Northfield Campus 1987
Carol Stream Campus 1994
Geneva Campus 2012
Foundation 25 B u i l d i n g a s t r o n g b r a n d , c u lt u r e a n d f u t u r e
© 2012 FONA International Inc.
Table of Contents 04 Introduction
06
08 From Vision to Reality
10 High Tech, High Touch
12 “2×4” Growth
14 Provide Creative and Efficient Solutions
16 Remain True to Core Beliefs
20
22 Flavor University®
24 Measure and Manage
26 FONA’s Facility: An Extension of Their Brand
28 Audit Ready 24/7
30 Deliver Exceptional Service as the Norm
32
34 Focus on People
36 Recognize Achievements
38 Always Pursue Excellence
40 Give Thanks
42
44 Balancing the FONA Triangle for Longevity
46 Securing High-Performing Leadership
48 Looking Forward
50 Delivering a Framework for the Future
Building a Strong Foundation Building a Strong Brand
Building a Strong Culture
Building a Strong Future 52 A Look Back
18 Celebrate Success With Generosity
FONA’s first 25 years tells a story of people, customers, brands, businesses and communities through a commitment to GROWTH and EXCELLENCE. It’s a story that speaks of SUCCESS and promises the brightest of possibilities. Founded on the principle that generosity and excellence provide the highest return on investment, FONA continues to build upon a solid foundation of excellence and putting people first. FONA looks forward to many future opportunities to share its passion for excellence. FONA invites you to celebrate the story of its past, present and future.
Building A strong
Foundation Many of the world’s leading organizations do not emerge from one brilliant idea, but from a deep, all-encompassing vision to do something that has never been done before. FONA International grew from the desire to bring a new way of doing business to the flavor industry— to deliver something above and beyond expectations.
Construction begins on FONA’s worldwide headquarters in Geneva, Illinois in 2003.
From Vision to Reality FONA’s Founder, Chairman and CEO Joe Slawek,
Putting these words into action, Joe began
envisioned a different kind of flavor company long
focusing on how the idea of FONA could come to
before he took the leap to start FONA International.
life, jotting notes on napkins when inspiration hit.
From a part-time job in the Vanilla Department at
He felt strongly that there was a gap—an unmet
Food Materials Corporation to his role as a senior-
demand for a flavor company that could deliver
level executive, Joe spent many years gaining
both high-touch customer service and innovative
industry experience, especially the importance of
technical solutions. He considered ways to fill these
building relationships, that would later provide the
gaps, providing customers with a new experience
framework for FONA.
in the flavor industry. Joe jotted down the name
Following the loss of his mentor and a change in leadership, Joe moved from thinking, “I wouldn’t do it that way” to “Maybe . . .” to “Have the
Joe Slawek, Chairman and CEO, remembers thinking to himself, “Have the courage, commitment and dedication to start your own company.”
“Flavors of North America” on a napkin and FONA was born. Flavors of North America was later rebranded to become FONA International.
courage, commitment and dedication to start your own company.” When inspiration strikes, Joe is known for jotting down his thoughts on the closest napkin. Many ideas for FONA started this way.
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High Tech, High Touch “Even today, I hear our
In FONA’s earliest days, flavor companies were
of production resources and laboratories, but
salespeople using our high
known for either having great technology or great
would also drive high service metrics and engage
tech, high touch tagline.
service though rarely, if ever, excelling in both.
customers as only small companies can.
It means that we will serve
“From the outset, we chose to compete at the
you better than anyone
highest level of technology and simultaneously
else in the industry at the
at the highest level of service,” says Joe. FONA
same time that we will give
would rival the largest international flavor
you state-of-the-industry
companies in the marketplace with a full array
Twenty-five years later, FONA still operates from this unique and strong position to be both high tech and high touch, setting it apart from the crowd and driving its remarkable success.
technology and state-ofthe-industry flavor creation.”
TJ Widuch Vice President, Business Units
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Building a Strong Foundation
11
“2×4” Growth When given a choice between saving money or
FONA looks to a 2×4 visual icon to better explain
growing the business, Joe always chooses growth.
growth and motivate its employees. Here’s how
“The work of generating revenue does not come
it works: if FONA runs efficiently and optimally,
from saving money, but from growing,” says Joe.
its growth rate approximately doubles every
“There are always costs and, of course, we need
four years—or more simply, 2×4. Joe calls this
to be great stewards. But the challenge for us is
his favorite icon, not only because it expresses a
always to generate revenue, and if that means
profitable revenue over a natural length of time,
spending more money, investing more hours in
but also because it inspires great stewardship by
a customer or an employee, we definitely choose
conveying a doubling of resources. His leadership
to invest our resources in driving growth.”
teams also see it as a powerful reminder of what
It’s hard to argue with a winning approach; FONA continues to far exceed industry standard growth rates of 2–3% with substantial growth rates year after year in the upper teens.
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they’re all trying to do: grow the business.
2011 FONA was named one of the fastest-growing private companies in the country by Inc. 5000 for the fifth consecutive year.
Provide Creative and Efficient Solutions
“We often hear from the industry and our customers that we really are different. We don’t do things the way that the other big flavor companies do. We think differently, we act differently, we get more involved with our customers, we care about their results and their
FONA’s approach to delivering the right solutions
FONA hopes their customers find this collaborative
for its customers begins with one important step:
spirit reaches beyond the scope of a project and
listening. It’s a skill that expresses FONA’s desire
extends into an inspiring work environment. At
to engage and partner with customers. This
FONA, customers work side by side with flavor
attentive approach allows FONA to step into the
experts to develop innovative solutions in a
shoes of its customers, bring their own unique
dedicated guest lab.
perspective, and ultimately break the mold by
customers. People associate
uncovering fresh possibilities. “If you want to
the FONA brand with the
be innovative,” says Joe Slawek, “look to your
ability to get it done and
customers, not your competition.”
to get it done differently.”
Amy McDonald Vice President, Sales, Marketing and Corporate Communications
FONA’s in-house sensory lab is just one of the 14
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innovative solutions offered to customers.
Building a Strong Foundation
15
Chairman and CEO Joe Slawek
Remain True to Core Beliefs FONA was founded on core principles and beliefs that underscore the organization’s commitment to always do the right thing. This document is part of Joe’s founding vision and serves as his guide for growing his company.
it is the responsibility of all
We believe … • That excellent customer service is key to the life of our company. • In the highest levels of loyalty, respect, and concern for our customers and their consumers. • Our employees have the potential to grow in
FONA Believes employees, in their daily work,
• In God and thank God for the many gifts, talents, responsibilities, authorities, successes
to create FONA’s positive reputation in the marketplace.
and failures, problems, losses and gains, changes, weaknesses and strengths which He gave us in the course of our development as a business. As our first priority, we seek to honor Him in all
their ability to contribute to the success and
of our activities. The credit for our success
growth of FONA International.
belongs to Him for His help, blessing, protection, mercy, and providence throughout our history,
• In the celebration of all accomplishments
our today, and into our future.
and in the recognition of all employees and their contributions by management and peers.
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Building a Strong Foundation
17
“One of the things that has always impressed me about my father and FONA has been generosity. I can’t tell you the countless times that the spirit of generosity has transcended all natural decision making processes around cost and put our culture, people and community first.”
Luke Slawek
Celebrate Success with Generosity
Vice President, Business Units and Innovation
Joe believes generosity breeds generosity.
FONA donated more than 11% of its profits to
“It starts with a concept: do we live in a world of
charitable endeavors.
scarcity, or do we live in a world of abundance? I subscribe to the belief that we live in a world of abundance. And in fact, we have a God who is super abundantly generous to us.”
with several community partners, including
partnership to the following community-based organizations: Administer Justice—Fox Valley, Day One Network, Fox Valley Hospice, Max
As FONA celebrates its 25 anniversary, it’s a
McGraw Wildlife Foundation, Northern Illinois
perfect time to acknowledge the many ways this
Food Bank, Fox Valley Christian Action and
organization has put people first. This includes
TriCity Family Services.
th
FONA participates in a variety of activities
FONA is honored to extend its support and
opening its doors to the community and giving generously of its time and resources. In 2011,
Fox Valley Christian Action.
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Building a Strong Foundation
19
Building A strong
Brand At FONA, exceeding expectations and delivering innovative results comes from a commitment to collaboration, customer service, creativity, generosity and growth. It also translates to a lasting brand impression among all those who know FONA.
“FONA’s amazing growth boils down to its focus on people. A lot of companies say that they are customer-focused, but at FONA, we really mean it because we
Flavor University
think about people first. Our heart is with
®
our customers, our employees, and those surrounding us in the community.”
Amy McDonald Vice President, Sales, Marketing and Corporate Communications
Created as a means to share the latest flavor
Flavor 101® is the program’s cornerstone course,
knowledge with customers and the industry,
geared toward individuals involved in research,
Flavor University makes an important statement
development, production, marketing, quality
about the FONA brand. The tuition-free, collegiate-
and purchasing.
level courses are taught by FONA’s own expert faculty. “Flavor University is not a sales tool,” reminds Joe, “but a true expression of our guiding principle to put our customers first.” More than 6,000 people have graduated from the Flavor
Other Flavor University courses include Savory Flavor 201®, Beverage Flavor 201®, Confection Flavor 201®, Grain Flavor 201®—Solutions for Cereal and Snacks, and Top Ten Challenges of Flavor®.
University program.
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Building a Strong Brand
23
Measure and Manage As President, Joe quickly saw the importance
seemed impossible—like delivering overnight
“This is the important concept
planning and measuring played in balancing all
samples or closing projects in five days—suddenly
we learned: whatever you measure,
sides of the organizational triangle.
it could be done because FONA was measuring
you will manage.”
“Not only do you have to satisfy your customers,
Joe Slawek
you also need to satisfy your employees and your
Chairman and CEO
stakeholders, which includes banks, insurance
and managing toward these goals. This was critical in shaping the organization and FONA’s reputation, especially in the early days.
companies, and our community,” says Joe. “This is
“Today, planning and measuring our metrics come
the important concept we learned: whatever you
naturally,” says Joe. “We already know our metrics
measure, you will manage.”
before they are published because they are essential
So when FONA’s executive leadership challenged
in giving us an awareness into the organization.”
the organization to reach goals which at first
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Building a Strong Brand
25
FONA’s Facility: An Extension of Their Brand
“As FONA employees we are not just individuals. We share our passion for our work as a team.”
Jim Evanoff Chief Financial Officer
In 2005, FONA established its global headquarters
Visitors are greeted by open, sunlit spaces like
for flavor creation in a striking new building set
the atrium-enclosed Hall of Flavors (at right),
upon 33 acres in Geneva, Illinois. The first of three
beautiful glass-enclosed laboratories, and walls of
planned buildings and spanning 82,000 square
employee and organizational recognition that speak
feet, this modern space has been designed to
volumes of a brand that cares about its people.
accommodate a robust and growing workforce while representing the visionary FONA brand. “Our campus concept is very important because you have about 60 seconds to make a great impression,” says Joe.
Above: November 25, 2002, Groundbreaking Ceremony, Geneva, Illinois. Right: FONA’s corporate headquarters.
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Building a Strong Brand
27
2010 FONA was ranked in the top seven companies for all five performance areas evaluated in a 2010 flavor industry study conducted by Clear Seas Research on
Audit Ready 24/7
attributes valued by flavor purchasers, and performance against those expectations.
Audits are an essential way for organizations to
FONA began seeking out more external,
gauge the health of their business—positive results
unannounced validation from organizations
lend instant credibility and bolster the brand.
like the Safe Quality Food Institute. At the
For example, when FONA received a positive review from the American Institute of Baking (AIB), it was immediately broadcast to their customers. “We discovered over time that
same time, FONA began performing employee and customer surveys on the belief that being audit and survey-ready 24/7 creates a state of organizational excellence.
external audits offer the best opportunity for us to grow, just as AIB and our accounting audit helps us to grow each year,” says Joe.
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Building a Strong Brand
29
FONA Believes in the on-time delivery of defect-free products and accurate documents with
Deliver Exceptional Service as the Norm Giving the best to FONA customers means
FONA sets its sights on exceeding customer
making every interaction a positive, open and
expectations and delivering excellent, measurable
efficient experience. FONA is committed to
results at all times in categories such as on-time
delivering creative, high-energy engagements
shipments, quick and accurate regulatory
that are grounded in honesty and mutual respect.
documents, and fast delivery of new products.
service second to none. Customer orders must be serviced promptly, accurately, and reliably.
FONA strives to delight customers and express a passion for their brands.
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Building a Strong Brand
31
Building A strong
Culture In a world buzzing with fast-paced organizations focused on the bottom line, FONA stands apart. It is a place where an exceptional record of growth and success is attributed less to the numbers and more to exceptionally driven individuals and a principled culture.
“FONA’s high-performance workplace
Focus on People
is not about getting the most of any one person, it’s about getting the best of every person.”
TJ Widuch Vice President, Business Units
FONA is the recipient of numerous awards, year
and care for each employee as an individual—
after year, that reflect a solid commitment to its
these are the qualities and values that define the
employees. These accolades speak to a dedicated
FONA culture.
workplace that draws the best and brightest in the industry. Attracting the best comes naturally when people are a priority. Employee engagement, professional development,
Joe says, “I think the generosity our people show each other has a tremendous impact, whether it’s at an employee meeting, the Thanksgiving luncheon or a community service project.”
high performance, acknowledgment of successes
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Building a Strong Culture
35
“Recognition and
Recognize Achievements
camaraderie are so important at FONA. The values that we share attract people of similar values who feel like they can put their best foot forward, and FONA is always ready to congratulate them in their achievements. It
At FONA, employees are inspired to give their
back from a boss. Imagine the feelings of pride,
best, and those achievements are regularly
accomplishment and accountability employees feel
applauded. For example, at employee meetings,
when publicly acknowledged by their peers.”
coworkers are given the opportunity to publicly acknowledge their peers.
starts with how we treat
“Peer recognition is so important at FONA,” says
our employees, and our
Joe, “perhaps more powerful than a pat on the
This tradition reinforces FONA’s relentless pursuit of excellence.
employees continue that cycle to our customers and stakeholders.”
Jim Evanoff Chief Financial Officer
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Building a Strong Culture
37
Always Pursue Excellence
FONA Believes its first responsibility is to customers and all others who use FONA’s products and services.
A promise to the do the right thing is at the
guide workplace behavior and to inspire personal
heart of FONA’s pursuit of excellence. FONA is
character and excellence around the clock. “The
guided by clearly documented beliefs and values—
real battle every day—the real choice for each of
beliefs that have served the organization from
us to make—is whether we’re going to be mediocre
the beginning and underscore its commitment to
or excellent. The relentless pursuit of excellence
integrity. Joe says, “It is very important to let
has been a powerful hallmark of the FONA culture,
our people know that we are going to stand up
something we’ve done in tandem with our values,”
and do the right thing.”
says Joe.
Values such as generosity, collaboration and high performance have the collective power to
Above: Being involved with the community is an important part of the FONA culture, such as offering tours to local school groups.
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Building a Strong Culture
39
“The FONA family spirit is about a family of people who care about you as an individual, not just as a role within the organization.”
Jim Evanoff
Give Thanks
Chief Financial Officer
Since its early years, FONA has celebrated its
barbecued at the former Carol Stream facility. Now,
employees by expressing gratitude with two
more than 500 people attend the annual picnic!
annual special events—the family picnic and Thanksgiving luncheon.
The annual Thanksgiving luncheon is a time for gratitude. “I am so indebted to our people for their
“One of the highlights of the year for me is the
roles, contributions, and how they make me and
family picnic,” says Joe, “when we get to thank our
each other better,” says Joe. “I believe Thanksgiving
employees and their beautiful families—spouses,
is such a natural time to say thank you to each
children, even their parents and grandchildren!”
other, to God, and to the community we live in.
Joe remembers the first picnic, where a small
There is so much to be grateful for.”
group of employees, about 18, and their families
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Building a Strong Culture
41
Building A strong
Future Looking back over its first 25 years, FONA is proud to celebrate a track record of visionary leadership, remarkable growth and an unwavering commitment to core values. Today, FONA is focused on the next 25 years and the opportunity to continue building on its past record of achievement.
FONA’s growth is five times the industry average.
FONA Believes long-term, skilled, committed, willing, able, happy, loyal, safety-conscious,
Balancing the FONA Triangle for Longevity
customer-oriented, positive employees grow the business best.
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FONA uses the image of a 2×4 to talk about
and the objective is clear—achieve balance and
growth, but it looks to an equilateral triangle
excellence in all three areas. The FONA Triangle
to explain its business model. Dubbed the
has been a powerful tool in guiding the
“FONA Triangle,” this simple shape depicts
organization. Moving forward, it will light the
the organization’s commitment to its top
way for new and aspiring leaders who will
three priorities: its customers, employees, and
balance rewarding careers, customer success,
stakeholders. One look at the FONA Triangle
and profitable growth.
Building a Strong Future
45 45
Securing High-Performing Leadership Joe likes to joke about the earliest stages of
foundation of professional excellence,” shares
the business when getting warm bodies on board
Joe. “We have the people and leaders to do this.”
was all that mattered. Today, Joe is proud to stand among world-class leaders with a commitment to FONA’s values and a laser-like focus on excellence—key ingredients to future successes.
As Joe transitions to his new role as Chairman, he’s confident in the entrepreneurial spirit that’s already taken hold across FONA. As leadership teams continue to gain experience and become
“I’m very excited about the transition from
visionaries, FONA’s next 25 years promise a new
our early history and our rock solid foundation
force of innovation, high-caliber leadership and
to a way of doing business that will keep that
global expansion.
entrepreneurship value and will be based on a
“Joe loves to see us striving for excellence all of the time. He doesn’t want to see perfection because it’s so rare and difficult to replicate, and he doesn’t want to see mediocrity because that’s just sticking with the status quo. And we’re OK to fail as long as we fail forward and learn from it. The company gives us the freedom to make mistakes, to learn from them and to constantly pursue excellence by doing so.”
Amy McDonald Vice President, Sales, Marketing and Corporate Communications
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Looking Forward “We’ve done such a
“One of the best things about FONA is that
each business unit into its own self-sufficient
great job establishing a
we’ve been able to reinvent ourselves on several
engine, once again developing and envisioning
culture of excellence that
occasions,” shares Joe.
a fresh approach to high tech, high touch service.
the most exciting part is to plant seeds in places outside of our normal geographies, especially in
When FONA first opened its doors, it was a small, tightly-focused flavor company capable of great service and technology. As the company grew over
Another design full of promise and growth potential focuses on expansion into ingredient manufacturing technologies.
the next 25 years, it grew into a corporate model
Both of these models lend themselves perfectly
that included revenue generation, focused on
to continued international growth, another strong
earning the approval process, order fulfillment that
focus in FONA’s future. Looking to augment
extended through the selling of a product, and a
its Canada and UK facilities, FONA plans on
strong corporate services group that encompassed
establishing more facilities across the world,
Jim Evanoff
support functions like information technology,
especially in emerging markets like Asia and India.
Chief Financial Officer
human resources and legal.
FONA’s expansion will go hand in hand with a
the international markets, where there is tremendous opportunity to lead the flavor industry.”
More recently, FONA has created a business unit design that speaks volumes about the future of
steadfast commitment to seamlessly deliver the same exceptional service found in Geneva, Illinois.
the company. In the next 25 years, FONA will turn 48
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Building a Strong Future
49 49
Delivering a Framework for the Future
“What excites me the most is the opportunity to carry our culture forward as part of our heritage. It’s been the defining difference of who we have been to our employees, our customers and our community.”
Luke Slawek Vice President, Business Units and Innovation
Privately held and family-owned since day one
“My wife Mary and I are delighted by our
in 1987, FONA is as much about its people as it is
children’s interest in the business,” says Joe.
a lifelong expression of Joe Slawek and his impact
“Particularly Luke, who has done an amazing
in the flavor industry. He and his family have shared
job in his sales and management roles.”
in the passion, challenges and joys of this family business, and they look forward to having an active hand in it moving forward.
The Slaweks have gone to great lengths to prepare for succession and preserve a leadership role at FONA for their family. At the same time, they
Joe has served FONA as a salesperson, President
are clear in their desire for FONA to hold their
and CEO, and now the role of Chairman and CEO.
children to the same high standards expected
Excited for the opportunity to mentor and groom
of any other employee.
potential leaders, he also looks forward to a longterm legacy that spans generations and includes his children and grandchildren.
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Building a Strong Future
51 51
2011 Award Winner
2006–2011 1987 Flavors of North America
1999
2003
An award winner in the
2011
101 Best and Brightest
Chairman and CEO Joseph
competition since 2006,
Slawek is named Ernst &
is founded by Joseph
1990
1994
Joseph Slawek is inducted
European expansion in
FONA earned top honors in
Young Entrepreneur of the
Slawek after 20 years in
FONA adds flavor to the
FONA moves to a new
into the Chicagoland
the UK with sales and
2011, being named Best of
Year® for Manufacturing
the flavor industry.
California IFT Expo.
facility in Carol Stream.
Entrepreneurial Hall of Fame.
supply chain capabilities.
the Best in Chicago.
in the Midwest.
1985
1990
A Look Back
1995
2000
2005
1996
2001
2005
2007–2011
2009–2011
Flavor 101® educational
FONA Canada is established.
Worldwide headquarters
Named one of the fastest
FONA achieves the highest
in Geneva, Illinois opened
growing private companies in
level of Safe Quality Food
with world-class design
the country by Inc. Magazine.
certification code 2000
program is instituted.
FONA’s most celebrated milestones speak to a legacy marked
features based on FONA’s
by growth, success, and generosity. They also tell the story of an
business principles.
organization constantly working toward excellence.
2010
Level 3.
2009
honoree
The Slawek Family 1994
The Slawek Family 2001
The Slawek Family 2010