SEFA Synergy VOL 18 NO 3 2008
Scottsdale, AZ September 10-13
One hundred twenty dealer sales professionals joined us in Scottsdale for
what can only be described as one of our best training events ever. SEFA
Academy is an in-depth training school that features a diverse curriculum
of topics all meant to enhance the professional and personal development
of the DSR. What made this particular event such a huge success? An
enthusiastic group of attendees and terrific line-up of speakers and
Louise O’Sullivan, President of Prime Advantage, kicked things off with
an insightful look at how our industry has evolved as she shared some of
the secrets of her success. An industry visionary, Louise shattered the
glass ceiling and rose through the ranks to become a very successful
Another highlight was speaker Colleen Francis of Engage Selling
Solutions. Her refreshing candor, her genuine, sincere message, and the
personal experiences she related as a top ranked sales executive were
inspiring motivators for our dealer sales professionals who strive to get to
the top…and stay there. Her session, “Creating Winning Outcomes”,
provided attendees with a sales approach to get results.
“Colleen hit the preverbal nail on the head. All of her subject
Colleen Francis of Engage Selling Solutions
matter was extremely relevant for today’s world. I learned a
lot from Colleen. I have already implemented many of her
principles in my work and I have only been back two days.
Making the special connection to a customer and selling
close to the money will certainly help me help my customers
more and do it better and faster.” More on SEFA Academy
-Allen Cole, Dixie Store Fixtures & Sales Co. October NSC
continued on pg. 2 People on the Move
“Autumn, the year’s last, loveliest smile.”
-William Cullen Bryant
continued from pg. 1
Pete Mirkovich, Sandotte, Inc., presented “Common Sense Selling”
and “Purposeful Presenting”. With past experience as a manufacturer,
manufacturer’s rep and operator, Pete has a wealth of knowledge to
Course Line-up share with our dealer sales professionals. His “pearls” of wisdom
were received with great enthusiasm.
SEFA’s own Tom Stritch wowed the crowd with his class on “Personal
Creating Winning Outcomes Motivation.”
“WOW! WOW! What can I say about Tom? Exciting, passion-
Personal Motivation ate, funny, emotional, WOW! The best speaker I have heard
Facility Design in a long time! The Ant Philosophy; forget the words “try”,
“can’t”, and “maybe”! And “check-up from the neck up”, and
Beverage=Profits would my spouse or boss be proud of me if he could see my
Common Sense Selling actions now? I can not say enough on Tom’s inspiration!”
-Connie Felkley, American Diversified
Commercial Kitchen Ventilation
All the Dirt on Warewashing “Words can’t describe how phenomenal Tom’s speech was. It
was the talk of the conference. I have gained a new
The Green Movement- Why it Matters appreciation for Tom knowing that he doesn’t just preach his
Dock to Dining philosophies, but continuously lives and breathes them with all
his heart & soul.”
Ice 101 -Tricia Dambrauskas, B&G Restaurant Supply
State of the Industry Address
Food Safety continues to be an integral component of SEFA training. The
San Jamar Team put together an updated Dock to Dining course that
included a live kitchen walk-through, a segment on food safety product
solutions and a session on Operator Concerns. Lead by Amy Yore,
Operator Concerns was a great overview of the major needs and concerns
of the foodservice operator including food safety, food costs, operating
costs, employee and customer safety and more.
continued on pg. 3
Clockwise from top right. 1. The San Jamar team- Tiffany Hughes, Amy Yore,
Sandy Hoyt, Jayson Pearl. 2. Pete Mirkovich. 3. Tom Stritch. 4. Louise O’Sullivan.
continued from pg. 2
The Field Trip to Charleston's
Where better to gain industry education than at a foodservice
operation. Friday afternoon, our group hit the road for a field trip
to Charleston’s, an upscale casual chain that is one of the con-
cepts of the Hal Smith Restaurant Group, a customer of Oswalt
Restaurant Supply and of Oswalt DSR, Zena Dater. Through
our Oswalt connection, we were able to arrange for Mike
Rogers, Vice President of Operations for the Hal Smith
Restaurant Group, and Brad Johnson, Executive Chef for the Hal
Smith Restaurant Group, to address our group.
Clockwise from top
In an extremely candid and informative presentation, Mike and right. 1. Mike Rogers &
Brad Johnson. 2. Zena
Brad answered questions our DSRs would like to ask their own
Dater & Mike Rogers 3.
customers if given the opportunity. They shared how they Brad and a group of
decide when and where to open a restaurant, how the menu is DSRs walk through the
developed, what they want in the design of a kitchen, how they kitchen.
select equipment, and some of the challenges they face.
Attendees were also invited to take a kitchen tour. This won-
derful industry insight was followed by delicious meal.
“What an impressive night. These are two guys that
absolutely love what they are doing. It was great to hear
what drives them towards a particular piece of equip-
ment and how they experiment with the variety of menu
-Dave Gower, American Diversified
“The hospitality and graciousness exhibited by the entire
Charleston’s staff is commendable. Mike’s dedication
and Brad’s passion are evident throughout the operation
and they clearly represent the best in the industry. They
both did a great job articulating the relationship between
Joe Dvorak of Avtec educated attendees on Commercial Kitchen
Operator and Supplier, and demonstrated how that
Ventilation. Joe helped students gain a better understanding of
relationship can benefit the dining public. The entire
ventilation by discussing different types of hoods, design and
afternoon was great.”
performance improvements, code issues and more.
-Roger Heydt, Ashland Equipment
All the Dirt on Warewashing was taught by Matt Swift of Jackson.
Matt covered the essentials of warewashing, including how to set-
A variety of breakout sessions, some product related and some up and equip an effective dish room and how to determine what
industry related were offered during SEFA Academy. best fits the customer’s needs.
Jim Betz of Hamilton Beach presented Beverage=Profits. Richard Young, Senior Engineer & Director of Education for Food
Beverages are by far the most profitable items in restaurant Service Technology Center in California, presented The Green
service. Jim demonstrated how attendees could support this Movement- Why It Matters to You. He discussed who is being
important and profitable area and showed our DSRs how they impacted by the green movement and how attendees can help
can help their customers refine and manage beverage programs their customers function in a more environmentally friendly
for immediate profit impact. manner.
Our Facility Design class was taught by a team of outstanding Ice 101 was taught by Paul Johnson, Scotsman, and Ed Barr,
reps, Daniel Lane, Ernie Stalnaker and Jeff J. Swindle. They Follett. Paul and Ed taught students everything they needed to
provided our DSRs with design rules of thumb, whether they know about ice. They covered types of ice, types of ice
were starting from scratch or working with a customer on equipment, energy efficiency regulations, sanitation basics, how to
replacement. properly size the system and ice storage vs. production.
3 continued on pg. 4
The Gloom…and what YOU can do about it??
continued from pg. 3
According to the industry “experts”, foodservice sales in 2009 are
expected to be less than they are in 2008, and for many, 2008 is a
decline. Those “experts” are predicting declines of as much as 15-
20%. We hear almost daily of foodservice corporate offices eliminat-
ing positions and, therefore, jobs. We hear of problems in financial
markets, in the auto industry, in retail. And the list goes on and on.
Within the SEFA family, on both the dealer and the supplier sides, we hear
It seems that almost each person we talk with has become an energy drainer instead of an energy
booster. And, those of us who are realists might say the energy drainers are right.
However, realism has never been my strong suit…in fact, I don’t recall ever in my whole life being
called “realistic”. So, I choose not to start now. Yes, the market can decline; our customers can stop
opening new stores, people can eat out less or at less expensive outlets.
But, I am in the foodservice and hospitality business. Eating out is entertainment, and the American
people are naturally hospitable and love to be entertained and to entertain. We will cut back on lots
of other things before we will give up our favorite restaurants and time out with family and friends.
Our good friend and fellow SEFA person, Tom, likes to say, “If you don’t have 100% market share,
there is still room to grow!” And, you know what, I think Tom may have something there…
Opportunities abound…we just have to look for them and find new business, maybe by winning it
away from someone else.
If a foodservice operation is not serviced by your company, it is a company waiting to be serviced by
you and your company. Are you certain that you can provide at least comparable product, better serv- Editor in Chief of FE&S Magazine, Joe
ice, better value? And, do you realize that you offer that one thing that only you can provide…YOU! Carbonara gave his State of the Industry
If you are not certain about these things, find a place to go off by yourself and think about who you
address. As someone who has his finger on
are, what your company provides and those unique qualities that draw customers to you and your
company. Those are the tools that will help you make it through the next several months. the pulse of the industry, Joe provided an
insightful look at what’s ahead.
Drop the energy drainers; you don’t need them around you. If you are an energy drainer, get over it!
You need energy boosters around you and you need to be an energy booster! In a position of lead- The perfect ending to a successful SEFA
ership, you cannot afford NOT to boost your people…and we are all leaders in different situations. Academy was our keynote speech from
Now, maybe more than ever before, is the time to reach out to family, friends, customers and pull Zena Dater of Oswalt Restaurant Supply.
them up. In so doing, you will pull yourself up. People will flock to those who make them feel good. Zena was named FE&S Magazine’s 2008
So, let’s try a plan… DSR of the Year. Zena shared with an audi-
ence of her peers some of the things that
Start each day by reading something positive. Maybe it is a quote, a Bible verse, a love note from
your spouse. If you can’t find something, call me! have contributed to her success and helped
her win this well deserved honor.
Look in the mirror…and smile! The person looking back at you can make your day and can make
anything positive. You are unique and very special. You owe the rest of your world a chance to know
you. “Zena’s presentation proves why she
is so successful. This lady is proof of
Laugh…besides being good for your health, it feels good. And, your positive approach may just
change someone’s day. what dedication and hard work have to
Do something good for someone else…without expecting anything in return. Your attitude can -John Pipinos, Economy
change your world.
When negative thoughts come your way, block them! Quite honestly, you can’t afford to let them “I don’t know if it’s her humor or the
edge in on all the good things happening in your life. And, you control your thoughts…don’t give fact that you can see she loves what
in. she does. It was obvious listening to
I’m sure some of you are saying I’m “off my rocker” or not realistic (I already admitted to that), but her speak that she doesn’t go to work
here’s the deal… but she wakes up every day and gets
paid for what she loves. Her stories
I’ve lost dollars in the stock market; I have friends struggling with finances; I wonder how this will
all turn out; I know it will not be pretty for perhaps a long time. were hysterical and inspirational at the
same time. She is an inspiration to all
But, I know that I am blessed beyond belief and that I have a purpose for my life. Those two things in the industry for her determination
will never be taken away from me. My blessings allow me to share thoughts, gifts, etc. with those in and passion for the industry as well as
need. My purpose may be to lighten someone’s burden or to encourage someone to look at life in a
new, more positive way. I hope I’ve shared just enough to help you as you look to the future in an
what she does outside of the industry.”
exciting way. -Courtney McGarry, Paramount
To 2009…it’s waiting for the winners! -Tedde
Chesterfield, MO October 22-25, 2008
12 Coaches, 18 In-depth Trainers, and 26 Featured Product
Line Presenters were on hand to impart product knowledge
to 140 dealer sales professionals. SEFA’s last National Sales
Conference of the year was a great success. As part of the
conference, SEFA hosted a fun networking dinner at
Chandler Hill Vineyards, at which the destination of the
SEFAPro Celebration Trip was announced.
Proceeding the conference, True Food Service Equipment
graciously hosted attendees for a tour of their facilities and
January 8-11, 2010
BVT-Chef Revival/San Jamar Cambro
InterMetro Lincoln/Merco Savory
People on the Move Noteworthy News
SEFA welcomes Devyn Kelly as executive assistant to Jim
Reid. SEFA's ”Good Apple“
Jim Reid was honored with Posternak Bauer
BFA announces the addition of Tom Haydu to their staff. Associates Good Apple award at their
Maines welcomes Jeremy Smith as Non-Foods buyer. annual award celebration held on November
8. “The key to our Good Apple lies solely in
Holly Newme has joined Admiral Craft as director of
the meaning of the word GOOD, namely
moral, proper, righteous, honest, devout,
Mike Lehman has joined BVT-Chef Revival as national religious, beneficent, benevolent,
sales manager - East coast. accomplished, and knowledgeable. He is
also both Good-Natured and a Good
Cardinal International appointed David Allgor to the
Samaritan,” said Michael Posternak of Jim.
position of senior director of sales.
Jim joins Tedde as Posternak Bauer's first
Carter Hoffman announces the addition of Joe Eberwein as matched pair of Good Apples.
regional sales director for the Midwest, Northeast and Congratulations to Terry Hoelle of Structural
Southeast. Concepts who was also honored with a Good Apple award.
Franklin Machine Products hired Joseph Notaro as
manager of international sales. Manitowoc's Acquisition of Enodis is Finalized
The Manitowoc Company, Inc. announced the completion of its
The Lincoln Group appointed Gary Dykstra to president. acquisition of Enodis plc, a global leader in the design and
Steven Linzy joined the company as regional sales manager. manufacture of innovative equipment for the commercial foodservice
industry. The $2.7-billion acquisition will establish Manitowoc
ITW announced the following structural enhancements:
among the world’s top manufacturers of commercial foodservice
Tom Szafranski was appointed president of FEG
Commercial. Pat Kill was named vice president of dealer
sales for Traulsen; Jason Prondzinski was named vice pres-
As part of the acquisition process, Manitowoc reached agreements
ident of national accounts for Berkel, Traulsen, Vulcan and
with US and European regulatory agencies to divest all assets of the
Enodis ice business to include Scotsman, Ice-O-Matic and certain
Changes at Kolpak include the addition of Rick Showers as other assets. By agreement, these divestitures will be completed no
director of product management for the walk-in division. later than March 10, 2009. During the interim period, these entities
Laura Gutkowski has joined Lakeside as product line and will operate independently of Manitowoc.
InSinkErator promoted Dave Kowbel to service and techni- Reinhart Acquires IJ
cal support manager for the foodservice products division. Reinhart FoodService, LLC, LaCrosse, WI, has completed the
acquisition of the IJ Co. and its subsidiaries in Knoxville, TN. IJ is a
InterMetro promoted Katherine Young to director of sales fully integrated supplier, providing more than 12,000 items across 17
for the Western region, Paul Swanson to director of sales for Southeast states. The company services thousands of multi-unit and
the Eastern region, Nancy Fera to foodservice district sales independent restaurants including Sonic, Subway and Atlanta Bread
manager for the Northeast region, Gerry Kenlon to director Co. from four distribution centers in Knoxville and Johnson City, TN,
of strategic accounts and Benjamin Lee to national strategic and Valdosta and Atlanta, GA. Mark Drazkowski, ceo of Reinhart
accounts manager of foodservice for the Southeast. FoodService said, “It is an honor to officially welcome the IJ
organization into Reinhart FoodService and we anticipate a smooth
Unified Brands has hired Ken Perrine as regional sales
transition for everyone with its complementary products and
company culture.” Effective immediately, IJ begins operating as a
The Vollrath Co., LLC, appointed Paul Bartelt to the newly division of Reinhart FoodService. Mike Devoto, IJ president, will
created role of chief operating officer. The company also continue to be responsible for the division’s operations reporting to
announced that Bartelt will succeed Tom Belot as the com- Boyd Jordan, president of Reinhart FoodService.
pany’s president and CEO upon Belot’s planned retirement at
the end of 2009.
Hawkeye Acquires Droege
Scotsman Ice Systems announces the appointment of Mark Hawkeye Foodservice Distribution, Inc. announced that it has
McClanahan as president. acquired Droege Foodservice of Washington, MO. “It is a good mar-
ADE Restaurant Services has moved to 471 Irmen Drive riage of needs and circumstances and a win-win situation for
Addison, IL 60101. Hawkeye and Droege. We feel that we will be able to offer not only
customers more value-added services but we will also be offering its
C&T Design’s Louisville office has moved to 295 Pearce employees a better long-term opportunity,” said Hawkeye president
Industrial Road, Shelbyville KY 40065. Jeff Braverman.
Family Album SEFA Dealers Honored
Penn Jersey Paper Co. of Philadelphia, was named Member of
Welcome Congratulations to Riva Zucker, Culinary Depot, the Year for its outstanding performance as a Network
and her husband Yitci who welcomed a son, Moshe, on November member.
2. Michael Lichter, Culinary Depot, and wife Peril announced Dick’s Restaurant Supply of Seattle, was honored with the
the birth of their son, Eli, born on October 18. Jorge Duran, H. 2008 Power Player of the Year award presented by Seattle City
Weiss, and wife Jenifer are the proud parents of Olivia, born Light and Puget Sound Energy.
September 18. Chrissy Hedglin, Acme, and husband Dave,
welcomed son, Connor, on July 2.
New Rep Appointments
On the Mend Get well wishes go out to Nick DiTrolio,
Supplier Rep Group/Territory
Chef Specialties Sara Griggs & Assoc., TN, AL, GA, FL
Structural Concepts The Collis Group, Ontario, Canada
Wedding Bells Congratulations to Steve Bennett, Perkins, and
wife Donna who were married on August 2, 2008.
Condolences We are deeply saddened by the loss of Jim
Reid’s mother, Frances Reid. Frances was a wonderful woman and MAFSI honored four industry professionals and one MAFSI
chapter at their Annual Conference, held in Tucson, Arizona.
she will be missed by all who knew her. Our sympathies to Market Mover Award: Jim Cullinane, Vulcan-Hart Co.
Matthew Lobman, Admiral Craft, whose mother also passed Special Recognition Award: Michael Posternak, Posternak
away. Bauer Associates, Eastchester, N.Y.
Tony Award: Ray Ward, Link2 Hospitality Solutions,
Pacesetter Award: Peggy Bensinger, VQ&T, St. Louis, Mo.
Bill Loveless Chapter Of The Year Award: MAFSI Region
MAFSI also announced new officers. David Wyllie, Wyllie
Marketing, now serves as MAFSI president, and John
Hoskinson, E. Ruff & Associates Inc., and Michael Turetzky,
Chernoff Sales Inc., serve as the association’s vice president
CFESA elected new officers: president, John Swanson, Bildon
Parts & Service. Scott Hester, Refrigeration Specialist Inc.,
was elected 1st vice president and Mark LeBerte., was elected
2nd vice president. John Schwindt, Hawkins Commercial
Appliance Service, was elected secretary and Joe Pierce,
Pierce Parts & Service was elected as treasurer.
The newly elected incoming board members are: Brock
Coleman, Commercial Kitchen Parts & Service and Roy
Armstrong, Armstrong Repair Center.
Kelly Kavanaugh has joined Mirkovich & Assoc., Lombard,
IL, as a key accounts manager.
AJC Honors Al and Bobbie Green Culinary Design and Fixture, Inc. • 3 yrs.
At a ceremony held at the New York, Bronx Botanical Garden, June Lafayette Restaurant Supply, Inc. • 3 yrs.
17th, Al and Bobbie Green, of E & A Supply, were awarded the
prestigious National Human Relations Award from the American September
Jewish Committee. Richard J. Sideman, President of the AJC Trident Food Service • 16 yrs.
commented, “All of our award recipients are incredibly successful Perkins • 11 yrs.
and dynamic business leaders in a very competitive industry. But
when it comes to philanthropy, they understand the compelling need October
to pool their talents, resources and energies in support of the greater Muckenthaler, Inc. • 21 yrs.
good. Through their outstanding volunteerism and their dedication to Great Lakes • 19 yrs.
Franke • 14 yrs.
a host of important social and civic agencies, not the least of which is
Ledyard • 7 yrs.
the AJC, they share an abiding concern for their fellow human beings J&E • 1 yr.
across this nation and around the world. Their work as professionals Serv-U • 1 yr.
and their efforts as global citizens deserve our deepest praise and
SEFA, Inc. 4 Executive Court, Suite 1 South Barrington, IL 60010 A.D.E. • 20 yrs.
224.848.4060 fax: 224.848.4061 L & M Foodservice • 20 yrs.
Tedde Reid, President Chris Perrotte, Editor www.sefa.com Greco Sales, Inc. • 19 yrs.