ALA/DeCA Roundtable May 2012

1. 2012 Commissary Council Update ALA/DeCA Roundtable May 2012 Issue Oriented . . . Solution Driven Driving Sales

2. 2012 Commissary Council • Council Mission: • Enhance and Ensure the viability of the Commissary benefit for the • most deserving customers in the world • Strategically align with DeCA to: • Drive Sales • Increase Patron Awareness and Loyalty • Drive Patron Transactions • Promote Health & Wellness • Share Industry Best Practices

3. 2012 Commissary Council • Broker - 8 • Lori Stillman Webco • Don Paddock Dixon • Bob Fisher Advantage • Chris Lee Acosta • Joe Kovac Alder Foods • Mike Hatfield S&K • Tommie Draper OSC • Michael Stewart Mid Valley • Media/Data - 2 • Tim BrownEIT • Tom Fehily Commex • Manufacturer - 10 • Cindy Dulik PepsiCo • Bob Hybki ConAgra • Carla Williams P&G • Frank Glotfelty General Mills • Ginesa Madar Nestle • Lance Batson Hershey • Kurt Hall Unilever • Randy Meador Kraft • Dusty Shuman Shasta Bev • Kathleen Snydstrup Kellogg’s • Distributor - 3 • Ron RitchieMDV-NF • Craig MurphySUPERVALU • Al Oliver MPG

4. 2012 Commissary Council Chris Burns (Rogers Campbell) Jay Hudson (Keith Hagenbuch) Eric Swayzee(Mike Dowling) Cindy Dulik – Chair Bob Hybki – Co-Chair Cat. Management Joyce Chandler Barbara Merriweather Bonita Moffett Kathleen Snydstrup Perishables Joyce Chandler Lou Kennedy Bridget Bennett Norm Apt Kwan McComas Joe Kovac Operations/Store Support Jay Hudson Hector Granado Mike Hatfield Promotions Charlie Dowlen Renee Mayo Mike Pfister Frank Glotfelty Business Logistics/Systems Eric Swayzee Michael Pulley Rasheed Diallo Wayne Webb Ron Ritchie CAT Michelle Frost Sallie Cauthers Gail Tolbert Lori Stillman Co-Chair: Carla Williams Ginesa Madar Co-Chair: Tommie Draper Co Chair: Craig Murphy Co Chair: Don Paddock Co-Chair: Randy Meador Al Oliver Co Chair: Lance Batson

5. 2012 Council Committee Initiatives CAT Category Mgmt Business Systems • Patron Outreach • Coupon Books • Outreach events • Social Media • Loyalty Card • Patron Segmentation • Who to target • How to best reach • Demographics • What does the landscape look like • How to target • Partner with Coalition to Save our Benefit • Store Layout • Category Adjacencies • Consumer shopping patterns/trends • Shopper –centric Model • Driven by shopper insights • Category Manager Merchant • Steps towards fostering shopper-centric environment • SKU Rationalization • Part of CM template • Planogram Initiatives • Enhancements • Store specific planograms • Building customer loyalty • Industry Metrics (Scorecard) • Assist in developing and measuring • Industry Best Practices • 40-15/40-16 Forms • GDS • CRV • POG Application • RFID

6. 2012 Council Committee Initiatives Perishable Promotions Operations Support • 40-15/40-16/40-17 forms • Matrix Deep Dive • Gathers Matrix input • Works input with DeCA • Index Matrix to Retail • Promotional Calendar • Themes/Timing • Center Store Strategy • Cross-merchandising with Perimeter • Retail best practices to drive growth • Perimeter Sales Drivers • Cross-merchandising • Farmers Market • Deli/Bakery Kiosks • Go Lean with Protein • Outreach Initiatives • Child Development Center Tours • Consumer Education/Recipes • Single Service Member Focus • Produce Roundtable Initiatives • Inventory Procedures • USDA Inspections • Produce Mgr Turnover • Vendor Stocking • Execute Better • In stock efficiency study • Speed to Shelf • Planogram Execution • New Items/RSL Changes • Planogram Compliance/Integrity Scorecard

7. Council Successes Successes! • DeCA Implementation of new 40-15 (and 40-16) with training sessions • Worked a new Case Lot form which will be 40-17- details coming soon • Promotional Matrix Review, Promotional Calendar and pricing periods • CAT support of joint AAFES/DeCA Recipe Contest • CAT supported DOD E-9 Senior Executive Leadership Conference • Resource for Industry best practices – POG applications, KPI’s, Business Intelligence, RFID. GDS etc • ALA/DeCA Roundtable