Pages 1 to 20 - Wisconsin Grocers Association

GROCERS
in
theCAPITOL
Wednesday,
April 10, 2013
Page 19
wisconsingrocers.com Winter 2013
Cheers!
Wisconsin
Wines
& Spirits
Plus
2012 Review
Legislative, Communications,
Events, and More
Wisconsin Grocers Association
33 East Main Street, Suite 701 • Madison, WI 53703
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2 WISCONSIN GROCER www.wisconsingrocers.com

2013 Winter WISCONSIN GROCER 3

4 WISCONSIN GROCER www.wisconsingrocers.com

2013 Winter Edition
WGA Officers
Chairman Dave Spiegelhoff
Spiegelhoff’s Supermarkets, Burlington, WI
Vice Chairman Dave Ryman
Certco, Madison, WI
Secretary/Treasurer William Dowling
Roundy’s Supermarkets, Inc., Milwaukee, WI
Board of Directors
Nick Balistreri
Sendik’s, Whitefish Bay, WI
Brad Brooks
Affiliated Foods Midwest, Norfolk, NE
Kent Burnstad
Burnstad’s, Tomah, WI
Greg Cross
Nash Finch, St. Cloud, MN
Russ Czapar
Supervalu, Pleasant Prairie, WI
Marlin Greenfield
Skogen’s Festival Foods, DePere, WI
Greg Hansen
Hansen’s IGA, Bangor, WI
Dave Kotwitz
Piggly Wiggly, Edgerton, WI
Steve Loehr
Kwik Trip, La Crosse, WI
Paul Lucas
MillerCoors, Milwaukee, WI
Jeff Maurer
Fresh Madison Market, Madison, WI
Kevin P. Morris
Coca-Cola Refreshments, Niles, IL
Toby Spangler
Diageo, Madison, WI
Don Symonds
Lipari Foods, Warren, MI
Jeff Tate
Watertown Piggly Wiggly, Watertown, WI
Jodi Wautlet
Denny’s Supervalu, Algoma, WI
WGA MISSION
STATEMENT 6
The WGA exists to serve its members
CHAIRMAN 7
Looking Back on 2012
PRESIDENT 9
We’re Back!
LEGISLATIVE UPDATE 17
Review 2012
GROCERS IN THE
CAPITOL 2013 19
Register for Grocers in the Capitol Day,
Wednesday, April 10, 2013
2012 REVIEW
COMMUNICATIONS 20
2012
FRIEND OF
GROCER
AWARDS
22
ASSOCIATION EVENTS 24
Review of 2012 with photos and honors
WISCONSIN
WINE &
SPIRITS:
CHEERS!
10
Get on board—
more consumers
than ever before
are celebrating
large, small, and
the many
occasions of life
with a bottle of
wine or fine spirits.
WGA Staff
President/CEO
Brandon Scholz
Vice President-Government Affairs
& Communications
Michelle Kussow
ADVERTISERS
2. . . . . . . . Affiliated Foods Midwest
34. . . . . . . . . . . . . . . . . . . . . . . ATC
34 . . . . . . . . . . . . . . . . . . . . BPI Inc.
36 . . . . . . . . . . . . . . . . . . . . . Certco
12, 13 . . . . . Door County Distillery
12, 13. . . . . Door Peninsula Winery
12, 15 . . . . . . . Fawn Creek Winery
12. . . . . . . . . Forgotten Fire Winery
11 . . General Beverage Companies
34 . . . . . . . . . . . . . . . . Lipari Foods
21 . . . . . . . . . Nash Finch Company
35. . . . . . . . . . . . Professional cards
3 . . . . . . . . . . Russ Davis Wholesale
30. . . . . . . . . . . . . . . . . . . . Shazam
4 . . . . . . . . . . Shullsburg Creamery
12. . . . . . . . . . . . . . . The Wisconsin
Winery Association
11, 12 . . . . . . . Wollersheim Winery
12, 14. . . . . . . Yahara Bay Distillery
OPERATIONS UPDATE 28
Products and services from WGA
ON THE
ROAD
30
Membership
services
ALICE IN DAIRYLAND 31
February is for Potato Lovers
Events Director
Cheryl Lytle
Operations Director
Sarah Decorah
Membership Representative
John Leemkuil
Cover photo from CanStock
MEMBER
EVENTS
32
WGA Associate
Kelsey Miller
Please help us conserve resources. If you are receiving multiple copies or wish to be removed from this mailing list, please
call the WGA office at 888/342-5942.
Wisconsin Grocer is published five 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 permission
of the Wisconsin Grocers Association.
EDITORIAL INFORMATION: Publication dates; March, May, July, October, January. Please submit all press releases and
stories to Brandon Scholz, Publisher, at the Wisconsin Grocers Association; toll free 888/342-5942; fax 608/244-9030.
Wisconsin Grocer magazine is designed by Lorraine Ortner-Blake, ortnerblake@gmail.com.
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 cheryl@wisconsingrocers.com.
2013 Winter WISCONSIN GROCER 5

2012 REVIEW
Mission Statement
The Wisconsin Grocers Association, is
historically committed to promoting and
strengthening the food industry from suppliers
and wholesalers to retailers with the same
dedication and work ethic exemplified by
our members.
The Association is entrusted to represent the
entire industry and to ensure that its members
are fortified by a strong, growing and vibrant
membership representing every community
in Wisconsin.
The Wisconsin Grocers
Assciation exists to
serve its members.
WHAT THE WGA WILL DO FOR YOU
The Association is the coalition leader
representing the membership in legislative
and regulatory efforts by proactively
supporting sound public policies while at
the same time working to limit the adverse
impacts of intrusive and overzealous
government regulations.
The Association continually strives to provide broad communication to educate and
enlighten members advocating our issues and objectives while serving as a unified
voice to those who look to the Association for guidance and direction.
The Association operates on sound fiscal and management policies dedicating its
resources to provide superior legislative services, communications, education, benefits
and programs tailored to our members.
The Wisconsin Grocers Association exists to serve its members.
In 1900 grocers banded together
to form a group to represent the
state’s grocery industry. That
group became the Wisconsin
Grocers Association.
Since then, the issues facing the
WGA have changed. Its mission
remains the same: to provide a
powerful voice for Wisconsin
grocers, brokers, wholesalers,
suppliers and manufacturers.
WHAT THE WGA HAS TO
OFFER, YOU CAN’T GET
ANYWHERE ELSE.
Together we can meet the
needs of a dynamic industry.
The WGA is the state-wide trade and service
organization serving Wisconsin’s grocery industry. Our
membership includes independent grocers of all
sizes, all major wholesale distribution warehouses,
chain stores, product manufacturers, suppliers and
food brokers in every area of the state.
On behalf of the Board of Directors and the
members of the Wisconsin Grocers Association,
we would like to highlight the benefits of being
a WGA member.
WGA reviews, analyzes and monitors more
than 200 pieces of legislation annually. Each
year, approximately one of every ten pieces of
all proposed legislation directly affects the
grocery industry. WGA actively supports or
opposes these bills.
To effectively pass legislation or change a bill,
hundreds of hours are spent meeting with
legislators, attending committee hearings, testifying
and building coalitions with other affected
industries. We’ll keep you up to date on pending
legislation and regulatory actions that will affect
your bottom line.
What can you expect from your membership
investment
• Complete legislative and regulatory
services.
• Up-to-date information on the latest trends
and changes in our industry.
• An opportunity to join the WGA’s
Legislative Council through participation in
the Wisconsin Grocers Political Support
Program which helps you participate in the
political process.
• A new fall Innovation Expo and
Convention. The fall convention offers social
and educational opportunities with exceptional
seminars and speakers for you and your store
associates.
• The WGA offers outstanding services
including a coupon redemption program, an
exceptional workers compensation insurance
plan, educational seminars, industry information
conferences and more.
The Wisconsin Grocers Association is your trade
association. We are certain that you will find
membership in your WGA to be among your most
helpful business investments.
We welcome your membership support and
look forward to serving you. Please contact
us for more information about the
Wisconsin Grocers Association. n
6 WISCONSIN GROCER www.wisconsingrocers.com

WGA Keeps Members
Up-to-date on Important
Industry Matters
Dave Spieglehoff, WGA Chairman,
2012-2014, Operations Manager,
Spiegelhoff’s Supermarkets
When I look back on last
year—a year filled with a multitude of
successes as well as many challenges—
I’m reminded of the words of Albert
Einstein, “Not everything that can be
counted counts, and not everything that
counts can be counted.”
We have many milestones that WGA can
count as important highlights last year.
Every organization faces changes and that’s
true of our membership as well.
WGA continually offers
innovative approaches to
real-world challenges that
benefit all of us.
But WGA continually approaches realworld
challenges with innovations that
benefit all of us. Following are some
highlights that will forever be linked with
our successes and challenges of 2012.
Welcome New WGA
Board Director
Jodi Wautlet began working in
her parents’ store, Denny’s
Supervalu in Algoma, when she
was in high school. In 1993, she
became the Bakery/Deli Manager. In 2009, she
purchased the store from her parents. What sets
“Best-in-Class” Highlights
This past year we saw positive results from
numerous efforts. For example, we successfully
transitioned WGA from a business model to a
not-for-profit financial organization with no
interruptions during the change. Today, we are
still able to function as a business. This
transition gives us more flexibility and ensures a
healthier organization going forward.
The second major step we accomplished was
growing our PAC funding and starting
Wisconsin Small Business United. This gives
WGA a strong presence in the political arena
and our strength in this area has certainly been
noticed at the Capitol. These diverse funding >
Jodi apart is her positive attitude toward her
customers and community. She never stops
trying to enhance the shopping experience and
upgrade the facility. Jodi was awarded with the
WGA 2012 Community Service Award. Jodi
joined the WGA’s Board of Directors in
December 2012 and everyone at the WGA is
looking forward to working with her.
CHAIRMAN
LOOKING
BACK ON
2012
A Big Thank You
Hard-working people are part of all
successful organizations and WGA is
no exception. I am humbled and
honored to know and work with such
extraordinary people at the WGA.
We are fortunate to have Brandon
Scholz, an excellent president, leading
the organization. We are also lucky
to have the leadership and skills of
Michelle Kussow, Sarah Decorah, and
Cheryl Lytle. They make WGA exceptional.
John Leemkuil, a fellow retailer, is
talented and experienced at relating to
retailers in the field; thank you for your
dedication to WGA. I also thank Tim
Schiebel, our intern, who worked hard
this past year and can easily empathize
with retailers. Thank you to our vendor
partners who play a huge role not only
in the success of retailers in the state,
but in WGA’s success.
Lastly, thank you to the retailers and
wholesalers who support this
association. With budgets tight (and
getting tighter,) your support is muchnoticed
and greatly appreciated! A big
thank you to all!
2013 Winter WISCONSIN GROCER 7

CHAIRMAN
businesses give members opportunities to
show their support for causes they believe
in, with or without their names attached.
These strong positions on our political
landscape have been a long time coming.
But now members can support political
positions they feel strongly about without
backlash for messages they’ve aligned
themselves with. Having accomplished
these important steps, I’m proud to say
our funding areas grew substantially this
past year.
An important educational and social
highlight was our annual Innovation Expo.
The 2012 Expo was a huge success! We
sold out the floor to our very supportive
vendor community, and retailers said the
event was not only great, but they are
looking forward to attending again this
year. The WGA Grocery Industry Golf
Outing was also a great success and not
only for golfers. It was a financial success
for the association as well.
Powerful Partnerships
Powerful cause, positive results:
that sums up our work of building
partnerships toward political victories.
We did a great job weathering the
political front between election
recalls, endorsements, advertising,
and confrontations that some of our
retailers dealt with.
Overall, we had a great
Grocer’s Day at the Capitol
and accomplished many
important things.
It was all handled professionally and we
came out of the political madness a little
more battle-ready for next fall’s voting
upswing.
Overall, we had a great Grocer’s Day at the
Capitol and accomplished many important
things. We continue to educate our
legislators on issues that affect our industry.
These are points that continue to be on the
forefront of using our advocacy fund
program.
Strength in Numbers
One of our strengths as an organization
is that we have become closer by helping
each other and offering advice to each
other. By doing this we have built strength
in numbers. When appropriate, our board
has come to fellow retailers for advice and
we have communicated on various issues
that affect our industry.
As an industry we are faced with challenges
associated with ObamaCare. It seems like
we are daily finding new information about
the laws and regulations that impact our
businesses. Our number one challenge as
an association is to find the right way to
understand the laws in a timely manner so
those of us in leadership positions can
effectively communicate these points to
members.
I’ve been involved in our family business
since second grade when I went into the
grocery store before school to fill the bread
shelves and after school to sort bottles. In
1977 I started working in the family
business full-time. In all my time in the
industry I’ve never seen a law passed such
as that associated with ObamaCare where
people don’t know exactly what it covers.
There are many hurdles that today’s
grocers face when it comes to the new
regulations. For example, if you have an
employee under 16 years old, they can now
no longer deliver, climb ladders, mow
lawns, run a snowmobile or even put trash
in the baler. And kids between 16 and 18
can no longer make deliveries.
The grocery store is where kids like me
learned about grocery operations from
first-hand experience. These new child
labor laws are restrictive but we need to
look for new ways to operate within these
restrictions. That’s why the WGA provides
educational tools for success.
Looking for productive ways to stay on
top of product cost increases is another
challenge I see on the retail level. Costs
are climbing on many items in record
amounts. Beef, vegetables, and dairy are the
three big areas that will most likely take the
largest hit. Staying ahead of rising costs will
be critical.
These issues are no small matters but I am
confident that our board, industry leaders,
and retailers are up to the challenges ahead.
One of the most intriguing
facets of this great industry is
that you never know exactly
what is on the horizon.
The Importance of Forward,
Positive Thinking
Looking back, I am humbled and
honored to serve as Chairman of WGA
and to work with an organization that
has so many great leaders.
One of my proudest accomplishments this
year has been the resounding success of the
Innovation Expo. It has become a financial
success for WGA, and those who attend
also gain value and knowledge of the
industry.
As Chairman, I firmly believe that behind
every good man is a great woman. I am
blessed that my wonderful wife, Kathy, is
so supportive. She not only works in our
business but she is willing to help with
and do just about anything for the good
of the WGA. As we look forward this
year and beyond, we need to embrace
change because we have a lot of change
coming our way. Let’s look for new doors
to open, and not focus on doors that
may have closed.
One of the most intriguing facets of
this great industry is that you never
know exactly what is on the horizon.
So embrace changes ahead and let’s make
it a great 2013!
8 WISCONSIN GROCER www.wisconsingrocers.com

WE’RE BACK!
Well, actually we never left. The WGA has been here non-stop
with the smoothest of transitions from 2012 to 2013!
As we’ve worked to lay down and implement our plans for 2013,
we’re ready to offer you, as WGA members a substantive and
comprehensive set of programs and events throughout the year.
Some are tried and true and some are new!
The top of our list starts off with our Government Affairs
programs. We’ve got a number of critical legislative issues at the
Capitol and we need you to join with us for Grocers in the Capitol
on April 10 followed by our trip to Washington, DC, for our
efforts to keep our Wisconsin delegation keenly aware of the
federal issues which impact our industry. Throughout the year we’ll
keep you up to speed on legislative issues, alerts on
when to take action and bi-weekly GA conference calls
to keep you in the loop.
We’re in the process of lining up a number of webinars
on the health care mandates you’re being forced to
comply with and we’ll look to provide information to
help you and keep you up to date. And, we’re pretty
certain the WGA’s HR Share Group will have quite a
bit to talk about during the year with the health care
issue.
We’ll continue to keep you informed with the everpopular
President’s Letter and the WGA’s Wisconsin
Grocer magazine. Our Government Affairs e-letter will
keep you current on the legislative and regulatory
issues in Madison and Washington. Event updates and
program information will come your way in a timely
and useful manner!
We’re working on new member benefits that—
depending on your interest—could provide additional health
benefits for your associates, financial advice and retirement
programs. Member benefits for WGA members!
The annual WGA Grocery Industry Golf Outing, the WGA
Like our
members, we
know and
appreciate the
value of a
team effort
built around
years of
experience.
Innovation Expo and Chairman’s Award Dinner are
all in the planning stages and you can rest assured
these events will exceed our efforts in 2012.
As always, we can’t do it alone—we need our
members to make the WGA a strong and successful
association.
Serving You
Over the years, hundreds of grocers have served
the WGA in many different ways. One of the most
high-profile roles is service on the WGA’s Board of
Brandon
Scholz
WGA President
and CEO
PRESIDENT
Directors. This year, like in past years we have a very strong
board with members and leaders who represent all facets of
the industry.
Service on the board requires a time commitment for not
only the quarterly board meetings but for all of the
association events as well as extra service by helping the
WGA staff in many of the projects in which we are
engaged. Please take note the board members listed on page
five, and if you have the opportunity, thank them for their
service. We are especially grateful for all they do.
When it comes to service, the WGA staff has put in the
time. WGA’s Brandon Scholz and Michelle Kussow have
logged almost 16 years each while Cheryl Lytle has booked
13 and Operations Director Sarah Decorah has been on
board for 9 years. Like our members, we know and
appreciate the value of a team effort built around years of
experience.
Chinese lore says 2013 is the year of the black snake and it
is meant to represent steady progress and attention to detail. We’re told
that focus and discipline will be necessary for us to achieve what we’ve
set out to do.
We’re all over it!
MEET THE WGA STAFF: A RESOURCE FOR YOU
Brandon
Scholz
Michelle
Kussow
VP-
Government
Affairs &
Communication
Cheryl
Lytle
Sarah
Decorah
John
Leemkuil
President
& CEO
Events
Director
Operations
Director
Membership
Services
brandon@wisconsingrocers.com
As President & CEO, Brandon
Scholz oversees the WGA's
programs and operations and
serves as the association’s main
spokesperson on industry issues,
legislative concerns and
administrative policies.
mkussow@wisconsingrocers.com
Michelle Kussow is responsible
for developing and maintaining
the legislative program for the
WGA. As chief lobbyist for the
WGA, Michelle researches
positions and tracks legislation
on federal and state issues,
lobbies on behalf of WGA
members in the legislature, and
provides necessary information to
WGA members so they can
understand and play an active
role in the political process.
cheryl@wisconsingrocers.com
Cheryl Lytle is in charge of the
WGA’s Innovation Expo, including
sponsorships, promotions,
programming and management
of the events. Cheryl manages
the annual WGA’ Grocery
Industry Golf Outing as well as
the silent auctions and other
fundraising events. In addition,
Cheryl serves as the WGA’s point
of contact for Wisconsin Grocer
magazine ad sales and assists in
the production and publication.
sdecorah@wisconsingrocers.com
Sarah Decorah serves as the assistant
to the WGA president on all administrative
duties and is the immediate point of
contact for members. Her responsibilities
include: assisting with all record
and bookkeeping functions, handling
member requests for information, and
maintaining accounts records.
Sarah coordinates the WGA HR Share
Group, the Education and Scholarship
Foundation and maintains
membership files and the coordination
of the annual membership dues program.
jleemkuil@wisconsingrocers.com
John represents the WGA and its
members in the field, promoting
the WGA to grocery store owners
and managers throughout the state.
As field rep, John works to recruit
new members and acts as a resource
to all current members. He assists
with problem-solving and refers
requests of assistance to WGA
staff on issues like EBT, coupons,
insurance, and other industry topics.
Contact John for membership
information and industry questions.
2013 Winter WISCONSIN GROCER 9

Wisconsin Wines & Spirits
Cheers!
Written Exclusively for the WGA By Sharyn Alden
Wollersheim Winery
Get onboard! More consumers than ever before are
celebrating large, small and the many occasions of life with
a bottle of Wisconsin wine or fine spirits.
Consumers are looking for more and more reasons to
celebrate life with a bottle of wine and that’s good news
for retailers who see this as a good sign for their business.
At the end of January, the national Wine Market Council said the
wine industry posted $13.3 billion in sales last year. Of all wine
drinkers surveyed, 57 percent say they drink wine fairly
consistently. That’s nearly double from when the Council first
surveyed adults in 1994 and
reported only 34 percent of
adults drank wine on a
routine basis.
The big takeaway message is
that 25 percent of all adults in
the U.S. regularly are enjoying a
glass of wine.
If you haven’t tapped into the
wine or spirits market on the
home front, it may be time to
learn more from the following
experts and enthusiasts.
The big takeaway
message is that
25 percent of all
adults in the U.S.
regularly are
enjoying a glass
or wine.
Wisconsin wineries
Educating consumers and retailers about Wisconsin wine is a top
priority of Anna Maenner, Executive Director of the Wisconsin
Winery Association.
The association is involved in many fun and educational events
like the Wisconsin State Fair’s Wine Garden that includes
numerous Wisconsin wineries, the Wisconsin Restaurant Expo
held in March and special events like a wine and cheese party
held at the Governor’s Mansion.
“We work with grocers on in-store promotional ideas and make
suggestions for food pairings—maybe food they hadn’t thought
about that work well with specific wines other than cheese,”
notes Maenner.
They help customers learn about wines firsthand through tastings
and through free visits to a local winery. “The winery visit may be
a promotional giveaway at a grocery,” says Maenner. “We work
side-by-side with grocers to help them give customers new ideas
for using and
enjoying wine.”
The association
educates
consumers in
various ways like
its in-depth
brochure featuring
Wisconsin-based wineries, e-newsletters that go to those who sign
up and its popular Facebook page with thousands of followers.
“We keep followers up to speed about wine and give them news
they can use like coupons for free wine tastings,” Maenner says.
They also get involved with wine competitions because Maenner
explains, “It helps Wisconsin wineries know how their wines rank
against others. That helps them continue to improve the quality of
their productions.”
Photo from The Wisconsin Winery Association
>
Wollersheim Winery
10 WISCONSIN GROCER www.wisconsingrocers.com

The
GENERAL
BEVERAGE
Companies
Serving Wisconsin Since 1933
Wines, Spirits, Beers,
and Non-Alcohol Beverages
Specializing in
Category
Management
to boost your
profits!
MADISON General Beverage Sales Company
General Beer Distributors Company
1-800-362-3636
MILWAUKEE General Beverage Sales Company–Milwaukee
1-800-852-9111
OSHKOSH General Beverage Sales Company–Oshkosh
1-800-279-9130
LITTLE CHUTE General Beer–Northeast, Inc.
1-800-731-5541
BARRON Geveral Beer–Northwest, Inc.
1-800-542-9837
CHIPPEWA FALLS General Beer–Northwest, Inc.
1-715-720-2600
SUPERIOR Saratoga Liquor Company
1-800-472-6923
For Fine Wines Statewide Prestige Wines Wisconsin
800-284-9463
2013 Winter WISCONSIN GROCER 11

Retailers,
Please consider carrying Fawn Creek wines.
In addition to our 7 varietal wines, we offer
semi-sweet, fruit-flavored wines that are very
popular among our customers.
Distributors:
Lee Beverage (920) 235-1140
Phillips Wine Company (608) 222 - 9177
3619 13 th Ave., Wisconsin Dells WI 53965
Email: info@fawncreekwinery.com www.fawncreekwinery.com
Member: Badger State Winery Cooperative
(608) 253 -4400
T HE W ISCONSIN W INERY A SSOCIATION
211 Canal Road
Waterloo, WI 53594
(920) 478-4499
Anna Maenner
anna@acmadmin.com
www.wiswine.com
Wine, continued
Reaching out to consumers involves answering
questions like where are Wisconsin wineries located
Many people are surprised to learn that wineries can be found in all
five winery regions in the state. “Wisconsin’s winery business is
absolutely exploding,” she says. “That’s great for both consumers and
retailers because there are many great choices and many are produced
here—and the numbers are growing. Ninety-seven entities have
applied for winery licenses, 80 are selling products and 60 of these
belong to our association.”
Maenner is also asked where do grapes for Wisconsin wine come from
She notes, “Many wineries grow their own grapes—there are hearty
cold weather varieties, and some producers import grapes from
somewhere else. Local wineries employ a wide spectrum of growing
and production methods to produce great wine so our wineries make
wine from a lot of different
ingredients.”
Another misconception she hears
is that wine is always made from
grapes. “That’s not true because
wines are made from many things,
like apples, strawberries and
cherries, and mead wine—often
considered the oldest alcoholic
beverage in the world—is made
from honey.”
“...wines are made
from many things,
like apples,
strawberries, and
cherries, and mead
wine...is made
from honey.”
At the end of the day Maenner
says learning about wine is a lot of fun. “There are many fascinating
stories behind Wisconsin wineries and what they do. Remember, just
because you’ve been to one winery, doesn’t mean you’ve seen them all.
Every one of them is uniquely different.”
>
12 WISCONSIN GROCER www.wisconsingrocers.com

2013 Winter WISCONSIN GROCER 13

Wine, continued
From the wholesale perspective
Jeff Calder,
General
Beverage
Wine experts like Jeff Calder, Vice President of Sales
with General Beverage, have an in-depth knowledge of
the world of wine, specialty spirits, trends, wineries, old
and new, as well as popular and new products. Retailers
are fortunate to have his expertise as a guide when it
comes to purchasing wine and spirits.
Calder says, “As a wine and spirits wholesaler, it is our
job to bring new
products from suppliers we
represent to our customers:
the retailers, grocers, and onpremise
accounts in
Wisconsin.”
Not many people can say
they’ve been in the wine
business for 37 years, but
Calder can. His expertise
comes from traveling the
world to visit suppliers and
guiding retailers as they select
wines for their stores.
“As a wine and
spirits wholesaler,
it is our job to
bring new
products from
suppliers we
represent to our
customers.”
Calder spent the first five years in the wine business at E & J Gallo
Winery working throughout the country, including a period of
time at the company’s Modesto, California headquarters. For the
past 32 years he has been with General Beverage. He has been
awarded the dual distinction of being both a Certified Specialist in
Wine as well as a Certified Specialist in Spirits from the Society of
Wine Educators.
As he travels the world visiting suppliers, Calder is in a unique position
to learn about new products before customers have an opportunity to
see them on their grocer’s shelves or try them at home.
One of the products he’s particularly excited about is the initial
release of Wollersheim’s brandy this
spring. “There won’t be enough to
go around for the first few
vintages, but the scarcity of this
brandy will create demand,” he
says.
Photo from Forgottten Fire Winery
“When an
enterprise is local,
one would
hopefully expect
that the producer,
by having
firsthand
knowledge of
working and living
in Wisconsin, will
create products
that appeal to
Wisconsin
consumer’s tastes.”
Among some other spirits that he
is enthusiastic about is
Door Peninsula’s cherry infused
vodka. “This product has been
dramatically enhanced and should
be an appealing vodka for
those who are looking for
interesting new specialty spirits.”
General Beverage only represents
products that are of the highest
quality—they need to be able to
compete with other national and
international brands. Calder
points out, “It is crucial for these
producers to understand how to
compete in today’s crowded
market of wines and spirits. You
can be sure that if we represent a
local producer, it is because we
believe their products will appeal
to our customer’s consumers.”
What are the big benefits
of buying Wisconsin wines
& spirits—for both the
grocer and retail customer
While Calder noted that
supporting a local enterprise is an
important reason to select local
products, there are other related
elements at play.
Outstanding Wisconsin producers are more than likely to have
their “fingers on the pulse” of what local retailers and customers
prefer. He adds, “When an enterprise is local, one would hopefully
expect that the producer, by having firsthand knowledge of
working and living in Wisconsin, will create products that appeal
to Wisconsin consumer’s tastes.”
14 WISCONSIN GROCER www.wisconsingrocers.com

Something for everyone’s taste
This year marks the thirty-third year that Jeff Tewes has been
working in the grocery, wine, spirits and beer business. Besides
being the lead for the Trig’s Cellar 70 centers, with five stores in
northern and central Wisconsin, he is also
responsible for all Cellar 70 print advertising
promotions.
Cellar 70 locations have a strong emphasis on
promoting Wisconsin wine among other fine
wine selections. Tewes says, “The selection of Wisconsin wines
now available has never been greater. No matter what type of wine
your customers like—sweet, dry or somewhere in between,
Wisconsin has a wine for you.”
Cellar 70 also has a wide selection of spirits including Wisconsinbased
selections such as 45th Parallel, Rhorst, and Death’s Door
When you buy
Wisconsin wines,
spirits, and craft
beers you are
supporting
outstanding local
industries.
Vodka and gin.
They feature Wisconsin winery
products such as Wollersheim, Door Trig’s Cellar 70, Stevens Point, Wisconsin
Peninsula Winery, Three Lakes
Winery, Von Stiehl, Cedar Creek, wines, drawing attention to new varieties available from a
and Orchard Country. “We also promoted winery. At the same time we also promote in-store
have wines out of Iron River called tastings during the promotional period.”
White Winter Winery which
How do you encourage customers to try a Wisconsin wine
produces very nice mead style
wines,” he says. “Our weekly Cellar Tewes says he strongly encourages customers to give Wollersheim
70 ad often features Wisconsin wines a try if they are looking for a California-style wine. >
2013 Winter WISCONSIN GROCER 15

Wine, continued
“Wollersheim’s Prairie Fume is an outstanding
dry white wine which has won numerous
national awards,” he says. “Other good choices
for people new to Wisconsin wines are
Wollersheim River gold, a semi-sweet white
wine along with a dry or semi-sweet style
Riesling. Other good selections in their portfolio
include a red wine called Domaine du Sac, made
from Marechal Foch and Leon Millot grapes
grown on the winery’s hillsides.”
Some of Tewes’ personal favorites are Door
Peninsula Winery’s Door County Christmas
Wines. “Always a huge seller every holiday
season,” he says. “I also like the port wine that
Wollersheim makes and the ‘Kirsche’ label from
the Von Stiehl Winery out of Algoma. This is
made from Door County cherries then fortified
in brandy for a nice dessertstyle
wine.”
When you buy Wisconsin
wines, spirits, and craft beers
you are supporting outstanding
local industries. Tewes adds,
“Wisconsin craft beers can
Photo from Fawn Creek Winery
compete against any brewer in
quality and variety across the
country. And Wisconsin wines, compared to like styles of wines,
can compete with any wine produced.”
When you’re stocking Wisconsin wines you’re not just appealing
to customers’ tastes,” Tewes says, “I would challenge any retailer to
run a sales report of Wisconsin wines and compare it to the
previous year.”
Tewes would be very surprised if retailers haven’t seen an increase
in sales within this category. “The Wisconsin wine category can
add more dollars to your overall sales base, and when displayed,
promoted and priced correctly, they can be very profitable and
contribute nicely to your bottom line.”
Pairing wines to
personal preferences
Marc
Goodman,
Director
of Wine
& Spirits,
Beer &
Cheese with from
Sendik’s Markets
Marc Goodman, Director of Wine & Spirits,
Beer & Cheese with Sendik’s Markets says,
“I’m always amazed, in comparison to other
countries when I’m traveling abroad, at the
array of wines that we have on our shelves
right here at home in Milwaukee.”
Sendik’s is located in Milwaukee and environs,
and operates ten stores with the eleventh one
scheduled to open this spring.
“Tastings give
customers an
opportunity to try
something new,
but it also give us
an opportunity to
hear what they
are saying so we
get to know
them better.”
Goodman describes Sendik’s fine wine shop as a
business within a business. While promotions are
important—letting customers know why a specific
wine or spirit is an exceptional value—Sendik’s
philosophy is to get to know customers and help
them choose a wine that fits their tastes.
Sendik’s has “shelf talkers” that provide good
product information. The stores also do wine
tastings, usually on weekends. “Tastings give
customers an opportunity to try something new,
but it also gives us an opportunity to hear what
they are saying so we get to know them better.”
One of the trends that Goodman is seeing now is
that customers are eager to try new wines. “It’s an
adventure for them and that keeps us on our toes,
too,” he says.
Currently popular are red blends
like “Menage à Trois,” a wine
made from a composite of
aromas and flavors like plum,
licorice, and blackberry jam, and
gracefully layered with fruits like
wild berry and black cherry.
“They are sort of like a ‘soda
pop’ wine,” says Goodman. “Right now they are trending because
they are fun, playful, and priced right, often at $10 or less.”
Since every consumer is different when it comes to choosing a
wine, Goodman reiterates how important it is to get to know a
customer’s preferences. If they want a $10 wine, Sendik’s supports
that by helping them choose.
Besides wine, customers like to try new artisan spirits from various
distillers. “An interesting assortment is available from inexpensive
to seasonal varieties that appeal to a wide number of customers,”
Goodman says.
If a customer is looking for a wine to go with chicken, Goodman
may ask what herbs will be used, or other ingredients, in order to
recommend a good pairing wine. Years ago, it was standard
etiquette that you paired a red wine with meat and a white wine
with fish or fowl.
“That’s not always true,” explains Goodman. “Today, the message is
think outside the box and enjoy what you like. If you want a
chardonnay with rib-eye steak, then use a little lemon juice on the
steak. It will make both the wine and steak ‘pop’ for a great
pairing, and that’s what enjoying wine is all about.”
“Every one’s palette is different and everyone has a different
set of knowledge and experiences with wine,” Goodman says.
“We want customers to find a wine they enjoy, not because it’s
one I enjoy. And when they find wines they like, they will
more than likely come back and see us again.”
16 WISCONSIN GROCER www.wisconsingrocers.com

LEGISLATIVE
Michelle Kussow
WGA Vice President
of Communications and
Government Affairs
In Wisconsin, two years of
protests, millions of dollars,
continuous campaigning, and
several added elections have
resulted in: no change.
Political control of the Assembly, Senate
and Governor remains the same. There
are a few new faces in the Legislature (see
the Fall Issue of the Wisconsin Grocer) but
overall majority control still lies in the
hands of the Republicans. The Wisconsin
Senate Republicans hold a two-seat
majority and the State Assembly
Republicans have a strong majority of
60 seats to 39 Democrat seats.
While we would all like to not think
about elections for a while, there is
another big election right around the
corner in April: the race for Supreme
Court Justice. This election is just as
important as the recall elections and the
November elections. Should the current
majority of the court be changed and the
incumbent Justice Pat Roggensack not be
re-elected, it is certain that most, if not
all, of the reforms passed by the state
legislature in the last few years will be
overturned in the courts.
Looking Back
The last Legislative Session yielded
successful results for the grocery industry
by passing several bills that alleviate
regulatory reforms and save money for
the industry:
CHILD LABOR LAWS
SUMMARY The 2011-2012 State Budget
was amended to include a provision that
repeals child labor laws related to 16 and
17 year olds.
OUTCOME Signed into law—2011
Wisconsin Act 32
IMPACT ON INDUSTRY Effective July,
2011, retailers no longer need to comply
with the ambiguous and over-reaching
time of day and hours per week
requirements for 16- and 17-year-olds. As
a result, retailers are more willing to hire
minors and provide them their first valuable
work experience.
EARLY ALCOHOL SALES
SUMMARY Legislation was introduced by
Senator Glenn Grothman (R-West Bend) and
Rep. Evan Wynn (R-Whitewater) allowing
retailers to begin selling alcohol at 6:00 A.M.
instead of the previous time of 8:00 A.M.
OUTCOME Signed into law, 2011 Wisconsin
Act 97
IMPACT ON INDUSTRY Depending on the
municipality, retailers are now able to begin
selling alcohol at an earlier time as a
convenience to customers, especially in hightourist
areas. Passage of this law helps to even
the playing field between grocers and restaurants/
taverns that were previously allowed to open
two hours earlier than retail grocery stores.
ORGANIZED RETAIL CRIME
SUMMARY Legislation was introduced by
Senator Van Wanggaard (R-Racine) and
Representative Joel Kleefisch (R-Oconomowoc)
to address the costly and growing issue of
organized retail crime by lowering the felony
threshold from $2,500 to $500, reclassifying
retail theft as a Class I felony if stolen with
intent to resell, and requiring proof of purchase
at flea markets for high-ticket items.
OUTCOME Signed into law, 2011 Wisconsin
Act 174
2012 REVIEW
IMPACT ON INDUSTRY Wisconsin had the single
highest felony threshold in the country making
it a target for organized crime rings. This law
will deter organized retail crime in Wisconsin
saving retailers millions of dollars in stolen product.
CIVIL JUSTICE REFORMS
SUMMARY The Wisconsin Legislature passed
two key bills relating to civil justice reform: Act
2 reforms product liability, expert opinion
testimony, and caps on punitive damages; and
Act 219 repeals Act 20 from 2009 which added
increased punitive and compensatory damages
under Wisconsin Fair Employment Act lawsuits.
OUTCOME Signed into law, 2011 Wisconsin Act
2 and 2011 Wisconsin Act 219
IMPACT ON INDUSTRY Passage of these bills will
help to ensure that initiatives to ensure that
businesses are not targeted by costly, frivolous,
and unfair lawsuits, and that the legal process is
fair and reasonable.
SICK LEAVE PREEMPTION
SUMMARY To address the City of Milwaukee’s
recent attempt to increase sick leave >
2013 Winter WISCONSIN GROCER 17

2012 REVIEW
requirements, the Legislature passed a bill
prohibiting city, village, town, or county
ordinances which require employers to provide
employees with leave from employment to deal
with family, medical, or health issues.
OUTCOME Signed into law, 2011 Wisconsin
Act 16
IMPACT ON INDUSTRY Allowing municipalities
to enact sick leave and related ordinances that
are more strict than the state’s would place a
financial and recordkeeping burden on retailers
and create a patchwork of ordinances around
the state.
Looking Forward
The WGA is looking forward to the 2013-
2014 Legislative Session which began on
January 7, 2013. Republican control of the
Assembly and Senate combined with
Republican Governor Scott Walker ensures the
focus of the Legislature will be continuing
with their mission of cutting regulations,
lowering taxes and overall creating a healthy
business environment.
The WGA’s Legislative Agenda falls in line
with the overall goals of Governor Walker and
the Legislature. See below for complete agenda.
• Addressing numerous state mandates
included in President Obama’s Health Care
Plan;
• Working to make changes to Wisconsin’s
Unemployment Insurance Program;
• Providing tax relief to small businesses by
repealing the personal property tax;
• Ensuring sales tax equity between online and
brick-and-mortar businesses; and
• Monitoring nutrition and obesity issues for
increased regulations, mandates and taxes.
The WGA represents your
interests at the State Capitol
so you can take care of your
own business.
However, there are times when we rely on our
members to help advocate our positions. We
encourage members to participate in the
process by responding to WGA Action Alerts,
attending Grocers in the Capitol Day (see
events for additional information) and
participating in our government affairs calls.
Working together we can ensure a strong and
prosperous retail food industry in Wisconsin.
GROCERS theCAPITOL
in
2013-2014 LEGISLATIVE AGENDA
• Taxes, Fee Increases
Historically, the WGA OPPOSES new financial
increases whether a tax increase or a program fee
increase. In addition, the WGA SUPPORTS sales
tax equity that ensures fairness between entities
and/or products. The WGA reserves the right to
individually evaluate modifications to existing
taxes.
• Health Care
The WGA OPPOSES the federal PPACA healthcare
law and SUPPORTS any efforts to repeal or modify
mandatory provisions of the federal law. The WGA
will SUPPORT legislative efforts in Wisconsin to
reduce the financial and regulatory burden of the
health care law on businesses.
• Unemployment Insurance
The WGA SUPPORTS reforming Wisconsin
Unemployment Insurance Program including the
following provisions: Disqualification for knowingly
violating work rules; repealing the second 26-
week entitlement; reducing program benefits from
26 weeks to 20 weeks; increasing the taxable
wage base for employers; and allowing additional
means of borrowing under the UI Reserve Fund.
• E-fairness
The WGA SUPPORTS tax equity between online
retailers and brick-and-mortar businesses
collecting and remitting sales tax.
• Nutrition/Obesity
The WGA and its members SUPPORT and
PROMOTE healthy nutrition to combat obesity.
However, the WGA OPPOSES efforts to increase
regulations, limit advertising, ban food products
and increase taxes in an attempt to reduce obesity
in Wisconsin.
• Unfair Sales Act
The WGA SUPPORTS the Unfair Sales Act which
includes a minimum mark-up on gasoline, alcohol
and tobacco products and prohibits below cost
sales of other products sold at retail.
• Three-Tier Liquor Distribution
System
The WGA SUPPORTS a system that allows retailers
to meet their customers’ needs in the changing
marketplace.
• Civil Justice Reform
The WGA SUPPORTS legislation that improves
Wisconsin’s product liability law by clarifying
seller’s liability, product issues and remedial
measures. The WGA SUPPORTS tort reform and
efforts to address and reduce frivolous lawsuits.
• Transportation
The WGA SUPPORTS a dependable transportation
system and therefore SUPPORTS initiatives aimed
at ensuring a reliable infrastructure without
additional taxes or fees on highway users. The
WGA SUPPORTS a constitutional amendment and
any efforts aimed at ensuring revenues generated
by use of the state transportation system are
maintained in the transportation fund.
This list is not an all-inclusive list of issues of concern
to the Wisconsin Grocers Association, but represents
the top priorities for the grocery industry.
The Wisconsin Grocers Association represents nearly
1,000 independent grocers, retail grocery chain
stores, warehouses and distributors, convenience
stores, food brokers and suppliers. Wisconsin grocers
employ over 50,000 people with $815 million in
payroll and generate more than $6 billion in annual
sales in Wisconsin resulting in approximately
$250,000,000 in state sales tax revenue. (Data
provided by The Food Institute).
18 WISCONSIN GROCER www.wisconsingrocers.com

The Wisconsin Grocers Association presents
GROCERS theCAPITOL
in
Wednesday, April 10, 2013 Madison, WI
Plan to attend the 2013 Grocers in the Capitol Day on April 10, 2013.
This one-day event grows every year as past attendees realize how important their participation is
and spread the word to others in the industry to take part! Attendees will hear from top leaders
in the Legislature, receive briefings on key issues and then have the opportunity to speak
face-to-face with their elected officials in the Capitol.
Online registration
is available at:
www.WisconsinGrocers.com
Wednesday, April 10, 2013
8:30 am Registration Opens
Location: The Madison Club
9:00 am Legislator Breakfast
10:00 am Issue Briefings
12:30 pm Lunch
1:00-4:00 pm Meetings with Legislators
Location: State Capitol
4:30-6:00 pm Special Legislative Reception
Location: The Governor’s Mansion
Presentation of the WGA’s Grocers Care
Political Action Award
Meeting Location Madison Club
5 East Wilson Street • Madison, WI 53703 608.255.4861
Accomodations Madison Hilton $115
9 East Wilson Street • Madison, WI 53703 608.255.5100
When you call, ask for the Wisconsin Grocers Association rate.
At the WGA’s Grocers In The Capitol Day, you will receive:
• Details on critical issues debated at the State Capitol that will
affect small business and the grocery industry in Wisconsin
• Up-to-date policy briefings from legislative leaders
• Face-to-face and group meetings with your elected officials
discussing issues that impact your business
Priority grocery industry issue briefings will include:
• Unemployment insurance reforms
• Personal property tax exemption
• Sales tax equality between online and brick-and-mortar retailers
Invited Speakers
• Governor Scott Walker
• Senate Majority Leader, Scott Fitzgerald
• Assembly Speaker, Robin Voss
• Several key legislative and senior cabinet agency leaders
WGA
Members
o
WGA Members
$35 per person;
OR
o
Register with a grocery buddy and receive
two registrations for $50 ($25 each), or
Only one person needs to be a WGA member to receive this
special registration discount.
Non-
Members
o
Non-Member
Registration
$50
Name __________________________________________________ Company
________________________________________________________
Grocery Buddy Name
____________________________________ Company ____________________________________________________________
My Mailing Address ________________________________ City ____________________ State______ Zip ________________________________
Phone ( ) __________________________________ Email ____________________________________________________________________
oVisa oMastercard
Card Number______________________________________________ Expiration Date ________________________________
oInvoice me. oCheck enclosed. Signature ____________________________________________________________________________
2013 Winter WISCONSIN GROCER 19

2012 REVIEW
In this issue you will see all that
WGA does for its’ members:
Advocacy, Share Groups, Seminars,
Trade Show, Golf Outing, Products
and Services, and more. Above
all, the most important thing we
can do for our members is
communicate. If we are not able to
communicate—what we do and
what we offer—it’s all for naught.
Continually advancing technology requires us
to constantly re-evaluate and update our
communication efforts with members. Over
the years we have added more electronic ways
of communicating, but continue to use the
traditional methods. Here’s a look at some of
the ways we communicate with our members.
E-Newsletters and Alerts
WGA President Brandon Scholz’s weekly,
electronic newsletter continues to be a popular
item and has a loyal readership. The e-
newsletter includes tidbits on Wisconsin
retailers, warehouses and vendors, the economy,
government affairs, and other industry
information specific to
Wisconsin such as
recalls and coupon
alerts. This year,
sections have been
added to reflect items of
interest to grocers such
as social media and healthy initiatives. Thank
you to Society Insurance and Russ Davis
Wholesale for sponsoring the President’s Letter.
The WGA Government Affairs Report,
sponsored by American Transmission
Company, began in 2011 and is distributed
weekly or bi-weekly
during the legislative
session. When the
Legislature is not in session, members receive
the Campaign & Politics e-newsletter focusing
on pertinent election information and issues.
We also continue to issue Legislative Alerts as
needed through the ACTNOW! Website. This
past year, we alerted WGA members to several
important issues that needed immediate action
including interchange, early alcohol sales, the
“fiscal cliff” and child labor laws. The alert
system has allowed us to generate thousands of
emails and phone calls to targeted legislators at
the state and national level.
If you would like to receive either of these e-
newsletters, please visit our website where you
can find information on how to “Join our
Mailing List.”
Social Media
The WGA has been promoting the use of
social media for retailers and others in the food
industry for several years. We practice what we
preach and have a lively Facebook page that is
constantly updated and recently created a
member-only LinkedIn Group to discuss
Government Affairs Issues. Make sure you
“like” us on Facebook and join our Linkedin
Group!
https://www.facebook.com/pages/Wisconsin-
Grocers-Association/192803554087387
http://www.linkedin.com/groupshome=&gid=
4592593&trk=anet_ug_hm
Wisconsin Grocer Magazine
The award-winning Wisconsin Grocer magazine
continues to keep readers up-to-date on industry
trends and best practices, the latest legislative
information and highlights from members
around the State. The magazine feature’s
articles written exclusively for our magazine by
Sharyn Alden, such as Passionate about
Produce, Building Online Relationships, and
What’s for Brunch, Lunch or Dinner: Chicken.
In addition, WGA’s graphic designer, Lorraine
Ortner-Blake, brings the magazine to life with
her professional and eye-catching design work.
Member Mailings
Like our members, the WGA works hard to be
a good steward of the member’s dues and as
efficient as possible. Member mailings are a
good example of this. The WGA uses member
mailings as a way to share information that is
important but that is not needed to send
electronically. We are finding that we are using
traditional mail less and less, which is a way to
save the association money.
WGA Website
The WGA website contains valuable information
for anyone with an interest in the retail food
industry in Wisconsin. You’ll find Government
Affairs, Member Benefits and Information,
Member Events, WGA Events, WGA
Education and Scholarship Foundation,
and Industry Links. We encourage you
to visit at www.wisconsingrocers.com.
Government Affairs
Conference Calls
Get in on government affairs conference
calls. Conference calls are limited to a halfhour
and include quick updates on legislative
and regulatory issues as well as briefings
by legislators and other special guests.
We guarantee we will not waste your time.
Please watch the President’s Letter and
Government Affairs Report for information
COMMUNICATIONS
Michelle Kussow
WGA Vice President of Communications
and Government Affairs
on upcoming calls or contact
Michelle Kussow at 608.244.7150 to
sign up.
Face-to-Face
The best communication we have is
personal contact. The WGA is on the
road meeting members as often as
possible. WGA staff attends ribboncuttings
and other business events. The
WGA’s field representative, John
Leemkuil, is a former retailer and has
been on the road all year, meeting
existing and new WGA members. The
WGA has scheduled events planned for
2013, like the WGA Expo October 15-
16, 2013, Grocers Government Day
April 10, 2013, and HR Share Group
meetings. For more information on
events, please visit the events section of
this issue. These are great opportunities
for networking and for gaining valuable
information to help your business.
As always, communication is a two-way
street. If you have comments,
suggestions, questions or just want to
find out what’s going on statewide,
please visit the WGA’s website at
www.wisconsingrocers.com or call us
toll-free at 888.342.5942.
20 WISCONSIN GROCER www.wisconsingrocers.com