1. Presenter: Darren Menefee
Specialty Food Store Council
Presenter: Darren Menefee

2. Central Market Seafood Program
Program Highlights
Merchandising
Marketing

3. Program Highlights Sourcing / Supply Chain Customer Experience Catch
Processing
Shipping
Distribution

4. Program Highlights Product Quality Key Components
How product finishes on the plate determines whether our reputation is validated or broken
Key Components
Having the right partners
Teaching the right handling procedures and knife skills
Visual inspection to ensure proper craftsmanship
Providing the right level of service
ie.. Removing pin-bones, packaging on ice

5. Program Highlights
HACCP Program / Food Safety

6. Program Highlights HACCP Verification Process
Department Manager and Partners are to fill out the
appropriate logs
On Monday morning all paperwork that requires a verification
signature and stamp should be given to the Perishable
Director
The Perishable Director will verify all information meets
HACCP requirements, then stamp and sign
All Seafood Managers and Perishable Directors must be
HACCP trained within 6 months

7. Program Highlights Sustainability Careful Selection
H-E-B is extremely selective in our sourcing of both wild-caught and farm-raised seafood. We work closely with our supplier partners to maintain rigorous standards for fishing practices and product quality.
Although there are a number of differing positions from non-government organizations (NGOs) on whether certain fisheries are sustainable, H-E-B works diligently with leading seafood organizations, government agencies, and conservation groups committed to science-based fishery conservation and management processes designed to promote healthy fisheries.

8. Program Highlights Sustainability
We require that our suppliers of farm-raised (aquaculture) marine species adhere to the standards outlined by the Global Aquaculture Alliance or World Wildlife Fund. These suppliers must present certificates of compliance to H-E-B. For those farm-raised species still awaiting accepted standards, our suppliers are expected to be front-runners for immediate certification once standards are finalized.
H-E-B is a Founding Supporter of the Aquaculture Certification Council (ACC), a nongovernmental body established to certify social, environmental and food safety standards at aquaculture facilities throughout the world.

9. Program Highlights Sustainability
Memberships and Affiliations We're partnering with the below groups to ensure that our seafood is responsibly sourced and helps sustain fishing communities. Aquaculture Certification Council Coastal Conservation Association—Texas National Fisheries Institute Ocean Trust Texas Parks & Wildlife Department Texas State Aquarium The Nature Conservancy of Texas University of Texas Marine Science Institute

10. Merchandising Merchandising Standards for Fillets
Why? To ensure each fillet is merchandised in a manner that protects the product and maximizes eye appeal

11. Merchandising Merchandising Standards for Steaks
Why? We set the steaks using this technique to showcase the product. When product runs low, simply consolidate the product and pull the back pan and replace with fresh ice.

12. Merchandising Merchandising Standards for Whole Fish
Why? A great whole fish display states that we are the leaders in fresh fish. The product also represents high value for our guest, and at the same time, a higher dollar ring for the department.

13. Merchandising Merchandising Standards for Shrimp
Why? Displaying product in smaller amounts reduces the exposure we have to loss. This is especially true in shrimp, a large commodity in our product line.

14. Merchandising
Merchandising Standards for Cooked Product

15. Marketing Events Media Master Flier Promotions ROP’s Email blast
Social Media

16. Events
Go Coastal
Dive In

17. Media Master – General Signs Stock
Store wide sign program
Consistent, hand written font for all signs
Easy system execution.
Partner enters the PLU and COOL information
System will give you 3 fresh and 3 previously frozen options to print
Wild Caught, Farm Raised or General
All signs are created from the PLU
Media master is the program HEB and CM uses to create all of the there price and item signs as well as Value added signs
Very easy to use. Enter PLU and COOL information into media master to create the sign
3 Fresh Wild Caught, Farm Raised, Blank Previously Frozen Fresh Wild Caught, Farm Raise
System also creates our Sale and Event signage.
Signs are printed so they can be folded then laminated
Customer sees required info
Partner sees PLU as well as all COOL info.

18. Event Stock Signs created through Media Master
Same process as general sign stock
All Events use the same sign templates, just different paper
Each item has 3 print options
Attributes
Story Board
General
Attributes and Storyboards are entered into media master by the BDM or PTC. We own the content

19. Flier Promotions

20. ROP’s

21. Blast
Reaches 215,000

22. Social Media
Facebook
36,000 Fans
Twitter
11,000 followers

23. Questions?