F.A.B. New Foodservice Program Up for Grabs

Press enter to search
Close search
Open Menu

F.A.B. New Foodservice Program Up for Grabs

By Linda Lisanti

ALPHARETTA, Ga. – F.A.B. Inc. (Frosty Acres Brands) -- a national marketing and food purchasing cooperative focused on providing its members high-quality national and private label brands at the lowest price possible -- recently debuted a new foodservice program designed especially for the convenience channel.

CSNews Online was present as F.A.B. executives unveiled the program Feb. 5, at its Winter Sales, Marketing & Procurement Conference in Louisville, Ky.

Bob Murphy, head of F.A.B.’s c-store committee and director of marketing and business development for Sledd Co., a distributor to 1,200 c-stores in six states, said Up for Grabs was developed with both the distributor and c-store operator in mind.

As grab-and-go continues to grow in importance, he said this program creates a high-image, high-visibility campaign for retailers to grow their foodservice business.

"This is a better mouse trap," Murphy told CSNews Online.

The "Up for Grabs" program is available exclusively to F.A.B. distributor members, who combined service more than 22,000 c-store operators. Their retailer clients can now have a proprietary foodservice brand to replace the national brands competitors across the street also offer, said Mark Vogelgesang, director of c-store sales for F.A.B.

The turnkey solution includes:
-- A variety of pizza, sandwich and hot & go products, with new items added frequently;
-- Professionally designed, category-specific merchandising systems;
-- Training materials and order guides;
-- Equipment and manufacturer suggestions; and,
-- Branded apparel.

Retailers have their choice of carrying all the product lines, or choosing the elements that will work best for their stores. The Up for Grabs pizza program's product comes ready to bake, or as a pizza kit with the raw dough shells, sauce, cheese and toppings provided. Other supplies, such as logo-printed boxes, cardboard circles and tissue, are also available.

The Up for Grabs sandwich program offers 10 signature sandwich varieties -- three for the breakfast daypart and seven for lunch -- made with upscale ingredients and breads. The café style sandwiches come in space-saving six-pack cases, F.A.B. noted.

The Up for Grabs hot & go program allows retailers to offer their own branded hot foods offering. F.A.B. said it will make manufacturer and menu recommendations, and also help retailers integrate new products into existing hot buffet programs. Merchandising elements are modular so c-store operators can promote the best-selling items.