Simplot RoastWorks® Brand Says "To Hell With Prep"

Cost-Cutting Web Site ToHellWithPrep.com and Supporting Trade Ads Go Live
BOISE, Idaho--(Business Wire)--
With a struggling economy and rising food costs among the leading foodservice
trends this year, how can anything else 2009 has to serve up frighten operators?
How about learning how much money they`re wasting by prepping vegetables and
fruit from scratch?

ToHellWithPrep.com - a new Web site Simplot Food Group launched over the weekend
- gives foodservice operators the frightening truth, as well as the means by
which they can extricate themselves from these harrowing circumstances.

"Let`s face it," says Simplot executive Jayme Mullaney, "prep can be hell.
Cutting and roasting raw fruits and vegetables is time-consuming, expensive, and
dangerous, plus it`s unpredictable if your prep staff varies from day to day."

Moreover, she says Simplot`s RoastWorks® brand - around which the new Web site
and the accompanying "To Hell With Prep" trade-advertising campaign revolves -
makes a lot of prep work unnecessary.

"Our delicious, pre-cut, pre-roasted, pre-seasoned products are just what busy
operators need to reduce prep time, costs, and waste while providing a quality,
consistent, scratch-like ingredient or side," she says. "Leave all the culling,
chopping, peeling, seeding, roasting, and seasoning to Simplot."

The main feature at ToHellWithPrep.com is the cost-savings calculator in the
"Wages of Sin" section, which lets foodservice operators compare the cost of
using RoastWorks products to preparing comparable ingredients or sides from
scratch. The site also provides a continually growing to-die-for recipe
collection called "Divine Inspiration" created by Simplot executive chefs Mark
Hill and Dianna Fricke.

Later this month foodservice operators and employees can enter a sweepstakes
promotion at ToHellWithPrep.com for a chance to win a weekend trip for two to
Hell`s Kitchen, N.Y. The prize package includes airfare for two, two night`s
lodging in a Manhattan hotel, dinner at Hell`s Kitchen restaurant, and a gift
card for expenses.

In addition, ToHellWithPrep.com serves up a humorous video that riffs common
pratfalls associated with prep work, a list of the Five Reasons Prep Is Hell,
and a section called "Hell`s Angels" that provides detailed information and
specifications on the 20 different RoastWorks offerings.

Foodservice operators new to the brand will enjoy the site`s great first-timer`s
discount, too. If they complete the form in the "Trial by Fire" section, Simplot
will send them a coupon with a graduated price-reduction offer: Buy up to five
cases of RoastWorks products and get $3 off per case, buy up to 10 cases and get
$5 off per case, or buy more than 10 cases and get $7 off per case.

Pre-roasted, perfectly seasoned, and individually quick-frozen, Simplot
RoastWorks vegetables and fruit are designed specifically for foodservice
operators as exceptional-quality alternatives to scratch-made ingredients and
sides. Consistent, cost-effective, and scrumptious, RoastWorks products give the
premium appearance and bold flavor of flame roasting on premise with little fat
and zero grams of trans fats.

Chief among the RoastWorks brand`s 20 different vegetables, potatoes, sweet
potatoes, fruits, and blends are Flame-Roasted Peppers & Onions, Roasted Baby
Bakers, Flame-Roasted Fuji Apples, Rosemary Roasted Redskins, and Flame-Roasted
Corn & Black Bean Fiesta.

One of the largest privately held food and agribusiness corporations, Simplot
generates $4.5 billion in revenues annually. The company`s largest division,
Simplot Food Group provides high-quality French fries, potato products, fruits,
vegetables, and other value-added specialty products to the foodservice industry
and major restaurant chains. Learn more about Simplot innovation at
www.simplotfoods.com.

RoastWorks® is a registered trademark of J.R. Simplot Co.

Stoltz Marketing Group
Lindzee Frei, 208-388-0766
lindzeef@stoltzgroup.com
or
J.R. Simplot Co.
Jayme Mullaney, 208-384-8303
jayme.mullaney@simplot.com

Copyright Business Wire 2009