MAY 2010 - $25.00
National Ice Cream Retailers Association
SUPPLIER MEMBER
SPOTLIGHT
Aim for your
Target
by Kasia Wilk
Lucks Food Decorating Co.
Knowing your target market for your
decorated ice cream cakes will help you hit that target with
designs that sell. The primary celebration cake is for a birthday, because birthdays are celebrated every day of the year.
As summer approaches, ice cream sales increase. Since August is the month with the largest percentage of birthdays, it’s
also time to gear up for decorated ice cream cakes. Offer the
right birthday cake designs that will appeal to your customers. Birthday cakes are not one size fits all.
Children’s Birthday Themes
Children’s birthday themes are easier to execute in the cake
department. This is where you will be asked to do most of
your licensed cake designs. Major suppliers of cake decorations will offer legal options for fulfilling these types of cake
orders. The more decorations put on a child’s cake, the more
they like it. Lots of frosting, color, candies, and licensed
characters will make your children’s birthday cake selections
a hit. There are new licensed edible wrap around designs for
the sides of your ice cream cakes as well. Children also love
themes, so make sure to understand what the theme party
trends are and have designs that coordinate.
You can also offer a single scoop ice cream in a cup and decorate the scoop with monster faces, googly eyes, clown faces
or flowers and butterflies. Keep the flavor profile simple
for the kids: vanilla or chocolate. Keep the decorations and
colors on trend for eye-catching sales.
Designing for Teens
Tweens and teens can be a difficult group to please. To appeal
to this group, create designs that are on-trend and bit more
edgy. Try a zebra print with hot pink, a graffiti style Happy
Birthday inscription or just the words “You Rock.” Keep the
colors bright and bold. Neons are perfect for this age group.
IN THIS ISSUE
Aim For Your Target..........................................................1
by Kasia Wilk
Two New Board Members Appointed...............................2
NICRA Partners with Terminix Pest Control....................4
Face Time: It Matters........................................................4
Costs For Getting Into the Ice Cream Business................6
by Jim Ross, Flat Pennies
New Active Members.....................................................10
Kids Hurry Up and Hunt in Bonita Springs, Florida......10
Butter Prices...................................................................10
Margaret Anderson Named a Woman of Influence.........12
Dingman’s Dairy Purchases Welsh Farms Bulk.............12
The Ice Cream Club Wins All Star Award......................12
Retirement/Succession....................................................14
by Dr. Tom Davidow
2010 Officers, Board Members & Supplier Officers......16
Cakes for Men
A top theme for men’s cakes is sports. You can make the
whole top of your cake into a basketball, baseball, football
or soccer ball. Be sure to understand the popular hobbies for
men in your area. Fishing, golfing, hunting and poker designs
all make great cake themes for men.
Less is More for Women
When it comes to making a cake for moms or an office gettogether, sometimes less is more. Bringing an upscale look
to these cakes can be accomplished by taking a cue from the
more European style, minimalist decorations. Flavor and decadence are sellers here. A single, well-made and well-placed
flower can make an ordinary cake into an extraordinary cake.
Things like chocolate ganache drizzle and caramel drizzle
add eye and flavor appeal. Chocolate shavings or chocolate
curls can make that ho-hum cake into an ooo-ahhh cake.
You can make chocolate shavings or curls by pulling a sharp
knife along a block of chocolate, or run blocks of chocolate
through a food processor with the cheese grater attachment
on low speed. There are suppliers for fancy chocolate decorations, but you can also make your own.
1. Draw a series of swirl patterns, fans, or diamond
shapes on a piece of paper.
2. Lay a piece of parchment paper or waxed paper
CALL YOUR NICRA SUPPLIER MEMBERS FIRST
over your patterns.
3. Melt some chocolate and put it into a paper cone
or plastic pastry bag.
• Dark Chocolate or Milk Chocolate can be used,
but it needs to be tempered. Follow tempering instructions
from your supplier, but usually a good rule is to heat your
chocolate to 115-120 degrees and then bring it down to 85-90
degrees before piping your designs. Or you can use a baker’s
coating or couveture that does not require tempering.
4. Pipe your chocolate on the parchment or waxed
paper using your template of patterns.
5. These decorations can be made ahead and stored
in a cool dry place and used as needed.
Higher End Decorating Ideas
Add a high end look to your cakes with toasted sliced almonds arranged as flower petals, with a dollop of chocolate
for a flower center, stem and leaves. Or use whole blanched
peeled almonds as your flower petals, or fancy pecan halves.
Pecans are a softer nut and lend themselves well to eating
frozen. These fancy nuts are not for mix-ins, but rather decorations, so keep them separate from your mix-ins. Consider
using chocolate covered espresso beans as a high-end design
cake topper.
Another eye-catching decoration is sugared fruit. Wash your
fresh fruit and dry thoroughly, then brush the fruit with either
dissolved plain gelatin or dissolved powdered egg whites.
Sprinkle the fruit with superfine granulated sugar. Small
fruits work best for this: grapes, blueberries, strawberries and
mint leaves. Be sure to wash and dry your fruits thoroughly
or you will have clumpy sugar. Fruits will stay nicely in the
freezer and will be consumed before they have a chance to
thaw or for the ice cream to melt. This type of cake and decoration does not carry a long shelf life, so photograph your
work if you do not plan on keeping these high end designs on
hand in your show case.
Designer Prints™ decorations on the sides of your cakes
designs are also eye-appealing and require very little work.
A cake with decorated sides needs only a single top decoration. Of course, an appropriate inscription makes it a party
celebration cake.
Hitting your sales target requires the right ammunition as
well as good aim.
TWO NEW BOARD MEMBERS
APPOINTED
Roberta Rudolph, Custard Cone, Poplar Grove, Illinois and
Neil McWilliams, Spring Dipper, Mammoth Spring, Arkansas have been appointed to the Board of Directors to fill two
open seats.
Roberta Rudolph and her husband Bruce of Custard Cone
Frozen Custard, have resided in northern Illinois for most of
their lives. They went to the same high school, worked at the
same grocery store during their high school years and grew
up within 4 blocks of each other. Bruce and Roberta have
been married for 20 years.
Custard Cone Frozen Custard located in Poplar Grove,
Illinois was launched in July 2006 as a 20 plus year dream
of Bruce’s. When the couple was dating in the 1980’s after
a cold 5-below day and a short drive up to Kopp’s Frozen
Custard shop in Milwaukee, Wisconsin, Bruce shared his vision of buying land to build a custard shop where they could
serve cones, shakes and sundaes, and be a part of delicious
moments.
After many years of obstacles and almost starts they finally
made it happen, and together they built a walk up stand with
a drive thru after buying property in the fall of 2005. With
Bruce’s experience working for his dad in the commercial
masonry business they built their building. The two of them
framed their entire roof; dry walled, painted and poured
concrete.
The Rudolph’s have grown the business from a walk up with
a patio and drive thru, to enclosing the patio in 2008 for a sit
down eating area where they can now serve burgers, Chicago
style hot dogs, chicken, homemade pulled pork sandwiches,
fries and onion rings.
2
http://www.nicra.org
NICRA May 2010
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CALL YOUR NICRA SUPPLIER MEMBERS FIRST
They are proud to be NICRA members for 3 years and have
gained invaluable advice from Dan and Kelle Messer, Eskamoes Frozen Custard, Pat, Ted and Hank from Classic Mix
and several other NICRA members they have met. Roberta is
gracious to have been nominated to be on the board of directors for NICRA thru 2011.
Neil McWilliams has always been a South side of Chicago
native, except for a short time in the service in the early 70’s.
Before getting into the ice cream business, Neil was deeply
involved in the electronics industry as a result of a degree
from Purdue and continuing education in the Air Force.
Upon leaving the service, he continued with electronics by
becoming an international service technician. He also met
his future wife Jill, while working there.
The Spring Dipper was started up by chance when a local ice
cream shop went out of business and they were looking for
someone to do a package buyout. In late 2003 this shop was
then packed up and moved from a Chicago suburb (with lots
of people to draw on) to a small town in northern Arkansas
(pop. 1200). The business has grown slowly but steadily and
they are now operating a small diner to support the total business package. The business operates in two directions. First
using a 75 seat sit-down environment and then using portable
equipment, serving ice cream at local schools, festivals and
county fairs.
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4
NICRA PARTNERS WITH TERMINIX
PEST CONTROL
National Ice Cream Retailers Association welcomes Terminix
Commercial pest control as a partner to its preferred provider
program.
Terminix offers a 12% discount for each ice cream store that
is a NICRA member.
Additionally NICRA members will receive a 10% discount
on any equipment that is purchased from Terminix such as
tincats, exterior rodent bait stations, misters, illuminated flying insect traps, biosys, etc.
Terminix pest control services include ants (excluding fire
ants, carpenter ants and pharaoh ants); American, Asian,
German and Oriental cockroaches; house mouse; filth, fruit,
moth (drain) flies; centipedes; earwigs; millipedes; silverfish;
sowbugs/pillbugs; and ground spiders.
Call the NICRA office toll free at 866-303-6960 to get your
pest control program started.
FACE TIME: IT MATTERS
The Convention Industry Council (CIC), in conjunction with
the industry’s leading trade associations, commissioned the
development of a public information campaign to identify
and promote the unique benefits associated with meeting
face-to-face. The effort began with in-depth interviews of the
industry’s leading association executives, and was followed
by focus groups hosted with both meeting planners and
attendees in New York and Washington, DC. The research
revealed that:
• Face-to-face meetings build trust and relationships
• Both education and training are more effective in a
live setting
• Live meetings actually save time and money
• Live meetings facilitate problem solving through a
more effective exchange of ideas
• Face-to-face meetings provide the human connection that powers business
• Face-to-face meetings create jobs and powers the
economy
With these observations in mind, several campaign themes
were created and subsequently tested for their resonance
with both meeting planners and attendees. One captured the
unique benefits associated with hosting live meetings more
than all others: Face Time. It Matters.
So, make your plans now to attend NICRA’s 77th Annual
Meeting and Convention, November 10-13, 2010 at the Millennium Maxwell House Hotel in Nashville, Tennessee.
http://www.nicra.org
NICRA May 2010
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NICRA May 2010
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CALL YOUR NICRA SUPPLIER MEMBERS FIRST
ACTIVE MEMBER
SPOTLIGHT
is substandard and service is poor, location is of little value.
This holds true across the board for manufacturing, retail and
wholesale.
COSTS FOR GETTING
INTO THE ICE CREAM
BUSINESS
By Jim Ross
Flat Pennies Ice Cream
The costs for getting into the ice cream business varies greatly, determining these costs depends on your business plan
and the details you have included in the plan. The following
article will provide information that may assist you in several
areas of interest. This is an overview of the session from our
2009 NICRA convention in Scottsdale, Arizona.
Advertising
Let’s begin with advertising. This should be one of your first
thoughts as you begin the journey of creating your business. You will want to know what advertising mediums are
most effective for your type of business. If you are getting
into manufacturing ice cream, know who you need to sell
to. If you are starting in retail, wholesale or both be sure to
research the area. Learn what’s an effective means of advertising: newspaper, magazines, radio, e-mail blasts and a web
site that is updated often.
Brochures can be effective for the tourist crowd, distributed
to local hotels and other businesses can be a very direct and
useful tool.
Keep costs low and do not be afraid to say NO to an advertisement that you feel is a poor fit for your business. Ad
dollars are a precious commodity and results can be difficult
to gauge, a return on your dollar is a must.
If you hold events that will land you in the newspaper or local media you will be getting FREE advertising. Well, as long
as the event is positive!
It’s important to note that you can advertise yourself right
into bankruptcy, so exercise caution.
The best advertising of all is word of mouth. We tend to trust
the word of a friend or family member far more than any ad.
Think in advance and in the earliest stages of the endeavor
how you will create an image for your business.
Location, Location, Location
In these trying times we may need to rethink these common
words of wisdom. Perhaps a simple change is in order to
Location, Product Quality and Service.
Product Quality
A quality product may very well trump location. If you cut
costs by choosing a low grade product you have premeditated
your company’s demise. Using our word of mouth advertising tool comes into play here. If you serve a weak product,
your fan base will be nil, few will mention you to their
friends and family, or worse yet give a bad review.
There are several vendors that are members of NICRA. This
vast resource can help you determine what is right for you.
Service
Service is advertising. There is little distinction between the
two. A smile when the order is taken from the customer and
again when they receive their treat or product has more value
than any other assets you hold.
Service includes cleanliness of your plant, store, vehicles
and employees. Every aspect of your company creates an opportunity to shine for the customer. Don’t miss the chance to
leave a first or lasting impression.
The true costs of getting into business requires all these
things. Location, Product Quality and Service have a real cost
associated with them.
Equipment
New or used? This is an important question to ask yourself
and your equipment supplier. It serves you well to use good
equipment for the business. The steep upfront costs of new
will hold real value.
If the equipment were to fail, the damage to your customer
base can be both immediate and long-term. If new equipment
has problems you will have someone to turn to for a quick
fix. Using a reputable dealer is priceless.
Energy efficiency is important too. The cost of utilities in
your facility adds to your operating costs. Every penny saved
will help the bottom line. Today’s equipment throws off less
heat with can save on the air conditioning bill as well.
It’s important to note that being energy efficient or “going
green” may be one way to get into the newspaper with an
article highlighting your efforts.
NICRA May 2010
http://www.nicra.org
Location
You have the best location money can buy but if your product
6
If you are leasing or buying, be mindful of the cost of the
contract for leasing or the price of the real estate you are
purchasing. This seems like an obvious statement. However,
much thought should go into the long term costs for this
important tool. If the building requires a great deal of maintenance and repairs, that you are responsible for, costs can
skyrocket very quickly. These fixed costs should be realistic
and hold real value to your company’s long range objectives.
NICRA May 2010
7
CALL YOUR NICRA SUPPLIER MEMBERS FIRST
Cash Registers
This is often overlooked until shortly before opening. Yet,
it is a very important part of your strategy and vital to your
company. You would benefit from knowing in advance what
type of cash register(s) you need.
Cost comes into play here, of course, but so does the value
associated with the data the unit obtains for you. For example, past sales, estimated sales, sales by time period and number of units sold by product, just to name a few. Much more
information is provided as well. Often the cash register can
double as a time clock saving a purchase and maintenance of
a separate time clock.
Whichever cash register you choose, think about what is important to you. How will an order be viewed by you and your
staff, type of receipt, size of the unit (how much space will
you have for the cash register on the counter)? Receipt paper
can be expensive, this should be a consideration for your long
term costs.
Suppliers
This group of folks will be your life-link. They are as important as staff, customers or the facility you operate from.
Product quality starts here.
The ability to work with them and understand how they can
help you can greatly reduce the upfront and long-term costs
for the business.
Your longevity is their longevity. Think of it as a partnership,
many (if not all) will sit down with you and help determine
your cost of sales for their product and what it will cost you
to bring a completed product to the customer.
Remember, quality counts. In tough economic times and
good times too, the public demands real value for their
money. Your suppliers will get you there.
We use NICRA supplier members in our company. We know
their value has been tested and is true. It is one of many perks
to being a member of NICRA.
Community Involvement
Why is this a “cost of getting into the ice cream business”?
Simple, your involvement matters to those around you. Getting to know local groups and organizations may provide
avenues that will help future growth. You can become an asset to the community by participating in events that surround
your place. Parades, church dinners, community picnics, etc.
Show an interest in the area and they will show an interest in
you.
Taxes and Insurance
Plan high! The real tax cost from real estate, labor and many
others can be expensive and should be considered. Ensuring
you have a qualified CPA or professional at your side is very
important.
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®
The only magazine that keeps you up-to-date in the retail frozen dessert industry.
Regular columns include:
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Special features include:
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8
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NICRA May 2010
NICRA May 2010
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CALL YOUR NICRA SUPPLIER MEMBERS FIRST
Insurance is really worth checking into. For the first time
NICRA has an option you may want to consider. A discount
is offered from Trahin Miller Insurance Company for members.
There are many considerations for you as you begin on the
path to a successful ice cream business. The goal of this
article was to help identify some of the less obvious considerations. I hope this was accomplished.
NEW ACTIVE MEMBERS
At 11:00 A.M. on April 4, 18,340 colorful, candy-filled eggs
glistened in the sun across two huge fields. Five minutes
later, every egg was gone.
Eggs that took more than two months to stuff were in the
baskets of about 2,000 children who attended the 16th annual
Royal Scoop Egg Hunt on Saturday.
But the 5-minute egg hunt, better known as an egg dash, was
just the beginning of festivities. After examining their bounty,
the youngsters headed back to the field for a series of games.
They raced with an egg on an ice cream cone. They ran with
an egg on a spoon in their mouth. Then they did a raw egg
toss throwing the eggs farther and farther until they splattered
on the ground. Kids also zipped down a giant double inflatable slide or jumped in a bounce house. The day was topped
off with an ice cream eating contest.
By the Scoop
2905 Auden Ct.
Abingdon, MD 21009
443/286-7940
Fax: 410/692-2869
Erin Maynard
Michael Meola
1 DD, SS, II
“It’s wonderful,” said Connie Hobbs, of Bonita Springs, who
came with her children Tatyana, 5 and Anastasia, 18 months.
“They have lots of activities for the kids as well as the egg
hunt.”
The Dairy Godmother
2310 Mt. Vernon Ave.
Alexandria, VA 22301
Elizabeth Davis
1 FC
Not only was this the biggest egg hunt ever for Royal Scoop,
it also was the largest community effort. Volunteers from
Forest Bay and Marbella stuffed most of the eggs. First
Baptist Church donated its lawn for the event. Dancers from
Angelic Academy of Dance along with several other groups
volunteered.
Hopkins Farm Creamery, Inc.
18475 Dairy Farm Rd.
Lewes, DE 19958
302/645-7163
www.hopkinsfarmcreamery.com
Walter Hopkins, Jr.
1 DD
“We have about 30 volunteers” said Sarah Zimmermann,
who owns Royal Scoop with her husband David. “It’s great
to see so many people wanting to help.”
J. P. Licks
P. O. Box 301810
674 Centre St.
Jamaica Plain, MA 02130
617/524-2020
Fax: 617/524-2017
Vincent Petryk
1 MP, DD, YD, SS, II
BUTTER PRICES
April 1, 2010 - Grade AA Butter finished at $1.4950. The
weekly average was $1.49188. (2009 price was $1.1800)
April 9, 2010 - Grade AA Butter finished at $1.5000. The
weekly average was $1.4970. (2009 price was $1.1800)
Make Your Plans NOW to attend
NICRA’s 77th Annual Meeting
November 10-13, 2010
Millennium Maxwell House Hotel
Nashville, Tennessee
10
KIDS HURRY UP AND HUNT IN
BONITA SPRINGS, FLORIDA
April 16, 2010 - Grade AA Butter finished at $1.5600. The
weekly average was $1.5370. (2009 price was $1.2025)
April 23, 2010 - Grade AA Butter finished at $1.57. The
weekly average was $1.57. (2009 price was $1.2095)
Support prices for butter start at $1.05. Butter prices are reported from the Chicago Mercantile Exchange every Friday.
The Merc is considered a spot market for butter. Merc prices
are important to dairy farmers because the value of the fat
and fat differentials in raw milk are established from the
prices quoted from the Exchange, and Merc prices are used in
the BFP update.
NICRA May 2010
http://www.nicra.org
EMERY THOMPSON BATCH FREEZERS
BROOKSVILLE, FLORIDA U.S.A.
2010 CUSTOMER DIRECT PRICING
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cream, frozen custard and Gelato that you desire. All our machines also produce Italian Ice, Sherbet,
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Locking casters are standard on all 12 and 24 qt. models. Due to the size and weight of the 44 quart machines, casters
are not advisable but are available at an additional cost. ALL PRICES QUOTED ARE F.O.B. BROOKSVILLE,
FLORIDA USA. Pricing, specifications, availability and terms of offer may change without notice. Taxes and shipping
charges are the responsibility of the purchaser and are not subject to discount. All prices are based on new purchases
only. Emery Thompson Machine and Supply Company cannot be responsible for errors in typography or photography.
NICRA May 2010
11
CALL YOUR NICRA SUPPLIER MEMBERS FIRST
MARGARET ANDERSON NAMED A
WOMAN OF INFLUENCE
THE ICE CREAM CLUB WINS ALL
STAR PURCHASING AWARD
Margaret Anderdson,
Taylor Freezer of New
England, was named
a Woman of Influence
in the food industry
by The Griffin Report
of Food Marketing.
She has been with the
company for nearly 24
years and is the sales
and trade show coordinator. She is responsible for day-to-day
coordination of sales
in the New England
territory and around
the country for national
accounts.
She is the Associate Vice President of the New England Ice
Cream Restaurant Association; President of the National Ice
Cream Retailers Association Suppliers Board and a committee member of the Boston Food Show and member of the
Massachusetts Restaurant Association. She credits her success to her parents who instilled her work ethic.
The Ice Cream Club of Boynton Beach, Florida was given
the 2010 “All Star Purchasing Award” by the All Star Association, Inc. at its 52nd annual convention at the Green Valley
Ranch Resort in Las Vegas, Nevada on March 24, 2010.
The All Star Purchasing Award is given to the member company with the best performance in several key purchasing
categories over the past year. “The Ice Cream Club has been
a member of the Association since 1994, and has set itself
apart with high quality product and service. Additionally,
they were a great supporter in the past year,” said Jeff Sterne,
Executive Director.
All Star is an association of dairy, ice cream, water, beverage,
food and packaging companies throughout the United States.
It presently has 203 member companies representing over
350 plants in 48 states, Puerto Rico and Nova Scotia as well
as 24 affiliate members.
The award, an original oil painting depicting the company
and the South Florida area, was presented to Richard and
Heather Draper.
DINGMAN’S DAIRY PURCHASES
WELSH FARMS BULK ICE CREAM
Dingman’s Dairy is proud to announced the purchase of
Welsh Farms Bulk Ice Cream Brand; a household name
throughout New Jersey for over 100 year. The value of “old
fashioned” quality and service still continues to be important
to us all. Memories of those simpler times continue to inspire
our imaginations and desire for goodness of years gone by.
Welsh Farms was founded in 1892 in Long Valley, New Jersey with the ice cream plant opening in West Caldwell, New
Jersey shortly after. The Welsh brand was always known
for its simple, pure quality. Welsh Farms always used only
the highest quality cream from hand picked dairy farms and
today our farmers have all signed pledges that they are rBST
free to maintain that standard.
Dingman’s Dairy is dedicated to bring all these values back
to production and deliver the best ice cream possible. Dingman’s will be producing a variety of Welsh Farm 3-gallon
bulk ice cream flavors for dip shops throughout the tri-state
area.
For more information call 800-958-6838 or visit the web site
at www.dingmansdairy.biz.
12
From Left: Heather Draper, The Ice Cream Club; Bruce
Daily, All Star Association; Rich Draper, The Ice Cream
Club; and Jeff Sterne, All Star Association.
Make Your Plans NOW to attend
NICRA’s 77th Annual Meeting
November 10-13, 2010
Millennium Maxwell House Hotel
Nashville, Tennessee
http://www.nicra.org
NICRA May 2010
NICRA May 2010
13
CALL YOUR NICRA SUPPLIER MEMBERS FIRST
Retirement/Succession
by Dr. Tom Davidow
I encourage you to embark on the Retirement/Succession
journey, to take the risk, to move on to your next challenge.
But, I have another, equally important message for you: go
slowly. Retirement is about change. We all resist change.
Families muster resistance to it even more formidably than
individuals. You may think that you will be able to adjust
your role in the family business and move towards retirement
when you are ready. Would that it were that simple. A family
is like a group holding on to a common rope. If any member
pulls on that rope everybody feels it. As the head of both your
business and your family, you are not just any member. The
impact of your retirement, even the announcement of the possibility of your retirement, will ripple through your family,
your employees, and in some instances, your bank, stirring
up every family and business issue imaginable.
The primary issue which will arise in your retirement/succession process is loss. Every transition in life, from the first day
of school, to college graduation, involves loss of some kind,
and as such can trigger insecurity, doubt, sadness, etc. The
loss that family and business members experience during the
succession process comes from a change of authority. Unlike
democratic institutions, businesses and families rely heavily on the person in charge. As the authority in your family
and your business, you have been the cornerstone of both. A
change in that authority will be perceived as a threat to the
stability of the structures to which your family members have
become accustomed.
Therefore, you will need a serious commitment to seeing the
succession process through. Your family will have ambivalent feelings. Any mixed messages that you send them will
result in their sending mixed messages back to you.
Always a challenging process, succession is made more difficult when family members act out their feelings and concerns
unconsciously. Ivan Lansburg, Ph.D., in his insightful article,
“Succession Conspiracy,” in Family Business Review, points
out that once the process begins in earnest, the next generation generally experiences fear and concern, even if they had
initially pushed for succession. The same family members
who said they were ready, willing and able to assume control,
become consciously and unconsciously daunted by the shift
in responsibility, and suddenly make errors and bad decisions, signaling their ambivalence at taking over the business.
For example, one client of mine began the retirement/succession process over ten years ago. His commitment and
strength of purpose to do it right has been ferocious. Everything is now in place. Collectively, he and his family have
structured family governance, business governance, ownership transfer, and management transfer. He has his successor
in place, trained and ready to go. He has made the announcement for the change and has set the date. Lately, however,
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he has been thinking of moving it forward for a few more
months, (he’s delayed it twice before) to time it with some
other event.
What is going on here? Do we need a degree in Psychology
to figure it out? Is it him? Yes! Is it him alone? No! People
close to him are sending him mixed messages. Some have
selfish reasons; others know on some level that the change
will create loss. They are going to miss him; it will be the
passing of an era. Defending against the feelings stimulated
by that loss, they are suggesting that it would be better if he
did not leave yet.
Although no one knows how the change in power and
influence will get played out, they all know that, for better
or worse, things will be different. Their uncertainty creates
mixed feelings. What none of them yet understand is that he
is not going anywhere. He will continue to have enormous
power and influence, despite the institutional change.
If I were a betting man, I would wager that after struggling
through his and others’ ambivalences, my client will finally
appoint the next head of the business on the original date
scheduled. I have confidence that the strength of his intellect
and his commitment to the process will over ride his concerns. Once he steps down, the thoughtfulness and wisdom
with which he planned his succession will come to fruition.
Through the systems he helped create, family and business
members will dedicate themselves to keeping the legacy of
the family business together. Getting there, however, will
have been neither neat nor simple.
At the same time, the retirement succession process will not
be easy for you, the person initiating the change. What you
face is not just the inevitability of his death; in fact, facing
death is not the most challenging difficulty. I have found that
it is easier for people to think about death-to purchase life
insurance policies, and work with their estate planning attorneys to minimize federal and state inheritance tax-than it is
for them to address the change in identity that succession will
bring. One’s identity is not only associated with the image
of one’s business, it is also connected to the many relationships and daily activities associated with the business. Since
our identity and sense of self nurtures the strength of our life
force, the older we get the more frightening it is to contemplate a change which could threaten our identity and, thereby,
our life force.
Given that change is scary, that it will stimulate issues and
themes that are often unrecognizable at first, and difficult to
sort out, one must proceed cautiously and gradually. Otherwise too many issues, and the powerful emotions they trigger,
will surface all at once. Making important changes has a pace
and timing of its own. The following description, outlined
in Prochaska and DiClemente’s “Stages of Change Model,”
may be useful to examine. Recognizing what category you
fall into may make it easier for you to take appropriate steps:
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• Pre-contemplation: “Ignorance is bliss;” Not currently
considering change.
• Contemplation: “Sitting on the fence;” Ambivalent about
change;
• Preparation: “Testing the waters;” Some experience with
change; trying to change.
• Action: Practicing new behavior.
• Maintenance: Continued commitment to sustaining new
behavior.
•Relapse: “Fall from grace;” Resumption of old behaviors.
Once you have reached either the “Contemplation” or “Preparation” stage, the first step is to sit down with your family
and have a conversation about how they feel, what they want,
and what they think the next steps should be. Expressing their
ambivalences about your retirement/succession will abate
some of their fears. Furthermore, allowing your family to
participate throughout the process is in itself a departure from
unilateral decision-making and places a measure of responsibility on the next generation. By being involved in the planning of your retirement/succession, your family will have an
immediate experience of the shift in authority.
You will benefit as well from the process. You will have the
opportunity to design a relationship both to your family and
to your business, and to create structures which will allow
you to remain connected to your “life force.” The planning
process will allow you to gain control over the direction of
the family and the business. This experience of control will
encourage you to think positively about your future and
theirs. When you feel good about yourself, it is easier to think
positively about change, to make a commitment to it, and to
facilitate it.
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Furthermore, having a positive attitude affects not only how
we see events and those around us, it also affects our health.
Yale University Psychologist Becca Levy suggests through
her study, printed in the Journal of Personality and Social
Psychology (vol.83, No.2, pages 261-270), that one’s personality, attitude toward aging and other psychosocial variables
may grant extra years or shorten life. Put more simply, as Flip
Wilson, a comedian from the seventies, used to say, “What
you see is what you get.”
At a recent gathering, a friend of mine was complaining
about getting older, how awful and depressing it is. I did
not agree. Of course getting older has its drawbacks. No
longer walking the face of the earth is not a thought that any
of us chooses to embrace. But you can maintain a different
perspective. Having addressed and resolved the struggles
that you have encountered over the years, having acquired
wisdom the “hard way,” (and I do not believe that there is
any other way) you can now maximize the emotional and
financial investments you have made. You can capitalize on
A division of Concord Foods, Inc.
what you have learned and put it to good use. Once you have
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moved from the contemplative to the preparatory stage of
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change, you have available to you the many processes that
have allowed you to come this far. Use them once again.
NICRA May 2010
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15
2010 NICRA OFFICERS
President
Bob Turner, Dairy Corner, Urbana, Ohio
President Elect
Lynn Dudek, Ruth Ann’s, No. Muskegon, Michigan
Vice President
Dan Messer, Eskamoe’s Frozen Custard, Monroe, La.
Secretary/Treasurer
David Zimmermann, Royal Ice Cream, Bonita Springs, Fla.
Secretary/Treasurer Elect
Nanette Frey, Frey’s Tasty Treat, Inc., E. Amherst, New York
Immediate Past President
Vince Giordano, Sno Top, Manlius, New York
Executive Director
Lynda Utterback, Elk Grove Village, Illinois
2010 BOARD OF DIRECTORS
Terms Ending Annual Meeting 2010
Mary Leopold, Leopold’s Ice Cream
Savannah, Georgia
Neil McWilliams, Spring Dipper
Mammoth Spring, Arkansas
Jeff Myers, The Double Dip
Lebanon, Ohio
Charles Page, Page Dairy Mart
Pittsburgh, Penn.
Kasia Wilk, Lucks Food Decorating
Tacoma, WA
Terms Ending Annual Meeting 2011
Terry Michels, Queen City Creamery & Deli, LLC
Cumberland, Maryland
Rod Oringer, Concord Foods
Brockton, Massachusetts
Rick Pizzi, Pizzi Farm Ice Cream
Waltham, Massachusetts
Jim Ross, Flat Pennies Ice Cream
Bay City, Wisconsin
Roberta Rudolph, Custard Cone
Roscoe, Illinois
Terms Ending Annual Meeting 2012
Carl Chaney, Chaney’s Dairy Barn
Bowling Green, Kentucky
Cliff Freund, Cliff’s Dairy Maid
Ledgewood, New Jersey
Juergen Kloo, Joy Cone Co.
Hermitage, Pennsylvania
John Pitchford, JP’s Custard Cart,
Albuquerque, New Mexico
Joe Venuti, Bedford Farms Ice Cream
Bedford, Massachusetts
Secretary/Treasurer
Mary Kircher, Dingman’s Dairy, Paterson, New Jersey
Chairman
Rich Draper, Ice Cream Club, Inc., Boynton Beach, Fla.
MISSION STATEMENT FOR NICRA
The mission of the National Ice Cream Retailers Association
(NICRA), a non-profit trade association, is to be the leader
in the frozen dessert industry that others look to for help,
support and education. NICRA will promote business growth
and development throughout the industry.
VISION OF THE ASSOCIATION
NICRA will associate with similar associations dedicated to
the same interests. NICRA will facilitate communication and
education that both newcomers and veterans in the industry
desire to be successful. NICRA will maintain a feeling of
family within the association as it grows, and be dedicated
to responsibly managing the association while maximizing
value to the members.
NONDISCRIMINATION POLICY
NICRA is committed to a policy of nondiscrimination in
all of its endeavors. To that end, NICRA shall not tolerate
any words or acts of discrimination, harassment or any
inappropriate behavior in general against any person
affiliated with NICRA, including its members and guests,
with regard to race, sex, color, creed, religion, age, national
origin, disability, marital status or sexual orientation.
This Bulletin is published by:
National Ice Cream Retailers Association
1028 West Devon Avenue
Elk Grove Village, IL 60007-7226
847/301-7500 - Fax: 847/301-8402
e-mail: [email protected] - Web: www.nicra.org
Bob Turner, Chairman Publications Committee
Lynda Utterback, Editor
©2009 National Ice Cream Retailers Association
Vol. 31, No. 5
This issue of the NICRA Bulletin is now available online
at http://www.nicra.org. Click on the Members Only
button and enter your Username and Password. If you
cannot find your Username and Password, call the
NICRA office at 866-303-6960 or send an e-mail to info@
nicra.org requesting the information.
2010 SUPPLIER OFFICERS
President
Margaret Anderson, Taylor Freezer of New England Norwood, Massachusetts
Vice President
Tom Zak, Concord Foods, Brockton, Massachusetts
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