Minimum Advertised Price (MAP) Policy

Overview

American Chef is committed to supporting fair competition and strong margins for all authorized dealers and distributors. To protect the integrity of our brand and product line, we maintain a unilateral Minimum Advertised Price (MAP) Policy.

This MAP Policy applies to all advertised prices for American Chef products, regardless of the advertising channel or format.

Scope of the MAP Policy

This policy applies to all American Chef branded products sold by authorized dealers, distributors, and resellers. It governs advertised prices only, not the actual retail sale price.

MAP covers, but is not limited to, the following channels:

• Dealer and distributor websites and online stores
• Third-party marketplaces (e.g., Amazon, eBay, etc.)
• Digital ads (search ads, display ads, social media ads)
• Email marketing, newsletters, and SMS promotions
• Printed materials (flyers, catalogues, mailers, posters)
• In-store signage and window displays

What Is “Minimum Advertised Price”?

The Minimum Advertised Price (MAP) is the lowest price at which a dealer is allowed to publicly advertise an American Chef product.

Dealers are free to sell American Chef products at any price at the physical point of sale, but may not advertise below the MAP set by American Chef.

MAP pricing schedules and product lists are communicated separately to authorized partners and may be updated from time to time at American Chef’s sole discretion.

Examples of MAP Violations

The following are examples of advertising practices that may be considered MAP violations when they effectively promote a price below the current MAP:

• Listing a product price below the published MAP on any website or marketplace.
• “Strike-through” prices or crossed-out prices below the MAP next to the current price.
• Using coupon codes, automatic discounts, or cart-level discounts that bring the advertised price below MAP.
• “Add to cart for best price” where the in-cart displayed price is below MAP.
• Showing “price too low to display” and then revealing a price below MAP on click or hover.
• Advertising rebates, bundles, or gift cards that effectively reduce the advertised price below MAP.

This list is not exhaustive. American Chef will determine, at its sole discretion, whether any given advertisement violates the spirit or letter of this policy.

Permitted Advertising Practices

The following examples are generally acceptable under this MAP Policy, provided that the resulting advertised price does not fall below the current MAP:

• Advertising prices at or above the current MAP level.
• “Call for pricing” or “Contact us for a quote” with no price shown.
• “See in cart for price” where the price in cart remains at or above MAP.
• Site-wide promotions or loyalty programs that do not specifically single out American Chef products for below-MAP treatment.

Dealers remain responsible for verifying that any promotions, coupons, or campaigns they run do not cause American Chef products to be advertised below MAP.

Policy Administration & Enforcement

American Chef administers this MAP Policy unilaterally and reserves the right to monitor advertised prices across channels. If a violation is identified, American Chef may, at its sole discretion, take one or more of the following actions:

• Issue a written warning and request for correction.
• Temporarily suspend access to certain products or price levels.
• Cancel open orders for affected products.
• Reduce or revoke dealer discounts, rebates, or marketing support.
• Terminate authorized dealer or distributor status.

Enforcement actions may differ based on the severity, frequency, and impact of the violation, and whether the dealer has previously been notified of non-compliance.

Unilateral Policy

This MAP Policy is a unilateral policy of American Chef. It is not a contract or agreement, and we do not seek, accept, or require any dealer’s agreement regarding our MAP Policy.

Dealers are free to decide whether to comply with this policy. However, American Chef reserves the right to suspend or terminate relationships with any dealer that chooses not to follow it.

American Chef personnel are not authorized to negotiate or modify this policy. Any questions about the policy must be submitted in writing to the designated policy contact.

Policy Changes & Updates

American Chef may modify, suspend, or terminate this MAP Policy at any time, in whole or in part, at its sole discretion. MAP price lists, covered products, and enforcement procedures may also be updated from time to time.

Dealers are responsible for staying informed of the current MAP Policy and applicable price schedules. Continued advertising and sale of American Chef products after any changes are communicated will be deemed acceptance of the updated policy.