1. In It To Win It Get DSRs On Your Side

2. Agenda Quick overview of the DSR landscape What influences DSRs about your product/brand DSRs’ favorite brands (your real competition!) Action: Making DSRs your extended sales team

3. Who are your REAL CUSTOMERS? How do you… REACH THEM? Broker Reps (650) DSRs (50,000) 692 independent customers per broker rep Independents 450,000 All operators 1,000,000

4. ASK OPERATORS DSRs… Influence 70% of purchase decision Yet, on average, DSRs spend 1 MINUTE Less than Studying any individual product

5. Selling Simplot

6. SOB Market Small Operators Begging (for attention) 1,000,000 operators 450,000 independents 315,000 rely on DSR (70%) 189,000 served by greenhorns (60%) SOB market main point of contact is a greenhorn 42%

7. Why DSRs are loyal Consistently delivers on quality Excellent support from broker / manufacturer rep Samples easy to get

8. HELP! Average DSR sells $3 million Annually: Sell 4,400 DIFFERENT products 950 products = 80% of sales Monthly: 1,500 SKUs

9. Foodservice Wholesale Sales Brand Builders - Less than $175 million in sales - Independent - Street business oriented - 7,800 of them! Super 7 - Sysco - U.S. Foodservice - PFG - Gordon - Reinhart - Maines - FSA / SGA Next 25 - Ben E. Keith - Shamrock - LaBatt - IFH - Cheney Bros. - Merchants - Bi-Rite - Martin Bros. Sources: U.S. Census Bureau Wholesale Trade Report, 2008 MyID Access, Top 50 Distributors, 2008

10. DSRs Favorite Brands (Unaided)

11. What’s The Point? DSRs sell WHAT they know AND THAT COMES DOWN TO… WHO THEY KNOW

12. Create Your “VIP Team” Step 1: Create advisory team of DSRs! Top 5 DSRs Top 5 DSRs who sell your brand Step 2: Put them in the loop Early peeks of new products Incent to build early adopter customers Spend “quality time” FACT Average DSR has only THREE broker rep phone numbers in their cell phone