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    Fresh Brands Names New C.F.O. and E.V.P. - Operations

    SHEBOYGAN, Wis. - Fresh Brands, Inc. a supermarket retailer and grocery wholesaler through corporate-owned retail, franchised, and independent supermarkets, today announced the appointment of John H. Dahly as e.v.p., c.f.o., treasurer, and secretary, and Louis E. Stinebaugh as e.v.p. - operations.

    SHEBOYGAN, Wis. - Fresh Brands, Inc. a supermarket retailer and grocery wholesaler through corporate-owned retail, franchised, and independent supermarkets, today announced the appointment of John H. Dahly as e.v.p., c.f.o., treasurer, and secretary, and Louis E. Stinebaugh as e.v.p. - operations.

    Dahly previously worked for Fresh Brands for 17 years, including serving as c.f.o. from 1986 to January 2001. Since that time, Dahly has served as a consultant to Fresh Brands on franchise-related projects.
    Stinebaugh will be responsible for Fresh Brands' corporate store operations and franchisee relationships, as well as overseeing warehouse management, transportation, real estate, and store development.

    Prior to joining Fresh Brands, Stinebaugh served as president of the Sentry division of SuperValu in Wisconsin. He previously worked for Fleming Companies, Inc. for more than 15 years, including serving as the president of the Sentry division in Milwaukee during the time it was owned by Fleming. He has more than 30 years of experience in the supermarket industry, including roles at Safeway, Inc. in Southern California, Texas, and Saudi Arabia, and at Baker's Supermarkets, Inc. in Omaha, Neb.

    "We are delighted to announce John's return to the company on a full-time basis and the addition of Louis as a key member of our management team," said Walter G. Winding III, Fresh Brands' independent chairman of the board. "John's familiarity with our business and our key company relationships, and Louis' success in the Wisconsin marketplace with franchise retailers very similar to ours, will enable each of these experienced leaders to make an immediate, positive impact on our operations. In addition, John has had a long and distinguished career with Fresh Brands. We are confident that his return will be well received by our investors, franchisees, lenders, and employees."

    "Louis' experience with the Sentry organization is an excellent fit for Fresh Brands," said Michael R. Houser, vice chairman of the board, e.v.p., and chief marketing officer of Fresh Brands. "Both organizations have similar philosophies, business models, and organizational structures that focus on building strong relationships with customers, suppliers, and retailers. Louis knows our market and how to maintain and grow our program. He is well respected in the industry, as evidenced by his continued success in spite of Fleming's financial difficulties nationally."

    Both Dahly and Stinebaugh will begin their new responsibilities immediately. Fresh Brands continues to move forward with its national search for a new c.e.o. Until that position is filled, Winding and Houser will continue to share the day-to-day duties and responsibilities of the c.e.o.

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