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    Eby-Brown To Launch Wakefield Sandwich Co.

    New program will begin rollout to a limited customer base in early 2008.

    NAPERVILLE, Ill. -- Eby-Brown, a distributor to the convenience channel, announced that it will launch Wakefield Sandwich Co. -- dubbed as the home of the "fresh, never frozen" sandwich -- at the NACS Show 2007, to be held next week in Atlanta.

    Wakefield Sandwich Co. anticipates rolling out the program to a limited customer base in early 2008. It will feature a five-star chef, food safety and quality control manager, along with a team of nearly 100 commissary workers, the company stated.

    "Eby-Brown has been building great sandwiches for over 14 years, but with the industry's recent shift to 'fresh,' we wanted to offer a full-service program that is easy for retailers to implement in their stores," Rich Haen, senior vice president of NewFreshCo Foods said in a statement. "We will provide signage, training and great-tasting sandwiches. We are taking the guesswork out of fresh foods."

    Products available will include fresh, never frozen subs, Wide-Awakes Breakfast Sandwiches and hand-wrapped hot sandwiches. Other options are salads, fruits and veggies and all-natural juices, according to the company's announcement.


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