Coin Machine Review (& Pacific ...)

Best Frozen Foods Customer
Will Be The Average Family'
NEW YORK-The vast potential market
for frozen foods represented by the average
family and what can be done to develop
still greater mass consumption was out-
lined recently at the first annual meeting
of the Frozen Food Foundation in Syra-
cuse, · N. Y.
Domestic usage of frozen fruits has in·
creased about five and a half times in the
last decade, and usage of frozen vegetables
has jumped twenty-fold in the same period,
'a ccording to the Foundation. The industry
volume 'of all types of frozen foods now
amounts to well over a billion pounds an·
nually. Since 1935 frozen fruit production
has increased from 59 million . pounds to
354 million pounds, and for the same
period frozen vegetable production has
jumped from 12 million pounds to 259 mil-
lion pounds.
These gains are impressive, but much
progress is still to be madll---'and the Coin
Machine Industry, profiting by the ground-
work done by the food industry, can expect
to have a large part in this relatively new
field.
Up to the present time, most of the dis-
tribution of frozen foods has been through
COIN
MACHINE institutional use by hotels, restaurants, etc.
To attain the maximum potenti'al of frozen
REVIEW
foods-l0 to 11 billion dollars annually-
mass consumption must be raised through
American families.
With the settlement of strikes and relief
FOR
from material shortages, manufacturers are
JUNE
expected to capitalize on the demand for
frozen food vendors of all types and to
join with processors in raising the average
family's consumption of frozen fruits, vege-
tables, meats, fish, dairy products and deli-
catessen items.
The need of concentrating attention on
the family is shown by the fact that in
1944 only 7 per cent of the frozen fruit
pack was put up in retail sized containers
(one pound and under) and that less than
half the frozen vegetable pack moved to
market in consumer sizes.
To overcome this bottleneck, Paul Mazur,
investment banker and retailing expert,
three years ago organized Frozen Foods
Products, Syracuse, with several other man·
ufacturers and a number of stores later
cooperating in planning a program for mass
distribution of frozen foods through depart-
ment stores.
This corporation developed a "Frost·
master" service for over-the-counter depart-
ment store sales, involving specially devel-
oped selling methods and equipment, and
a home-delivery frozen food service to cus-
tomers having adequate frozen food stor-
age space.
Based on experience with 300 Syracuse
famili'es, Frozen Food Products found that
while the average consump tion of frozen
foods amounts to $5 or $6 yearly per fam-
ily, sales ' under the Frostmaster plan top
$200 yearly per family.
As an outgrowth of the Frostmaster plan,
the Frozen Food Foundation was estab-
lished last year to guide department stores
in obtaining high-quality, well-packaged
frozen food products. A large number of
department stores from coast to coast have
followed Frostmaster distribution methods
and proved tha~ family consumption of
frozen foods can be multiplied many times
over the amount now consumed.
The lessons of these merchandising plans
are being taken to heart by manufacturers
of automatic coin-operated frozen food
vendors, judging from recent reports. In
Philadelphia, Charles Goldfine, theater
owner, plans to capture some of the domes-
tic co nsumer market by placing coin-oper-
ated frozen food vendors in a number of
theater lobbies. Idea is that the house-
wife coming from a matinee can readily
purchase frozen vegetables, fruits and
meats Jor the evening meal from refriger-
ated coin vendors in the lobby. Other ma-
chines would vend cold meats, potato salad,
prepared salads, cheese and bakery spe-
cialties.
In the same city, considerable interest is
being shown in merchandising complete
Operators of automatic
frozen meals.
Irozen food vendors are reported discuss-
ing such possibilities with Twenty-Minute
Dinner Co., packers of pre-cooked, frozen
meals. This company packs frozen sirloin
steaks, fried chicken, chopped steak, ten-
derloin steaks, pork chops and a special
chopped pepper steak. Meal consists of a
meat course with two vegetables and a
fruit dessert.
.
Meanwhile another announcement of in-
tention to manufacture automatic frozen
food vendors comes from Milton Rifkin,
head of Frez-O-Mat Sales Corp., New York
City. Frez-O-Mat frozen food dispensers
of the familiar serve-yourself type have
been tested over a long period in two na-
tional chain stores in Chicago. Success
with these has convinced the company that
coin-controlled frozen food vendors will
find ready acceptance with one-man gro-
cery stores, bakeries, dairy product stores,
candy shops, deli'catessens, and other loca-
tions where a ready market exists for frozen
food but where the volume of business is
not large enough .0 warrant the addition
of more employees.
Nearly a tenth of the nation's 400,000
18
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