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					                        Where we came from and where we are going…

                                 The Man Who Started It All
                              Ivar Johan Haglund was born to Swedish/ Norwegian parents, Johan Ivar and Daisey Maud,
                              in West Seattle in 1905. Tragically, Daisey died before Ivar was three years old. His father
                              never remarried, choosing to raise his only child alone, helped only by his sister-in-law,
                              Lorena Smith.

                              Haglund, being locally known as a folksinger before a fish n’ chips purveyor, spread the word
                              about his aquarium and seafood bar by performing in educational and entertainment
                              programs at nearby schools. He also staged a number of infamous pranks such as octopus
                              wrestling and clam eating contests on the Seattle waterfront.

                               He worked his way into the hearts of many through his endearing
                               and self-deprecating humor as well as his ability to make guests
                               feel at home. His love of Seattle was unparalleled and it showed.
                               Through the years, he supported many local causes, so much so
that the city asked him to take on the local Independence Day fireworks show for Seattle.

In 1985, just shy of his 80th birthday, Ivar Haglund passed away. He was posthumously voted by
the public as, The Person Who Best Exemplified Seattle.” A group of longtime friends
commissioned a statue to honor him and placed it on historic Pier 54, next to his first restaurant,
Ivar’s Acres of Clams. Ivar showed us that Seattle was and still is the jewel of the Pacific
Northwest. And to this day, his motto KEEP CLAM lives on.


                         Ivar’s - The Beginning (1938 & 1939)
One day, Ivar was approached by two West Seattle friends, Bob and Farley. They wanted to set up a fish and chips
counter at the aquarium. Nothing fancy, just a small deep fryer, with an ice chest for soft drinks. They wanted to handle the
fish bar and pay Ivar a percentage of their sales as rent. He agreed, and the first fish bar opened on Pier 3, what is now
Pier 54.
                                   The fish bar prospered and Ivar enjoyed a small percentage of the profits, but did not
                                   consider the fish bar anything more than a novelty at the time. Eventually it closed.

                                    Soon thereafter, Ivar discussed the restaurant idea with friends. Some encouraged him
                                    to go ahead, but most were against it. It was no secret then, as it is today, that new
                                    restaurants have a notoriously high failure rate; losses can be tremendous. The person
                                    most influential in Ivar’s venture to start the business was his father in-law, Harry M.
                                    Butler. Harry was a short, thin, gray-haired gent in his early seventies. He had more
                                    than 20 years experience operating hotel dining rooms, restaurants, and resorts for the
                                    Westin Hotel.

                                     When Ivar applied for a loan, the bank asked if he had any experience in the
                                     restaurant business. His response was typically Ivar. He could have tried to use Roy
and Farley's fish bar as experience. It would have been grasping at straws, but then again it would have at least been
something to fill the blank loan application. Instead he left the application form as it was and told the bank's officers
openly, "I don't have any experience, but my father-in-law does." No hedging. No baloney. The loan was approved.




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                           Ivar Takes Patsy To See Santa (1940)
                                             It was Christmas 1940 in downtown Seattle. All eyes in the public
                                             market were on the young man with the baby buggy. The buggy was
                                             decorated with Christmas ornaments and a sign that read "Merry
                                             Christmas from Patsy, Baby Seal of the Aquarium, Pier 3." "Wasn't that
                                             Ivar from the aquarium? The one who sang on the radio? What was he
                                             doing with a baby carriage? Was Ivar a father?" A small crowd
                                             gathered round the buggy. Ivar smiled pleasantly and continued on his
                                             way.

                                             Those who could see into the buggy began to laugh. The crowd was
                                             starting to grow. "What is it?" people wanted to know. "What's in the
                                             buggy?" The crowd spilled out of the market and onto the sidewalk.
                                             Ivar made his way slowly across the street and continued uptown. His
                                             destination was one of the large department stores in Seattle,
                                             Frederick & Nelson. Reason for coming: to visit Santa Claus.

                                             By the time Ivar and Patsy got to the store, a path had to be cleared to
                                             get through the door. Newspaper photographers were there.
                                             Flashbulbs were popping. True to his nature, Ivar deadpanned for the
                                             cameras and wheeled the buggy directly up to Santa, who by this time
                                             wasn't at all sure what he wanted to do. He stared down into the buggy
                                             and cleared his throat. "Ah...heh. Ho Ho Ho, little fellah!" Two huge
                                             dark eyes stared back at him. "Harroww!" "It's a seal," they cried, "Ivar
                                             brought the seal to see Santa Claus!"




                                   The Great Syrup Spill (1945)
A train car full of syrup rolled into                                       of onlookers who were milling up and
town. It all started innocently one                                         down the street. Suddenly he stopped.
morning, when the railroad parked                                           He froze dead in his tracks. A light bulb
a tank car filled with syrup next to                                        went off in his head. He turned in a flash
Madison and Alaskan Way South,                                              and headed for the restaurant. There
directly across the street from Pier                                        was no time to lose.
54. Sometime during the early
morning, traffic began to slow as a                                         First, there were a few calls to the
small crowd gathered at the                                                 paper. Next he donned a pair of hip
intersection. Like many others,                                             boots and pulled on a huge apron. All
Ivar walked out to see what the                                             this was topped off with the aquarium
attraction was.                                                             hat. When the reporters arrived, they
                                                                            couldn't believe their eyes. There in the
A coupling on the tank car had                                              center of the huge lake of syrup was
ruptured. Traffic was stopped                                               Ivar. In one hand he carried a large
because hundreds of gallons of                                              plate of pancakes, in the other a large
thick syrup was pouring out onto                                            spoon. He was scooping up the syrup,
Alaskan Way South, forming an                                               pouring it on the pancakes, and telling
ever-increasing lake of sticky,                                             the crowd, "Eat at Ivar's. We don't skimp
gooey syrup. Ivar joined the group                                          on the syrup."




                                        Octopus Wrestling (1946)
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One of Ivar's better-known early promotions involved a           That's when the State Humane Society swung into
former heavyweight-boxing contender named Tony                   action and lodged a complaint, demanding a ban on
Galento and an octopus. Tony was so big they called              octopus wrestling matches. In those pre environmental-
him "Two Ton Tony." He at one time knocked down the              movement days it was hard to get much public
heavyweight-boxing champion of the world, Joe Louis,             sympathy, especially for an octopus, and the Humane
but lost the fight in later rounds. Ivar arranged to have        Society didn't. If they had known the whole story, they
him wrestle an octopus in a tank outside the aquarium.           wouldn't have cared. You see, when Tony arrived to
Two-hundred-and-seventy-                                                                       wrestle the octopus, Ivar
five pound Tony started                                                                        didn't have one. He called
having second thoughts                                                                         the Eardley Fish and Fillet
when he felt the chilling                                                                      Company to see if they did.
water in the tank. It took a                                                                   Bill Eardley took the call.
lot of persuasion, but                                                                         "Sure, Ivar. I've got a nice
somehow Ivar talked him                                                                        big one here. Must be at
into the tank, and the match                                                                   least seventy-five pounds.
was on. Ivar kept the two                                                                      Just one thing wrong with
contestants in the center of                                                                   him." "What's that?" Ivar
the tank, apparently locked                                                                    asked. "He's dead." There
in mortal combat. Arms flew                                                                    was a long pause at the end
in all directions - eight for                                                                  of the phone. "Oh. Well,
the octopus, two for Tony. In                                                                  that's okay, just bring it
the end the octopus was                                                                        down. We'll put it in the tank
declared the winner and                                                                        and circulate the water with
mercifully the match ended.                                                                    a hose. It'll keep moving
                                                                                               and no one will know the
The story made all the                                                                         difference." And Ivar, as
papers. It got a good ride                                                                     usual, was right. The
from UPI, and even showed up as far away as Paris.               Humane Society need not have worried, and Tony
According to Ivar, Tony claimed he was fouled                    should have received an Oscar for his performance.
underwater, but the octopus was still declared the victor,       Today professional wrestlers are accused of acting, but
until two days later, when he was declared dead. Ivar            how many of them could lose a match to an octopus that
said he committed suicide from embarrassment.                    was already dead




                                       Clam Eating Contest (1948)
                                         The first clam eating contest was held at Pier 54. The winner was Richard
                                         Watson, a Seattle cabdriver, who gulped down 110 clams in 10 minutes and
                                         became the first ever IPFSACECA (The International Pacific Free Style Amateur
                                         Clam Eating Contest Association) World Champion Clam Eater.

                                         No sooner had Watson been crowned world champ than someone yelled "FOUL!"
                                         Ivar was shocked. "Who could possibly impugn the integrity of the IPFSACECA?
                                         We've only had one contest," he said, "and besides we make up our own rules."
                                         The grievance came from Massachusetts, of all places, and came from a truck
                                         driver named Joe Silva. "Your boy," Joe claimed, "cannot possibly be the Clam
                                         Eating Champion of the world until he defends his title against the East Coast
                                         Champion, namely me."

Ivar carefully considered the situation. Two clam eating champions? Competing in Seattle for the world title? This was too
good to be true. After deliberating for a good two or three seconds, he accepted the challenge. The stage was set for the
great East versus West Clam Eat Off of 1948.

The great East vs. West Clam Eat Off of 1948 ended in victory for Seattle cabdriver Richard Watson. He is shown above
receiving the coveted title crown from Ivar and congratulations from East Coast challenger Joe Silva.




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                      Ivar’s Sponsors Seattle’s Fireworks (1964)
Ivar Haglund was asked to put on a fireworks show for the entire city, just days before the 4th                        of
July 1964. If he hadn’t, it would have been canceled. The city of Seattle simply didn’t have
the funds available.

He decided to use the opportunity as a great way to thank his customers and give back to the
community. The fireworks went off that year and every year after until 2008.




What’s The Biggest Clam You’ve Ever Seen? (1985)
                       In 1985 Dancing Clams were born began to make appearances throughout the Northwest and
                       California. Since then, they've shown up on TV, in commercials, at Mariners games, Children's
                       Hospital and shell loads of visits to Ivar's locations in the Seattle area.




                       Ivar’s Today - Our Restaurant Concepts
                      F u l l Se r v ice Wa te r f ron t Restau ran ts – The first full service location “Ivar’s Acres of
                      Clams” was built adjacent to the fish & chip stand on Pier 54 in 1940 where it still operates today,
                      much as it did all those decades ago. There are three full service waterfront restaurant locations
                      now. Two are in Seattle, Ivar’s Acres of Clams and Ivar’s Salmon House, and one about 20 miles
                      north in Mukilteo, The Ivar’s Mukilteo Landing.


Quic k Se r ve F ree Standi ng & Mal l Restau ran ts – Using the same
business model as our original fish & chips and chowder stand, Ivar’s now has many
“Seafood Bars” throughout Washington State and one as far south as Santa Clara
California.


                       Spo r ts Stadi ums – Ivar’s has also transferred their winning concept into sports venues.
                       Along with our world famous fish, chips and chowder, Ivar’s also operates Grounders Garlic Fries
                       and Kidd Valley Gourmet Hamburgers stands. Whether it is baseball, football or soccer, you can
                       get your Ivar’s fix throughout western Washington stadiums.


K i dd Va l ley Gou r met Hambu rge rs – For those non-seafood lovers,
Ivar’s owns this celebrated burger chain, Kidd Valley.




                                                                                                                  Page | 4
                        Ivar’s Expands into Retail, Club Store
                                 & Food Service Sales
                                                              1998 - Ivar’s begins to expand their line of soup and
1988 - Ivar’s begins selling its delicious tartar and         chowder offerings
cocktail sauces to local Seattle grocery chains
                                                              1999 - Ivar’s clam chowder finds its way onto Alaska
1991 - Ivar’s clam chowder lands on grocery stores            Airline flights as a meal option (not available at this time)
shelves all over the Pacific Northwest
                                                              2000 - Ivar’s chowder is sold in the Neiman Marcus
1994 - Ivar’s launches a food service operation,              catalog (not available through NM at this time)
providing its award-winning chowders and soups to local
employers like the Washington State Ferries, Boeing,          2002 - Ivar’s shows up on QVC, the home shopping
Microsoft and Sea-Tac Airport                                 channel

1995 - Ivar’s clam chowder appears at Costco club             2005 - Ivar’s builds a brand new production facility in
stores throughout the Pacific Northwest region                Mukilteo, Washington

1997 - Ivar’s sells it first container of clam chowder to a   2007 - Ivar’s sells its first Dungeness Crab Cake into
grocery co-op in Japan                                        Costco (not currently in rotation)




                                                                                                                   Page | 5
                        The Production Facility And Its People

                                                                         - Located 20 miles North of Seattle
                                                                             - State of the art facility that was built from the
                                                                             ground up as a soup production facility
                                                                         - Moved into the building May 2005
                                                                         - We adhere to and exceed all USDA, FDA and
                                                                         HACCP guidelines




- This year we have celebrated three anniversaries for employees
with more than 25 years of service, the average tenure of our staff at
the plant is 14 years
- Einar Larsen, worked at Ivar’s for 47 years, with the last six
developing soup recipes
- Brand new test kitchen unveiled January 2008
- CIA (Culinary Institute of America) trained executive R&D Chef, got
her stripes at the Faralon restaurant in San Francisco and Rainier
Club in Seattle




Private Label Soups and Sauces
We can take any product you are now producing in
your own facilities, match it, and pack it under your
label.

Ivar's is ready to create and commercialize your
special recipes. Whether you commission us to build a
new soup or sauce from scratch, or would like our
team to commercialize your own tried and true family
recipe, Ivar’s Seafood Soup and Sauce Company may
have a solution for you. With at the helm as our
resident R&D expert, we have seven decades of real
world experience and 60 restaurants of our own to
draw upon when making your delicious creations.

Small Batch Processing We are able to craft small kettle batches from 1000 gallons to full-day production runs. We can
produce both fresh refrigerated and/or frozen product. Our facility operates under USDA, FDA and HACCP guidelines with
a stellar record. Let Ivar's assist you in achieving consistency. Imagine your recipe being made the same way every day,
no matter who is cooking it.

                                                                                                                          Page | 6
                                     Our Seafood Chowders & Soups


I va r ’s Puget Sound St y le Clam Cho w de r

                                Mild clam flavor, not East Coast Fishy flavor
                                Tender Sea Clams, Alder Smoked Bacon
                                Virtually dairy free (99.7%)
                                Trans Fat Free
                                Add water not milk (no added cost)
                                Holds all-day on the heat at serving temperature
                                2nd day re-heats okay when properly cooled
                                3-4LB concentrated pouches per case, plus 3-14oz pouches of non-dairy creamer
                                Case Yield: 3GAL or 48-8oz servings
                                Shelf Life: 18 months frozen or 3 months refrigerated
                                Sample size available (add 8oz of water to 16oz pouch of concentrate)




I va r ’s Pie r 54 Clam Cho w de r
                                Mild clam flavor, not East Coast Fishy flavor
                                Tender Sea Clams, Fresh Cream
                                Red Bliss Potatoes and Fresh Vegetable
                                Herby undertones
                                Only naturally occurring trans fats
                                Add water not milk (the cream is already in there – no added cost)
                                Holds all-day on the heat at serving temperature
                                2nd day re-heats okay when properly cooled
                                3-4LB concentrate pouches per case
                                Case Yield: 2.25GAL or 36-8oz servings
                                Shelf Life: 18 months frozen or 3 months refrigerated
                                Sample size available (add 8oz of water to 16oz pouch of concentrate)


I va r ’s A l de r Smo ked Salmon Cho w de r
                                Wild caught Alaskan Salmon
                                            Parmesan & Romano Cheese
                                        Pesto, Garlic and Red Pepper
                                            Very low dairy content
                                            Add water not milk (no added cost)
                                            Holds all-day on the heat at serving temperature
                                            2nd day re-heats okay when properly cooled
                                            3-4LB concentrate pouches per case, plus 3-14oz pouches of non-
                                            dairy creamer Case Yield: 3GAL or 48-8oz servings
                                            Shelf Life: 18 months frozen or 3 months refrigerated
                                            Sample size available (add 8oz of water to 16oz pouch of
                                            concentrate)




                                                                                                        Page | 7
I va r ’s No r t h west D u ngeness Crab Bisque
                                    NW USA Dungeness Crab (60% Dungeness 40% Rock Crab out of Chile)
                                               Fresh Cream
                                    Sweet Corn
                                    Sherry
                                               Add water not milk (no added cost)
                                               Holds all-day on the heat at serving temperature
                                               2nd day re-heats okay when properly cooled
                                               3-4lb. concentrate pouches per case
                                               Case Yield: 2.25GAL or 36-8oz servings
                                               Shelf Life: 18 months frozen or 3 months refrigerated
                                               Sample size available (add 8oz of water to 16oz pouch of
                                               concentrate)




I va r ’s W i l d A las kan Smo ked Salmon Cho w de r ( K i t St y le )
                                    Large pieces of diced Wild Alaskan Salmon
                                                 Separate Salmon pouches included in the case to add during the
                                                 cooking process
                                                 Trans Fat Free and All Natural
                                                 Gently Smoked on native hardwoods
                                                 Spice blend is big on flavor, mild on heat
                                                 Potatoes, Cream, Roasted Red Pepper Puree, Corn, Garlic, Sea Salt
                                                 Add water not milk (cost savings)
                                                 Holds all-day on the heat at serving temperature
                                                 2nd day re-heats okay when properly cooled
                                                 3-4LB concentrate pouches per case
                                                 Case Yield: 2.5GAL or 38-8oz servings
                                             Shelf Life: 18 months frozen or 3 months refrigerated
      Sample size available (add 8oz of water, 2oz salmon pouch to 16oz concentrate)


I va r ’s Clam-ha t tan Red St y le Clam Cho w de r
                                    An abundance of tender Sea Clams
                                    Sweet Tomatoes
                                                Skin-on random cut Red Bliss Potatoes
                                                Fresh random cut Vegetables
                                                Bright herbs for a great color, Slightly spicy
                                    Add water (cost savings)
                                                Holds all-day on the heat at serving temperature
                                                2nd day re-heats okay when properly cooled
                                                3-4LB concentrate pouches per case
                                                Case Yield: 2.25GAL or 36-8oz servings
                                           Shelf Life: 18 months frozen or 3 months refrigerated
                                                Sample size available (add 8oz of water to 16oz pouch of
                                                concentrate)




                                                                                                            Page | 8
                                     Our Non-Seafood Soups
I va r ’s T w oSpoon Tu r ke y Noodle Soup ( W i t h or W i t hou t Tu r ke y Meat )

                                   100% all white meat turkey (This is the only ingredient eliminated for the NO turkey
                                   meat recipe)
                                                Fresh egg noodles, Coin cut carrots
                                            Flavorful spice blend
                                   Add water (cost savings)
                                            Holds all-day on the heat at serving temperature
                                                2nd day re-heats okay when properly cooled
                                                4-3LB concentrate pouches per case
                                                Case Yield: 3.5GAL or 56-8oz servings
                                   Shelf Life: 18 months frozen or 3 months refrigerated
                                                Sample size available (add 20oz of water to 16oz pouch of
           concentrate)


I va r ’s T w oSpoon U l t i ma te Chi l i
                                  Beef and 2-bean (black and red)
                                           Sweet Tomato Sauce
                                               Green Pepper and Onions
                                               Jalapeno and Cayenne and 2 kinds of chili powder for heat
                                               Boil in bag, or just add to kettle (no water to add)
                                               Holds all-day on the heat at serving temperature
                                               2nd day re-heats okay when properly cooled
                                               4-4LB concentrate pouches per case
                                               Case Yield: 2GAL or 32-8oz servings
                                  Shelf Life: 18 months frozen or 3 months refrigerated
                                           Sample size available (RTU add no water)


I va r ’s T w oSpoon Chic ken To r t i l la Soup
                                      All white meat chicken
                                           Red Bell and Jalapeno Peppers
                                               Roasted Tomatoes, Black Beans
                                               Spice blend featuring Cayenne pepper
                                               Add water
                                               Holds all-day on the heat at serving temperature
                                               2nd day re-heats okay when properly cooled
                                               3-4LB concentrate pouches per case
                                               Case Yield: 3GAL or 48-8oz servings
                                               Shelf Life: 18 months frozen or 3 months refrigerated
                                               Sample size available (add 8oz of water to 16oz pouch of concentrate)


I va r ’s T w oSpoon Chic ken Noodle Soup
                                  100% all white meat chicken breast
                                             Fresh Egg Noodles, Coin Cut Carrots
                                             Flavorful spice blend
                                             Bright herbs for a great color
                                             Add water
                                             Holds all-day on the heat at serving temperature
                                                                                                                Page | 9
    2nd day re-heats okay when properly cooled
    4-3LB concentrate pouches per case
    Case Yield: 3GAL or 48-8oz servings
    Shelf Life: 18 months frozen or 3 months refrigerated
    Sample size available (add 16oz of water to a 16oz pouch of concentrate




                                     Marketing Materials
    o    Complimentary Posters, Table Tents, Static Cling Decals, and Counter Cards available
    o    Include Ivar’s logo on menus, reprint subsidization available, ask your Ivar’s representative
    o    Listing available on our website ivarschowder.com
    o    Customer may be reimbursed for soup cooking kettles they purchase, contact an Ivar’s representative for
         more details




                                              Future Soups
                                              and Chowders
                                                      Premiering in 2009
                                                                **Projected Launch Dates

                                                    o Loaded baked potato soup-working title June ’09
         launch**
    o    Broccoli & Cheddar soup June ’09 launch**
    o    Natural clam chowder October ’09**
    o    As current boxing supplies are used up, cooking instructions will be listed in both Spanish and English on
         new Master cases launch times will vary in ’09 and early ‘108




11777 Cyrus Way Mukilteo, WA 98275
P: 425-493-1402 F: 425-493-1861 W: ivarschowder.com




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