Frozen Convenience Foods in the U.S.
 

Frozen Convenience Foods in the U.S.

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Frozen Convenience Foods in the U.S. Frozen Convenience Foods in the U.S. Document Transcript

  • Get more info on this report!Frozen Convenience Foods in the U.S.December 1, 2010Marketers of frozen convenience food have found themselves caught between a rockand a hard place during the economic downturn. Though fresh convenience food hasgained through positioning that casts it as a less expensive alternative to restaurantfood during a time of recession, frozen convenience food is frequently viewed as a moreexpensive, less fresh alternative to cooking from scratch at home. The frozen foodcategories that have been able to grow substantially in this environment are thereforethe ones that have been able to elude this paradigm.Specifically, the mammoth frozen pizza category and the spunky hand-held breakfastcategory have both found a way to go head-to-head with restaurants; and the preparedvegetable category has been able to triumph on the freshness front via the developmentof steaming techniques. According to Packaged Facts, these three categories have ledthe way sales-wise, enabling an otherwise ambivalent market for frozen conveniencefoods to grow by a modest 2.0% in 2010 to reach sales of $16.8 billion. Packaged Factsexpects that marketers in other categories will soon adopt similar strategies, drivingsales of fresh convenience foods up another 10% by 2015, to $18.6 billion.Fully updated from the 2007 edition, Frozen Convenience Foods in the U.S. offers acomprehensive look at this complex market in the context of how it competes with theparallel fresh convenience food market, restaurant takeout, and meals prepared fromscratch by consumers. It contains in-depth analysis of Internet marketing, includingdetailed accounts of marketing on social networking sites like Facebook. The report alsodetails the complex changes that have taken place in the market since the previousedition, with new attention to competition by retail sector, including supermarkets,supercenters/mass merchandisers, warehouse clubs, small marts and Internet.Using SymphonyIRI mass-market sales tracking data, the report offers detailedaccounts of sales and marketer/brand activity across nine product categories: Single-Serve Dinners/Entrees, Pizza, Hand-Held Non-Breakfast Entrees, Multi-ServeDinners/Entrees, Appetizers/Snack Rolls, Hand-Held Breakfast Entrees, BreakfastEntrees, Prepared Vegetables, and Pot Pies. Relying largely on Product LaunchAnalytics from Datamonitor, the report also examines new product and marketing trendsindustry-wide. A special feature of this report is custom survey data by Packaged Factsspecifically addressing consumer purchasing of frozen prepared foods, including vis-à-
  • vis the down economy, restaurant dining and takeout, and fresh convenience food.Additional demographic, psychographic, and product penetration analysis derives fromconsumer data compiled by Experian Simmons, New York, NY.Table of ContentsChapter 1: Executive Summary Introduction Market Definition: Frozen Convenience Foods SymphonyIRI Product Categories Exclusions Report Methodology Market Size and Composition Retail Sales Will Approach $19 Billion by 2015 Figure 1-1: U.S. Retail Sales of Frozen Convenience Foods: 2005, 2010 and 2015 (in millions of dollars) SymphonyIRI-Tracked Sales Virtually Unchanged Supermarkets the No. 1 Retail Channel Competitive Trends Food Conglomerates Dominate Important Niche Marketers Ruiz the Leading Marketer of Mexican-Style Specialties Marketers of Asian and Other International Specialties Amy‟s Stands Out Among Natural, Organic, Vegetarian and Gluten-Free Marketers Restaurant Spin-Offs Have Long Frozen Food Tradition Regional Marketers Serve Regional Tastes A Dozen $175 Million Plus Marketers Nestlé, ConAgra and Kraft Control Almost Half the Market Bottom Tier Is Home of Entrepreneurial Niche Marketers Marketing and New Product Trends New Product Launch Rate Slows with Recession A Vast Diversity of New Products Ethnic and Regional Specialties Crossover Consumer Trends Though Time-Pressed, Most Americans Try to Eat Healthier Decline in Restaurant Traffic a Plus for Convenience Groceries 72% of Americans Eat Frozen Prepared Foods Slight Uptick in Demand for Frozen Prepared Food Frozen Prepared Convenience Food Considered a Top Value Figure 1-2: Responses to Question, “Which Prepared Meal Items Provide a Better Value for the Dollar?”: Store-Made Hot, Store-Made Refrigerated, or Packaged Frozen, Fall 2010 (percent of U.S. adults) Retail Purchasing Patterns for Frozen Prepared Meal Items Two-Thirds of Households Use Frozen PizzaChapter 2: The Market
  • IntroductionMarket Definition: Frozen Convenience FoodsSymphonyIRI Product CategoriesExclusionsReport MethodologyThe Great RecessionMarket Size and CompositionRetail Sales at $16.8 Billion in 2010Table 2-1: U.S. Retail Sales of Frozen Convenience Foods, 2005-2010 (inmillions of dollars)SymphonyIRI-Tracked Sales Virtually UnchangedTable 2-2: SymphonyIRI-Tracked Dollar Sales of Frozen Convenience Foods byCategory: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars)Single-Serve Dinners/Entrees, Pizza Lead a Three-Tiered PackHand-Held Breakfast Entrees and Prepared Vegetable Categories Are SalesGrowth LeadersA Tale of Two MarketsTable 2-3: SymphonyIRI-Tracked Dollar Sales of Frozen Convenience FoodSales Growth Categories, 52 Weeks Ending July 11, 2010 vs. Year-Ago (inmillions of dollars)Table 2-4: SymphonyIRI-Tracked Dollar Sales of Frozen Convenience FoodSales Decline Categories, 52 Weeks Ending July 11, 2010 vs. Year-Ago (inmillions of dollars)Shifts in Category Share: Pizza Up/Single-Serve DownTable 2-5: Share of SymphonyIRI-Tracked Dollar Sales of Frozen ConvenienceFoods by Category, 52 Weeks Ending July 11, 2010 vs. Year-Ago (percent)Supermarkets the No. 1 Retail ChannelTable 2-6: Share of U.S. Retail Sales of Frozen Convenience Foods: ByChannel, 2007 vs. 2010 (percent)Winter Favors Sales of Frozen Convenience FoodsEven Obscure Holidays Can Yield ResultsMarket OutlookOverall Market DynamicsRetail Channels Compete with Each Other and with FoodserviceCase in Point: Legal Sea Foods Covers Frozen and Fresh Supermarket,Restaurant and Online BasesThe Freshness of FrozenFine Dining at the SupermarketIllustration 2-1: Carrabba‟s Italian Grill in Publix Supermarket, Sarasota, FloridaIllustration 2-2: Kroger In-store Bistro, Columbus, OhioEffects of RecessionTaking Dollars Away from Other MarketsFresh Prepared Vegetables Compete on Basis of Technological AdvancesIllustration 2-3: Birds Eye Frozen Vegetable Steamfresh Technology Web PageIllustration 2-4: “Frozen Food Master” Commenting on Green Giant‟s SimplySteamed Frozen Vegetables
  • Frozen Pizza Takes Share from Pizza Chains The Enemy Within Illustration 2-5: Papa Murphy‟s Website Banner for Take „N‟ Bake Pizza Hand-Held Breakfast Entrees Taking Hold Frozen Appetizers/Snacks Hold Dual Appeal Convenience Today = Faster Blurring Between Meals and Snacks Tapping into the Global Palate Natural, Organic and Even Vegan Foods Going Mainstream Illustration 2-6: Kashi Mayan Harvest Bake Frozen Meal Packaging (Back) Retail Sales Will Approach $19 Billion by 2015 Table 2-7: Projected U.S. Retail Sales of Frozen Convenience Foods, 2010-2015 (in millions of dollars)Chapter 3: Competitive Overview Food Conglomerates Dominate Important Niche Marketers Ruiz the Leading Marketer of Mexican-Style Specialties Marketers of Asian and Other International Specialties Amy‟s Stands Out Among Natural, Organic, Vegetarian and Gluten-Free Marketers Premium vs. Value Positioning Restaurant Spin-Offs Have Long Frozen Food Tradition Regional Marketers Serve Regional Tastes Some Marketers Focus on Non-Supermarket Channels Some Items Retailed in both Frozen and Refrigerated Formats Marketer and Brand Shares A Dozen $175 Million Plus Marketers Nestlé, ConAgra and Kraft Control Almost Half the Market Table 3-1: Top 12 Frozen Convenience Food Marketers and Private Label by SymphonyIRI-Tracked Sales and Market Share, 52 Weeks Ending July 11, 2010 (in millions of dollars) Bottom Tier Is Home of Entrepreneurial Niche Marketers Private Label Has Yet to Fully Capitalize on Recession Table 3-2: SymphonyIRI-Tracked Sales and Market Share of Private Label Frozen Convenience Food by Category: 52 Weeks Ending July 11, 2010 (in millions of dollars) Single-Serve Dinners/Entrees Nestlé Leads Category Natural Food/Gluten-Free Specialist Amy‟s Kitchen Comes on Strong Table 3-3: Top Ten Single-Serve Dinners/Entrees Marketers and Their Brands by SymphonyIRI-Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars) Pizza Kraft Pizza Unit Rolls Over Competition Schwan Finishes a Strong Second
  • Table 3-4: Top Ten Pizza Marketers and Their Brands by SymphonyIRI-Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars) Hand-Held Non-Breakfast Entrees Nestlé Controls Category Despite Sales Drop Table 3-5: Top Ten Hand-Held on-Breakfast Entree Marketers and Their Brands by SymphonyIRI-Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars) Multi-Serve Dinners/Entrees Nestlé‟s Stouffer‟s Dominates Table 3-6: Top Ten Multi-Serve Dinners/Entrees Marketers and Their Brands by SymphonyIRI-Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars) Appetizers/Snack Rolls General Mills Overtakes Heinz Table 3-7: Top Ten Appetizers/Snack Rolls Marketers and Their Brands by SymphonyIRI-Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars) Breakfast Entrees Jimmy Dean Is Category King Table 3-8: Top Ten Breakfast Entree Marketers and Their Brands by SymphonyIRI-Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars) Hand-Held Breakfast Entrees Jimmy Dean Also King Table 3-9: Top Ten Hand-Held Breakfast Entrees Marketers and Their Brands by SymphonyIRI-Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars) Pot Pies Three-Quarters of Sales Belong to ConAgra Table 3-10: Top Pot Pie Breakfast Entrees Marketers and Their Brands by SymphonyIRI-Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars) Prepared Vegetables Green Giant Towers Over Category Table 3-11: Prepared Vegetable Marketers and Their Brands by SymphonyIRI- Tracked Sales and Share: 52 Weeks Ending July 11, 2010 vs. Year-Ago (in millions of dollars)Chapter 4: Competitor Profiles Competitor Profile: Nestlé USA, Inc. Company Overview Nestlé Acquisition of Kraft Pizza Unit Consolidates Supremacy 2006 Acquisition of Jenny Craig Gives Nestlé an Advantage in Unmonitored Outlets as Well Stouffer‟s and Stouffer‟s Lean Cuisine Corner Bistro Competes with Hot Pockets and Restaurants
  • Stouffer‟s Dinner Club Stretches Consumer Wallets While Compiling DataIllustration 4-1: Stouffer‟s Dinner Club Banner Link from NestléUSA.com WebsiteIllustration 4-2: Stouffer‟s Dinner Club Banner Link from the Stouffers.comWebsiteEasy Express Skillets Are SizzlingIllustration 4-3: Stouffer‟s Easy Express Skillet Cheesy Meatball RigatoniHot Pockets on the WebIllustration 4-4: Wall Posting Dialog from Hot Pocket‟s Facebook PageHot Pockets Deal with Major League GamingMixing Gaming and FacebookIllustration 4-5: Facebook Comments on Hot Pockets National Gaming DayHot Pockets: Just Another Facebook BuddyIllustration 4-6: Hot Pockets Facebook Fan Photo Posting and Comments (Sept.2010)Hot Pockets Online Satire Is No Laughing MatterCompetitor Profile: Kraft Foods, Inc.Corporate BackgroundGoodbye Pizza, Hello CadburySouth Beach Diet Brand Leaves Frozen FieldIllustration 4-7: Kraft South Beach ProductsDiGiorno Is the Jewel in the Pizza CrownRecession Aids DiGiorno‟s Fight with Pizza ChainsAdvertising Makes Targeting of Pizza Chains Crystal ClearCalifornia Pizza Kitchen: Suffering from Neglect, or the Recession?Jack‟s Pizza Virtually UnchangedTombstone Pizza Knows How to Work FacebookCompetitor Profile: ConAgra Foods, IncCorporate BackgroundNo. 2 in Frozen Convenience FoodsConAgra Recasts Healthy Choice, AgainMarie Callender‟s: Still Cooking AwayBanquet Reformulates and Holds Line with $1 Price PointYoungsters Bug Out on Kid CuisineCompetitor Profile: The Schwan Food CompanyCorporate BackgroundIllustration 4-8: Schwan‟s Home Delivery TruckPizza Is Schwan‟s Cash CowRed Baron: New Products and Hockey Mom RecognitionRed Baron Squadron Shot DownIllustration 4-9: The Red Baron Pizza Squadron in FlightSchwan‟s Yellow Trucks Go GreenSchwan‟s Asian Flagship Is Asian SensationsCompetitor Profile: General MillsCorporate BackgroundGeneral Mills‟ Mission Statement Reflects Convenience FoodTotino‟s Is General Mills‟ Largest Frozen Convenience Food Brand
  • The Box Tops Program Illustration 4-10: Totino‟s Double Box Tops Program “Get Involved” Website Banner Child Spokespersons Reinforce “Kid‟s Most Favorite Thing” Positioning Illustration 4-11: Totino‟s “Kid‟s Most Favorite Thing” Television Spot (Screenshot) Totino‟s: An Adult-Free Zone Green Giant Controls Prepared Vegetables Category Award-Winning Technology Gives Green Giant‟s Fresh Steamers an Edge Just For One Line Courts Weight Watchers Consumers Birds Eye Coming on StrongChapter 5: Marketing, New Product, and Retail Trends Marketing and New Product Trends New Product Launch Rate Slows with Recession Table 5-1: Number of U.S. Frozen Convenience Food Product Introductions, 2007-2010 Table 5-2: Number of U.S. Frozen Convenience Food Product Introductions: By Category, 2007-2010 A Vast Diversity of New Products Ethnic and Regional Specialties Crossover Table 5-3: Frozen Convenience Food Products Introduced Between October 1, 2009 and October 1, 2010: Brand, Product, and Number of SKUs The Top Package Tag/Label Claim: Quick Table 5-4: Top 20 Frozen Convenience Food Introductions by Number of Package Tags/Claims, 2007-2010 (Year-End October 1) Restaurant Quality at Home Stouffer‟s Seeking Restaurant Mojo in Corner Bistro The Power of Packaging Light Saucing Packaging Form Versus Function/Cooking Process Marketing Gourmet/Superpremium During a Recession Cheaper Than Restaurant Fare General Mills & Unilever‟s Chinese Takeout Menus General Mills Italian Restaurant Offering Targeting Consumers and Foodservice Natural and Organic Options Continue to Proliferate Table 5-5: U.S. Organic Food vs. Total Food Sales Growth and Penetration 2000-2009 (in millions) Table 5-6: Companies That Introduced Organic and/or Natural Frozen Convenience Products, October 2009-October 2010 Packaged Prepared Foods Account for 14% of Organic Market Figure 5-1: U.S. Organic Food Sales by Product Type, 2009 (percent) Gluten-Free Frozen Convenience Foods What Is Gluten? Why a Gluten-Free Diet? Medical Opinion vs. Consumer Opinion
  • Amy‟s Leads the Pack in Therapeutic Foods and Info Illustration 5-1: “Special Diets” Page from Amy‟s Website Amy‟s Interactive Marketing Strategy Gluten-Free Frozen Convenience Food Takes on Healthy Halo Pizza: Thin Crust Is Hot Michelina‟s Green Marketing The Local Foods Movement Informal Focus Group Reflects Packaged Facts‟ 7 Aspects of Local Food Appeal Local Action in Frozen Convenience Foods Major Frozen Convenience Food Marketers Including Nestlé Embrace Low Sodium Trend Retail Trends Introduction Retail Distribution Methods Direct Delivery Advantages The Cost of Face-to-Face Business Advantages of Warehouse Delivery Smaller Marketers Work Through Brokers Frozen Convenience Food Also Shipped Direct to Consumers Trade Shows Introduce New Products to Market Types of Retail Channels Channel Blurring Focus on Supermarkets Natural/Organic Frozen Convenience Food Presents Placement Challenge Giant Eagle Takes Flexible Approach Focus on Small Marts: Fresh and Not So Easy Focus on Health & Natural Food Stores: Retailers Moving Mainstream Focus on Supercenters/Mass Merchandisers, and Warehouse Clubs Warehouse Clubs: A Party of Three Frozen Convenience Foods a Key to BJ‟s Recent Success Warehouse Clubs Have Tradition of Alternative Frozen Convenience Food Focus on Vending: Downsized Workforce Halts Growth Vending Machines Benefit from Brand Recognition E-tailers and Mail Order Specialty E-tailers Have Advantages Over Brick-and-Mortar Table 5-7: Celiac Links & Gluten-Free Frozen Convenience Food Bestsellers from Gluten Free Mall.com Diet Centers Are Also E-tailersChapter 6: Consumer Trends Introduction Methodology Though Time-Pressed, Most Americans Try to Eat Healthier Figure 6-1: Consumer Attitudes About Healthy Foods and Time Constraints, Spring 2010 (percent of U.S. adults) Decline in Restaurant Traffic a Plus for Convenience Groceries
  • Figure 6-2: Consumer Usage of Restaurants vs. Cooking at Home, Summer2010 (percent of U.S. adults)Table 6-1: Level of Agreement with Statement, “I Am Spending Less onGroceries These Days Because of the Economy,” Summer 2010 (percent of U.S.adults)NGA Survey Confirms Shift from Restaurants to GroceriesOpportunities Remain to Make Gains at Expense of RestaurantsTable 6-2: Responses to Question, “In Comparison to Right Now, How MuchMoney Do You Plan to Spend on Meals Eaten at Full-Service Restaurants Duringthe Following 3 Months?” Summer 2010 (percent of U.S. adults)Table 6-3: Responses to Question, “In Comparison to Right Now, How MuchMoney Do You Plan to Spend on Meals Eaten at Fast-Food Restaurants Duringthe Following 3 Months?” Summer 2010 (percent of U.S. adults)Table 6-4: Responses to Question, “In Comparison to Right Now, How MuchMoney Do You Plan to Spend on Takeout/Delivery/Drive-Thru Meals Eaten atFull-Service Restaurants During the Following 3 Months?” Summer 2010(percent of U.S. adults)72% of Americans Eat Frozen Prepared FoodsFigure 6-3: Responses To Question, “Have You Used Any Store-Made HotPrepared Meal Items In The Last 3 Months?” Fall 2010 (percent of U.S. adults)Figure 6-4: Responses To Question, “Have You Used Any Store-MadeRefrigerated Prepared Meal Items In The Last 3 Months?” Fall 2010 (percent ofU.S. adults)Figure 6-5: Responses To Question, “Have You Used Any Packaged Frozen(Not Store-Made) Prepared Meal Items In The Last 3 Months?”Fall 2010 (percentof U.S. adults)Slight Uptick in Demand for Frozen Prepared FoodFigure 6-6: Responses to Question, “Since The Recession Began, Has TheAmount of Packaged Frozen Prepared Meal Items That You Use Decreased,Stayed About the Same, or Increased?” Fall 2010 (percent of U.S. adults)Consumers Who Are Eating More Frozen Food: What Are They Eating Less Of?Figure 6-7: Responses to Question, “Given That You Are Eating More PackagedFrozen Prepared Meal Items, Are You Doing Any Of The Following?” Fall 2010(percent of U.S. adults)Taste of Store-Prepared Hot Food Preferred Over FrozenFigure 6-8: Responses to Question, “Which Prepared Meal Items Taste Better?”:Store-Made Hot, Store-Made Refrigerated, or Packaged Frozen Fall 2010(percent of U.S. adults)Frozen Prepared Convenience Food Considered a Top ValueFigure 6-9: Responses to Question, “Which Prepared Meal Items Provide aBetter Value for the Dollar?”: Store-Made Hot, Store-Made Refrigerated, orPackaged Frozen, Fall 2010 (percent of U.S. adults)From The I Hate to Cook Book to Sandra LeeHow Many Consumers Are Mixing and Matching?
  • Table 6-5: Percent of Adults Who Have Eaten a Meal Composed Solely orComposed Partially of Store-Bought Frozen Prepared Food Items in the Last 3Months: By Daypart Fall 2010 (percent of U.S. adults)Retail Purchasing Patterns for Frozen Prepared Meal ItemsTable 6-6: Where Have You Purchased Packaged Frozen Prepared Meal ItemsIn The Past 3 Months? (percent of U.S. adults)What Percent of Consumers Often Eat Frozen Dinners?Table 6-7: Levels of Agreement/Disagreement with Statement, “I Often EatFrozen Dinners,” 2009/10 (percent of U.S. adults)Downscale Singles Are Heavy Consumers of Frozen DinnersTable 6-8: Above-Average Demographics for Agreement with Statement: “I OftenEat Frozen Dinners,” 2009/10 (index among U.S. adults)Table 6-9: Below-Average Demographics for Agreement with Statement: “I OftenEat Frozen Dinners,” 2009/10 (index of U.S. adults)Attitudes on Nutritional Value of Frozen DinnersTable 6-10: Levels of Agreement/Disagreement with Statement, “Frozen DinnersHave Little Nutritional Value,” 2009/10 (percent of U.S. adults)Table 6-11: Above-Average Demographics for Disagreement with Statement:“Frozen Dinners Have Little Nutritional Value,” 2009/10 (index among U.S.adults)Table 6-12: Above-Average Demographics for Agreement with Statement:“Frozen Dinners Have Little Nutritional Value,” 2009/10 (index among U.S.adults)Two-Thirds of Households Use Frozen PizzaTable 6-13: Usage Levels for Frozen Pizzas, 2007/08 through 2009/10 (percentof U.S. households)Table 6-14: Usage Levels for Top Pizza Brands, 2007/08 through 2009/10(percent of U.S. households)Over Half of Households Buy Frozen Dinners RegularlyTable 6-15: Usage Levels for Frozen Complete Dinners, 2007/08 through2009/10 (percent of U.S. households)Table 6-16: Usage Levels for Top Frozen Dinner Brands, 2007/08 through2009/10 (percent of U.S. households)Table 6-17: Usage Levels for Top Frozen Dinner Brands, 2007/08 through2009/10 (percent of U.S. households)46% of Households Use Frozen Hot SnacksTable 6-18: Usage Levels for Frozen Hot Snacks, 2007/08 through 2009/10(percent of U.S. households)Table 6-19: Usage Levels for Top Frozen Hot Snack Brands, 2007/08 through2009/10 (percent of U.S. households)One-Fourth of Households Use Frozen Breakfast Entrees/SandwichesTable 6-20: Usage Levels for Frozen Breakfast Entrees/Sandwiches, 2007/08through 2009/10 (percent of U.S. households)Table 6-21: Usage Levels for Top Frozen Breakfast Entree/Sandwich BrandLines, 2007/08 through 2009/10 (percent of U.S. households)
  • Motivations for Buying Ready-to-Eat and/or Heat-and-Eat Food from Food Stores or Convenience Stores Table 6-22: Reasons for Getting Ready-to-Eat and/or Heatand-Eat Food from a Grocery Store/Supermarket, 2009 (percent) Table 6-23: Reasons for Getting Ready-to-Eat and/or Heatand-Eat Food from a Convenience Store/Gas Station, 2009 (percent) Wegmans‟ Survey Shows Customers Want Easy, Healthy and Affordable MealsAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2740332US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004