Trade Events

TRADE MISSION TO ALL-STAR FOODS
ANNUAL HOLIDAY BUYING SHOW

AUGUST 3-4, 2005, DETROIT, MI

Background:

All-Star Foods is a Detroit area distributor of non-refrigerated - non-perishable packaged food products. Operating with a fleet of four trucks out of a 15,000 sq. ft. warehouse, All-Star's team of eight salespeople call on independent, high-end food retailers throughout the metropolitan Detroit area. Their clients include leading area stores such as Busch's, Holiday Markets, Merchant's Fine Wines, Nino Salvaggio's, Colasanti's, Westborn Markets and many others. For 13 years, the firm has organized a holiday product showcase - approximately 150 to 200 of their customers (retail buyers), and 80-100 exhibitors come to this annual, one-day event.

Summary of Activities:

Exhibiting Canadian firms were recruited by the post, and Agriculture Canada and provincial offices in British Columbia & Newfoundland. Nine Canadian companies, representing five provinces, participated in the two day program. Day one featured tours and briefings at five of the targeted premium retailers - Nino Salvaggio's, Papa Joe's, Westborn Markets, Busch's and Hiller's. Day two featured the eight hour buying show, at Burton Manor, in suburban Livonia, Michigan.

Conclusions:

It appears that all nine companies received orders at the show. Dan Sonenberg, All-Star's President, indicated that additional orders can be expected at least through the end of August, as his salespeople follow up with their clients on their normal sales calls. Comments from several of our exhibitors included:

• "An excellent show "1st class all the way"
• "I'm sure (the show) will result in us doing some business in your area."
• "Your (All Star Foods) customers showed a genuine interest in our products."
• "We had some key interest in our mustard and spring water lines from several customers."

Recommendations:

Tentative date for 2006 show is July 20. Expand space to accommodate 10-12 exhibitors. Possible reception sponsorship. Include one day of store tours again.