# ELWOOD WINN

# TERMINATION AND
SEVERANCE AGREEMENT AND MUTUAL RELEASE

THIS
TERMINATION AND SEVERANCE AGREEMENT AND MUTUAL RELEASE (Agreement and
Release) is made by and between FRESH BRANDS, INC. (along with and including its
subsidiaries and affiliates, FBI) and ELWOOD F. WINN (Winn)
effective as of this November 14, 2003.

WHEREAS,
to further the best interests of both FBI and Winn, Winn has elected to voluntarily resign
from FBI effective as of this November 14, 2003 (Resignation Date), and
FBI has elected to accept such resignation, on the terms and conditions set forth below.

WHEREAS,
in consideration of Winn agreeing to the terms and conditions of this Agreement and
Release, FBI is willing to provide Winn with the severance payments and other additional
benefits described below, to which he would not otherwise be entitled.

NOW
THEREFORE, FBI and Winn, in consideration of the mutual promises herein contained and
other good and valuable consideration, the receipt and sufficiency of which are hereby
acknowledged, agree as follows:

| | 1. | Voluntary
Resignation. As a result of Winns decision to voluntarily
                    resign from FBI on the terms set forth herein, Winns employment
with FBI                     will terminate in all respects effective for all purposes
immediately. Winn also                     hereby resigns as an officer and director of
FBI (including Fresh Brands                     Distributing, Inc. (FBDI) and
Dicks Supermarkets, Inc.                     (DSI)), effective
immediately. FBI hereby accepts such resignations,                     including on
behalf of FBDI and DSI.
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| | 2. | Transition
Plan; Consulting Services. In exchange for the severance                     payments
and other additional benefits provided hereunder to which he would not
                    otherwise have been entitled, Winn: (i) has prepared and submitted to
FBI a list                     of all of his pending matters that he is working on and a
transition plan                     associated with each such matter and (ii) from the
Resignation Date through                     February 13, 2004, Winn shall provide
telephonic consulting services on an                     as needed basis as
may be reasonably requested by or on behalf of                     FBI.
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| | 3. | Severance
Payments and Other Additional Benefits. Subject to Winns
                    compliance with this Agreement and Release:
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| | A. | On or before November 26, 2003, FBI will pay Winn for his 20 unused vacation
                    days (less required withholdings). After the Resignation Date, as severance
                    payments hereunder and in consideration of Winns other covenants
                    hereunder, FBI will continue to pay Winn the pro rata amount of his current base
                    salary compensation (less required withholdings) through February 13, 2004. Such
                    severance payments will be paid on FBIs normal payroll dates.
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| | B. | After the Resignation Date, Winn will be offered COBRA coverage eligibility for
                    family health and dental insurance coverage. Should Winn wish to carry COBRA
                    coverage, he will be responsible for personally paying all of the necessary
                    premium payments. Details of COBRA coverage will be provided separately to Winn
                    upon his request.
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| | C. | Other than as set forth above, Winns coverage under all other group
                    benefits programs maintained by FBI will cease as of the Resignation Date.
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| | D. | After the Resignation Date, Winn may exercise his currently outstanding stock
                    options (the Option Agreements) pursuant to the terms and conditions
                    of such Option Agreements.
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| | E. | After the Resignation Date, subject to the terms of FBDIs Retirement
                    Savings Plan and Executive Benefit Restoration Plan, Winn shall be entitled to
                    receive the vested balances in his accounts within such plans.
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| | F. | FBI shall provide mutually agreed upon appropriate positive job references to
                    third parties upon Winns or such parties request. FBI shall not
                    discuss Winn or his job performance with any third parties in a manner that is
                    inconsistent with such job references.
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| | G. | During the three month period immediately following the Resignation Date, FBI
                    shall continue to provide Winn a cellular telephone with the cost thereof to be
                    paid by FBI so long as such cost is reasonable in light of previous costs
                    incurred by FBI for Winns telephone.
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| | H. | Winn is not entitled to, and hereby waives, any other severance, compensation or
                    bonuses, or other benefits, except as otherwise specifically provided in this
                    Agreement and Release or in the Option Agreements.
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| | 4. | Access.
Winns access to FBIs offices will end on Sunday,                     November 16,
2003. When Winn delivers this Agreement and Release to FBI, he                     shall
also deliver all keys and/or access cards.
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| | 5. | Return
of All FBI Documents and Property. No later than Sunday, November
                    16, 2003, Winn will return to FBI all documents and property
(including, without                     limitation, all records, memoranda, notes,
correspondence, client information,                     reports, manuals, plans, computer
discs, tapes and files, printouts, software,                     presentations and the
like, including all copies thereof, computers, telephones,                     PDAs,
equipment, and the like) in his possession or under his control pertaining
                    to FBIs business, excluding only Winns personal files and
property;                     provided, however, that Winn shall return the cellular
telephone provided to him                     by FBI on or before February 13, 2004. Winn
will not copy or cause to be copied                     any of FBIs records nor
cause a removal of any record, document or                     property belonging to FBI
from the premises without authorization from FBI.
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| | 6. | Noncompetition
and Confidentiality Obligations. In exchange for the                     severance
payments and other additional benefits provided hereunder to which he
                    would not otherwise have been entitled:
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| | A. | Winn hereby agrees not to, for a period from and after the Resignation Date
                    through December 31, 2004 (the Noncompetition Period):
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| | (i) | engage
in, continue in or carry on any business which competes with any of
                    FBIs existing corporate or franchised supermarkets (the
                    Stores), including owning or controlling any financial
interest in                     any corporation, partnership, firm or other form of
business organization which                     is so engaged;
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| | (ii) | consult
with, advise or assist in any way, whether or not for consideration, any
                    corporation, partnership, firm or other business organization which
is now or                     becomes a competitor of any of the Stores in any respect
including, but not                     limited to, advertising or otherwise endorsing the
products of any such                     competitor; soliciting customers or otherwise
serving as an intermediary for any                     such competitor; loaning money or
rendering any other form of financial                     assistance to or engaging in
any form of business transaction on other than an                     arms length
basis with any such competitor;
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| | (iii) | hire,
offer to hire, or solicit for employment any person who, at any time
                    during the Noncompetition Period, has been an employee of FBI,
without the prior                     consent of FBI, until such person has been
separated from employment by FBI for                     at least 180 days; or
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| | (iv) | engage
in any practice, the purpose of which is to evade the provisions of this
                    covenant not to compete or to commit any act which adversely affects
any of the                     Stores or FBI;
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| | provided,
however, that the foregoing shall not prohibit the ownership of securities of
corporations which are listed on a national securities exchange or traded in the national
over-the-counter market in an amount which shall not exceed 5% of the outstanding shares
of any such corporation. FBI and Winn agree that the geographic scope of this covenant
not to compete shall be limited to the State of Wisconsin. FBI and Winn agree that FBI
may sell, assign or otherwise transfer this covenant not to compete, in whole or in part,
to any person, corporation, firm or entity. In the event a court of competent
jurisdiction determines that the provisions of this covenant not to compete are
excessively broad as to duration, geographical scope or activity, it is expressly agreed
that this covenant not to compete shall be construed so that the remaining provisions
shall not be affected, and shall remain in full force and effect, and any such over broad
provisions shall be deemed, without further action on the part of any person, to be
modified, amended and/or limited, but only to the extent necessary to render the same
valid and enforceable in such jurisdiction. Winn recognizes and agrees that additional
consideration to which he would not otherwise be entitled is being provided to him
hereunder in exchange for his foregoing obligations.
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| | B. | Winn
hereby agrees not to, for a period of two years from and after the
               Resignation Date, participate or engage in any activity whatsoever, either
               directly or indirectly, in connection with or in support of any indication
of                interest, proposal, offer or other transaction to acquire all, or any
               substantial part, of FBI.
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| | C. | Prior
to and for an indefinite period after the Resignation Date, Winn will not
               directly or indirectly disclose to any person or entity (other than FBI or
one                of its representatives or agents), or otherwise use for Winns
own or any                other purposes, any confidential or proprietary information
related in any way                to FBI or its clients or prospects that Winn has
received or learned of as an                employee of FBI, without the prior written
consent of an FBI officer. Winn                understands and agrees that this is an
absolute and strict obligation of                confidentiality and nonuse of
information important to FBIs continued                business success.
Additionally, Winn will not at any time divulge the                circumstances or terms
of this Agreement (however, Winn is free to discuss the                terms of this
Agreement with his immediate family members and with legal and tax
               advisors as necessary to obtain advice and assistance, as required by any
court                order or as reasonably required to prosecute or defend an action for
breach of                this Agreement). Winn recognizes and agrees that additional
consideration to                which he would not otherwise be entitled is being
provided to him hereunder in                exchange for his foregoing obligations.
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| | D. | In
the event of any breach by Winn of any of the covenants herein contained in
               this Section 6, it is specifically understood and agreed that FBI
shall be                entitled, in addition to any other remedy which it may have, to
equitable relief                by way of injunction or otherwise.
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| | E. | The
foregoing restrictions in this Section 6 are deemed fair and reasonable
               to FBI and Winn, and Winn acknowledges and agrees that these restrictions
are                necessary to protect FBI from the unfair competition of Winn who, as a
result of                his association and position with FBI, has had access to, used
and acquired                confidential information of FBI pertaining to its customers,
business and                operation. Winn acknowledges and agrees that such
confidential information is of                special and unique value to, and
constitutes a valuable asset of, FBI, and that                the duration and scope of
the restrictive covenants contained herein are                reasonable and necessary to
protect FBI.
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| | 7. | Winns Release.
| | -- | ---------------

| | A. | In
consideration of the severance payments and additional benefits provided to
               Winn herein to which he would not otherwise have been entitled, Winn,
               individually, and as an officer, director, employee and shareholder of FBI
and                in all other capacities, does hereby fully and completely forever
discharge,                waive and release, and covenants not to sue, FBI and its past,
present and                future employees, agents, representatives, officers, directors
and shareholders,                from and with respect to any and all actions, causes of
action, claims, demands,                damages, liabilities, costs, expenses and/or
compensation of any kind and nature                whatsoever (collectively and
individually, Claims) on account of, or                in any way growing out
of, any and all known and unknown facts, circumstances or                matters
resulting from or related to (i) Winns employment with FBI;
               and/or (ii) the termination of Winns employment with FBI;
provided,                however, that this release does not relate to any claims for a
breach or default                by FBI of this Agreement and Release and/or the Option
Agreements.
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| | B. | By
way of example only and without in any way limiting the generality of the
               foregoing language, Winns release includes a complete release of any
and                all Claims under the Title VII of the Civil Rights Act of 1964, as
amended, 42                U.S.C. §2000e et seq.; the Americans with
Disabilities Act of 1991,                42 U.S.C. §12l1-1217; the Rehabilitation
Act of 1973, as amended, through                1988; the Employment Retirement Income
Security Act of 1974, 29 U.S.C.                §1001 et seq.; the Fair Labor
Standards Act of 1938, 29 U.S.C.                §201 et seq.; the National
Labor Relations Act, 29 U.S.C. §151 et seq.; the Family and Medical Leave Act
of 1993, 29 U.S.C. §2601 et seq.; the Wisconsin Fair Employment Law, § 111.33,
et                seq., Wis. Stats.; the Wisconsin Family and Medical Leave Act,
§               103.10, Wis. Stats., and any other federal, state or local statute,
ordinance or                regulation dealing in any respect with employment,
discrimination or termination                of employment, and in addition, from any
Claims brought on the basis of alleged                wrongful or retaliatory discharge,
breach of an oral or written contract,                misrepresentation, defamation,
interference with contract or tortuous conduct.
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| | C. | It
is the intention of Winn in executing this Agreement and Release that these
               provisions of this Section 7 shall be effective as a complete bar to
each                and every Claim hereinabove described and that these provisions shall
be binding                upon Winn and his agents, attorneys, personal representatives,
executors,                administrators, heirs, beneficiaries, successors and assigns.
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| | 8. | FBIs Release.
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| | A. | FBI
does hereby fully and completely forever discharge, waive and release, and
               covenants not to sue, Winn and his agents, attorneys, representatives,
               successors and assigns from any and all Claims on account of, or in any
way                growing out of, any and all known and unknown facts, circumstances or
matters                resulting from or related to Winns employment or the
termination of his                employment or both at FBI; provided, however, that this
release does not relate                to any claims for a breach or default by Winn of
this Agreement and Release                and/or the Option Agreements.
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| | B. | It
is the intention of FBI in executing this Agreement and Release that these
               provisions of this Section 8 shall be effective as a complete bar to
each                and every Claim hereinabove described and that these provisions shall
be binding                upon FBI and its past, present and future employees, agents,
attorneys,                representatives, officers, directors, successors and assigns.
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| | 9. | Non-Disparagement; Cooperation; Publicity. From and after the execution
               of this Agreement and Release, Winn will not act in any way to harm or disrupt
               FBIs business or personal relationships with its shareholders,
               franchisees, franchisee prospects, acquisition prospects, employees, vendors,
               banks, bank prospects, landlords, landlord prospects or other business
               relationships, or disparage in any way FBI or any of its directors, officers,
               employees, shareholders or business operations.
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| | 10. | Unemployment Compensation. This Agreement and Release will not bar Winn
               from filing for unemployment compensation. FBI will not contest any unemployment
               compensation claim by alleging voluntary resignation or misconduct, if such a
               claim is filed.
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| | 11. | Acceptance. Winn acknowledges that he has had sufficient time to read
               this Agreement and Release and consider his acceptance of this Agreement and
               Release and voluntarily enters into this Agreement and Release with full
               knowledge of its meaning and consequences. In entering into this Agreement and
               Release, Winn is relying on his own judgment and knowledge and not on
               representations or statements made by FBI, its shareholders, directors,
               officers, employees or agents. Winn is aware of his right to consult an attorney
               before entering into this Agreement and Release. Winn has executed this
               Agreement and Release in consideration for the substantial severance benefits
               described above and Winn acknowledges and agrees that these payments represent
               substantial consideration in addition to anything of value that he is otherwise
               entitled to receive from FBI. These severance payments are sufficient to fully
               support this Agreement and Release and the termination of Winns
               employment.
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| | 12. | Revocation. For a period of seven (7) days following the execution of
               this Agreement and Release, Winn may revoke it in writing to the Chairman of the
               Board of Directors of FBI. This Agreement and Release will not become effective
               or enforceable until the revocation period has expired. If this Agreement and
               Release is revoked by Winn, then any payment made in accordance with it shall be
               immediately repaid by Winn to FBI and all future obligations or agreements of
               FBI and Winn hereunder shall be null and void.
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| | 13. | Non-Admission. The parties participation in this Agreement and
               Release is not to be construed an admission of any wrongdoing or liability
               whatsoever by or on behalf of FBI, its employees or agents or Winn.
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| | 14. | Governing Law. This Agreement and Release shall be construed and enforced
               in accordance with the laws of the State of Wisconsin.
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| | 15. | Relationship of Severance Benefits to Winns Rights Under Other Benefit
               Plans. Winn agrees that the severance payments and other additional benefits
               and other consideration payable to him hereunder shall not be taken into account
               for purposes of determining his benefits under any other qualified or
               nonqualified plans of FBI.
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| | 16. | Violation of this Agreement and Release-Loss of Benefits and Payment of
               Costs. If Winn breaches or violates this Agreement and Release in any way or
               if Winn brings an action asking that the Agreement and Release be declared
               invalid or unenforceable, Winn will tender back to FBI all payments, severance
               payments and other additional benefits and other consideration which Winn has
               received as consideration for this Agreement and Release (including under the
               Option Agreements and together with interest thereon at the prime rate), and all
               such future payments, severance benefits and other consideration shall
               immediately cease and be null and void. If Winns action is unsuccessful or
               if FBI successfully brings an action for his failure to comply with the terms of
               this Agreement and Release, Winn further agrees that he will pay all costs,
               expenses and reasonable attorneys fees incurred by FBI in its successful
               defense against the action Winn brought or in its successful prosecution of the
               action FBI brought. However, the previous two sentences shall not be applicable
               if Winn brings an action challenging the validity of this release under the Age
               Discrimination in Employment Act (which Winn may do without penalty under this
               Agreement and Release).
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| | 17. | Entire Agreement. This Agreement and Release constitutes the entire
               agreement between the parties.
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IN
WITNESS WHEREOF, the parties have duly executed this Agreement and Release as of the
date first set forth above.

| | FRESH BRANDS, INC.             
| | -------------------------------
| | By:  /s/ Walter G. Winding, III
| | Walter G. Winding, III         
| | Chairman of the Board          

I HEREBY ACKNOWLEDGE THAT I HAVE READ
THE FOREGOING DOCUMENT, UNDERSTAND ITS CONTENTS, AND AGREE TO ITS TERMS AND CONDITIONS OF
MY OWN FREE WILL. I UNDERSTAND THAT MY AGREEMENT CONTAINS A FINAL GENERAL RELEASE AND THAT
I CAN MAKE NO FURTHER CLAIMS AGAINST FBI, OR AGAINST ANY OF ITS PRESENT OR FORMER
SHAREHOLDERS, DIRECTORS, OFFICERS, EMPLOYEES, AGENTS OR REPRESENTATIVES IN CONNECTION WITH
MY EMPLOYMENT BY FBI OR THE TERMINATION OF MY EMPLOYMENT WITH FBI.

/s/ Elwood F. Winn Elwood F. Winn

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