The unvarnished truth can be a difficult thing to deliver sometimes. It's in our nature to want to soften harsh facts with language that makes the message we're trying to relay more palatable. Take the ad in this issue about FE&S' upcoming Best in Class study. In the ad we tell you that filling out the questionnaire is "fast and easy."

Well, fast and easy is a relative term. Participating in the study is faster and easier than it has been in the past. We divide the survey into three parts to make it a little less daunting, the radial buttons are the fastest way we've found to answer a lot of questions quickly, and the questions have been winnowed down as much as possible while still offering a comprehensive look at the brands in the study. But the unvarnished truth is that completing all three parts of the study still represents a significant investment of both time and effort on the part of our readers who choose to fill it out.

To those of you who take the time to do so, you are the real rock stars of this process. The information FE&S' Best in Class study provides is important to the entire channel. It provides valuable feedback to manufacturers about how the marketplace perceives their brands. The study also provides guidance on where the factories should concentrate their efforts to change those perceptions. For dealers, consultants, and reps it provides valuable intelligence about where the brands you represent or recommend fit into the overall competitive landscape. For operators, it is a tool to help you understand the relative strengths of various brands that you may compare when making a purchasing decision. In other words, this study may not be the easiest one that you'll ever participate in, but as a foodservice professional, your participation is very, very important.

And, your participation is very much appreciated! This year, one lucky respondent will be randomly selected to receive a $500 gift certificate to treat you and your crew to a rock concert. Everyone who completes all three parts of the survey will be automatically entered to win. Of course, how you choose to spend the money is entirely up to you, so if a big dinner or a big game sounds better to you, we're fine with that. Share the details of your big night and we'll share it with the FE&S community!