty orange andbourbon-flavored sauces. And Stouffer’s

ready-made dishes present more culinaryoptions. The company’s resources can helpoperators with every format of the deli—hotcase, cold case and grab-and-go.

“Delis need to offer traditional favoritesand something more innovative,” Lenkovsays. “Most delis are upgrading to higherquality products, and they are offering all themenu options that restaurants offer.”

Becoming A DestinationWalk inside the Publix GreenWise Mar-

ket in Boca Raton, FL, and the aromas offreshly prepared foods waft in the air. Thelayout flows logically from the grab-and-gocase to the prepared foods area, which tran-sitions to the deli service counter, and thento the specialty cheese department and adja-cent wine department.

Near the entrance, a separate cashierchecks out shoppers who have made pur-chases in the prepared foods area, and infront of the store, diners fill booths and smalltables and chairs. Outside, signs designateparking spaces for curbside pickup of to-gofoods only—no regular groceries.

The newly remodeled Boca Raton store,which opened in May 2008, is Publix’s sec-ond GreenWise store. The company openedits first Publix GreenWise store in PalmBeach Gardens, FL, and plans are underway for one in Tampa, FL. The PublixGreenWise concept marries products fromthe company’s traditional stores with natural,organic and healthy products.

“We’re very aware of trends in the indus-try, and customer feedback provides us withthe most valuable feedback,” says MariaBrous, Publix’s director of media and com-munity relations for the 900-plus chain basedin Lakeland, FL. “We needed to fill a void.The beauty of our concept is that you cantake a traditional shopper and not miss abeat, but also provide a wide variety oforganic, natural and healthy products.”

Corporate chefs design, prepare androtate the prepared foods. “It’s all done in-house,” Brous says. “We’ve hired the best-of-the-best from the foodservice and restaurantindustries to teach us. Our prepared foodsarea resonates with our customers.”

The company’s buying power keeps costsin perspective. “Our price philosophy is thatour food quality is superior and meets orexceeds the outside dining experience,”Brous says. “We are focused on quality andvalue for our customers.”

The Food Emporium, A&P’s New York,NY-based gourmet banner, operates 16stores in the Manhattan area. The companyhas remodeled two of its locations to includean extensive “Food to Go” area. At itsTrump Palace location, for instance, thestore’s basement offers everyday basic gro-ceries, while the upstairs has been trans-formed into an extensive prepared foodsarea, serving breakfast, lunch and dinner.

“We always had the deli/subs areaupstairs, but now we have a big assortmentand have expanded our range of sandwich-es,” says Hans Heer, senior vice presidentand general manager of The Food Empori-um. “We have ready-to-eat and ready-to-goprepared foods for our customers. NewYorkers don’t have time to cook, and every-

C O V E R S T O R YR

eade

rSe

rvic

eN

o.12

0

http://www.miatech-advantage.com

Stefano’s Strombolis arestuffed from end to end with delicious filling, scored and browned for dramatic appearance. They arefully baked, packaged and labeled for easy merchandis-ing and big sales.

Whether it’s dinner for 2 or a party of 10, Stefano’s offersyour customers a selection that is simply delicious!

For more information, contact Stefano Foods, Inc.4825 Hovis Road, Charlotte, NC 28208 ~ 1.800.340.4019,or visit our website at: www.stefanofoods.com

NEW!


http://www.stefanofoods.com


thing has to be fresh and trendy. Most of ourcustomers are women, and they wanthealthier foods, less salt, lower fat and organ-ic products.”

In the coffee area, shoppers can eat theirprepared foods and relax on Italian furniturenear bright and airy windows. “It’s a veryclean, open area that seats from 40 to 50people,”Heer says.

Both Food to Go stores have full operat-ing kitchens with in-store chefs. “They pre-pare a big part of the foods themselves,”Heer says. “Some we buy from outsidefoodservice companies, such as salads, butwe do most of our food preparation usingour own recipes and chefs.”

According to Heer, breakfast and lunchare the busiest times of the day. “By evening,it’s different,” he says. “New Yorkers go torestaurants or some buy foods to take homeand eat—and not always prepared foods.”

In Myrtle Beach, SC, Piggly Wiggly Car-olina Co. opened in its benchmark “intuitive”store in April 2008. The Charleston, SC-based company built a brand-new store inthe trendy Market Common development, acommercial/residential community thatarose from a former air force base. The com-pany worked with Marco Retail Group,Northfield, MI, to develop a concept that fitsthe way people intuitively shop.

“The deli area is the main focus of thestore,” says Rita Postell, spokesperson forPiggly Wiggly Carolina Co. “It’s like yourhome where the kitchen is at the center. Weserve a wide range of fresh foods, from sand-wiches to gourmet meals. Preparation isconstantly ongoing, and a café surrounds thedeli area.”

Again, in-store chefs prepare foods basedon consumers’ feedback, and the store alsooffers curbside pickup. In addition, it featuresa Dream Dinners franchise, where cus-

tomers can put togethertheir own dinners. “We aregiving you all the options,”Postell says. “Sometimes,it’s a little overwhelming.”

The surrounding shopsand community make thisstore a popular destina-tion. The communityappeals to retirees, youngprofessionals and youngfamilies with children.Condo apartments topupscale shops, such asWilliams-Sonoma, BrooksBrothers, Banana Republicand more.

“This development is avillage concept with a lotof parks and walkways,sort of like a Europeancommunity,” Postell says.“The setting encouragespeople to be out, walk andput the social element intoshopping. People can makea day of it and then go gro-cery shopping at the end.”

Preparing ToGrow

The drive to openexpanded delis comesfrom a general belief thatdelis have been mired incookie-cutter mode fartoo long—something the new breed wantsto avoid. “We’re not taking a cookie-cutterapproach,” Publix’s Brous says. “We contin-ue to learn as we build the GreenWisestores, and we try to customize each storeto some degree. For instance, the BocaRaton location offers more Kosher productsthan the Palm Beach Gardens location anddoesn’t have a mezzanine level like the PalmBeach Gardens store.”

As companies move forward, they areassessing all their options. The Food Empori-um, for example, is limited in its remodelingefforts because of the lack of square footage.It refurbished a third store but didn’t haveenough space to include the Food to Goconcept. What’s more, Heer says it takes along time to get anything accomplished inNew York.

“We’re looking for locations now toexpand the concept outside of a supermar-ket setting,” Heer says. “We’re looking atseparate stand-alone stores; it’s a conceptthat works.”

Most importantly, market and demo-graphic research is critical to the success ofdestination delis. Publix positioned its Green-

Wise Markets in areas with a high consumerindex for healthy, natural and organic foods.

Piggly Wiggly’s Postell points out thatlocation, consumer income and other factorsfigure into the formula. “If it’s a right fit, it willwork,” she says. “And if you give your cus-tomers value for the product, customer ser-vice and all the options they are looking for, itwill work.”

Finding the right balance between tradi-tional and restaurant-alterative is the trickypart. “Our challenge is offering the right mixof basic and specialty gourmet items,” Heersays. “We want to be the neighborhoodstore and provide people with what theyneed, but offer some gourmet things too.”

Lamb Weston’s McGrath believes retail-ers must make a commitment to change.“The real difference is that some retailershave figured it out, make fresh foods andhave plenty of trained people to walk aroundthe counter and say, ‘Can I help you or doyou want a sample?’ Speed and convenienceare important, too. In some traditional stores,you often can’t find someone in the deli towait on you. And consumers are not goingto wait.” DB

C O V E R S T O R YRe

ader

Serv

iceN

o.13

5

PH

OT

OC

OU

RT

ESY

OF

WH

OL

EF

OO

DS

MA

RK

ET

http://allqa.com


M E R C H A N D I S I N G R E V I E W

Lean times or not, shoppers will splurgethis holiday season, and impulse buys inthe deli will make up a large percentageof those sales. Beginning in November,consumers will look to delis to help with

their holiday entertaining, from main dishesand side dishes to appetizers and snacks.Many people will want foods that are specialas well as easy to prepare during these busyand exciting months.

Specialty cheeses comprise some of themost important grab-and-go holiday sales.“Holiday is clearly a key period for us, repre-senting more than 25 percent of total sales intwo months,” says Gwenaelle Lettermann,marketing director, Lactalis USA, New York,NY, cheese producers based in France.“More people entertain with specialtycheeses during the holidays, whereas onlyspecialty cheese-addicted consumers canconsume them all year long. This is true forspecialty cheeses like Brie and gourmet,spreadable specialties that will help transformthe party buffet into something special.”

Ever-increasing in popularity, Mediter-ranean and olive bars are also poised to seeplenty of action. “During this time of year,there is so much entertaining happening,”says Mary Caldwell, marketing manager,New York, NY-based FoodMatch Inc.,importers and suppliers of all-natural olivesand antipasti. “Consumers are looking forspecial items—unique items—and they wantto impress their family and friends.”

According to Caldwell, the spectrum ofantipasti products provides the excitement inthis category. “We’re always looking for new,enticing flavor profiles from around theworld,” Caldwell says. “We love exploringthe diverse elements found in the cuisines ofMorocco, France and Greece and bringingthem to market.”

Imported specialty meats, such as dry-cured hams, fit right in with these partyfoods. Kate Whittum, sales and marketingdirector, Redondo Iglesias USA, GardenCity, NY, producers and importers of serranoham, believes that consumers are looking for

Make The Most Of Holiday SplurgesUse this window of opportunity to showcase luxury and familiar foods to hear bells ring

BY JACQUELINE ROSS LIEBERMAN

PH

OT

OC

OU

RT

ESY

OF

MA

RC

EL

ET

HE

NR

ICH

AR

CU

TE

RIE

FR

AN

ÇA

ISE



something special to serve at parties. “Our18-month Riserva Oro is ideal for holidayentertaining because it could be part of acocktail party, a first course for dinner or aSpanish-themed tasting,” Whittum says. “It’s

no-fuss, no-muss, no-bother and easy to usewhen everyone is strapped for time.”

Dress For The SeasonMany companies offer items in holiday

PH

OT

OC

OU

RT

ESY

OF

VO

LP

IFO

OD

S

packaging to boost sales such as Dutchcheesemaker Beemster Cheese, whoseSanta’s Choice features two-sided packag-ing. “Santa’s Choice is Beemster Classiccheese, which most of our customers stockyear-round, but the packaging offers stores away to merchandise Beemster that appealsto the customer’s holiday spirit,” explainsMichael Evan Blum, sales and marketingmanager, Beemster USA, Jersey City, NJ.“The cheese allows stores to build eye-catching displays that not only are sure toincrease their sales of Beemster Classic(Santa’s Choice), but also draw consumersinto the cheese department and increasetotal cheese sales during the holiday season.”

Santa’s Choice wheels come with theunique logo on one side of the wheel andwith both traditional Beemster Classicrepack labels as well as the festive Santa’sChoice repacks.

The beauty of this plan, Blum says, is thatthe packaging still works after Christmas haspassed—just flip the cheeses over to revealthe usual label. “Beemster’s philosophy is toprovide stores with the best product andbest possible marketing/merchandising assis-tance,” Blum says. “By having a holiday itemthat is the same product the customers are

Rea

der

Serv

ice

No.

112

http://www.beemsterchees.us/santaschoicehttp://www.beemstercheese.us/santaschoice


used to, stores have no fear of having a holi-day item at the end of the season.”

In addition to festive packaging, manycompanies are releasing new flavors in timefor Thanksgiving. “Earlier this year welaunched Beemster with Wasabi,” Blumsays. “This cheese, especially when storesoffer samples, has proved to be a huge suc-cess. We look forward to launching anothervery new and exciting cheese later this yearto the Beemster line on a full-time basis as

well as introducing a very limited-editioncheese, one of the most sought after vari-eties of aged Dutch cheese.”

Lactalis also will offer holiday-focusedcheeses. “Our key products for the 2008holidays are really focused on making it easyfor people to wow their guests with specialtycheeses,”Lettermann says.

The company is planning to unveil severalproducts this season. “First, a Brie log thatwill help in preparing amazing appetizers withBrie, crackers, and a gazillion of delicious andsimple pairing ideas printed on the packag-ing,” Lettermann says. “We know that halfof the specialty cheese consumers eat is con-sumed with crackers. This is the perfectpartner for crackers—easy to slice, delicious-ly creamy and buttery— and it pairs wellwith savory and sweet flavors. Second, twospecial holiday flavors we developed with aFrench chef in our Rondelé lineup, based onkey ingredients consumers love for the holi-days: pumpkin and cranberry-orange. These

gourmet spreadable cheeses will add holidayromance to any cracker or preparation.”

A Special Time Of YearDuring this season, more than any other,

quality matters, especially because shoppersare entertaining guests and celebrating spe-cial occasions. “The one thing we alwaystalk about is quality over price,” says JimSisco, vice president of sales, Savannah FoodCo., Savannah, TN. “Offer the consumer a

variety of seasonal items and don’t skimp onthe price.”

Savannah Food Co. makes frozen sidedishes, including cornbread dressing andsweet potato casserole. Although it may betempting to offer inexpensive options, Siscosays it would not be a good strategy for aseasonal buy. “They’ve got shoppers in thesestores that don’t usually buy these kinds ofitems,”he says.

Offering foods that hint at luxury will


Rea

der

Serv

ice

No.

136

DURING THISSEASON, MORE THANANY OTHER, QUALITYMATTERS. “THE ONETHING WE ALWAYS

TALK ABOUT IS

QUALITY OVER PRICE.OFFER THE CONSUMERA VARIETY OF SEASONAL

ITEMS AND DON’TSKIMP ON THE PRICE.”

— Jim SiscoSavannah Food Co.

mailto:[email protected]



T he holidays are a busy time for pâtésales. “Our business is very season-al, and customers think about pâtéwhen it comes to the holiday season,”says Sébastien Espinasse, vice presidentsales and marketing, Fabrique Délices,Hayward, CA. “Everybody is in partymode. The pâté holiday sales are hugefrom October to December.”

Pâté is popular for holiday entertainingbecause it is perceived as an exotic andluxury item, like caviar, explains LaurieCummins, president of Alexian Pâtés andSpecialty Meats, Neptune, NJ. “Newcom-ers to pâté always enjoy the experience oftrying it,” Cummins says.

Not surprisingly, Europeans havealways thought that pâté is perfect forentertaining. “In France, everybody servespâté and foie gras for the holiday meals,”says Elodie Jouannel, marketing manager,Les Trois Petits Cochons, Brooklyn, NY.“It’s high-end—great quality, great flavor—and so easy to serve.”

Pâtés are wonderful as instant appetiz-ers, and Alexian’s Cummins suggests fill-ing puff pastry shells or hollowed hard-

Upscale Pâtés Are Easy To Serveboiled eggs with any variety of spreadablemousse. Top with a sprig of green for thefinishing touch.

Increasingly, pâtés are being used asan ingredient in making special dishes.“Pâté is now being used by restaurants ina variety of dishes, such as Wellingtons,and to give richness to sauces andgravies,” says Yvette Etchepare, director ofmarketing, Marcel et Henri CharcuterieFrançaise, South San Francisco, CA. “Weeven have customers who use pâté in theiregg rolls and rice dishes. Our coarse pâtésare fabulous for giving stuffing that extraburst of flavor.”

Pâtés have a way of elevating themood of any social gathering, and theunique flavor combinations from ThePatchwork Traditional Food Co. are sureto spark some lively conversation. Thecompany’s lineup includes such spiritedcombinations as Chicken Liver, Tequila &Cranberry Pâté; Chicken Liver, Triple Sec& Orange Pâté; Chicken Liver, Bourbon &Blueberry Pâté; and Welsh Dragon’s Pâté(venison liver with chili).

Based in Wales, United Kingdom,

Patchwork makes its pâtés for the U.S.market in Selinsgrove, PA. “Our pâtés aresemi-coarse; what we call Welch countrystyle,” says Margaret Carter, founder ofthe 25-year-old company. “They are allorganic and contain no additives orpreservatives.”

A number of new pâtés will becomeavailable in time for Thanksgiving thisyear. Fabrique Délices is introducing itsPheasant Terrine with figs and pistachios.Les Trois Petits Cochons will offer WildBoar Pâté with Chestnuts and Raisins andVenison Pâté with Cranberries and Pista-chio Nuts. Alexian Pâtés will offer HerbsDe Provence Pâté, a country-style pâtémade with chicken, rum and herbs deProvence, as well as a tofu-based veganpâté called Curry with Bell Pepper.

Alexian’s Cummins believes that con-sumers’ interest in exotic and exciting fla-vors continues to grow. “I think this is areflection of a much more adventurouspopulation,” she says. “For many years ourmost popular pâtés were the French clas-sics. Now, we are reporting very healthysales of pâtés, such as Spiced Apple

Rea

der

Serv

ice

No.

141

Rea

der

Serv

ice

No.

138

http://www.patchwork.pate.com



Rea

der

Serv

ice

No.

100

Rea

der

Serv

ice

No.

134

Mousse, Mushroom with Artichoke Pâtéand our Pheasant with Rosemary Pâté.”

According to Patchwork’s Carter, thekey to increasing sales and consumerawareness is to offer samples. “Sixty per-cent to 70 percent of pâté sales depend ontasting it,” she asserts. “Once someonetastes it, they are likely to purchase it.”

Meanwhile, sales of classic flavorscontinue to grow. “Definitely the MousseTruffée—chicken liver and black trufflemousse—has been gaining in popularitythroughout the years,” says Les TroisPetits Cochons’ Jouannel.

Fabrique Délices’ Espinasse notes thatall the mousses are very popular now inthe United States. “We can see a greatmove on to this new category, which isRillettes du Périgord, or duck rillettes—shredded duck meat cooked in duck fatfor a couple of hours confit-style,” he says.

Espinasse has found that it is impor-tant to offer American consumers somepork-free products. “Pâté is a very diffi-cult category and a very seasonal prod-uct,” he explains. “By having pork-freeproduct, we can reach customers, such as

Jewish, Muslim and the rest of the popu-lation that does not eat pork.”

Natural products are also increasinglyimportant to the category. “Our productsare made by using meat and poultryraised without added hormones or antibi-otics, never fed animal by-products andraised by farmers and ranchers who careabout animals and the environment inwhich they live,” Fabrique Délices’Espinasse says. “People are very cautiousabout what’s in their product.”

Pre-packaged slices have become amust-have for delis. “I see a very strongtrend toward retailers favoring the pre-packaged pâté in place of cut-to-orderpâté,” Alexian’s Cummins says. “There is alingering belief that pâté packaged at the‘factory’ is perceived to be less fresh thanthe pâté cut personally. This is seldomtrue, and I believe today’s shopper prefersthe convenience and speed that the grab-and-go package offers. And, in the case ofre-packaging or cutting and re-wrapping,the retailer is spared the cost of labor andcarrying the risk of bacterial contamina-tion in environment and handling.”

Les Trois Petits Cochons’Jouannel alsobelieves in the merits of pre-packagedpâté slices. “The creative packaging makesit easy to be displayed, hung in the delicase or just stacked against each other,”she says.

Consumers get an extra benefit frompackaged pâté because it stays fresherlonger. “With the excellent shelf life ofour slices, they can keep it in their refrig-erator for unexpected guests,” Marcel etHenri’s Etchepare says.

No matter how it is offered, pâté needsto be cross-merchandised with cheeses,olives, cornichons, crackers, baguettes andwine. “When serving pâté, we suggestusing a neutral-flavored cracker, such asMelba toast or a similar cracker,” Patch-work’s Carter says.

And pâtés need not be limited to onearea of the store. “While visiting a store inCanada, I was amazed to see pre-packagedpâté of all sorts and brands merchandisedin several locations in an IGA store,”Cummins says. “They were in cheese, deliand meat departments, and near preparedfood offerings.” DB

mailto:[email protected]://www.magicseasonings.comhttp://www.alexianpate.com



serve you well, according to FoodMatch’sCaldwell. “We work with brands whosepeople are truly artisans and put thought andcare into recipe development or curingprocesses,” she says. “Their care and exper-tise result in delicious products—productsthat taste the way they would if you wereactually in Greece, Italy or France. Theytransport you.”

Serrano ham is another item that allowsconsumers to “spoil” their guests. “Redondo

Serrano is ideal for parties because there isno preparation involved or special handling,and as a host you look brilliant serving itbecause it’s obviously premium, au courantand delicious,”Whittum says.

While exotic items tempt consumers tosplurge at this time of year, it is important tooffer familiar classics as well. “Beemsterappeals to a very wide consumer base,which makes choosing a few Beemster vari-eties a success for any host,” Blum says.

“The age range of a Beemster consumer isfrom child to adult, and our cheeses attractpeople who have had limited exposure tospecialty cheeses all the way up to wine andcheese connoisseurs.”

For instance, Beemster Vlaskaas can beused to make fondue, which has enjoyedrenewed popularity in the United States.Beemster X-O- and Classic go well withnuts, fruits and condiments such as honey.Additionally, Beemster cheeses can be usedin cooking to make any prepared appetizermuch more exciting.

More and more, ease of preparation is animportant factor. “The selections we providefor olive and antipasto bars and multi-deckprograms make it incredibly simple to grab abunch and, in minutes, put together a stun-ning and mouth-watering platter,” Food-Match’s Caldwell says.

When it comes to customers in a hurry,party platters are an easy way to encouragesales. “How much more convenient andsimple could it be for the consumer than tohave the platter made up for them?” Cald-well poses. “Delis have the option of control-ling the products and weights they put into aparty platter by having the platters availableby order. Alternatively, they could offer aspecial on the Med bar and let consumerscreate their own. Deli buyers should conferwith their sales reps on the best way to max-imize profits on platters.”

Although consumers are more willing tosplurge on fat and calories as well as dollars,healthfulness can give an item a great advan-tage. “During this time of year, there’s alwaysa lot of discussion and tons of media cover-R

eade

rSe

rvic

eN

o.11

9

“HAVE PRODUCT INSTOCK AND START

PUSHING IT AT BUSY

TIMES STARTING AFTER

LABOR DAY. THIS WILLENSURE THAT

CUSTOMERS WILL

DEMAND IT DURING

THE HOLIDAYS.”

— Kate WhittumRedondo Iglesias USA

http://www.foodmatch.com


age—whether it’s newspapers, broadcastradio and TV or consumer magazines—about how to ‘stay good’ with all of the par-ties and food gifts surrounding people,” Cald-well points out. “Almost the entire Food-Match product line is within what theMediterranean Food Alliance considers ahealthy diet. By centering holiday dining andentertaining around foods in the Mediter-ranean Diet, consumers can relax and enjoywithout feeling guilty.”

Push Sales FurtherA good display will give shoppers multiple

uses for each item. Divina, a founding mem-ber of the Mediterranean Food Alliance, pro-vides brochures and displays for its olive andantipasto bars, and for participating super-markets in the Mediterranean Food Alliance’s“From Your Cart to Your Kitchen”program.

“Divina has outstanding point of purchase

(POP) campaigns that drive home thehealthy, easy and convenient message,” saysCaldwell. “Market Plates by Divina uses sea-sonal products combined in an easy recipewith products from the Med bar. This helpsconsumers work with what is in seasonwhile still enjoying their favorite out-of-sea-son product, such as Divina Roasted Red&Yellow Tomatoes, without sacrificing fla-vor or quality.”

Delis can help consumers by providingideas and solutions. “People are really lost infront of that cluttered specialty cheese case,and anything to help them find easy and deli-cious ideas that will wow and please theirguests will be a no-brainer,” Lactalis’ Letter-mann says. “Show a brie tort, distributerecipes and group products that would pairwell, such as a brie log plus crackers plusorange jam.”

In addition, shippers and racks give nor-


PH

OT

OC

OU

RT

ESY

OF

FO

OD

MAT

CH

mal products an elevated perception of quali-ty and uniqueness. “It’s a great way to high-light entertaining and gift-idea products,”Caldwell says.

Beemster USA’s Blum knows howimportant it is to remind shoppers of gift-giv-ing ideas. “Beemster is a cheese that is verydurable and travels well, whether it is in thecar on the way to a party or in a FedEx boxas part of a gift basket being sent to a friendor family member,” Blum says. “I havereceived wonderful feedback over the yearsfrom customers of igourmet.com who havereceived Beemster in many of their differentholiday gift assortments, all of whom raveabout the condition that the cheese arrives inand its fantastic taste.”

And when it comes to gifts, think outsidethe box. “Olives and antipasti are fantasticgifts,” Caldwell says. “Consider bringing dis-tinctive stuffed olives, such as almond or cit-rus, and the makings for a classic martini as aunique hostess gift. Bring something unusualor eclectic to parties or the office potluck. It’sa fun, festive way for people to try some-thing they normally would not have pickedup on their usual shopping trip. Stores caneasily suggest these ideas to their shoppersthrough a number of merchandising options,from mailers to in-store announcements tosimple signage.”

Beemster’s Blum emphasizes the role thatimagination and creativity plays in sellingproducts. “The consumer likes to buy aproduct that the deli manger knows aboutand is able to tell its story through a fun andenthusiastic method,” he says. “I have seeneverything, from handmade posters aboutBeemster’s artisanal craftsmanship beingmade by H-E-B deli managers, to elaboratedisplays, including milk cans and fake grass.Most recently, we had the unveiling ofBeemster Graskaas, a very rare spring milkcheese. Lunds and Byerly’s stores in Min-neapolis, MN, built magnificent displays, andsome employees even dressed the part tohelp excite the customers.”

Because consumers have so manydemands on their time—family, work, trav-el—they want help with entertaining ideas atthe holidays. “That combined with a holiday‘urge to splurge’ on tasty treats, which theywouldn’t add to their weekly basket,”Redon-do’s Whittum says. “Just get it in front ofthem. Feature it as a weekly special in Sep-tember or October; put shelf talkers for‘Easy Entertaining’ next to pre-sliced Redon-do Serrano; stock pre-made holiday plattersduring weekends starting in the fall; and,most importantly, have product in stock andstart pushing it at busy times starting afterLabor Day. This will ensure that customerswill demand it during the holidays.” DB


Hummus is spelled many different waysdepending on its country of origin, butthis Mediterranean dip speaks a univer-sal language when it comes to U.S.consumers. During the 52-week period

ending June 14, 2008, New York, NY-basedThe Nielsen Company tracked dollar sales ofhummous, hummus, hommus, chumus, etc.,in food/drug/mass merchandiser stores(excluding Wal-Mart), which totaled $214.1million. During the same period, the equival-ized unit volume (16-ounce basis) totaled$38.2 million. In comparison, during the 52-week period ending June 16, 2007, hummussales totaled $164.0 million and the equival-ized unit volume totaled $29.6 million.

“We’ve seen hummus sales increase 30percent year after year,” says Rodrigo Troni,chief marketing officer of Sabra Dipping Co.,Astoria, NY. “Sabra alone has almost a 30percent share of the hummus market.”

Brooklyn, NY-based Sonny & Joe’slaunched its brand of hummus in May 2008,but vice president of sales Howie Klagsbrunhas been involved in the hummus categoryfor over six years. “The category as a wholeis on fire with double-digit growth for morethan 10 years,” Klagsbrun says. “This categoryis showing no signs of slowing down.”

Consumers across the country are buy-ing hummus in record numbers. Accordingto The Nielsen Company, in the 52-weekperiod ending June 14, 2008, supermarketshoppers in Boston bought 171 percent morehummus than expected for a market its size.Miami supermarket shoppers followed next,with 114 percent buying more hummus thanexpected and New York shoppers buyingtwice as much hummus than expected.

From the East Coast to the West Coast,hummus is riding the crest of the “healthydiet” wave. Its main ingredient, the chickpea,

Hummus Riding The Crest Of The Health WaveThe center of the Mediterranean dip category, beneficial hummus continues to post increases in sales

BY TRISHA J. WOOLDRIDGE

28 DELI BUSINESS AUG./SEPT 2008


http://www.sabra.com



is high in nutrients and fiber and contains notrans fats—the type of fat associated withbad cholesterol and heart disease. Otheringredients, such as lemon, olive oil and gar-lic, also have healthful effects on cholesteroland heart disease.

“With all its health benefits, it is no won-der hummus has been around forever,”Klagsbrun says. “Hummus contains no transfats or animal fats, has no added sugar, andcontains more protein per ounce thanground beef as well as iron and fiber. Hum-

mus is also dairy-free and gluten-free.”Additionally, the flavors and textures of

hummus offer consumers a different experi-ence with each product that hits the market.These factors not only drive impulse sales,but also encourage repeat sales as con-sumers incorporate hummus into their regu-lar diets.

Ever-Evolving FlavorsA wide variety of flavors are giving origi-

nal or classic profiles a run for their money.

Companies are embellishing hummus prod-ucts with roasted red peppers, garlic, gardenvegetables, chilis, horseradish, olives, sun-dried tomatoes and fruit.

“Our most popular flavors for years havebeen original, roasted garlic and roasted redpepper hummus in that order,” says NicoleDay, vice president, Mediterranean Delights,Saxons River, VT. “The original flavor remainsNo. 1, but now roasted red pepper and ourchipotle pepper are rivals for second place. Intalking with hummus consumers, I am notic-ing that people seem more open to tryingnew flavors than they have been in the past.”

Garnishes, such as pine nuts, Feta,sesame seeds, chopped olives and otheringredients, are topping hummus products.Sabra recently introduced new flavors to itsextensive lineup of garnished hummus: sun-dried tomatoes, caramelized onion, cranberryand fig, chipotle, and peppadew.

The company developed its chipotle fla-vor to attract male consumers who wanteda bolder flavor profile. “Our consumer stud-ies show that more males tend to prefer thisflavor, and they typically eat it when watch-ing football games or other sporting events,”Troni says.

Peppadew hummus affords an in-between taste sensation that’s not too sweetor spicy. “Once people try hummus, theadoption rate is very high,”Troni says. “Aftertasting hummus, consumers describe Sabra’sproducts as fresh, authentic, healthy andgreat tasting.”

Prior to launching its line, Sonny & Joe’stested various formulations and flavors tofind out what hummus consumers wanted.“Real hummus lovers—those who have triedhomemade hummus—have told me that‘commercial’ hummus just does not tasteright,” Klagsbrun explains. “Our goal wasto perfect hummus—to create a ‘home-made’ version for retail capable of going upagainst the best restaurant or specialty hum-mus out there.”

According to Klagsbrun, hummus shouldnot be overwhipped or too lose. “We havecaptured the proper consistency and densityof the dip,”he says.

The company offers seven flavor vari-eties, all of which come pre-garnished. “HotEnough Hummus? is for the consumer wholikes a little heat in their food, Garlic Addic-tion is for the real garlic lover, and HummusM’asabaha is for those who want a real Mid-dle Eastern flavor,” Klagsbrun says. “All thedips are ready to serve—and ready to party.”

Some manufacturers, however, arechanging the texture of hummus to becreamier, lighter and smoother. Northfield,IL-based Kraft Foods’ Athenos brand intro-duced a creamier product with a variety ofR

eade

rSe

rvic

eN

o.12

2

http://www.dcicheeseco.com


garnishes. “The Athenos NeoClassic Hum-mus is a smooth, creamy twist on theAthenos hummus we introduced in 2007,”says Dan Alesia, promotions manager.

Meanwhile, Richfield WI-based DCICheese Co. launched a low-fat hummus for-tified with vitamins and calcium under thebrand name Meza VitaHummus. Availablein three flavors—traditional, garlic and pep-per and olive—each serving provides the rec-ommended daily allowances of Vitamins A,C and E and 10 percent of calcium needs. Eachserving contains only two grams of total fat,about half the amount of regular hummus.

Promote Its Many Uses“Hummus is such a versatile product,”

says Mark Smith, vice president of sales,Cicero, IL-based Wild Garden, distributorsof Wild Garden Hummus dips, pita chips andsnacks. “In the Middle East, consumers liter-ally use it at every meal. It’s almost compara-ble to the way Americans use butter. Usinghummus as an ingredient for products liketuna and chicken salad instead of traditionalmayonnaise is an opportunity.”

The versatility of hummus is what makesit so successful. “It’s not just a dip,” Sabra’sTroni says. “It can be used as a spread, as a

micro-meal with bread and vegetables, andas a healthy snack.”

Recipes showing hummus as more than adip or condiment give consumers a reason to

purchase the product on a regular basis. Sig-nage explaining the health benefits of hum-mus is also essential to promote sales.

“Consumers are ready to try new tastes,

but may have less experience with Mediter-ranean foods like Feta or hummus,”Athenos’ Alesia says. “They may have triedthem in a restaurant, but are uncertain howto use them at home in a meal or for enter-taining. Providing usage ideas can help edu-cate consumers and encourage purchases.”

Delis can capitalize on hummus sales bystocking a few favorite flavors based on thestore’s demographic and rotating additionalflavors each quarter. Signage should let cus-tomers know these selected flavors are avail-able only for a limited time.

Furthermore, delis looking to cater to theever-growing vegan, vegetarian or health-conscious crowd should include vegetable-and-hummus wraps as a staple item on themenu. Even if hummus is not on the menu,putting together a demo plate of hummusand chips or hummus and cold cuts goes along way to boost sales.

“It’s tried and true that product demosand samples are the best options for gettingnew customers,” says Frank Chow, DCICheese Co.’s marketing manager. “Highlighthummus in sandwiches as a spread, or offera tray of cold cuts with hummus. There is nobetter way to market than to demo.”

In addition to demos, displays serve as


“USING HUMMUSAS AN INGREDIENT

FOR PRODUCTS LIKE

TUNA AND CHICKEN

SALAD INSTEAD OF

MAYONNAISE IS

AN OPPORUNITY.”

— Mark SmithWild Garden

Rea

der

Serv

ice

No.

114

http://www.wildgarden.biz



“silent salespeople.” Every company willargue its product needs more space, but delireal estate is limited and in high demand.Therefore, manufacturers are getting cre-ative with shippers and cross-promotions.Athenos’new shipper for its pita chips can beplaced right next to its hummus products inthe cold case. In addition, the shipper high-lights the brand’s tie-in to the summer movie,Mama Mia! Labels on both the pita chipsand hummus products advertise free musicdownloads from the movie.

While space may be limited, it’s importantto group hummus and Mediterranean foodstogether. Along with hummus, people willexpect to find flatbreads, pitas, pita chips andother Mediterranean accompaniments.

“If delis want to build the category, theyneed to put it where people can see it,” saysDominick Frocione, vice president of sales,Cedar’s Mediterranean Foods, Ward Hill,MA. “If you move it from one side of thecase to another, regular purchasers will huntfor it. Devote shelf space and have proper

signage for this Mediterranean category.”Sonny & Joe’s Klagsbrun adds that delis

should not be afraid to take the deli depart-ment to the next level. “Make your refrigera-tor cases the ones people talk about andcome back to,” he says. “A deli that makes adecision to separate itself from the ordinarywill make a name for itself and thrive. Byraising the bar to better quality and eye-catching, creative packaging, delis will createmore profits for their departments.”

Mediterranean AccompanimentsAlong the Mediterranean Sea, farming,

fishing and seaports created the need forgrab-and-go meals long before “grab-and-go”was a term. With so many merchant ports,marketplaces provided foods that buyers andsellers could eat quickly and easily. Hummusprovided protein while salads and relishesprovided other nutrients.

Although hummus is often marketed as aMiddle Eastern food, it also comes fromGreece, where tzatziki, a thickened yogurtflavored with garlic, dill and cucumber, is afamiliar food. Labne, a strained yogurt, is amajor ingredient in tzatziki, but it’s also a hot,new product on the market by itself.

“It’s a great dip for pita or as a garnish,”says Ross Baghdassarian, president, KarounDairies, Sun Valley, CA. “But it’s also a goodtenderizer for meats or a base for creamsoups. It’s a healthy alternative to sour creamand cream cheese.”

Tabouleh and chickpea salads bring inMiddle Eastern or North African influences.Tabouleh, a mix of parsley, bulgur (crackedwheat), tomatoes, red onions, lemon juiceand olive oil, pairs well with hummus as asalad or relish. Tahini, a thick paste made ofground sesame seeds, is often used in makinghummus or babaganoush, a purée of roastedeggplant that, like hummus, has many differ-ent spellings.

Sonny & Joe’s makes an assortment ofMediterranean dips and spreads, such asopen-flame roasted Eggplant Babaganoush,Sautéed Eggplant, Turkish Dip and Moroc-can Matbucha, a cooked red pepper andtomato salad.

After conducting market research, Sabrachanged the name of its Sautéed Eggplant toSautéed Mediterranean Vegetables. “Weredefined the name and made the productmore mainstream,” Troni explains. “It’s all-natural, very fresh and healthy for you.”

The Mediterranean Sea packs a lot ofculture into a small geographical area, andthis is clearly reflected in the Mediterraneanfoods found in the deli section. Give cus-tomers a taste of how vast the potential is byposting a map and asking, “Where do youwant to eat today?” DBR

eade

rSe

rvic

eN

o.13

9

http://www.sonnyandjoes.com



When consumers come to the deli tobuy, they often have a primary pur-chase in mind—what some in theindustry call “the center of theplate.” It could be meats, cheeses,

prepared foods, sandwiches or another foodconsidered central to the dining occasion.Getting consumers to gaze beyond the cen-ter of the plate can trigger the purchase ofrelated products. And these second or thirdlooks at supplementary grab-and-go itemscan translate into substantial sales.

“It is our opinion that people go to themiddle of the plate first, and then look at theside of the plate second and third,” says JimSchloss, corporate vice president for salesand marketing, Smithfield, VA-based Smith-field Foods, producers of more than 50brands of pork, beef and turkey products.

Small add-ons to main deli purchases canmultiply into bigger profit margins. The trickis to feature the right stuff—condiments,snacks, dips, appetizers and other comple-mentary products—and display the items inan appealing manner.

Ethnic-Inspired Impulse BuysSupplementary products should be

unique enough to catch consumers’ atten-tion. “The unusual, the new and the ethnicare grabbed and gone,” says Jim White, co-founder of FGF International, Concord,Ontario, Canada. Under the brand nameFabulous Flats, FGF makes numerous vari-eties of naan, a hand-stretched flatbreadwith many applications.

“Versatility is critical,” White says.“When you buy naan, you can use it for awrap, dipping or a base for pizza. Peopledon’t want to have six breads in the house;they want to have one—and when you takenaan home, you take home other products.”

A naan purchase might net $6 worth ofhummus or guacamole. At the higher end,naan can be used as a pizza crust, leading to$15 worth of ingredients, such as a jar ofsauce, cheeses, pepperoni, peppers, olivesand mushrooms.

Thinking Beyond The Center Of The PlateSupplementary grab-and-go items can easily multiply sales by filling the rest of a shopper’s plate

BY BOB JOHNSON

PH

OT

OC

OU

RT

ESY

OF

INN

OW

AR

E

In addition to great-tasting meats, sand-wiches beg for ethnic-inspired condiments,such as Beano’s brand of Deli Bistro Saucesfrom Pittsburgh, PA-based Conroy Foods.This new line features tangy flavors likeCilantro & Lime, Roasted Chipotle,Mesquite Smoked, Hot Ginger, Sweet ChilePepper and Oriental Mustard. The companyalso produces other sauces and condiments.

Likewise, the popularity of Asian maindishes leaves the door wide open to impulsebuys of appetizers, sauces and dips. Kent,WA-based InnovAsian Cuisine recentlyintroduced a line of frozen thaw-and-sell,case-ready Asian appetizers under its Carry-Out Cuisine brand. The new appetizer lineis doing well, and the company plans to addmore varieties in the fall, according to co-founder Mark Phelps.

Get ‘Em To $pend On $nacks“Snacks have been around so long, it’s

hard to think of them as a trend, but thesnack category continues to launch prod-ucts,” says Daryl Thomas, director of mar-keting, Nottingham, PA-based Herr’s Inter-

national. Herr’s produces a wide variety ofpotato chips, pretzels, tortilla chips, cheesecurls, popcorn and other snack items.

Sandwich programs naturally draw cus-tomers looking for crunchy complements,such as Herr’s Kettle Cooked chips. “Thechip has gone full circle and now has morecrunch and texture,” Thomas says. Herr’skettle chips come in a variety of flavors, likejalapeño and Buffalo wing, and colors suchas blue and toasty brown russet.

Consumers also are seeking natural orhealthful snacks. “Consumers today are reallyreading labels—even guys,” FGF’s Whitesays. “People don’t want crap in their food.”

Products with no preservatives, transfats or hydrogenated oils can be merchan-dised as healthier-for-you foods. Customersare also looking for fewer calories, and manysuppliers have gotten that message.

“Low-fat or fat-free lines fit in wellbecause the deli is one of the more health-conscious areas of the store,” says WarrenWilson, founder of Princeton, NJ-basedThe Snack Factory. The Snack Factorymakes Pretzel Crisps, a baked, thin pretzel



containing no trans fats, saturated fats orcholesterol, for crunching or dipping. Portion-control snack products are a growing trend,Wilson says, and The Snack Factory offers a100-calorie pack of Pretzel Crisps.

The company recently introduced Cia-batta Crisps in two flavors, Sun-driedTomato & Parmesan and Rosemary & Gar-lic. The all-natural crisps pair perfectly withbruschetta, soft cheeses, soups and salads,dips and spreads, or as a stand-alone snack.

“People used to say they wanted to eathealthier, and now they’re actually doing it,”says Patrick Ford, vice president of Raleigh,NC-based Ford’s Food Inc. “People arebecoming more educated.” Ford’s makes afull line of all-natural, fat-free Bone Suckin’barbecue sauces as well as one and a half-ounce bags of all-natural nuts.

The nuts—available in such flavors suchas Fire Dancer, Jalapeño Nut and MargaritaMix—contain no preservatives and aregluten-free. “Gluten-free is a big buzz word,”Ford says. “We’re finding that more andmore people want gluten-free because theyare intolerant to wheat, barley and rye.”

Strut Your Stuff With ClassUpscale products lend a certain cachet to

a deli, but also require innovative packaging

and a classy setting. Displays featuringwooden racks, woven baskets, and props inother natural materials impart a sense ofattention to detail and quality. “Today, thereis a more upscale look to deli displays,” Herr’sThomas says.

Port Washington, NY-based TrystGourmet LLC produces chicken andseafood appetizers and dips. “We makevalue-added, premium dips and spreads,”says Bob Ferraro, vice president of sales.“We’re introducing premium seafood dipsand targeting the kind of customer who buyssmoked salmon. Some deli buyers are look-ing for these upscale products.”

Tryst’s products for the cold case are con-veniently packaged. “Ours are in a packagethat’s ready to go,” Ferraro says. “You haveto make the items convenient.”

That’s the reason Alpharetta, GA-basedInnoWare Enterprises LLC, makers of pre-mium plastic takeout containers, redesignedits OctaView line to include portion cups.“We’ve added a two-ounce portion cup thatsnaps into the lid of the OctaView pack-ages,” says Tracey Murphy, product manager.

A groove inside the container tightlysecures the cup in place. The OctaView lineis color-coded to handle foods: bone whitefor cold and black for hot or cold.

Location, Location, LocationTo profit from the second look, it is essen-

tial to place grab-and-go products in a strate-gic location, such as chips near sandwiches.Some products have two or three placeswhere they logically belong. Condiments canbe merchandised on top of the deli counter,on top of the cheese island or near grab-and-go sandwiches. Convenience is the highestpriority in deciding where to locate thesesupplementary items, according to Conroyof Conroy Foods.

The Snack Factory’s Wilson believesPretzel Crisps belong near food bars. “All thedelis have a salad or soup bar now, and that’swhere I think it makes sense to display Pret-zel Crisps,”he says.

Another option is to create a “theme”space within the deli for like products.“Group similar ethnic offerings together tocreate international sections so consumerscan choose from complementary options,”advises InnovAsian Cuisine’s Phelps. “Deco-rate cases with props, like Asian chopsticks,fortune cookies or Asian bottled sauces.”

Such displays drive home the point that acentral food purchase needs more than onesecondary item to fill the plate. “Triggeringpurchases of those additional items is criticalwith grab-and-go,”FGF’s White says. DB

Rea

der

Serv

ice

No.

108

http://www.arnegusacanada.com


http://www.innovasiancuisine.com

Big opportunities rise and shine for on-the-go breakfast items in the deli

BY BOB JOHNSON


F E A T U R E

T he early part of the day is presenting the newest opportunityfor growth in the deli section of the supermarket. “Breakfastseems to be a meal that is gathering more interest amongdelis,” says George Kashou, vice president of sales and mar-keting for Milwaukee, WI-based Kangaroo Brands, makersof pita pocket sandwiches, pita breads and pita chips.

Widely positioned as the most important meal of the day, breakfastis eaten by exactly half of Americans seven days a week, according to

U.S. Grocery Shopper Trends 2008, published by Arlington, VA-basedFood Marketing Institute (FMI). However, many people skip this mealfor an average of 5.2 breakfasts a week. The FMI reports that break-fast consumption is strongly related to the availability of time: 68 per-cent of retired shoppers eat breakfast seven days a week comparedwith 45 percent of those still active in the workforce. The FMI alsofound that households with children, especially older ones, are actuallyless likely to eat breakfast.

The Morning Wake-up Call


F E A T U R E

What does this mean to supermarketdelis? In the FMI’s estimation, working con-sumers’ lack of tim

Documents

MARKETING MERCHANDISING ANAGEMENT ROCUREMENT · DELI BUSINESS (ISSN 1088-7059) is published by Phoenix Media Network, Inc., P.O. Box 810425, Boca Raton, FL 33481-0425