Convention 2021

CONVENTION ISSUE • 2021 

iowagrocer 

Together Again 

A publication of the Iowa Grocery Industry Association

A S S O C 

R 

I A T E D 

E 

T A 

I 

W H O L E S A L E 

L 

E 

R 

O W 

N 

E 

G R O C E R S 

D 

During good times, it’s easy to keep a steady hand. But when life throws curve balls 

like the world has never seen, those steady hands can become shaky rather quickly. 

At Associated Wholesale Grocers, we have thousands of examples of strong, steady 

hands keeping grocery stores running, true purveyors of hope for our communities. 

And there are thousands of steady hands at AWG supporting those ESSENTIAL pillars 

of communities in the 28 states we serve. We’ve been constantly tracking how our 

industry is changing and we’re focusing even closer on how the current situation will 

change things even more. 

We have long prided ourselves on the lowest cost of goods. But now, and in the future, 

our retailers need far more than that. Everything from e-commerce to merchandising, 

digital marketing to support as we navigate through any crisis together. We have 

helping, steady hands for every area of your store and have prided ourselves on being 

that steady hand for almost 100 years.

Dear 

[merchant services provider] 

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, 

[verb] 

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We understand your business challenges 

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TRUST 

YOUR 

TASTE 

BUDS

CONVENTION ISSUE 2021 

Inside this Issue 

18 

38 

The Iowa Grocer magazine is published four times per 

year by Grocers Services Company, a subsidiary of the 

Iowa Grocery Industry Association. The magazine is 

distributed by mail to members of the Iowa Grocery 

Industry Association. All rights of this publication are 

strictly reserved and no part of it may be reproduced 

in whole or part without expressed written permission 

from the publisher. While the information has been 

compiled carefully to ensure maximum accuracy 

at the time of publication, it is provided for general 

guidance and is subject to change. Entire contents 

are protected by Copyright ©2021Iowa Grocer 

and Grocers Services Company. Magazine printing 

provided by Sutherland Printing, Montezuma, Iowa. 

Paying Tribute to IGIA’s Ribbon Sponsors............................................................... 4–5 

Chairman’s Message...................................................................................................... 6 

IGIA Board of Directors.................................................................................................. 7 

President’s Message....................................................................................................... 8 

Meet the Team................................................................................................................ 9 

Online Grocery Sales Up 43%............................................................................... 10–11 

Federal Legislative Outlook................................................................................... 16–17 

Your Hometown Grocer: Story City Kwik Star.....................................................20–24 

IGIA Get Connected Convention 2021 Preview..................................................26–35 

Convention Schedule...................................................................................... 26–27 

Wednesday Morning: Golf & Non-Golf Events.............................................28–29 

Wednesday Afternoon: Registration/Check-in, VIP & Kickoff Events........30–31 

Thursday: Speaker Lineup.............................................................................. 32–33 

Convention Need to Know.................................................................................... 34 

Convention Registration Form............................................................................. 35 

IGIA Leadership Institute: Gearing up for 2021..................................................38–39 

Your 2021 Build with Bags Grant Winners..........................................................42–43 

Iowa Best Bagger Is Back!...................................................................................... 48–49 

IGIA Fall Golf Classic Returning to Legacy in 2021.................................................... 50 

IGIA Member Renewals............................................................................................... 52 

Welcome, New IGIA Members.................................................................................... 53 

Consumers Want More from Food Brands............................................................... 53 

Supplier Member Directory.................................................................................. 54–55 

About this Issue 

The IGIA “Get Connected” Convention is all about making connections with 

the individuals, companies and resources to drive your business. 

After a year impacted by COVID, IGIA staff members are eager to 

get “Together Again” and have been busy planning an exciting and 

worthwhile convention experience. This issue of the Iowa Grocer magazine 

provides a sneak peek at what’s to come during Get Connected 

Convention 2021. 

24 

3

IOWAGROCER 

2021 IGIA RIBBON SPONSORS 

Thank you for being a piece of the big picture! 

At the IGIA, we are proud of all our members, but we are especially grateful for an elite group of companies 

that have chosen to come together like the pieces of a puzzle to help paint the bigger industry picture through 

IGIA Ribbon Sponsorship. We applaud their leadership, foresight and vision in lending their time and resources 

for the good of the entire industry. The many unique perspectives and strengths of the companies represented 

here join together to ensure a picture of future industry success. 

We recognize the many companies you see here for their generous contributions on behalf of our industry. 

Their support is key to the Association’s efforts to provide relevant programming and resources to its 

membership. Ribbon Sponsor backing also allows the Association to execute effective advocacy efforts that 

help IGIA members to overcome legislative obstacles and attain prosperity. Please consider supporting them 

as they have supported the Association when selecting the businesses you partner with to supply products 

and services. 

As with any good jigsaw puzzle, there is great satisfaction when the final picture is complete. In the same way, 

being a part of the “big picture” of our industry through Ribbon Sponsorhip provides a sense of accomplishment 

as it promotes our future prosperity. 

SPECIAL THANKS TO THIS YEAR’S IGIA RIBBON SPONSORS! 

PLATINUM 

4 

Coca-Cola 

E & J Gallo Winery 

Fareway Stores 

Hy-Vee 

PepsiCo 

SHAZAM


BLUE 

AE Dairy 

Associated 

Wholesale Grocers 

Bernatello’s Pizza 

Cylinder Express 

DFA Dairy Brands/Kemps 

Federated Insurance 

H. Brooks & Company 

Hiland Dairy 

We invite all IGIA members 

to be a part of the big picture and 

enjoy the elite status afforded 

IGIA Ribbon Sponsors. 

Interested? Contact Cara Corkrean 

ccorkrean@iowagrocers.com 

515.270.2628 

RED 

Advantage Solutions 

Anheuser Busch 

Bimbo Bakeries USA 

Casey’s General Stores 

Certco 

Constellation Brands 

Frontier Co-op 

General Mills 

Iowa Lottery 

Kellogg Company 

Keurig Dr Pepper 

KraftHeinz 

Kum & Go 

Kwik Star 

MillerCoors 

Mueller Yurgae Associates 

Old Dutch Foods 

Sazerac 

Shullsburg Creamery 

Southern Glazer’s 

Wine & Spirits 

Versova Eggs 

Wells Enterprises 

White Claw Hard Seltzer 

WHITE 

Acosta Sales & Marketing 

American Pop Corn Company 

Arctic Glacier Ice 

Barilla 

Body Armor 

The Boston Beer Company 

Capital City Fruit 

Cookies Food Products 

Crossmark Sales & Marketing 

Crystal Farms 

Fairlife 

Hockenberg Newburgh 

Holmes Murphy & Associates 

Hormel Foods Corporation 

Hussmann Corporation 

Johnson Brothers of Iowa 

Odyssey/Buholzer Brothers 

Orion Land Mark 

Pabst Brewing Company 

Pan-O-Gold Baking Company 

Pilgrim’s 

Prairie Farms Dairy 

Premium Waters 

Reynolds American 

Rose Acre Farms 

RSM US 

Russ Davis Wholesale 

Shearer’s 

Sparboe Companies 

SpartanNash 

Tyson Foods 

UNFI 

Unilever 

Voss Distributing/Red Bull 

5

Chairman’s Message 

Dealing with Dynamic Variables 

I enjoy speaking with a variety of 

business leaders throughout Iowa 

to better understand the challenges 

and opportunities we have across the 

economy. As we know, a subset of 

our industry’s business will always be 

dynamic—with variables impacting 

it such as food and beverage trends, 

consumer sentiment, earning power 

changes, weather… and the list goes on. 

But now variables are popping up 

that have not been as prevalent in 

years past. Supply chain disruptions 

are all too common these days: I was 

recently meeting with a customer who 

owns a large boat dealership and he 

shared with me his top supply chain 

constraint impacting his inventory 

shortage is a special kind of foam 

needed for seat cushions. Whether it 

is a nail shortage impacting wooden 

pallet supply or weather patterns 

6 

in South America impacting the 

global resin supply (which is a key 

component to plastic bottles), we all 

continue to do amazing work to keep 

business moving forward. 

I was speaking with Nik Modi earlier this 

week (shameless plug: Nik is with RBC 

Capital Markets as a leading analyst 

covering U.S. Beverage, Household 

Personal Care and Tobacco; come 

hear Nik speak at our Get Connected 

Convention!) and he asked me what 

my thoughts were on the root causes 

of some industry supply chain 

challenges and my answer was easy. 

Yes, there are some anomalies that 

are hitting certain segments hard right 

now, but the underlying drag is not 

“The correction after 

a disruption often 

requires spike staffing 

to make up for the 

lost time… and that 

is where every corner 

of our economy is 

struggling right now.” 

having enough workers to help buoy 

the business when disruptions occur. 

The correction after a disruption often 

requires spike staffing to make up for 

the lost time… and that is where every 

corner of our economy is struggling 

right now. 

Regardless, we continue to show 

outstanding growth across our 

industry. This earnings season has 

showed us that publicly traded grocery 

store chains such as Albertsons are 

posting +12% sales growth with a 

credit to a continuation of higher 

food-at-home consumption trends… 

and all the while, we are seeing 

continued improvement on mobility 

trends and upticks in away-from-home 

consumption as vaccination rates rise. 

Not to put too fine a point on it, but 

our industry has been killing it. We 

have had a lot coming at all of us the 

last 12+ months, and I want to take 

a minute to again acknowledge the 

incredible effort and dedication we 

showed as an industry to feed Iowans. 

As I wrap up my time here as 

chairman of the Iowa Grocery Industry 

Association, I want to encourage all of 

us to build on the great work we have 

started together around highlighting 

and elevating our members. Labor is 

tight, but the opportunities in our everchanging 

industry are phenomenal. 

We need to continue to share the 

great stories we all write each day 

and continue to recruit new talented 

employees to our companies. 

A special thanks to the IGIA Executive 

Committee, the Board of Directors, 

and the IGIA staff for all their support 

and guidance along the way. 

I will see you all at the Convention 

in September! 

Sincerely, 

Rob Feeney, IGIA Chairman 

President & COO 

Atlantic Coca-Cola Bottling Company


IGIA Board of Directors 

Officers 

Chairman 

Rob Feeney 

Atlantic Coca-Cola 

Bottling Co. 

First Vice Chair 

Charley Campbell 

Kum & Go, L.C. 

Second Vice Chair 

Tom Laven 

Fareway Stores, Inc. 

Treasurer 

Darren Baty 

Hy-Vee, Inc. 

Past Chairman 

Steve Grolmus 

North Scott Foods 

Directors 

Joel Allen 

Hy-Vee, Inc. 

Randy Bender 

Bender’s Foods 

Andrea Chase 


Denny Dietrich 

Gary’s Foods 

Jill Eildert 

Hometown Foods 

Bev Jessen 


Brian Kessler 

Associated 

Wholesale Grocers 

Dan Kramer 

SHAZAM 

Gary Munson 

Kellogg Co. 

Lisa Nelson 

Walmart, Inc. 

Tracy Prouty 

SpartanNash 

Dave Ring 

Kwik Star 

Dana Sump 

Casey’s General 

Stores 

Amy Thompson 

Pepsi Beverages Co. 

Jeremy Thompson 

Sazerac 

Zac Voss 

Voss Distributing/ 

Red Bull 

Chris Yurgae 

Mueller Yurgae 

Associates 

7

IOWAGROCER 

Changing Your Point of View 

Recently while racing across the 

state between kids’ activities, it occured 

to me as I looked out the passenger 

window how quickly the landscape 

whizzes by from that view. So much 

was passing so quickly, I felt like I was 

missing as much as I was taking in. But 

when I shifted my gaze ahead and looked 

down the road in front of me, everything 

seemed a long way off from this new 

perspective. The long view made it much 

easier to take it all in. 

It struck me that working in the fast-paced 

day-to-day of our industry can feel a lot 

like looking out the side window. There 

is the inescapable feeling you might be 

overlooking something important. 

At the Association, we make every effort 

to take the long view, to look down the 

road and anticipate the changes in the 

path ahead so that we might serve you 

better. 

In this issue of the magazine, you will 

find several features dedicated to looking 

ahead. On page 10, you can read about 

some recent online sales trends and 

what they might mean for your business. 

On page 53, we explore what a recent 

survey reveals about what consumers 

expect from food brands. 

Looking ahead at events 

In this same vein, IGIA has taken a 

proactive approach to events in 2021, 

adjusting their timing to ensure the 

best path forward for holding in-person 

events. As a result, IGIA has shifted its 

2021 Events Calendar, moving most 

events to the latter half of the year. 

One of the most exciting and noteworthy 

changes, the IGIA Get Connected 

Convention has been moved from 

summer to fall. Convention 2021 is 

scheduled for September 1–2, at the Iowa 

Events Center in downtown Des Moines. 

All of us at the IGIA are excited for a return 

to in-person events and eager to see 

every one of you in 2021. While virtual 

events kept us connected throughout the 

pandemic, we look forward to providing 

face-to-face networking benefits to our 

members once again. You will find exciting 

details about the 2021 IGIA Get Connected 

Convention in a special convention 

preview, found on pages 26 to 35. 

Hosting Hall of Fame Dinner in 

Conjunction with Convention 

Another big change, the annual Hall of 

Fame Dinner will be held in conjunction 

with Convention at the Iowa Events 

Center on September 2. Holding the 

Hall of Fame Dinner on the heels of 

convention will minimize travel and 

provide ease of scheduling for attendees 

during a year of shifting landscapes and 

ever-changing priorities. As in previous 

years, the Hall of Fame event will require 

a separate registration from convention. 

Watch for more details to come in the 

Hall of Fame Issue arriving in August. 

The health and safety of members, staff 

and others will be top of mind as we 

proceed with in-person events like Get 

Connected Convention 2021 and the 

IGIA Hall of Fame Dinner. All of IGIA’s 

upcoming events will follow CDC COVID 

protocols that are in place at the time. 

We are confident that the new schedule 

of events will allow us to offer the safe, 

high-quality networking, education and 

entertainment opportunities that we 

always strive to provide our members. 

Within this issue, you will also find 

information about the IGIA Fall Golf 

Tournament and the 2021 IGIA Leadership 

Institute as well as a preview of the everpopular 

Iowa Best Bagger Competition. 

As you peruse these pages and consider 

the path ahead with us, please add IGIA 

event dates to your calendar to ensure 

these worthwhile industry events aren’t 

overlooked amidst the fast-paced dayto-day 

of our industry. 

Looking forward to talking with all 

of you face-to-face in 2021! 

Best wishes for your health and safety, 

Michelle Hurd 

IGIA President 

8


Meet the Team! 

Michelle Hurd 

President 

Cara Corkrean 

Assistant Vice President of 

Membership and Operations 

Ann Seuferer 

Communication Specialist 

Annie Schlink 

Events and Education 

Coordinator 

Audrey Comer 

Membership and Marketing 

Coordinator 

9

IOWAGROCER 

Brick Meets Click Consumer Survey 

Online Grocery Sales Up 43% 

New research shows how a year of accelerated growth has disrupted the online grocery aisle. 

Pickup segment of the 

market on the rise 

In fact, the ship-to-home segment of the 

online grocery market lost 27% of its 

monthly users on a year-over-year basis, 

while the pickup segment gained 12% and 

delivery gained 23%, illustrating one way 

the pandemic has changed the way people 

engage in online grocery shopping. 

Regarding order share, the ship-to-home 

segment captured the largest share of 

orders before the pandemic and even 

during March 2020. However, over the 

past year it has ceded nearly 19 percentage 

points of order share to the delivery and 

pickup segments. Today pickup is the 

dominant way online orders are received 

in the United States. 

The U.S. online grocer market 

finished March with $9.3 billion in sales, a 

return to January’s record spending levels, 

as over 69 million households placed an 

average of 2.8 online orders during the 

month, according to Brick Meets Click/ 

Mercatus Grocery Shopping Survey fielded 

March 26-28, 2021. The 43% jump in sales, 

versus a year ago when sales were $6.5 

billion, quantifies the disruptive impact 

of a pandemic that continues to alter the 

way people get their groceries. 

“A year since COVID-19 changed how 

we live, work and shop, online grocery 

demonstrates continued strength and 

impressive staying power,” said David 

Bishop, partner, Brick Meets Click. “The 

monthly active user base remains robust, 

average order values are at similarly 

elevated levels and order frequency has 

gone up.” 

Ship-to-home segment of the 

online grocery market declines 

The ongoing independent research initiative 

created and conducted by Brick Meets 

Click and sponsored by Mercatus found 

that 69.3 million households placed one 

or more online orders during March 2021, 

compared to 74.5 million during the same 

period a year ago when stay-at-home orders 

and retail restrictions first went into effect. 

While this represents a 7% decline in the 

monthly active user base, the decrease 

was entirely driven by fewer households 

making online grocery purchases that 

are shipped to the home via common or 

contract carriers. 

Monthly active users placed an average of 

2.8 online orders during March of this year 

compared to 2.5 orders a year ago. The 

12% gain in order frequency is mainly 

attributed to the fact that households were 

still largely shopping in physical stores until 

states announced stay-at-home orders, 

with California being the first to do so on 

March 19, 2020. 

At $84, the average value for delivery 

and pickup orders remained essentially 

unchanged compared to a year ago, while 

ship-to-home declined 6% to $49 during 

the same period. Of note, average order 

values across all the segments had already 

risen by 16% to 18% in March 2020 versus 

pre-COVID levels as households began 

buying more groceries online. 

10


A year ago, online grocery shoppers faced 

a range of challenges, including out-ofstocks 

and insufficient order slot capacity, 

which degraded the overall experience and 

led to repeat intent rates plummeting to 

under 43%. Today, retailers have largely 

addressed these issues and the effect 

is evident. For March 2021, the leading 

satisfaction indicator, “likelihood to use 

a specific service again,” came in at 62%. 

Curbside pickup attracts largest 

share of monthly shoppers 

“Over the last 12 months, consumers’ 

dramatic shift to online grocery shopping 

has solidified, with curbside pickup 

attracting the largest share of monthly 

shoppers at 53% compared to ship-tohome 

and delivery,” said Sylvain Perrier, 

president and CEO, Mercatus. “In fact, 

pickup continues to have stronger 

consumer demand across all market types 

compared to delivery. 

Those brick-and-mortar chains that have 

invested in optimizing pickup services 

likely will continue to benefit from the high 

repeat intent rate as indicated in the data.” 

About the consumer research 

The Brick Meets Click/Mercatus Grocery 

Shopping Survey is an ongoing independent 

research initiative created and conducted 

by Brick Meets Click and sponsored by 

Mercatus. Brick Meets Click conducted 

the survey on Mar. 26-28, 2021 with 1,811 

adults, 18 years and older, who participated 

in the household’s grocery shopping. 

Results were adjusted based on internet 

usage among U.S. adults to account for the 

non-response bias associated with online 

surveys. Responses are geographically 

representative of the United States and 

weighted by age to reflect the national 

population of adults, 18 years and older, 

according to the U.S. Census Bureau. Brick 

Meets Click used a similar methodology 

for each of the surveys conducted Feb. 

26-28, 2021 (n= 1,812), Jan. 28-31, 2021 

(n=1,776) and throughout 2020: Nov. 11-14 

(n=2,067), Aug. 24-26 (n=1,817), June 24-25 

(n=1,781), May 20-22 (n=1,724), April 22-24 

(n= 1,651), and March 23-25 (n=1,601). 

About Brick Meets Click 

Brick Meets Click is an analytics and strategic 

insight firm that connects today’s 

grocery business with tomorrow’s needs. Our 

clear thinking and practical solutions help 

clients make their strategies and customer 

offers more compelling and relevant in the 

changing U.S. grocery market. We bring 

deep industry expertise, knowledge of what’s 

coming next, and fact-based analysis to the 

challenge of finding new routes to success. 

About Mercatus 

Mercatus is the authoritative voice for 

food retailers who want to strengthen 

their relationship with shoppers in a digital 

space. We help leading grocers get back 

in charge of their eCommerce experience, 

empowering them to deliver exceptional 

branded omnichannel shopping experiences. 

Together, we empower clients to create 

authentic digital shopping experiences with 

solutions to drive shopper engagement, grow 

share of wallet and profitability, and quickly 

adapt to changes in consumer behavior. The 

Mercatus Integrated Commerce® platform 

is used by leading North American retailers, 

including Weis Markets, Save Mart brands, 

Brookshire’s Grocery Company brands, WinCo 

Foods, Smart & Final and others. IG 

11

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IOWAGROCER 

Change is 

in the air 

Democratic trifecta at work 

provided by National Grocers Association 

This year ushered in a new Congress and administration, including 

changes in which political party holds the majority. Democrats now 

hold a trifecta in Washington, with a slim majority in the U.S. House, 

a 50-50 split in the Senate with the tie vote going to Vice President 

Kamala Harris, and President Joe Biden at the helm in the White House. 

Despite the continued challenges brought on by the COVID-19 

pandemic and partisan politics, NGA remains focused on advocating 

on behalf of independent grocers throughout the country, ensuring 

their priorities are heard on both sides of the political aisle. 

President Biden began his first days in office with the signing of 

several Executive Orders addressing the pandemic, including 

expanding vaccine rollout and implementing mask mandates 

on federal properties. Attention quickly turned to an aid package 

in which much of the debate centered on the scope of the bill, 

namely the spending levels and funding amounts of unemployment 

benefits. Leaning on the budget reconciliation process, Democrats 

passed a $1.9 trillion relief package, signed into law in March. The 

package extended a $300 per week unemployment benefit through 

Sept. 6, expanded the child tax credit for one year and increased 

the maximum Supplemental Nutrition Assistance Program (SNAP) 

benefit by 15 percent through September. Not included in the 

16


The Federal Legislative Landscape 

A shift in power 

NGA remains focused on advocating on behalf of independent grocers throughout the country, 

ensuring their priorities are heard on both sides of the political aisle. 

final bill was a $15 minimum wage 

hike. Over 100 NGA members sent 

letters to their members of Congress 

urging them to vote against the onesize-fits-all 

minimum wage proposal. 

Standing against 

$15 minimum wage 

As President Biden and Democrats 

pursue their agenda, efforts to raise 

the federal minimum wage to $15 

an hour will continue. NGA opposes 

increasing the federal minimum wage 

to $15 because it would harm small 

businesses and reduce food access 

in disadvantaged communities. The 

federal minimum wage was always 

intended to be a floor, not a ceiling, 

and many states and cities have taken 

actions to raise their minimums to 

levels that best align with the local 

economy and cost-of-living conditions. 

NGA will work with Congress to identify 

a more realistic federal wage policy that 

allows independent supermarkets to 

continue to invest in their companies, 

employees and communities. 

Making SNAP Easier 

Since the onset of the pandemic, NGA 

has impressed upon Congress and the 

administration the critical need for 

technical assistance for independent 

community grocers that desire to 

participate in SNAP online purchasing. 

The program is technically challenging 

to set up, particularly for small and 

mid-size grocers. The Consolidated 

Appropriations Act signed into law in 

December 2019 provided $5 million 

for SNAP online purchasing, and the 

American Rescue Plan signed into law 

this March provided $25 million to 

promote technological improvements 

for SNAP online purchasing, 

modernizing the Electronic Benefits 

Transfer (EBT) system and supporting 

SNAP mobile payment technologies. 

NGA will continue to provide 

technical assistance so more 

independent community grocers 

can offer SNAP online purchasing. 

Tax increases loom ahead 

In April, President Biden unveiled the 

next step in his “Build Back Better” 

agenda, calling on Congress to pass an 

infrastructure package. The “American 

Jobs Plan,” as the White House coined 

it, lays out more than $2 trillion in 

federal spending on infrastructure 

and other domestic investments. The 

administration sees this as a one-two 

punch to provide resources to revitalize 

the nation’s roads, bridges and other 

infrastructure and to create jobs, 

helping the country rebound from 

the economic downturn of COVID-19. 

Included in the Biden plan is a list of 

tax increases proposed to pay for at 

least some of the more than $2 trillion 

in spending. While the American Jobs 

Plan focuses its hikes on the corporate 

side of the ledger, raising the 

corporate rate from 21 to 28 

percent, attempting to close 

international tax loopholes, 

the White House has made 

clear that this proposal will 

be complemented by a “part 

two” plan expected to be introduced 

later this spring. With expectations 

that this second proposal will include 

a variety of hikes on individuals 

and pass-through corporations, 

as well as hefty increases to the 

estate tax and lowering thresholds, 

Main Street businesses could 

inevitably be hit with a larger tax bill. 

For many businesses, including 

grocers, the prospect of tax increases 

forces them to withhold capital that 

could otherwise be reinvested into 

their companies, preventing them 

from hiring, renovating or expanding 

their stores, or upgrading equipment. 

Similar to the partisan tack taken 

to pass the American Rescue Plan, 

many Democrats are calling for a 

jobs and infrastructure package to 

also use the budget reconciliation 

process, making chances for 

negotiated compromise unlikely. 

With the help of our members, NGA will 

continue working with Congress and the 

White House to gain support for relief 

and assistance that makes it easier for 

independent grocers to serve their 

communities. As an industry employing 

over a million workers on the front 

lines of the pandemic, it’s important 

for Congress to hear from you. IG 

For more information on these issues 

and how you can make your 

voice heard in Washington, D.C. 

visit www.grocerstakeaction.org. 

17

# Best 

Tasting 

Hard Seltzer 

As Voted by The Tasting Panel Magazine 

Source: The Tasting Panel, January 2021. Rated via blind tasting by industry professionals against 

eight other brands within the category. Flavors tasted where available. 

©2021 High Noon Spirits Company, Modesto, CA. All rights reserved. Average Analysis per 12 fl. oz. ALL FLAVORS: 100 Calories, 

0 Protein, 0 FAT. Carbohydrates: Grapefruit 2.6g, Black Cherry 2.6g, Pineapple 2.9g, Watermelon 2.6g, Lime 2.3g, Peach 2.3g

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3/3/16 11:25 AM

IOWAGROCER 

Your Hometown Grocer: Story City Kwik Star 

A Sign of Good Things 

Ten miles north of Ames along Interstate 35, a new pole sign stands tall 

at the exit for Story City, Iowa, beckoning weary travelers to stop. 

new waffle-chicken sandwich to 

a fresh donut, a fruit or veggie 

tray and everything in between. 

Long-haul truckers are drawn in 

by what lay beyond the sign— 

the spacious parking lot, diesel 

pumps, a truckers’ lounge and 

travel center with showers and 

laundry facilities. They will also 

find a CAT scale, designed to weigh 

semis before fueling to help keep 

them within weight regulations. 

A new pole sign stands tall at 

the exit for Story City, beckoning 

weary travelers to stop, fill 

their gas tanks, get a bite to eat 

and stretch their legs before 

resuming the journey ahead. 

The sign calls out to workers from 

several nearby manufacturing 

plants with the promise of a hot 

meal or a quick snack for breakfast, 

lunch or supper. The choices 

range from fried chicken or the 

More than a convenience store 

For residents of Story City and 

nearby communities, the sign 

marks a spot where they can find 

a good selection of fresh produce 

and meat as well as a variety of 

ready-to-eat Take Home Meals for 

families looking for an answer to 

the question, “What’s for dinner?” 

“Kwik Facts” 

❖ 

❖ 

❖ 

❖ 

❖ 

❖ 

Kwik Trip serves over 350 communities in 

Wisconsin, Minnesota, Iowa and Illinois. 

Kwik Trip is a vertically integrated company operating its own bakery, 

dairy, blow mold, kitchens, food protection laboratory, distribution center, 

ice plant, liquid propane plant, transportation company and 

health clinics. 

Kwik Trip makes and ships 80 percent of their own branded 

products, delivering fresh products to stores daily. 

Kwik Trip employs 30,000+ coworkers. 

Kwik Trip offers no-fee ATMs, complimentary air compressors, car wash 

and top tier fuels—E-10, E-15 and E-85—supporting Iowa corn growers. 

Kwik Trip also provides a customer rewards program 

offering free items, discounts and coupons. 

20


The sign reads, “Kwik Star,” and 

marks the location of the town’s 

newest convenience store. 

Built from the ground up on the 

east side of I-35, the store opened 

in September of 2020 and has 

quickly become a local destination. 

Providing options 

“We get comments from the 

community. People appreciate the 

convenience our store offers. They 

can pick up the staples they need 

to make a meal or select a ready-toeat 

Take Home Meal, and our prices 

are as good as what they can find 

anywhere,” says Kathy Lowe, store 

manager of the Story City Kwik Star. 

QuikTrip—a Tulsa, Oklahomabased 

chain that made its way into 

Iowa first, several years before. 

Contributing to the 

local economy 

Construction crews, electricians, 

plumbers, brick layers, landscapers, 

roofers and others began 

construction of the Story City store 

in April, 2020. The new largeformat 

Kwik Star is a convenience 

store and travel center in one 

and occupies a massive 309,504 

square feet including its parking 

lot. The store itself measures 

8,847 square feet, and the car 

wash covers 1,949 square feet. 

Standing out in a 

competitive landscape 

Some might say it was a bold 

move coming to Iowa. The 

state is home base for some 

of the most recognizable 

convenience chains in the nation 

so the competition is fierce. 

(Continued on page 20.) 

Kwik Star’s Food Service District 

Leader, James Ohrt, says that Kwik 

Star’s food keeps customers coming 

back. “Kwik Stars are known for 

their outstanding food selections,” 

he says. “We have become a food 

destination and grocery shopping 

option for our local community 

because we provide high-quality 

products at competitive prices.” 

Keeping prices low 

Ohrt goes on to explain, “Kwik Trip 

is a vertically integrated company. 

It operates its own bakery, dairy, 

distribution center, ice plant, liquid 

propane plant and transportation 

company, all of which help to 

keep costs low. And, our stores 

get trucks daily, which means 

our products are always fresh.” 

While Kwik Star employs its own 

contractors, each new build also 

provides opportunities for a 

number of local contractors. The 

growing company’s future plans 

include opening more than 50 

stores this year alone, with 

14 new stores in Iowa. 

Comfortable seating 

offers Story City residents a place 

to meet up with friends. 

Kwik Star is not only new to Story 

City but is a relative newcomer 

to the state. Known as Kwik Trip 

outside of Iowa, the La Crosse, 

Wisconsin-based company opened 

its first Iowa store in 1993 under 

the name Kwik Star. The name 

was changed to avoid confusion 

and legal ramifications with 

21

IOWAGROCER 

Your Hometown Grocer: Story City Kwik Star 

“A Sign of Good Things” (Continued from page 19.) 

Kwik trip is working to be known as the store that helps support the 

Story City community and the people employed there. 

1 

“What separates us from our 

competitors is our people,” 

says Mitch Schneider, Kwik Trip 

district leader. “Our hiring and 

training practices make all the 

difference. Any company can 

produce and sell products similar 

to ours, but our culture and 

passion for guest service help 

us stand out. This is more than 

a paycheck to our coworkers, it 

is a career and a second home. 

They enjoy coming to work and 

truly care about our guests.” 

Lowe agrees, adding, “We focus 

on getting the right people in 

place to begin with. And, we 

are continually monitoring and 

supporting our employees’ 

growth and development.” 

Building upon a strong 

foundation 

Founded in 1965, family-owned 

Kwik Trip has evolved with an 

emphasis on guest service, and 

the company’s mission reflects 

its commitment to its customers. 

The mission reads, “To serve 

our customers and community 

more effectively than anyone 

else by treating our customers, 

coworkers and suppliers as 

we, personally, would like 

to be treated and to make a 

difference in someone’s life.” 

Lowe explains how this mission 

translates to her job as store 

manager, “We treat our customers 

as if they are guests coming over 

to our house for a visit. When you 

entertain friends in your home, 

you make sure your house is 

clean, you offer them good food 

and snacks, you thank them for 

coming and you invite them to 

come back,” she explains. “That’s 

how we treat our customers.” 

As a result, keeping the store in 

tiptop shape around the clock is 

also a priority, according to Lowe, 

and store procedures provide for 

continuous cleaning and stocking. 

Making a difference 

Beyond the in-store experience, 

Kwik Star’s commitment to “making 

a difference” as stated in its 

mission has led the Story City store 

to quickly become a symbol for 

community assistance. Through 

the company’s “Neighbors Helping 

Neighbors” fund, the store has 

donated $1,000 to the Story City 

police department, $1,000 to the 

American Legion and $500 to the 

Roland-Story FFA as well as granted 

a multitude of other community 

requests from area schools and 

local clubs since opening. 

“We want to be known as a 

store that helps support the 

community and the people 

who work here,” says Lowe. 

Based on what Story City’s 

mayor, Mike Jensen, has to say, 

Kwik Star has succeeded. 

Jensen recalled that he was 

disappointed when the town 

lost a bid for a new Love’s Travel 

Stop to be built on the land 

Kwik Star currently occupies, 

but now he feels differently. 

22


PHOTOS 

1. An employee of a nearby manufacturing facility, ISPT LLC, 

grabs a breakfast snack and coffee. 

2. Left to right: At your service when you stop by the Story 

City Kwik Star, Taryn Anderson; Food Service District Leader 

James Ohrt; Kathy Lowe, store manager; and Rae Bizjak. 

3. Certified CAT scales allow truckers to weigh their rigs before 

filling up, which helps them stay within weight regulations. 

4. The new large-format Kwik Star, a convenience store and 

travel center combo, covers 309,504 square feet. 

5. Kwik Star regulars Matt Richardson and Robert Allen live 

in the area and work for Hedrick Construction based in 

Huxley, Iowa. Kwik Star is a part of their daily routine. It’s 

their morning coffee and lunchtime stop. Allen says they 

stop every chance they get. “We like the coffee and the 

food.” Richardson adds, “The prices are good. I like the 

deals and the wide variety too.” 

“Kwik Star contributes to our 

local food bank, has made 

cash donations to our local fire 

and police departments and 

has worked on some school 

fundraising projects. They also 

keep the area looking clean 

and inviting, which is important 

because it is located at the main 

entrance to our community. 

“Our residents appreciate the 

food choices like the take-home 

meals made up fresh every day. 

Some people purchase several to 

take home and freeze, and then 

serve whenever they do not want 

to go out. Kwik Star has become 

a hub that is busy with several 

coffee groups every morning. 

And, the outdoor seating area is 

nice when the weather permits. 

3 

2 

“In the long run, I think this new 

Kwik Star is a great fit for Story 

City. It offers more choices, 

helps to keep gas prices low in 

our town and is working to be a 

partner in our community.” IG 

4 5 

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IOWAGROCER 

IGIA Get Connected Convention 

Together Again 

September 1–2, 2021 

Iowa Events Center | 730 3rd St, Des Moines, IA 50309 

Join the Iowa Grocery Industry Association at the 2021 Get 

Connected Convention. After a year apart living in a virtual world, 

it will be great to see one another in person as we gather “together 

again” in Des Moines, Iowa. 

26


Wednesday, September 1, 2021 

10 a.m.–3 p.m. IGIA Golf Tournament, Beaver Creek Golf Course, Grimes, Iowa 

10:15 a.m.–3:30 pm Tour, Taste & Explore Non-Golf Event 

4 p.m. Hotel Check-In 

4:30 p.m. Registration, Principal Park 

5–6 p.m. VIP Ribbon Sponsor Event, Principal Park Cub Club 

6–9 p.m. Convention Kick-Off Event, Principal Park 

6–7 p.m. Welcome Attendees/New Members | Recognize 

Committee Members/Special Guests | Dinner at Principal Park 

7–9 p.m. Musical Entertainment by Final Mix Show Band 

sponsored by Mueller Yurgae Associates 

9:15 p.m. Fireworks Extravaganza sponsored by E & J Gallo Winery 

Thursday, September 2, 2021 

7:30–8 a.m. Registration 

8 a.m. Silent Auction Opens 

8–9 a.m. “2021 and Beyond,” presented by Carlos Herrera, Chief Economist, 

Coca-Cola North America 

9–10 a.m. Supply Chain Panel Discussion: “Emerging a Crisis Stronger Than Before” 

10–10:15 a.m. Refreshment Break 

10:15–10:45 a.m. Successful Iowa Business: Mueller Yurgae Associates 

10:45–11:30 a.m. Legislative Update 

11:30 a.m.–12:30 p.m. Lunch 

12:30–12:45 p.m. IGIA Annual Meeting: IGIA Highlights, Financial Report, Board and Officer Elections 

IGIA Board Member Recognition 

IGIA Chairman Recognition and Gift Presentation 

IGIA Outgoing Chairman’s Remarks 

IGIA Incoming Chairman’s Remarks 

12:45–1:45 p.m. “The Future is Here...Are You Ready?” presented by Nik Modi, Managing Director, 

RBC Capital Markets, Industry Trends 

1:45–2 p.m. Refreshment Break 

2–3 p.m. Closing Keynote Speaker: “The Bucket List Life,” presented by Kenyon Salo 

3 p.m. Convention Ends 

Hall of Fame Dinner, September 2, 2021 

4:30 p.m. Hall of Fame Registration Available from 4:30–6 p.m. 

5 p.m. Cocktail Reception Begins 

6–6:15 p.m. Guests take Seats 

6:30 p.m. Dinner is Served 

7–8 p.m. Hall of Fame program 

27

IOWAGROCER 

IGIA Golf Tournament 

Wednesday, September 1 | 10 a.m.–3 p.m. 

Beaver Creek Golf Course, Grimes, Iowa 

This year the IGIA Get Connected 

Convention begins with a great golf 

experience. Get ready for one-ofa-kind 

networking opportunities, 

special prizes and a great day of 

golf as participants head to Beaver 

Creek Golf Course, located in 

Grimes, Iowa, for 18 of the 27 holes 

found at this course. 

Beaver Creek features bent grass 

fairways and a unique design. 

Nestled among beautiful mature 

trees, the course also provides 

picturesque views of a great 

landscape and is known for its 

water hallmarks and distinctive 

island green. 

Wednesday, September 1 | 4–6 p.m. 

Hotel Check-In: Hilton Des Moines Downtown | Registration: Principal Park 

435 Park Street 

Des Moines, IA 50309 

28 

IGIA Staff will be handing out 

name badges and “Perks Packages” 

so be sure to stop by the registration 

area at Principal Park after you get 

checked into your hotel. 

The registration area is your onestop 

shop to get signed into the 

Get Connected Convention and 

for information about all things 

Convention-related. We are happy 

to answer any of your event 

questions and get you signed up for 

the scholarship auction and the IGIA 

Hall of Fame Dinner too. 

Hotel Information 

Make your hotel reservations 

by Sunday, Aug.1. 

Call and reserve under the Iowa 

Grocery Industry Association to 

receive the special 

IGIA Rate of $139. 

Rooms are available Aug. 31– 

Sept. 2. | Check out: Sept. 3.


Tour, Taste & Explore Non-Golf Event 

Wednesday, September 1 | 10:15 a.m.–3:30 p.m. 

Tour, Taste & Explore | Terrace Hill, The Foundry, Valley Junction 

10:15 a.m. Shuttle Departs from Iowa Events Center 

10:30–11:30 a.m. Tour Terrace Hill—An architectural marvel, Terrace Hill was built by 

Des Moines millionaire Benjamin Franklin Allen, who hired renowned 

Chicago-based architect William W. Boyington to make his dream house 

a reality. After its completion in 1869, Allen lost his fortune and sold his 

home to Frederick Marion Hubbell. Hubbell heirs donated Terrace Hill 

to the state of Iowa in 1971, and it has been the official residence of 

Iowa’s governor since 1976. 

11:45 a.m.–1 p.m. Lunch from Gateway Market at the Foundry—IGIA member 

Gateway Market will provide a pasta buffet including South Union 

Bakery garlic focaccia bread, salad and dessert served at the Foundry 

in Valley Junction. IGIA member and distiller of vodkas and whiskeys, 

the Foundry reclaimed an 1890’s railcar barn and iron foundry in 

West Des Moines in which to house its distillery and host brewer 

partners. The unique backdrop with its fascinating history is an ideal 

place for IGIA members to connect! 

1–2 p.m. The Foundry Tour & Tasting—Join us on a 

guided tour of this one-of-kind Iowa distillery. 

You’ll learn all about the production process 

and visit The Hall, The Kitchen, The Alchemy 

Lounge, The Tasting Room, The Club House 

and more. 

2–3:15 p.m. Explore Valley Junction—Founded in the 

1890s, the Valley Junction historic railroad 

district is home to more than 160 specialty 

stores, art galleries, fashion boutiques, 

restaurants, antique shops and vibrant events 

with a walk-able hometown feel. 

3:15 p.m. Shuttle Bus Departs | Returns to Iowa Events Center at 3:30 p.m. 

29

IOWAGROCER 

Ribbon Sponsor VIP Event 


Principal Park Cub Club | By Invitation Only 

IGIA Ribbon Sponsors 

continually go above and 

beyond in supporting the Iowa 

Grocery Industry Association and 

its many members. Their financial 

investment each year helps the IGIA 

to consistently offer high-quality 

programs and services, and keeps 

the cost of membership affordable 

for all. The VIP Ribbon Sponsor 

Reception before the Convention 

Kickoff Event is just one way we like 

to say thank you. Watch for your 

invitation to come. 

Convention Kickoff Event 


Special Welcome Dinner | Principal Park 

1 Line Drive 

Des Moines, IA 50309 

Let’s kick this convention off in 

style! After a day of golf or touring, 

tasting and exploring, convention 

participants will come face to face 

as they head to Principal Park for 

an evening of networking and 

camaraderie. 

We will start the evening off by 

welcoming all convention attendees 

and new IGIA members as well as 

first-time attendees. 

We will also recognize our 

committee members and special 

guests, and enjoy a meal together. 

Afterward, get ready for some 

exciting entertainment by Final Mix 

Show Band. 

The evening will culminate with a 

Fantastic Fireworks Extravaganza 

brought to you by E & J Gallo Winery. 

30


Convention Kickoff Event 


Musical Entertainment | Final Mix Show Band sponsored by Mueller Yurgae Associates 

FINAL MIX serves up the latest 

in R&B, Jazz Fusion, Blues, Hip Hop, 

Rock & Roll and original material. 

The leader and songwriter of the 

group is DEL “SAXMAN” JONES. For 

Del, blowing smooth sounds from 

his saxophone is as natural as his 

heartbeat. After many years of 

playing his soprano, alto and tenor 

saxophones, this internationally 

acclaimed musician and front 

man of FINAL MIX is taking the 

band’s sounds and high-energy 

performance around the world. 

Final Mix includes former members 

of the James Brown Band and Morris 

Day and the TIME. 

From Oldies to Rock, Pop, R & B, Rap 

and Hip Hop, they do it all! 

Wednesday, September 1 | 9:15 p.m. 

Fireworks | Principal Park 

Fireworks Extravaganza 

We plan to end Wednesday evening will a bang! After rockin’ out with Final Mix 

Show Band, stick around to watch a spectacular fireworks display provided 

by E & J Gallo Winery. 

31

IOWAGROCER 

Speaker Lineup 

Thursday, September 2 | 8–9 a.m. 

“2021 and Beyond,” | Carlos Herrera, Chief Economist, Coca-Cola North America 

Carlos Herrera, chief economist 

for Coca-Cola North America 

Foodservice and On-Premise 

division will be exploring the path 

forward for consumers’ changing 

food spending behaviors, what’s 

driving them and his predictions 

for the future during his 

presentation “2021 and Beyond.” 

The thrust of Herrera’s work is to 

increase the visibility of ‘what’s 

to come’ through a deeper 

understanding of the foodservice 

industry from an economic 

perspective. His forecasts are a key 

component of developing strategy 

and operational plans. 

Herrera regularly shares his 

insights regarding the impact 

of the economy on consumers 

and the restaurant industry with 

the executive leadership, boards 

of directors and franchisees of 

foodservice companies around 

the world. 

He has spent the last 27 years at 

Coca-Cola North America serving 

in various capacities in Operations, 

Finance, Marketing and Strategic 

Planning. Prior to that, Carlos 

worked for eight years at Federal 

Express and holds a Master’s 

Degree in Industrial and Systems 

Engineering from Georgia Tech. 

He also is a member of the National 

Business Economists Issues 

Council and the Harvard Industry 

Economists Discussion Group. 

Thursday, September 2 | 12:45–1:45 p.m. 

“The Future is Here...Are You Ready?” | Nik Modi, Managing Director, RBC Capital Markets 

Author William Gibson once 

said, “The future is already here. 

It’s just not evenly distributed yet.” 

During his session, RBC Analyst 

Nik Modi will discuss his thoughts 

on how the world could look in 

2025 and which capabilities and 

competencies companies should 

build to be prepared. 

Managing director at RBC 

Capital Markets, Modi covers the 

Beverage, Household Personal 

Care, Packaged Food and Tobacco 

industries. The companies under 

his coverage total more than $1 

trillion in combined market value. 

Modi has consistently been ranked 

as one of the top analysts across 

the consumer space by Institutional 

Investor’s All Star Analyst Survey. 

He also has been top-rated across 

various analyst polls, including the 

Wall Street Journal, Fortune 

and Forbes. 

32


Speaker Lineup 

Thursday, September 2 | 10:15–10:45 a.m. 

Successful Iowa Business | Jeff Yurgae, President, Mueller Yurgae Associates 

Mueller Yurgae Associates was 

founded in 1975 by Fred Mueller 

and Phil Yurgae. Both were working 

for E.J. Brach Company—Mueller 

was a divisional sales manager and 

Yurgae was a salesperson—at the 

time they decided to start their own 

food brokerage company. 

When Mueller Yurgae officially 

opened, it had just five employees, 

including company partner 

Tom Devereux in Omaha. They 

represented a few manufacturers 

at the time—Amurol Candy 

(now owned by Wrigley), 

CeDe Candy (still a MYA 

principal), Switzer Licorice, 

Bachman Pretzel and 

Hinckley & Schmitt Water. 

The first office was an 

800-square-foot, secondfloor 

suite located at 8527 

University in Clive, Iowa. 

Thursday, September 2 | 2–3 p.m. 

“The Bucket List Life,” | Kenyon Salo 

Fast forward 46 years and things 

have changed dramatically. MYA 

now employs 230 associates, has 

five office locations and represents 

a lot more than five clients. Learn 

more about the company’s 46-year 

success story during this engaging 

presentation. 

Kenyon Salo, known as the “James 

Bond of Speaking,” shows you how 

his three simple concepts of living 

“The Bucket List Life” will guide 

you to fulfillment on your life-long 

journey. During this highly energetic 

and engaging presentation, you will 

learn how to create phenomenal 

experiences, share powerful stories, 

and help others along the way. 

Salo is one of the top keynote 

speakers and trainers in the fields 

of inspiration, leadership and 

adventure. One of only five members 

on the Denver Broncos Thunderstorm 

Skydive Team, he is seen each week 

during game season flying into the 

Denver Broncos Stadium at 60+ mph, 

ending with a soft tip-toe landing 

on the 10-yard line. He brings to the 

stage over 20+ years of successful 

audience engagement through 

humor, awe-inspiring moments, 

prolific storytelling and ‘edge-of-the 

seat’ content. 

With over 6,000 sky dives under his 

belt and travels that have taken him 

around the world, he’s determined 

to live life to the fullest and help 

others do the same. Through his 

passions for adventure, storytelling, 

and connecting with people, he 

found a simple process to guide 

others on a path to what most of 

us crave—living a more fulfilled life. 

His goal through his engagements is 

to deliver a powerful and hearttouching 

message on the possibility 

of how amazing life can be through 

providing actionable steps that will 

help any audience, both personally 

and professionally, embark on a 

path to achieve anything they desire. 

33

IOWAGROCER 

IGIA Registration Table 

What You Need to Know 

When you are done golfing or 

touring, tasting and exploring on 

Wednesday, IGIA Staff will be at 

Principal Park handing out name 

badges and “Perks Packages” so 

be sure to stop by the registration 

area after you check into your 

hotel room. You can also pick up 

an event guide with the convention 

schedule and get signed up for 

IGEF Scholarship Auction bidding 

on your mobile phone as well. 

Let the registration table be your 

one-stop shop for information 

about all things Conventionrelated. 

We are happy to answer 

any of your event questions and 

get you signed up for the IGIA Hall 

of Fame event too. 

Dress Code 

The convention dress code is 

business casual so feel free to be 

comfortable in khaki pants, slacks 

and short-sleeved shirts. No suits, 

ties or jackets needed. Depending 

on the temperature, dresses, 

crop pants and shorts are also 

acceptable. We recommend 

dressing in layers or bringing along 

a light sweater as temperatures 

vary in meeting rooms. We also 

suggest packing bug repellent, 

sunscreen, a jacket, sunglasses, 

comfortable walking shoes and an 

umbrella for outdoor activities. 

For those who have registered 

for and plan to attend the Hall of 

Fame Dinner, the suggested dress 

is business attire. 

Thursday, September 2 | 5–8 p.m. 

Honoring the Heroic Efforts of an Entire Industry | Iowa Events Center 

This past year has been a time 

of unprecedented challenges. Our 

industry was tested as never before. 

We changed the way we source 

products and the way we operate 

overnight to supply our communities 

with essential goods and services in 

a time of need. 

We worked round the clock and we 

had to look to one another for help 

and support. We came together as 

34 

Hall of Fame Event 

an industry to keep our employees 

and our customers safe. 

Doing the extraordinary became an 

everyday event and the efforts of 

all our members were nothing less 

than heroic. 

Given the outstanding performance 

of so many during this time of 

national emergency, the IGIA 

Board decided it would be unfair 

to recognize a single individual or 

company during the 2021 Hall of 

Fame Dinner. Instead, it would be 

best to honor our entire industry. 

IGIA staff members are currently 

planning an outstanding lineup 

of state, national and industry 

dignitaries and recognition activities 

to honor our industry’s efforts over 

the past 18 months. 

Please join us in a salute to the 

grocery, convenience and food 

industries at our annual Hall of Fame 

Dinner in 2021.

Scan to complete this form. 

sept 1–2, 2021 | des moines, ia 

Registration deadline: 4:30 p.m., Fri. Aug. 13 

Convention Registration 

REGISTRATION INFORMATION: A Member, Non-Member or Spouse/Partner Full Registration 

includes the Final Mix & Fireworks Kickoff Event and all sessions. There is an additional 

registration fee for the IGIA Golf Tournament and the Tour, Taste & Shop Non-Golf 

event. Spouses/Partners of registered Members/Non-Members may select the Tour, Taste 

& Shop Non-Golf Event and Final Mix & Fireworks Kickoff Event as à la carte options. 

INSTRUCTIONS: Use one registration form per family. Include ribbon sponsor codes to 

receive credit. All registration fees must be paid in advance and accompany this form. 

Early Bird rates end and rates increase $50 per person for convention and $25 per person 

for golf and non-golf events after 4:30 p.m., Friday, Aug. 13. YOU MUST REGISTER 

FOR CONVENTION TO PARTICIPATE IN THE GOLF AND NON-GOLF EVENTS OR FOR YOUR 

SPOUSE/PARTNER TO PARTICIPATE IN THE À LA CARTE EVENT OPTIONS. 

Attendee Information (Online registration available at www.iowagrocers.com) 

Your Name: 

Company: 

Billing Address: 

City: State: ZIP: 

Phone: Fax: Email: 

Are you a first-time attendee? 

Spouse/Partner Name: 

MEMBER REGISTRATION 

ADD $50 PER PERSON FOR CONVENTION AND $25 PER PERSON FOR GOLF AND NON-GOLF EVENTS AFTER 4:30 P.M., FRIDAY, AUG. 13. 

First and last names as you wish them to appear on 

name badges 

1. 

Member Full 

Registration 

(includes Kickoff 

& all sessions) 

| $250 

Member 

Spouse/Partner 

Full Registration 

(includes Kickoff 

& all sessions) 

| $175 

Ribbon 

Code 

EXCITING EXTRAS & 

SPOUSE/PARTNER À LA CARTE OPTION 

Tour, Taste & 

Explore Non- 

Golf Event 

| $85 


Final Mix & Fireworks 

Kickoff Event 

ONLY | $99 

Golf 

| $149 

Total Per 

Person 

2. 

3. 

4. 

5. 

GOLF EVENT: Enter your golf foursome and calculate any additional golf fees on page 2 of this form. Add additional golf registrations here: 

Your member subtotal: 

NON-MEMBER REGISTRATION 

ADD $50 PER PERSON FOR CONVENTION AND $25 PER PERSON FOR GOLF AND NON-GOLF EVENTS AFTER 4:30 P.M., FRIDAY, AUG. 13. 

First and last names as you wish them to appear on 

name badges 

Non-Member 


| $350 

(includes Kickoff & all 

sessions) 

Non-Member 



| $250 (includes 

Kickoff & all sessions) 

EXCITING EXTRAS & 

SPOUSE/PARTNER À LA CARTE OPTION 

Tour, Taste & Explore 

Non-Golf 

Event | $110 


Final Mix & Fireworks 

Kickoff Event ONLY 

| $125 Golf | $174 

Total Per 

Person 

1. 

2. 

3. 

4. 

5. 

GOLF EVENT: Enter your golf foursome and calculate any additional golf fees on page 2 of this form. Add additional golf registrations here: 

Non-Member subtotal: 

Please, list any food allergies you or attending family members have that require special accommodations: 

Grand 

Total 

$

A member owned co-op, 

responsible to 

people and planet. 

Norway IA • Since 1976

Specialists in Natural Cheese Since 1934 

Hand Crafted in Wisconsin 

• Complete Retail Cheese Programs 

• Display Case Management 

• Award Winning Service & Quality 

• Refrigeration & Distribution 

• Retail Signature Brands 

• Food Service & Export 

Contact: Tim Fink 608-482-0383 • 1-800-533-9594 

www.shullsburgcreamery.com

IOWAGROCER 

IGIA Leadership Institute 

Scan to register 

Gearing up for 2021 

Meeting In Person September Through November. 

An exclusive group of industry leaders of all ages is about 

to embark upon an incredible journey to improve their 

leadership abilities during the 2021 IGIA Leadership Institute. 

Beginning in September, this year’s leadership class will 

examine what it means to be a leader today, gain teambuilding 

skills, discover how to use the media to promote 

their brands and build credibility, and develop their Emotional 

Intelligence to improve their relationships and more. 

Sponsored by SHAZAM, the Leadership Institute delivers the 

education and training needed to lead our industry now and in 

the future. Consisting of four one-day sessions, the Institute 

delivers an outstanding lineup of topics and presenters. 

More Details 

Time: Sessions run 8:30 a.m.–3:30 p.m. 

Location: To be announced. 

Cost: $399/person (includes snacks, beverages & boxed lunches) 

Register by: Monday, Sept. 6, 2021 (Limited to 24 participants.) 

Questions: Contact Annie Schlink, aschlink@iowagrocers.com. 

SESSION 1 | Thursday, Sept. 22, 2021 

8:30–8:45 a.m. | Welcome/Introductions 

8:45 –9:15 a.m. | Dan Kramer, SHAZAM 

Nework (IGIA Leadership Institute Sponsor) 

9:15–10:15 a.m. | “Stories, Wisdom and 

Parkinson’s…Lessons on Leadership” by Troy Cook 

10:15–10:30 a.m. | Break 

10:30 a.m.–12:30 p.m. | “Leading 

Forward” by Celina Peerman 

12:30–1 p.m. | Lunch Break (Boxed 

lunches provided) 

1–3:30 p.m. | “Building Stronger Teams with 

Emotional Intelligence” by Celina Peerman 

“Stories, Wisdom and 

Parkinson’s…Lessons on 

Leadership” Successful 

leaders don’t accomplish 

goals and implement 

effective strategies by 

accident. They follow a 

specific plan. But what 

happens when your 

Troy plan is hit with extreme 

adversity and challenge? 

Troy has explored this topic with individuals and 

organizations around the country. Their stories 

became a source of inspiration as he faced an 

extreme challenge in his own life. Diagnosed with 

Young Onset Parkinson’s Disease at the age of 48, 

Troy has drawn strength from his interviews with 

other leaders. Troy’s presentation will inspire and 

assist you in overcoming any obstacles in your path. 

“Leading Forward” Today’s organizations must 

respond to dramatic forces and clear a path forward 

38 

that serves all constituencies. 

This session will focus on key 

competencies that leaders 

need to lead for results. 

Discussion and activities 

will cover influence and the 

critical need to problem-solve 

and innovate in complex 

changing environments 

Celina as well as identifying 

strategic perspectives 

critical for performance and relationships. 

“Building Stronger Teams with Emotional 

Intelligence (EQ)” EQ is one of the most significant 

professional development topics today. Constant 

change means increased attention must be given 

to continuous learning designed to build strong 

teams and improve professional interactions 

with team members and customers. During this 

session, participants will practice specific skills 

to adapt quickly to changing situations, choose 

the best response in demanding situations and 

communicate critical information through teams.


SESSION 2 | Wednesday, Oct. 6, 2021 

8:30–8:45 a.m. | Welcome 

8:45–9:15 a.m. | Networking activity 

9:15–9:45 a.m. | IGIA Overview (Highlighting 

Government Relations and Member Benefits) 

by Michelle Hurd, IGIA President 

9:45–10 a.m. | Break 

10–11:30 a.m. | Government Relations 

Industry Panel (Includes Q&A Session) 

11:30 a.m.–12 p.m. | Lunch 

(Boxed lunches provided) 

12–12:15 p.m. | Travel to Capitol 

12:15–1:30 p.m. | Capitol Tour 

1:30–3 p.m. | Legislative Leader Meetings 

3 p.m. | Depart from Capitol 

SESSION 3 | Early November 

8:30–9 a.m. | Welcome, Leadership 

and Networking Activity 

9 a.m.–12 p.m. | Media Training for 

Leaders, Part I by Patrick Dix 

12–12:30 p.m. | Lunch Break 

(Boxed lunches provided) 

12:30 – 3:30 p.m. | Media Training for 

Leaders, Part II by Patrick Dix 

SESSION 4 | Wednesday, Nov. 17 

8:30–9 a.m. | Welcome and 

Networking Activity 

9 a.m.–12 p.m. | The Relationship 

Era by Bill Withers 

12–12:30 p.m. | Lunch (Boxed 

lunches provided) 

12:30–1 p.m. | Travel to Iowa Food Bank 

1–3 p.m. | IGIA Leadership and 

Community Service Project 

3 p.m. | Depart from Iowa Food Bank 

Patrick 

“Media Training for 

Leaders, Part I” How’s your 

relationship with your local 

media? How do you pitch a 

good story? How do you tell 

your story once a reporter 

shows up? Patrick will give 

you simple tips on public 

speaking and storytelling 

that will allow you to say 

“yes” to any interview. 

“Media Training for Leaders, Part II” After lunch, 

Patrick will show you what makes a truly great social 

media post and what causes a post to go viral. 

You will learn what channels you need to be on, 

how reporters use social media every day and the 

opportunities this presents for your organization. 

You also will have the chance to use the tools 

you’ve gained to bring your organization through 

a critical media incident to a positive conclusion. 

“The Relationship Era” 

The Relationship Era is a 

time in our history where 

technology solutions and 

outsourcing run rampant 

and the mantra is “web 

and mobile FIRST!” Yet 

Bill many four- and five-star 

service organizations are 

realizing the value in hiring 

and training for stronger 

interpersonal traits. As you’ll hear from Dr. Withers, 

there has never been a time in recent history when 

quality customer service and effective stakeholder 

relations are at more of a premium, especially when 

technology is driving such significant change. Dr. 

Withers shares what he has learned from his own 

work and research with many four- and five-star 

service providers, both regionally and nationally. 

39

Dinner, fast! 

CHICKEN AND TAKE HOME MEALS 

Hot and ready to eat. Sides available, too! 

PROUD RED RIBBON SPONSOR 

of the Iowa Grocery Industry Association 

Available at 

a store near you. 

kwiktrip.com 

Southern Glazer’s Appreciates Your Business! 

Committed to producing safe, 

high-quality eggs, providing excellent 

care for our flocks, and farming 

sustainably to preserve the environment. 

www.versova.com

Larry Elias Consulting 

www.larryeliasconsulting.com 

Shop NEW 2021 items by 

Business Consulting 

Executive Coaching 

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Speaking Engagements 

Retreats 

Utilizing over 40 years of 

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LCElias5@gmail.com 

402.499.9083 

Naturally Sweet • Crisp • Tender 

Carrots are just carrots, Right? 

Not when they’re Fresha! 

Grown on our 

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Minnesota, our superior 

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days, and cool, crisp nights create the 

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freshaproduce.com | 320-219-0654 

Morris, MN 56267 

www.ulrichsmeatmarket.com 

Nestled among the bakeries of the quaint town of Pella, Iowa, 

Historic Ulrich Meat Market offers a variety of smoked meats 

for the meat lovers in your world. Our recipes are faithful to 

time-honored traditions that make exceptional smoked meats 

possible. Many of our meats start with an all-beef base, a prime 

distinction among smoked meats. This proud tradition began 

in 1868 with Genuine Pella Beef Bologna. Each handmade ring 

is hickory smoked to perfection inside our Pella facility. We use 

the original recipe and we never take shortcuts in creating the 

smoked meats your family is sure to love.

IOWAGROCER 

Your 2021 Build with 

Bags Grant Winners 

Nine Iowa communities receive grants totaling $15,527 in 2021. 

Build with Bags Grants 

The Build with Bags grant program has awarded $ 365,594.20 in 

grants to more than 250 Iowa communities since 2009. 

New park benches, planters and picnic tables help to 

beautify parks and schools throughout Iowa, courtesy of 

the Build with Bags Grant program. 

In 2021, nine Iowa communities received grants of up 

to $2,000 to purchase items made from recycled plastic 

bags. Items include park benches, planters and picnic 

tables made by Plastic Recycling of Iowa Falls. One park 

bench, for example, represents approximately 10,600 

bags that won’t end up in the landfill. 

Now in its 12th year, the program continues to encourage 

individuals to recycle their plastic bags so those bags can 

be turned into products that beautify our communities. 

A total of 40 applications were submitted from which nine 

winners were selected by a committee of representatives


in support of the Build with Bags 

program. Each committee member 

individually scored the applications. 

The scores were then combined for 

an overall point total. This year, the 

top nine applicants with the most 

points received grants totaling 

$15,527. 

Applications were evaluated based on 

set criteria that included a statement 

of need for the grant and the 

community’s own plastic bag recycling 

efforts. Grant applicants were also 

asked to verify the recycled plastic 

content in the products they were 

looking to purchase and to obtain an 

endorsement letter from a local grocer 

who is supportive of the community’s 

project and recycling plans. 

Geographic location also played a 

factor as the committee sought to 

disperse the grant awards around 

the state of Iowa. Local Iowa 

grocers played an important role in 

making the grants possible. Store 

representatives throughout the state 

wrote letters of support that led to 

their communities being selected to 

receive a grant. 

“While the endorsement letter was 

not the most weighted category in the 

selection process, it is an important 

component of the Build with Bags 

program,” explains Michelle Hurd, 

IGIA president. “It reflects how the 

applying community is working with 

its local grocers to establish longterm 

projects and goals that help 

increase the awareness of plastic 

bag recycling.” 

Encouraging purchases of furniture 

and equipment made from recycled 

plastic for parks and schools through 

its grant program is one of four 

goals established by Build with Bags 

partners. The other three include 

increasing the number of plastic bags 

recycled, reducing consumption of 

plastic bags and increasing the safe 

use of reusable bags. 

Participating retailers include 

Fareway Stores and Hy-Vee locations 

statewide plus many independent 

grocers. 

Build with Bags is a cooperative 

effort of the Iowa Grocery Industry 

Association, Keep Iowa Beautiful, 

Metro Waste Authority in Des Moines 

and Iowa Department of Natural 

Resources. Originally launched 

in August 2009, the Build with 

Bags Grant program has awarded 

$365,594.20 in grants to more than 

250 Iowa communities. IG 

Take Part 

Each year, the Build 

with Bags Grant 

program garners 

significant positive 

media coverage and 

public recognition. 

Although that is 

not the reason for 

the program, it is 

a nice benefit. 

Contact anns@ 

iowagrocers.com for 

information about how 

you can get involved. 

For more information about Build with Bags Grants, 

visit www.iowagrocers.com. 

43

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IOWAGROCER 

2021 Iowa Best Bagger Competition 

Iowa Best Bagger Is Back! 

The contest is set for 1 p.m., Friday, August 13, 2021, at the Iowa State Fairgrounds in 

Des Moines. Baggers will gather on the stage of the Susan Knapp Amphitheater, located on 

Grand Ave., east of the grandstand and midway just past the Animal Learning Center on 

the north side of the street. 

After COVID kept us from holding 

a bagging contest last year, Iowa 

Grocery Industry Association staff 

members are excited to start 

gearing up for the 33rd Annual 

Iowa Best Bagger Contest in 2021. 

Since we had to cancel last year’s 

contest, there was no winner to 

announce in 2020, and we are 

eager to determine who will be 

named Iowa’s next Best Bagger 

in 2021. 

Each year, this Iowa State Fair 

favorite draws a crowd of 200- 

300 spectators and this year will 

be held on Friday, August 13, at 

the fairgrounds in Des Moines. 

Susan Knapp Amphitheater 

Houses Competition 

The competition will begin at 1 

p.m. on the stage of the Susan 

Knapp Amphitheater, located on 

Grand Ave., east of the grandstand 

and midway just past the Animal 

Learning Center on the north side 

of the street. 

Contest Highlights 

This year’s event will spotlight 

up to 24 contestants in four 

preliminary heats followed by a 

championship round of the top 

six baggers who score the most 

points in the preliminary heats. 

While the scores are being tallied, 

fans will be treated to the Celebrity 

Bagger contest, featuring local 

celebrities. 

Evaluated strictly on speed and 

who can have the most fun, the 

winner of the celebrity contest will 

earn a traveling plaque to display 

for one year as well as $250, 

sponsored by Fareway Stores 

Inc., to donate to a charity of his 

or her choice. 

2021 Best Bagger Contestants 

To be announced 

Contestants will bag identical 

grocery orders consisting of 

no more than 40 commonly 

purchased items into reusable 

shopping bags. They will be ranked 

primarily on weight distribution 

among bags and speed, but proper 

item arrangement and individual 

style will also be scored. 

Cash prizes will be awarded to 

the top four finishers. The overall 

champion also earns a trip for 

two to the National Best Bagger 

Competition, which holds a grand 

prize of $10,000. 

48


2019 Best Bagger Winners 

Left to right: Ethan Dunn, Johnston Price 

Chopper, finished first. Placing second was 

Matthew Langel, Decorah Fareway. Bryce 

Young, Huxley Fareway, finished third. And, 

Nick Hobt, Urbandale Hy-Vee, placed fourth. 

Members of the crowd have a 

chance to win one of several 

gift cards for answering grocery 

industry trivia questions. 

Companies sponsoring the 2021 

Iowa Best Bagger Contest will be 

announced soon. 

All non-perishable food items 

used in the competition will be 

donated to the Food Bank of Iowa. 

Don’t Miss the Fun! 

Make plans to attend this year’s 

Iowa Best Bagger event and cheer 

on your local grocer this summer 

as he or she competes for the title 

of “Iowa’s Best Bagger.” 

For more information about the 

2021 Iowa Best Bagger Contest, 

please contact Annie Schlink 

at 800.383.3663 or aschlink@ 

iowagrocers.com. 

Event Policies: NOTICE OF 

FILMING AND PHOTOGRAPHY: 

When you enter an Iowa Grocery 

Industry Association (IGIA) event 

or program, you enter an area 

where photography, audio and 

video recording may occur. (IGIA will 

follow whatever COVID-19 safety 

precautions are required at the 

time of this event.) IG 

49

IOWAGROCER 

IGIA Fall Golf Classic 

Returning to Legacy in 2021 

IGIA Fall Golf Classic to be held Tuesday, August 3 at the Legacy Golf Club located at 

400 Legacy Parkway in Norwalk, Iowa. Register by July 23! 

Golfers will rise and shine as they head to Legacy Golf Club in Norwalk, 

Iowa, this year for the Iowa Grocery Industry Association Fall Golf Classic to 

be held Tuesday, August 3. 

A 10 a.m. shotgun start is planned for the annual event favorite. Event check-in 

will begin at 9 a.m. and lunch will be served on the course. 

“Legacy provides a great golf challenge that our members always appreciate,” 

says IGIA President Michelle Hurd. “After a year of isolation, we are excited to 

come together for an exceptional golf experience.” 

Players will gather in the Legacy clubhouse at the conclusion of the tournament 

for an awards ceremony including prizes, refreshments and heavy hors d’oeuvres. 

In addition to providing a unique golf experience, this event also provides 

ample opportunities to network, build new friendships and catch up with old 

friends. “Our members make valuable business connections while having a 

truly enjoyable time,” says Hurd. “We hope you’ll make plans to join us.” 

This event accommodates a limited number of players and has repeatedly sold 

out weeks ahead of time so register early by scanning the QR code provided 

and completing and returning the the form. You may also call the IGIA office, 

800.383.3663, to register. 

Event Policies: This event will be held rain or shine. Emailed registrations will be 

accepted with credit card payment only. CANCELLATION POLICY: Written notice of 

cancellation must be provided to the IGIA office before 4:30 p.m. Friday, July 23, 

for a refund to be processed. There will be NO refunds after the July 23 deadline 

(including weather-related cancellations). Thank you for your understanding and 

assistance. NOTICE OF FILMING AND PHOTOGRAPHY: When you enter an Iowa 

Grocery Industry Association (IGIA) event or program, you enter an area where 

photography, audio and 

video recording may 

occur. (IGIA will follow 

whatever COVID-19 

safety precautions are 

required at the time of 

this event.) IG 

Register three ways: 

1. Scan the QR code and complete the 

form 

2. Call the IGIA office, 

800.383.3663 

3. Email aschlink@ 

iowagrocers.com 

50

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iowagrocer 

IGIA Membership Renewals 

Renewals 1.1.21— 3.31.21 

Advantage Sales & 

Marketing 

AE Dairy 

Aldi, Inc. 

Anheuser-Busch 

Companies 

Associated Wholesale 

Grocers 

Backes Commercial 

Auctions 

Barilla America Inc. 



Bread Garden Market 

Britt Food Center 

Brother’s Market, 

Bloomfield 

Brother’s Market, Grundy 

Center 

Brother’s Market, 

Williamsburg 

Bucky’s, Lawler 

CERTCO, INC. 

Classic Stop K & H Coop 

Coca-Cola North America 

Colbert’s Market 

Community Grocers 


Country Foods 

Dakota News, Inc. 

Dan’s Food Center 

David’s Super Foods / Ace 

Fresh 

Daymon 

Dayton Community 

Grocery 

Dean Snyder 

Construction 

Don’s Food Center 

Dupey Equipment Co. 


Eagle Country Market 

Ehlinger’s Vinton Express, 

Inc. 

Fairlife, LLC 

Fallgatter’s Market 

Famous Products, Inc. 



Fiesta Foods, Mapleton 

Fiesta Foods, Onawa 

Food Pride, Ida Grove 

Food Pride, Laurens 

Food Pride, Sac City 

Freeman Foods, Wellman 

Frohlich’s Supervalu 

Front Street Market 

Gary’s Foods 

Gowrie Grocery, LLC 

Greenwoods Grocery, Inc. 

Hager Foods 

Harms Oil Company 

Hockenburg Newburgh 

Holstein Super Market 

Hometown Foods, 

Conrad 

Hometown Foods, 

Guthrie Center 

Hometown Market, 

Earlham 

Hometown Market, 

Thompson 

Iowa Alcoholic Beverages 

Division 

Iowa Beverage Systems, 

Inc. 

Iowa Pork Producers 

Association 

Iowa State University 

ITG Brands, LLC 

J & D Corner Store, LLC 

Jeff’s Foods 

Jewell Market 

Jim & Charlie’s Affiliated 

Store 

Jimmy’s Salad Dressings 

& Dips 


JW’s Foods, Inc 

Kampen Foods 

Kemps LLC 

Kum & Go 

Liggett Vector Brands, LLC 

Logsdon’s Grocery 

Main Street Market of 

Anita, LLC 

Market of Madrid 

Maynard’s Food Center of 

Akron 

McElroy’s Food Market 

Midwest Dairy 

Association 

Monroe Foods 

Montezuma SuperValu 

Moore’s Grocery 

Mueller Yurgae 

Associates 

North Risk Partners 


Palo Mini-Mart 

Pan-O-Gold Baking 

Company 

Panora Hometown Foods 

Phillips Distilling 

Company 

Pilgrim’s Pride 

Prairie City Foods 


Preston Meats & Grocery 

Quillin’s, Waukon 

Quillin’s Quality Foods, 

Monona 

Quillin’s Quality Foods, 

West Union 

R.G. Sales & Marketing 

Ramsey’s Market 

Randall’s Stop N Shop 

Reser’s Fine Foods 

Retail Data Systems Co. 

Roy’s 


Sam’s Main Street Market 

Sanborn Foods Inc 

Sazerac 

Schraad & Associates 

Shearer’s Snacks 

Sibley Super Foods 

Smitty’s Grocery 

Southern Glazer’s Wine & 

Spirits 

SpartanNash 

State Center Hometown 

Foods 

Stratford Food Center 

Strawberry Foods & Deli 

Stuart Hometown Foods 

Summertime Potato 

Company 

Sunshine Foods, 

Hawarden 

Sunshine Foods, Rock 

Rapids 

Sunshine Foods, Rock 

Valley 

Swisher International 

The Boston Beer 

Company 

The Kraft Heinz Company 

Titonka Food Center 

TOMRA of N.America 

Town & Country Market 

Versova, LLC 

Wells Enterprises, Inc. 

West Forty Market 

Wilke’s 

52

Welcome, New IGIA Members 

Updated 5.6.21 

Bobby’s Grocery and BBQ 

Dysart, IA 

Retailer 

Grant Barco Capital 

Des Moines, IA 

Supplier 

RollSeal, Inc. 

Bremen, AL 

Supplier 


Highland, IL 

Supplier 

Larry Elias Consulting 

Lincoln, NE 

Supplier 

Rowdy Energy 

San Diego, CA 

Supplier 

Consumers Want More from Food Brands 

The vast majority of today’s consumers—especially those from younger generations—say food 

brands should inspire, advocate and provide value-added information. 

A national Meyocks consumer survey 

of 1,523 Americans shows widespread 

support for “mentor branding.” With 

this approach, businesses differentiate 

themselves by taking their brand a step 

further—mentoring customers, educating 

and advocating for them, and showing 

them how to make their lives better. 

“Mentor branding is an opportunity 

for food brands to create stronger 

bonds with customers by inspiring 

them, advocating on their behalf and 

providing value-added information,” 

said Doug Jeske, president of Meyocks, 

a West Des Moines branding and 

marketing agency. 

The Meyocks national consumer survey 

showed: 

• 88% of consumers say food brands 

should provide valued-added 

information to their customers. 

• 73% of consumers believe food 

brands should work to inspire 

customers. 

• 72% of consumers think food 

brands should advocate for their 

customers. 

• More specifically, many consumers 

said they want food brands to 

provide instruction on different ways 

to use a product or service (56%), 

inspiration on how to improve their 

personal lives (47%) and advocacy 

for the environment (44%). 

The way consumers feel about a brand 

can impact their spending habits. The 

survey showed 55% of consumers said 

they would stop buying or boycott a 

food brand that does not align with 

their beliefs. In addition, 51% of 

consumers said they are willing to pay 

more for a food brand that advocates 

for something they believe in or feel 

strongly about. 

“Consumers feel strongly that 

food brands should demonstrate 

mentorship characteristics,” Jeske 

said. “We’ve found that food brands 

that rate high in these characteristics 

enjoy faster revenue growth.” 

While a majority of consumers support 

“mentor branding,” the survey showed 

younger generations are even more 

likely to choose food brands that inspire 

and advocate for them. This includes 

both millennials and Generation Z, 

born between 1981 and 2012. 

The Meyocks survey showed: 

• 92% of millennials said food brands 

should provide value-added 

information. 

• 70% of millennials said they are 

willing to pay more for a food brand 

that advocates for something they 

believe in or feel strongly about. 

• 95% of Generation Z survey 

participants said food brands should 

provide value-added information. 

• 66% of Generation Z said they are 

willing to pay more for a food brand 

that advocates for something they 

believe in or feel strongly about. IG 

Meyocks, based in West Des Moines, Iowa, is a full-service branding and marketing agency founded in 1984 that shapes marketplace meaning 

for food, agriculture, health and mentor brands. For more information or to download the survey results, visit meyocks.com.

2021 Ribbon 

Sponsors 

PLATINUM RIBBON 

SPONSORS 

Coca-Cola 



Hy-Vee 

PepsiCo 

SHAZAM 

BLUE RIBBON 

SPONSORS 

AE Dairy 

Associated Wholesale Grocers 



DFA Family Brands/Kemps 


H. Brooks & Company 

Hiland Dairy 

RED RIBBON 

SPONSORS 


Anheuser Busch 


Casey’s General Stores 

Certco 



General Mills 

Iowa Lottery 



KraftHeinz 

Kum & Go 

Kwik Star 

MillerCoors 



IGIA Supplier Member Directory 

BAKERY 


.........................(515) 963-8746 

Pan-O-Gold Baking Co. 

.........................(515) 289-4502 

BEER 

Anheuser-Busch 

.........................(314) 577-2000 

Boulevard Brewing 

.........................(816) 474-7095 

FIFCO USA.......(585) 546-1030 

Mike’s Hard Lemonade 

.........................(515) 444-3851 

MillerCoors.....(513) 571-4536 

Pabst Brewing 

.........................(515) 344-9138 

Summit Brewing 

.........................(651) 265-7800 


.........................(515) 322-7898 

BEVERAGE 

Atlantic Coca-Cola Bottling 

.........................(515) 987-1931 

Body Armor 

.........................(718) 357-7402 

Cameron’s Coffee 

.........................(952) 374-5026 

Coca-Cola........(515) 657-2882 

Crystal Clear Water 

.........................(515) 265-2324 

Fairlife, LLC .... (312) 624-9444 

Iowa Beverage Systems 

.........................(515) 266-2274 


.........................(515) 447-9385 

Mahaska Bottling Co. 

.........................(641) 573-3481 

Midwest Best Water 

.........................(651) 291-7244 

Monster Energy Company 

.........................(612) 251-0426 

Pepsi Beverages 

.........................(515) 270-1332 


.........................(612) 379-4141 

Red Bull 

.........................(417) 766-2834 

Rowdy Energy 

.........................(708) 404-3893 

Verena Street Coffee 

.........................(563) 556-3931 

Voss Distributing 

.........................(515) 263-1777 

Zevia................(855) 469-3842 

BROKER 


.........................(515) 278-2040 


.........................(515) 278-1223 

CROSSMARK Sales & 

Marketing........(515) 285-1101 

Cruise Marketing 

.........................(515) 564-0990 

Daymon...........(515) 267-7913 

Dreyer Marketing 

.........................(515) 986-5957 


.........................(515) 222-0100 


.........................(515) 986-0491 

R.G. Sales and Marketing 

.........................(515) 556-8018 

Schraad & Associates 

.........................(515) 400-3535 

CANDY 

Palmer Candy 

.........................(712) 258-5543 

Siegert Enterprises dba Betty 

Jane Candies 

........................ (563) 582-4668 

The Hershey Company 

.........................(616) 254-9380 

DAIRY/EGGS 

AE Dairy...........(515) 265-2521 

Crystal Farms..(515) 669-6062 

Hiland Dairy....(402) 344-4321 

Kemps Dairy....(608) 832-1313 

Prairie Farms 

.........................(563) 391-3341 


.........................(812) 497-2557 


.........................(952) 475-0100 

Versova........... (515) 532-2240 

FINANCIAL SERVICES 

Principal Financial Group 

.........................(515) 246-4031 

Wells Fargo Commercial 

Banking...........(515) 237-5100 

West Bank.......(515) 222-2300 

FOOD MANUFACTURING 

Cameron’s Coffee 

.........................(952) 374-5026 

Campbells Soup Company 

.........................(612) 206-4717 


........................ (712) 664-2683 

Countryside BBQ Sauce 

.........................(515) 295-3583 

Famous Dave’s Products 

........................ (952) 746-8800 

Faribault Foods 

.........................(507) 331-1400 

General Mills..... (952) 913-7395 

Jimmy’s Dressings & Dips 

........................ (507) 533-7786 


........................ (641) 259-2136 

King Arthur Flour 

........................ (901) 351-4751 

Klondike Cheese 

.........................(608) 325-3021 

Midwest Foods, LLC dba 

Gino’s Food Products 

.........................(515) 240-4698 

Mondelez........(515) 556-4194 

Nestle..............(708) 307-5460 

Post Consumer Brands 

.........................(515) 229-8638 

Reser’s Fine Foods 

.........................(816) 834-9472 


.........................(608) 965-4485 

Sioux Honey Association 

.........................(712) 233-9175 

Tasty Toppings 

.........................(800) 228-4148 

The Kraft Heinz Company 

.........................(608) 628-1061 

Troverco/Triple Sticks 

.........................(563) 349-2959 

Vanscoy Industries 

.........................(319) 560-7459 

X-Tra Touch Products 

.........................(712) 246-4376 

FROZEN 

Arctic Glacier U.S.A. 

.........................(316) 529-2173 


.........................(800) 942-3800 

GENERAL MERCHANDISE 


.........................(712) 365-4740 

Luxury Linens 

.........................(312) 822-9393 

Unilever...........(630) 339-7672 

GOURMET/ 

SPECIALTY SPICES 

B & G Foods....(973) 401-6500 


.........................(319) 321-3524 

GOVERNMENT AGENCY 

Iowa Alcoholic Beverages 

Division............(515) 281-7402 

Iowa Lottery....(515) 725-7900 

Iowa State University Dining 

.........................(515) 294-8383 

WIC...................(800) 532-1579 

INDUSTRY SERVICES 

Allen Lund Company 

.........................(800) 943-5863 

Associated Computer 

Systems (ACS) 

.........................(515) 233-0078 

Backes Commercial Auctions 

.........................(800) 876-8070 

Dean Snyder Construction 

.........................(515) 289-0720 

Diversey..........(303) 910-5571 

E.T. Video........(712) 999-2229 

Evolving Edge 

.........................(515) 777-3638 


.........................(507) 444-6503 

FUELIowa........(515) 224-7545 

Grant Barco Capital 

.........................(646) 477-1126 

Harms Oil Company 

........................ (605) 696-5000

IGIA Supplier Member Directory 


.........................(515) 223-6800 

Iowa Beef Industry Council 

.........................(515) 296-2305 

Iowa Pork Producers 

.........................(515) 225-7675 

Markel.............(888) 500-3344 

Midwest Dairy Association 

.........................(515) 964-0696 

North Risk Partners 

.........................(515) 327-8464 

RSM US LLP.....(515) 558-6646 

RollSeal, Inc.....(256) 287-7000 

Ruan Transportation 

..........................(515-245-5464 

Rug Doctor......(630) 430-9054 

Semiotic Marketing 

International, LLC. 

.........................(312) 802-5877 

Seneca.............(515) 262-5000 

SHAZAM..........(515) 288-2828 

Tarbell.............(515) 282-0200 

The Energy Group Co. Inc. 

.........................(515) 564-1045 

Tomra of North America 

.........................(203) 447-8748 

Truck Center Companies 

.........................(402) 592-2440 

Windstream Enterprises 

.........................(319) 924-9332 

MEAT/POULTRY/SEAFOOD 

Amana Meat Shop & 

Smokehouse 

.........................(319) 622-7500 

Double Dutch Meat 

.........................(641) 628-2771 

Hormel Foods 

.........................(515) 276-8808 

Iowa Premium 

.........................(641) 849-0106 

Kretschmar Deli 

.........................(314) 625-9626 

Land O’ Frost 

.........................(952) 270-2208 

Pilgrim’s...........(320) 493-3633 

Stone Ridge Wholesale 

.........................(920) 539-2862 

Tyson Foods....(515) 270-1739 

West Liberty Foods 

.........................(888) 511-4500 

MEDIA/ADVERTISING 

Dakota News 

.........................(605) 336-3000 

Next Step Advertising 

.........................(515) 327-1133 

Rock Communications 

.........................(641) 792-8334 

PACKAGING & SUPPLIES 

Bunzl................(314) 997-5959 

Duro Bag.........(859) 371-2150 

Midwest Packaging 

.........................(515) 271-0906 

Placon Corp. 

.........................(608) 422-1606 

The Brenmar Company 

.........................(402) 592-3303 

PASTA/PIZZA 

Barilla America 

.........................(515) 278-2040 


........................ (715) 590-2626 

Dakota Growers Pasta 

.........................(612) 396-5651 

Orion/Land Mark Products 

.........................(712) 338-2771 

PHARMACY 

21st Century Healthcare 

.........................(480) 966-8201 

Lil’ Drug Store Products 

.........................(319) 393-0454 

PRODUCE 


.........................(515) 981-5111 

Dole Fresh Vegetables 

.........................(515) 630-4612 

Fresha..............(320) 219-0654 

H. Brooks and Company 

.........................(651) 635-0126 

Loffredo Fresh Produce 

.........................(515) 285-3367 

PAT Brokerage 

.........................(515) 278-5517 


.........................(800) 214-4981 

Summertime Potato 

.........................(515) 265-9865 

RECYCLING 

CRINC...............(515) 265-4275 

Green RU.........(855) 788-8733 

SNACKS 

American Pop Corn 

.........................(712) 239-1232 

Farmers Best Popcorn 

.........................(712) 790-8151 

Frito-Lay..........(314) 583-7992 

Gurley’s Foods 

.........................(320) 235-0600 

Jack Link’s Beef Jerky 

.........................(612) 807-8133 

Kickass Snacks 

.........................(507) 961-1180 


.........................(651) 633-8810 

Shearer’s Snacks 

.........................(614) 553-7584 

Sterzing Food 

.........................(319) 754-8467 

STORE FIXTURES & 

EQUIPMENT 

Crown Tonka 

.........................(763) 541-1410 

Dupey Equipment 

.........................(515) 223-0700 

Hussmann.......(515) 262-8221 

KPI Concepts....(319) 754-5922 

Marick..............(515) 243-8288 

North Country Business 

Products..........(218) 751-4140 

Performance Display 

.........................(515) 986-0156 

Retail Data Systems 

.........................(605) 310-4452 

Semiotic Marketing 

International, LLC. 

.........................(312) 802-5877 

TOBACCO 

Altria Sales & Distribution 

.........................(608) 251-0815 

ITG Brands......(515) 254-0629 

JUUL Labs........(314) 406-3313 

Liggett Vector Brands 

.........................(262) 844-8204 


.........................(336) 741-1486 

Swisher International 

.........................(904) 598-4643 

WHOLESALER/ 

DISTRIBUTION CENTER 

Aldi, Inc............(507) 333-9460 

Associated Wholesale 

Grocers 

.........................(913) 288-1510 

CERTCO...........(608) 278-2213 


.........................(515) 432-2623 

Farner-Bocken 

.........................(800) 274-8692 

Hy-Vee.............(515) 267-2800 

McCormack Distributing 

.........................(712) 546-5133 

SpartanNash...(319) 855-2742 

UNFI.................(715) 262-8634 

WINE & SPIRITS 

American Beverage 

Marketers........(816) 777-7159 

Bacardi USA....(614) 403-1410 

Banfi Vinters/Excelsior Wines 

.........................(913) 208-9702 

Cedar Ridge Winery & 

Distillery..........(319) 350-9237 

Constellation Brands, U.S. 

.........................(515) 289-6506 

Diageo.............(847) 275-8880 


.........................(515) 987-3935 

Foundry Distilling Company 

.........................(515) 822-7545 


.........................(515) 262-1199 

LUXCO Spirited Brands of 

Iowa.................(515) 554-1630 

Phillips Distilling 

.........................(612) 362-7500 

Sazerac............(515) 202-1661 

Southern Glazer’s Wine & 

Spirits...............(515) 252-7173 

Trinchero Family Estates/ 

Sutter Home Winery 

.........................(414) 313-7919 

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Versova Eggs 


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American Pop Corn Company 

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Body Armor 




Crossmark Sales & Marketing 

Crystal Farms 

Fairlife 



Hormel Foods Corporation 

Hussmann Corporation 


Odyssey/Buholzer Brothers 

Orion Land Mark 


Pan-O-Gold Baking Company 

Pilgrim’s 





RSM US 


Shearer’s 


SpartanNash 

Tyson Foods 

UNFI 

Unilever 

Voss Distributing/Red Bull

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