January - February 2015 -...

January - February 2015

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DDBC News, January-February 2015 3

OFFICIAL PUBLICATION DDBC of Southern California

Calendar

About the cover

In This Issue: February Awards Night The DDBC kicks off 2015 right by honoring its Award winners from 2014 at the February meeting, traditionally one of the best-attended membership meetings of the year. This year features the induction of Cheryl Kennick (City of Hope) and Dave Daniel (Pacific Rim Publishing/DDBC NEWS) into the Hall of Fame; and also honors Laura Taketomo (Food 4 Less) as the 2014 Retailer of the Year, and Craig Covell (Reynaldo’s Mexican Foods) and John Nielsen (Acosta) as the 2014 Suppliers of the Year. Individual stories and photos of the honorees begin on Page 8.

Blockbuster line-up headlines WAFC The Western Association of Food Chains (WAFC) is scheduled to condut its 94th Convention in May in Palm Desert with a line-up that includes former First Lady Laura Bush and NBA Hall-of-Famer Magic Johnson, formerly of the Lakers and now one of the current owners of the Los Angeles Dodgers of the National League. See details on Page 24.

Also in this issue The incoming President’s Message from Cheryl Van Den Hende (Monterrey); news from several segments of the perishable foods industry; and an expanded Calendar of Events.

www.ddbcsocal.org

Coca-Cola Refreshments are a large part of America’s breakfast fare each morning, thanks to a wide vari-ety of juices and fruit drinks, an-chored by the flagship brand, Minute Maid.

Make sure your family is among the millions in the United States that make one of Minute Maid’s healthy juices a key part of a nutritious break-fast to start the day off right for ev-ery member of the family.

Bay Cities 5 Cacique USA 4 Coca-Cola Refreshments Cover, 9 Florida’s Natural Growers 2 Horizon Sales Corp. 27 Insight Food Sales 15 J. Brass Company 7

Advertiser index

Items to be submitted for editorial consideration should be sent to: Edi-tor, DDBC News, P.O. Box 4533, Huntington Beach, CA 92605-4533.

All submissions are subject to editing for style and content.

Advertising, editorial information For advertising information in the

DDBC News, contact Dalva Fisher at 435-674-3504 or Pacific Rim Publish-ing Co., P.O. Box 4533, Huntington Beach, CA 92605-4533. 714-375- 3900. FAX: 714-375-3906.

DDBC NEWS (USPS 152-360, ISSN 00117862) is published 10 times per year for the DDBC of Southern California. Published by Pacific Rim Publishing Co., P.O. Box 4533, Huntington Beach, CA 92605-4533. 714-375-3900. FAX 714-375-3906. The DDBC address is P.O. Box 1872, Whittier, CA 90609. Phone 562-947-7016. FAX: 562-947-7872.

Subscription rates are $30 per year. Membership in the DDBC includes a subscription. Copyright 2009 by the DDBC of Southern California. All rights reserved.

More calendar Page 26

January 10 – DDBC Installation of Officers

Dinner, Orange Hill Restaurant, Orange. Information: 562-947-7016.

19 – Martin Luther King Jr. Day. 24 – Perishable Foods Council

Winter Gala, Meritage Resort, Napa. Information: www.perishablefoodscouncil.com.

February 8-11 – National Grocers Association

Show, Mirage Hotel, Las Vegas. Information: www.thengashow.com.

10 – DDBC Awards Night, Embassy Suites Hotel, Garden Grove. Information: 562-947-7016.

16 – President’s Day. 18-19 – California League of Food

Processors Expo, Sacramento Convention Center. Information: www.clfp.com.

25-26 – Unified Grocers Sell- abration, Long Beach Convention Center.

26 – FIBR Chinese New Year Networking Dinner, Empress Pavilion Restaurant, Chinatown. Information: [email protected].

March 5-8 – Natural Products Expo,

Anaheim Convention Center. 10 – DDBC Membership Meeting,

Embassy Suites Hotel, Garden Grove. Information: 562-947-7016.

April 3-11 – Passover.

La Mexicana 17 KDS Marketing 25 Marin Cheese 26 Monterrey 7 Pacific Rim Publishing 11 Reynaldo’s 15

4 DDBC News, January-February 2015

OFFICIAL PUBLICATION DDBC of Southern California

Dave Daniel, Editor www.ddbcsocal.org

VOL. LI NO. 1 2015 • ISSN 00117862

Business Manager: Susan Steele OFFICERS: President: Cheryl Van Den Hynde (Monterrey); First Vice Presi-

dent: Patti Winsell; Second Vice President: Sue Bargsten (DPI Specialty Foods); Third Vice President: Lisa Juarez (Cacique) ; Secretary: Cynthia Yarak (Risvold’s); Treasurer: Bill Mackie (Processor’s Marketing and Research); Advisor: Connie Thatcher (Advantage Sales & Marketing).

DIRECTORS: Tracy Gemoll (Food 4 Less); Matt Hebert (Insight Food Sales); Dave MacDonald (Stremick’s Heritage Foods); Silvia Quiroz (Cardenas Markets); Laura Taketomo (Food 4 Less), Nancy Tyler (Acosta), Jim Veregge (Unified Grocers), Liz Wilson (Ralphs), Miriam Welch (Albertsons).

PAST PRESIDENTS: §Sydney Fisher, 1960; §Loyd Knutson, 1961; §Sam Freed, 1962; §Harry Schneider, 1963; §Earl Anderson, 1964; §Leo Cohen, 1965; §Art Jelin, 1966; §George Hobbs, 1967; §Eli Coleite, 1968; Bill Trapani, 1969; §Pete Uraine, 1970; §Otto Schirmer, 1971; §John Andikian, 1972; Ted Hopkins, 1973; §Stan Coop, 1974; §Ray Ferry, 1975; §A.A. “Bud” Moorman, 1976; Bill Schwartz, 1977; Eleanor Bennett, 1978; §Bob Garcia, 1979; §Harold Davis, 1980; Randall Chew, 1981; Gary Illingworth, 1982; §Ken Tisdell, 1983; John Vitale, 1984; Gary Provenzano, 1985; Joe Jimenez, 1986; Dick Schwebe, 1987; Diane Beecher, 1988; Joe Matyasik, 1989; Don Fisher, 1990; Mark Stringer, 1991; §Jerry Lewis, 1992; Mark Dixon, 1993; Kathie Porter, 1994; Jim Allumbaugh, 1995; Jim Veregge, 1996; Rona Reeves, 1997; Joy Sawhill, 1998; Debra Zimmerman, 1999; Peter Hejny, 2000; Jeff Merrill, 2001; Bill Hankes, 2002, Manny Marin 2003-04; Bob Dressler, 2005; Jon Amidei, 2006; Sue Bargsten, 2007; Rigo Landeros, 2008; Rey Garza, 2009; Lisa Juarez, 2010; Stacy Gilbert, 2011; Neil Swanson, 2012; Bill Mackie 2013; Connie Thatcher 2014.

HALL OF FAME: §Harry Schneider, 1983; §Sam Freed and §Ralph Levey, 1984; §Pete Uraine, 1985; §Al Berger, 1986; §Eddie Goldstein and §George Hobbs, 1987; §A.A. “Bud” Moorman, 1988; §Morrie Rosenfeld and §Claus Simon, 1989;

§Otto Schirmer and §Andy Stylianou, 1990; §Ray Ferry, 1991; §Bob Garcia and §Art Jelin, 1992; §Lou Agrati, 1993; §Bernie Brener, 1994; Mark Levey, 1995; Harold Davis, 1996; Eleanor Bennett and §Joe Malin, 1997; Gary Illingworth and §Ken Tisdell, 1998; §Jo Ann Benci and Ken Hanshaw, 1999; Tom Keyes, 2000; John Vitale, 2001; Bill Schwartz, 2002; Ted Hopkins and Dick Schwebe, 2003; Diane Beecher, §Stan Coop, and §Jerry Lewis, 2004; Don Fisher and Rona Reeves, 2005; §Bill MacAloney and Rob Willardson, 2006; Jim Veregge, 2007; Mark Dixon, 2008; Kathie Porter, 2009; John Brass, 2010; Jim DeKeyser and Burhan Nasser, 2011; Jack Taylor, 2012; Jeff Merill and Judy Norton, 2013; Dave Daniel and Cheryl Kennick, 2014.

RETAILER OF THE YEAR: §Stan Coop, 1975; §Bill MacAloney, 1976; §Eddie Goldstein, 1977; §Pete Uraine, 1978; §Art Jelin, 1979; §A.A. “Bud” Moorman, 1980; Ken Hanshaw, 1981; Eleanor Bennett, 1982; Gary Illingworth, 1983; §Harold Davis, 1984; John Vitale, 1985; Eddie Hoggatt, 1986; Don Fisher, 1987; Fred Brandt, 1988; Diane Beecher, 1989; Les Taylor, 1990; Bob Johnson, 1991; §Jerry Lewis, 1992; Dave Wolff, 1993; Dave Fernandez, 1994; Kathie Porter, 1995; John Brass, 1996; Jim Veregge, 1997; §Bernie Brener; §Jean Dreshner, 1998; Cindy Mulvaney, 1999; Mark Miale, 2000; Mickey Gold, 2001; Andre Mesropian, 2002; Joe Rodriquez, 2003; Pete Hejny, 2004; Manny Marin, 2005, Jim Roesler, 2006; Sue Bargsten, 2007; Steve Nguyen, 2008; Matt Reeve, 2009; Robin Bell, 2010; Gayle DeCaro, 2011; Dennis McIntyre, 2012, Silvia Quiroz, 2013; Laura Taketomo, 2014.

PRESIDENTS AWARD: §Don Lee, 1992; §Louis Vitale, 1995; §A.A. “Bud” Moorman, 1997; Diane Beecher, 1998; Eleanor Bennett, 1999; Mark Dixon, 2007; Debra Zimmerman, 2012.

LIFETIME ACHIEVEMENT AWARD: §Walt Scheck, 1999; §Ken Tisdell, 2001; Larry English, 2001; Charlice Makowski, 2005; Mark Roth, 2006; Tom Ilharreguy 2006; John Vitale, 2010; Terry Fyffe, 2011; §Bill MacAloney, 2012; Gilbert de Cardenas, 2013; Eleanor Bennett, 2014; Kevin Davis, 2014.

SUPPLIER OF THE YEAR: §George Hobbs, 1975; §Lou Agrati, 1976; §Chico Santillan, 1977; Mark Levey, 1978; §Morrie Rosenfeld, 1979; §Ken Tisdell, 1980; §Walt Scheck, 1981; Larry English, 1982; §Bob Garcia, 1983; Ted Hopkins, 1984; Bob Fetzner, 1985; Joe Wilson, 1986; §Claus Simon, 1987; §Joe Malin, 1988; Tom Keyes, 1989; §Creighton Wiggins, 1990; Gary Illingworth, 1991; Paul Yates, 1992; Rob Willardson, 1993; Mark Dixon, 1994; Dick Schwebe, 1995; Jim Allumbaugh, 1996; Paul Christianson, 1997; Rona Reeves, 1998; Bill Schwartz, 1999; Jim DeKeyser, 2000; Burhan Nasser, 2001; Jeff Merrill, 2002; Bill Hankes, 2003; John Brass, 2004; Debra Zimmerman, 2005, Jack Taylor, 2006; Jon Amidei and Bob Dressler, 2007; Paul Miller, 2008; Monica Stone, 2009; Judy Norton, 2010; Ann Dressler and Rey Garza, 2011; Lisa Juarez, 2012; Fred Rowen, 2013; Craig Covell and John Nielsen, 2014.

§ — Deceased.

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President’s Message

Giving back to the DDBC

Cheryl Van Den Hende, Monterrey 2015 DDBC President

By CHERYL VAN DEN HENDE Monterrey, the natural choice 2015 DDBC President

It is my privilege to serve as President of the Dairy Deli Bakery Council (DDBC) of Southern California for 2015 and I thank you for that honor.

When the Council celebrated its 50th year anniversary nearly 5 years ago, I had the honor of organizing the Dinner/Dance. I asked our do-everything Business Manager Susan Steele for any old pictures she had so I could make a slideshow showing the DDBC through the many years. She of course had boxes and boxes of them, and I enjoyed looking through them and was re-ally impressed with the amount of people in attendance at those past events.

We were struggling with our attendance for a while, but I really see the momentum that the past presidents have created over the last several years and I am excited to see what our future brings for this organization.

I can remember attending my first meet-ing and seeing the passion from the Board members and how they truly enjoyed serv-ing. If you have not served on the Board of Directors, I highly recommend it. In the giv-ing of my time through the years, I have learned so much and been able to be a part of something that gives back to the commu-nity through charities, scholarships, and training. We are always looking for volun-teers to help our Board members through-out the year; I encourage anyone thinking about it to contact me or Sue. I promise that it is worth the time.

Connie Thatcher and her 2014 Board did an outstanding job last year, and I promise to work hard to keep that momentum going.

To strengthen and promote the Dairy-Deli-Bakery Council by providing a forum where members can learn, build relationships and share ideas.

DDBC Mission Statement

Thank you everyone that served, we have big shoes to fill, but we are up for the challenge.

My top priority this year will be to work-ing to continue to grow membership, con-tinue to increase event attendance and bring inactive members back to meetings and events. With this I feel that we can add even more value to the members and to the DDBC as a whole. Where else can you mingle with Retailers, Suppliers and Distributors all work-ing toward the better good of the industry?

I cannot wait for everyone to see what we have in store for this year, stay tuned and we will see you at the next meeting.

I want to thank the 2014 Board members who have just finished their term and served so well and welcome in the 2015 new and returning Board members.

I am honored to introduce to you the 2015 Board and their Committee assignments:

• Patti Winsell, First Vice President, Sec-retary, Seminar Committee.

• Sue Bargsten (DPI Specialty Foods), Second Vice President, Election Chairman.

• Lisa Juarez (Cacique, Inc.), Third Vice President, Seminar Co-Chair.

• Bill Mackie (Processors Marketing & Research), Treasurer.

• Cynthia Yarak (Risvold’s), Secretary, College of Knowledge, Housing.

• Connie Thatcher (Advantage Sales & Marketing), Immediate Past President/Ad-visor, Seminar Liaison, Scholarship Commit-tee.

• Susan Steele (DDBC), DDBC Business Manager.

• Tracy Gemoll (Food 4 Less), College of Knowledge Co-Chair, Membership.

• Matt Hebert (Insight Food Sales), Website, Golf Committee Co-Chair.

• Dave McDonald (Stremick’s Heritage Foods), Big Cheese, Golf Committee Co- Chair.

• Silvia Quiroz (Cardenas Markets), Golf Tournament Chair, Dinner Dance Co-Chair.

• Laura Taketomo (Food 4 Less), Seminar Chairman.

• Nancy Tyler (Acosta Sales & Market-ing), Dinner/Dance Chair.

• Jim Veregge (Unified Grocers), Program Committee; Historian.

• Miriam Welch (Albertsons), Member-ship.

• Liz Wilson (Ralphs), Election Co-Chair, Membership.


DDBC Happenings By JIM VEREGGE Unified Grocers 1996 DDBC President

At the recent Past President’s Luncheon, it was decided by the past DDBC Presidents to honor two very special individuals with the 2015 DDBC “Hall of Fame Award”: Cheryl Kennick of the City of Hope and Dave Daniel, editor of the DDBC News. Our rationale for these awards is listed as fol-lows:

Cheryl Kennick: We felt Cheryl has shown outstanding support not only for the Dairy Deli Bakery Council, but also for many other key industry trade associations over the past several years. She has been the most visible representative with any chari-table organization to regularly attend and support the DDBC, and has also been ex-tremely helpful in facilitating many in the food industry in getting treatment at the City of Hope’s amazing facilities in the hope of finding a cure for cancer and many other

important diseases. In addition, the DDBC’s support and relationship with the City of Hope goes all the way back to the founding of our organization in 1960, and by recog-nizing Cheryl for her outstanding support, we hope to further strengthen that relation-ship for many years to come.

Dave Daniel: This year, Dave Daniel is celebrating his “silver (25-year) anniver-sary” with the DDBC, and has been the Council’s “editor-in-chief” for more years than anyone serving in that capacity. He has attended more DDBC events in his 25- year relationship with the Council than any member, and he has proven to be one of our biggest supporters. His coverage of the DDBC his been exemplary, and the Past Presi-dents felt that it was the perfect time to honor his years of service to the Council with the Hall of Fame award this year. Dave and his wife Mary have become part of the “DDBC Family” and this award simply was our way of showing the Council’s gratitude for his

News. Please join us in congratulating both

Cheryl and Dave for their richly deserved awards and plan on attending the February Awards meeting to show our (and your) support to both of them. There will be a spe-cial video presented and all past DDBC Award Winners are asked to be present.

Also this year we will present Tom Keyes (John J. Wollack Co.) with the Lifetime Achievement Award at one of our meetings to be determined.

Also scheduled as guest speakers for the coming year include a well-known USC and NFL football player; the Jean Dreshner Me-morial Casino Night in July; a possible re-turn to an August meeting in support of the City of Hope Town Bazaar.

September, of course, is our 47th National DDBC Seminar at the Laguna Cliffs Marriott (see registration form elsewhere in this is-sue), followed by meetings in October and Election Night in November. It promises to be a great year ahead. many years of terrific coverage in the DDBC

1518 Arrow Highway, Suite E, La Verne, CA 91750(909) 392-9650 T (909) 392-9680 F W jbrasscompany.com

Everyone here at J Brass Company is proud to congratulate the 2014 DDBC

Award Winners on their great honor.

2014 Hall of Fame Inductees:Cheryl Kennick, City of Hope

Dave Daniel, Pacific Rim Publishing Co.

2014 Retailer of the Year: Laura Taketomo, Food 4 Less

2014 Suppliers of the Year:Craig Covell, Reynaldo’s Mexican Foods

John Nielsen, Acosta

Everyone at Monterrey is proud to congratulate all of the

2014 DDBC Award Winners!

2014 Hall of Fame Inductees:Cheryl Kennick, City of Hope

Dave Daniel, Pacific Rim Publishing Co.


2014 Suppliers of the Year:Craig Covell, Reynaldo’s Mexican Foods



2014 Hall of Fame Inductee

Cheryl Kennick, City of Hope

Cheryl Kennick

1983 — Harry Schneider. 1984 — Sam Freed, Ralph Levey. 1985 — Pete Uraine. 1986 — Al Berger. 1987 — Eddie Goldstein, George

Hobbs. 1988 — A.A. “Bud” Moorman. 1989 — Morrie Rosenfeld, Claus

Simon. 1990 — Otto Schirmer, Andy

Stylianou. 1991 — Ray Ferry. 1992 — Bob Garcia, Art Jelin. 1993 — Lou Agrati. 1994 — Bernie Brener. 1995 — Mark Levey. 1996 — Harold Davis. 1997 — Eleanor Bennett, Joe Malin. 1998 — Gary Illingworth, Ken Tisdell.

DDBC of Southern California Hall of Fame

1999 –– Jo Ann Benci, Ken Hanshaw. 2000 — Tom Keyes. 2001 –– John Vitale. 2002 –– Bill Schwartz. 2003 –– Ted Hopkins, Dick Schwebe. 2004 –– Diane Beecher, Stan Coop,

Jerry Lewis. 2005 –– Don Fisher, Rona Reeves. 2006 –– Bill MacAloney, Rob

Willardson. 2007 –– Jim Veregge. 2008 –– Mark Dixon. 2009 –– Kathie Porter. 2010 –– John Brass. 2011 –– Jim DeKeyser, Burhan

Nasser. 2012 –– Jack Taylor. 2013 –– Jeff Merrill, Judy Norton. 2014 –– Dave Daniel, Cheryl Kennick.

By DAVE DANIEL Editor, DDBC News

Cheryl Kennick has been associated with the Dairy Deli Bakery Council (DDBC) for more than 30 years … the last 19 of them as the Senior Director of Philanthropy of the Food Industries Circle for the City of Hope.

It is her long-time association with the Council, however, that helped her be elected to the DDBC Hall of Fame. “I am humbled and honored to be recognized by my peers,” she said. “They sell dairy and deli and I sell hope. Together, we’re a pretty good combi-nation.”

As she begins her 19th year with City of Hope, she estimates she has raised well in excess of $67 million from all of the divi-sions (i.e. Dairy-Deli, Wine & Spirits, Bak-ery, Produce, others) under the Food Indus-tries Circle. There also are other fund-rais-ing groups for about 20 different industries.

She leads the Food Industries Circle an-nual fundraising campaign, which includes dozens of events and programs. Each year, the campaign culminates with the Harvest Festival of Hope, a black-tie gala and silent

auction with hundreds of attendees, which raises more than $800,000.

“The Industry’s contribution for our an-nual women’s cancers fundraiser, Walk for Hope, was more than $85,000 between the Produce Industry and Smart & Final in spon-

Continued on Page 18

sorships for 2014. The Produce Industry also donated more than $90,000 of product, which was given out to the 9,000 participants,” she said. “My hope is that with the Food Industry support, we can walk just for the exercise some day.”

The Food Industries Circle campaign in-cludes consumer programs such as United for Hope, Kids 4 Hope, rebates and cause- marketing. Others, such as employee giv-ing and the Planned Giving Industry Chal-lenge, led by Dick and Carole Spezzano, also add to the industry’s support of City of Hope.

City of Hope is one of only 41 compre-hensive cancer centers, the highest desig-nation bestowed by the National Cancer Institute for excellence in cancer treatment, research, prevention, and education. It maintains the No. 1 hematology and pros-tate cancer programs in California, based on the number of patients treated.

A pioneer in bone marrow transplanta-tion, City of Hope has performed more than 12,000 transplants, one of the largest pro-grams in the United States. City of Hope is also a pioneer in diabetes research and treat-ment. Millions of people with diabetes ben-efit from synthetic human insulin, devel-oped through research conducted at City of Hope. In 2014, the Diabetes & Metabo-lism Research Institute was created, expand-ing the diabetes program to further basic and translational research efforts.

City of Hope has earned the highest rat-ing – four stars – from the nation’s leading charity watchdog, Charity Navigator, in eight consecutive evaluations. That puts City of Hope among the top 2 percent of all charities rated.

The list of achievements in research, drug discovery (more than 200 patents), clinical trials (more than 300), and numerous other accolades is a long one, but as Kennick points out, it is the philanthropic support that makes it all possible.

When you first walk through the door. you are greeted by a volunteer. That’s our patients’ introduction to the compassion-ate care we are known for. Everyone is treated with the same compassion and never

Minute Maid and Acosta are proud to congratulate the 2014 DDBC Award Winners on their well-deserved honors.

Laura TaketomoFood 4 Less

Retailer of the Year

Craig CovellReynaldo’s Mexican Foods

Supplier of the Year

John NielsenAcosta


Cheryl KennickCity of HopeHall of Fame Inductee

Dave DanielPacific Rim Publishing, Co.Hall of Fame Inductee



Dave Daniel, DDBC News

Dave Daniel

Editor celebrating 25 years at helm of Council magazine


Dave Daniel celebrates his 25th Anniver-sary as editor of DDBC News magazine in February and figures his good attendance over the years is the main reason he is be-ing inducted into the Dairy Deli Bakery Council Hall of Fame.

“If you stick around long enough and just show up, good things are bound to happen sooner or later,” he said.

Since becoming Editor for the March 1990 issue, Daniel has missed a total of four Council functions. He missed his first regu-lar membership meeting in July 2005 while he and wife Mary were on vacation in Greece. The only other meeting he missed was November 2012 when he had a case of the flu. He missed one Deli College of Knowledge in the early 2000s and the per-son he sent to cover the event won a televi-sion in the door prize raffle. He missed one National Seminar … the one on the cruise ship to Mexico … because of a deadline for another publication.

“Other than those four meetings, I have been pretty much there for most goings-on since we took over the magazine,” he said.

“My former business partner, Gary Ellis, once asked me why I kept going to the meet-ings and writing the stories,” Daniel said. “He thought I should send someone else to cover the meetings. I told him ‘I like it. I like the people. This is a good group.’ And I still feel that way.”

Daniel recalled the early days. “I always said the magazine belongs to the Council that I was just the mechanic to keep it run-ning. I didn’t even run my own by-line for the first 12 years or so. My thoughts were to present a professionally written magazine that was consistent in format and that would never embarrass the Council or any of its members. I still hold those ideals.”

He credits former Executive Director Bud Moorman, former President Dick Schwebe, and members such as Charlice Makowski, as making sure he was introduced to mem-bers at every meeting. “I was used to every-

one having a number on their back and look-ing them up in a program,” he said of his days as a sportswriter. “But eventually I got to know so many great people in the Coun-cil and I consider them my friends.”

Ellis founded the company Ellis & Asso-ciates in 1978 and did employee newsletters for such retail chains as Safeway (the first time they were in Southern California), Thriftimart, Lucky Stores, Hughes Family Markets, and other food-related clients, in-cluding Frozen Facts Magazine for the Fro-zen Foods Council.

Daniel became a partner in Ellis & Asso-ciates in 1988 after leaving a longtime career as a sports writer. He began at the Long Beach Independent Press-Telegram, moved to the now-defunct Pomona Progress-Bul-letin before joining the NCAA in Kansas City as editor of the NCAA News.

“That was a unique experience and gave me a national perspective on college athlet-ics,” he said. “I was in charge of a publica-tion that was sent to University and College presidents, Faculty Athletic Representa-tives, Athletic Directors, and Head Coaches in a number of sports at every institution.

“I also worked the Final Four basketball championships during the John Wooden era, the College World Series, and other na-tional championship events. I was able to meet many nationally prominent individu-

als and those who were on their way to pro-fessional stardom.”

After approximately three and a half years in Kansas City, he was tapped to cover the Dodgers for the Santa Monica Evening Outlook (also now defunct) and returned to Southern California in 1976, just in time to report to spring training in Florida for Walter Alston’s final season as manager. He also covered the Dodgers the next year in Tommy Lasorda’s first year as manager.

“I got my share of traveling those two years,” Daniel recalled, “but it wasn’t quite the same as most jobs that require travel. Baseball teams might spend three days in Cincinnati, three days in Atlanta then three days in Houston before coming home for 10 days. Then it would be three days in San Francisco, three days in San Diego and three days in St. Louis … or Chicago or Pittsburgh, Philadelphia, New York or Montreal. And when you are home, you are working nights covering games. It made for a tough family life and Mary gets all the credit for making sure our three kids turned out right.”

He became the sports editor of the Out-look and began covering the Rams and Lak-ers but remains active in the Baseball Writ-ers Association of America (BBWAA). He has been secretary of the Los Angeles-Ana-heim Chapter of the BBWAA since 1981 and has been a voting member for the Baseball Hall of Fame since 1986.

He returned to the Long Beach paper as an Assistant Sports Editor and stayed there until he joined Ellis, whom he had worked with in his first stint in Long Beach.

It was Ellis who was instrumental in get-ting the-then Deli News job. He did all the legwork and sold the idea to the Council. A year later, he and Daniel started USC Re-port, a weekly tabloid newspaper for USC’s football team. That project ran for 19 sea-sons before Daniel closed it down after Pete Carroll left as head coach to join the NFL.

“We were so smart we started the year the team went 3-8. The coach was Larry Smith and he was not popular with the fans and alumni,” Daniel said. “The team struggled for the next several years until Carroll took over and sports writing became fun again.”

Pacific Rim Publishing is proud to congratulate our own

Dave “Double-D” Danieland all of the 2014 DDBC Award Winners.

Cheryl KennickCity of Hope

Hall of Fame Inductee

Dave DanielPacific Rim Publishing Co.Hall of Fame Inductee

Laura TaketomoFood 4 Less

Retailer of the Year

Craig CovellReynaldo’s Mexican Foods


John NielsenAcosta



2014 Retailer of the Year

Laura Taketomo, Food 4 Less

Laura Taketomo


1975 –– Stan Coop. 1976 — Bill MacAloney. 1977 — Eddie Goldstein. 1978 — Pete Uraine. 1979 — Art Jelin. 1980 — A.A. “Bud”

Moorman. 1981 — Ken Hanshaw. 1982 — Eleanor Bennett. 1983 — Gary Illingworth. 1984 — Harold Davis. 1985 — John Vitale. 1986 — Eddie Hoggatt. 1987 — Don Fisher. 1988 — Fred Brandt. 1989 — Diane Beecher. 1990 — Les Taylor. 1991 — Bob Johnson. 1992 — Jerry Lewis. 1993 — Dave Wolff. 1994 — Dave Fernandez.

1995 — Kathie Porter. 1996 — John Brass. 1997 — Jim Veregge. 1998 — Jean Dreshner. 1999 –– Cindy Mulvaney. 2000 — Mark Miale. 2001 –– Mickey Gold. 2002 –– Andre Mesropian. 2003 –– Joe Rodriquez. 2004 –– Pete Hejny. 2005 –– Manny Marin. 2006 –– Jim Roesler. 2007 –– Sue Bargsten. 2008 –– Steve Nguyen. 2009 –– Matt Reeve. 2010 –– Robin Bell. 2011 –– Gayle DeCaro. 2012 –– Dennis McIntyre. 2013 –– Silvia Quiroz. 2014 –– Laura Taketomo.

DDBC of Southern California Retailers of the Year

A busy year lies ahead for General Chairman of the National DDBC Seminar By DAVE DANIEL Editor, DDBC News

Laura Taketomo attended her first Dairy Deli Bakery Council (DDBC) meeting in April 2005 when her close friend Lisa Juarez re-ceived the Big Cheese Award.

Fast forward 10 years and Taketomo is serving as General Chairman of the 2015 National DDBC Seminar and Juarez is serv-ing as her Co-Chair. “She didn’t have a choice at the job,” Taketomo said. “She is my best friend and I told her she was doing it. She started calling on me 11 years ago and we had an instant connection and friendship.”

That kind of succinct decision-making and delegation is one of the big reasons Taketomo, now at Food 4 Less after a long stint with sister company Ralphs, was se-lected as the 2014 DDBC Retailer of the Year.

“The Seminar theme is ‘Teamwork,’” she said. “I picked this topic for a number of reasons. Most people think of teamwork in terms of their immediate workplace, but in

our industry, suppliers, brokers and retail-ers all must work together for shared suc-cess.

“I have been blessed with truly great part-nerships in my role as Category Manager over the years to create great promotions, schematics and programs that resulted in year over year sales and margin growth that benefitted both sides of the table.

“I have never believed in the heavy fisted approach as a buyer. By being tough but fair, and having the desire to make it work for both sides, I have found that I have got-ten more success, more help and great rela-tionships in the end.”

Past President Sue Bargsten, now at DPI Specialty Foods, worked along Taketomo at Ralphs for years. “Sue tried to get me in-volved with the DDBC for 15 years,” Taketomo admitted, but I did not start at-tending regularly until 2012. Now that my children are older, I have more time.”

She was elected to the Board of Direc-tors in 2013 and immediately got to work. She served as Chairman of the Spring Golf Tournament Committee and made some posi-tive changes.

“The tournament had been at California Country Club for years and they were al-ways so wonderful to us, but attendance had been slipping and we needed a change. I hustled around to check out 12 different courses and we settled on Tijeras Creek in Rancho Santa Margarita. Attendance in-creased and so did the profits each of the last two years … and we are going back there again this year,” she said.

She also sells raffle tickets at all DDBC events, which gives her a chance to interact with everyone. “I am grateful to be able to serve on the Board and various Committees and the responsibilities that come with those tasks. I appreciate working for a company that not only supports the DDBC, but en-courages participation as well.”

Despite a recent shift to Category Man-ager in GM/HBC at company request, Taketomo earned her chops (pun intended) in the Meat Department at Ralphs. She started as a temporary employee 26 years ago in the Meat & Seafood Department and worked her way up to Category Manager.


Joe Falvey, Senior Vice President and President, Market Centre Inc., for Unified Grocers, Inc., was elected the 2014-2015 California Grocers Association Chairman of the Board of Directors at the Association’s Annual Meeting on Dec. 5, 2014.

As Chair, Falvey will oversee CGA’s numerous legislative, edu-cational, communications and in-dustry-related programs. The As-sociation is comprised of more than 300 retail companies operat-ing more than 6,000 stores in Cali-fornia and Nevada. The chair serves for one year. He succeeds Immediate Past Chair Mary Kasper, Fresh & Easy.

“Joe’s extensive knowledge of the grocery industry, particularly here in California, will be of tre-mendous value to the Associa-tion,” said CGA President and CEO Ronald K. Fong. “He has strong professional relationships throughout the industry and is very well respected by his peers. The Board and staff look forward to his leadership in the coming year.”

At Unified Grocers, Falvey is responsible for Market Centre, the company’s subsidiary that distributes, sells and markets specialty,

Industry News

Unified’s Falvey heads CGA for 2015 natural, ethnic foods, as well as candy, general merchandise and seasonal products and services.

In addition to Falvey, the following individuals were elected to the 2014-2015 CGA Board of Directors Executive Committee: First Vice Chair, Kevin Konkel, Raley’s; Second Vice Chair, Diana Godfrey, Smart & Final Stores; Treasurer, Jim Wallace, Albertsons, LLC; Sec-retary, Bob Parriott, Twain Harte Market; and Immediate Past Chair, Mary Kasper, Fresh & Easy.

Chairman’s appointments to the Executive Committee include: Dave Jones, Kellogg Company; Kendra Doyel, Ralphs Grocery Com-pany; and Kevin Arceneaux, Mondelez International Inc.

Directors elected to their first full three-year term include: Rich Arnold, Oberto Brands; Art Jackson, Costco Wholesale; Lynn Melillo, Bristol Farms; and Denny Silva, Coca-Cola Refreshments.

Directors elected to their second three-year term include: Brent Cotton, The Hershey Company; Casey McQuaid, E. & J. Gallo Win-ery; Dan Meyer, Stater Bros. Markets; Phil Miller, C&S Wholesale Grocers; and Mike Stamper, Nestle, DSD.

Former CGA Chair Kevin Davis, Bristol Farms, was elected an honorary board member.

The California Grocers Association is a non-profit, statewide trade association representing the food industry since 1898. CGA represents approximately 300 retail members operating more than 6,000 food stores in California and Nevada, and approximately 200 grocery supplier companies.

Consumers will seek more from their food in 2015, whether stron-ger flavors, alternative sweeteners, or snacks made with every-thing from plant-based meat to even marijuana. That is according to predictions from the editors of Specialty Food News, the daily newsletter from the Specialty Food Association.

The $88.3 billion specialty food industry is driven by innovation and small-batch production. Six out of 10 U.S. consumers purchase specialty food, and those numbers are expected to rise in 2015, according to Association research.

“Food producers are tapping into the growing sophistication and buying power of today’s consumers,” says Denise Purcell, editor of Specialty Food News. “They are catering to new demands for better ingredients, sustainable packaging, and more convenient ways to shop and eat.” Here is the list: Fresh Food Delivery Arrives

Grocery delivery tests will give way to far improved services. Embracing Alternative Proteins

Cricket flour, and meat and cheese made from plants, will gain more fans. Snack Bar Stampede

Bolder flavors and ingredients mean a whole new image – and opportunity – for snack bars. Asian Food Roots

American consumers reach beyond Chinese, Japanese, and Thai to discover new regional foods, from Vietnamese to upscale ramen.

Tea’s Time Tea is getting the high-end treatment from ingredient upgrades

to elegant cafe experiences. Sweetener High

More shoppers are swapping added sugars for alternative natu-ral sweeteners, from stevia to reimaginings of honey and maple syrup. Packaging Revolution

Transparent labeling is a boon for business and sustainable packaging gives producers another badge of pride. Culinary Cannabis

Marijuana is the latest herb to grace baked goods and candies for that extra punch. Generation Z Raises Its Voice

Its elders (born in 1995) have reached the age of influence, and their purchasing power will only grow from here. Super Bowls

Superfood mania, on-the-go convenience, and healthful fast- casual dining make bowls the go-to vessel. Bonus: Other Trends to Watch

Small-batch, local yogurt; the next superfood contenders: kaniwa, baobab, soursop; the next kale: seaweed, cauliflower. Learn more about these predictions in the just-released article in Specialty Food News. Access and download infographic: Specialty Food Trends Forecast 2015.

Top 10 Food Trends in Specialty Foods for 2015


2014 Supplier of the Year

Craig Covell, Reynaldo’s

Craig Covell


1996 — Jim Allumbaugh. 1997 — Paul Christianson. 1998 — Rona Reeves. 1999 –– Bill Schwartz. 2000 — Jim DeKeyser. 2001 –– Burhan Nasser. 2002 –– Jeff Merrill. 2003 –– Bill Hankes. 2004 –– John Brass. 2005 –– Debra Zimmerman. 2006 –– Jack Taylor. 2007 –– Jon Amidei and Bob Dressler. 2008 –– Paul Miller. 2009 –– Monica Stone. 2010 –– Judy Norton. 2011 –– Ann Dressler and Rey Garza. 2012 –– Lisa Juarez. 2013 –– Fred Rowen. 2014 –– Craig Covell and John

Nielsen.

1975 — George Hobbs. 1976 — Lou Agrati. 1977 — Chico Santillan. 1978 — Mark Levey. 1979 — Morrie Rosenfeld. 1980 — Ken Tisdell. 1981 — Walt Scheck. 1982 — Larry English. 1983 — Bob Garcia. 1984 — Ted Hopkins. 1985 — Bob Fetzner. 1986 — Joe Wilson. 1987 — Claus Simon. 1988 — Joe Malin. 1989 — Tom Keyes. 1990 — Creighton Wiggins. 1991 — Gary Illingworth. 1992 — Paul Yates. 1993 — Rob Willardson. 1994 — Mark Dixon. 1995 — Dick Schwebe.

DDBC of Southern California Suppliers of the Year

Winding down an outstanding career in food industry sales By DAVE DANIEL Editor, DDBC News

Craig Covell has looked at the supplier sphere of the food indus-try in Southern California from three distinct sides during the past 30 years as he begins to wind down a stellar career, including the past 10 years at Reynaldo’s Mexican Foods, headquartered in Vernon.

Covell is one of two 2014 DDBC Suppliers of the Year as he heads into retirement. “I am going to continue to work part-time for Reynaldo’s for a year or two and see what happens after that,” he said. “I have other plans, including family time, golf, travel and just enjoying life … I hope, anyway.”

Covell has seen Reynaldo’s grow since he joined the company in 2004 when it was acquired. Reynaldo’s has a product line of eight key products under its own label, but also does extensive private label products for well-known retailers throughout the west. “Our No. 1 seller is our 12-ounce chorizo, followed by our 8-ounce pud-ding, but our other lines continue to grow,” he said.

“The explosive growth of the independent retailer has been the biggest opportunity in the grocery business,” he points out. “Com-

panies that have focused on this class of trade have enjoyed great growth.

“Alternative channels have also experienced large growth and a consumer packaged goods company must sell across all channels to continue to grow and survive in any marketplace,” he said.

And that is just what he has accomplished at Reynaldo’s after beginning his career with a 10-year stint at Crown BBK brokerage, fol-lowed by 9 years with John Morrell Food Group as District Sales Manager. “There is a huge difference is working for a company the size of Reynaldo’s compared to a na-tional manufacturer like John Morrell,” he said.

“We can make instant decisions here. We can react to different aspects of the busi-ness, such as raw material prices, packag-ing, specific customer requests … instead of going through layers and layers of a big corporation. That is something I didn’t know when I worked for John Morrell.

“Big national packers can react to com-modity prices, which can vary from day-today, so they are somewhat nimble, but smaller companies like ours literally can make a decision in a few minutes if need be.”

He hopes to continue that spirit on a part- time basis. “I have done just about every-thing here in the last 10 years,” he said, “from Director of Sales, National Accounts, and other jobs. At a smaller company, you


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2014 Retailer of the Year: Laura Taketomo Food 4 Less

2014 Suppliers of the Year:Craig Covell Reynaldo’s Mexican Foods

John Nielsen Acosta

Insight Food Sales, Inc. is proud to congratulate

the 2014 DDBC Award Winners!

Congratulations to Craig Covell of Reynaldo’s Mexican Food Company for being awarded the DDBC Supplier of the year for 2014!

Thank you for all the years of service and dedication to the industry!

Best Wishes,Your Teammates, Friends and Colleagues at Reynaldo’s Mexican Food Company LLC




John Nielsen

Longtime member gives credit to those who work with him By DAVE DANIEL Editor, DDBC News

John Nielsen is gracious and humble about being selected as one of two Suppli-ers of the Year for 2014 by the Dairy Deli Bakery Council (DDBC) of Southern Cali-fornia. He also knows how he received the honor.

In his post as Team Leader/Kroger West for Acosta, he is Director of a team that in-cludes seven Business Managers, three Assistant Managers, and three Merchan-disers that handle Acosta’s perishables busi-ness at Ralphs Grocery Co. and Food 4 Less.

“I am working with a great bunch of people and they make me look good,” he said. “I really don’t have to manage much at all. I am sure that is why I am receiving this honor. That’s how you become Supplier of the Year – just have good people working with you.”

Nielsen has been at Acosta for 14 years, but traveled a meandering path to arrive at the spot he is at now. He was born in Penn-sylvania, but his family moved to Connecti-cut when he was two years old.

His first job in the food industry was at age 16 in Cristino’s Market in Manchester, Conn., located about nine miles from Hart-ford. “I worked in soda pop,” he recalled. “I would stock the shelves and then handle the returns back in the day when all the soda bottles were returnable. Another boy and I were hired at the same time and the owner of the market said the one who worked the hardest would get the job in two weeks.

“I worked really hard for two weeks, but I didn’t get the job. Later, I found out the other boy was the owner’s nephew. That was my first lesson in business,” he recalled.

Even though that short-lived job was his introduction into the food industry, he al-ready had an interesting resume, which started at age 9 shining shoes on Main St. in Manchester. By age 10, he had two paper routes … delivering the afternoon Manches-

ter Herald and the morning Hartford Cou-rant, the nation’s oldest newspaper. He held those posts until he was 14.

He also set pins in a bowling alley for 50 cents a game and shot pool for money. “Nothing is more stressful than playing a game of pool for money ... and not having it if you lose,” he said.

Then he picked tobacco for two summers in 1964 and ’65. “Tobacco was a big crop in Connecticut at the time,” he said. “It was broad-leaf tobacco that was used as a wrap-per for cigars.”

The best thing that happened to him in 1964 was he met his wife, Debbie. They were in the eighth grade and have been married 43 years. “Her family moved to California in 1968 when we were in high school. I wanted to go to college, but it was too expensive for me then. It cost around $4,000 to attend UConn (U. of Connecticut) and I didn’t have the money.”

Nielsen’s father had been killed in the Korean War, but John was able to use the benefits of his father’s G.I. Bill for school. He moved to California in 1969 and began classes at Orange Coast College in Costa Mesa before transferring to Long Beach State and earning his B.A. in American His-tory by 1974. “The G.I. Bill only paid for four

years, so I had to get through in that time span,” he said.

Debbie had become a nurse, so John re-turned to OCC to become a respiratory thera-pist. “I thought that made sense, but it didn’t work out. I found out I didn’t like death.”

That’s when he joined the food industry in California. He took a job at Bradshaw, Inc.- South in 1976, working first in merchandis-ing, then in grocery, and finally in Beer- Wine-Spirits, where one of his co-workers was Connie Thatcher, the 2014 President of the DDBC.

He remained at Bradshaw for 15 years – until moving to Normark & Associates, one of the top perishables broker in the area … except he wasn’t working with perishables there. “I was the director of Frozen/Grocery,” he said.

He became acquainted with the DDBC while at Normark, thanks to Mark Dixon, a Past President and a DDBC Hall of Famer whom he still works with at Acosta.

He remained at Normark until that com-pany was acquired by Kelley-Clarke. Nielsen moved to Marketing Specialists until that company closed its doors in 2000 and he moved to Acosta, where he reps such lines as Minute Maid, Welch’s, Heinz, and Pin-nacle, but is responsible for all the lines his Business Managers handle for Acosta.

While work takes up most of his time, he and Debbie love to spend time with their five grandchildren. John is a big sports fan and likes to go to Dodgers games, along with an occasional outing to the Angels. “I also play golf, but I stink at it,” he said. “Stay away from the right side of the fairway when I hit. If you’ve seen me play, you know to always stay on the left side.”

He also enjoys river rafting, having taken trips down the Kern, American, and King Rivers, which have many areas for experts only. “I have been 7 or 8 times and always go with a group of guys. Not everyone likes to go over waterfalls and through the rap-ids,” he noted.

He also has been on the Colorado River, but the pretty tame portion along Laughlin, Nev. for an annual event known as the “Float.” “It takes 5 hours to go 7 miles,” he


La Mexicana Food Products4601 Pacific Boulevard, Vernon, CA 90058

LA MEXICANA

We are proud to congratulate John Nielsen of Acosta - DDBC Supplier of the Year


Continued from Page 8


Cheryl Kennick, City of Hope


Dave Daniel, DDBC News Continued from Page 10

left alone. It is a pleasure to work in an in-dustry that makes such a difference today and in the legacy they want to leave for a better tomorrow.”

City of Hope not only has a network of community clinics in Los Angeles and Riv-erside Counties, it is part of an international collaboration effort of some 500 projects at 400 institutions in 40 states and more than 30 countries. “No matter where you live, chances are we’re working with an institu-tion near you,” said Cheryl.

She has helped scores of people from the food industry looking for information on care for their family and friends. “All I do is get the door at City of Hope open for someone, and let the angels do their work. I follow up, to make sure they get what they need. My heart breaks when a man calls seeking help for his wife, daughter, mother - any woman he loves. You can always hear the tears in their voice, wanting to do anything they can for their loved one.”

Kennick, a native of Albany, New York and her family moved to Pasadena the year after she graduated from high school. She worked at Security Bank and Casablanca Fans before joining the food industry with KDS Marketing in 1982, where she was an

account coordinator. She worked as the in- house rep for Bradshaw South, Westward Ho Markets and Vons Grocery.

She had a brief stint with Jo Ann Benci’s company before moving to Total Access Marketing from 1992 to 1995 as an account executive before joining the City of Hope.

She also is highly visible in other food organizations, such as the Frozen Food Council, the Produce and Floral Council, and FISMC (Food Industry Sales Manager Club). “They all support the City of Hope and I believe in giving back to them,” she said.

Kennick was the DDBC’s Big Cheese in 1995. She serves as an Illuminator, an in-dustry group that supports the CGA and WAFC. She also served on their board.

She was presented a Spirit of Life Award from the Produce Industry, along with a $10,000 donation for City of Hope. She re-cently attended the USC Executive Program, is on the committee for Southern California in the Network of Executive Women, and is a supporter of the Boy Scouts.

Among her other honors, she will be pro-filed as a “Woman of Influence” by the Grif-fin Report in February. She also was a ‘Woman of the Industry’ by FISMIC. She took part in the Olympic Torch Relay in 2002, chosen by Coca Cola.

Her husband John died of a heart attack at age 57 and she lost her long-time partner Jack Murphy, last November. “I had known him since I was 19. He was a long-time fam-ily friend. We were together 10 years. He was proud of my accomplishments and of the industry,” she said. “He was looking forward to Awards Night.”

She has strong family ties. Her sister Angela, and niece – also Angela – own and operate Angela’s Italian Kitchen in San Dimas. Her mother, Connie, 85, still rolls the meatballs for the restaurant. “They have been open for six years and have won an award every year they’ve been in business,” she said proudly.

She has a wide range of interests when she is not raising funds. “I like to ride my bike with my yellow lab GiGi and go to spin class. Jack and I owned a champion horse, China Cowboy. When we weren’t riding him, he spent his time as a therapy horse for autistic children. China passed away at 23 years old last April.”

She also enjoys home improvement projects. “There is always something to do,” she points out. She likes cooking, en-tertaining family and friends, working in the garden and enjoys browsing antique stores.

Please join the DDBC in saluting Cheryl on her induction into the Hall of Fame.

Ellis and Daniel split the partnership in 1998 when one of the company’s accounts, Managed Pharmacy Care, tapped Ellis as Ex-ecutive Director. Daniel kept the publish-ing end, known as Pacific Rim Publishing, and reformed it with Mary as his business partner.

“She’s the brains behind our success,” he said, “just like she always has been. She runs the office, acting as receptionist, book-keeper, payroll clerk and chief financial of-ficer, secretary, public relations department,

head proofreader for every item that leaves the office before it goes to the printer, and anything else you can think of. I have been fortunate to have her as a partner in every aspect of my life, so this award goes into the community property category.”

The Daniel’s three children all also have long-time experience in their chosen jobs. Daughter Lisa Barsh has worked for Varsity Spirit, headquartered in Memphis, for 25 years. Son Jim has had the same position with a national accounting company for the same amount of time. Son Jeff has worked at Unified Grocers for 17 years. Each of the

kids has two children each, giving Dave and Mary six grandchildren – five boys and one girl.

“Being selected to the Hall of Fame is a great honor,” Daniel said. “I was speech-less when I was informed the Past Presi-dents had elected me. I was never the seller of a product, the buyer of one, or a manu-facturer, broker or distributor of one. But I was there to meet and greet those people for a long time. I’m glad they noticed.”

Please join the DDBC on saluting Daniel on being inducted into the DDBC Hall of Fame.

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Laura Taketomo, Food 4 Less Continued from Page 12

“I had worked as a temp for a year in the Accounting Department and was ready for a change,” she recalled. “An opening came up in the Meat Department and I moved there as a Cost Order Clerk. This was in the days before we had computers, so I would get carbon copies of orders, call the suppli-ers, coordinate with the stores, and then type the ads. I think this post is called Assistant Category Manager Support now and every-thing is done on the computer.”

She recently moved to GM/HBC with the condition she would remain involved with

the DDBC, to which the company readily agreed. “There are nearly three times as many SKUs here than we have in the Meat Department,” she said. She is responsible for filling the shelves for 130 stores since 14 were scheduled to close in Las Vegas at the first of the year.

Taketomo’s daughter, Jenny, is a three- time winner of a DDBC Scholarship. She will graduate from Cal State Los Angeles in March with a degree in Criminal Justice. Her son Justin saw a budding hockey career end recently because of injuries and currently is looking for a job.

Taketomo enjoys going to movies and loves reading, but also enjoys playing games with family members. “We play any and every type of card game,” she said, “and somewhere on my father’s side, they fig-ured out a way for money to change hands on every game, no matter what it is.”

Laura is the only member of her family to work in the food industry. Her mother was a homemaker and her father was a Director at Rockwell International who helped shepherd the B-1 Bomber program.

Please join with the DDBC on congratu-lating her as the Retailer of the Year.

have to wear a lot of different hats. About the only thing I have not done is know how to make the products.

“I will still be calling on Unified Grocers and a couple of other accounts,” he said of his future endeavors. “I also will call on con-venience stores with our burrito lines and I may do all kinds of different things … what-ever they want me to do or whatever they have a need for me to do.”

Covell and Lonnie Cope handle sales from the Vernon office while former DDBC Board member Tammy Wilson covers North-


Craig Covell, Reynaldo’s Mexican Foods ern California for the company. “With a small sales force, we have to remain in almost con-stant contact,” he said.

“The best part of my job has been the customers I call on. We have a very good group of retailers that buy our products … from the big chains to the Unified Grocers accounts. This is a great industry with a lot of good people in it. We are fortunate we are in this business and not in some other industries that are not doing as good,” he said.

“I am honored and pleased to be recog-nized by the DDBC,” he added. “I have

spent a lot of years working in the trade and I have not spent enough time with the Coun-cil because of work schedules and travel, but I have always encouraged others to be involved … and I still plan to be around another year or two.”

He also has some ideas for a couple of trips he would like to take with Noelle, his wife of 46 years. “We would like to see Italy and China,” he said. “China is so interest-ing to me … from Shanghai to the Forbid-den City to Peking. My wife is with the Monrovia Unified School District, which had a group of students and teachers visit-ing from China recently. We got to meet them and that is why we have an interest in going there.”

He hasn’t mapped out an itinerary or made reservations yet, but there is time for that.

He also will get to spend more time on his boat at Lake Havasu. “We don’t water ski or fish, but we do like to catch a few rays and have a couple of cold ones,” he said. “And go fast.”

He also likes to play golf, although he admits he isn’t very good at it.

Please join the DDBC in congratulating him on his selection as 2014 Supplier of the Year.

said with a smile, “and there is a lot of drink-ing involved.”

His other hobby is his 1969 Karmen Ghia, which is 80-90 percent restored. “It is driv-able, but it still needs some trim,” he said. “I



John Nielsen, Acosta had an Austin Healy Sprite before and I al-ways wanted an older, small, convertible … and this came along at the right price.”

And Nielsen came along at the right time, too. Please join the DDBC on saluting him as our 2014 Supplier of the Year.



Industry News

Deli News 1966

Dairy Deli Bakery Council (DDBC) of Southern California Historian Jim Veregge (Unified Grocers) has been plowing through issues of DDBC News, which celebrated its 50th Anniversary in 2014, including its previous incarna-tions as Deli World and Deli News.

“For many years, the Deli Council was comprised of nearly all men, al-though it was not chartered that way,” Veregge said. “That’s just the way the industry was 50 years ago.”

That fact was clearly evident in 1966 as this cover of Deli News demonstrates.

“We certainly don’t mean to embar-rass the Council or anyone connected with it,” Veregge said. “We’ve come a long way since those days of being po-litically incorrect.”

DDBC News editor Dave Daniel said, “I’m glad the Past Presidents elected me to the Hall of Fame before Jim dug out this issue. Now I’m just hoping they don’t change their minds.”

The Mexican American Grocers Associa-tion (MAGA) is dissolving the organization, effective Jan. 1, according to an article in The Shelby Report.

In an e-mail sent Dec. 10, a MAGA spokesman said, “After 37 years, the Mexi-can American Grocers Association will be closing its doors and terminating all opera-tions and activities. … We want to take this opportunity to thank you all for your sup-port and friendship throughout the years. We wish you all the very best and a suc-cessful future.”

Steven A. Soto, MAGA president and CEO, stepped down Dec. 1 after 30 years at the organization.

In an email to The Shelby Report, Soto said of MAGA: “What started out as an ef-fort to change our Hispanic community ended up changing a whole industry. I’ll leave you with our mission statement, ‘Our Social Activities Must Make Good Business Sense and Our Business Activities Must Make Good Social Sense.’ This mission statement is something I hope most compa-nies would adhere to.”

MAGA formed in 1977 and describes it-self as a national trade association for the “rapidly growing $1 trillion dollar Hispanic consumer and the retail, wholesale and manufacturing businesses that serve them in the grocery industry across the United States and Mexico.”

The MAGA website has been discontin-ued.

MAGA dissolves after 37 years

Expo West speakers set

DR. David Perlmutter, M.D., author of Grain Brain will be the Friday keynote speaker at the Natural Products Expo West March 6-8 in Anaheim .

Mark Bittman, whose “Minimalist” col-umn rant in the Dining section of the New York Times for more than 13 years, will speak Saturday. He is a Times Opinion columnist, the lead food writer for The Times Maga-zine. For more information, visit www.expowest.com.


Industry News

Ranchelle Orzulak has joined Preferred Sales and Marketing as Sales and Mar-keting Coordinator, effective Dec. 1, 2014. In her new role, she is responsible for expanding product & brand expansion, tradeshow management, and marketing initiatives.

Orzulak has a strong background in building brands in competitive markets with a focus on premium and natural food products to multiple market channels. She is a graduate from California State Uni-versity Fullerton with a B.A. degree in

Madison, WI – Health and wellness are important factors in the buying habits of an increasing number of consumers, with sales of natural, local, organic, gluten-free, and non-GMO products spiking over the past year.

This and dozens of other food industry and consumer trends in supermarket fresh departments are detailed in What’s in Store 2015, the 29th edition of the annual trends publication of the International Dairy-Deli- Bakery Association™ (IDDBA).

Among the highlights of this health and wellness movement:

The dieting trend is on the decline, with individuals seeking a more balanced ap-proach to weight loss and management.

Seventy-five percent of retailers and wholesalers reported an increase in sales of health and wellness products, with more than 40% posting sales growth of 10% or more, according to Supermarket News.

Sales of local food are worth at least $9 billion annually, with 40% of consumers stat-ing they purchase food weekly and 28% buying local at least once a month, accord-ing to A.T. Kearney.

The value of the gluten-free market is substantial, with sales estimates as high as $10.5 billion in 2013 and a projected worth of $15.6 billion in 2016, according to Mintel.

cessed foods,” said Eric Richard, education coordinator, IDDBA. “By doing so, they become part of shoppers’ conversations about what is healthy and delicious to eat, and where they can easily find these foods to purchase.”

What’s in Store 2015 is a 224-page trends report that details consumer and industry trends affecting the in-store dairy case, cheese case, bakery, deli, and foodservice departments. Its 200+ tables, developed in cooperation with leading in-dustry firms and associations, include de-partment sales, per capita consumption, consumer preferences, system 2, UPC, and private label sales data. The purchase of What’s in Store 2015 includes access to What’s in Store Online, a collection of downloadable tables from the book, plus white papers and trends articles (many with accompanying downloadable tables) that offer supplementary in-depth trends information. The cost is $99 for IDDBA members and $399 for non-members, plus shipping and handling. For more informa-tion and to order, visit iddba.org/wis.aspx. Engaging the Evolving Shopper: Serving the New American Appetite is IDDBA’s lat-est original research that explores the evolving U.S. shopper of fresh perimeter categories – dairy, deli, bakery, prepared foods, specialty cheese and specialty meats – through the lens of Millennials, modern eating, health and wellness, and digital engagement. This study provides insights and implications around: how Millennials are shaping food trends, particularly in fresh perimeter categories; how new de-mands of modern life are changing eating culture, enabling meals and snacks to hap-pen anytime and anywhere, shaping how shoppers think about the fresh perimeter; how health and wellness trends have rede-fined how shoppers see the role of food in their lives; and how technology has become integrated in shoppers’ lives as they seek information and inspiration both in-store and digitally for deeper engagement with their foods. The research is free to members and $795 for nonmembers, plus shipping and handling. For more information and to order, visit iddba.org/ engagingevolvingshopper.aspx.

IDDBA’s ‘What’s in Store 2015’ ready

Orzulak added as Coordinator for Preferred Sales and Marketing

higher sales ($100 vs. $33 per overall aver-age basket), according to Catalina Market-ing.

IDDBA research shows that digestive health is a distinctive health concern among Millennials, who seek out more fermented, cultured, and probiotic products.

Almost 13% of all new food and bever-age launches in 2013 include “free-from” claims.

Sales of organic food and non-food items in the United States exceeded $35 billion in 2013, an 11.5% year-over-year increase and the fastest growth rate in five years, stated the Organic Trade Association.

Confirming these health and wellness trends are findings in IDDBA’s original re-search, Engaging the Evolving Shopper: Serving the New American Appetite, which shows that consumers view foods found in the fresh perimeter categories as antidotes to unhealthy, processed foods. For example, the dairy department represents a real-food source of protein in the form of yogurt, milk, cheese, eggs, and tofu, while the bakery department has an increasing opportunity to deliver on key wellness priorities with more focus on a wider variety of fresh, whole grain and gluten-free products.

“In-store bakeries, delis, and dairies can engage consumers by presenting them with a variety of fresh, real, and minimally-pro-

tration in marketing. “It is exciting to be able to be a part of

the Preferred Sales & Marketing Team to support the continued growth of dynamic brands across the country,” she said.

Preferred Sales & Marketing (PSM), headquartered in Newport Beach, is a leader in strategic sales development and management of food manufacturers for both retail and private label products with an emphasis on “best of class” product offerings.

Orzulak may be reached at 714-404- 5257; rachelle@psm—sales.com. Business Administration with a concen-

Gluten-free buying habits translate into


Several members of the Dairy Deli Bakery Council (DDBC) of Southern California volunteered at the Second Harvest Food Bank of Orange County in November. The facility is located in Irvine.

“We had a great event,” said DDBC Board member Miriam Welch (Albertsons). “The DDBC and the SCFRC team worked with other volunteers to bag approximately 10,500 pounds of loose apples for senior brown bag programs.”

The Second Harvest Food Bank of Orange County was established in 1983 and feeds an average of 1.5 million pounds of food -- enough food for 1.25 million meals. Nearly 400,000 people (about 12.7 percent) in Orange County are at-risk of hunger. One in five children in the country are at-risk.

More than 340 community partners distribute food at more than 480 sites. Nearly 92,000 volunteer hours were on the books in 2013 as more than 15,000 people volunteered.

More than 90 cents of every doller spent goes to pro-grams and services.

The facility is located at 8014 Marine Way, Irvine 92618. Contact information: 949-653-2900; [email protected]; www.feedOC.org.

Volunteers from the DDBC included, from left, Cynthia Yarak (Risvold’s), Bill Mackie (Processors Research and Marketing), Miriam Welch (Albertsons), Debbie Jones (J. Brass Company) and Patti Winsell.

David B. Dillon, who led The Kroger Co. leadership team’s de-velopment of the company’s successful Customer 1st Strategy, re-tired as chairman of the board on Dec. 31, after 38 years of service.

As expected, the Kroger Board of Directors elected Rodney McMullen, Kroger’s chief executive officer, to the additional post of chairman commencing on Jan. 1. McMullen has served on the Board of Directors since 2003.

Dillon served as Kroger’s chairman from 2004-14 and as chief executive officer from 2003-13. Prior to that, he held a variety of executive positions at Kroger and Dillons Companies, which merged in 1983. During his tenure as CEO, Kroger grew revenue by $45 billion, created 53,000 new jobs, reduced costs for eight consecu-tive years and returned $9.2 billion to shareholders through share repurchases and dividends, which were reinstated in 2006.

As part of the Customer 1st Strategy, Dillon and McMullen, who was then serving as vice chairman, had the foresight to create and execute a long-term price investment strategy that has enabled Kroger to deliver sustainable business growth and shareholder returns, while also saving customers nearly $3 billion annually through lower prices. This laid the foundation for Kroger’s growth plan, announced in October 2012, which expands the Customer 1st Strategy by: accelerating growth in Kroger’s core business and improving the company’s connection with all customers; expand-ing Kroger’s presence in new and existing markets; and innovating to create unique competitive positioning for today and the future.

Kroger has also become a leader in supermarket sustainability under Dillon’s leadership. The company has reduced energy con-sumption in stores by 35 percent since 2000 and reduced its carbon footprint by 4.4 percent since 2006. More than half of the company’s 37 manufacturing facilities are zero waste. Kroger’s efforts to feed families struggling with hunger have grown to total contributions of 250 million meals – 4 million meals per week – in 2013.

“For Dave, Customer 1st – which truly put our customers at the center of how Kroger runs its business – was more than a success-ful business strategy. It was a philosophy that he believed and lived through his actions every day, and as a result he inspired thousands of our associates during his many years of service to Kroger and Dillons Companies,” said Mr. McMullen. “He under-stood that Kroger’s greatest asset is the trust that our customers, associates and shareholders have in our company. We are all the beneficiaries of Dave’s extraordinary leadership.”

Kroger, one of the world’s largest retailers, employs more than 375,000 associates who serve customers in 2,631 supermarkets and multi-department stores in 34 states and the District of Columbia under two dozen local banner names including Kroger, City Mar-ket, Dillons, Food 4 Less, Fred Meyer, Fry’s, Harris Teeter, Jay C, King Soopers, QFC, Ralphs and Smith’s. The company also oper-ates 783 convenience stores, 325 fine jewelry stores, 1,293 super-market fuel centers and 37 food processing plants in the U.S.

Recognized by Forbes as the most generous company in America, Kroger supports hunger relief, breast cancer awareness, the mili-tary and their families, and more than 30,000 schools and grassroots organizations. Kroger contributes food and funds equal to 200 mil-lion meals a year through more than 100 Feeding America food bank partners.

DDBC volunteers at Second Harvest

Food Bank

David Dillon retires from Kroger after 38 years


Industry News

Former First Lady Laura Bush will be the opening speaker at the Tuesday morning general session at the 94th Annual “Advancing the Food Industry Through Education and Leadership” WAFC Convention to be held May 2-6 at the JW Marriott Desert Springs in Palm Desert.

Also, two-time Basketball Hall of Famer Earvin “Magic” Johnson will be the closing speaker.

Laura Bush, the wife of 43rd U.S. Presi-dent George W. Bush, served as first lady from 2001 to 2009. Known as “One of the most beloved and admired American First Ladies,” for decades Laura Bush has cham-pioned key issues in the fields of educa-tion, health care, and human rights. The author of the bestselling memoir, Spoken From The Heart, Mrs. Bush also founded both the Texas Book Festival and the Na-tional Book Festival in Washington D.C.

Today, as the Chair of the Women’s Ini-tiative at the George W. Bush Institute, Mrs. Bush continues her work on global healthcare innovations, empowering women in emerging democracies, education reform, and supporting the men and women who have served in America’s military. The Laura Bush Foundation for America’s Libraries was founded in 2002. Since its inception, the Foundation has awarded more than $11.5 million to schools to support the edu-cation of our nation’s children by providing funds to update, extend and diversify the book and print collections of America’s school libraries. Laura Bush holds a degree in education and a master’s degree in library science.

“Mrs. Bush’s continued involvement in education demonstrates her commitment to positively influence and shape the lives of others which fits perfectly with WAFC’s mis-sion of “Advancing the Food Industry Through Education and Leadership,” stated WAFC President & Chairwoman, Sue Klug of Unified Grocers.

Johnson is a Major League Baseball owner, an NBA Legend, a two-time Hall of Famer, an entrepreneur, a philanthropist and a motivational speaker. The business mogul has successfully parlayed his skills and tenacity on the court into the business

world, propelling his company to the status of No. 1 Brand in Urban America.

In the business world Johnson is most noted for his unprecedented Starbucks partnership, which served as the catalyst for redevelopment in urban communities and is literally the blueprint for corporate America’s engagement and success with urban consumers. In 2010, the savvy businessman divested his Starbucks, and Los Angeles Lakers shares in excess of $100 million dollars.

In 2012, as a member of Guggenheim Baseball Management (GBM), he became an owner of the Dodgers. In 2014, Johnson with some of the partners from GBM, purchased the Los Angeles Sparks of the WNBA. He also serves as Chairman and Founder of the Magic Johnson Foundation, where his unwavering commitment to transform Urban America continues through HIV/AIDS Awareness & Prevention Programs, Community Empowerment Centers, and the Taylor Michaels Scholarship Program. Celebrating more than 20 years of success, the Magic Johnson Foundation has become one of the most recognizable philanthropic organizations around the world.

“Magic Johnson is a legendary figure in the sports world, in business and in the

many communities he serves. He has demonstrated a steadfast commitment in helping young people create better futures and we are honored to have him as a keynote speaker at our convention.” stated WAFC President & Chairwoman, Klug said.

Established in 1921, the WAFC is focused on providing educational opportunities for food industry associates. The highly ac-claimed Food Industry Management Pro-gram at the University of Southern California Marshall School of Business has been avail-able to qualified industry participants for 56 years. In 2000, the WAFC expanded its scope by working with community colleges throughout the Western United States to es-tablish the “Retail Management Certificate Program.” The Retail Management Certifi-cate Program curriculum is currently avail-able online and at 160 college and satellite locations.

To learn more about the WAFC, go to www.wafc.com.

Laura Bush Magic Johnson

Send your industry news to: Editor, DDBC News

P.O. Box 4533 Huntington Beach, CA 92647

email: [email protected]

WAFC draws top keynote speakers


Retailer News The USC Marshall School of Business

Food Industry Executive Program has ap-pointed Kevin Curry, MBA ’92, the Food Industry Executive-in-Residence for 2015.

Curry is senior vice president of sales, marketing, advertising and merchandising for Raley’s Supermarkets.

Each year, the Food Industry Executive Program selects a Food Industry Executive in Residence. This individual typically has risen to a prominent leadership role in the food industry, and brings rich experience and insights to the program

Curry, a FIM alumnus, brings more than 37 years of food industry experience. He has worked for a variety of retailers during his career, including Alpha Beta, Lucky, Albertsons, Safeway and Raley’s.

“I am honored and thrilled to be named the Food Industry Executive in Residence for 2015,” said Curry. “The program has been instrumental to my career, and I am particu-larly excited to be back working with my FIM classmate from 1990, Cynthia McCloud, in her first year as director of the Food Indus-try Management program. It is a wonderful

opportunity to give back to this remarkable program.”

Curry has held a variety of positions in the retail food industry, including store op-erations, accounting, warehousing, market-ing, sales and mer-chandising. He worked for Raley’s from 2000 to 2005 and returned in 2012 to his current role as senior vice president, in which he oversees the sales and marketing, margin management, store layouts and ad-vertising. He worked for Safeway from 2006 until 2012 in a variety of positions, includ-ing vice president and general manager for the Main Meals business unit.

Curry also serves as the managing part-ner for the SSI Joint Venture involving Raley’s and Save Mart stores of Modesto. He holds a Bachelor of Science in account-ing from California State University, Los Angeles.

The spring session of the Food Industry Executive Program is scheduled for March 16-19 at USC.

The Food Industry Executive Program is newly redesigned to provide an innovative resource for food industry executives, man-agers and high potentials to strengthen their business knowledge and skills in order to direct, grow and inspire their organizations.

“The Food Industry Executive Program is experience-based and globally relevant,” said program director Cynthia McCloud. “Business leaders walk away with practical knowledge, techniques and tools to address the business challenges they face every day and to lead their organizations to superior performance.”

“The food industry is changing at a con-stant pace, and whatever your position is in your organization, you need to know about the current issues and emerging market trends,” said Shon Hiatt, faculty director for Food Industry Executive Program (FIEP) and an assistant professor of strategy at the USC Marshall School of Business.

Congratulations to Cheryl Kennick of City of Hope - 2014 DDBC

Hall of Fame Inductee. From your friends at KDS Marketing



Calendar

5 – Easter. 16-19 – California Cheese & Butter

Association 50th Convention, Hyatt Regency, Incline Village, Nev. Information: cacheeseandbutter.org.

May 2-6 – Western Association of Food

Chain – Palm Desert. Information: www.wafc.com.

5 – Cinco de Mayo. 12 – DDBC Membership Meeting,


25 – Memorial Day. June

7-9 – IDDBA Dairy Deli Bake, Atlanta. Information: www.iddba.org.

July 4 – Independence Day. 7 – DDBC Casino Night, Embassy Suites

Hotel, Garden Grove. Information: 562-947- 7016. (Date is tentative).

August 11 – DDBC Membership Meeting,


19-20 – Unified Grocers Expo, Long Beach Convention Center.

September 7 – Labor Day. 11-13 – 47th National DDBC Seminar,

Laguna Hills Marriott. Information: 562-947- 7016.

13-15 – Rosh Hashanah. 16 – Mexican Independence Day. 22-23 – Yom Kippur.

October 11 –DDBC Membership Meeting,


November 10 –DDBC Membership Meeting,

Election Night, Embassy Suites Hotel,

Garden Grove. Information: 562-947-7016. 11 – Veterans Day. 26 – Thanksgiving.

December 6-14 – Hanukkah. 25 – Christmas.

2016 January

18 – Martin Luther King Jr. birthday. February

2-3 – California League of Food Processors Expo, Sacramento Convention Center. Information: www.clfp.com.

15 – President’s Day. March

27 – Easter. April

5 – Cinco de Mayo. 9-13 – Western Association of Food

Chains Convention, Honolulu. 22-30 – Passover.

May 30 – Memorial Day.

June 5-7 – IDDBA Dairy Deli Bake, Houston.

Information: www.iddba.org July

4 – Independence Day. September

5 – Labor Day. 16 – Mexican Independence Day.

October 2-4 – Rosh Hashanah. 11-12 – Yom Kippur.

November 11 – Veterans Day. 24 – Thanksgiving.

December 24-Jan. 1 – Hanukkah. 25 – Christmas Day.

2017 January

16 – Martin Luther King Jr. birthday.

February 20 – President’s Day.

April 11-18 – Passover. 16 – Easter. 22-26 – Western Association of Food

Chains Convention, Palm Desert. May

5 – Cinco de Mayo. 29 – Memorial Day.

July 4 – Independence Day.

September 4 – Labor Day. 16 – Mexican Independence Day. 20-22 – Rosh Hashanah. 29-30 – Yom Kippur.

November 11 – Veterans Day. 23 – Thanksgiving.

December 13-30 – Hanukkah. 25 – Christmas Day.

Send news of your company to: Editor, DDBC News

P.O. Box 4533 Huntington Beach, CA 92647

or email to: [email protected]

Specializing in fine

imported

and domestic

cheeses as well

as a wide variety of

gourmet foods.

MARIN CHEESE COMPANY

63 Paul Drive, San Rafael, CA 94903Phone: (415) 479-1200www.marincheese.com

3187 Redhill Avenue, Suite 125Costa Mesa, CA 92626Phone: 714.979.4844 / Fax: 714.979.4955

WWW.HORIZONSALESCORP.COM

Dave Daniel Pacific Rim Publishing Co.Hall of Fame Inductee

Cheryl KennickCity of HopeHall of Fame Inductee

Laura Taketomo Food 4 LessRetailer of the Year

Everyone at Horizon Sales is proud to congratulate all of the prestigious 2014 DDBC Award Winners!

2014 Hall of Fame Inductees:Cheryl Kennick, City of Hope and Dave Daniel, Pacific Rim Publishing Co.


2014 Suppliers of the Year:Craig Covell, Reynaldo’s Mexican Foods and John Nielsen, Acosta

HorizonSalesAd-2.indd 1 12/14/14 10:20 PM

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