1. Ahold USA Cycle 11, 2011 REM

2. Ahold Goals 2011 Factory Sales Projection: +8.8% vs. 2010 Stretch goal of $100mil (Nielsen – Retail Sales) Share +0.2 Best in Class Connectivity between Retail & CSEs Best in Class Acct. Advocates

3. Ahold Business Performance ‘11 SHARE (Last three weeks) RETAIL $ - NIELSEN (9/10) FACTORY (thru Aug) Gains fueled by Halloween, BTS Gas Ad

4. RESULTS to be proud of… Halloween Sellthru (thru 10/1, includes Hwn Pkg Candy) Syrup

5. RESULTS to be proud of… Dave Risser Chad Patterson Josh Chandler Pat Bourassa

6. 3 KEY WINNING PLATFORMS AT AHOLD TO WIN NOW! WIN AT AHOLD –Drive 90%+ Halloween sellthru at every Ahold store WIN AT AHOLD –Forward sell prime secondary display space for Holiday, execution beginning 11/1 WIN AT AHOLD –Leverage price advantage over Nestle during Fall Baking to gain 2ndary displays and drive 90%+ sellthru

7. Snack Size MUST BUY 5/$10 –This week in stores Jumbo Snack Size MUST BUY 3/$12 –10/7-10/13 SSGL10/9-10/15 GC Snack Size MUST BUY 5/$10 –10/14-10/20 SSGL 10/16-10/22 GC Dominating Halloween in October Executing what’s in store now is #1 priority. Analyze your store sellthru #’s on Core Snack Sz to determine if there’s an oppty to punch in brown cases – only where needed. This program is exclusively Hershey – lets take advantage of this fact by upgrading Q of M

8. FORWARD SELL HOLIDAY Holiday 2011:$4.6m Holiday 2010:$3.4m Holiday Kisses and Hugs in Bargain Aisle @ SSGL 90% Sellthru is the goal at every store Sellthru Contest: Celebration Dinner with Tom Smuda & Paul Cocco District with highest sellthu %: DSS and DSM attend RSR with highest sellthru %: Top 5 RSRs in N’east attend (minimum 3 Ahold stores) +37% Hsy Holiday Pkg Candy is key to our success. Hold yourself to leading Seasonal aisle + 2 secondary displays of Pkg Candy in every store. Candy dish sells best early. Lindt and Ferrero are gifting items that sell best later in season. Consult w/KDMs asap!

9. FALL BAKING Ensure Baking Cocoa Can, Reese Chips, Heath Chips are on primary Fall Baking display Leverage price advantage (GC), B3G1 tearpad, & 4-shelf corrugated to get punch-ins on Semi-Sweet, & Milk Chocolate Chips Giant Carlisle Nestle: $2.50/bag Hershey: $2.29/bag SSGL Nestle & Hershey 2/$5

10. ROLO PRETZEL DELIGHT Rolo Classic Pkg Candy, Diamond Pecan Halves, & Snyders Pretzel Snaps Rolo-Kiss Baking 4-shelf corrugated & recipe tearpad will be sent to RSR to help merch. Please execute display in every store