Gourmet Ravioli Training Pasta Category q Windsor

Gourmet Ravioli Training

Pasta Category q. Windsor Foods is the largest manufacturer of frozen filled pasta in the U. S. including the Roseli and Bernardi brands. q. Italian food continues to be a very popular ethnic food. People love it as a comfort food. q. The gourmet pasta category has a projected 7% annual growth rate q. Pasta is easy to use. Boil it, sauce it and serve it. q. Pasta is a versatile menu item. q. Pasta is profitable.

Pasta Category By far, Windsor is the leading supplier of frozen filled pasta with 53% total market share. In the all category, there are numerous regional players who participate in the category. Total Foodservice Brand/Supplie r Windsor $MM National Account* Street* Share (%) $MM Share (%) Carla’s 24 12 11 15 15 12 12 Rich’s 19 9 9 7 Marzetti 11 5 3 2 23 11 17 13 Total 2007 -2009 2010 -2012* $217 100% $130100% $44 Ravioli -3. 0% 2. 5% Tortellini -3. 6 4. 0 -9. 5 7. 0 Manicotti/Cannelloni -6. 2 -2. 0 Lasagna Sheets 25 Other** Sub-Category Gourmet Ravioli $71 55% $115 53% Joseph’s All CAGR Nominal Share (%) $MM The filled pasta category was negatively impacted by sharp declines in FSRs and lodging, the two segments where the significant volume is found. Recovery is expected, especially in gourmet ravioli, tortellini and specialty lasagna products -3. 6 0. 5 10 Stuffed Shells -5. 0 0 11 Specialty Lasagna Products 51% 10 9 10 11 8 9 6 7 $87 100% 0 8. 0

Gourmet Ravioli Advantages Gourmet Ravioli’s have the highest quality ingredients with large particulates for a homemade appearance and superior texture Eye-catching colors, shapes and designs, filled with unique combinations of exciting flavors – a great signature dish for any operator These upscale offerings provide a higher contribution margin to the bottom line vs. steak or seafood Products are made with Durum flour and whole egg which provides for longer hold times with an al dente texture

CUTTING SAMPLES Bernardi® Ravioli (Gourmet) 70783 Sicilian Sausage Triangle Ravioli 73994 Veal (Osso Bucco) Triangle Ravioli 74866 Jumbo Square Striped Pasta w/Cheese Filling Ravioli 70788 Jumbo Tuscan Roasted Vegetable Ravioli 74865 Jumbo Square Confetti Pasta w/Roasted Veg Filling Ravioli 74875 Jumbo Square Striped Butternut Squash Ravioli 74858 Jumbo Square Crab Ravioli 73769 Jumbo Square Lobster w/Striped Pasta Ravioli 74867 Jumbo Square Lobster Ravioli 73993 Lobster & Shrimp Spotted Agnolotti Ravioli Bernardi® GRAND-i-OLI'S™ (Super Jumbo Hexagon) 70784 5 -Cheese Grand-i-Oli's™ 70785 Florentine Supreme (w/ Blue Chs & Grilled onion) Grand-i-Oli's™ Bernardi SPECIALTY 77071 Lasagna Sandwiches (with cheese)

Jumbo Striped Cheese Ravioli Pieces per serving: 4 Price per serving: $2. 60 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $3. 10 Menu Price: $9. 99 Contribution per plate: $6. 89 Food Cost: 31% Profit per case: $130. 91 Code #: 74866 Pack: 2/3# bags Piece Size: 1. 25 oz. Pieces per case*: 77 Price per piece*: $0. 65 FEATURES § Generously filled with creamy blends of § § ricotta, mascarpone, Romano & parmesan cheeses Eye-catching stripes in red and green in yellow wheat pasta Pasta is made with enriched durum flour and whole egg BENEFITS § § § High quality with authentic Italian appeal Ideal as a signature dish, Upscale offering for any menu Ready to cook - saves time and labor Sealed edges prevent premium cheeses from weeping or running on the plate Pasta/filling ratio gives you more value for your money

Confetti Roasted Vegetable Ravioli Code #: 74865 Pack: 2/3# bags Piece Size: 1. 25 oz. Pieces per case*: 77 Price per piece*: $0. 70 FEATURES § Roasted vegetables including red, green and yellow peppers, mushrooms, béchamel, cheeses and other flavorings § Rectangular shaped pillow of cream colored wheat pasta with green and orange spots § Pasta is made with enriched durum flour and whole egg Pieces per serving: 4 Price per serving: $2. 80 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $3. 30 Menu Price: $10. 99 Contribution per plate: $7. 69 Food Cost: 30% Profit per case: $208. 81 BENEFITS § Upscale premium ravioli with exceptional ingredients full of flavor § Convenient and easy to prepare, saving time and labor § Great vegetarian offering § Pasta/filling ratio gives you more value for your money

Striped Butternut Squash Ravioli Code #: 74875 Pack: 2/3# bags Piece Size: 1. 20 oz. Pieces per case*: 80 Price per piece*: $0. 92 FEATURES § Roasted butternut squash blended with creamy cheeses § Bright colored striped pasta in popular rectangle shape § Pasta is made with enriched durum flour and whole egg Pieces per serving: 4 Price per serving: $3. 68 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $4. 18 Menu Price: $10. 99 Contribution per plate: $6. 81 Food Cost: 38% Profit per case: $136. 20 BENEFITS § Upscale premium ravioli with exceptional ingredients full of flavor § Fine-dining quality with home-cooked appeal § Convenient and easy to prepare, saves time and labor § Pasta/filling ratio gives you more value for your money

Veal (Osso Bucco) Ravioli Code #: 73994 Pack: 2/3# bags Piece Size: 0. 89 oz. Pieces per case*: 108 Price per piece*: $0. 62 FEATURES § Filled with braised veal, whole peeled § § Italian tomatoes, white wine, mirepoix of vegetables and freshly grated parmesan cheese Unique and triangular in shape with sealed, serrated edges Triangular shaped pillow of cream colored wheat pasta streaked with brown, made with enriched durum flour and whole egg Pieces per serving: 5 Price per serving: $3. 10 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $3. 60 Menu Price: $11. 99 Contribution per plate: $8. 39 Food Cost: 30. 03% Profit per case: $181. 22 BENEFITS § A traditional Italian entrée in a unique presentation § Convenient and easy to prepare, saves time and labor § Pasta/filling ratio gives you more value for your money § Ideal as a signature dish, upscale offering for any menu

Crab Ravioli Code #: 74858 Pack: 2/3# bags Piece Size: 1. 23 oz. Pieces per case*: 78 Price per piece*: $0. 96 FEATURES § Mixture of rock crab, cheeses and savory spices § Eye-catching yellow wheat pasta with red confetti design § Pasta is made with enriched durum flour and whole egg Pieces per serving: 4 Price per serving: $3. 84 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $4. 34 Menu Price: $12. 99 Contribution per plate: $8. 65 Food Cost: 33. 4% Profit per case: $164. 35 BENEFITS § Upscale premium ravioli with exceptional ingredients full of flavor § Convenient and easy to prepare, saves time and labor § Fine-dining quality with home-cooked appeal § Pasta/filling ratio gives you more value for your money

Lobster Ravioli Code #: 74867 Pack: 2/3# bags Piece Size: 1. 28 oz. Pieces per case*: 75 Price per piece*: $1. 06 FEATURES § Chunks of lobster enrobed in ricotta cheese & savory spices § Eye-catching yellow wheat pasta with parsley speckles § Pasta is made with enriched durum flour and whole egg Pieces per serving: 4 Price per serving: $4. 24 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $4. 74 Menu Price: $14. 99 Contribution per plate: $10. 25 Food Cost: 31. 6% Profit per case: $184. 50 BENEFITS § Upscale premium ravioli with exceptional ingredients full of flavor § Convenient and easy to prepare, saves time and labor § Fine-dining quality with home-cooked appeal § Pasta/filling ratio gives you more value for your money

Striped Lobster Ravioli Code #: 73769 Pack: 2/3# bags Piece Size: 1. 20 oz. Pieces per case*: 80 Price per piece*: $1. 10 FEATURES § Chunks of lobster enrobed in ricotta cheese & savory spices § Eye-catching yellow wheat pasta with black stripes § Pasta is made with enriched durum flour and whole egg Pieces per serving: 4 Price per serving: $4. 32 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $4. 82 Menu Price: $14. 99 Contribution per plate: $10. 17 Food Cost: 32. 15% Profit per case: $203. 40 BENEFITS § Upscale premium ravioli with exceptional ingredients full of flavor § Convenient and easy to prepare, saves time and labor § Fine-dining quality with home-cooked appeal § Pasta/filling ratio gives you more value for your money

Lobster & Rock Shrimp Agnolotti Ravioli Code #: 73993 Pack: 2/3# bags Piece Size: 1. 14 oz. Pieces per case*: 84 Price per piece*: $1. 19 FEATURES § Appealing half-moon shaped wheat pasta dotted with light-red spots § Filling is a blend of lobster claw and knuckle meat, rock shrimp, light cream, and sherry wine reduction, onions and other flavorings § Pasta is made with enriched durum flour and whole egg Pieces per serving: 4 Price per serving: $4. 76 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $5. 26 Menu Price: $14. 99 Contribution per plate: $9. 73 Food Cost: 35. 09% Profit per case: $204. 33 BENEFITS § Great alternate seafood center of plate option § Upscale premium ravioli with exceptional ingredients full of flavor § Convenient and easy to prepare, saves time and labor § Ideal as a signature dish on any menu § Pasta/filling ratio gives you more value for your money

Five Cheese Grand-i-oli® Ravioli Pieces per serving: 2 Price per serving: $1. 98 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $2. 48 Menu Price: 10. 99 Contribution per plate: $7. 51 Food Cost: 22. 5% Profit per case: $165. 22 Code #: 70784 Pack: 1 -10# bulk Piece Size: 3. 50 oz. Pieces per case*: 45 Price per piece*: $0. 99 FEATURES § Large hexagon shaped pillow of BENEFITS § Largest stuffed pasta in the industry, § § § creamy pale yellow wheat pasta Pasta is made with enriched durum flour and whole egg Filling is a delicious blend of ricotta, mozzarella, provolone, parmesan, and asiago cheeses in a creamy bechamel sauce § perfect for a signature dish Versatile for a unique appetizer option, for lunch or dinner, or ingredient with another entree Great Profit potential

Florentine Supreme Grand-i-oli® Ravioli Pieces per serving: 2 Price per serving: $1. 98 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $2. 48 Menu Price: 10. 99 Contribution per plate: $7. 51 Food Cost: 22. 5% Profit per case: $165. 22 Code #: 70785 Pack: 1 -10# bulk Piece Size: 3. 50 oz. Pieces per case*: 45 Price per piece*: $0. 99 FEATURES § § § Large hexagon shaped pillow of creamy pale yellow wheat pasta speckled with parsley Pasta is made with enriched durum flour and whole egg Filling is a delicious blend of ricotta, spinach, blue cheese, parmesan, mozzarella and seasonings in a creamy white sauce BENEFITS § Largest stuffed pasta in the industry, § § perfect for a signature dish Versatile for a unique appetizer option, for lunch or dinner, or ingredient with another entree Great Profit potential

WHAT IS…….

TRAINING …. q. What is FLAVORS OF ITALY™ q. Why – Research q. How to Sell it q. Where to Sell it q. Promotional Support and Incentives

Bernardi introduces: Pasta items that reflect their place of origin /True taste reflection of the region Regional ethnic cuisine can be tailored to fit American menus Mintel expects regional ethnic influences to emerge on the menu Regional ethnic cuisine is 17 th overall trend and #1 ethnic cuisine and flavor trend (NRA “What’s hot in 2010” – Chef Survey) v The incidence of geographical claims has been on a steady increase since 2006 with it’s largest growth in 2009 v v Mintel menu insights Feb 2010

WHAT - POSITIONING q. Authentic line of “regionally inspired” gourmet pasta products that offers a distinctive culinary point of view and makes it easy for the operator to: 1. Offer genuine Italian culinary traditions with true flavors 2. Implement a Turnkey menu LTO program q. Inspirations of Italian Regions – (Sicily, Tuscany, Naples)

- SUBBRANDING– We have branded the line to put our signature on the “concept” and idea. This name will deliver an expectation of authentic, Italian regional inspiration. – SELL TIP #1: : • When selling - Always lead with “Flavors of Italy” Portfolio This will ensure that the initial thought and throughout sell opportunity is of the PORTFOLIO of items, not just one or two items

MARKETING/SALES OPPORTUNITY q Solution based program for the operator to take the guess work out of menuing q Trademark the program so that it can become a recognized solution q Teaching opportunity about the dishes, wines and regions to appear to be the “Italian” expert on authenticity q Provide sauce, wine pairings with each option to further the solution and offer a value added benefit q Great opportunity to capitalize on our “secret weapon” of Italian authenticity in Sam – to further enhance our credibility on a deeper culinary level during application development and field support

Menu Examples with ‘Italian’ Geographical Claims q Linguini Clams: Imported with Italianlinguine tossed with fresh clams and scallions, in your choice of garlic and oil, white wine cream or marinara sauce. (Carrabba’s Italian Grill) q Portobella Mushroom Ravioli Rosemary ravioli filled with Portabella mushrooms, herbs and cheese, : tossed with imported Italian tomatoesfresh basil and garlic or garlic-Parmesan cream sauce. , (California Pizza Kitchen) q Sicilian. Spaghetti Meat. Balls: Top the Sicilian. Spaghetti a couple of plump meatballs and you & with have a taste sensation that can satisfy any hunger. (Cassano’s Pizza King) q Pappardelle Pesto: Al Ribbon pasta tossed with diced potatoes, roasted pine nuts and asparagus tips in a genovese pesto sauce Restaurant). (Fiore q Pollo. Greco: Charbroiled chicken breast tossed with cracked black pepper, pepperoncini's, black olives, red bell peppers and roma tomatoes. Tossed in a Mediterranean winesauce garlic with penne pasta, garnished with feta cheese. (Bellini’s Ristorante and Grill) q Malloreddus Ragudi Cinghiale: al Traditional Sardiniantear droppasta served with wild boar ragu. , (Arcodoro Pomodoro) Source: Menu Insights 22

THE PORTFOLIO

INITIAL PORTFOLIO q We decided to go with a varied approach so that the portfolio offered something for everyone and in the case that the operator decides to use as an LTO, the items are varied enough that his/her menu gives the customers a well rounded gourmet pasta experience. – SELL TIP #2: • Continually push the LTO concept – – Great way to induce trial, attract new customers, excite current customers and create a sense of urgency to purchase with the Limited Menu time

PRODUCTS: • NAPLES MARGHERITA PIZZA GIANT TORTELLONI – This pizza was started in Naples when Queen Margherita visited Naples and they created a pizza in her honor – our pasta honors this popular pizza variety • TUSCAN ROASTED VEGETABLE RAVIOLI – simplicity is key to Tuscan cuisine – ours features nice simple blend of full roasted vegetables and cheeses, light spices • SICILIAN SAUSAGE RAVIOLI– Sicilian cuisine is heavy meats among other things – our pasta utilizes a slightly spicy Italian sausage with Marinara and a blend of Italian cheeses and spices.

Naples Margherita Pizza Giant Tortelloni Pieces per serving: 5 Price per serving: $2. 60 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $3. 10 Menu Price: $10. 99 Contribution per plate: $7. 89 Food Cost: 28. 21% Profit per case: $172. 00 Code #: Pack: 2/3# bags Piece Size: 0. 94 oz. Pieces per case*: 109 Price per piece*: $0. 52 FEATURES § Mozzarella, Parmesan cheese, fresh peeled tomatoes, basil and oregano § Generously-stuffed oversize ring-shaped pasta with fresh basil flecks § Pasta is made with enriched durum flour and whole egg § Classic pizza transformed into a pasta BENEFITS § Popular flavor profile served a different way § Formed to allow sauce to penetrate and coat § § each piece Unique exciting plate presentation for a signature dish at any operator Convenient and easy to prepare saving time and labor

Tuscan Roasted Vegetable Ravioli Code #: Pack: 2/3# bags Piece Size: 1. 23 oz. Pieces per case*: 78 Price per piece*: $0. 69 FEATURES § Roasted vegetables including red, green and yellow peppers, mushrooms, béchamel, cheeses and other flavorings § Rectangular shaped pillow of cream colored wheat pasta with green and orange spots § Pasta is made with enriched durum flour and whole egg Pieces per serving: 4 Price per serving: $2. 76 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $3. 26 Menu Price: $10. 99 Contribution per plate: $7. 73 Food Cost: 29. 66% Profit per case: $150. 74 BENEFITS § Upscale premium ravioli with exceptional ingredients full of flavor § Convenient and easy to prepare, saving time and labor § Great vegetarian offering § Pasta/filling ratio gives you more value for your money

Sicilian Sausage Ravioli Code #: Pack: 2/3# bags Piece Size: 0. 80 oz. Pieces per case*: 120 Price per piece*: $0. 51 FEATURES § Triangular shaped pillow of cream colored wheat pasta with orange spots § Pasta is made with enriched durum flour and whole egg § Filling is a zesty blend of sausage, cheeses, tomato sauce, vegetables, and flavorings. Pieces per serving: 6 Price per serving: $3. 06 Sides/Sauce/Garnish*: $0. 50 Total Plate Cost: $3. 56 Menu Price: $12. 99 Contribution per plate: $9. 43 Food Cost: 27. 41% Profit per case: $188. 60 BENEFITS § Unique plate presentation, ideal for a signature dish on any menu § Upscale premium ravioli with exceptional ingredients full of flavor § Convenient and easy to prepare, saves time and labor § Pasta/filling ratio gives you more value for your money

PORTFOLIO SUMMARY Margherita Pizza Region/Wine Vegetable Sausage/ Peppers Naples Tuscany Sicily Pasta Carrier Giant Tortelloni Large Sq. Ravioli Triangle Ravioli Unique Pasta feature Basil flecks Green/Orange specks Red spots Featured ingredients Mozzarella, roasted and whole tomatoes, basil Caramelized onion, red/green/yellow bell peppers, Portobello/champigno n mushrooms Italian sausage, yellow and red bell peppers, caramelized onions 0. 94 oz 1. 25 oz 0. 80 oz $0. 52 each $0. 68 each $0. 51 each Size each Cost each to operator SELL TIP #3: Show product in the following order: Giant Tort, Tuscan Veg, Sicilian Sausage

WHY…summarized • Italian is the 2 nd most popular cuisine type behind Traditional American in terms of total food items on a menu and when asked what kind of cuisine do you order most (Mintel menu insights 5/2009) • Our goal is to marry conventional ingredients with contemporary touches • Regional ethnic trends emerging- people love to feel that can explore the world through flavor • Research has seen regional ethnic cuisine emerge through increasing use of geographical claims • As restaurants look to diversify Italian menu items, they need to look at the regions of Italy closely to find regional specialties (Mintel insights, 2/2010) • Casual Dining Restaurants represent the bulk of regional menu claims with 36% share.

PROFITABILITY and PRICING Pricing and filled pasta on the menu When broken down by dining type, it is easy to see that filled/stuffed pastas command a higher price point on the menu, giving operators an opportunity to boost check averages. On average, filled/stuffed pastas cost an average of $1. 74 more than non filled/stuffed pastas on the menu, irrespective of dining segment. *Mintel 2009

THE "PLAN"…. .

HOW: q. How to Sell it q Compete against the larger National Chains– rotationally or periodically introduce these new featured items and promote internally to get customers in the door q Turnkey Solution – use our ideas and materials q Piecemeal Turnkey – use our products and pairing suggestions, your sauce –customize materials*Special menu symbol to denote inspiration

HOW: q. Where to Sell it q Italian Casual Dining q American Casual Dining q Casual / Upscale Bars – late night menu, bar menu, appetizer q Regional Chains – present concept, make it their own q College and University – kiosks, themed days q Business and Industry – themed days – SELL TIP #5: • These items are very versatile – can be used not just for entrees but for, cold salads, small plates, bar menus – great with wine happy hours!

SELL TIP SUMMARY q SELL TIP #1: • When selling - Always lead with “Flavors of Italy” Portfolio This will ensure that the initial thought and throughout sell opportunity is of the PORTFOLIO of items, not just one or two items q SELL TIP #2: • Continually push the LTO concept – – Great way to induce trial, attract new customers, excite current customers and create a sense of urgency to purchase with the Limited Menu time q SELL TIP #3: • Show product in the following order: Giant Tort, Tuscan Veg, Sicilian Sausage q SELL TIP #4: • These are very conservative at $9. 99…point out that Gourmet pasta generally menus upwards of $13 -$15 per plate q SELL TIP #5: • These items are very versatile – can be used not just for entrees but for small plates, bar menus – great with wine happy hours

PROMOTIONAL SUPPORT I. III. IV. V. BROCHURE BOGO MERCHANDISING RECIPES Branded PACKAGING VI. NEW WEB PAGE: www. bernardifoods. com of Italy

PROMOTIONAL SUPPORT

Specialty Pasta

Cheese Lasagna Sandwiches Code #: 77071 Pack: 1/50 ct. bulk Piece Size: 3. 50 oz. Pieces per case*: 50 Price per piece*: $0. 72 FEATURES § Savory cheese filling layered between two sheets of wheat pasta § Pasta is made with enriched semolina § A three cheese filling of ricotta, mozzarella, and Romano § Filling is a savory blend of cheeses and spice Pieces per serving: 2 Price per serving: $1. 44 Sides/Sauce/Garnish*: $1. 00 Total Plate Cost: $2. 44 Menu Price: $9. 99 Contribution per plate: $7. 55 Food Cost: 24. 4% Profit per case: $188. 75 BENEFITS § Versatile - Great for individual lasagna served with operators special sauce or unique signature recipes § Can be served plain with sauce or upscale with eggplant, salmon, or other protein § Ready to cook - saves time and labor

Q 2 ITALIAN PROMOTION Category: Italian Promotion Offer: 2 -Tier Sales Promotion Timeline: April-June 2012 Maximum: $2, 500 Minimum: $0 Details: Tier 1 -Achieve Gourmet Pasta or Total Pasta Goal (all brands) and receive an ipad Tier 2 -Achieve your second goal either Gourmet Pasta Budget or Total Pasta Budget goal and receive $2, 000 Total Promotion payout potential $2, 500 per broker (i-pad plus $2 k for achieving both goals)

Q 2 ITALIAN PROMOTION Category Bernardi, Posada & Fred's Offer: Buy One Get One Free Timeline: July 1, 2011 - June 30, 2012 Maximum: $100 Must purchase 2 cases minimum to qualify* Only the products listed below qualify This promotion is valid for new customers only See the BOGO for more details 70783 Italian Sausage w/Confetti Pasta Triangle Ravioli 0251885 Chicken Nacho Bite 70788 Tuscan Style Roasted Veg w/Confetti Ravioli 74642 Naples Margherita Pizza Sytle Tortelloni 0252920 Spicy Steak & Cheese Mini Taco 0292520 Blazin' Fire Rings 1780265 Chile Relleno Minimum: Details: SKU's: