Snyder of Berlin has delivered quality products and services for over 50 years.
The regional potato chip company, nestled comfortably in the Laurel Highlands in the heart of Pennsylvania's best potato farmland, has earned a reputation and loyal following among retailers and consumers for all those decades.
Premium ingredients. Quality assurance. Foil packaging. Knowledgeable distributors. Professional sales team. Merchandising advantages. And that reputation that really is second to none.
It all explains why that golden anniversary logo gets stamped on the already eye-catching, silver packages this year.
What's in store for the real anniversary celebration in the months ahead?
More and more sales growth seems certain. Just ask Ron Kereston, Snyder of Berlin vice president of sales and marketing.
"The trends are that we are getting business back to a regional basis," Kereston describes how the food industry has re-established an alliance with regional snack companies just in time for the anniversary promotions.
"We've survived the 'snack wars' of the early 1990's, which caused a flatness in volume and profitability in the snack industry. Based on the past 18 month sales trend, Snyder of Berlin is ready to grow. We feel confident that we're one of the players for the future."
"When you ask why we've survived for 50 years . . . .We've always had great products with a taste uniqueness that makes for loyal customers. Customer loyalty is still a very strong presence for any regional company. And certainly that's true for us."
"Every regional company has to look at their strengths. And build upon them."
Snyder of Berlin has paid attention to its strengths, from its product line to its effective independent distributor network.
Snyder products encompass more than 200 varieties and sizes, including popcorn, corn chips, pork skins, pretzels, cheese curls, and tortilla chips, plus Snyder of Berlin's distribution network sells cookies, meat snacks and crackers to round out its full line distribution.
But, it's Snyder of Berlin potato chip items that are the attraction.
Chips are cooked in blended vegetable and peanut oils, package in award winning metalized packaging -- and immediately shipped in recyclable corrugated containers to ensure product freshness and quality. Everything is open coded and nutritionally labeled.
Snyder of Berlin products are sold primarily through independent distributors and company divisions on a store delivery system. The stores are serviced by trained representatives on a scheduled basis.
"We have a very strong corps of distributors out there," Kereston says. "They're all growing. They understand the importance of good route salesmen and service -- those basics of the business still make or break you. You need good salesmen who have the ambition to grow the business and the dedication to keep the customer happy."
In recent years, Snyder of Berlin has developed a sales team to complement increased production at the Somerset county chip plant.
The function of the Snyder sales force is to sell the trade and/or distributors on the Snyder programs. Many independent retailers create constant activity throughout the marketplaces.
Zone managers Vince Bianco and Don Kereston head the sales endeavors for Snyder of Berlin.
Bianco's northern zone runs geographically from Pittsburgh to Cleveland. In addition to coordinating marketing and sales with company and independent distributors in that zone, Bianco develops partnerships with the chains in his area. He works closely with companies like Giant Eagle, Finast, Uni-Mart, and Dairy Mart.
Don Kereston's southern zone is as diverse as the territory he travels -- Beckley, Parkersburg, Marietta, Zanesville, Columbus, Lodi, Dayton, and all of Eastern Kentucky. He lives in Nitro, West Virginia, between Charleston and Huntington. Logging more than 1,500 miles in a week isn't that unusual for Kereston, who coordinates Snyder sales with the distributors in all those hills and valleys.
"I've got a pretty good conglomeration, and it's very diversified," Kereston notes. "You have big city distributors and those who are very rural."
While on the road, Kereston makes every effort to get into stores.
"Right now, the business is somewhat fun again," he said recently, just back from a hectic week on the road. "There's only one national snack company, so we're dealing with regional competition again -- companies we can compete with. That makes it fun. You can go out and sell."
"The trade is again realizing the importance of the regional companies from a competitive standpoint," his brother Ron, Snyder vice president of sales and marketing, concurs. "We're giving the consumer and the trade a choice."
The Snyder regional sales force provides daily communication with retailers and distributors. Rich Crammer is regional sales manager for the Ohio marketing area; Jeff Mellor is RSM for Western Pennsylvania; and Jim Fleckenstein is Central Pennsylvania RSM.
"At individual store level, we rely on regional managers to implement our plans," Bianco says. "At street level, that's where you get to develop your business. Programs are only as good as the people who are out there executing the plans we put in place.
"Excitement at store level translates into excitement for the consumer. And our products have always been well accepted by the consumers."
Bianco has joined many of the Snyder of Berlin retail partners in their charitable efforts, ranging from the Parents and Children Guidance Center to the Autism Society.
"We raise money for charities that our trade customers associate with," Bianco explained. "That's something that you won't find other snack companies doing."
A must event for many members of the trade every year is the Snyder of Berlin trade appreciation golf outing -- now in its tenth year, and coordinated by Bianco.
In recent months, Snyder has begun to capitalize on opportunities created as other regional and national competitors went out of business, opening voids to fill. A veteran Snyder of Berlin manager, Bob Theiss, has now gravitated to a new position as director of new sales development.
"We're looking to expand strategically in new market areas," Theiss says. "Where are we going to be in the next 50 years? We have started exploring new distribution opportunities because there are less snack food companies out there."
Snyder of Berlin has already added two large former Eagle Snack distributors, in Olean, New York and in York, Pennsylvania, examples of those areas of opportunities. Theiss reports new business in New York City. Distributors have been acquired in Norfolk, in Myrtle Beach, and two in North Carolina.
"You have to react fast when opportunities occur," Theiss adds. "You have to respond. With the size of Snyder, we can respond quickly. There's not a lot of red tape to slow us down."
Ron Kereston points to another built-in advantage in marketing at Snyder of Berlin -- the creation of a team concept that's been developed within the company.
The Consumer/Trade Team establishes promotional campaigns.
"We've teamed and partnered with the customers in the past," Kereston says. "Now, we're doing it internally. Through the members of the teams, we take advantage of the experience and knowledge of long-time employees at Snyder of Berlin. Everyone now is learning about other aspects of the business, and they are contributing new ideas. This makes us a better company."
That's something Snyder of Berlin can rely on for the next 50 years.
