Issue link: https://www.e-digitaleditions.com/i/215553
The President's Message Recognizing Those That Support Dealer-Based Distribution T Brad Wasserstrom, President The Wasserstrom Co. BradW@wasserstrom.com 4 FEDA News & Views wo years ago, Ray Herrick came So it is with great excitement that FEDA to Columbus to spend some time is formally announcing its first list of planning my transition into the Exceptional Manufacturers in Support FEDA presidency. One of the objectives of Dealer-Based Distribution. We will of that trip was to establish my goals be publishing the list in the next issue and agenda for my time in this role. Of of News & Views but I'd like to take course, some of the usual suspects were the opportunity now to dispel some on this list, however, the objective I notions, list the criteria, and explain most wanted to accomplish was to put how it was compiled and finalized. in place a program that allowed FEDA First of all, I realize that not everyone to recognize manufacturers that best is going to agree with every name on the support the foodservice dealer channel. list. We have all had great experiences Recognition and encouragement are and relationships with lots of companies important. As long as I have been a part that will be left off and we have all of this great industry, had difficult issues with we have all been very Something we are companies that will good about letting other make the list. There will not as diligent about channel partners know also be manufacturers what they are doing is letting others that don't agree with that prevents us from know when they are where they are or "are selling more, increasing not" on this list. It is doing the things that margin and, therefore, important to note that increasing profitability. make for a healthier we are not saying that However, something we industry, supporting these companies are are not as diligent about perfect or that others are each other and is letting others know not doing a good job, we when they are doing creating value and are simply saying that we the things that make financial rewards. believe the companies for a healthier industry, selected tend to do the supporting each other and creating best job with dealers. value and financial rewards. I am not talking about just the dealer segment of How did we develop the criteria? the industry; all channels in the industry I asked the FEDA Executive Committee are guilty. to help me with the scoring of the list, I'm guessing that whether it's your as well as turned to the FEDA Board children, spouse, or co-workers, you've of Directors for their input. Between said congratulations, good job or some these two groups, this gave us feedback variation as often, if not more so, than from dealers across buying groups, size you have told them what they are ranges and customer focus. These are doing wrong. Human beings respond the five areas we used to score each to positive recognition better than company: negative criticism and that's partially continued on page 36 why I felt it was important to recognize those who are truly working with dealers for the best mutual outcome.