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HUNDREDS ATTEND FROZEN FOOD LUAU

CHARLOTTE, N.C. -- A Hawaiian luau, complete with penguins, set the scene as more than 200 delegates of Southeastern Frozen & Dairy Food Councils Association (taking in members from frozen food councils in Georgia, Florida, and North and South Carolina) gathered at the Hilton Head Marriott Beach & Golf Resort from April 3 through 6.Hosting retailers included Harris Teeter, Food Lion, Ingles Markets,

CHARLOTTE, N.C. -- A Hawaiian luau, complete with penguins, set the scene as more than 200 delegates of Southeastern Frozen & Dairy Food Councils Association (taking in members from frozen food councils in Georgia, Florida, and North and South Carolina) gathered at the Hilton Head Marriott Beach & Golf Resort from April 3 through 6.

Hosting retailers included Harris Teeter, Food Lion, Ingles Markets, Bi-Lo, Winn-Dixie, W. Lee Flowers, K-VA-T/Food City, MDI (which covers the Galaxy IGA stores, headquartered in Hickory, N.C.) and Supervalu.

Ira Blumenthal, president of Atlanta-based Co-Opportunities, delivered the keynote address on brand building. He talked about some of the major changes and challenges impacting all of the food industry.

"One change we all have seen is that we are a brand-obsessed society," he said, with our Xerox-ing, eating Jell-O instead of "gelatin," using Band-Aids, and, "nobody asks for a rum and cola.

"Many of the frozen food manufacturers do a great job of producing terrific products, but I am not certain they do as good a job in brand development," Blumenthal said. Also, he pointed out, "when your brand is developed, you can charge more," because brands command more money. Also, brands clearly say "this retailer cares enough to market and sell the very best," he told SN.

Retailers' own brands were part of the discussion, too. Brands are best marketed if they have a personality, Blumenthal told the group. "Who are we kidding? Private label is a brand. The only difference between a store-label brand and a big-time manufacturer brand is the way we market it."

Packaging has to be right, he said, because "we buy with our eyes." And there must be brand standards and consistency. Too often retailers' brands focus on price, and a low price at that, he said.

"Regardless of what it says on your business card, it should say 'brand manager' because you are. Look at your brand and ask yourself if it has a personality. Brands that succeed have to have a unique selling proposition. Maybe it's time to take stock again," Blumenthal said.