Smith & Greene CompanyKent, Washington

Stephanie Otis, Lloyd Warnes and Garrett Mullen

SEFA’s 22nd Annual Partnership Conference was a huge success! TheConference brought the SEFA family together to celebrate and to buildand strengthen partnerships.

The week was full of many memorable moments. Among the highlightswere the Welcome Reception, our networking events including golf,wine tasting at Arbor CrestWine Cellars, and clay shooting at the DoubleBarrel Ranch, SEFA’s Annual Awards Banquet, and a boat cruise onbeautiful Lake Coeur d' Alene. (See inside pages for complete coverageof our award winners.)

Thanks to all who helped make the week a tremendous success!

2007 Member of the Year

2007 Supplier of the Year

22nd Annual Conference Edition

Synergy-news

VOL 18 NO 2 2008

Hatco Foodservice EquipmentMilwaukee, Wisconsin

Rick Anger, Mark Ecker and Dave Rolston

2

Best Restaurant Equip. & DesignColumbus, OHGloria Dewey and Jim Hanson

Restaurant DepotCollege Point, NYTom Owens, Matthew Arthur, Robert Duque, Larry Rosenthal,Tedde Reid, Jim Reid

2007 Outstanding Performers

Soaring to New Heights

In Sync with Excellence

Franke WorldwideLa Vergne, TN Kevin Yohe

Johnson-LancasterSafety Harbor, FL Brad Lancaster

Manning BrothersAthens, GA Chuck Day and Ronny Whitmire

PerkinsTaunton, MA Al Gordon

President's Club

High Achievers

Ashland EquipmentBelcamp, MD Todd Schaeffer and Rod White

B&G Restaurant SupplyPittsfield, MA Tricia Powers Dambrauskas

Breckenridge Kitchen EquipmentHuron, OH Mark Claus and Dick Pohl

H. WeissArmonk, NY Jeff Dellon, Jim Weiss, Raymond Vasquez

Myers Restaurant SupplySanta Rosa, CA Rob Myers, Bob Myers and Jon Myers

Strategic LeadershipRoger Carter

C & T Design & Equipment

3

ADE Restaurant ServicesAddison, IL Steve Schoop

Buller FixtureOmaha, NE Sandy Swanson and Mary Pat Veys

E&A SupplyPlainfield, NJ Joel Greene and Al Greene

Hawkeye FoodserviceIowa City, IA Danielle Schwenker and Bill Ledger

Pioneer Distributing CompanyLittle Rock, AR Tony Riggan and Jamie Crossland

Circle of Excellence

Grady’s Restaurant & Bar SupplyPueblo, COPaul Gradishar, Tom Radiff

Journey

2007 Outstanding Performers

Economy RestaurantEquipment & Supply

San Marcos, CAJohn Pipinos and Troy Roberson

Great Start

Ashley Hux and Mike LehmanRubbermaid/Pelouze

Trainers of the Year

TraulsenTom Szafranski and Gary Simpson

Market Leader for Innovation

2007 Outstanding Suppliers

4

Walco StainlessRon Gallman, Phil Benbenek and Dave Johnson

Outstanding Supplier for Tabletop

Blodgett Oven CompanyMark Pumphret and Chris Brinkerhoff

Outstanding Supplier for Cooking

Outstanding Supplier forLight Equipment

Globe Food Equipment CompanyTony Quesenberry

Cambro ManufacturingNick DiTrolio and Dave Schrecengost

Outstanding Supplier for Supplies

Delfield CompanyGraham Tillotson and Bill Keske

True Food Service EquipmentDon Sours and John Ebenroth

Market Leader for Dealer Support

Outstanding Supplier for Refrigeration

50’s ClubFor Dealers and Suppliers who increased their businessthrough SEFA by 50% or more in 2007

Dealers:Economy RestaurantPioneer Distributing Co.Suppliers:ChampionChannelJohn BoosLakesideUpdate International

$1 Million Growth ClubFor Dealers and Suppliers who increased theirbusiness through SEFA by $1 million or more in 2007

Dealers:AshlandB&GBestBreckenridgeE&AEconomyFrankeGreat LakesH. WeissManning BrothersMyersParamountReinhartShamrockSmith & GreeneTrident

Suppliers:Advance TabcoBlodgett OvenCaptive-AireFocus FoodserviceNational CheckingNor-LakeStar Mfg.TraulsenUpdate International

Sprinter’s ClubFor Suppliers who increased their businessthrough SEFA by 100% or more in 2007Palmer Snyder

$2 Million Growth ClubFor Dealers and Suppliers who increased their businessthrough SEFA by $2 million or more in 2007

Dealers:Johnson-LancasterPerkinsSuppliers:Cleveland RangeDelfield Co.True Food Service

5

$6 Million Growth ClubFor Dealers who increased their business through SEFAby $6 million or more in 2007

Restaurant Depot/Jetro Cash ’N Carry

$4 Million Growth ClubFor Suppliers who increased their business through SEFAby $4 million or more in 2007

FoodHandler

Linked in PartnershipJoining us for their first conference

Anchorage Restaurant SupplyCounty Restaurant Supply

Culinary DepotInstawares

J & E Restaurant SupplyServ-U

Penn Jersey Paper Co.Co-Rect Products

American Table & SeatingDoyonFollett

Selected FurnitureThermalrite

Many thanks for another outstandingSEFA week. As a spouse, I am alwaysimpressed with your organization andthoughtfulness. You take great care tosee that all of us feel welcome andhave the opportunity to learn moreabout the area we are visiting. AmyKlaus and I appreciate all you do.

Looking forward to seeing you inHilton Head next year. Thanks again.Joyce Pohl, Breckenridge

I wanted to take time out to thankyou and your organization for theeffectiveness of the conference,the best that I personally haveattended in my career.

Getting a multitude of SEFAmembers in front of 114 vendorscould not have been done moresuccessfully than the approachyou employed. More importantly,the care that you and your teamprovided to all new members, andparticularly Instawares was firstclass.Paul Stoner, Instawares

APC Buzz

We totally enjoyed meeting all the otherSEFA Members throughout the country.The round table discussions producedgood results, with short high qualitymeetings. Social events were fabulous.Awards dinner was fantastic especiallythe company at our table. We have nowset goals of getting on that stage everyyear! Can’t wait until the next one!Kevin Curtin, PJP

Recognition of members’ accomplishments wasamazing. Without question, SEFA is mostimportant to the individual dealer; but therecognition of accomplishment extended byTedde and Jim gave us the feeling that theyvalue their dealers as well. Meeting otherdealers was also terrific. Testimony from othersabout how SEFA has enhanced their businessmade us realize how fortunate we are to be apart of such a prestigious buying group.Steve Holland,Anchorage Restaurant Supply

NNootteewwoorrtthhyy NNeewwssFE&S Honors

Foodservice Equipment & Supplies Magazine recently honored two SEFA mem-bers during the 2008 Dealer of the Year & Industry Awards. Zena Dater, of OswaltRestaurant Supply, was named 2008 Dealer Sales Rep of the Year. Paul Watts ofAssociated Food Equipment & Supplies received the Top Achiever award.

New SEFA MemberWe are pleased to announce the addition of our new SEFA Dealer, Dick’sRestaurant Supply, Seattle, WA, effective June 1.

Middleby AcquisitionThe Middleby Corp. announced it purchased two European cooking equipmentcompanies: FriFri aro SA from the Franke Group and Giga Grandi Cucine, S.r.1.FriFri manufactures frying systems, while Giga Grandi’s product line includesranges, ovens and steam cooking equipment.

J.H. Carr Presents AwardsJ.H. Carr awarded their Dealer of the Year award to Myers Restaurant Supply, SantaRosa, CA. The award was presented to Jon and Rob Myers. The President’s Awardfor Rep of the year 2007 went to the Kelly Mincks Group, Seattle and Vancouver,WA. The group includes: Bill Kelly, David Mincks, James Mincks, Janet Lusk, JimMincks and Chris Wengler. This is the second time they have won this award forsales growth and customer confidence.

Hatco Honored by FCSIHatco received “Education Provider of the Year” at FCSI’s annual awards.

Southbend TrainingIn late February, Southbend hosted a group of 13 SEFA dealer salesprofessionals in their newly built training center. The day long event included livecooking on Southbend equipment along with an in-depth review of their entireproduct offering.

Cadco CelebrationTo celebrate twelve years of business Cadco hosted a reception during NRA. At theevent, Mike Shanahan, presented SEFA with the “Original Buying Group” Award.Larry Rosenthal of Restaurant Depot received the “Opportunity & Loyalty” Award.

APC BuzzI just wanted to send you a quick note thanking you andeverybody at SEFA for the great conference. Additionally,thank you very much for the award as it came as quite asurprise. You guys do an amazing job year after year andwe are lucky to be a member of such a great organization.Keep up the great work.Brad Lancaster, Johnson-Lancaster and Associates Inc.

As always there’s no one thing that set apart the SEFAConference and that’s why it’s the best in the industry. Theoverall professionalism of the members at the roundtables.The networking that is made available to both themembers and suppliers. The way the roundtables are run,on time and moving. John Schafer, Candle Lamp Co.

As always the conference is very organized and runs well!Every dealer is in attendance and comes to the table witha good attitude. The SEFA Annual Partnership Conferencestill provides the best ROI in the industry. The Coeur d’Alene Resort was very nice. Overall rating...A+ again! Alan Oates, FMP

The SEFA Awards ceremony, Night with the Stars, wasgreat as always. It’s always exciting to see who amongstour industry is shining in ways that the rest of us can learnfrom as we grow. Steve Everett, Dormont

•• NNEEWW RREEPP AAPPPPOOIINNTTMMEENNTTSS ••Supplier Rep Group/Territory Bakers Pride Courtney Marketing, NM and El Paso, TXFocus Carolina Foodservice Solutions, NC, SC

Commercial Kitchen Reps, Upstate NYJ.H. Carr Hollander Group, NC, SC, MN, W. WI

William Keeney & Assoc., IN, KY, W. OHPanasonic Empire Equipment, NC, SC

Professional Manufacturers Reps, GA, AL, E. TNZink Marketing, MI, IN

A very special and big announcement, made at our PartnershipConference, is the development of key leadership positionsamong the SEFA staff. We are thrilled with the selection of threenew Directors: Tom Stritch, Director of Dealer Relations;Lori Christ, Director of Operations and Chris Perrotte, Directorof Marketing. Watch for more exciting opportunities with SEFAas they work with us on new programs and new solutions avail-able with SEFA.

SEFA grows and expands! We look forward to moving to a newoffice building on July 7. After that date, you’ll find us at 4Executive Court, Suite #1, South Barrington, IL. We’ll be sendinga formal announcement, but above is our new building.

6

It was a family reunion and what agreat family we have! At Coeur d'Alene, we even added newMembers to the family, seven newdealer members and six newsupplier members. By the end ofthe week, they were well immersedand a big part of the group!

Why does SEFA qualify as family, both toourselves and to many in our industry? I think it is our culture;we genuinely care about each other, both personally andprofessionally. We anticipate with enthusiasm the arrival ofeach and every person. Our values are consistent; we believe incelebrating each other’s accomplishments. We truly enjoy beingtogether.

We do the “business” part. Each dealer spends time with eachsupplier. And, no one misses a session or such a greatopportunity. Not only does this show respect, it gives each onea chance to build relationships. And, the networkingopportunities are always such fun.

We went from a 1st class roving dinner with sushi and grilledyak capped by the famous SEFA soiree, to cruising around LakeCoeur d' Alene, complete with awesome food and terrificnorthwest wines. In between, we braved the elements for golf,clay shooting (complete with Dick Cheney), and a wine tastingtour. What fun! And, can you believe it, the golf carts hadheated seats! Yes, there is always something special aboutSEFA selected spots and activities. In fact, Coeur d' Alene hasalways been requested as a location to return to…and we did.With their service factors, we sure know why!

At our Annual Dealer Meeting, we introduced our new SEFAstrategy. Having been developed by our Executive Committee,we are excited that the primary goal is to maintain our SEFAculture and our core values of passion, great leadership,integrity and entrepreneurial spirit. We anticipate tremendousgrowth opportunities, both with existing Members and with newMembers. And, we are very enthusiastic about enhancing SEFASolutions. We are a great group of people with a jointmission…and we love it!

-Tedde

Tedde Talk

March NSCSEFA hosted our first National Sales Conference of 2008 in Oak Brook, IL onMarch 6-8. There was something extra-special about this particular meeting.Maybe it was the record number of dealer sales professionals in attendance,or the suppliers new to SEFA training that were so eager to share their knowl-edge, or the wonderful networking event that gave everyone the opportunityto give back and make a difference.

During a networking event, SEFA partnered with World Vision to assembleand donate Caregiver Kits for communities affected by HIV/AIDS in Africa,Asia, and Latin America. Our conference attendees assembled 500 kits! Thekits are used to equip volunteers who are caring for those living withHIV/AIDS. Caregiver Kits contain basic items such as soap, latex gloves, andcotton balls that improve and prolong the lives of those living with HIV/AIDSwhile protecting caregivers and preventing the spread of infection. A hand-written note was included in each kit to encourage the caregiver who receivesthe supplies.

HIV/AIDS is the greatest humanitarian crisis of our time. Every 14 seconds achild loses a parent to this relentless pandemic. Attendees of the NSC wereable to make a difference in the fight against HIV/AIDS.

Tribute to Rob TrulaskeOn April 23, 2008, the foodservice industry lost agreat leader and a wonderful man. As I reflect on theRob I knew, I think of several characteristics that herepresented…fairness, integrity, values, commitment,intelligence, humility.

He was so smart. I was always amazed at the facts and figures Rob knew aboutour Members. Each one was important to him. But, in addition to his knowl-edge of their businesses, he knew their families and things that pulled at theirheart-strings. He enjoyed sharing special times with special people, and hemade all people special. I learned from Rob…he made me a better leader anda better person.

He was so gracious. After he passed away, I was reading some memories I havekept of special times with Rob. The notes he sent were always touching.Things that seemed small at the time, Rob appreciated as though they were big.I learned from Rob…he made me more grateful for the small and the big.

He was so humble. With the success of True, it seemed that Rob had the worldbeckoning to his call. Yet, he never left his humble roots; he never strayed fromthe value system that would rule his life. I learned from Rob…he made mestrive each day to live with grateful humility.

As I write this, I think of Rob’s laugh. He always made me smile and made melaugh when he did. One could hear that laugh from across a big ballroom andit brought great pleasure. One was just happier when Rob and his laugh cameinto a room! I learned from Rob…I enjoy each day just a bit more than before.

I’ve thought about my legacy and what I would want people to say about mewhen I am gone. Rob left behind a home to care for people with special needs;he was a strong conservationist; he was a family man; he was a business leaderand more. Through each commitment, he touched lives. He left behind won-derful memories and tremendous lessons. I learned from Rob…and I miss him.

After Rob passed, Carol Macchi from True and I shared stories and tears. Hewas her mentor as well, and her friend. She said something to me that I’d liketo share. I think Rob would be honored by this idea.

What if each of us offered tributes to those important to us while they are stillalive and near to us? I can only imagine how people’s lives could be affected ifthey only knew how much they influence us and how much we care.

I can only hope that Rob had some idea of how much he meant to me and howmuch I learned from him. I would like to honor him by sharing a tribute withsomeone else, each and every day.

-Tedde

7

Maureen Morenko, Am. Diversified; Tara Scarberry, Best;Jeff Dellon, H. Weiss; Jorge Duran, H. Weiss;Jean Haack, Hawkeye; Kim Polhamus, Maines; DanteCorsi, People’s; Maritza Brienza, Grady’s; Ann Colgan,Reinhart; Christian Lopez, Restaurant Depot; JaimeSalazar, Restaurant Depot; Shawna LaMont, Thompson& Little. Coaches: Dianne Brooks, Matt Woelfer.

Carlisle

Hatco

Dave Gower, Am. Diversified; Josh Monahan, Best; BradGarner, Bintz; Keith Schumacher, CWD; Sabra Deming,Jordano’s; Steve Lambly, Ledyard; Jose Reyes, Lippert;Tony Riggan, Pioneer; Mike Pecorilli, PJP; Phil Brown,Reinhart; Martin Stein, Reinhart; Michael Wielichowski,Reinhart. Coach: Rick Anger

Frymaster

Cleveland

Chrissy Hedglin, Acme; Ken Antunes, Am. Diversified;Howard Schneider, Economy; Alfredo Lorenzo, J & E;Rose Adams, Ledyard; Kris Rosenfeldt, Lippert; LeeRose, Norvell; Lindsay Keene, Oswalt; Claude Chehab,Paramount; Tom O’Neill, PJP; Mary Reale, Serv-U;Helen Paz, Smith & Greene. Coach: John Stallsmith

Mar

ch N

ation

al Sa

les C

onfer

ence John Requard, Ashland; Steve Stock, C & T Design; Tim

Buckman, County; Hercules Pipinos, Economy; DougMacke, Hawkeye; Denise Wilson, Johnson-Lancaster;Carl Riemer, Kessenich’s; Bob Beattie, Northeast;Brittney Bunce, Oswalt; Eric Oblinger, PJP; Jack Miller,Reinhart. Coaches: Joe Nicholson, Della Simpson.

Scott Antosiak, A.D.E.; Angie Mullins, Am. Diversified;Robert Kalustian, Eastern Bakers; Bob McLachlan,Hawkeye; Cheryl Fichera, Jordano’s; Craig Stanford,Lippert; Stan Rettig,Muckenthaler; Tom Denys, People’s;Jim Tinsley, Restaurant Depot; Sandi Varner, State; JimWilliams, Thompson & Little. Coaches: Bob Dellert,Steve Dunn, Cindy Trueblood.

Lincoln Rubbermaid

Intermetro

Ashley Kruger, Best; Steve Fussell, Dean; Terri Trabert,Hawkeye; Stacey Hildebrandt, Kessenich’s; ArturoGuadalajara, Lippert; Dovia Flagg, Maines; Jenn Bauer,Manning; Duane Duszak, Perkins; Julie Steinhoff,Reinhart; Christine McCarter, Restaurant Depot;Michelle Clayton, Smith & Greene; Matt O'Neill, State.Coaches: Ashley Hux, Mike Lehman.

Todd Schaeffer, Ashland; Eddie Velez, Associated;Joseph Manente, BFA; Ralph Kimball, Bintz; MarkClaus, Breckenridge; Jim Gantt, C & T; Mike Sbarbati,Greco; Colette Golson, Jordano’s; Richard Lippert,Lippert; Chris Bolton, Manning; Jill Hussman, Serv-U;Tom Olsen, Smith & Greene. Coaches: Jon Showers,Mike Ward.

Rick Stark, Acme; Byron Stiegemeyer, Amfab; JoshFenwick, Ashland; Jason Lentz, Best; Scott Wainwright,Breckenridge; Christopher Christian, Great Lakes; BenShank, Lafayette; Zena Dater, Oswalt; Ryan Thompson,Paramount; Steve Bennett, Perkins; Irv Fine, PJP; ThadFehlis, Preferred. Coaches: Sheri Noordhof, David Perl.

Delfield

8

PPeeooppllee oonn tthhee MMoovveeSEFA welcomes Leah Jorda to our accounting department.

Don L. Hinshaw has been named President and Chief Executive Officer ofCandle Lamp.

Jane Hempel of Cardinal was promoted to Director of National Accounts.

At Enodis, Kevin Fink has been appointed to President of Ice GroupAmericas.

Matt Laughlin has joined the family business at L&M.

Maines welcomes Kim Polhamus as E&S Product Line Manager and DoviaFlagg as E&S Inside Sales Support.

SSP announces that Steve Fiser has taken the position of Western RegionalManager.

Michael Williams has rejoined Unified Brands as Director of CulinaryMarketing. Bob Arthur is their new Chain Account Sales Manager.

FFaammiillyy AAllbbuummCondolences Our sympathies to Bob Finkelstein, BFA, on thepassing of his mother; to Larry Glauser, Bintz, on the passing of hismother; John Stallsmith, Frymaster on the loss of his father; GeorgeShepard, Bar Maid, on the loss of his father; Jerry Beatty, J.H. Carr,on the loss of his mother and to Joe Stafford, State, on the loss of hisson.

Robert Trulaske, Jr.1949-2008We are deeply saddened by the passing of

our friend Rob Trulaske, Jr. of True Food

Service Equipment. Rob was a friend to the

industry and was well admired by all who

knew him. Our thoughts and prayers are

with Rob’s family and his True colleagues at

this very difficult time.

Welcome Congratulations to Chris Abraham, CWD, and wifeJackie, on the birth of son, Jackson Joe, on March 20th. MarcyMalson, Delfield, and husband Owen welcomed daughter NatalieMarie on April 4. Kevin Yohe, Franke, and wife Michelle welcomedson, Collin Johnson on February 7.

SEFA Member AnniversariesAprilJohnnie’s • 21 yrs.Smith & Greene • 20 yrs.Myers • 12 yrs.Amfab • 10 yrs.Ashland • 6 yrs.Buller • 3 yrs.

SEFA Synergy Published Bi-monthlySEFA, Inc. 1609 Colonial Pkwy. Inverness, IL 60067847.202.2155 fax: 847.202.2157 www.sefa.comTedde Reid, President Chris Perrotte, Editor

MayTassone • 21 yrs.Preferred • 5 yrs.Shamrock • 5 yrs.

JuneAssociated • 19 yrs.Johnson-Lancaster • 4 yrs.H. Weiss • 3 yrs.Economy • 2 yrs.

Southbend

Tracy Rhyne, Acme; Michael Kalajian, BFA; Kenneth Neil Hix, C& T; Josh Berta, County; Becky Cook, Hawkeye; Kate Donofrio,Manning; Scott DePiero, Northeast; Kevin Curtin, PJP; ClayCarney, Reinhart; Sean Hemming, Serv-U; Van Herring,Thompson & Little. Coaches: Kimberly Fiorletta, Jon Storer.

March NSC

True

Dominic Esposito, C & T; Brant Desatnik, Dean; Nick Gentile,Economy; Jose Lorenzo, J & E; Larry Williams, Jordano’s; TimJohnson, Kessenich’s; Andrew Gohn, Manning; Tim Helmer,Muckenthaler; Steve Lettero, PJP; Marte Garcia, Preferred;Brittany Chandler, Grady’s; Robert Duque, Restaurant Depot.Coaches: Don Sours, Bill Smith, John Ebenroth.

Unified

Quentin Wilmot, A.D.E.; Emily Walker, Ashland; Tia Hayes, Best;Michael Hanson, Bintz; Doug Posa, Breckenridge; Jeff Coffey,Buller; Jack Grabeel, Hawkeye; Martee Mikalson, Kessenich’s;Martin Marron, Myers; Jim Fulghum, Norvell; Daphne Croes-Labonte, Paramount; Fawn Griffin, Preferred. Coaches: AlexEdwards, Mike Krueger, Michael Williams.

Vulcan

Doug Miller, Boxer-NW; Sue Cole, Dixie; Leland Ball, Greco;David Jones, H. Weiss; Mike Marsland, CWD; Chuck Day,Manning; Xavier Arevalo, Myers; Dana Caudill, Norvell; BrianSelk, Serv-U; Heather Herring, Thompson & Little. Coach: LarryLyons.