When the temperature rises or the celebrations begin, ice cream sales go up all over the country-Summer party, Winter holiday gatherings, or the daily demanding hunger consumers have for that deliciously cool delight. Whether it's served to mark a special occasion or to ease a blue mood, the ice cream must be perfect every time.

Given the challenges this perishable product presents, special care and handling are needed in the distribution process. Temperature sensitivity, altitude considerations, and expiration requirements all add to a logistical mix that must be closely monitored. From the minute it's made until the moment it's consumed, the texture and taste are vulnerable to environmental surroundings. Along the way, the route distribution mechanisms are crucial to both the quality of the product and the quantity needed on the grocers' shelves.

The national company, which markets the same product in the East and Midwest as Edy's and on the West coast as Dreyer's, was an early user of automated route accounting systems and has upgraded four times as business expanded. The company started using mobile computing systems in 1987, using one of the first route accounting hardware and software systems from the Norand Mobile Systems Division of Intermec Technologies Corporation. The system featured Norand model 121 terminals with 512K of memory, a significant amount back then. Those units were upgraded to Norand 141s and eventually Norand 4500s due to the increasing company growth and the need for more memory. Since 1998, the company has used the powerful Norand PEN*KEY 6200 and 6210 on its 900 routes.

"During each re-evaluation process, we decided to stay with Norand Mobile Systems," states Tony Kemper, sales systems analyst for Edy's. "They have always provided reliable hardware and phenomenal software service. The rugged hardware holds up in extreme environments, such as Phoenix, Arizona, where the units go from a frozen 20 degrees below freezing to the outside air of 100 degrees. And the customized software solutions have enhanced time management and have allowed us to utilize our trucks more efficiently."

Edy's and Dreyer's has deployed its mobile computing system for both conventional route distribution and presale activities, with presale being the newly dominant choice. Conventional route distribution, making up 20% of the routes overall, still has one salesperson keying in the order, picking product from the truck, and completing delivery. A more integrated presale operation involves 80% of the routes and utilizes networks via Ethernet LAN and WAN technologies.

In the presale environment, an agent places the order one to three days in advance via phone line to the host computer, which supports the warehouse distribution. The product in the warehouse is picked and confirmed, while updated information is sent via phone line to the delivery agent. The delivery agent then delivers the product and does some stocking. The final merchandiser-a third party-may then enter the picture and concentrate on the product's store presentation. Sales are uploaded during the day, and inventory and distribution reports are issued with a few keystrokes.

The Norand 6200s and 6210s facilitate more direct communication between the salesperson, drivers, warehouse managers, and customers. "We're able to make good decisions about the routes," states Kemper. "Mobile computing helps us determine if a driver has enough product for the route and is generating enough to be profitable."

According to Kemper, the company's next move will be to the Norand 6210E series, which incorporates extended Ethernet capabilities, all in an effort to keep up with the growing demand for its products.

The company's founders, William Dreyer and Joseph Edy from the San Francisco Bay area, saw the impact their ice cream had on the psyche of the consumer. During the onset of the depression, they created a marshmallow/nut-flavored ice cream and subsequently named it Rocky Road as a calming reaction to the "Black Thursday" jitters. While lives were in disarray, the demand for today's best selling flavor was surprisingly strong. Rocky Road ice cream reflected a simple pleasure and offered a positive release. The country wanted and needed the product, and it was then that an elaborate distribution system began. Today, with a sophisticated and reliable route accounting system, the ice cream company has taken all the bumps out of delivering the Rocky Road.

Contact Intermec Technologies (Norand) at 800-347-2636, email them at info@intermec.com, or visit them on the Web at www.intermec.com