CHICKEN - Wisconsin Grocers Association

Plan to attend the WGA Grocers in the Capitol Day 2012 Details on Page 9wisconsingrocers.com Fall 2011What’s for Brunch,Lunch,or Dinner?More consumers are reaching for the answer:CHICKENPage 202011ExpoAlbumPage 14PRSRT STDU.S. POSTAGE PAIDMADISON, WIPERMIT NO. 549Wisconsin Grocers Association1 South Pinckney St., Ste. 504Madison, WI 53703CHANGE SERVICE REQUESTEDGROCERS inCAPITOL DAYWednesday, January 25, 2012 Page 9the

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WGA OfficersChairmanBrad BrooksAffiliated Foods Midwest, Norfolk, NEVice ChairmanTim MetcalfeMetcalfe Markets, Inc., Madison, WISecretary/TreasurerWilliam DowlingRoundy’s Supermarkets, Inc., Milwaukee, WIBoard of DirectorsNick BalistreriSendik’s, Whitefish Bay, WIKent BurnstadBurnstad’s, Tomah, WIDerek CrawfordKraft Foods, Northfield, ILRuss CzaparSupervalu, Pleasant Prairie, WIJeff FirnettBunzl Distributing, Elkgrove Village, ILMarlin GreenfieldSkogen’s Festival Foods, DePere, WIGreg HansenHansen’s IGA, Bangor, WISteve LoehrKwik Trip, La Crosse, WIPaul LucasMillerCoors, Milwaukee, WIDave KotwitzPiggly Wiggly, Edgerton, WIJeff MaurerFresh Madison Market, Madison, WIKevin P. MorrisCoca-Cola Bottling Company, Niles, ILDave RymanCERTCO, Inc., Madison, WIDavid SpiegelhoffSpiegelhoff Supermarkets, Burlington, WIDon SymondsLipari Foods, Warren, MIJeff TateTate’s Piggly Wiggly, Watertown, WIRick VanKlaverenNash Finch, Cedar Rapids, IACover photo courtesy Stock photo: Pollo CorazonYOURINFLUENCEIS NEEDEDAT THE STATECAPITOL!2011 FallGROCERS inCAPITOL DAYthePage 97 From the PresidentThe Chicken or the Egg9 Government AffairsGrocers in the Capitol Day14 Expo AlbumA photographic review of the2011 WGA Innovation Expo.Even more photos are on theWGA Facebook page.20 What’s forBrunch, Lunch, or DinnerMore consumers are reachingfor the answer: Chicken24 Alice in DairylandFill Your Bags with Something Special from Wisconsin32 Around the StateMember events and store openingsL-R Front Row: Nick Balistrari, Rick VanKlaveren, Brad Brooks, Dave Ryman, Jeff Tate,and Dave Spiegelhoff. Second Row L-R: Bill Dowling, Russ Czapar, Jeff Maurer,Marlin Greenfield, Kent Burnstad, Brandon Scholz.WGA StaffPresident/CEOBrandon ScholzVice President-Government Affairs & CommunicationsMichelle KussowEvents DirectorCheryl LytleOperations DirectorSarah DecorahMembership RepresentativeJohn Leemkuil2 Affiliated Foods26, 30 Berghoff Brewery26, 27 Cedar CrestIce Cream35 Certco13 Coca-ColaEnterprises26 Date Check Pro26 Dawn Foods26 Galloway Company26, 32 Gopher News23 Gold’n Plump26 H. E. Stark AgencyPlease help us conserve resources. If you are receiving multiple copies or wishto 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, Inc., One South Pinckney Street, Suite 504,Madison, WI 53703 • www.wisconsingrocers.comToll free 888/342-5942; fax 608/244-9030. Materials in this publication may not bereprinted in any form without permission of the Wisconsin Grocers Association, Inc.26 J. W. Perry26 Langlade Springs8 MillerCoors33 Nash FinchCompany26 Noble ViewCreamery12 Pan O Gold26, 31 Prairie Farms26 Retail Data Systems26 Risk Planners34 Professional Cards3 Russ DavisWholesale, Inc.27 Serv-Ice29 Shullsburg Creamery36 Society Insurance31 Sparboe Farms27, 30 Stay-Lite Lighting6 SUPERVALU27 Valley Scales25 Westby27 Wisconsin Beef Council27 Wisconsin GrassfedBeef4, 27 Wisconsin MilkMarketing BoardEDITORIAL INFORMATION: Publication dates; March, May, July, October, January.Please submit all press releases and stories to Brandon Scholz, Publisher, at theWisconsin Grocers Association, Inc.; 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 toCheryl Lytle, Wisconsin Grocers Association, Inc., One South Pinckney Street,Suite 504, Madison, WI 53703, call 608/244-7150; fax 608/244-9030; emailcheryl@wisconsingrocers.com.2011 FALL WISCONSIN GROCER 5

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Government AffairsWGA Grocers in the Capitol Day 2012Every year,attendance atthe Grocers inthe CapitolDay grows andso does themomentum.This year we hope for thebest turnout yet as thestakes are higher than ever!If you’ve ever attended aGrocers in the Capitol Dayyou know how important itis to show up. If you havenot attended, what are youwaiting for?At this year’s Grocers in theCapitol Day we are going toline up the best speakersand discuss significantissues—all at the right timeto get things done! We haveinvited Governor Walker,Senate Majority LeaderScott Fitzgerald andAssembly Speaker JeffFitzgerald, as well as severalother key legislators.In addition, we will bediscussing unemploymentinsurance reforms, changesto Wisconsin law relatingto hiring and firing felons,Workplace Discriminationreformsfor businesses andorganized retail crimelegislation.Finally, January 25th willbe a good time to meetlegislators as they are nearthe end of the 2011-2012session; with recalls looming,we hope they will belooking to get things done!Political activism is at an alltimehigh in Wisconsin, andwe cannot sit back and letothers speak for us. Everygrocer, every manager, everydepartment head shouldattend. Warehouses andsuppliers should send theirkey executives and retailcounselors. And ourmanufacturing friends needto come, too. Everyone fromany aspect of the retail foodindustry in Wisconsin shouldplan to attend.Please fill out and return theregistration form in thisissue of the magazine and/orvisit the WGA website foradditional information:www.wisconsingrocers.com.If you have questions, pleasecall the WGA staff at608.244.7150.Issue SummariesORGANIZEDRETAIL CRIMEOrganized Retail Crime(ORC), also known asorganized retail theft,involves two or morepersons working together tosteal merchandise with theintent to resell. It isestimated that ORC resultsin the loss of $30 billion inmerchandise annually.Specifically in Wisconsin,an estimated $631 millionin merchandise is stolenthrough ORC, resulting in aloss of more than $31.5million in sales tax revenuefor the state.>>>MichelleKussowWGAVice PresidentofCommunicationsandGovernmentAffairsFor more information on theseor any issues affecting theWGA, please contact MichelleKussow at 608.244.7150 ormkussow@wisconsingrocers.com.Political activism isat an all-time highin Wisconsin, andwe cannot sit backand let othersspeak for us.GROCERS inCAPITOL DAYtheWednesday, January 25, 2012Attend the WGA’s Grocers in the Capitol Day inMadison, Wisconsin. Learn about the currentissues debated at the State Capitol and be anactive participant to help influence the outcome!At the WGA's Grocers In The Capitol Day,you will receive:Details on critical issues debated atthe State Capitol that will affect smallbusinesses and the grocery industry inWisconsin.Up-to-date policy briefing fromlegisative leaders.Face-to-face and group meetings withyour elected officials discussing issuesthat impact your business.2011 FALL WISCONSIN GROCER 9

The WGA is working with Rep. Joel Kleefisch (R-Oconomowoc) and Senator Van Wangaard (R-Racine) whohave introduced legislation (AB 56) which does thefollowing:• Lowers the felony threshold for retail theft from $2,500 to$500;• Increases the penalty for retail theft of merchandise valuedGROCERS theCAPITOL inDAYSCHEDULE AND REGISTRATIONWednesday, January 25, 20128:30 am Registration9:00–10:00 am Coffee & Rolls with Legislators10:00–12:30 pm Issue Briefings12:30–1:30 pm Lunch1:30–4:00 pm Legislative visits at the Capitol5:30–7:00 pm Special Legislative Receptionwith heavy hor d’oeuvresMeeting LocationMadison Club5 East Wilson Street • Madison, WI 53703 • 608.255.4861AccomodationsMadison Hilton $1159 East Wilson Street • Madison, WI 53703 • 608.255.5100When you call, ask for the Wisconsin Grocers Association rate.at less than $500 to aClass I felony if the thiefsteals with intent toresell;• Allows for prosecutionof stolen items sold overthe internet; and“WOW! I can’tbelieve how muchI learned.”-Past Capitol Day Attendee• Requires proof of ownership at flea markets for highpriced items like baby formula and razor blades.The Assembly Committee on Criminal Justice held ahearing on AB 56 in August and passed the bill out ofcommittee.UNEMPLOYMENT INSURANCE REFORMSEvery two years the Unemployment Insurance AdvisoryCouncil (UIAC) submits to the Legislature recommendedchanges to the UI program. This year, due to the increasednumber of claims and the federal loan repaymentassessment, changes to the program are critical. Identicalbills were introduced in the Senate and Assembly (AB 310and SB 219) that would make the following changes:• Allow Wisconsin to find alternative funding to pay backthe federal loan. Current law only allows the UI fund toborrow from the federal government and has resulted inthe annual assessment that began this September.• Create a standard for “choice of employer;” establishexception for certain home-care providers. Provides a clearstandard in determining which employer is responsible forUI tax obligations in situations where employee hadmultiple employers.• Protect funds from employer assessments from being lapsedor used for other purposes.• Eliminate the drug test provision that was enacted in thebudget bill.o WGA Members$35 per person;WGA MembersORo Register with a grocery buddy and receivetwo registrations for $50 ($25 each)(At least one person must be a WGA memberto receive this special registration discount.)o Non-MemberRegistration $50Non-MembersName______________________________________________________________ Company __________________________________________________________Grocery Buddy Name ______________________________________________ Company ____________________________________________________________My Mailing Address __________________________________________ City ________________________ State ________ Zip ____________________________Phone ( ) ____________________________________________ Email ____________________________________________________________________oVisa oMastercard Card Number ____________________________________________________________ Expiration Date ____________________________oInvoice me. oCheck enclosed. Signature ________________________________________________________________________________________Return to Wisconsin Grocers Association, Inc. • One South Pinckney Street, Suite 504 • Madison WI 53703 • (888) 342-5942 • fx (608) 244-903010 WISCONSIN GROCER www.wisconsingrocers.com

• Clarify and disqualify benefits for claimants who workedfull-time, have been or could have been compensated forfull-time earnings, as well as modifying partial-weekeligibility.• Makes changes to the work-search requirement andaddresses fraud currently occurring.• Creates a penalty assessment and suspension of benefits forfraud.The Assembly and Senate Committees have both passed thebills out of committee, but the Assembly committeeamended the bill which now requires the Legislature to cometo an agreement and pass identical bills.REPEAL OF WISCONSIN ACT 20Discrimination: Punitive and Compensatory DamagesLegislation to undo a harmful bill signed into law last sessionis making its way through the Legislature. This fall, theSenate passed Senate Bill 202, sponsored by Sen. GlennGrothman (R-West Bend) and Rep. Michelle Litjens (R-Oshkosh), which repeals 2009 Wisconsin Act 20.Grocers were opposed to Act 20 last session because itincreased punitive andcompensatory damages in“I didn’t realizehow importantthis event is.How come morepeople don’tattend?”-Past Capitol Day Attendeediscrimination casesunder the Wisconsin FairEmployment Act.The Wisconsin CivilJustice Council, of whichthe WGA is a member,has included passage ofthe repeal on its agendafor the 2011-2012session. According to the Council,“Before enactment of Wisconsin Act 20 last session, anemployer found liable for workplace discrimination wasrequired to provide back pay for up to two years,reinstate the employee, and pay the employee’s attorneyfees and court costs.These remedies will still be available to employees if orwhen SB 202 is finally passed by the Assembly and signedby the Governor. Act 20 for the first time forcedemployers to pay punitive and compensatory damages,ranging from $50,000 to $300,000, depending on thenumber of people employed by the employer. Unlikefederal law, however, Wisconsin indexed the punitive andcompensatory damages to inflation, making it moreadvantageous to bring these types of lawsuits inWisconsin.”The legislation is expected to be addressed in the StateAssembly during the January floor period.HIRING/FIRING FELONSLegislation to allow an employer to consider felonyconvictions during hiring or firing passed one house duringthe Fall floor period and needs to pass the other prior to theLegislature’s adjournment or the bill will be dead.The legislation, Senate Bill 207/Assembly Bill 286, issponsored by Senator Alberta Darling (R-River Hills) andRep. Joel Kleefisch (R-Oconomowoc).The bill will change current law which subjects employers tolawsuits if an individual with a felony convinction record hasnot been hired or terminated from their job. Wisconsin isone of five states that includes this law allowing felons to suetheir employer for discrimination. The bill passed the StateSenate and is expected to pass the Assembly in January.PHOTO REVIEW OF GROCERS IN THE CAPITOL DAY 2011Pat Fox, Michelle Kussow, and Dave Kotwitz atLegislative Reception at the Governor’s Residence.Dave and Kathy Spiegelhoff with the GrocersCare Political Action Award and Certificate ofAchievement from the Office of the Governor.Members from both partiesspoke to grocers, including (topdown) Assembly Speaker JeffFitzgerald, Representative EvanWynn, and Assembly MinorityLeader Peter Barca.Rep. Chad Weininger (right) role-plays with MarlinGreenfield from Festival Foods.2011 FALL WISCONSIN GROCER 11

Made inWisconsinforWisconsinBakers of Country Hearth and Village HearthBreads and BunsPAN-O-GOLD Baking Co.1000 Wilburn Road, Sun Prairie, WI 53590(608) 834-1816 • (877)457-7860dfutato@panogold.comwww.countryhearthbreads.comWhat is the difference between the PAC, Conduit,and the Grocers Advocacy Fund?PERSONAL CONTRIBUTIONSConduitThe Conduit is a political account sponsored by the WGA that can contribute to candidates for publicoffice. When a member contributes to the WGA conduit, the money is put into that individual’saccount and cannot be contributed without authorization from that person. When the candidatereceives a conduit contribution, the name of the person making the contribution is listed along withthe specific dollar amount. The contribution to the conduit must be from a personal account.PACThe WGA Political Action Committee (PAC) is a group of people with common interests who pool theirfinancial resources to help elect candidates for public office. Contributions from the PAC arecontributed based on recommendations from the PAC Committee and the contributors remainanonymous. The contribution fo the PAC must be from personal funds.CORPORATE CONTRIBUTIONSGrocers Advocacy FundThe Grocers Advocacy Fund (GAF) uses corporate contributions to educate WGA members on thelegislative and political process and how to get involved. The GAF can also be used to engage in issueadvocacy (billboards, direct mail, TV/Radio) to support a key issue of the grocery industry. Corporatecontributions are not limited and donors do not need to be identified.To find out more contact Michelle Kussow at608-244-7150 x304, or mkussow@wisconsingrocers.com.WISCONSIN GROCERS ASSOCIATION, INC. • Grocers Advocacy FundOne South Pinckney Street, Suite 504 • Madison WI 53703 • 608-244-7150The WGA’s Political Support Programhistorically has been the WGA’s toolto help elect and re-elect pro-grocerycandidates using PERSONALCONTRIBUTIONS to the PAC or Conduit.The legislative process and politicalcampaigns have changed dramaticallyin the last few sessions, and theWGA has now expanded the PoliticalSupport Program to allow WGA tocompete in the new environment.The creation of theGrocersAdvocacyFundallows WGA to acceptCORPORATE CONTRIBUTIONSto educate WGA membersand to participate in politicaladvocacy efforts on behalfof grocers.12 WISCONSIN GROCER www.wisconsingrocers.com

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Advantage Refrigeration Alpha Baking Company Alsum Produce Anheuser-Busch2011 EXCELLENCE IN OPERATIONS AWARDSteve “Red” Salfai, Red’s Piggly WigglyArctic Ice Badger Inventory Bakers Supply Baker TillyBand Box Cleaners & Laundry Berghoff Brewery Berres Brothers Coffee Cedar Crest Ice Cream Chicago Baking Commercial Testing LabEmil’s Pizza Feeding America Focus On Energy2011ExpoAlbumBroad-ranging seminars, asold-out trade show, andrecord attendance are just afew of the hallmarks of the2011 WGA Innovation Expo.Enjoy this photo recap andsee the WGA Facebook pagefor even more.HONOREE NOT SHOWN:2011 EXCELLENCE IN OPERATIONS AWARDJason Nilssen, Nilssen’s Supervalu2011 COMMUNITY SERVICE AWARDTerry Tryggeseth, Trig’s Eagle River2011 EXCELLENCE IN OPERATIONS AWARDPam Coy, Viking Village Foods2011 EXCELLENCE IN OPERATIONS AWARDMike Ptacek, Ptacek’s IGA14 WISCONSIN GROCER www.wisconsingrocers.com

2011 EXCELLENCE IN OPERATIONS AWARDFrancis Kranz, Zinke’s Village Market2011 COMMUNITY SERVICE AWARDTed & Joan Majdecki, Majdecki Sentryoratory Inc. Coca-Cola Enterprises Cost Seg Associates Crystal Farms Date Check Pro Dutch Valley FoodsForest Floor Foods Four Elements Frescadas (Catallia Mexican Food) Frito-Lay Garden-Fresh Foods2011 GROCER OF THE YEARDennis Kramer, Kramer’s County Market>2011 Vendor of the Year AwardGary Neu (not shown) and Mark Maloney of Russ Davis Wholesale2011 COMMUNITY SERVICE AWARDPaul Butera, Jr., (left) and GarySoukko (right) representing PaulButera, Piggly Wiggly Midwest2011 FALL WISCONSIN GROCER 15

General Business Services Gopher News Golden GuernseyJW Perry Kemps Dairy KlementsNorth CountryBusiness ProductsNoble View Creamery Old Dutch Foods Pan O Gold Pepsi Co. Prairie FarmsSeminar ReviewsCouponing TrendsDan Shaul of American Coupon Services provided an educationalseminar entitled “Coupon Trends & Tribulations,” and discussed thebenefits and future of the couponindustry and how it will affectthe grocery industry. Dan talkedabout the benefits of upgradedbarcodes, specifically the benefitsof GS1 barcodes which includea smaller area needed, that theycan be used for fruits andvegetables and result inincreased POS efficiency.COUPON TRENDS & TRIBULATIONSDan Shaul, American Coupon ServiceThe seminar also includedinformation on the rise ofdigital coupons, where thecoupon is presented to themanufacturer in electronicformat only, so they literallynever touch paper. While thedigital process is complex, it can become a simple process over time.Another insight from the presentation is that coupons with shortoffers (1 to 8 weeks) saw an increase inusage by grocery product marketers in2010 as opposed to longer termcoupons. Dan’s presentation was anextreme success that left the audiencewith a wealth of crucial informationfor their business.Deli TrendsOur Deli Panel brought in Connie Crawford of Lipari Foods,Kathleen Torbleau of Metcalfe’s Markets, and Steve Burkhardt ofSkogen’s Festival Foods to discuss new trends that increaserevenue from the deli inyour own store. Conniediscussed the benefits ofpresentation when it comesto your deli, making sureeach item is presented with afresh and appealing look.Make sure your deli itemsdisplayed with fresh lettuceso the consumer will find allof the items new and willmake more spontaneousbuys.Steve talked about thebenefits of specialty cheesesin your delis and how thoseitems will increase your deliDELI DOLLARS PANELConnie Crawford, Lipari FoodsKathleenTorbleau, MetcalfeMarkets;SteveBurkhardt,Skogen’sFestival Foodsrevenue. Specialty cheese acknowledges a change in consumerdemand and will help your gross margins and differentiates yourstore from your competitors (Wal-Mart isn’t in the game). Finally,Kathleen stressed the importance of using local sourcing and >>>Retail Data Systems of Wisconsin Risk Management Risk Planners River City Brands16 WISCONSIN GROCER www.wisconsingrocers.comShelby Publishing Snow Shoe Food Society Insurance Soderholm Foods Sparboe Farms Stay-Lite Lighting

Quaker Bakery H. Brooks H. E. Stark Agency Indianapolis Fruit Company J & B GroupLanglade Springs Lipari Foods Midwest Best Water MillerCoors News NotesProfessional Supply Reco Store Equipment Risk Management LLCGreat Wisconsin Bag-OffL to R: Front row Katie Wirkus, 64th Alice in Dairyland; Aly Huxford, Skogen’s Festival Foods, Green Bay; Stephanie Kelleher,Skogen’s Festival Foods, Copeland; Jesse Heebner, Metcalfe Markets, Wauwatosa; Stephanie Teteak, Larry’s Piggly Wiggly,Kaukauna; Marissa Besson, Larry’s Piggly Wiggly, DePere; Bridget Winson, Burnstad’s Markets, Black River Falls; Nicole Stussey,Miller & Son’s, Verona; Alissa Schimgen, Miller & Son’s, Mt. HorebBack Row: Salvador Sanchez, Piggly Wiggly, Racine; Dean Van Den Hoy, Larry’s Piggly Wiggly, Little Chute; Jared Seidel, Skogen’sFestival Foods, Marshfield; Christopher Berndt, Burnstad’s Market, Tomah; Jason Carroll, Skogen’s Festival Foods, Northland;Marius Serva, Metcalfe Markets, Hilldale; Kim Schueler, Piggly Wiggly, CambridgeGREAT WISCONSIN BAG-OFFWinner Stephanie Teteak, Larry’s Markets,Kaukauna with Katie Wirkus, Alice in DairylandRuss Davis Wholesale S&R Egg Farms Sanimax Serv-Ice Shazam2011 FALL WISCONSIN GROCER 17Sumpter Sales TCI Architects Engineers Contractors Inc. Valley Scale Service Inc Vern’s Cheese Village of Sherwood

Westby Creamery Wisconsin Beef Council Wisconsin Grassfed Beef Coop Wisconsin Lottery Wisconsin Wins Wisconsin Milk Marketing BoardSeminar Reviews, cont.sustainable sourcing for your deli. Deli’s that are culinary driventhat utilize local and sustainable ingredients will lead to delicious,nutritious and convenient deli food for your consumers. The DeliPanel provided insightful information that all stores could use inorder to see increases in their deli revenue.Social Media: Marketing in Real TimeRick Rusch, founder of Thought Tech, a company that providesonline marketing, website design branding, marketing, and socialmedia mobile marketing,demonstrated that the reason toget involved in the social medialandscape is solely because itmatters to your customer. Rickexplained how there are 2.6million of people on FacebookSOCIAL MEDIA:MARKETING INREAL TIMERick Rusch,Thought-Techin Wisconsin alone, which is46.8% of the total population.And it is not only young people,but 37% of the Facebook usersin Wisconsin are aged 35 to 64.In the seminar Rick assessed thevalue of a fan and narrowed itBooths not shown: Bunzl, Galloway Company, Towsleys, Inc., Valley Bakers Cooperative Associationdown to product spending, brand loyalty, propensity torecommend, brand affinity, and earned media value. The seminarstressed the importance having multiple points of local connectionfor a company, utilizing multiple social media platforms toconnect with local consumers. Ultimately the most importantreason for a company to have a foot in the social media sphere isto make sure you are in the conversation because you know yourcompetitors already are.AdvertisingROIOur Advertising Panelbrought in Jeff Schroeterand Kerin Rue ofMadison Newspapers,and Claus Moberg ofSnowshoe Foods, LLCto talk about theexpanse of the socialmedia sphere for thegrocery industry. Jeffand Kerin discussed howthe media landscape isADVERTISING ROIClaus Moberg, Snowshoe Foods;Kerin Rue, Madison Newspapers;Jeff Schroeter, Madison Newspapers18 WISCONSIN GROCER www.wisconsingrocers.com

quickly changing that requires the industry to change as well inorder to ensure you stay connected with your consumers. Theyalso stressed how newspapers still have a major hold on media, asnow all must operate as media companies and still over 75% of allcoupons come from newspapers.Claus is the CEO of SnowShoe Foods, a company that providessocial media apps and services that are modeled exclusively forgrocery stores and the grocery industry. They currently provideservices for Fresh Madison Market located in Madison, WI. Thetype of benefits they provide for consumers include barcodescanning, digital coupons, recipe-based product recommender,multiple-coupon redemption, and innovative grocery lists. Clausdrove home how Snowshoe Foods services provide tools thatallows a store to use social media that leads to real revenue thatyou can track and assess. Members in attendance of this seminarfelt the information shared was essential for moving forward withtheir business and extremely timely as well!explained his own personal history and pointed out many of theflaws and inconsistencies in the food industry today when itcomes to advertising and ingredient listing. Make sure you visitthe Mustard Museum in Middleton to see this remarkable venuefor yourself!Michael SansoloThe keynote speaker for the 2011Innovation Expo was MichaelSansolo, the long-time seniorvice president of FMI and a pasteditor-in-chief of the ProgressiveGrocer. Michael’s presentationfocused on the new realities forthe business world afterSetember 15th, 2008 anddiscussed revolutionarybusiness trends that canimpact companies across thestate. There was constantfocus on how consumerstoday feel that price is simplythe most important variablewhen it comes to their shopping habits.NEW REALITIES:WHAT IT TAKES TO BE SUCCESSFULMichael SansoloOther focuses included discussion on how technology reshapes theworld as it stands today, resulting in companies needing to makesure they provide the right values, serve the right population, areinvolved in the conversation, and most importantly are internallyasking themselves the tough questions about the state of yourcompany. Without these components you are exposing yourcompany to harsh realities in this business climate and riskingyour own status. Ultimately your company has to adapt to yourenvironment and change because the environment for theconsumer has changed and will move on if your company doesnot change with them. Our keynote speaker was our highest-ratedseminar, according to our surveys, and left our audience with new,exciting ways to adapt in this new business environment.HABEAS CODFISH: REFLECTIONS OF FOOD AND THE LAWBarry M. Levenson, Curator of the Mustard MuseumHabeas Codfish:Reflections of Food & the LawBarry M. Levenson is the curator of the Mustard Museum inMiddleton, Wisconsin, and also a recovering lawyer who workedwith food law for decades prior to his establishment of themuseum. This delightful and entertaining seminar focused on thehistory of food law and, of course, the many merits of mustard.The seminar had multiple audience attendees graduate fromPoupon University, or nicknamed PouponU, as puns were aplentythroughout the program.Levenson also discussed groundbreaking historical cases in FoodLaw from the early 1900s all the way up to present times. He alsoWGA THANKS ourDIAMOND SPONSORS2011 FALL WISCONSIN GROCER 19

What’s forBrunch, Lunch,or Dinner?It’s as simple asthis: chicken isgood for the soul,and good for sales.Written Exclusively for the WGA by Sharyn AldenAs winter settles in,consumers’ interestin buying andpreparing chickenis far more thankeeping thepantry filledwith chickensoup. They’reusing chickenin a variety ofways and theirlove of chickenappears to besteadily growing.PHOTOGRAPHY COURTESY GNP COMPANY20 WISCONSIN GROCER www.wisconsingrocers.com

More consumers are reaching for the answer:CHICKENEver since KFC was founded in 1952 in Louisiana,people have clamored for Colonel Sanders’ secretfried chicken recipe. In the following decades evenmore people have been hungering for chicken.Fried chicken is still a favorite commodity, buttoday shoppers areIf you aren’t on the buying chicken to bake,chicken bandwagon stir-fry, broil, grill, anduse in thousands ofconsider this: recipes.demand for chicken If you aren’t on thechicken bandwagonmeat during theconsider this: demandfirst nine months of for chicken during thefirst nine months of2011 remained 2011 remained highhigh and the and the forecast isbright. Throughout theforecast is bright. U.S. chicken sales areup this year over 2010.The USDA is forecasting poultry production toreach an estimated 43.26 billion pounds this year,up from 2010 figures. Annual U.S. chickenconsumption per person rose to 82.2 pounds in2010 and is expected to grow to 84 pounds in2011.*Yes, fried chicken is still a favorite food, but today’sbusy shoppers are looking for easy chicken-readyoptions like frozenchicken fillets that canGNP Company,be quickly cooked andoffer numerous reasons the largest poultryfor consumers to beprocessor inproud to serve chicken.A discussion about Wisconsin, prideschicken wouldn’t be itself on highcomplete without amention of today’s quality standardseconomy. Even though and products thatit has had an impact onmany people’s lifestyles reflect shoppers’and behaviors, lifestyles.*USDA, March 2011consumers haven’t given up wanting quality when itcomes to buying chicken. They want consistentvalue from brands they trust. Theywant to know what they’re buying,and they want to know theirgrocers offer quality chicken ataffordable prices.So if you haven’t been thinkingchicken as a way to shine, startthinking of it now.What consumers wantBusy consumers have numerous ideas about whattypes of chicken recipes taste best, but mostpeople today want nutritious dishes that are easyto whip up.Jeff Stuczynski, Business Manager with GNPCompany, a St. Cloud, Minnesota chickenproducer whose brands are Gold’n Plump ® and JustBARE ® , says, “We realize today’s savvy consumersare balancing many tasks during the day. For thatreason we are committed to meeting the customerwhere they are and giving them options that areimportant to them.”The company also has a strong sense of socialresponsibility and is focused on sustainable, greeninitiatives.GNP Company, the largest poultry processor inWisconsin, prides itself on high quality standardsand products that reflect shoppers’ lifestyles. “Werecognize that people want healthy, tasty, andconvenient foodchoices,” saysStuczynski.“Consequently, one ofour new products isthe individuallywrapped, boneless,seasoned chickenbreast fillets. They are>>>ABOUT THETruthful LabelingCoalitionYou can’t alwaysjudge chicken byits label.The USDA currentlyallowschickenpumpedwithsaltwaterand bindingagents to belabeled “AllNatural.”Members of the TruthfulLabeling Coalition,including local poultryproducer GNP Company,and more than 30,000consumers nationwide,believe chicken withadditives should not belabeled “All Natural”and should be clearlylabeled and easy toread.More information aboutthe movement fortruthful chicken labelingand the USDA opencomment period (closingon January 19, 2012)is available online athttp://www.truthfullabeling.org/.2011 Expo WISCONSIN GROCER 212011 FALL WISCONSIN GROCER 21

Chicken, continued from page 21Create opportunities for peopleto say “I want that”It’s no surprise that customers have beensaying, “I want that” to just-launched Gold’nPlump Seasoned Boneless Skinless BreastFillets and frozen chicken SKUs. Industryresearch has shown that over half ofconsumers say they purchase meat in bulkand freeze for future use, and that meal-sizedportion packaging was a purchase driver for30% of shoppers.(American Meat Institute, FoodMarketing Institute. 2011 The Power of MeatReport.)available in lemon pepper, tomatobasil and herb seasonings as well asthe original.”In Wisconsin, the company’sArcadia operations underwent a$110 million multiyear expansionresulting in hightech efficiency thatuses every part of the bird.What does “All Natural poultry”mean? Brands like Gold’n Plumpand Just BARE ® who can add thosewords to their product line, receivedthat designation from the TruthfulLabeling Coalition. Stuczynski explains,“Our All Natural poultry has not beenenhanced with solutions or additives.All Natural is just that—an all naturalproduct which lives up to the designationand expectation.”GNP Company uses the label of All Naturalonly when a product is not further enhancedwith solutions or additives of any kind.However, some companies use the words“All Natural” without discretion. Consumersand the industry are banding together with theTruthful Labeling Coalition, a coalitioncommitted to the truthful labeling of freshnatural chicken. (See sidebar on page 21.)Freshness, in conjunction with the buy-localmovement, is on plenty of consumers’ minds.GNP Company uses local vendors and deliversfresh Wisconsin poultry to Wisconsin grocersquickly and reliably. Since the companyhas wide distribution in the state,grocers can get their chicken on a nextday basis.A growing number of consumers areconcerned with what goes into the foodthey enjoy. GNP Company’s brand, JustBARE ® chicken offers consumers andgrocers an excellent choice. Customersappreciate knowing that their chickencomes to them without the use ofantibiotics. Just BARE ® chicken is alsopackaged in crystal clear packaging thatgive consumers 360-degree views ofchicken inside the wrapping.Just BARE ® hosted an online “Just 5 Contest.”In keeping with making cooking withchicken simple, Just BARE ® hosted anonline Just 5 Contest. Stuczynski sayscontestants eagerly sent in fiveingredientrecipes starting in September.The winners took home more than$23,000 in prizes announced inDecember.Ideas to increasechicken salesContests are an excellent way to focusattention on a special promotion orproduct, but there are numerous otherways you can increase poultry sales atyour store.Create opportunities for people tosay “I want that.”In order to benefit your bottom line itpays to listen to what your consumerswant. Someone once said if you reallywant to be a goodcommunicator you haveto be a good listener. Thesame is true when itcomes to marketing toyour customers. Listento them in order to earntheir trust. Then engagethem with good ideasfor making chicken a“good buy” for theirlifestyle and budgets.Consider tailoring anemail program whereyou can speak toyour customerswho’ve opted tohear from you inmultiple ways.You mightalso want todemonstratethe tasteexcitementbehind newerproducts suchas ground chicken. It’s a healthyalternative to ground beef and willprobably surprise your shoppers with itstaste and ease of use in varied recipes.Have you considered the mobileapp advertising market?This huge, growing market is a goodway to promote your store along within-store specials and new products. Themobile app market is expected to growmore than $8 billion by 2015.22 WISCONSIN GROCER www.wisconsingrocers.com

How do you findout what yourcustomers wantwhen it comes tochicken?Consider doingan in-store oronline surveyafter introducinga product likerotisserie chickenin your deli.Then send peoplerelevant messagesthrough channelsthey are more aptto prefer. That may be through mailers,online newsletters or a special area of yourwebsite devoted to chicken products,recipes and serving ideas.Slow and steady wins the race in marketingchicken to your customers as it does withmarketing overall. Don’t use your entire adbudget on one marketing idea. Concentrateon a couple of main marketing strategiesthat are not overcomplicated for your storesize and budget.Then make your marketing messagesengaging, creative and fun. Ask yourself—what do you want your customers to knowThe next time they sit down andhave a chicken dish—at brunch,lunch or dinner—what do youwant them to remember aboutthe chicken-buying experience atyour store?when they select chicken at your store? Thenext time they sit down and have a chickendish—at brunch, lunch or dinner—whatdo you want them to remember about thechicken-buying experience at your store?Chicken is on the minds of many busyconsumers. If you’re not tapping into thechicken marketing area, you could be missingout on building even stronger relationshipswith your current customers or attractingnew business to your store.2011 FALL WISCONSIN GROCER 23

Alice in DairylandKatieWirkus64th Alice inDairylandFill Your Bags withSomething Special from Wisconsin Alice in Dairyland Katie Wirkus, isWisconsin’s agriculture ambassador.She travels over 40,000 miles eachyear to spread the word about ouragriculture industry. Alicein Dairyland can be reached bywriting to Wisconsin Departmentof Agriculture, Trade and ConsumerProtection, DATCP DairylandProgram at 608.224.5080 orDATCPAlice@wisconsin.gov.To learn more about Wisconsin’s$59 billion agricultural industryvisit her travel blog athttp://www.wisconsinagconnection.com/alice/ orbecome a friend on facebook(Alice Dairyland), follow on twitter(Alice_Dairyland) or LindkedIn(Alice in Dairyland).The job of the grocery baggeris very important. Thegroceries need to be properlypacked to keep the groceriesfrom breaking, smashing anddenting on the way home. Atthe Great Wisconsin Bag-Off, Isaw the skill needed to ensure awell-packaged bag.Allow your customers to filltheir carts and bags withsomething special, by stockingyour shelves with SomethingSpecial from Wisconsin products. With everythingfrom meats to maple syrup andmilk to mixes for malts, dipsand breads, make everydepartment in your storespecial.The dairy case has manyoptions. Make sure there arespecial products fromWisconsin companies likeDeans Foods and CravesBrothers Farmstead CheeseCompany. Another dairy item(that wouldn’t be in the dairycase) is organic goat milk soapfrom Opie’s Goats.and honey from Bee BarfHoney. More sweet additionswould be jams from theWisconsin Innovation Kitchen,caramels from Becky’s BlissfulBakery, Tillie’s Toffee andFrench pastries from PierreFerland.Honey-glazed spiral sliced hamfrom Nueske’s ApplewoodSmoked Meats, jerky fromWayne’s Jerky and summersausage from Lange FarmMeats would be a greataddition to any meat case. Addvariety to your shelves withmany ways to flavor-up thosemeats with Clementi’ssignature garlic sauce, HowlingWolf BBQ, light breadingfrom Lily River Foods, sweetand sour dipping sauces byPenny Lane Farm, infused seasalts and infused extra virginolive oils from RenaissanceFarm, Augusta’s Antipastofrom Diana and Daughtersand mustards, horseradishsauces and specialty saucesfrom Silver Springs Foods.Enhance your Wisconsinbeverage choices with winesfrom Weggy Winery andcoffees from Berres BrothersCoffee Roasters.When selecting foods, gifts andunique treasures to fill yourshelves look for products thatcarry the red SomethingSpecial from Wisconsinlogo. This logo guarantees thathalf of a product’s ingredients,production or processingactivities are from Wisconsin,which means you aresupporting the local producersand companies while keepingthe money in your localcommunities and economies.To view all 430 SomethingSpecial from Wisconsincompanies visitwww.savorwisconsin.com orwww.somethingspecialwi.comand find something to makeevery day special.To find Something Special fromWisconsin products and/or companies,take a look at the complete directorycomplete directory foundat www.savorwisconsin.com by clickingon "Other Searches." To learn moreabout the program and how your storecan get involved, visitwww.somethingspecialwi.com.Don’t forget to sweeten upyour shelves with SomethingSpecial from Wisconsin.Start with the naturalsweeteners, like pure Wisconsinmaple syrup from KickapooGold Organic Maple Syrup24 WISCONSIN GROCER www.wisconsingrocers.com

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BRONZE SPONSORSberghoffbrewery@gmail.com414.328.3309Award-winningProtein Smoothieproduced inWisconsinMark Gottsacker 920-886-6855 • info@drinkfitnessedgeChampionship Family Flavors!Cedar CrestIce CreamCedarburg, Wisconsin(262) 377-7252cedarcresticecream.comGOPHER NEWSC O M P A N YMAGAZINE & BOOKDISTRIBUTIONSince 1902Extensive Network of DistributionThroughout the Upper MidwestScott W Andrus • 763-525-3105 • swa@gophernews.comNSFTeach Me How to Collect Bad ChecksCheck Recovery Solutions, a division of The Stark CollectionAgency, Inc., offers check recovery solutions designed to:WGAENDORSEDVENDOR• Prevent and reduce the quantity of bad checks • Retailer rebates• Recovery of bad checks• Reduce bank service feesThe fine art of successful collectionsWe handle each process completely so our clients can do whatthey do best: run their businesses.Langlade Springs, located in Wisconsin’s pristinenorthwoods, is a producer of America’s highest-qualitybottled water. We can make this bold statementbecause our water has the hightest natural pH factorof 7.8. As a light mineral spring water, our products offernot only great health benefits, but also the best taste of any bottled water in the market. Wealso offer our bottled water in a biodegradeable bottle.Enhance your health and protect the environment!715-623-9170 • 920-915-4813 (cell) • langladesprings.comFRESH CUT FLOWERS & BOUQUETSGREEN PLANTS &BLOOMING PLANTSSUPPLIESCHRISTMAS GREENSSPRING HANGERS & BEDDING PLANTSEverything that is purchased from J.W. Perry, Inc.comes with our unconditional satisfaction guarantee.If you’re ever dissatisfied with any product, simplyreturn it for a replacement, exchange or refund.Quality Products and prompt delivery service formthe foundation of this company!707 S. Center Ave., P.O. Box 542Merrill, WI 54452800-343-0008 EXT 255 • FAX 715-539-2096hselissen@jwperry.comNoble View Creamery, LLC is owned and operated byJay Noble, a sixth generation dairy farmer. Realizingthe growing population of Southeast Wisconsin andthe demand for locally made products, he started NobleView Creamery, LLC, which specializes in providing highquality cheese using only the milk from his dairy.Jay H. Noble, Owner20715 Durand Ave. • Union Grove, WI 53182 • (262) 878-0619 • c(262) 210-8513www.nobleviewcreamery.com • jay@nobleviewcreamery.comRetail Data Systems of Wisconsin1900 Pewaukee Road, Suite MWaukesha, WI 531881-800-779-7052Retail Data Systems is Wisconsin’s premier supplier ofTechnology to the Independent Grocery Industry since 1950.• ScanMaster and ISS-45 Scanning Systems • U-Scan Self Checkout• S4 Back Office Software • Electronic Check Conversion & Electronic Shelf TagsRetail Data Systems is now Wisconsin’s EXCLUSIVE ScanMaster resourceReducing Risk. Raising Expectations.Dawn’s manufactures retail-ready bulk and customfresh salads: potato, pasta, protein, and coleslaw; plusretail-ready frozen pies and quiches.William (Bill) Bohrer, CIC SR. ACCOUNT EXECUTIVE100 W. Lawrence Street • Appleton Center, Suite 416 • Appleton, WI 54911800.328.7475 x7573 • 920.606.3045 • Fax 952.358.7565bill_bohrer@Riskplanners.com • www.ajgrms.com26 WISCONSIN GROCER www.wisconsingrocers.comDawn’s Foods, Inc. 1530 LaDawn Drive, Portage WI 53901800-993-2967 Fax 608-742-1806 • www.dawnsfoodsinc.com

BRONZE SPONSORSSERV-ICEPremium Packaged Ice1-888-SHIP-ICE2175 W. 20th Ave., Oshkosh, WI 54904Stay-Lite is a full-service lightingmanagement company.• Strengths in lighting surveys, energy efficiency analysis,lighting upgrades and service and maintenance for allinterior and exterior applications.• Operating out of Metro-Milwaukee, Appleton, andMadison to cover the upper midwest.• All field employees are Certified Lighting Technicians operating from fully stocked vehicles.1-800-657-0883 • www.stay-lite.comDistributors of scales, foodprocessing equipment, label printers,and labels for all applications.ACCREDITED ISO/IEC 17025Distributors of scales, food processing equipment,label printers and labels for all applications.Valley Scale is celebrating 46 years of service to the retailindustry. Call us to see what we can do for your business.Valley Scale Service, Inc., offers awide range of retail equipmentincluding: Mettler Toledo Scalesand wrapping machines, Biro andDaniels food processingequipment, Bizerba slicers as wellas labels for all scales and printers.Valley Scale is celebrating 46 years of serviceto the retail industry. Call us to see what wecan do for your business.• Wausau (715) 675-0222• Green Bay (920) 434-3300• Rice Lake (715) 234-9100www.valscale.com• Wausau (715) 675-0222 • Green Bay (920) 434-3300• Rice Lake (715) 234-9100www.valscale.comGreen grass, blue sky and the crystal clear waters of Wisconsinare the ingredients that go into Wisconsin Meadows TM GrassfedBeef. Our cooperative of small family farms believes thatrotationally grazing cattle is the best way to raise lean, tastybeef. Our well-managed pastures protect soil and waterresources and provide wildlife habitat. We care about that because we live here, too!Our beef are born and raised in Wisconsin,without anti-biotics or growth hormones! Healthy, natural AND local!!Call Rod at 608-451-2861 for more information. • www.wisconsingrassfed.coopWisconsin MilkMarketing BoardWisconsin is the home of theworld’s most award-winningcheeses. Share the pride of over 150 years of cheesemaking excellence byselecting Wisconsin Cheese. For recipes, pairing suggestions, and more, visitwww.eatwisconsincheese.comStay in touch.Be a fan of theWisconsin GrocersAssociation.Or visit us at www.WisconsinGrocers.com2011 FALL WISCONSIN GROCER 27

Member EventsMetcalfe’s ExpandingShoppingFamily-owned business acquiring formerCUB Foods propertyMetcalfe’s Market isexpanding itscommitment to Madison and its relationshipwith local farmers and foodsuppliers with Metcalfe’sacquisition of the CUB FoodsWest Towne location.“This is extremely exciting forMetcalfe’s,” said TimMetcalfe, co-owner ofMetcalfe’s Market. “Shoppers are telling us theywant more fresh, locally-produced foods. Thisexpansion will increase our customers’ access tothose foods and benefit our community as awhole.”Metcalfe’s plan includes a substantialreinvestment and remodeling of the MineralPoint location which will begin in early 2012.The new Metcalfe’s will remain open duringrenovations, with plans to be completed byNovember of next year.Tradition of GivingMadison Magazine writes in its People of the Yeararticle that Tim Metcalfe jokes that he doesn’tknow how to spell the word “no.” Luckily heMember News spotlights notable Wisconsin grocers and industry leaders. To share your news with fellow grocers, emailmkussow@wisconsingrocers.com or call 888.342-5942. To see more member events, go to www.WisconsinGrocers.com and click on Member Events.and brother Kevin of Metcalfe’s Markets say yes,whether it’s to the dozens of groups theysupport. Brat Fest, the family’s mainphilanthropic effort was started communitymindedfather Tom. The event just passed the$1 million mark in money raised for communitynonprofits. Also this year Kevin and Tim formedthe Brat Fest Endowment Fund so their latefather’s legacy will continue for generations.Cool Grand OpeningValley BakersCooperativeAssociation (VBCA), located in Greenville,Wisconsin, is proud to announce the grandopening of its new freezer facility addition thatwas completed in July, 2011. This state-of-theartfacility contains 25,000 square feet of frozenstorage, nearly 4,000 new pallet slots, flowracking, a new back-up generator, and 3 newcompressors.VBCA’s specialized services: RF, Voice PickTechnology, and Live Web Inventory willcontinue to be offered throughout the facility,including this new addition. Bakers Supply,Bakers Supply Logistics and ProgressiveWarehousing (all VBCA companies) arecontinually growing so further changes werenecessary at the existing facility also. Additionalmulti-temperature space is currently availableand ideal to store pizzas, cheese, butter,vegetables, fruit and like products.becoming the De Pere-based chain’s first store inSheboygan County. “The process to secure thesite in the Taylor Heights Shopping Center wasa lengthy process, but we’re confident that thislocation is right for us. Everyone—from thebuilders to our team Festival Foodsassociates—pulled together and created abeautiful store. We are excited to be open andserving the community of Sheboygan,” saidMark Skogen, CEO and President, Skogen’sFestival Foods. The Festival Foods store, whichwill employ 237 people and be open 24 hoursa day, will carry about 50,000 food items,including fresh sushi, salad and other preparedfoods. The store also will offer free child carefor customers and feature one of the largestnatural foods selections and meat and deli areasamong the chain’s 16 stores.Congratulations!Gordy’s County Marketof Eau Claire wasawarded the 2011 Produce DepartmentSuperValu Master Marketer of the Year awardfor outstanding effort in marketing their “FallFest” event. This event is held each October andgives kids a chance to paint pumpkins, while theadults grab samples of the 30 foot Pumpkin Barand taste seasonal beers and wines. “Fall Fest”showcases lots of pumpkins, beautiful mums,bales of hay and corn stalks and delicious applecider; all things, fall!• Sales • Service • Installation • Parts1-866-783-9999“Tomorrow’s Technology Today”www.advantagerefrigeration.comPut your company on the cutting edge with Advantage Refrigeration’screative design, dedication to safety, and innovative technology.Heidi BruningKEY ACCOUNT MANAGER(262) 654-4896(608) 347-7318www.afmidwest.comCELL 312-623-0792Heidi.bruning@anheuser-busch.com28 WISCONSIN GROCER www.wisconsingrocers.comNew StoreRoundy’sSupermarketsopened the new Pick ‘n Save inMount Pleasant. This brand newstore will replace the one that hasoperated on South Green BayRoad and features a new, state-ofthe-artstore with a more efficientlayout. In addition to a widerselection in the produce, deli,meat, seafood and bakerydepartments, there will be specialvalue-driven sections.Additionally, the new store ismore environmentally friendly,incorporating energy-efficientappliances and lighting. The storecreates 210 jobs for transfers andnew hires.First Store in theCountyFestival Foods willopen a new 71,000-square-footsupermarket in the Taylor HeightsShopping Center on Friday,Here We Grow AgainThe Skogen family celebratedopening their sixteenthlocation in the Village Market Center in LaCrosse on Thursday evening and officiallyopened for business on 11/11/11. DaveSkogen celebrated his 55th anniversary withthe company and recognized his father formaking the decision to go into the grocerybusiness. Mark Skogen recognized a greatnew team which includes 170 previousQuillin Foods employees at this location.>>>

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Member EventsMember News spotlights notable Wisconsin grocers and industry leaders. To share your news with fellow grocers, emailmkussow@wisconsingrocers.com or call 888.342-5942. To see more member events, go to www.WisconsinGrocers.com and click on Member Events.Get Your Award-Winning Brat Here!Retrofit and Upgrade Services:• Energy Efficient Lighting Upgrades• New Technology Recommendations• Energy Savings Opportunities• Group Relamp• Warranty SupportMaintenance Service:• Complete Interior, Exterior, and SignService• Relamping Service• Case & Cooler Service, including LED• Ballast Installation & Disposal• Parking Lot Maintence• Emergency & Exit Lighting• Signage Maintenance including Neonand LEDTrig’s Smokehouse won the title of World’s Best Bratwurst atthe World’s Best Brat Competition in Watertown for thesecond year in a row. Competing against some of the biggestnames in bratwurst, Trig’s Smokehouse was also once again voted FanFavorite at the competition. The Fan Favorite award was voted on by theevent’s public attendees based on samples of Trig’s World’s Best, Green &Gold and Chicken Fajita brats as well as their experience at the Trig’sSmokehouse booth. “We are incredibly honored to win the World’s BestBrat and Fan Favorite awards two years in a row,” says Lee Guenther,President and C.E.O. of the T.A. Solberg Co., the parent company of Trig’s.Inside RemodelBurnstad’s Markets featured the Black Rivers storewith a Grand Opening after the seven-weekremodeling project. While the work stayed withinthe four walls, all departments were changed to one degree or another.The goal of the remodel was to improve energy efficiencies throughoutthe store. The remodel was in line with Burnstad’s Mission Statementgoal of reinvesting back into the community and to their employees.Expansion UnderwayThe Cottage Grove Piggly Wiggly store isexpanding according to the Wisconsin StateJournal. The project is underway to expand and remodel the storeincreasing it by nearly 11,000 square feet, bringing it to 37,000 squarefeet, and the interior will be renovated. Completion is planned for nextMay. The store is owned and operated by David and Jeanne Schommerwho opened the store in 1999. As part of the project, the meat, produce,bakery, grocery and liquor departments will be expanded. The deli willhave a new salad bar, hot soup section and an expanded hot food section.Winning DesignMehmert Store Services, Inc. of Sussex, Wisconsin hasbeen chosen as the winning design firm for ProgressiveGrocer Magazine’s annual design contest in the category of Best Low-costRemodel, Less Than $2 Million, Urban-format. Also, Steve Mehmert isgoing to be doing an interview with the BetterBusiness Bureau’s Straight Talk Radio Showregarding supermarket planning and design.30 WISCONSIN GROCER www.wisconsingrocers.comFarewell, FriendMark Anderson attempted to retirethis past February after serving asthe Regional President of thePleasant Prairie distribution center.But, Supervalu convinced him to stay on forseven additional months to serve as thePresident & COO of the Independent Businesssector of the company. So now, its MissionAccomplished and on to retirement. “I reallywant everyone to know how much I enjoyedworking with everyone in the industry,” saysMark. He said that during his time in theindustry. “Along with the retailers, the suppliersand groups like the WGA, it’s a great industry towork in.” Mark should know. He started at age15 and retired at 59 bagging 44 years in thebusiness. He plans to travel with his wife Betsyas well as do a little (read: lot) hunting, fishingand golfing while staying connected to thegrocery biz one way or another. Mark was theWGA’s Grocer of the Year in 2007.

Westby CreameryBuilds DistributionCenterGround was brokenby the Board ofDirectors of WestbyCooperative Creamery for a newDistribution Center and Officeslocated on Highway 14/61, justnorthwest of Westby, Wisconsin.According to Board President MarkLevendoski, this new DistributionCenter is a significant capitalinvestment in their business and can occur becausethey have a solid financial foundation on a trackrecord of growth. For more information checkout www.westbycreamery.com.Congrats Fox BrothersThe OconomowocChamber of Commercerecently announced their 2011 award recipients.Congratulations to Fox Brothers Piggly Wiggly,owned by Pat Fox, for being recognized as the2011 Business of the Year! According to theChamber, the store’s reputation has been builton superior services, fair prices, highest qualityproducts and cleanliness. During its time inbusiness it has donated more than $936,000 tovarious Lake Country groups and organizations.A Perfect 10Sendik’s Food Market opened inWest Bend with a ribbon-cuttingceremony and store opening. Part of theBalistreri-owned and operated“Red Bag”Sendik’s Food Markets, this is the tenth locationfor the group owned and operated by brothersNick, Patrick, and Ted Balistreri and sisterMargaret Harris. “We look forward to being apartner in the community and providing thebest grocery shopping experience, period,” saidNick Balistreri.The store will add 130 new jobs to the area.Boasting energy efficient cooler cases, motionsensory lights, energy recapture mechanisms toheat sidewalks, among other things, the revitalizedbuilding that houses the new store may be themost energy efficient and technologicallyadvanced grocery store in the Midwest. “We areGrocer of the Year x4 Congratulating the Balistreri family ontheir new location and attending the Sendik’s West Bend OpenHouse were four WGA Grocers of the year: Trig Solberg, T.A.Solberg (1998 Grocer of the Year); Salvatore “Ted” Balistreri(father of 2009 Grocers of the Year); George Prescott, formerlyPrescott Supermarkets (1992 Grocer of the Year); and LeeGuenther, T.A. Solberg (2010 Grocer of the Year).very proud of the energy savings we have beenable to achieve with this store design,” addedNick Balistreri. See more at SendiksMarkets.com.>>>For 57 years, family owned Sparboe Farms has been areliable source of eggs to grocers throughout Wisconsin.From all of us at Sparboe Farms, we thank our friends at the WisconsinGrocers Association for many years of partnership and for the opportunityto supply high-quality, safe, and affordable eggs to feed Wisconsin’s families.Best wishes to all in the New Year!1.800.BEST EGG | www.sparboe.com2011 FALL WISCONSIN GROCER 31

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P R O F E S S I O N A L C A R D S1-800-359-1032badgerinv@aol.com • www.badgerinventory.comMadison Office 608-839-5441 Brookfield Office 262.786.3446PO Box 8456 Madison, WI 53708-8456Serving the Real Independents!Certco, Inc.Dave Ryman, Director of Sales5321 Verona RoadMadison, WI 53711-6050(608) 271-4500dryman@certcoinc.com • www.certcoinc.com875 E. Wisconsin Avenue • Milwaukee, WI 53202www.roundys.comPhone 414-231-5000CRYSTAL FARMSDistributor of fine refrigerated products tosupermarkets in over 40 states, including:• Crystal Farms Cheese • Better ’n Eggs• Simply Potatoes • All Whites• David’s Deli BagelsContact Steve.Fish@michaelfoods.com(920) 648-3466Tom BinghamLipari Foods Inc.26661 Bunert RoadWarren, MI 48089414.297.7697tom_bingham@liparifoods.comwww.LipariFoods.comYour association-endorsed insurance provider for workers compensation.WGAENDORSEDVENDORWe also offer GRO-SURE, an outstandingproperty/casualty program availablespecifically for food retailers. So whetheryou own a neighborhood conveniencestore or are part of a supermarket chain, it’s worth checkingout what Society has to offer!150 Camelot Drive, PO Box 1029, Fond du Lac, WI 54936-1029888-5-SOCIETY (888-576-2438) societyinsurance.comThe Right Partner Makes All the DifferenceDavid HerveyChain Account Manager – Wisconsin3939 W. Highland Blvd., Building 35, Milwaukee, WI 53201414.931.4952 C: 414.732.4815 F: 414.342.1437Hervey.David@millercoors.comThomas Branta, Market Development Manager 262-308-7548Brad Miller, Vice-President Market Development 630-743-9226Jeff McClure, Area Sales Director 920-436-1509Russ Czapar, Area Sales Director 262-359-0087Green Bay Distribution Center451 Joannes Ave., Green Bay WI 54304Pleasant Prairie Distribution Center7400 95th St., Pleasant Prairie, WI 53158PAN-O-GOLD Baking Co.1000 Wilburn Road • Sun Prairie WI 53590(608) 834-1816(877) 457-7860 Watts LineVisit us online atWiLottery.com34 WISCONSIN GROCER www.wisconsingrocers.com

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