The food producer’s ultimate guide to doing business online – Chapter 3:
Search Engine Marketing For Food Producers & Food Products
by Ryan Montague - Founder and CEO
October 12, 2009

In the last 2 chapters, I talked about how the web should be used for food producers - as a tool for growing all channels of your business (online and offline), not just for online sales - and now I will touch on how to reach your target end-users through search engine marketing. I will outline the pros and cons of each type of search engine marketing (SEO and Pay-Per-Click) so that you can implement the methods that match your needs, budget, and goals. For reference, here is a quick glossary of terms and acronyms you may often encounter when considering and researching Search Engine Marketing:

SEM: Search Engine Marketing. The general form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.

SEO: Search Engine Optimization. Implementation of best practices and guidelines so that Search Engines will recognize and rank your website in the natural/organic listings according to site content, keyword rich content, links, and other website functions. These natural/organic listings are on the left hand side of search engine pages and are NOT paid for.

PPC: Pay-Per-Click. Listings that are on the right hand side and very top of search engine pages. These are paid ads or sponsored listings that only incur charges when someone clicks on the listing and goes to the advertiser’s website. Click rates vary by term and competitiveness of term. See CPC.

CPC: Cost Per Click. The price that you will pay each time someone clicks on your paid search engine listing. Only applicable to paid ads, not natural listings. See PPC.

SMO: Social Media Optimization. a set of methods for generating publicity through social media, online communities and community websites. Methods of SMO include adding RSS feeds, social news buttons, blogging, and incorporating third-party community functionalities like images and videos.

Impression: When an ad or listing is viewed but not necessarily clicked on or converted to a lead or a sale.

CPM: Cost per thousand (1,000) impressions. Certain ads may charge per thousand impressions, or number of times your ad was viewed by shoppers/visitors/browsers. This statistic is useful in determining the Click-Through-Rate of an online ad. See CTR.

CTR: Click Through Rate. The rate at which an impression results in a click, shown as a percentage. If an ad or listing had 1,000 impressions and 10 clicks, your CTR would be 1%.
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For a small-to-medium size business with limited or no brand recognition, having your website positioned on the major search engines should be very high on the priority list. Improving your Search Engine Visibility can be a quick and cost-effective way to help build a successful brand and sales strategy. There are 2 primary ways to gain online visibility in the Search Engine Listings:

1. Search Engine Optimization. SEO can be a very frustrating and daunting task. There are no guarantees that anything you do, or a SEO company does will get you the natural rankings that you desire. Google, Yahoo, MSN (now Bing) etc all change their algorithms (the formula used to calculate rankings) from time to time, which can create a shuffle in rankings overnight. Hiring a good SEO company to do the work can usually help increase your rankings, but Caveat Emptor. There are plenty of companies out there that guarantee first page rankings, which should raise a red flag immediately. There are absolutely no guarantees, so if a SEM company guarantees anything, you should be very cautious when proceeding to hire them for your search engine marketing initiatives.

* SEO Pros: SEO almost always results in higher click through rates than PPC, and typically higher sales conversion rates. This is because the rankings are based on the relevancy of your site content and link partnerships rather than the price you are paying to be there. This usually instills more confidence in shoppers that they will find what they are looking for due to the relevancy of natural listings. Also, it is typical for humans to read from left to right, so the natural listings are what will get the first look from a shopper browsing the search engine listings. Finally, once you’ve made the time and/or capital investment for SEO, it continues to deliver visibility and traffic without future CPC charges (free).

* SEO Cons: If you have a small amount of SEO experience, it may seem like something you can do on your own with a little time, learning, and patience. In some cases, you may be able to do a few things to improve rankings, but it can be a very time consuming project that may lead to no results. By retaining an SEO firm to do the work for you (properly), it will typically require an initial investment plus an ongoing fee to maintain and monitor the results, which may be cost-prohibitive for small-medium size companies. If you are only looking for a short-term, quick way to gain search engine visibility, SEO is not the way to go.

2. (PPC) Pay Per Click: PPC usually is a great way to get search engine visibility in a very short amount of time without a large initial investment. Click rates are anywhere from $0.01 to $5 per click depending on the search term and how competitive the category is. A general rule of thumb in the Gourmet Food Industry is to expect to pay about $1 per click. If you are in a category that is less competitive than normal, you may be lucky and find much more affordable click rates.

* PPC Pros: First page rankings on Google, Yahoo, MSN etc can be attained within hours by setting up an account and selecting key terms, ad variations (creative), landing pages, and budgets. If you are a company whose website is less than a year old with no natural visibility, don’t waste precious 4th quarter time trying to get natural rankings by Thanksgiving or Christmas. You will be better off focusing on PPC so that you are guaranteed to be positioned online where shoppers can find you. It is too late in the game to get any kind of significant SEO results for the upcoming holiday rush.

* PPC Cons: Paid or “sponsored” listings typically have lower CTRs and Conversion Rates than natural/organic listings. PPC listings are significantly less trusted by online shoppers due to frequent irrelevant PPC listings. PPC can be very expensive depending on the category you are in, and therefore may not be a profitable source of marketing. For example, if you are buying the term “gourmet desserts” and it costs you $3 per click to get on the first page, then it may cost you $100-$300 to get a sale, depending on conversion rates. Proper analysis of product net margins, CPC, CTR, and average conversion rates will prove whether or not PPC is a wise business decision for your company.

Hopefully from this chapter, you will have a better understanding of what search engine marketing is, and what each type can do for your business (good and bad). Next chapter, we will talk about another form of online marketing, Social Media Optimization (SMO), which has proven to be nearly as effective as SEO and PPC marketing (think of Facebook, Twitter, YouTube, etc).

Till Next time,

Ryan Montague
Founder and CEO
Gourmet Business Solutions

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To learn more about Gourmet Business Solutions’ online marketing for food companies, including SEO, PPC management and SEM consulting, please feel free to contact us or browse the rest of our site for more information. We offer a wide variety of online and offline marketing services, consulting services, and business solutions at very affordable rates for small-medium size businesses

The food producer’s ultimate guide to doing business online – Chapter 2:
Wholesale Food Business Online and The Long Tail Marketing Approach

As I previously mentioned in the last article, it is estimated that nearly 90% of wholesale food buyers conduct purchasing research online. This means that wholesale food buyers DO go online to find new products, see what is “hot”, and ultimately find out what will sell in their store. Statistics aside, think of the buyers (that you are pitching at retail stores) on a human, non-business level; each of them - like all of us - spend more and more time online each year. And just like us, they read articles, get newsletters, see advertisements, and even use sites like Facebook and Twitter.  That said, your web presence is just as important - if not more so - for reaching wholesale buyers than consumers, online.

Positioning yourself online to reach wholesale buyers is much the same as you would in reaching consumers. Wholesale buyers, after all, are consumers too. In fact, wholesale food buyers are most likely more in-tune with your target consumers, so it’s really just about speaking the right language and capturing the lead - then converting it to business.

Now, naturally, many will think, “Yeah right, the buyers from big retailers don’t do research for products online” - and to a certain degree, that is correct.  Many of the large retail buyers don’t have to do research online to find new products simply because they are constantly bombarded with new product presentations at their store level - from distributors, brokers, etc. When they have a product that is not selling on the store shelves, they have 5 new SKUs waiting in line to take its place. Furthermore, the buyers from large retailers typically attend several trade shows per year, and make purchasing decisions based on the show trends.

Introducing the “long tail”…..

On a bar graph showing the types of retailers and their corresponding volume levels, the big retailers at the beginning of the draft would represent very large bars (lots of volume). Think of stores like Wal-Mart and Target, then trailing down to medium grocery chains, and then large specialty stores like Whole Foods. Keep going down on the graph to the smaller independent stores (gourmet shops, gift stores, cheese shops, wine stores, etc), and the bars get very small - BUT - there are thousands of them, on the graph going on for a very long time, creating a “long tail”. While each of these bars/stores individually may not represent a lot of volume, the “long tail” collectively can represent a very significant amount of volume.

Here’s where it gets good…

Characteristics of the “long tail”

#1: Margins are better, terms are more favorable

First, selling to the “Long Tail” of small retailers collectively can actually make up more volume and will usually be more profitable than selling to the “big boys” at the top of the graph. Believe it or not, you will most likely get more business and greater margins from selling to 100 small targeted accounts at full wholesale price (i.e. gourmet food stores, cheese/wine shops, gift basket companies) than you will from selling to your one local chain of grocery stores or distributor at cut-throat discounted prices. And don’t forget the slotting fees. Smaller stores won’t have slotting fees, and/or ridiculous requirements for ad allowances, etc.

#2: Researching and Purchasing decision processes

Here is a fun exercise. Pick up the phone, call your local large retailer (or distributor) and ask to speak to the appropriate department manager or buyer. Most likely, you will get a “gatekeeper” who will pre-screen you before you have a chance to waste the manager/buyer’s precious time. Go ahead, leave a message. It’s probably the only time you’ll get to pitch your products. If you are persistent, you might get lucky and finally get Mr./Mrs. Manager/Buyer on the phone - but be prepared to write down the number to the corporate office, another set of gatekeepers and voicemails. This is not meant to discourage, but the point I am trying to make here is this: it is extremely hard to get decision makers of large chains/stores/distributors to answer your calls or meet with you for a sales call.

Now, pick up the phone and call, or walk into your nearby gourmet store/cheese and wine shop (etc). Most likely, you will get an owner or a buyer (in most cases, it’s the same person!) on the first call/visit! Does this mean you will get the sale? Not always, of course, but at least you didn’t spend weeks or months just to get shot down.

The other interesting thing that many food producers fail to realize is the different luxuries (or lack thereof) that larger retailers enjoy. Large retailers/chains/distributors know what products are out there, what the trends are, and have more than enough product selection to choose from. Why? Because larger retailers are bombarded with product samples on a daily basis, and have the budgets to afford traveling to the big food shows to find new exciting products for their stores.

Small retailers/buyers - in the same way you don’t have the budget to exhibit at all the big food shows - don’t have the budget to attend all the big food shows to find new products. They also don’t have the luxury of getting new exciting product samples sent to them on a daily basis, and don’t have brokers and distributors servicing their store on a daily basis with new products, promotions, etc. Instead, smaller retailers have to be creative in how they find new products for their stores, which usually means hopping online and searching for products, or at least paying more attention to the new products they see being promoted online. Send an email to a small independent specialty store and there is a good chance they will read it and actually click through to your website.

#3: The Sales Cycle

This is basically an extension of the previous section (Buyers). With large chains/retailers/distributors, the sales cycle is generally quite long (and frustrating). Some retailers make buying decisions for different categories only once per year! Since most small retailers only have one decision maker for purchasing, you have a great chance of getting a sale much quicker (and easier) so long as you have a great product, a great pitch, and favorable margins for the retailer. If a buyer from a small retail store finds your company online and is compelled, you can even have wholesale orders placed on your website without ever talking to them. Our clients experience this on a daily basis!

Using your website to capture “long tail” business

I’ve explained what the “long tail” is and some of the characteristics of those buyers - now here are a few ways to capture their business:

1. Make it obvious that you are selling wholesale, not just directly to consumers online. Create a visible link to a page that is strictly for wholesale information, and locating regional brokers or distributors (if applicable). On this page, make it clear how committed you are to helping retailers sell your products, including sampling, promos, incentives, coupons, etc.
2. Create a password protected, wholesale-only section that allows retailers to create an account with you, view their pricing level, download PDF sell sheets and order forms, and place online POs.
3. Offer web-only specials, such as 10% off first time orders on the website, or free store demo samples with (x) number of cases ordered online.
4. Create a rewards point program for online wholesale orders.

Need help with implementing these strategies? Let me know! Next chapter, we’ll be discussing search engine marketing - both SEO (search engine optimization) and PPC (pay-per-click), and how this form of marketing can help you grow both your direct-to-consumer business and wholesale orders.

‘Till next time,

Ryan Montague
Founder and CEO
Gourmet Business Solutions, LLC

Web 2.0 technologies… Myspace, Facebook, Twitter, Del.ic.ious, Stumbledupon, are all proven forces that can drive consumers to purchase from food companies online. It is becoming more apparent to some startup food companies that have embraced this theory, and this channel as a complement to their brick and mortar retail distribution strategies. More and more retailers are reducing shelf space to “the top three best selling brands and of course, the store’s private label. The more obscure, seemingly less exciting, and possibly smaller start-up food companies’ SKUs are getting pushed out the door and into new unchartered territory – the online grocery world,” as it was well stated in a recent article from Phil Lempert: Supermarket Guru.

While selling products online may be more successful for some products than others, some often make the assumption that due to the nature of the their products, they shouldn’t sell online - period. To offer up a rebuttal… One of our previous clients is located in Hawaii and is successfully selling ice cream online, shipping direct to consumers in the lower 48 states. That’s right, I said ice cream, and they’re shipping it to consumers from Hawaii! Thus, when I hear some startup food companies tell me that it doesn’t make sense to sell their products online, I often have to question their scope of experience with the true success of the online retail channel and their data backing up that line of reasoning. While it may not make sense to pursue the online channel as the primary sales channel, it should almost be a requirement for new food companies to strongly consider it as at least a secondary approach to selling their products both direct to consumers and to wholesalers.

Gourmet Business Solutions specializes in online marketing, web 2.0, PR, and e-Commerce development for gourmet and specialty food companies. If your company could benefit from a web 2.0 sales presence, please contact us for more information on how we can help you succeed in this largely underestimated sales channel.

According to a recent USA Today poll, nearly 40% of small business owners polled state that they have been unable to secure the financing they need for their businesses. This is happening despite the fact that the U.S. Small Business Administration has lightened its requirements for lenders to approve small business loans.

According to a recent USA Today article “A report from the Service Employees International Union, also out Wednesday, says SBA lending by major banks has significantly dried up. Bank of America, for instance, made a mere $10 million in 7(a) loans for the first seven months of fiscal year 2009. For the past two full years, it made $102 million and $336 million in 7(a) loans, according to the SEIU.

Today’s reports are gloomy, but there are bright spots on the lending front. From Feb. 17 to July 10, more than 700 lenders that had not made a 7(a) loan since October 2008 made such loans, according to the SBA.”

In order to put your best foot forward with an attempt to secure capital for your small food business, or start-up food business, it is imperative to have a comprehensive formal business plan in writing to present to lenders and/or potential investors. Having a formalized business plan complete with an operational cost analysis, break-even analysis, projected future earnings statement, etc. is crucial to presenting a lender or investor with a complete picture of your current situation and a road map to your future success. More importantly, it tells the lender or investor when they can expect a return on their investment in your business.

If you need help with putting together a formal business plan for your food business, please contact us today. Gourmet Business Solutions specializes in helping gourmet and specialty food companies launch and grow their businesses.

The food producer’s ultimate guide to doing business online

Fellow food entrepreneurs,

With more and more people spending an increased amount of time online every day, it’s no surprise that even the (typically old-fashioned) food industry has realized the implications of having an online presence in today’s business climate. However, realizing the potential and acting upon it properly are two different things - the former seeming to be the simple one to grasp for most.

In this series of articles, dubbed “The food producer’s ultimate guide to doing business online“, I will cover nearly all aspects of building and maintaining a solid online presence for you - the food producer - that will save you time, money, and possibly some hair/ulcers/breakdowns. Each chapter will give you valuable insights into the technical and non-technical elements of doing business online in the food industry, including strategy, marketing, design, development, costs/budgeting, and “insider” tips/tricks.

So, let’s get started with the first thing all food producers need to consider before they do anything when it comes to doing business online…..

Chapter 1: How the web should be used for food producers

“To sell or not to sell food online, that is the question” (the one I get asked most often, anyway), to which I answer with a series of questions in return:

1. What type of product do you produce, and why would anyone want to buy it online?
2. How easy is it to ship? (does it melt, need cold packing, fragile, heavy?)
3. How easy is it to find a product like this in local grocery stores?
4. Does it have any gift appeal?

Let’s face it, most consumers don’t typically hop online and say, “Hey, I want to find a new salsa/bbq sauce/seasoning blend/olive oil, (and pay nearly double in some cases) to have it shipped to my house from an online retailer”. Instead, they add it to their grocery list and find it in the local food store they frequent. Does this mean you shouldn’t sell your (salsa/bbq sauce/seasoning blend/olive oil) online? No, that is not what I am suggesting; just have the right expectations and understanding of where your online presence will really provide bottom-line results.

Simply put, your web presence (website, strategy, and marketing approach) should be a tool to complement your current business practices and to grow ALL sales channels, including - and most importantly - your offline sales.

Based on my own research gathered from several hundred food companies I have had the pleasure of working with, I have found that most only generate about 10% of their overall business from online sales. The other 90% comes from sales to retailers, distributors, farmer’s markets, events and shows, etc. Furthermore, and interestingly enough, it is estimated that nearly 90% of wholesale food buyers conduct purchasing research online. So, when you look at that data, it’s pretty clear that the online presence probably does (or could) contribute to more of your overall business than you realize.

To take it one step further (the importance of your online channel as it pertains to overall growth, not just online sales), a recent study showed that 70% of consumers have researched brands before buying them at the grocery store.

That being said, here are a few solid strategies I recommend to food producers looking to maximize their online efforts and for using the web as on overall business-building tool, not just for online sales:

1. Use the website and online marketing channel to increase consumer demand and brand awareness, but don’t expect them to buy it online from you. Just like a billboard or magazine ad, it’s all about frequency and reach - how many people you can reach, and how many times you reach them. The key here is that the tangibles are NOT tracked in the form of online sales, rather in the form of overall business growth - typically offline, which segues into point 2….
2. Use the website as a tool to drive consumers to your retail locations to buy offline (when applicable). Don’t try to force them to buy from YOU at full retail on your site PLUS shipping, send them to their nearest retail store if possible. You are more likely to keep a repeat customer who buys from their nearest grocery store as opposed to buying a jar of salsa from you online once a month. Plus, you’ll keep your retailers re-ordering regularly.
3. If no local retailers are available in your website visitor’s area, create an entry form that lets them suggest their local store to you, thus resulting in a free wholesale lead for your sales staff.  Then, create a downloadable flyer that online visitors can take to their local store buyer in order to request the product. You’d be surprised at how effective this really is - trust me. Retailers WANT to know what customers WILL buy at their store, and are sure to listen.
4. Create a wholesale-only section for wholesale buyers that allows them to research your products, apply for a trade account, view wholesale pricing (password protected), and submit POs.

Now, naturally many companies DO still ask, “How can I increase my online sales from 10 percent to 20 or 30 percent of my overall sales?” Going back to my aforementioned series of questions, if your product falls into one or more of these categories:

• IS NOT commonly purchased online by consumers
• IS difficult to ship
• IS commonly found in most grocery stores, and
• has little or no gift appeal,

….then I’d suggest not focusing a whole lot on growing that number (online sales). Instead, I’d suggest looking at your other 90% and implementing an online strategy that will grow that portion of your business. If you don’t fall into any of the previous categories, then keep reading and I will show you how to sell more online in the upcoming weeks.

So now what?

So at this point, you’ve probably re-evaluated your online positioning and possibly have decided that you need to re-focus your approaching. Or, perhaps your product DOES sell well online, and online sales, in fact, can continue to be a big part of your overall business. Either way I encourage you to continue reading this series as we’ll discuss strategies for both situations in upcoming chapters, starting with next edition’s, titled, “Wholesale Business Online and The Long Tail Marketing Approach”. And if this doesn’t catch your attention, here is a sneak-peak at a few other topics I’ll be covering in the next couple months:

• Search Engine Marketing - SEO and PPC
• Selling online through affiliates and re-sell partners
• Social Media - Facebook and Twitter, how can food producers use all this stuff?

Need help with re-structuring or developing a solid online presence? Let me know!

‘Till next time,

Ryan Montague

Founder and CEO

Gourmet Business Solutions, LLC

www.GourmetBusinessSolutions.com

ryan@gourmetbusinesssolutions.com

Food marketers often forget a very important consumer demographic; that demographic - grandparents. With over 70 million grandparents and seniors age 55+ it is a tremendous market with unmistakable purchasing power. Moreover, that market is growing rapidly. The baby boomers are beginning to reach the 55+ age group, and that group will continue to grow over the next 15-20 years. Many parents are becoming grandparents for the first time around age 50 and are buying for their new grandchildren, in large numbers.

Grandparents are buying for two generations, and are becoming doubly important as a target market. “The Grandparent Economy, a grandparents.com report done by Peter Francese, founder of American Demographics, estimates they’ll spend $2 trillion on goods and services in 2009 - one-third of the nation’s total spend - and $52 billion of that will go to the grandkids.” Moreover, grandparent-led households are seen as emotionally ready and willing to help out younger households. Since households headed by 55-to 64-year-olds have the highest net worth of any age group, most grandparents under age 65 still work, and a majority (55%) don’t carry a mortgage, many are in relatively good positions.”

Marketers often pander to the youth markets as the most important demographic to target. Don’t forget about the buying power of the 55+ age group, because they represent 30% of all adults in the U.S. That’s A big number to forget, especially considering the financial power this group possesses.

Sources: Phil Lempert: Facts, Figures, and the Future: “Grandparents: the next hot market?” The Nielsen Company, and Food Marketing Institute.

Historically, during a recession consumers tend to eat less healthy foods, as fast food restaurants ramp up promotions and dollar menus. A common misconception is that purchasing healthier food products is more expensive. Not the case with this recession. In fact, the opposite is happening. Consumers are becoming more creative and resourceful in their shopping habits and actually eating healthier.

According to a recent benchmarking survey titled “The Economy & Your Food Shopping Habits” conducted by SupermarketGuru.com on behalf of ConAgra foods, two out of three (67%) of consumers  “strongly agree” that they try to prepare healthy meals. That’s 10 percentage points higher than the identical questionnaire found when initially fielded in January 2009.

Information from the article: Consumers eat Healthier and Save in the Recession from SupermarketGuru.com suggests that “nine out of ten (90%) ’strongly/somewhat agree’ that meals prepared at home tend to healthier than those eaten out, up three percentage points from one survey to the next.  Further tipping the scales in favor of home eating is its relative economy:  73% “strongly agree” that eating at home can save a lot of money, up a full six percentage points from the January survey. Far fewer people agree today (33%) that eating out is worth it, even if it costs more and isn’t as healthy, than in January (40%).  And nearly half (48%) say now that nothing prevents them from eating healthy foods, up from 38% in January.”

Based on this survey and these findings, it’s hard to argue that consumers aren’t changing their shopping and eating habits. This is certainly good news for gourmet and specialty retail food companies that are producing and marketing foods with added health benefits.

FOR IMMEDIATE RELEASE

MagicKitchen.com offers alternative service to former Home Bistro Customers after Chapter 11 Filing.

Los Altos, CA (June 9, 2009) - MagicKitchen.com, a leading provider of frozen, chef-prepared, home-delivered meals has proudly announced their new campaign to assist former customers of (now-bankrupt) Home Bistro with an alternative for frozen meal delivery, here today.

Following the shutdown of Home Bistro’s website after their chapter 11 filing on March 20th, Home Bistro customers had no way of ordering the products they were accustomed to purchasing, and many found that MagicKitchen.com was able to meet or exceed their needs.

One former Home Bistro was quoted as saying, “When Home Bistro’s website closed down, I was frustrated and needed another option for home meal delivery. A quick search online led me to MagicKitchen.com and I was pleased that they could give me the same level of service and quality products I used to get at Home Bistro.”

As such, MagicKitchen.com realized the opportunity and is now working with former Home Bistro customers to meet their needs and requests through a new website, www.HomeBistroCustomers.com.  At this website, former Home Bistro customers can get information about Home Bistro’s closure as well as options for their meal-delivery needs that MagicKitchen.com will provide.

Through June 30^th, former Home Bistro customers can get free delivery on orders by using the coupon code “Homebistro” during checkout at MagicKitchen.com

For more information, and ordering, visit www.HomeBistroCustomers.com, or call 877-516-2442.

Press/Media Contact:

Ryan Montague

Gourmet Business Solutions

800.975.7068 ext. 703

ryan@gourmetbusinesssolutions.com

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In response to President Obama’s requirement for upgrading and mordernizing the food safety system in the U.S., his Food Safety Working group has launched a new website. The site is an informational resource which will help to build collaborative relationships between consumers, the food industry, and food safety regulatory bodies. The goal is to enhance food safety laws to meet the needs of the 21st century and protect the well-being of the American people. You can visit the website here: Food Safety Working Group

I found this data online today - albeit a few years old - and found it to be quite interesting. It outlines the gross margins of the top 10 frozen categories. I’d imagine this is for MMR food products in general and not specific to the gourmet/specialty food industry:

1. Frozen Cakes & Pastries 40.2%

2. Frozen Breads & Rolls 36.1

3. Other Prepared Frozen Foods 35.6

4. Frozen Bagels 34.8

5. Fish & Other Seafood 34.6

6. Frozen Fish Sticks 32.8

7. Frozen Prepared Oriental Food 32.8

8. Frozen Prepared Sandwiches 32.7

9. Other Frozen Fish/Seafood 32.5

10. Frozen Pizza 32.2

(tie) Other Potato Products 32.2

(tie) Other Frozen Vegetables 32.2