In 1940, Don Lloyd established a holiday tradition that has endured for more than eight decades—the Associated Food Stores Stollen Party. This cherished event began during AFS’ first Christmas to show appreciation to the vendors who supported the fledgling company. Today, it is an annual reminder of loyalty, partnership, and gratitude to the hundreds of vendors that support the company and its member owners.
This year’s Stollen Party took place on Friday, December 6 with hundreds of vendors gathering at AFS headquarters in Salt Lake City. President and CEO David Rice, along with other executives and team members, personally greeted attendees, continuing the time-honored practice of expressing gratitude for their support and contributions to AFS’ ongoing success.
The early days of AFS were fraught with challenges, as larger organizations pressured vendors to avoid doing business with the young cooperative. Despite the risks, many vendors chose to stand by AFS, displaying remarkable loyalty that laid the foundation for the thriving organization it has become. Their support has been instrumental in AFS growing into a company that now serves over 450 independent retailers across nine western states, generating more than $2 billion in annual revenue.
A central feature of the celebration is the stollen, a traditional German holiday bread symbolizing gratitude. Each vendor will receive a stollen handcrafted by the AFS bakery team at Dick’s Market in Bountiful. This dense, fruit-filled bread requires a meticulous two-day process to create, reflecting the care and attention AFS dedicates to this cherished tradition. Originating in Dresden, Germany, where it was first recorded in 1474, the stollen has been part of the Stollen Party since its inception.
The Stollen Party is a reminder of the partnerships and friendships that have been essential to AFS’ journey from its humble beginnings. It is also a celebration of the values and relationships that continue to drive the company forward.
For those curious about the artistry involved in preparing the stollen, a behind-the-scenes video is available here, showcasing the dedication and skill of the AFS bakery team. This glimpse into the process highlights the craftsmanship and spirit of giving that make the Stollen Party a unique and heartfelt tradition.