Specialty Food Magazine

NOV-DEC 2012

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

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(continued from p. 38) PROFILE "Our goal is to grow it faster than our "I want to become that weird combination of staple and special," says Jennerjahn. people to eat our cheese and like our prod- uct because it's good, not because it's cheap." Prices are further justified by the Flagship Foundation, to which Beecher's funnels one percent of sales. The program brings its Pure Food Kids education work- shops to fourth- and fifth-grade classrooms, teaching students how to read nutritional labels and cook with whole foods. It's a bottom-up initiative with the goal of lower- ing the demand for unhealthy, processed foods at the most impressionable age. "Kids get really passionate and they remember it," Jennerjahn says. company," Dammeier notes. "Our 10-year arc is to try to get it everywhere—try to take it across the nation." Future Goals With the Foundation's bold vision in mind, the market is seeking ways to grow and stay relevant. Increasing production to seven days and experimenting further with prod- ucts will coincide with general refinement and expansion. Jennerjahn sees an outdoor patio, lunch in The Cellar, and more events, from private company parties to public classes and tastings. Building visibility and awareness will certainly play an important role. "In the next year we would like to have a little bit more of an imprint," she says. "I want to become that weird combination of staple and special." Dammeier himself is con- sidering a year-long move to New York to test new projects and build the Beecher's presence and mission in the city. With a 20-year lease, he has no plans to fade away anytime soon. As the business evolves, Dammeier makes sure to stay close to his mission. "At our core, we're a cheesemaker," he declares. Promoting artisanal cheeses—his own and others'—advances the promotion of other high-quality products. "I think that it's a great category to get customers and to get people across the nation thinking about the story of their food." With the country's food policies ripe for a sea change, Beecher's is poised to help lead the charge to change the way Americans eat. |SFM| Eva Meszaros is associate editor for Specialty Food Magazine. Statement of Ownership, Management, and Circulation 1. Publication Title: 2. Publication Number: 0019 - 417 3. Filing Date: Specialty Food Magazine October 5, 2012 4. Issue Frequency: Monthly with combined issues in January/February, May/June, July/August and November/December 5. Number of Issues Published Annually: 6. Annual Subscription Price: 8 $50 7. Complete Mailing Address of Known Office of Publication: National Association for the Specialty Food Trade, 136 Madison Avenue, 12th Floor, New York, NY 10016. Contact Person: David Harrell, Telephone 646-878-0180 8. Complete Mailing Address of Headquarters or General Business Office of Publisher: National Association for the Specialty Food Trade, 136 Madison Avenue, 12th Floor, New York, NY 10016. 13. Publication Title: Specialty Food Magazine 15. Extent and Nature of Circulation a. Total Number of Copies (Net press run) b. Legitimate Paid and/or Requested Distribution (1) Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541. (2) In-County Paid/Requested Mail Subscriptions stated on PS Form 3541. (3) Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS® (4) Requested Copies Distributed by Other Mail Classes Through the USPS c. Total Paid and/or Requested Circulation (Sum of 15b (1), (2), (3),and (4)) d. Nonrequested Distribution (By Mail and Outside the Mail) (1) Outside County Nonrequested Copies Stated on PS Form 3541 (2) In-County Nonrequested Copies Stated on PS Form 3541 (3) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail (4) Nonrequested Copies Distributed Outside the Mail e. Total Nonrequested Distribution (Sum of 15d (1), (2), (3) and (4)) f. Total Distribution (Sum of 15c and e) g. Copies not Distributed h. Total (Sum of 15f and g) i. Percent Paid and/or Requested Circulation (15c divided by f times 100) 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor. Publisher: Matt Thomas, Publisher, National Association for the Specialty Food Trade, 136 Madison Avenue, 12th Floor, New York, NY 10016. Editor: Denise Purcell, Editor, National Association for the Specialty Food Trade, 136 Madison Avenue, 12th Floor, New York, NY 10016. Managing Editor: N/A 10. Owner: National Association for the Specialty Food Trade, 136 Madison Avenue, 12th Floor, New York, NY 10016. 11. Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None 12. Tax Status: Has Not Changed During Preceding 12 Months 14. Issue Date for Circulation Data Below: September, 2012 Average No. Copies Each Issue During Preceding 12 Months 39,358 34,246 0 554 0 34,800 2,111 0 0 1,757 3,868 38,668 690 39,358 90.00% 17. I certify that all information furnished on this form is true and complete. Matt Thomas, Publisher Specialty Food Media No. Copies of Single Issue Published Nearest to Filing Date 38,670 34,493 0 577 0 35,070 2,107 0 0 825 2,932 38,002 668 38,670 92.28% Date: October 5, 2012 NOVEMBER/DECEMBER 2012 65

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