HOLIDAY 2020 THE ART AND BUSINESS OF BAKING

BAKE, FREEZE , AND THAW Smart Strategies, Tools, and Tips for Making the Most of the Holiday Rush

CITRUS, SPICE, AND ALL THINGS NICE Creating a Holiday Menu that Celebrates the Season

TRADITIONS TRANSFORMED Balancing Trend & Tradition for Consumers Who Want Both

Home for the Holidays Traditional Tastes and Recipes Take on New Meaning in 2020 TABLE OF SIMPLIFY YOUR CONTENTS holiday season

Find more advice In The Mix: Q&A and inspiration for your bakery at The Balance Between Dawnfoods.com Trends and Tradition

IN EVERY ISSUE 4 Family Recipe 2020 Taught Us What Matters Most NEW Dawn Foods CEO Carrie Jones-Barber says Save time, 5 Home for the Holidays Save time and drive more profits Turn up the Flavors Consumers are Craving with Dawn, your premier bakery partner. order online! 24/7 6 In the Mix • Drive impulse purchases with in-store signage & gift tag stickers shop.dawnfoods.com Baker Spotlight & Trendspotting • Promote your offerings on social media with our customizable, downloadable social assets 13 5 Steps To ... • Get inspired with holiday ideas, recipes and tips to keep Creating a Holiday Menu That Will Drive Business in 2021 customers coming back Back Cover 1 Mix - 3 Ways A Return to Holiday Bakery Traditions Dawn Exceptional® R&H® Fudgey Brownie Mix

Cover & Above: Conway Photography; Right: iStock Right: Photography; Conway Above: Cover & After nearly a year of uncertainty, many people are eager to Start ordering online today at shop.dawnfoods.com experience some of the familiar, uplifting aspects of the season. © 2020 Dawn Food Products, Inc. 8 2 BATTER UP | Holiday 2020 DawnFoods.com 3 FAMILY BY THE RECIPE batter up NUMBERS VOLUME 5, ISSUE 4 Home for the Holidays: Holiday 2020

DAWN FOODS ADVISORY BOARD Turn up the flavors consumers are craving Chief Executive Officer Carrie Jones-Barber Here’s a first hand look at the flavors that are trending toward Vice President, Global Communications & Corporate Branding the top of the charts for the 2020 holiday season. Jonathan Aplin

Senior Manager, Brand & Digital Marketing Keely Siciliano

Social Media & Digital Content Specialist Craving Cookies Spice it Up Lauren Howard One of the top flavor trends this holiday season Warm wintery spices are also popular Graphic Designer Carolyn Lange is anything cookie. This nostalgic throw back this season with cinnamon, nutmeg, Senior Applications Chef means that cookie crumbles, clove, ginger, and cocoa finding their way Melissa Trimmer cream cookie inclusions, and gingerbread into cakes, donuts, cookies and more. Assistant Applications Chef decorations will catch the eyes of your According to recent seasonal research from Danielle Burgett customers. According to recent research Datassentials, Pumpkin Spice, Cinnamon, 2020 Taught Us What Matters Most. from Datassentials, cookies are most often Ginger and Gingerbread are among the menued in the fall and winter with frosted top indexing flavors for fall and winter with cookies indexing three and a half Gingerbread indexing nine times more To say 2020 has been an interesting and challenging year is an Batter Up is the ultimate business resource for times more than other seasonal flavors than other seasonal flavors in the understatement. This year has taught us that bakeries, like most small artisanal bakers, featuring actionable advice for and flavors like red velvet, double chocolate and donut category. businesses, are agile and can adapt to changing business environments. meeting the bottom line, inspiring ideas for wowing customers and guidance on harnessing the latest gingerbread showing up in the top five flavors for This year has also taught us that people, no matter where they are in trends in the bakery industry. Issued quarterly and fall and winter. M&M’s even announced their holiday the world, cling to home, family, and trusted traditions. From the foods hand-delivered to readers, the magazine is a Dawn Foods publication produced by Dawn Foods, 3333 flavor as Sugar Cookie, and Coffee- that are trending this year, to the anecdotal stories I’ve heard firsthand Sargent Rd., Jackson, MI 49201; 1-800-248-1144. Mate unveiled its seasonal line up for 2020 to from customers and from my fellow Team Members at Dawn, one thing All rights reserved. © 2020 include Cookies ‘N Cocoa.

is true – home is where our hearts are. Dawn Foods Global bakery manufacturer and In this issue of Batter Up, we focus on translating those beloved ingredients supplier Dawn Foods has established itself as the premier bakery service provider, traditions into business growth. We share recipes that celebrate the past inspiring bakery success every day. Committed to and put new twists on family favorites. We dive into the tastes and dishes delighting its customers around the world, Dawn Foods delivers the partnership, insights, innovations, that are trending in 2020 so you can create recipes that leverage what products and bakery expertise that empowers people are loving right now. them to achieve their aspirations. Headquartered True to Tradition in Jackson, Michigan, Dawn Foods partners with And speaking of foods people are loving right now, donuts – which is more than 40,000 artisanal and retail bakers, food The perennial favorites are also big in 2020, how Dawn got its start in 1920 – are at the top of takeout and delivery service leaders and manufacturers located in more with candy cane, chocolate, peppermint, apple, than 100 countries and has 4,000 Team Members orders for consumers. We look at how bakeries like yours can modernize globally. For 100 years, Dawn Foods has been a Nuts About Nuts and pumpkin still ranking among consumer donut offerings to improve sales, showcase your talent, stand apart from trusted advisor to its customers, helping drive their There’s no shortage in nut options this favorites. Candy cane and peppermint rank in business forward. For more information about the top five flavors for fall and winter with the competition, and increase profitability – all critical success factors for the company, its products and culture, please visit season. ’ seasonal line up includes our industry right now. www.dawnfoods.com several holiday drinks that celebrate nutty Candy Cane indexing 10 times or more in donuts than other wintery At Dawn, we understand the challenges you’ve faced this year. From flavors, like Chestnut Praline, Toffee Nut, flavors and peppermint patty surviving mandatory closings and reduced operations to shifting business and Honey and Almond lattes. Nuts are indexing models, bakeries are proving they can and will carry on. Our vision is to extremely versatile and can be used as an seven and a inclusion or as a sophisticated decoration. In Inspire Bakery Success Every Day, which means our relationships with half times more in fact, flavors like Chocolate Almond indexed seasonal desserts according our customers are true partnerships. We are invested in your future and seven and a half times more to Datassentials. inspired to help you achieve the aspirations you have for your business. than other flavors for seasonal desserts I wish you a successful end to 2020 and hope you take time to enjoy the during the winter months. holiday season, reflect on what means the most to each of us, and celebrate the traditions that carry us through

Sincerely,

To learn more about 3333 Sargent Road navigating the new Jackson, MI 49201 normal, visit Carrie Jones-Barber DawnFoods.com/ CEO Covid-19 www.today.com/food/m-ms-just-announced-its-2020-holiday-flavor-t186840 www.delish.com/food-news/a32983394/coffeemate-holiday-flavors-2020/ www.countdowntoredcups.com/menu/ * Datassential Seasonality Study

4 BATTER UP | Holiday 2020 Images provided by freepik.com DawnFoods.com 5 IN Learn more about THE MIX the latest trends here: dawnfoods.com/ BAKER SPOTLIGHT TRENDSPOTTING trends THE BALANCE BETWEEN IN 2020, TRADITIONS TAKE RING IN THE Trends and Tradition ON NEW MEANING: HOLIDAYS WITH While consumers are craving traditional favorites that take them back to their Bethel Bakery Gourmet childhood, it doesn’t mean you should forgo the trends. Creating a balance of trends and tradition is key to satisfying all your consumers. Bethel Bakery’s Customers Embrace A Lasting Partnership How can you find the balance between trendy and traditional? We asked Family Favorites and Look Toward Another tradition Bethel Bakery contin- Donuts Dawn’s Application Chef, Melissa Trimmer, CEPC, for tips on mixing the two. the Futures ues to embrace is its generations-long rela- It’s no secret that consumers are craving tionship with Dawn Foods. It’s a smart mix the tastes and traditions of days past. Recent of products like cake and brownie mixes; The holiday season is the perfect time for research shows that comfort foods like donuts, fillings, inclusions, and glazes; candies and celebrations and indulgence. From cham- Q: What’s the importance of incorporating trends in my bakery? Q: What traditional favorites should I fried chicken, and macaroni and cheese are decorations, and other must-have items pagne toasts to decadent desserts, people A: Trendy products often bring new customers in the door and can be include in my bakery case? trending. like bakery supplies, combined with expert are focused on making moments that they’ll exciting for long-time customers who want to try something new. It’s A: Donuts are a tried and true winner and an easy way to One of Pittsburgh’s favorite family bakeries support and advice from Dawn’s trusted remember well into the New Year. With 2020 helpful to have a nice mix of perennial favorites along with trendy, create trendy items out of a perennial favorite. Chocolate and Dawn Foods customer, Bethel Bakery, isn’t team of Technical Service Reps. “The and all the uncertainty it has brought to the seasonal items so your case always feels fresh, inviting and interesting. cake is another staple and is still the most popular cake surprised by this turn toward tradition. They’ve Dawn technical team helps us determine lives of everyone around the world, there is Additionally, always try to have something “instagramable” in the flavor in the US, making it a “must” for any bakery case. always offered customers a smart mix of new how to best use a product or tweak some- an added desire to embrace the traditions we products along with timeless favorites, and the thing so that it performs how we need it to,” front of your shop; #eatertainment is the newest trend focusing on the Cupcakes, cookies, brownies and morning buns are good love and the nostalgia of childhood and home. pandemic has shown them that when people John says. experiential, sharable aspect to the foods we know and love. ideas as well. But, if you run a cupcake shop, don’t feel crave comfort, that means the tastes they know Bethel Bakery will continue to use this One recent trend that brings the best of all obligated to have every classic baked good in your case. and love. strategy – focusing on favorites – to help Q: How can I turn traditional favorites into trendy desserts? Doing a few things really well is often better than doing “During the lockdown, our customers them end 2020 on a high note. The bakery’s these together is Gourmet Donuts. Gourmet A: Traditional favorites like cinnamon rolls, cookies, everything not as well. wanted items made with our famous butter- New Years treat – the New Years pretzel – Donuts differentiate your offering from the competition, driving higher sales and profits brownies and the like, appeal to nostalgia, resulting in customers cream,” said John Walsh, second-generation is a Pittsburgh tradition, and one that the owner of Bethel Bakery. “It’s a long-standing Bethel Bakery is known for. “We believe without sacrificing the unique tastes and wow being more open to indulge, even if they lead healthier lifestyles. Don’t recipe that takes two days to make, and we use that this year, the New Years Pretzel will factor consumers want this time of year. stop there, though—you can add that nostalgic feel through creative it in lots of items like donuts, cakes, cupcakes take on special significance,” added John. applications as well. Think items like orange creamsicle cake popsicles, and individual desserts.” Breakfast items have What are Gourmet Donuts? Gourmet Donuts cups or a chocolate coconut donut. Think of your recently been the most popular. go beyond the traditional favorites like glazed favorite nostalgic food memory and then think of another bakery item- “During quarantine, instead of and Long Johns. They celebrate the recipes and combine the two! This is a classic example of Mashup Adventure, experimenting with new things, and holiday traditions people love by taking we decided to streamline and a trend that shows no signs of slowing down. these tastes and turning them into something focus on what we know we do unexpected - a donut. Think pumpkin praline, best,” he added. This decision paid off. Business remained champagne truffle, orange ginger, or hazelnut steady and customers cheesecake. continually showed up for the buttercream-topped Gourmet Donuts not only improve the baked goods. originality of your assortment, they entice customers all day long, justify a higher price point, and showcase the creativity and skill of your team. Customers will want to ring in the season and keep coming back in 2021 if you make these trendy treats part of your holiday planning.

6 BATTER UP | Holiday 2020 DawnFoods.com 7 When the freezing process is handled Choose Items that Freeze Well Seal Items Effectively Streamline Holiday Bakery correctly, storing partially or fully finished baked Some fully baked goods perform better than Baked goods that will be frozen longer than 10 goods to defrost and sell at a later date can greatly others in subzero temperatures. Cakes and days should be put in airtight containers to keep Operations with Smart benefit bakery operations. It helps spread out pies, for instance, freeze and thaw better than them from drying out. bakers’ workload, reduces the number of sensi- Danishes with a flaky, crispy texture, according “All freezers are dehumidifiers,” Troop says. If Freezing and Thawing tive components that need to be managed in the to Dan Troop, technical sales representative at donuts are placed in a bag that’s not completely kitchen at once and often prevents waste. These Dawn Foods. sealed, then boxed and placed in the freezer, “that benefits are particularly valuable during the holi- “A freezer can be a baker's best friend,” Troop freezer will pull the moisture right through that day season, when many bakeries see the highest says. “When [it starts to] pull moisture out of box and bag because it's not sealed,” he says. number of orders and potential for profit, and the product, it's now in the air. A product like a efficiency is at a premium. Bakers can work ahead cake will immediately start to pick up that mois- Choose the Best Chilling Method for this fall and won’t have to worry about making all ture and actually become [moister]. If I put a Bakery Operations their holiday offerings during the weeks around sheet cake in the freezer on Monday and pull Keeping frozen products at a consistent -10 Christmas and New Year’s. it out Friday, it's going to be a better, [moister] degrees Fahrenheit is key to maintain their A number of things, however, can go wrong cake than [a] sheet cake [I just baked] Friday integrity. during the freezing process—possibly result- morning.” Most smaller bakeries can do this effectively ing in lost time and ingredients, inferior bakery Baked goods like donuts can be a bit trickier with static freezing: Items are placed in a box products and other costly outcomes. To avoid to work with in freezing temperatures—partic- that’s put into a case. The case is sealed and frustrating errors and delays, follow these five ularly if they’ve been iced, according to Troop. stacked onto a pallet that’s put in a standard tips. However, an unglazed, icing-free ring donut can freezer. be frozen, he says. The key is to ensure it stays Larger bakeries with multiple locations, frozen until you’re ready to defrost it completely. wholesale operations and baked goods manu- That can be hard if you’re transferring frozen facturers are more likely to benefit from tunnel donuts from one place to another, such as a freezing, a process that involves nitrogen or temperature-controlled truck to a bakery freezer. carbon dioxide. The key is to minimize the amount of time “[In] a tunnel freezer, you put [something] in the donuts are out of a freezing environment as one end, and a minute and a half later, it comes much as possible. “You can’t [let a box sit for] 45 out the other end -10 on the inside,” Troop says. minutes,” Troop says. “Because it starts to defrost like [a] bag of peas; and when you [then] put it in Invest in a Temperature-Gauging Tool the holding freezer, it freezes again. It really gets Though freezers have settings, using a certified to be a problem.” and calibrated thermometer provides precision, When donuts that have been frozen correctly ensuring bakeries are storing frozen items at the are ready for use, they can be removed and placed necessary temperature. in the oven for about a minute to prepare them “Do a weekly check,” Troop says. “Make sure for a coating. when the freezer says it's -10, it's really not 32.” “Get the surface oils hot,” Troop says. “Run it underneath the glaze, and you've got a perfect Seek Thawing Guidance from glazed donut. That works out just splendid. But Suppliers I couldn't glaze the donut, then freeze it and Different products require different defrosting bring it out [to defrost it] because you could get methods to ensure when they’re thawed, they sweating.” have the right texture and consistency. One way to ensure success with products like “Find out from the supplier if an item should donuts is to use mixes and bases that are both be defrosted slowly, through refrigeration over- freeze- and thaw-stable. Dawn’s Extended Shelf night, over a period of a couple days—or if it can Life Donut Mix is made with advanced enzyme be thawed at room temperature overnight for the technology that helps trap moisture in baked next day of production,” Troop says. goods, giving them a fresher appearance and From mixes and bases to fillings, icings and ensuring they last longer. glazes, discover how Dawn bakery products can help your business save time, ensure consistency and maximize efficiency this holiday season and beyond.

8 BATTER UP | Holiday 2020 DawnFoods.com 9 After nearly a year of uncertainty, many people In recent years, Manderfield desserts that are are eager to experience some of the familiar, made with family recipes, such as the fruitcake, A Return to Holiday Bakery uplifting aspects of the season, including the clas- Grandma’s pumpkin torte and angel food cake, sic cakes, cookies and other baked goods that have drawn interest from many consumers, have been part of their holiday celebrations for including millennials, according to Manderfield. years. “The younger generations are getting to be Manderfield’s Home Bakery, which has more intrigued about the past,” he says. “And three Wisconsin locations, offers butter cook- when they come into the store and see [we sell] ies, German stollen and other popular holiday something old-fashioned, it resonates well with items. This year, the bakery has taken the neces- them.” sary safety precautions amid COVID, but it’s still going to decorate its space with the usual Add a Twist to Seasonal Limited-Time giant snowflakes, play Christmas music and Offerings Traditions include other ambiance elements that help attract Marketing seasonal items as limited-time customers, according to Doug Manderfield, who’s offerings can help build interest in and demand in charge of public relations and marketing for for them. the bakery. Palmer’s Sweetery and Café in Maplewood, “People will still want their comfort foods,” New Jersey, began offering sufganiyot—round In the wake of the COVID-19 Manderfield says. “We follow all the safety jelly donuts customarily enjoyed during Hanuk- precautions that have been suggested by the kah—in 2017, according to co-owner and pastry pandemic, local legislation CDC; that's behind the scenes. I want the bakery chef Kia Palmer, who says not being able to get to feel like a place that’s as normal and happy as the items year-round makes them more special. and guidelines around possible throughout the holidays.” The bakery packs its yeast donuts with rasp- Ambiance is just one element that can enhance berry jelly, a traditional sufganiyot center, as well social distancing and other the holiday experience. Whether bakeries sell as more unique fillings, including cranberry-or- safety precautions mean the specialties like Christmas cookie cups, Rosca ange compote and apple butter. de Reyes, gingerbread donuts or other holiday “We’re not a traditional Jewish or kosher winter holidays will feel a desserts, they can evoke fond memories for bakery; we had donuts on our menu, so we customers—and see the peak sales they typically thought: Why not do something that’s a tradi- little different this year. expect this time of year—in the following ways. tional dessert for the holiday and would allow us to be inclusive?,” Palmer says. “Although we do Highlight Baked Goods’ Origins donuts every Sunday, they’re not always specially Emphasizing that baked goods are prepared stuffed; there’s some novelty to it, which makes with a personal touch and a little history may people excited.” strike a chord with customers seeking traditional items.

10 BATTER UP | Holiday 2020 Designer Desserts, Indiana DawnFoods.com 11 5 STEPS Offer Single-Serving Bakery Items “For New Year’s Eve, a lot of people TO ... Bakeries are seeing greater demand for individual servings and prepackaged items. Consumers may want to pick up a few small [used to] go out to restaurants or single-serve items for their family. Or, they may be looking for group desserts that are easier to share safely than full cakes or pies. other venues... I think there will Manderfield’s is looking into individually bagging its classic angel, Santa and other iced cutout cookies, which are typically the busi- be more at-home parties so people ness’s biggest winter holiday sellers. The bakery may also expand its will probably buy a little more CREATING A HOLIDAY portable one-serving offerings. “People really like cute novelty things like cake pops—and there [than usual for their families].” are a lot of different things you can do with [them],” Manderfield — Vanessa Ryan, General Manager, Designer Desserts, MENU THAT WILL DRIVE says. “We’ve made little Rice Krispies [treats] on sticks in differ- ent Christmas shapes dipped in chocolate. They’re individually Valparaiso & Schererville, IN packaged.” BUSINESS IN 2021 Honor Home Baking Traditions Preparing holiday meals and treats as a family is an annual tradi- Holiday planning is about more than what you sell in the tion in many households. Just as making sourdough, banana bread final months of the year. How you shape your menu and your and other baked goods was an explosive trend this past spring when marketing sets the tone for the New Year and beyond. Be sure many people were sheltering in place, we may see another wave of home baking around the holidays as people look for meaningful you’re crafting a menu that brings people into your bakery and activities to enjoy at home. makes them eager for all you’ll offer in 2021. This season, Palmer is considering expanding her bakery’s selec- tion of “we make, you bake” items, which include unbaked scones, biscuits and pie dough that customers can bring home to prepare. “We’re giving them the opportunity to let us do the heavy lift- ing—the mixing, rolling and cutting,” she says. “It allows you to put the finishing touches on so it’s warm on the table for your family.” Sprinkle in Celebrate Go Sell All Do Help Augment At-Home Celebrations the Spices Citrus Gourmet Sizes Digital During the holidays, Indiana-based Designer Desserts serves a The holidays People often Everyone loves Most bakeries To help number of seasonally inspired cupcakes, including its white choc- are the perfect think of citrus donuts, but made consumers olate peppermint Sleigh Ride, an eggnog variety and a New Year’s time of year to as a summer not many may adaptations to feel as safe play with spices. flavor, but in think of them their packaging as possible as Eve-themed Bubbly Champagne cupcake made with champagne-in- From traditional reality, citrus as a gourmet and serving they support fused batter and frosting. favorites like cinnamon tastes best and is in dessert. With the latest sizes to respond to your business, be sure Although holiday parties and gatherings won’t happen at the same and nutmeg to peak season in winter. Gourmet Donut trend, COVID protocols. Keep to update your website scale as they have in years past, Designer Desserts still plans to make unexpected inclusions Bright lemon and your customers will those coming this with your holiday menu. and promote many of the themed offerings it has previously sold for like cardamom and chili, lime, or blood orange want donuts for their holiday season. From This will ensure online these events, according to General Manager Vanessa Ryan. Custom- the winter months are and mandarin are the holiday parties and single serving sized shopping and ordering, ers seem to still be having celebrations, she says; they’re just smaller. ideal for the warming perfect compliments all yearlong. Gourmet treats to smaller cakes driving more sales and In fact, certain holiday traditions that were previously celebrated quality spices bring to to the deep Donuts bring together baked for parties with giving customers one outside the home are being moved into backyards and living rooms, nearly any baked good. and nut flavors often trend and tradition by fewer attendees, be more option for getting which could present a new opportunity for bakeries as people look And, they’re versatile associated with the taking favorite desserts sure to offer customers what they need this to buy more celebratory desserts for these events. “For New Year’s enough to work in holidays. And candied and translating them into an assortment that can season. everything from cookies zest makes the perfect a donut. Who wouldn’t meet everyone’s needs Eve, a lot of people [used to] go out to restaurants or other venues,” and muffins to donuts, handmade finish to want a Cream Cheese this season. Ryan says. “I think there will be more at-home parties so people will cupcakes, and more. elevated desserts. Truffle Donut or Black probably buy a little more [than usual for their families].” Forest Cherry Bismark? Though the pandemic has placed a major strain on bakeries, this It’s definitely not your holiday season presents a significant sales opportunity for those typical everyday donut! that can help consumers find comfort, celebrate traditions and make the season extra special with delicious desserts. From sophisticated cranberry Bundt cake to show-stop- ping New Year’s Eve cupcakes, discover Dawn's wide range of recipes to inspire your bakery menu this holiday season.

12 BATTER UP | Holiday 2020 DawnFoods.com 13 14 BATTER UP|Holiday 2020 MIX ITUP Cool. For MintFrosting combineDawnExceptional into bakingsheets. Bake at360°Ffor22-25minutes. Prepare BrownieMixaccordingtobagdirections. Pour CHOCOLATE MINTBROWNIES into icing, sprinklewithbaconbitsandletsetup. Once donutshavecooled, warm donuticinganddiptops minutes untilbatterspringsbacklightlywhentouched. Deposit 1.5ozintoeachcavity. Bake at350°Froughly13 low speed. Spray donutbakingpanwithnon-stickspray. mixer fittedwiththepaddleattachment. Mixfor2minon eggs, vegetableoilandwater inthebowlofastand Place browniemix, cake flour, bakingpowder, whole BAKED BROWNIECAKEDONUTS brownies, placeinacoolerovernight. marshmallows. Spreadpreparedmixtureovercooled melted. Mixinsaltedwholeroastedpeanutsandmini over rubychocolate. Mixuntilchocolateiscompletely heavy creaminapanandbringtoboil, pourhotcream instructions. Bake untilsetandcoolcompletely. Place Prepare browniemixaccordingtomanufacturer RUBY ROCKYROAD BROWNIES Exceptional infused andfilledwithinclusionsDawn From traditional fudgeyfavoritestoflavor Spread ‘N Gloss™ChocolateIcingoverchilledbrownies. sheets. Placesheetsinfreezeruntilchilled. Pour warm coloring. Spreadanevenlayeroffrostingoverbrownie White ButtercremeStyleIcing, mintflavoringandgreen pancakes andmor inspired dessertslikedonuts, truffles, can beusedtocreate avariety ofbrownie 3 WAYS 1 MIX- ® R&H ® e! Fudgey Brownie Mix FudgeyBrownie Mix

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