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Operator
Welcome to the TreeHouse Foods Investor Relations first quarter earnings call for 2011. This call is being recorded. At this time I will turn the call over to TreeHouse Foods for the reading of the Safe Harbor Statement.
P.I. Aquino - Investor Relations
Good morning. This conference call may contain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995.
Forward-looking statements include all statements that do not relate solely to historical or current facts and can generally be identified by the use of words such as guidance, may, should, could, expects, speaks to, anticipates, plans, believes, estimates, intends, predicts, projects, potential, or continue or the negative of such terms and other comparable terminology.
These statements are only predictions. The outcome of the events described in these forward-looking statements is subject to known and unknown risks, uncertainties, and other factors that may cause the Company or its industry's actual results, levels of activity, performance, or achievements to be materially different from any future results, levels of activity, performance, or achievement expressed or implied by these forward-looking statements.
TreeHouse's Form 10-K for the period ending December 31, 2010 discusses some of the factors that could contribute to these differences. You are cautioned not to unduly rely on such forward-looking statements which speak only as of the date made when evaluating the information presented during this conference call.
The Company expressly disclaims any obligation or undertaking to disseminate any updates or revisions to any forward-looking statements contained herein to reflect any change in its expectations with regard thereto or any other change in events, conditions, or circumstances on which any statement is based.
At this time I would like to turn the call over to the Chairman and Chief Executive Officer of TreeHouse Foods, Mr. Sam K. Reed.
Sam Reed - Chairman and CEO
Thank you, P.I. Good morning all and welcome back to our TreeHouse. Our first quarter results are in and with the single exception of an isolated operating challenge, we are off to a great start to what should be an excellent year of top line growth, bottom line expansion, and strategic progress.
Our challenge is freight, our opportunity, growth. Allow me to elaborate. Our new retail grocery go-to-market strategy has generated extraordinary first quarter results. Core private label unit sales increased 4.3% on a pro forma basis, inclusive of acquisitions.
Our grocery portfolio posted strong top line growth in star categories, whether from legacy Bay Valley, E.D. Smith, Sturm Foods, or ST Specialty. Our portfolio strategy, now in the hands of a united Bay Valley, E.D. Smith, Sturm, ST sales force, has generated new opportunities for growth in both established grocery channels and alternative retail formats.
The big wins program which tracks customer authorizations for new products and expanded distribution is expected to generate top line retail sales growth well in excess of our original projections. There will be more on this new business pipeline from David shortly. Suffice it to say at this early juncture, we expect 2011 to witness a significant improvement in the trajectory of our private label grocery sales growth.
Operating cash flow, adjusted EBITDA, increased 28% to $71 million as all three SEC business segments reported gains in direct operating income margins. Our portfolio strategy continues to evolve product mix toward a higher growth, higher margin categories and away from marginal, non-strategic businesses.
Both Sturm and ST posted double digit growth as powdered beverages, hot cereals, and dry dinners from these recent acquisitions boosted both volume and margins. Our legacy private label business also posted strong gains -- soup, pickles, salad dressings -- as well as Canada. Mix and margins will benefit later in the year from both the big wins program and capital investment in growth categories including salsa, salad dressing, mac-and-cheese, refrigerated pickles, and aseptic sauces.
Reported first quarter earnings were held in check by a sudden and sharp rise in the cost of diesel fuel as well as the startup costs of a new IT platform. In combination, the two factors reduced first quarter operating margins by 150 basis points. Of the two, great variances are an operational issue that can and must be urgently addressed via pass through pricing of higher diesel fuel costs and optimization of our newly expanded distribution network that now includes Sturm and ST Specialty.
In contrast, the startup costs of our new IT platform are actually an investment in future growth and profits. By year's end, all of our USA based sales, marketing, distribution, and billing operations will be united in a single comprehensive database. With this development, our go-to-market capabilities will be transformed in their entirety from those of a loose confederation of acquired product lines into a cohesive union of category based customer and channel focused sales and marketing teams.
While not immediately apparent from the headlines, the real story below the fold is that our first quarter was one of top line growth and strategic progress coupled with a need to fix one important but tactical operating challenge. The first quarter's top line growth is only matched by our private label prospects for the remainder of 2011. Our outlook for the year is fundamentally unchanged. While we face new challenges, they are dwarfed by the actionable opportunities immediately before us.
Turning to our outlook for the next 18 to 24 months we see a marked acceleration in commodity and energy inflation. The underlying macroeconomic factors include the rapid recovery of the Chinese and Indian economies, political turmoil in the Mideast, unintended consequences of biofuels policy, and a weakened U.S. dollar which both aids exports and abets oil prices.
Unlike the bubble and burst sequence of three years ago, our long term view is that this time around, input inflation is structural not cyclical and therefore, far more likely to persist.
We now forecast TreeHouse costs for agricultural commodities, other ingredients, packaging, and energy to increase $160 million this year before hedges and procurement savings. In comparison to our February guidance we now expect another $50 million in input inflation, a 45% increase above our original estimate. While the second wave is concentrated in energy and its effects on transportation and packaging, there is also a significant effect on secondary crops whose traditional acreage has been converted to export grains, oil seeds, and textiles.
We are well positioned, thanks to forward hedges and procurement programs, to withstand the shocks of higher input costs. While we cannot divulge details of our forward positions, we are well covered through the end of this year and fully engaged in planning 2012. Our procurement programs are also complimented by productivity measures targeted at the middle of the P&L in both manufacturing and distribution.
Most important to pricing is our tried and true approach to fact-based selling by which we enlist our customers as partners rather than adversaries in a shared focus on eliminating supply chain inefficiencies and in turn, passing those savings along to consumers. As the economy has cycled between recession and recovery it has been this program of fact-based selling that has allowed us to maintain private label grocery margins through thick and thin.
I will return later with a strategic perspective on TreeHouse and the challenges and opportunities that we will encounter over the foreseeable future but first, here are David and Dennis with their analyses of the quarter and insights on the year ahead. David?
David Vermylen - President and COO
Thank you Sam and good morning. As Sam pointed out, the food industry is heading into a period of input cost inflation that will likely be more enduring than the speculation driven cost inflation we experienced three years ago but it's just not gas and food prices that are taking off. For example, the cost of cotton has tripled and that is driving up clothing costs for the first time in years. The consumer's wallet or pocketbook is going to be severely pressured as we move through 2011. That pressure should benefit store brands even more so than it did in 2008. While unemployment is slowly declining, pressure on the pocket is increasing.
We are beginning to see an uptick in private label sales among the 90 plus categories we track. In measured channels, private label dollar sales were up between 4% and 5% in the most recent eight weeks versus being essentially flat in 2010.
Let me first cover our overall business results and then I'll circle back on how we are dealing with the rise in input costs. I am very encouraged by our first quarter results especially as they relate to our core, North American retail grocery business.
Let me cover the performance of the total business and then I will focus in on retail. Total company revenue was up 24.3%, primarily due to acquisitions. Non-acquisition revenue was up only 1% as we exited the branded infant feeding business along with unprofitable contract packing business. Total company operating income was up 43% and direct operating margins increased by 220 basis points despite increasing input costs, especially freight.
Let me focus in on North American retail grocery. Total revenue including acquisitions was up 35% with direct operating income margin up 240 basis points. Organic revenue excluding acquisitions and branded infant feeding was up 4%. This growth was volume driven.
Leading this organic growth was our soup business with volume up 7%. That's excellent growth considering that Easter has a positive influence on year ago numbers and not this year. This growth was generated by a modest tempering of competitive activity plus the volume generated from last year's big wins.
Pickles, jams and jellies, salad dressing, and pie fillings were also all above a year ago while non-dairy creamer and salsa saw some softness. Both Sturm and ST Specialty Foods had outstanding quarters when measured on a pro forma basis. Combined revenue from the two acquisitions was up over 10% led by growth in hot cereal, beverages, and macaroni and cheese.
When you look at total North American retail grocery, that is our legacy business plus Sturm and ST on a pro forma basis, Q1 revenue was up 4.5% and volume up 4.3%. This is nicely above our long term goal of plus 2% to 3%. This growth is being generated by new business flowing from last year's big wins.
The good news for us is that the big wins keep on coming. As a Company, since the first of the year we have recorded over $85 million in annualized big wins with the majority of first ship dates in the second and third quarters. We are still working on additional new business that will affect us this year and I am confident that we can hit $100 million annualized threshold.
Almost 80% of those big wins are in North American retail grocery where we have recorded big wins in beverages, macaroni and cheese, soup, salad dressing, and pickles. It's important to us that we are getting these wins by leveraging our total Company customer penetration in both the U.S. and Canada. For example, in Canada we will soon have leading private label share positions in hot cereals and pickles where we had little business just a year ago.
Our legacy food-away-from-home business had a 2.8% revenue decline as we exited unprofitable processed pickle business with a large national account. Exiting this business was behind the announced closing of our Springfield, Missouri pickle plant. More than offsetting that revenue decline is a very large refrigerated pickle big win with an early July first ship date. Despite the modest revenue decline, food-away-from-home operating income margin was up 160 basis points due to productivity gains and exiting unprofitable business.
Our legacy industrial and export business had a revenue increase of 3%. Including acquisitions, revenue was up 6% and direct operating income was up 70 basis points.
Let me now turn to the action steps associated with how we are dealing with the significant increase we are experiencing in input costs. Versus our original plan, that increase now totals an additional $50 million. As you know from previous calls, we are pretty well covered on commodities such as soybean oil and corn but the run-up in petroleum costs not only affects freight as it did in the first quarter, but it drives higher tin plate costs, resin costs, and thus, packaging costs. We cannot hedge these costs and while we can hedge soybean oil, we can't hedge the cost of delivering it to our plants.
Dairy costs are increasing and we are seeing continued pressure across the entire Ag complex. Based on our originally planned year-over-year input cost increases, in the first quarter we presented price increases that are now kicking in. With the $50 million and above planned costs, we will soon be in the market with a second round of increases. As we did back in 2008 when we offset over $112 million in input cost increases, we execute and organize our pricing by category and by customer using a fact-based selling approach that we developed three years ago. We build our pricing rationale by key component to justify the necessary pricing actions.
At the end of the day, we believe this fact-based approach leads to both customer acceptance of our increases and long term, maintains our price gaps versus branded companies who ultimately face similar cost increases.
In terms of the U.S. sales reorganization, we have completed the integration of the Bay Valley Sturm and ST sales teams into one organization. This consolidated organization will allow us to fully leverage our customer penetration, the breadth of categories we operate in, and having everybody marching together in support of our product and customer portfolio strategies but to fully leverage this consolidated organization, we decided to speed up the integration of Sturm and ST into our new Bay Valley ERP platform. Dennis will provide greater detail. This investment will give our consolidated organization one integrated database to more effectively manage the business and create supply chain efficiencies for our customers once all of our products can go on one invoice and one truck.
Finally, pricing, big wins, productivity, and a passion for winning will continue to drive our performance. This passion for winning is what allowed us to cut over to ERP without missing a beat. I have said on numerous occasions that the information technology highway is littered with ERP roadkill that we drove by in the fast lane. Just last week I received an email from one of our customer service reps who wrote, I just spoke with one of my buyers and she said that we were the first company that she has ever worked with that did not, quote, fall to their knees, unquote, when they went to the new system and she said we should all be very proud of that.
I am very confident that the same determination to deal with rising input costs is embedded in our organization. I'll now turn it over to Dennis.
Dennis Riordan - SVP and CFO
Thank you David. In regard to our operating results, I will focus on the following key areas of our first quarter -- gross margins, operating costs, and our investment in new systems.
First, gross margins improved by 210 basis points to 24.5% compared to 22.4% last year as all three segments had margin improvement due primarily to a positive mix of sales. Partially offsetting the positive mix were higher than expected fuel costs that put pressure even on our hedged commodities. As we discussed on our call in February, we are substantially hedged on our Ag-related inputs. However, the delivered cost of those inputs has increased due to the skyrocketing cost of diesel. In addition, we are seeing higher cost for our plastic and glass package products due to energy pass through that is typical of these types of contracts. As David pointed out, we are actively pursuing price increases to offset these higher costs.
As we look at the results of our segments, you will see that we showed both revenue and direct operating income increases in all segments along with higher operating income margins. In regard to expenses, selling and distribution expenses in the quarter increased to $36.3 million compared to $26.8 million in 2010 due primarily to the growth in total revenues. However, you will see that as a percent of sales, these expenses increased to 7.3% from 6.7% last year. This increase is due entirely to higher freight and distribution costs on customer shipments. The average cost of diesel fuel was up substantially in the quarter compared to last year and resulted in approximately $3 million or about $0.05 a share in incremental expense in the quarter.
General and administrative costs as reported in our income statements increased only $800,000 from last year. However, this apparently small increase needs further explanation. First, last year's G&A expense included approximately $6.5 million in transaction costs related to the Sturm acquisition. Excluding this from last year's reported G&A expense would result in approximately $22 million in baseline expense or about 5.5% of net sales. As we look at 2011, our reported G&A expense was $29.2 million or 5.9% of net sales. This increase in the quarter was primarily due to approximately $4.5 million or $0.08 a share in higher information technology costs associated with the initial implementation of our new computer systems. On a comparable basis this year's G&A expense would have dropped to just 5% of net sales if we had not had the incremental IT systems expense.
Other operating expense was $2.7 million in the quarter compared to income of $2.3 million in last year's first quarter. Expense this year relates primarily to cost to close our Springfield, Missouri pickle plant later this year. Last year's credit was the result of transferring certain post-retirement medical benefits to a union sponsored plan which resulted in a gain of $2.4 million.
Amortization expense increased to $8 million compared to $4.4 million last year, directly as a result of the acquisitions of Sturm Foods and ST Specialty.
Interest expense for the quarter also increased significantly to $13.9 million from $6.8 million due to an increase in our outstanding borrowings as a result of the acquisitions we made last year. In addition, we do have higher interest rates resulting from the refinancing of our revolving line of credit towards the end of last year.
Last year's first quarter benefited from rates that were well below market due to the timing of our prior credit agreement. The average interest rate on our revolving line of credit is now 2.3%, a very good rate but well below the .77% we had in 2010.
The loss on currency exchange of $1.4 million in the quarter relates primarily to the revaluation of a Canadian inter-company note. As Canadian exchange rates have increased in the quarter, we had to take a non-cash mark-to-market writedown on this note. We consider these fluctuations to be non-operating items because the inter-company notes have no effect on the cash flow of the company and they will eventually balance out over time.
With regard to taxes, our effective tax rate for the quarter was 33.8%, very much in line with last year's rate of 33.7%.
Income from continuing operations in the quarter was $19.8 million compared to $16.3 million. This equates to fully diluted earnings per share of $0.54 compared to $0.47 last year, before considering unusual items. Our reported results for 2011 and 2010 include non-recurring, non-operating items that should be considered when analyzing our reported results.
In first quarter of 2011, we had approximately $0.05 of one time costs associated with the previously discussed pickle plant closing. In addition, we had a non-cash gain of $0.01 resulting from marking-to-market our interest rate swap, offset by a non-cash loss of $0.01 resulting from the revaluation of the inter-company loan agreement.
In 2010 we had one time items associated with the Sturm Foods acquisition, non-cash gain on the settlement of certain post-retirement benefit obligations, and offsetting is swap gains and inter-company loan revaluations that totaled $0.12 in adjustments.
After adjusting for these items in 2011 and 2010, adjusted earnings per fully diluted share for the quarter would have been $0.59 in both 2011 and 2010. The results were flat to last year due primarily to the higher transportation costs and our incremental spending on new systems.
In regard to our outlook for 2011, our first quarter results showed very good top line growth that exceeded our expectations. As David indicated earlier, our prospects for the full year also look very good and we expect to finish the year with strong unit volume growth that will be in line with our first quarter growth rate.
As I called out earlier, we had the benefit in the quarter of positive sales mix but still some margin challenges in many product categories as a result of higher inbound transportation costs and higher packaging costs for things like glass, plastic, and tin that are heavily dependent on oil prices. We have initiated a second round of pricing programs to offset these higher costs and expect that the margins will normalize in the back half of the year.
In regard to operating costs, we expect to see continued high costs in outbound customer freight and we'll use the price increases to cover those costs.
Overall, we expect the combination of good sales and new pricing to offset the much higher than expected input costs and keep us on track to meet our original operating goals.
In regard to the new systems, we turned on our back office functions on February 1, 2011 and that transition has been nearly flawless. We have processed over two million transactions in the new system and our on time deliveries are still at 98%. We've had no issues with shipments, billings, or collections and our factory implementation to date has gone better than expected. Our original plan for implementation in 2011 was to roll out the new system to our legacy plants and distribution centers and then ship the emphasis to Sturm and ST in 2012 and 2013.
However, with the new alignment of our sales organization and the goal to consolidate more shipments of our customers' products, we have decided to jumpstart the integration of Sturm and ST. Additionally, our early success and the fact that our implementation teams of internal staff and consultants are still in place for the factory rollouts, we have decided to make the Sturm and ST integrations coterminous with our originally planned factory implementations. We can do this because the teams that will focus on Sturm and ST are the ones that completed the bulk of the TreeHouse back office programs and they would have rolled off the project in 2011. Now we can keep those resources on the project.
While this is definitely the right decision to get the maximum value out of our integration activities, it will move costs that were planned for 2012 and 2013 into the back half of this year. We estimate that there will be an incremental $5 million in spending in 2011 above our original plans and guidance. This will reduce our earnings by about $0.10 this year but will put us in a much better position for 2012 and beyond. As such, we are lowering our full year 2011 guidance for adjusted earnings per share by that $0.10 to a new range of $3.00 to $3.08 per share.
Now I'll turn it back to Sam.
Sam Reed - Chairman and CEO
Thanks Dennis. You and David have cast a light on the first quarter that not only illuminates past performance but also serves as a beacon for the year ahead.
I'll now attempt to extend our vision beyond the immediate horizon and to view current events through a lens of long term perspective.
Although the strategic fundamentals may sometimes be obscured or out of focus, it is always these macro factors that provide the most acute vision of the future. Fundamentally, we are on the cusp of an era of sustained commodity and energy inflation driven by growing global demand and uncertain supply.
In response, consumers will seek greater value in goods and services. There will be loads of compromise on quality, variety, or convenience. For packaged foods, this economic environment will favor private label products and retail grocery formats that utilize house brands in order to offer consumers value without compromise and grocers the means to satisfy consumers without sacrificing margins.
TreeHouse is ideally suited for these circumstances and their effects on the economics of food and the prospects for growth. Specifically, we have the portfolio strategy and go-to-market capability required to generate profitable growth throughout all phases of the business cycle and across all channels of food distribution.
We have the branded marketing expertise and innovation capability necessary to provide customers with products and services that are a strategic solution, not just a low cost generic or branded knockoff. We have the operational assets and supply chain essential to the combination of lowest cost manufacturer and highest service reliability demanded of private label and custom products. We have the capital structure and cash generating capability required to maintain prudent leverage while pursuing aggressive growth.
We have made the investments in human capital, business systems, and information technology necessary to cope with the complexity and volatility inherent in the customer brands and custom products marketplace. We have the strategic insight and financial discipline to grow through acquisitions that not only expand but also upgrade our portfolio of diverse products, channels, and customers. To this end, we are actively engaged in the pursuit of strategically attractive, financially sound acquisitions that will improve both the growth prospects and the returns of our portfolio.
Lastly, we have the tactical urgency and strategic vision required of a public company to achieve its short term tactical objectives regardless of market conditions while staying on course in the long journey of generating superior sustainable shareholder value.
Now, after having analyzed the past quarter, forecast the current year, and [ordered] the future era, we will return to the here and now to take your questions and comments on any and all of the above.
Celia, please open the lines for Q&A.
Operator
Yes, thank you. (Operator Instructions) And we'll go first to Bill Chappell with SunTrust.
Bill Chappell - Analyst
I guess first, Dennis, on the IT spend, I think the original investment was around $5 million, $6 million and then this was an incremental $5 million, $6 million so about $0.20 to the EPS. When we look at 2012, will half or all of that go away since you're accelerating it?
Dennis Riordan - SVP and CFO
Let me clarify, Bill. The original guidance which was in that $3.10 to $3.18 range included over $10 million of IT expense for 2010 and what we're doing is increasing that by approximately $5 million and basically it's taken it out of what would have spent in 2012 and 2013 and originally our plan was always to cover the cost of the IT through cost savings and other efficiencies and we did that last year and we planned that this year and our plan actually through the first quarter is right on the mark so everything is going extremely well but what we decided to do was with the teams in place and the success we've had, we did not want to roll those people off the project and then try to roll them back in 2012 and 2013. We had great momentum so basically what we're doing is taking what would have been $5 million in expenses in '12 and '13 and pushing them in now just to keep the momentum going and the success that we've had going.
Bill Chappell - Analyst
Okay but those costs and some of the other costs you did in the first quarter won't be repeated. I guess there is some amortization of the new systems but not to that extent.
Dennis Riordan - SVP and CFO
Right and there will still be investment in the next two years but it'll be significantly lower than what we had by that roughly $5 million because it's really just pulling it in from future years.
Bill Chappell - Analyst
Okay and then David, talking about the price increases that you're looking at right now, the timing, are they happening now or are they happening over the next few months? And then maybe are you looking to maintain your gross margin or is this just to cover kind of the penny profit or the dollar exposure?
David Vermylen - President and COO
Let me answer the second part of the question first. Our approach to pricing in our fact-based selling is to offset those input cost increases and use productivity to drive our margin. Approaching pricing that way gives us credibility with the retailer where we are able to take an individual product, build up the cost change by key element and be able to prove it with the facts. So we've always stated to investors and to our customers what that strategy is.
In terms of the timing, the price increases that we are announcing in the first quarter are flowing through now. We are now in front of customers with a higher level of pricing and that will start rolling in in the end of this quarter and the beginning of -- in the month of July.
Operator
We'll go next to Vincent Andrews with Morgan Stanley.
Vincent Andrews - Analyst
On an overall basis we've seen year-to-date the private label share, the gains have slowed or even declined in recent months. Can you talk about share trends in some of your categories and how you expect them to evolve over the next 12 months as it appears the pricing is going to be more intense than initially expected?
David Vermylen - President and COO
I think what we are seeing Vincent, is that private label shares among the 90 categories that we track have been improving over the last eight weeks. In 2010 it was pretty flat where you had, if you 90 categories maybe half of them would have had private label share up and the other half, private label share down. In our own categories we are seeing sequential increases in our private label shares. As I pointed out, our soup business was up in the quarter by 7% and I can assure you that the soup category was not up to that extent.
Our hot cereal business did extraordinarily well. Macaroni and cheese did very well, far outpacing the market so we are very encouraged by what we are seeing from our top line and as I pointed out, we are operating north of 4% on pro forma unit growth and those big wins really start kicking in in the second and the third quarters so we are very optimistic not only on how our business is doing but how the industry in total will do.
Vincent Andrews - Analyst
Maybe just as a follow up, you're not concerned about where price gaps are going to go as it seems like you're looking to take more pricing than you originally anticipated.
David Vermylen - President and COO
No, we are not concerned because Vincent, frankly, everything we are seeing from other companies, be they branded or private label companies, everybody is facing that same kind of cost pressure that we are facing and what we see over time is that price gaps generally remain the same.
In the first quarter of this year -- we track about 20 different individual SKUs -- and what we have seen is that the price gaps on either an average price base or base scan price were virtually the same in the first quarter of this year and last year. There may be, as everybody's pricing rolls through the market, there may be modest changes in those gaps for a short period of time but long term, they really settle back in to historic run rates.
Vincent Andrews - Analyst
So maybe the overall issue is going to be the gross price point not the gap and I guess that's where you feel like you'd be advantaged.
David Vermylen - President and COO
I think we will continue to be at an advantage.
Vincent Andrews - Analyst
Okay, I'll leave it there. Thanks so much.
Operator
And we'll go next to Heather Jones with BB&T Capital Markets.
Unidentified Participant
This is (inaudible), standing in for Heather. How is everyone doing?
Dennis Riordan - SVP and CFO
Doing fine.
Unidentified Participant
I guess a real quick one Dennis, I guess on the G&A line, using the term normalized but would you expect that line to be more normalized in Q2 and beyond, normalized in the sense of expected year-on-year type inflation, given the additions that you've made since last year.
Dennis Riordan - SVP and CFO
I think actually the first quarter is going to be more indicative of what we'll expect to see for this year because that investment in systems is going to spread throughout the year so we won't see that. The point I wanted to make was excluding that new investment we're actually continuing to improve. Certainly we had to make the extra investment in IT but I think it'll be fairly steady through the next three quarters in terms of the spend rate in G&A.
Unidentified Participant
And then, again I just wanted to touch on the acquisition environment. Given a lot of the news that's circulating out there, Sam, you mentioned how you're again actively engaged in looking at potential acquisitions and I know there is only so much that you can speak to there but was just wondering if you could frame the acquisition environment at present and what you see going forward?
Sam Reed - Chairman and CEO
I'll answer in two parts. One is that the primary targets for us, the ones I described before as the baker's dozen, are still available. We are actively engaged with several in looking at the type of strategic expansion that we have consistently undertaken over the first five years.
Secondly, with regard to the big news of the last several days, my take is that this is an affirmation of the growth prospects of private label and the value that we ascribe to this strategy and business sector is now being shown by others as well. We're watching with great interest.
Unidentified Participant
Alright, thank you for that Sam. And then I guess just lastly I wanted to get an update on the coffee startup, results there and how that's been trending.
Dennis Riordan - SVP and CFO
We had a good first quarter. The business is still modest in size. We have expansion opportunities beyond just the products that we are in right now so we continue to be very optimistic about it.
Where we are in business, the velocity per store per week and the revenue per square foot, the retailer is really quite outstanding so we are very encouraged by what is happening. Again, it is modest. Our expectations for this year are modest but we see great growth potential.
Operator
And we'll go next to Farha Aslam with Stephens, Inc.
Farha Aslam - Analyst
Question on the dry non-dairy creamer, you mentioned that it was weak in North American retail. Is that the timing of Easter or is there something else?
David Vermylen - President and COO
I think the category was a little bit soft. We were pretty much consistent with the category. I think over time there has been more of a shift to the liquid creamers and that has certainly had an effect on us but I would not pin it to anything related to Easter. I think where there might have been an Easter effect would have been more on the soup business but again, when you're up 7% on soup for the quarter, we're certainly not complaining.
Farha Aslam - Analyst
Okay and then in general, the price gaps versus your costs, is there any contracts that we need to wait for in terms of when you can put through timing? Could you just share with us some mechanics of how you need to go about getting that pricing into the market?
David Vermylen - President and COO
Sure. Generally, we don't have fixed price contracts with our customers and so it really is when those costs go up, we get out in front of it. Generally, it does take at least 30 if not 60 days for that pricing to be implemented which is why we're out pounding the street right now.
Farha Aslam - Analyst
And the general reaction of retailers as you've been talking about these price increases?
David Vermylen - President and COO
I think they're all extremely busy with price increases across the food industry. I think what we're hearing from key retailers -- I won't talk about any specifically -- is that they are accepting these increases. They see it not just in food but for the large merchants, as I pointed out, they're seeing it in clothing costs and everything else so it's not just a food problem. It's really across the board and I think everyone is accepting of it.
Farha Aslam - Analyst
And final question, $4.00 gasoline, how that's affecting consumer spending patterns? Have you noticed anything in terms of purchases as the months go along, as weeks go along? We're hearing that low income consumers are having trouble when they get to the end of the month -- and how you anticipate that additional pricing that you're putting through to impact your volumes as a result.
Dennis Riordan - SVP and CFO
This is Dennis. I'm not sure we've heard quite that but what I've been seeing and hearing is that the food-away-from-home could continue to be challenged with the price of gas which I think will just feed more food-at-home and certainly being in private label at the price points is going to be a positive. And I think the other thing, and David, maybe you can chime in, is that the unmeasured channels, I think you're going to see another uptick in those dollar stores and specialty food retailers. Overall, that's a positive for us because of the weighting of our business towards those channels.
David Vermylen - President and COO
We do a significant business in the limited assortment dollar stores and one of the things that we have done as part of our sales reorganization is really focus specific parts of the organization just on those rapidly growing customers whether it's Dollar General, ALDI's, Save-A-Lot, etcetera so as those customers grow, we will grow very well with them.
Operator
We'll take our next question from Bryan Spillane with BofA Merrill Lynch.
Bryan Spillane - Analyst
Just a couple of questions. First, in terms of pricing, will you do any, implement any fuel surcharges just to be able to sort of move up and down with the price of fuel assuming there is going to be some relief in gas prices at some point going forward?
David Vermylen - President and COO
We have looked closely at that and really have sort of surveyed the industry and in the food industry it's generally not a common or an accepted practice so what we're really doing is, it's part of the reason we got hit in the first quarter because you have to then build it into your next wave of pricing.
But it's a great question and we've spent a lot of time on it but we know it's just challenging to approach our customers that way.
Bryan Spillane - Analyst
Okay and then in terms of agricultural input, there was a mention made about secondary crops and I'm assuming you're talking about cucumbers is probably the biggest one for TreeHouse. Could you just remind us how you go about contracting for cucumbers, when that happens? I'm assuming your prices are set for this year so it's going to be more what you negotiate next year in terms of getting farmers to plant cukes for you.
David Vermylen - President and COO
Bryan, that's exactly right. We've pretty well contracted in on the cukes so that's really there. The secondary products, we have things on the soups side, the various meats and vegetables that go into that. We also have in the non-dairy side you've got palm oil, coconut oil, and other more exotic oils and those are the items that we can't hedge and we're seeing some wild fluctuations in.
Bryan Spillane - Analyst
Okay and then just finally on the systems, the expense in this quarter, the $4.5 million of expense in this quarter, that was certainly more than I had modeled for the quarter. Was that more than you were expecting to have incurred in the quarter as well or was that pretty much in line with the way you were phasing it in for the year?
Dennis Riordan - SVP and CFO
That was exactly in line and in fact, year-to-date we're just slightly under what our plan was through the first quarter so from a budget and timing, we are right on the money. It went well.
We said we were turning on the bulk of the systems on February 1 so the first quarter originally was to be front-ended on the incremental expense and I think possibly that's what got missed in some of the analysts' models.
Bryan Spillane - Analyst
Yes, I definitely missed it in mine. And then just one more if I could, related to the decision to pull forward the spending on integrating ST and Sturm, aside from the practical, you've got the people in place to do it. Why let them go and bring them back? I think that makes lots of sense. Was there a motivation also because you're doing so well with big wins and customers, being able to service those customers well off of one platform, given that one invoice is a big selling point -- did that also affect your thinking on timing or was it more related to just the cost picture changing and trying to pull forward some of the savings you'll get by celebrating the timing of integration?
David Vermylen - President and COO
Brian, it's David. It really comes down to how do we fully leverage the new integrated sales organization? Almost a way of thinking about it is if you're running three different sales organizations. Imagine you're an orchestra leader and your symphony is divided into three separate groups who are in three separate rooms and at only one time do they get to see the -- only one group at a time gets to see the orchestra leader. And what we're really doing is saying that now that we have these three sales organizations together, we need to pull them together through the new ERP system so that in fact we can be clearly and smoothly executing our product portfolio strategy, customer portfolio strategies, and to get in front of the customers with that one invoice, one truck, keep it simple approach to doing business.
And so we think, will it help more big wins this year? We're moving as hard as we can and I think what will really help us is as we close out this year and move into 2012, we'll really get a lot of benefits from advancing the investment this year.
Operator
And we'll go next to Reza Vahabzadeh with Barclays Capital.
Reza Vahabzadeh - Analyst
The export and industrial channel sales was pretty strong in this quarter as was the preceding quarter. Anything that has been the driver in the last couple of quarters and should we expect that to continue the balance of this year?
David Vermylen - President and COO
I think we're just seeing a much better stabilization of our industrial non-dairy creamer business. That went through some tough periods at the end of 2009 and 2010. I don't think there's anything that stands out as being beyond the norm.
Dennis Riordan - SVP and CFO
Historically, that's been a category that bounces around quite a bit because there is contract manufacturing in there and ingredient sales and it's one that is generally going to be difficult to predict.
Reza Vahabzadeh - Analyst
Right, got it. And then as far as acquisitions, are you far enough in recent acquisitions to be available and poised if something else shows up?
Sam Reed - Chairman and CEO
This is Sam. We look at several all the time and then simultaneously and as events arise and opportunities occur I think we've shown that we're quite adept at moving where the opportunity is and we're aided a great deal by the cash flow that's coming out of the business and our ability to do these things off of our own balance sheet.
Reza Vahabzadeh - Analyst
And would you consider Sam, going into the branded business in a significant fashion?
Sam Reed - Chairman and CEO
Only to buy things for myself and my family at the store.
David Vermylen - President and COO
This is David. I'd like to make one other point on increasing our investment this year in ERP is that if we can get all of the operating companies on one system, it really makes our acquisition opportunities even greater because once we get our own business on one system, that new acquisition, we can bring it on to our system within less than 100 days.
Reza Vahabzadeh - Analyst
I get it. And lastly, the pricing increases that you've announced and have been accepted, does that bring you up to speed with the cost inflation which has also been continuing into 2Q '11 or is there still a catch up to made at some point later?
David Vermylen - President and COO
No, it's the second round of increases that we are going to market with right now will cover the cost increases that we have been talking about this morning. That is that incremental $50 million.
Operator
We'll go next to Akshay Jagdale with KeyBanc Capital Markets.
Adam Josephson - Analyst
This is Adam Josephson in for Akshay. Thanks for taking my questions.
David Vermylen - President and COO
Good morning, Adam.
Adam Josephson - Analyst
In the categories you're in, what do you expect the consumer sensitivity will be to higher prices, both for branded and private label items? And more broadly, what do you expect consumer sensitivity will be to higher prices at retail?
David Vermylen - President and COO
The percent increases that the consumer will see at retail will be relatively modest, I would think around mid single digits. And everything is going to be going up and I think -- I don't see it affecting the food industry. I see it affecting other industries that are far more in the area of discretionary income but people will continue to eat food and if there are concerns about everything going up in price, I think we are in a great sweet spot to take advantage of it.
Adam Josephson - Analyst
Along those lines -- Sam talked about this -- it seems that you expect structurally higher commodity prices to benefit private label manufacturers and that these higher prices will accelerate the shift to private label food given its greater affordability. Do you see any counterargument to that line of thought? David, you were saying you don't think food will be impacted quite as much by rising prices.
Sam Reed - Chairman and CEO
This is Sam. Let me elaborate on the point. This is clearly going to be a difficult environment for consumers and for those of us in the food processing and retailing business but I do believe that there is a competitive advantage that we have and it will manifest itself through two primary vectors.
The first is that the private label foods that we produce are ones that we can offer a superior alternative to not only the national brand but to other private label manufacturers. We focused, as I've indicated, we've got a great deal of expertise in branded marketing and this fact-based selling allows us to become aligned with our customers as opposed to them.
Secondly, and this will be affected by the $4.00 gasoline, what we've seen to date and will accelerate is a change in shopping behavior and patterns where these new outlets or traditional outlets that have reinvigorated, renovated themselves to provide greater consumer economy and value, that shoppers will move away from those who have the highest margins and operating costs to those outlets that are showing extraordinary growth in significant part because they have a new model that interests consumers and lower operating costs.
I think that while this generally favors private label that when one looks strategically at the overall market, it favors us competitively provided that we're able to execute on the strategies that we've put into place.
With regard to the counterargument, what you could go back to and we have not seen is a lot of deep discounting by national brands. We know category by category that that will have a temporary effect on private label through this and we'll deal with those circumstances as they come up and if you'll remember, I think in our last investor presentation, based on independent surveys of consumers, 75% of those that brought private label through the difficulties of the last recession indicated that they were satisfied with the products and likely in one form or another to stay with those products as opposed to go back to higher priced national brands.
So I think there are nuances to this and while there may be counter-eddies, you've got to look at the big stream here and it will work greatly to our favor.
Adam Josephson - Analyst
And then last one, someone asked about your interest in buying into branded businesses. What do you think of the difficulties of managing branded and private label products under the same umbrella?
David Vermylen - President and COO
I am sure that there are people who are very capable of doing it. How you go to market is very different. How you set up your manufacturing platform is very different. For example, in soup, with condensed tomato soup, Campbell's can run 24/7, one 10.5 ounce can, just keep running that thing. In our business, we may have seven to ten different formulations of condensed soup and 50 to 100 different labels and if you're a plant manager and you have to go from one model, a Campbell model into a TreeHouse model, it's a challenge to do and so we really believe that we built our skill sets around being the best private label operator and that we have a lot of runway in front of us to continue to add to the portfolio and to take advantage of the opportunities.
Operator
And we'll go next to Ken Goldman with JPMorgan.
Ken Goldman - Analyst
Is it any more difficult to pass on freight costs than direct food costs to your customers?
David Vermylen - President and COO
We don't just go with one component, Ken. I mean, when you look at the total basket of input cost increases, it's far more expansive than freight. Freight is driven by two things. One, petroleum costs, increase in petroleum costs and secondly, due to the fact that the number of tractors that are on the highway today is significantly lower than it was three or four years ago and as the economy starts turning up, there is a basic supply and demand associated with freight. But we're not going forward with just freight. It's related to packaging, be it plastic packaging driven by resin, tin plate costs, palm oil, coconut oil, those things that we can't hedge. So it's really not just a freight issue going forward.
Ken Goldman - Analyst
Second question, your first quarter was worse than The Street thought. Second quarter may not be much better if pricing as you say, doesn't kick in until the end, but you're only lowering guidance because of ERP so just to make sure, it sounds like what you're essentially saying is x ERP, quarter operations in the second half will be much better than what The Street had thought and maybe 2Q could be a little soft given that the full pricing is not there yet but your costs are higher. Is that a reasonable way of looking at it?
David Vermylen - President and COO
On pricing, we'll have pricing coming in in the second quarter that we announced in the first quarter. So we already knew coming into the year that we were going to have an increase in input costs so we started putting the pricing into play.
Dennis Riordan - SVP and CFO
As we said at the beginning of the year on the guidance that the way pricing worked that the first half of the year would be a little softer than the back half so the plan all along was to go that route and certainly the second wave of pricing will cover that in the back half. There may have been an imbalance there. I think the biggest imbalance was the rollout of the IT costs as we talked earlier but we're confident that the baseline business will be right on track and that the only reason for the guidance change is our systems implementation plans have changed.
Ken Goldman - Analyst
And then last question, you mentioned that maybe we should think about food-away-from-home x the loss of the pickles business to that one customer but whether this is your choice or not, it happened, right? You lost that business and you encourage us to think about sales x that loss but you're not encouraging us to think about sales x the gains of new business so I'm wondering is there ever a case where you'll just think, sort of give us a same-store sales number in comparable formats. If you are going to lose and gain so many customers over a period of time it would help us to at least understand a little bit what the core organic growth is not just excluding the losses but also excluding the gains as well. Is that something we may be able to get or is it too difficult to pull out?
Sam Reed - Chairman and CEO
Ken, this is Sam. I think the primary theme here is of two components. One is that we will continue to buy businesses and unlike buying single brands, when we buy these businesses, excellent components and then some that are non-strategic and some that are marginal. That will continue. The second is that we'll use the portfolio strategy which is the driving force of the improvement and profitability of this business to sort out the wheat from the chaff and what we will tell you is that when we identified that something is x infant feeding or x undifferentiated QSR hamburger chips, pickle slices, it's not because we lost the business but because we decided to abandon that segment and that will continue here with regard to our businesses as long as we continue to acquire and expand.
And I would say, the big point here, and it's easy to miss the main theme in the context of the surprises and the operating challenge, the big theme here is that the top line of this business in private label which we have managed for profits for five years, has in the first quarter run at an organic growth rate of 4.3% increase in unit sales and in addition to that, that we now see big wins at a number far beyond our expectations, far beyond our history and I think that the real issue here for us is yes, we have to fix one operating challenge. Yes, we've got to get more pricing but this is the time for TreeHouse to double down on the possibility and the bet that we will engage in superior top line organic growth in our core business. We cannot afford to equivocate on that. Hence, the determination as David indicated, to get a second round of pricing and do it in a very aggressive way and also our view that not for a moment did we think about the possibility of staying on the original schedule for the IT implementation when we saw the possibility that if we put this thing together, especially with our view of the strategic outlook for the future, that yes, we're making a big investment. We're making a big bet but that it's well worth our while and I think you'll see it as this year unfolds and as our plans come forward for 2012 which will be based really as a starting point off our original guidance not the reduction that it's related strictly to the IT investment.
David Vermylen - President and COO
Let me make just, Ken, one comment. With the exception of the freight issue which was a surprise and was obviously a big challenge, my perspective on the quarter was that it was an outstanding quarter. The top line growth was excellent. The growth from the acquisitions was remarkable. The conversion of our ERP system was seamless which is rare in the industry and you put all that together, it was a really, really good quarter. Yes, we have a challenge in freight and now other rising input costs but we're dealing with it. We've dealt with it before and we dealt with it before when we did not have the capabilities in the organization that we have now and we dealt with it before when the input costs were almost twice an increase that we are experiencing right now so I have a great deal of confidence in our ability to deliver against our expectations for the rest of the year.
Operator
And we'll go next to David Driscoll with Citi Investment Research.
David Driscoll - Analyst
Just to make a comment first off to you guys is that if you know that earnings are going to be flat year-on-year, I highly encourage you in the future to communicate that piece of quarterly information -- because your stock is down today. You guys are making a table pounding call that the quarter was a great quarter but you're going through a lot of turmoil because those of us on the outside didn't understand the pacing of the quarters and when you have a flat quarter year-over-year, we often get it called out by other companies and it's very helpful and less destructive to the stock. That's a statement. Take it any way you want to do it but I'm trying to be helpful.
Just looking at the price increase and the revenue guidance, you said revenues for the year would have volumes of 4% and then David, you said that pricing in the grocery store would be up mid single digits. Is that a fair characterization of TreeHouse as well?
David Vermylen - President and COO
Yes, I think so in looking at it. I haven't actually translated it by product and by customer what we're doing but I think that's a fair bet that we'll be going up flat. The key to remember though is when we're going up on a certain percentage basis and you compare it to where brands are, what we're really trying to do in our pricing is to maintain the penny price gap versus the brand so if a brand is going up 3%, we're going up 5%, that's really maintaining that penny price gap.
David Driscoll - Analyst
Okay and then just to follow up on an earlier question regarding 2012, if you're moving $0.10 from 2012 to 2011, this basically says fine, 2011 comes down by $0.10 but 2012 goes up by that amount because it's a one-time cost that's being moved. Is there anything incorrect about that thought process, Dennis?
Dennis Riordan - SVP and CFO
I think it's generally in line. If you went back to the beginning of the year guidance -- I don't usually like to deal with The Street. We gave it a range but The Street was at roughly $3.18. I still consider that the base that we jump off of for next year so the movement isn't affecting the flow of the business. You're going to jump off a higher number for next year than you will off the lowered guidance we have for this year.
David Driscoll - Analyst
Okay, you guys mentioned a lot about the big wins and I like it. I have one question regarding the big wins. Are these coming at the expense of other private label makers? I've always thought that one of the powers, Sam, of the business is that as you guys put together the ERP and the sales force, you are a better private label competitor than the other ones and you should win against those firms. Is that where the big wins are coming from or do they come at the expense of branded companies who you're displacing on shelf?
Sam Reed - Chairman and CEO
I think there are two instances here that David can elaborate on. One is where there is following branded innovation, a change in the opportunity for all of private label to create new products and that is a very large part of this -- or new distribution where, in the case of a new acquisition they have access to our sales and distribution outlets.
And then there are others where competitors have faltered and without having to resort to extreme pricing, we're able to step in their stead and I think David, the quarter is replete with both of those opportunities.
David Vermylen - President and COO
Let me give just one example of how it has worked. I can't talk about the specific customer but I will say it relates to macaroni and cheese from ST Specialty where, because of Bay Valley's penetration of this very large customer and our relationships with that very large customer, we were able to present that customer a high quality macaroni and cheese program that ST, they did not have access to that customer. They did not have access to their R&D people, to the buyers, to the same extent that we did and we were able to prove that we could bring more value, bring more innovation, bring more supply chain efficiencies. So a lot of the big wins are coming at the expense of private label competitors and then a lot of the big wins are because we're bringing in say, segment innovation, operating at the premium segment of the salsa category but I think an escalation this year, on our big wins, is replacing incumbents.
David Driscoll - Analyst
So it's kind of a 60/40 split replacing incumbents versus replacing other -- I think incumbents meant branded, right?
David Vermylen - President and COO
No, incumbents can be private label. I can't do the 60/40 on incumbents versus bringing in a new segment but what I do know is that a significant percent of our big wins are among those growing retailers who are very focused in on private label and we are helping them expand their categories. Those retailers who are, 80% or 90% of their portfolio will be under their brands, we are working very closely with them on developing new categories for them.
David Driscoll - Analyst
Because honestly, I think this question is very important to Sam's basic point about the growth rate in the quarter. If you can replace other private label and grow with the overall private label market, I think that would be a rate of growth of which you have not previously outlined, something higher. Am I going too far with this, guys?
Sam Reed - Chairman and CEO
What we said David, is that what we've seen in the first quarter can be taken as indicative for the remainder of the year with regard to our grocery private label business and we will at every opportunity that does not require an element of only direct price competition, every time a customer indicates that they are unsatisfied in a particular category, we will be there, ready to provide an alternative and it is, when we provide an alternative, it comes with all of the intellectual property and the services and the branded expertise and the supply chain expertise that we bring.
At the same time, we've reorganized our research and development business to, among other things, focus on innovation and to focus on productivity improvements and you'll see a combination of these things.
David Driscoll - Analyst
If I could sneak one last question in, it's an important one. It would just be to Sam. Is there any chance that when a name like RAH goes into play that you guys can team up with another firm to separate this thing up? There is a big private label operation right there that I imagine you guys would find highly attractive and maybe the branded food piece, you'd want to split it off. Someone else buys it. Therein lies where you would team up with a partner. Is that remotely, remotely reasonable or is that just wild David Driscoll thinking?
Sam Reed - Chairman and CEO
David, I won't ever characterize your thinking as wild but it's a hypothetical or a speculative matter for us and as I had said earlier, we have our baker's dozen to focus on and these are businesses that meet as a general proposition, the strategic criteria that David has set down and the financial criteria that Dennis has set down and you can see the effects of our acquisition strategy of buying those businesses, it's been a manifest of change. The last two in particular are ones that have brought to us three star categories and there's nothing better than growing that which you have just acquired. That will be our focus.
Operator
We'll go next to Amit Sharma with BMO Capital Markets.
Amit Sharma - Analyst
Just a couple quick questions regarding the commodities, the $150 million, and you said you are covered for your aggregated commodities. Are you covered for the rest of the year? How should we think about that?
Dennis Riordan - SVP and CFO
This is Dennis. For those that we can cover we are covered for the rest of the year and we're covered on the major ones so we've pretty well locked in pricing on cucumbers, assuming the crop is a good crop. Soybean oil, corn syrups, and some of the dairy derivatives like casein so those are in good shape and as we indicated, there are certain things in the ingredient side and packaging that you can't fully cover so we'll have to watch that and price for that.
Amit Sharma - Analyst
And you certainly very nicely put out the case for why you cannot be covered for those commodities but on the outside, if we look at this crude oil as a driver of those costs and if you can give us any help in terms of, let's say a $10.00 increase in crude oil, how does that impact your total commodity cost given that you just raised them by $40 million? I'm not looking for an exact number but just looking for some idea how to phrase that.
Dennis Riordan - SVP and CFO
That's one thing that I can't answer. From our beginning we've always been very quiet on ingredients and costs of ingredients and impacts thereon so I'm going to have to go with history and not disclose those details.
Amit Sharma - Analyst
Okay and just one more, slightly bigger picture here, certainly ConAgra jumping into the private label is absolutely a positive for the private label space. My question is Sam, do you see other major branded or ConAgra-type major packaged food companies getting more interested in private label space or getting greater exposure to private label space?
Sam Reed - Chairman and CEO
I think that as a strategic proposition that what the national brands see and they've seen it consistently is that private label continues to make steady inroads over a long period of time and throughout the business cycle and whether it's boom, bust, recession, or recovery, the private label shares continue to march steadily ahead.
And with regard to the latest news and whether others will choose that kind of route, should that publicized event come about, it is the creation of a hybrid on a scale. That is not something that we see very often outside of categories like dairy and meat and bakery so it would be a new thing.
And then finally, just as a reminder, the battle here isn't between private label and the leading national brands. 50% of all the food that we track across those 90 categories is still made by either secondary branded companies, regional businesses, or others that are neither in private label as a mainstream nor are the leading brands. Those are the businesses that, those are the products that are vulnerable particularly when times get tough because their economics are disadvantaged and therein lies the growth opportunity for both the national brands and the private label leaders.
Operator
We'll go next to Chris Growe with Stifel Nicolaus.
Chris Growe - Analyst
I just wanted to ask a point of clarification. Perhaps I missed it but David, I think you said earlier that you were running, earlier on in your comments, you were running at a run rate of volume growth of 4%. Is that right? I guess you were referring to retail grocery and I assuming that's x baby food?
David Vermylen - President and COO
Yes, that's correct and that was a pro forma 4.3% so that would have been had we had the acquisitions for the full quarter.
Chris Growe - Analyst
Okay, gotcha. And so if you look at your -- because you also gave a comment in the release about being up 4% in retail grocery in dollar sales, but those are separate numbers, correct?
David Vermylen - President and COO
Yes, I think we were up 4.5% in -- on that pro forma basis, I believe I said we were up 4.5% in dollars and 4.3% in volume.
Chris Growe - Analyst
So just a little bit of pricing then, yes. Okay and then my other question just would be that in the context of taking through higher prices or more price increases, first off, do you still expect 2% to 2.5% I think it was, volume growth for the year or could we see that kind of ratchet down now as you bring more pricing through?
Dennis Riordan - SVP and CFO
On the volume side actually, in my comments, Chris, our view is we think we're going to continue to see that strong volume growth over the back half of the year so the gains we saw in Q1 will continue and to Sam's point about the health of private label, we're actually more bullish than our original 2% to 3% in volume. We typically don't talk about the price side. Our history is that pricing is meant to recover costs so in some sense, whether it's a 1% or 3% pricing it shouldn't affect the bottom line. It's just covering our costs. We like to forecast just on volumes.
Chris Growe - Analyst
And it seems like even with higher prices it wouldn't affect your volume expectation the way you're talking, right?
Dennis Riordan - SVP and CFO
We don't believe so. We think we're well situated in that center of the store. Our categories and products tend not to be the ones that are highly price sensitive as David indicated so we're not thinking -- the elasticity demand with pricing generally doesn't affect our products that much.
Operator
And we'll take a follow up from Ken Goldman with JPMorgan.
Ken Goldman - Analyst
Dennis, I just wanted to clarify what you said earlier. I, to be honest, only half heard it. You said something about a $3.18 base going into next year. Could you just go on a little bit what you were thinking?
Dennis Riordan - SVP and CFO
Yes, the point is that the incremental systems costs moving into this year, the question I think came from David Driscoll regarding how we should think about the ouch years and my point was the baseline of this year that we gave the original guidance on, obviously we're taking it down for systems costs but as you think about 2012 and beyond and remember what we pulled in is both a 2012 and 2013 expense but think about the original year and use that as the jumping point as we go ahead to 2012 and 2013. The new guidance is not the new baseline of the business. It's just taking into account the incremental spending on the IT, that we're still very comfortable with our original goals and our original assessments of the basic operations of the business.
Ken Goldman - Analyst
Another way of saying that perhaps then is if you were to give guidance for 2012 today, it would not have changed at all based on what happened in the first quarter or the ERP share shift.
Dennis Riordan - SVP and CFO
We aren't giving guidance but fundamentally, I think you're right in the right boat there.
Operator
We'll go next to Jon Andersen with William Blair.
Ryan Sundby - Analyst
Hi, it's actually Ryan Sundby filling in for Jon. Good morning everyone.
David Vermylen - President and COO
Good morning.
Ryan Sundby - Analyst
I guess Sam or David, looking at the 4% growth we saw there in North America retail grocery, if we segment your portfolio into two buckets, one being value and the other being premium private label, one, are you seeing similar levels of strength between each group and then two, how would you characterize the majority of your new business wins that you've talked about? Any color would be great, thanks.
David Vermylen - President and COO
Sure. We actually, once the ERP system and all of our business reports are completed we'll really be able to segment our data to look at opening price products versus national brand equivalent versus premium. We don't have the ability right now to do that without having to do an enormous amount of Excel spreadsheet work and we'd rather have our sales organization out selling rather than doing that kind of work.
In looking at the big wins, the key for us for our big wins is that a very large percent of our big wins are in what are known as our star categories which would be things like macaroni and cheese, sugar-free beverages, hot cereals, so those are higher margin businesses. The segments that we're operating there generally would be sort of national brand equivalent but they're very good businesses for us which is one of the reasons we bought them a year ago.
Operator
And we have no further questions at this time.
Sam Reed - Chairman and CEO
Thanks Celia. To all on the call and those who have invested in our TreeHouse, please allow David, Dennis, and me to repeat our earlier pledge that while we may not be the largest, we are determined to remain the best private label food company in North America. Stay tuned. We'll talk to you again in early August.
Operator
And that concludes today's conference. We thank you for your participation.