Why Culinary Secret Spices?

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1 On Sales

2 Why Culinary Secret Spices? BEST FOR YOU AS A COMPANY Culinary Secrets is a premium national branded product, and is key to building your sales in this category. BEST FOR YOU, THE DSR Culinary Secrets spices are high quality, premium spices. They offer a sales advantage versus your competitors. BEST FOR YOUR OPERATOR Culinary Secrets spices put money in the operator s pocket. They add value to their menu which allows them to earn greater margins. Culinary Secrets spices are premium quality spices; no one makes a better product. (Higher Quality Spices = Greater Flavor = Greater Value) Culinary Secrets spices are produced under stringent food safety standards. 5 Points of F.o.c.u.s. F reshness in Every Bottle O utstanding Quality Control C ryogenic Milling U nder a Penny Per Serving S upport Your Culinary Secrets Brand On Sales 1

3 Freshness in Every Bottle Culinary Secrets Spices Start With The Best. Culinary Secrets ingredients are sourced from 25 countries around the globe. Global product sourcing helps us obtain the finest quality ingredients from their primary point of origin. Relationships with regional growers in supplying countries help ensure quality specifications are met. Culinary Secrets only aligns with industry leading suppliers that pass our vendor qualification process. By being selective in our supplier selection we form partnerships that help ensure the spices we pack are consistent, fresh and safe. Ingredients are purchased, ground and packed by customer requirements, not by industry supply. A key to maintaining freshness is the tamper-evident inner seal on every bottle. This seal keeps air and moisture out while keeping freshness in. FACT: Every year, America consumes more and more spices. Spice consumption has risen 126% over the last four decades. On Sales 2

4 Outstanding Quality Control Culinary Secrets Spices Represent Excellent Food Safety. One of the top concerns of today s operators is food safety! The U.S. Centers for Disease Control and Prevention estimates that 76 million foodrelated illness cases occur each year, including 325,000 hospitalizations and 5,000 deaths. Culinary Secrets integrates multiple safety measures to ensure safe spices: Higher quality ingredients adhere to FDA and American Spice Trade Association (ASTA) regulated standards. Raw products are tested prior to arrival at manufacturing facility. Culinary Secrets spices are cleaned and sterilized. Culinary Secrets spices adhere to strict HACCP, GMP and internal QC procedures and testing during their processing and packaging. All packaging, labeling and product code dating is executed to the industry s highest standards. The chef-size bottle is designed with convenient slip-guard side grips and a shake/pour cap. Each premium-sized bottle is shipped with its own Transpacker case for less damage and greater product integrity. Since they re individually packaged, there s no need to break open a case to fill an order. Every product has a complete nutritional panel. Every bottle includes a manufacturer product code date (See Page 4). Complete bilingual labels on every product. The processing facility for Culinary Secrets spices has received a Safe Quality Food Institute (SQF) level 2 certification. FACT: Data from the U.S. Department of Agriculture shows big gains in American spice consumption since the 1970s including 600 percent more chili pepper, 300 percent more cumin, and a whopping 1,600 percent more ginger. On Sales 3

5 OProduct Code Dating Outstanding Quality Control The following is an example of the product code date printed on every bottle produced. The code number is found near the bottom on one side of each bottle. Example: 128A2B Decoded: 128 A 2 B First 3 digits are Julian Date Letter is manufacturing location Year of the Decade Shift Day: This number represents the day of the year the product was packed. Example: 128 = May 7. Letter: Letter represents the manufacturing location. Example: A = Ankeny. Year: Shift: The number represents the last digit of the year of the decade the product was packed. Example: For 2012, the 2 is the last number used. This letter represents the shift on which the product was packed. Example: B = day shift. FACT: Spices go a long way in adding value. One ounce of oregano will accent 432 slices of pizza. One ounce of basil will deliver over 200 servings of chicken cacciatore. And one ounce of chili powder will jazz up 22 brimming bowls of chili. On Sales 4

6 Ccryogenic Milling Cryogenic Milling Maximizes The Flavor. Culinary Secrets spices are manufactured using a unique cryogenic milling method. Liquid nitrogen is used to cool the product and the mill head while grinding. Spices are cooled to temperatures as low as -250 F. This cryogenic milling process retains more volatile oils (flavor components), and therefore the finished products deliver more potent flavor and aroma. Cryogenic milling ensures a more consistently ground product. Three components that deteriorate spices are heat, light and moisture. The cryogenic milling process reduces the volatile oil loss compared to the ambient milling process. The more volatile oils captured...the more potent the flavor and aroma. Ambient milling creates heat that inherently burns flavor, which is undesirable. (For example, when you rub your hands together, the friction immediately causes heat.) Bottom line: chefs and operators want flavor, not particles. Cryogenic milling delivers more flavor (and aroma) with a more attractive, more uniform product. A classic example of the visual and flavor-benefits of cryogenic milling can be found by cutting cumin. Picture a lemon. Take a fresh lemon at room temperature and either slice it with a knife or smash it with a mallet. You can see all of the juice and pulp that end upon your tabletop. This represents lost flavor. Now take a lemon and cryogenically freeze it to -120 F. When you hit this lemon with a mallet, the lemon shatters into pieces thatcan all be captured, thus no flavor is lost. On Sales 5

7 Under a Penny Per Serving Culinary Secrets Spices Help Your Customers Turn A Penny Into A Dollar. Culinary Secrets spices cost less than a penny per serving. Spices are the least expensive key ingredient to any entrée. Entrée flavor is the number one reason why patrons keep returning to their favorite full service restaurant. Flavor adds value, and makes a lasting impression on guests. Operators are spending good money on proteins...spend a penny more to make the most of those proteins! Offering spice-enhanced, signature menu items will help build their repeat business. And that means more money in their pockets! MENU COST ANALYSIS: CULINARY SECRETS SPICE VALUE Chicken Sandwich Chicken Breast...$1.30 Bun Lettuce, Tomato, Mayo Total Food Cost...$1.75 Selling Price Food Food Cost Percentage % Contribution Margin... $4.20 Cajun Chicken Sandwich Chicken Breast...$1.30 Bun Lettuce, Tomato, Mayo Cajun Seasoning Total Food Cost...$1.76 Selling Price Food Food Cost Percentage % Contribution Margin... $5.19 Think VELCRO. No matter what an operator is currently serving, there s a Culinary Secrets spice that sticks to it. Proteins, vegetables, pasta, breads, baked goods, desserts are all opportunities for complementary Culinary Secrets spice sales. If they serve it, velcro a spice to it! On Sales 6

8 Support Your Culinary Secrets Brand Culinary Secrets Spices Should Be A Highly Visible, Highly Prioritized Item. The Culinary Secrets brand on the spice rack is a constant billboard for IMA. Make sure the Culinary Secrets brand is on the rack not a competitor s brand! Chefs, on average, walk by the spice rack 67 times per day. High quality spices on the rack implies other items purchased are also of high quality. Spices stay on the shelf longer than any other food item in the kitchen. Culinary Secrets offers over 200 products...to meet all the operator s needs. Culinary Secrets includes a wide variety of value added spice blends. Culinary Secrets provides key selling tools to support this high priority spice line: Brochures/Spice Charts Sample Tubes Pepper Fillers Market Support from Brokers and Regional Sales Managers Spices-Of-The-Quarter Program This program consists of six featured spices each quarter and explains their flavor profile and gives usage tips. Each flyer is an easy to read, one-page document. It can be used as a resource to focus sales on those six featured spices of that quarter. The program has been well received because it offers current, on-trend spice usage suggestions for the operator. On Sales 17

9 5 Points of F.o.c.u.s. F reshness in Every Bottle O utstanding Quality Control C ryogenic Milling U nder a Penny Per Serving S upport Your Culinary Secrets Brand? Ask for the SPICE order On Sales 8