<SEC-DOCUMENT>0001193125-13-326895.txt : 20130925
<SEC-HEADER>0001193125-13-326895.hdr.sgml : 20130925
<ACCEPTANCE-DATETIME>20130808162023
<PRIVATE-TO-PUBLIC>
ACCESSION NUMBER:		0001193125-13-326895
CONFORMED SUBMISSION TYPE:	CORRESP
PUBLIC DOCUMENT COUNT:		1
FILED AS OF DATE:		20130808

FILER:

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			SANFILIPPO JOHN B & SON INC
		CENTRAL INDEX KEY:			0000880117
		STANDARD INDUSTRIAL CLASSIFICATION:	SUGAR & CONFECTIONERY PRODUCTS [2060]
		IRS NUMBER:				362419677
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			0628

	FILING VALUES:
		FORM TYPE:		CORRESP

	BUSINESS ADDRESS:	
		STREET 1:		1703 N. RANDALL ROAD
		CITY:			ELGIN
		STATE:			IL
		ZIP:			60123-7820
		BUSINESS PHONE:		847-289-1800

	MAIL ADDRESS:	
		STREET 1:		1703 N. RANDALL ROAD
		CITY:			ELGIN
		STATE:			IL
		ZIP:			60123-7820
</SEC-HEADER>
<DOCUMENT>
<TYPE>CORRESP
<SEQUENCE>1
<FILENAME>filename1.htm
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<TITLE>CORRESPONDENCE</TITLE>
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 <P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">August&nbsp;8, 2013 </FONT></P> <P STYLE="margin-top:18px;margin-bottom:0px"><FONT
STYLE="font-family:Times New Roman" SIZE="2"><B><I><U>VIA EDGAR AND OVERNIGHT DELIVERY </U></I></B></FONT></P> <P STYLE="margin-top:6px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">John Cannarella </FONT></P>
<P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">United States Securities and Exchange Commission </FONT></P>
<P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Division of Corporation Finance </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">100 F Street,
N.E. </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Washington, D.C. 20549 </FONT></P> <P STYLE="font-size:6px;margin-top:0px;margin-bottom:0px">&nbsp;</P>
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<TD WIDTH="8%"><FONT SIZE="1">&nbsp;</FONT></TD>
<TD WIDTH="5%" VALIGN="top" ALIGN="left"><FONT STYLE="font-family:Times New Roman" SIZE="2"><B>Re:</B></FONT></TD>
<TD ALIGN="left" VALIGN="top"><FONT STYLE="font-family:Times New Roman" SIZE="2"><B>John B. Sanfilippo&nbsp;&amp; Son, Inc. </B></FONT></TD></TR></TABLE> <P STYLE="margin-top:0px;margin-bottom:0px; margin-left:13%"><FONT
STYLE="font-family:Times New Roman" SIZE="2"><B>Form 10-K for the Fiscal Year Ended June&nbsp;28, 2012 </B></FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px; margin-left:13%"><FONT STYLE="font-family:Times New Roman" SIZE="2"><B>Filed
August&nbsp;30, 2012 </B></FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px; margin-left:13%"><FONT STYLE="font-family:Times New Roman" SIZE="2"><B>Comment Letter Dated April&nbsp;11, 2013 </B></FONT></P>
<P STYLE="margin-top:0px;margin-bottom:0px; margin-left:13%"><FONT STYLE="font-family:Times New Roman" SIZE="2"><B>Response Letter Dated May&nbsp;8, 2013 </B></FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px; margin-left:13%"><FONT
STYLE="font-family:Times New Roman" SIZE="2"><B>Comment Letter Dated July&nbsp;5, 2013 </B></FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px; margin-left:13%"><FONT STYLE="font-family:Times New Roman" SIZE="2"><B>File No. 0-19681
</B></FONT></P> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Dear Mr.&nbsp;Cannarella: </FONT></P>
<P STYLE="margin-top:12px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Pursuant to our telephone conversation on August&nbsp;5, 2013, attached are the additional reports that we discussed on that call, which are being
supplementally and confidentially provided to the Commission: </FONT></P> <P STYLE="font-size:6px;margin-top:0px;margin-bottom:0px">&nbsp;</P>
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<TD WIDTH="4%"><FONT SIZE="1">&nbsp;</FONT></TD>
<TD WIDTH="4%" VALIGN="top" ALIGN="left"><FONT STYLE="font-family:Times New Roman" SIZE="2">1.</FONT></TD>
<TD ALIGN="left" VALIGN="top"><FONT STYLE="font-family:Times New Roman" SIZE="2">Daily Summary Gross Margin Report by P-Type for August&nbsp;5, 2013 </FONT></TD></TR></TABLE> <P STYLE="font-size:6px;margin-top:0px;margin-bottom:0px">&nbsp;</P>
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<TR>
<TD WIDTH="4%"><FONT SIZE="1">&nbsp;</FONT></TD>
<TD WIDTH="4%" VALIGN="top" ALIGN="left"><FONT STYLE="font-family:Times New Roman" SIZE="2">2.</FONT></TD>
<TD ALIGN="left" VALIGN="top"><FONT STYLE="font-family:Times New Roman" SIZE="2">Weekly Sales by Channel by Nut Type for Fiscal Year 2013 </FONT></TD></TR></TABLE> <P STYLE="font-size:6px;margin-top:0px;margin-bottom:0px">&nbsp;</P>
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<TR>
<TD WIDTH="4%"><FONT SIZE="1">&nbsp;</FONT></TD>
<TD WIDTH="4%" VALIGN="top" ALIGN="left"><FONT STYLE="font-family:Times New Roman" SIZE="2">3.</FONT></TD>
<TD ALIGN="left" VALIGN="top"><FONT STYLE="font-family:Times New Roman" SIZE="2">Weekly Sales by Channel by Category for Fiscal Year 2013 </FONT></TD></TR></TABLE> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT
STYLE="font-family:Times New Roman" SIZE="2">The above reports were referenced in the Company&#146;s initial response to the Commission dated May&nbsp;8, 2013, Commission Comment number 2. For any terms that are not defined herein, please refer to
our previous correspondence. </FONT></P> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">The above additional reports were not provided by the Company in its initial response because the information
contained in these reports is not used by the CODM to assess operating performance or allocate resources. Below is a description of each of the above reports and how each is used by the CODM or various other members of the Company&#146;s senior
management. </FONT></P> <P STYLE="margin-top:18px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Report 1: </FONT></P> <P STYLE="margin-top:6px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Report 1 is
prepared and can be accessed by the Company&#146;s entire senior management team, including the CODM, via the Company&#146;s intranet home page. The CODM and the senior management team use this report primarily to: (i)&nbsp;monitor commodity
inventory positions by </FONT></P>
 <p STYLE="margin-top:0px;margin-bottom:0px"><FONT SIZE="1">&nbsp;</FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px" ALIGN="center"><FONT STYLE="font-family:Times New Roman" SIZE="2">1 </FONT></P>


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 <P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">
reviewing sales volume by nut type and (ii)&nbsp;monitor alignment of acquisition cost per pound (at standard cost) and selling price per pound by nut type on a total company level. The
information provided is by nut type on a total Company basis, and there is no information in this report on branded or non-branded products. </FONT></P>
<P STYLE="margin-top:18px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Report 2: </FONT></P> <P STYLE="margin-top:6px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Report 2 is prepared and made
available via an email message containing a link to this report sent to the VPs of sales and marketing and to certain managers on their respective staffs. The other members of the senior management team, including the CODM, are also included on the
email distribution list for this report. Report 2 provides the same information by nut type as that which appears in Report 1, however this information is shown for weekly, month to date and year to date periods. In addition to providing the
information by nut type on a total company basis, this report provides the same information by distribution channel and is used by the VPs of sales and marketing to monitor sales and volume trends. There is no information in this report on branded
or non-branded products. The CODM only uses the information by nut type on a total Company basis similar to Report 1 and does not review the information contained in this report at the distribution channel level. As such, starting with this
week&#146;s report availability message and all future weekly report availability messages, the information contained in Report 2 will only be distributed to the CODM at the total company level by nut type which currently appears in the last section
of this report. In addition to the new total company weekly report, the CEO and CFO will have access to an additional new report that will show only sales and sales volume information by nut type by distribution channel on a quarterly basis to
prepare sales and sales volume comments related to distribution channels for quarterly earnings calls and similar disclosures in earnings releases and Forms 10-Q and 10-K, when appropriate. </FONT></P> <P STYLE="margin-top:18px;margin-bottom:0px"><FONT
STYLE="font-family:Times New Roman" SIZE="2">Report 3: </FONT></P> <P STYLE="margin-top:6px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">The link to Report 3 is contained in the same email message as that which contains the
link to Report 2. Report 3 is the only report that contains branded and non-branded information. This report is used by the VP&#146;s of sales and marketing to monitor sales and volume trends at a more detailed level than Report 2. It is also used
by the VP Marketing, who is responsible for pricing, to monitor pricing alignment at a more detailed level than Report 2. The CODM does not review this report and will be removed from this distribution list. The CEO and CFO have used information in
this report in a limited capacity only to prepare sales and sales volume comments for quarterly earnings calls and similar disclosures in earnings releases and Forms 10-Q and 10-K, when appropriate. For future fiscal quarters, this report will be
made available to the CEO and CFO, but it will contain only sales and sales volume information. </FONT></P> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">In the beginning of fiscal 2013, the senior
management team, including the CODM, (the &#147;Team&#148;) met to create new strategic growth plans primarily by identifying new growth opportunities in its market. During that planning session, the Team determined that the opportunities to gain
distribution with new retailers were much more favorable for branded </FONT></P>
 <p STYLE="margin-top:0px;margin-bottom:0px"><FONT SIZE="1">&nbsp;</FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px" ALIGN="center"><FONT STYLE="font-family:Times New Roman" SIZE="2">2 </FONT></P>


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products than for non-branded products. This conclusion was primarily based on the lack of success the Company has experienced recently in winning bids for non-branded business with new retailers
since these retailers&#146; focus was centered primarily on price as opposed to the Company&#146;s strengths in innovation, quality and service. In contrast, the Company&#146;s existing non-branded retailer customers place more value on the
Company&#146;s strengths in these areas. From this, the Team concluded that two of its three key growth strategies should be to grow the Company&#146;s brands and to grow its business with existing key non-branded customers. Once the decision was
made to grow the Company&#146;s brands, the Team conducted a competitive assessment of brand advertising and marketing spending, which was provided by the Company&#146;s marketing agency. From this assessment, the Team concluded that the Company was
significantly under-supporting its brands in comparison to its competitors. The Team then determined that in order for the brands to have credibility with new retailers, the Company must increase advertising and marketing spending to be comparable
to competitive brand support spending levels. The VP&#146;s of sales and marketing, who were members of the Team, are responsible for assessing the performance of this increase in brand support spending. They carry out this responsibility by
monitoring Nielsen data and information provided in Report 3. The advertising and marketing spending plan is approved by the CEO. </FONT></P> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Also
attached is the Monthly Consolidated Financial Results Report for period 11 of fiscal 2013, which is distributed to the Company&#146;s Board of Directors. As noted in our previous response, the information reviewed by the Board of Directors is at
the total Company level. This report is also being supplementally and confidentially provided to the Commission. This report was referenced in the Company&#146;s initial response to the Commission dated May&nbsp;8, 2013, Commission Comment number 2.
</FONT></P> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">As the Company stated in its previous two responses to the Commission, the CODM evaluates performance in executing its growth strategies
solely by reviewing sales and sales volume measures using internally and externally generated information and allocates resources solely based upon Company-wide consolidated operating results. The changes to be made in the reports discussed above
are not substantive because the CODM does not currently use the information in those reports that will no longer be distributed to them. </FONT></P> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">In
accordance with 17 C.F.R. &#167; 200.83 (&#147;Rule 83&#148;) and Rule 12b-4 under the Securities Exchange Act of 1934 (&#147;Rule 12b-4&#148;), the Company is supplementally and confidentially providing to the Commission copies of the reports
referenced above. The Company requests that these supplemental materials be kept confidential under Rule 83 and be returned to the Company in full in accordance with Rule 12b-4. </FONT></P>
<P STYLE="margin-top:12px;margin-bottom:0px; margin-right:5%"><FONT STYLE="font-family:Times New Roman" SIZE="2">We thank the staff for its courtesies. If you have any questions regarding this letter, please do not hesitate to call me at
(847)&nbsp;214-4509. </FONT></P>
 <p STYLE="margin-top:0px;margin-bottom:0px"><FONT SIZE="1">&nbsp;</FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px" ALIGN="center"><FONT STYLE="font-family:Times New Roman" SIZE="2">3 </FONT></P>


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 <P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Sincerely, </FONT></P> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT
STYLE="font-family:Times New Roman" SIZE="2">/s/ Michael Valentine </FONT></P> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Michael Valentine </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT
STYLE="font-family:Times New Roman" SIZE="2">Chief Financial Officer </FONT></P> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">CC: </FONT></P> <P STYLE="margin-top:12px;margin-bottom:0px"><FONT
STYLE="font-family:Times New Roman" SIZE="2">H. Roger Schwall </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Mark Wojciechowski </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT
STYLE="font-family:Times New Roman" SIZE="2">Caroline Kim </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Timothy Levenberg </FONT></P>
<P STYLE="margin-top:0px;margin-bottom:0px; text-indent:4%"><FONT STYLE="font-family:Times New Roman" SIZE="2">&nbsp;&nbsp;&nbsp;&nbsp;Securities and Exchange Commission </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT
STYLE="font-family:Times New Roman" SIZE="2">Jeffrey Sanfilippo </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">Jasper Sanfilippo, Jr. </FONT></P>
<P STYLE="margin-top:0px;margin-bottom:0px; text-indent:4%"><FONT STYLE="font-family:Times New Roman" SIZE="2">&nbsp;&nbsp;&nbsp;&nbsp;John B. Sanfilippo&nbsp;&amp; Son, Inc. </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT
STYLE="font-family:Times New Roman" SIZE="2">Jerry Burgdoerfer </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT STYLE="font-family:Times New Roman" SIZE="2">William Tolbert </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px"><FONT
STYLE="font-family:Times New Roman" SIZE="2">Elaine Wolff </FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px; text-indent:4%"><FONT STYLE="font-family:Times New Roman" SIZE="2">&nbsp;&nbsp;&nbsp;&nbsp;Jenner&nbsp;&amp; Block LLP </FONT></P>
 <p STYLE="margin-top:0px;margin-bottom:0px"><FONT SIZE="1">&nbsp;</FONT></P> <P STYLE="margin-top:0px;margin-bottom:0px" ALIGN="center"><FONT STYLE="font-family:Times New Roman" SIZE="2">4 </FONT></P>

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