DeCA East Zones 21, 23, 24, 25, 26 & 27 Southbridge Hotel and Conference Center

1. DeCA East Zones 21, 23, 24, 25, 26 & 27 Southbridge Hotel and Conference Center Produce Operational Meeting June 17, 2008

2. Agenda • What Do Customers Really Want? • Improving Performance • The Next Level

3. What Do Customers Really Want? Customer Service 27% want better customer service • Person to person interaction 82% said they had minimal interaction with produce. 42% more likely to purchase if they had attention / interaction Taste – sample 74% said taste was extremely important in purchasing decision

4. Call to Action • Interacting with customers must be taught and emphasized as an important sales tool. • The produce team must be able to speak to customers about benefits/features of the weekly ad items. • Each week the newsletter provides product information. In addition, informational emails are sent with product specifications to the produce managers. • Produce managers and produce leads must be on the sales floor, lead by example and train their team to engage the customer.

5. Improving PerformanceTools We Provide • Merchandising Reports • Store Credits • Promotions • Promotional Order Recaps • Order Guides • Produce Updates / Newsletters • Produce Specialists

6. Produce Specialists and the Role They Play • Execute the marketing plan • Assist with DeCA Theme Events – Outreach Projects (On-Site Sales, Fun Runs, etc.) • Participate and help with contests, assist with orders: making suggestions and planning weekly ads, power buy, spot deals and signage, achieving goals • Assist with training • Assist procurement with estimates for ads • Reporting: weekly and monthly • Communication: Store Director and Produce Manager • Photos: Spread the Good News

7. Planning • Meet weekly with the Produce Manager, and as requested by the Store Director or Zone Manager, to outline store events • Holidays • Weekly Promotions • DeCA Themes • Contests Follow up with weekly meetings with Store Director and Produce Manager.

8. New Ad Format New Ad Format With “Designated Feature Item Displays” Features – Mass displays up front with WOW appeal Sub-features – Feature item tie-ins or secondary display Line Items – Displayed on regular shelf with expanded allocation Farmer’s Market Items – Special pricing for weekend sales opportunities Opportunity to drive sales by attracting patrons to the produce department by eye appealing, well merchandised displays with bold ad pricing.

9. Summer Sales Opportunities Case Lot Sales: Month of May & September Weekly Farmer’s Market Sales Items New Promotional Ad Format Demos - June 14, July 19th & August 16th Two Week Independence Day Promo June 23 – July 6 Red Ripe Strawberries 1#, 2# and 4# Sweet White Corn Plump Blueberries

10. The Next Level Take the produce department to the next level Teamwork Grow our Partnership Collaborate and communicate within DeCA Strive to achieve flawless execution on the floor Continued involvement with the Store Directors and Zone Managers Clear cut objectives and monthly goals Share best practices within the zone/region

11. How Can We Help You? • Are our communication methods effective? • Do you need more or less information • Are there additional areas that you want more information • What can we be doing better?

12. Thank You Thank you for allowing us to freely discuss the opportunities and challenges the produce department, DeCA and the produce contractors meet each day. We look forward to strengthening our partnership with the commissaries and increasing sales, while driving customer satisfaction to new heights and delivering the maximum benefit to the military patron.