VERMONT PURE HOLDINGS LTD
DEF 14A, 1996-08-02
GROCERIES & RELATED PRODUCTS
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                                  SCHEDULE 14A
                     INFORMATION REQUIRED IN PROXY STATEMENT
                            SCHEDULE 14A INFORMATION
                Proxy Statement Pursuant to Section 14(a) of the
                Securities Exchange Act of 1934 (Amendment No. )

Filed by the  registrant |X| 
Filed by a party other than the registrant |_|

Check the  appropriate  box: 
|_|  Preliminary  proxy  statement 
|X|  Definitive  proxy  statement 
|_|  Definitive  additional  materials 
|_|  Soliciting material pursuant to Rule 14a-11(c) or Rule 14a-12

                           Vermont Pure Holdings, Ltd.
                (Name of Registrant as Specified in Its Charter)

                                Timothy G. Fallon
                   (Name of Person(s) Filing Proxy Statement)

Payment of filing fee (Check the appropriate box):
|X|  $125 per Exchange Act Rule 0-11(c)(1)(ii), 14a-6(j)(2).
|_|  $500 per each party to the controversy pursuant to 
       Exchange Act Rule 14a-6(i)(3).
|_|  Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11.

(1)  Title of each class of securities to which transaction applies:

(2)  Aggregate number of securities to which transactions applies:

(3)  Per unit price or other underlying value of transaction computed pursuant 
     to Exchange Act Rule 0-11 (1)

(4)  Proposed maximum aggregate value of transaction:

|_|  Check  box if any part of the fee is  offset  as  provided  by
     Exchange Act Rule 0-11(a)(2) and identify the filing for which
     the offsetting fee was paid previously.  Identify the previous
     filing  by  registration  statement  number,  or the  form  or
     schedule and the date of its filing.

(1)  Amount previously paid:

(2)  Form, schedule or registration statement no.:

(3)  Filing party:

(4)  Date filed:

- ------------------
(1)  Set forth the amount on which the filing fee is calculated and state how 
     it was determined.


<PAGE>

                           VERMONT PURE HOLDINGS, LTD.
                       Route 66, Catamount Industrial Park
                             Randolph, Vermont 05060
                              --------------------

                    NOTICE OF ANNUAL MEETING OF STOCKHOLDERS
                          TO BE HELD SEPTEMBER 6, 1996
                              --------------------


                  NOTICE IS HEREBY GIVEN that the Annual Meeting of Stockholders
of Vermont Pure Holdings,  Ltd.  ("Company")  will be held at Vermont  Technical
College,  Randolph Center, Vermont on September 6, 1996 at 1:30 P.M. local time,
for the following purposes:

                  1.   To elect seven directors to hold office until the Annual 
                       Meeting of Stockholders in 1997 and until their 
                       respective successors have been duly elected and 
                       qualified;

                  2.   To transact such other business as may properly come 
                       before the meeting, and any adjournment(s) thereof.

                  The transfer books will not be closed for the Annual  Meeting.
Only  stockholders  of record at the close of  business on July 25, 1996 will be
entitled to notice of, and to vote at, the meeting and any adjournments thereof.

                  YOU ARE  URGED TO READ THE  ATTACHED  PROXY  STATEMENT,  WHICH
CONTAINS  INFORMATION  RELEVANT  TO THE ACTIONS TO BE TAKEN AT THE  MEETING.  IN
ORDER TO ASSURE THE  PRESENCE  OF A QUORUM,  WHETHER OR NOT YOU EXPECT TO ATTEND
THE MEETING IN PERSON, PLEASE SIGN AND DATE THE ACCOMPANYING PROXY CARD AND MAIL
IT PROMPTLY IN THE ENCLOSED ADDRESSED,  POSTAGE PREPAID ENVELOPE. YOU MAY REVOKE
YOUR PROXY IF YOU SO DESIRE AT ANY TIME BEFORE IT IS VOTED.

                                      By Order of the Board of Directors



                                      Robert C. Getchell
                                      Secretary

Randolph, Vermont
July 30, 1996


<PAGE>

                           VERMONT PURE HOLDINGS, LTD.

                                 PROXY STATEMENT

                               GENERAL INFORMATION

         This Proxy  Statement  and the enclosed  form of proxy are furnished in
connection with  solicitation of proxies by the Board of Directors  ("Board") of
Vermont Pure  Holdings,  Ltd.  ("Company")  to be used at the Annual  Meeting of
Stockholders of the Company to be held on September 6, 1996, and any adjournment
or adjournments thereof ("Annual Meeting").  The matters to be considered at the
Annual Meeting are set forth in the attached Notice of Meeting.

         The  Company's  executive  officers are located at Route 66,  Catamount
Industrial Park, Randolph,  Vermont 05060. This Proxy Statement and the enclosed
form of proxy are first being sent to stockholders on or about July 30, 1996.

Record Date and Outstanding Shares

         The  Board has fixed  the  close of  business  on July 25,  1996 as the
record date for the determination of stockholders  entitled to notice of, and to
vote at,  the  Annual  Meeting.  Only  stockholders  of  record  at the close of
business on that date will be entitled to vote at the Annual  Meeting or any and
all  adjournments  thereof.  As of July 25,  1996,  the  Company  had issued and
outstanding  9,678,268  shares of Common Stock, par value $.001 ("Common Stock")
comprising  all of the  Company's  issued and  outstanding  voting  stock.  Each
stockholder of the Company will be entitled to one vote for each share of Common
Stock.

Solicitation and Revocation

         Proxies  in the form  enclosed  are  solicited  by and on behalf of the
Board.  The persons  named in the proxy have been  designated  as proxies by the
Board.  Any proxy given pursuant to such  solicitation  and received in time for
the Annual Meeting will be voted as specified in such proxy.  If no instructions
are given, proxies will be voted "FOR" the election of the nominees listed below
under  "Election of Directors" and in the discretion of the proxies named on the
proxy card with respect to any other matters properly brought before the meeting
and any adjournments thereof. In such unanticipated event that any other matters
are properly  presented at the Annual  Meeting for action,  the persons named in
the proxy will vote the  proxies in  accordance  with their best  judgment.  Any
proxy given pursuant to this  solicitation  may be revoked by the stockholder at
any time  before  it is  exercised  by  written  notification  delivered  to the
Secretary  of the  Company,  by voting in person at the  Annual  Meeting,  or by
delivering  another proxy bearing a later date.  Attendance by a stockholder  at
the Annual Meeting does not alone serve to revoke his or her proxy.

Quorum

         The  presence,  in person or by proxy,  of a majority  of the shares of
Common Stock entitled to vote at the Annual Meeting will  constitute a quorum at
the Annual Meeting.  A proxy submitted by a stockholder may indicate that all or
a  portion  of the  shares  represented  by  such  proxy  are  not  being  voted
("stockholder  withholding") with respect to a particular matter.  Similarly,  a
broker may not be permitted  to vote stock  ("broker  non-vote")  held in street
name on a particular  matter in the absence of instructions  from the beneficial
owner of such stock.  The shares subject to a proxy which are not being voted on
a  particular  matter  (because  of  either  stockholder  withholding  or broker
non-vote) will not be considered  shares entitled to vote on such matter.  These
shares, however, may be considered present and entitled to vote on other matters
and will count for purposes of determining the presence of a quorum,  unless the
proxy indicates that such shares are not being voted on any matter at the Annual
Meeting,  in  which  case  such  shares  will not be  counted  for  purposes  of
determining the presence of a quorum.



<PAGE>


Voting

         Under  "Election of Directors,"  the persons  nominated for election as
directors  will be elected  by a  plurality  of the  shares  voted at the Annual
Meeting.  "Plurality"  means that the nominees who receive the highest number of
votes cast "FOR" will be elected as the directors of the Company for the ensuing
year. Consequently,  any shares not voted "FOR" a particular nominee (because of
either  stockholder  withholding or broker non-vote) will not be counted in such
nominee's favor.

Security Ownership of Certain Beneficial Owners

         The table and  accompanying  footnotes on the following pages set forth
certain  information as of July 25, 1996 with respect to the stock  ownership of
(i) those persons or groups who  beneficially  own more than 5% of the Company's
Common Stock, (ii) each director and director-nominee of the Company,  (iii) the
Company's  Chief  Executive  Officer  and each of the  Company's  next four most
highly  compensated  executive officers whose individual  compensation  exceeded
$100,000  in the year  ended  December  31,  1995,  and (iv) all  directors  and
executive  officers of the Company as a group (based upon information  furnished
by such  persons).  Shares of Common Stock issuable upon exercise of options and
warrants which are currently  exercisable  or exercisable  within 60 days of the
date of this Proxy Statement have been included in the following table.

                               Amount and Nature of         Percentage of
Owner's Name and Address       Beneficial Ownership   Outstanding Shares Owned

Frank G. McDougall, Jr.              70,000(1)                   0.7%
32 Hard Place
Quechee, Vermont  05059

Timothy G. Fallon                   202,000(2)                   2.0%
41 Sarles Street
Bretton Ridge Estates
Mt. Kisco, New York 10549

Robert C. Getchell                   25,000(3)                   0.2%
15 Clarina Nichols Lane
Quechee, Vermont 05050

David R. Preston                      2,000(4)                    *
115-117 Stage Harbor Road
Chatham, MA  02633

Norman E. Rickard                    22,000(3)                   0.2%
1 Bretton Ridge Road
Mt. Kisco, NY  10549

Beat Schlagenhauf                    20,000(3)                   0.2%
Schlagenhauf & Partners, A.G.
Parkring 57
Postfach 524
8027 Zurich, Switzerland

Richard Worth                        20,000(3)                   0.2%
R.W. Frookies, Inc.
The Bay Complex, Bay Street
Sag Harbor, New York 11963

H. T. Ardinger                      620,000(5)                   6.4%
6800 West 115th Street
Overland Park, KS 66211

M. Dolores Paoli                    687,500(6)                   7.1%
1177 Summer Street
Stamford, CT 06905

All Officers and Directors          383,500(7)                   3.8%
as a group (8 Individuals)


                                        2

<PAGE>


*        Less than .1%.

(1)      Includes  70,000  shares of Common  Stock  issuable  upon  exercise  of
         immediately  exercisable stock options.  Does not include 30,000 shares
         of Common Stock  issuable  upon exercise of stock options which vest in
         the future.

(2)      Includes  200,000  shares of Common  Stock  issuable  upon  exercise of
         immediately  exercisable stock options. Does not include 230,000 shares
         of Common Stock  issuable  upon exercise of stock options which vest in
         the future.

(3)      Includes  20,000  shares of Common  Stock  issuable  upon  exercise  of
         immediately  exercisable stock options.  Does not include 40,000 shares
         of Common Stock  issuable  upon exercise of stock options which vest in
         the future.

(4)      Does not include 60,000 shares of Common Stock issuable upon exercise 
         of stock options which vest in the future.

(5)      Includes 100,000 shares of Common Stock held in trust for Donna 
         Ardinger, Deborah Ardinger, Sharon Ardinger and Beverly Ardinger; and 
         70,000 shares of Common Stock held by H. T. Ardinger & Sons Co.

(6)      Does not  include  405,000  shares of  Common  Stock  owned by  Heights
         Development  Corp.  ("HDC"),  a corporation in which Ms. Paoli is a 15%
         shareholder.  Ms. Paoli's  sister,  Gloria Paoli,  owns 85% of HDC. Ms.
         Paoli  disclaims  beneficial  ownership  of the shares of Common  Stock
         owned by HDC.

(7)      Includes  372,500  shares of Common  Stock  issuable  upon  exercise of
         immediately  exercisable stock options. Does not include 512,500 shares
         of Common Stock  issuable  upon exercise of stock options which vest in
         the future.

Compliance with Section 16(a) of the Exchange Act

                  Section  16(a) of the  Securities  Exchange  Act of  1934,  as
amended, requires the Company's officers, directors and persons who beneficially
own  more  than ten  percent  of a  registered  class  of the  Company's  equity
securities ("ten percent stockholders") to file reports of ownership and changes
in ownership with the Securities and Exchange Commission (SEC") and the National
Association  of Securities  Dealers,  Inc.  Officers,  directors and ten percent
stockholders are charged by SEC regulation to furnish the Company with copies of
all Section 16(a) forms they file.

                  Based  solely  on its  review  of the  copies  of  such  forms
received by it, the Company believes that during the Company's fiscal year ended
October 28, 1996,  all  required  reports on Form 3 and 4 were filed on a timely
basis.
                              ELECTION OF DIRECTORS

                  The persons listed below have been  designated by the Board as
candidates  for election as directors to serve until the next annual  meeting of
stockholders  or  until  their  respective  successors  have  been  elected  and
qualified.  Unless  otherwise  specified  in the  form  of  proxy,  the  proxies
solicited  by  the  management  will  be  voted  "FOR"  the  election  of  these
candidates. In case any of these nominees become unavailable for election to the
Board, an event which is not anticipated, the persons named as proxies, or their
substitutes,  shall have full  discretion  and authority to vote or refrain from
voting for any other nominee in accordance with their judgment.


                                        3

<PAGE>

Name                        Age     Position

Frank G. McDougall, Jr.     46      Chairman of the Board
Timothy G. Fallon           42      Chief Executive Officer, President
                                        and Director
Robert C. Getchell          46      Secretary and Director
David R. Preston            55      Director
Norman E. Rickard           59      Director
Beat Schlagenhauf           43      Director
Richard Worth               45      Director

         Frank G.  McDougall,  Jr. has been the Chairman of the Board since June
1994.  Since January 1995,  Mr.  McDougall has been a part-time  employee of the
Company.  From  December  1993 until  January  1995,  Mr.  McDougall  acted as a
consultant to the Company in the areas of management  and  government  relations
and regulation through Frank McDougall Associates,  a management company founded
in October  1993, of which Mr.  McDougall was the founder and is the  principal.
Since April 1996, Mr.  McDougall has provided  services  through Frank McDougall
Associates  as the  Director  of  Corporate  and  Government  Relations  for the
Dartmouth  Hitchcock  Medical Center and the Lahey Hitchcock  Clinic.  From July
1990  to  October  1993,  Mr.  McDougall  was the  Secretary  of the  Agency  of
Development and Community Affairs of the State of Vermont.

         Timothy G. Fallon has been the Chief  Executive  Officer and  President
and a Director of the Company since November 1994. From January 1992 to November
1994, Mr. Fallon was the Senior Vice  President  Sales and Marketing for Cadbury
Beverages,  Inc.  From  October  1989 to  December  1991,  Mr.  Fallon  was Vice
President  of Sales for Canada Dry USA, a division  of Cadbury  Beverages,  Inc.
From July 1984 to September  1989,  Mr. Fallon served as Vice  President - Sales
and Marketing for Pepsi Cola Bottling Company New York City, Inc.

         Robert C.  Getchell has been a director of the Company  since  December
1994.  On December 6, 1995,  Mr.  Getchell was  appointed  the  Secretary of the
Company. Mr. Getchell has been a principal of Getchell Professional Association,
a firm of certified public  accountants in Quechee,  Vermont,  for more than the
past five  years.  In June 1996,  Mr.  Getchell  was named the  Chairman  of the
Vermont Economic Development Authority.

         David R. Preston has been a director of the Company since October 1995.
Mr. Preston has been a consultant and adjunct professor of Suffolk University in
Boston,  Massachusetts  since  September  1994. From 1990 to September 1994, Mr.
Preston was a division president at Kayser-Roth Corporation,  a sock and hosiery
manufacturer,  located in Greensboro,  North Carolina.  Mr. Preston is a retired
division president and corporate officer of the Gillette Company.

         Norman E.  Rickard has been a director  of the Company  since May 1995.
Mr.  Rickard  has  been  the  President  of  Xerox  Business  Services  of Xerox
Corporation since 1992. Mr. Rickard has been employed by Xerox Corporation since
1967 in  various  capacities,  including  Director  of  Business  Effectiveness,
Director of the Worldwide  Strategic  Manufacturing  project,  Director of Staff
Operations and Vice President of Quality.

         Beat  Schlagenhauf  has been a Director of the Company since July 1993.
Mr.  Schlagenhauf  has been a principal of  Schlagenhauf & Partner,  a portfolio
management company in Zurich, Switzerland, for more than the past five years.

     Richard Worth has been a Director of the Company since June 1994. Mr. Worth
has been the Chief  Executive  Officer  and  President  and a  director  of R.W.
Frookies, Inc., a manufacturer and marketer of cookies and snack products, since
1985. R.W. Frookies,  Inc. currently is ranked the eighth largest cookie company
in the United States.  From 1978 to 1985,  Mr. Worth owned and operated  Sorrell
Ridge, Inc., a manufacturer and marketer of jams.

Executive Compensation

     The following  tables show the cash  compensation  paid by the Company,  as
well as certain  other  compensation  paid or accrued,  to each of the two named
executive  officers  (including the Chief Executive  Officer) of the Company for
the fiscal years ended October 30, 1993,  October 29, 1994 and October 28, 1995,
options granted to such executive  officers during the fiscal year ended October
28, 1995, and the value of all options granted to such executive officers at the
end of the fiscal year ended October 28, 1995.

                                        4

<PAGE>
- --------------------------------------------------------------------------------
                           SUMMARY COMPENSATION TABLE
- --------------------------------------------------------------------------------
<TABLE>
<CAPTION>                                                                        
Name and Principal Position                                   Other         Long Term Compensation
                                                 Annual       Annual      --------------------------
                                      Fiscal   Compensation   Compen-     Options/      All Other
                                       Year      Salary ($)   sation($)   (#Shares)   Compensation $
- ----------------------------------------------------------------------------------------------------
<S>                                    <C>      <C>           <C>         <C>           <C>   
Timothy G. Fallon(1)                   1995     $172,000      $75,000     400,000       $14,400
Chief Executive Officer and President
- ----------------------------------------------------------------------------------------------------
M. Dolores Paoli(2)                    1995     $100,000          --        5,000       $22,000
Secretary, Treasurer and               1994     $100,000          --       20,000       $22,000
  General Counsel                      1993     $100,000          --       30,000       $22,000
====================================================================================================
<FN>
(1)      Mr. Fallon commenced employment with the Company on November 4, 1994.  The amounts under "Annual Compensation 
         Salary" and "Other Annual Compensation" represent payments associated with Mr. Fallon's employment agreement and
         the amount under "All Other Compensation" represents a car allowance.
(2)      Ms. Paoli resigned as Secretary,  Treasurer and General Counsel of the Company on December 6, 1995.  The amounts
         under "All Other Compensation" represent a retirement benefit equal to $10,000 and car  allowance of $12,000 paid 
         in each of the three fiscal years.  No compensation has been paid to Ms. Paoli since her resignation.
</FN>
</TABLE>
- -------------------------------------------------------------------------------
                    OPTIONS/SHARES GRANTS IN LAST FISCAL YEAR
- -------------------------------------------------------------------------------
<TABLE>                                                                 
<CAPTION>
                              Individual Grants                                                                  
                      --------------------------------                                       Potential Realizable Value at
                                          % of Total                                         Assumed Annual Rates of Stock
                                        Options/Shares                Market                 Price Appreciation for Option
                                          Granted to     Exercise    Price on                           Term(1)
                        Options/Shares   Employees in      Price      Date of   Expiration   -----------------------------          
 Name                      Granted (#)    Fiscal Year    ($/Share)   Grant ($)     Date      0% ($)    5% ($)     10% ($)
- --------------------------------------------------------------------------------------------------------------------------
<S>                         <C>               <C>          <C>        <C>        <C>          <C>     <C>         <C>
Timothy G. Fallon
Chief Executive Officer     400,000           52%          $2.25      $2.25      12/01/99     -0-     $194,000    $417,600
  and President
- --------------------------------------------------------------------------------------------------------------------------
Ms. Dolores Paoli(2)
Secretary, Treasurer and      5,000            8%          $3.30      $3.00       11/3/98      --         --         --
  General Counsel
==========================================================================================================================
<FN>
(1)   Based on difference between aggregate market price on the date of grant and the aggregate exercise
      prices of the options granted.
(2)   Ms. Paoli resigned as Secretary, Treasurer and General Counsel of the Company on December 6, 1995 and as a result of
      such resignation all the options granted to Ms. Paoli were cancelled  pursuant to the terms of the option agreement.
</FN>
</TABLE>
- -------------------------------------------------------------------------------
                        AGGREGATE YEAR-END OPTION VALUES
- -------------------------------------------------------------------------------
<TABLE>
<CAPTION>
                                       Number of unexercised options     Value of unexercised in-the-money
                                           at fiscal year-end (#)         options at fiscal year-end ($)(1)
                                       -----------------------------     ----------------------------------
Name                                   Exercisable     Unexercisable     Exercisable         Unexercisable
- -----------------------------------------------------------------------------------------------------------
<S>                                       <C>              <C>                <C>                 <C>   
Timothy G. Fallon                         100,000          300,000            -0-                 -0-
President and Chief Executive Officer
- -----------------------------------------------------------------------------------------------------------
M. Dolores Paoli(2)                         5,000            -0-              -0-                 -0-
Secretary, Treasurer and General Counsel
===========================================================================================================
<FN>
(1)   As of October 28, 1995, the market value of a share of Common Stock was  $1.50 which was less than
      the per share exercise price of Mr. Fallon's option of $2.25.
(2)   Ms. Paoli resigned as Secretary,  Treasurer and General  Counsel of the Company on December 6, 1995 
      and as a result of such resignation all the options granted to Ms. Paoli were  cancelled  pursuant to 
      the terms of the option agreement.
</FN>
</TABLE>
                                       5

<PAGE>

         The Company cannot determine,  without  unreasonable effort or expense,
the specific amount of certain personal benefits  afforded to its employees,  or
the extent to which benefits are personal rather than business.  The Company has
concluded that the aggregate  amounts of such personal  benefits which cannot be
specifically  or precisely  ascertained  do not in any event exceed,  as to each
individual  named in the  preceding  table,  the lesser of $50,000 or 10% of the
compensation  reported in the preceding  table for such  individual,  or, in the
case of a group,  the lesser of $50,000 for each individual in the group, or 10%
of the compensation reported in the preceding table for the group, and that such
information  set  forth  in  the  preceding  table  is not  rendered  materially
misleading by virtue of the omission of the value of such personal benefits.

Executive Participation in Compensation Decisions and Compensation Committee; 
Audit Committee

         Compensation  decisions  during the period of  inception of the Company
through the fiscal year ended October 28, 1995 were made by the Company's Board.
Each of the named  executives  in the  Summary  Compensation  Table  served as a
director  during the periods  indicated in the table and the footnotes  thereto;
however,  each of the  executives  during  the  periods  reflected  in the above
Summary  Compensation  Table was employed under a written  employment  agreement
which,  in the case of Mr. Fallon,  was entered into before he was a director of
the Company.

         On January 13, 1995, the Board of the Company  appointed a Compensation
Committee.  The Compensation  Committee is empowered to make  recommendations to
the  Board  relating  to  the  overall  compensation   arrangements  for  senior
management  of the  Company and any  compensation  plans in which  officers  and
directors of the Company are eligible to participate.

         On May 12,  1995,  the  Compensation  Committee  reviewed  the exercise
prices of the options previously granted to the executive officers and directors
of the Company in light of the market  price of the Common  Stock which had been
substantially  less than the  exercise  price of the options for a  considerable
part of 1994 and all of 1995  until the date of the  meeting.  The  Compensation
Committee  then  recommended  to the Board  that all of the  options  granted to
executive  officers and directors be repriced.  After review,  the  Compensation
Committee believed the options represented  incentive  compensation for services
of such  persons,  and it was  necessary  to relate the  exercise  price of such
options more directly to the current market price of the Common Stock to provide
the necessary incentive  component.  In connection with its recommendation,  the
Compensation  Committee also considered the actual and projected sales, revenues
and  expenses  of the  Company.  As a  result  of the  Compensation  Committee's
recommendation  to the  Board,  the  Board  regranted  options  to  purchase  an
aggregate  of 753,000  shares of Common  Stock on the same  terms as  originally
granted  with the  exceptions  that the  exercise  prices of all such options be
reduced  to the  market  price  of  $2.25  on May 12,  1995,  and  that  options
previously granted to Mr. Timothy G. Fallon to purchase 133,332 shares of Common
Stock and  options  previously  granted to Mr.  Frank G.  McDougall  to purchase
70,000 shares of Common Stock of such shares were regranted as incentive options
under the Company's 1993 Performance  Equity Plan,  rather than as non-incentive
options, so as to take full advantage of the tax aspects of options available to
employees of the Company.

         On July 24, 1996, the Board of Directors  reviewed the  compensation of
the  directors  of the Company.  The review  covered the annual and meeting fees
paid to the outside directors, the options held by each director and the need to
provide for adequate  compensation in light of the frequency of meetings and the
amount of time the  individuals  have been  devoting and will be devoting to the
activities of the Board of Directors of the Company. As a result of this review,
the Board  granted to each  current  director  options to  purchase up to 30,000
shares of Common Stock, vesting at the rate of 10,000 options on July 24 in each
of 1997, 1998 and 1999. Of these options,  Mr. Fallon received 20,000 options as
incentive  options  and Mr.  McDougall  received  30,000  options  as  incentive
options,  each under the 1993  Performance  Equity Plan.  Each of the options is
exercisable at $2.50 per share and expires on July 24, 2006.

         On  January  13,  1995,  the Board of the  Company  appointed  an Audit
Committee. The Audit Committee, among other things, is empowered to recommend to
the Board the engagement of the independent auditors and to review the scope and
procedures  of the  activities  of the  independent  auditors and the reports on
their audits.  The Audit Committee will meet  periodically  with the independent
auditors and  management to review their work and confirm that they are properly
discharging their responsibilities.


                                        6

<PAGE>

Employment Arrangements

         On November 4, 1994, the Company  entered into an employment  agreement
with Mr.  Timothy G. Fallon  which  expires  November  1, 1998.  Pursuant to the
agreement,  Mr. Fallon acts as the Chief Executive  Officer and President of the
Company. The annual base salary is $172,000,  which will be reviewed annually by
the Board.  In addition,  Mr. Fallon  received single sum payments of $75,000 on
January 2, 1995 and  $50,000 on January 2, 1996.  Mr.  Fallon is  entitled to an
incentive bonus of $50,000 if in any fiscal year the Company has annual sales in
excess of  $12,500,000.  The incentive bonus will be increased to $75,000 if the
annual sales of the "Vermont  PureTM"  brand are in excess of  $20,000,000.  Mr.
Fallon is also entitled to a supplemental bonus of $100,000 in any year that the
Company and its  consolidated  subsidiaries as they existed on November 4, 1994,
has  positive  net  income  before  the  supplemental  bonus.  Pursuant  to  the
agreement, Mr. Fallon is prohibited from competing with the Company for a period
of two years following the termination of the agreement.  In connection with the
employment agreement, the Company granted Mr. Fallon an option to purchase up to
400,000  shares of Common Stock.  The exercise price was reduced on May 12, 1995
by the Board from $3.00 to $2.25, the then market price of the Common Stock, and
options  to  purchase  133,332  shares  of  Common  Stock  were  converted  from
non-incentive to incentive stock options.  Options to purchase 100,000 shares of
Common Stock become exercisable on each of November 4, 1994, 1995, 1996 and 1997
and remain  exercisable  until the close of business on December 1, 1999.  As of
the date of this Proxy  Statement,  Mr. Fallon has the right to purchase 200,000
shares of Common  Stock.  The Company has granted Mr. Fallon the right to demand
that the Company  register for public sale the shares of Common Stock underlying
the options.

         The Company  engaged  Mr.  Frank G.  McDougall,  Jr., a Director of the
Company,  as a consultant on a  nonexclusive  basis  principally in the areas of
management  and  government  relations and  regulation  from December 1993 until
January 1995. Mr. McDougall was paid $30,000 per year and was reimbursed for his
expenses for these services.  In January 1995, Mr.  McDougall became a part-time
employee of the Company and  currently  is paid a salary of $40,000 per year and
provided a leased car to the value of $8,500 per year .

Stock Options

         In 1991,  the Company  adopted the 1991 Stock Option Plan ("1991 Plan")
which authorized the granting of non-qualified stock options for up to a maximum
of 800,000  shares of Common  Stock.  Currently  there are issued  non-qualified
stock options to acquire up to 2,000 shares of Common Stock under the 1991 Plan.
Most of the  previously  outstanding  options  granted  under the 1991 Plan were
retired due to employee  terminations  and under the repurchase plan approved by
the Board on January 13, 1995.  The 1991 Plan has been  suspended and no further
options will be granted under the plan.

         On November 3, 1993, the Board adopted the 1993 Performance Equity Plan
("1993  Plan").  The 1993 Plan  authorizes  the  granting  of  awards  for up to
1,000,000  shares of Common  Stock to the  Company's  key  employees,  officers,
directors and consultants.  Awards consist of stock options (both  non-qualified
options  and options  intended to qualify as  "incentive"  stock  options  under
Section  422  of the  Internal  Revenue  Code  of  1986,  as  amended  ("Code"),
restricted stock awards,  deferred stock awards,  stock appreciation  rights and
other stock  based  awards,  as  described  in the 1993 Plan.  The 1993 Plan was
effective as of November 3, 1993 and approved by the  stockholders on August 24,
1994.  At July 25,  1996,  under the 1993 Plan,  there were  granted  options to
purchase an aggregate of 476,332  shares of Common Stock at prices  ranging from
$1.75 to $3.75 per share,  exercisable  from vesting  until  various  expiration
dates  between  1998 and 2001.  Under these  options,  currently an aggregate of
438,332  shares  of  Common  Stock  may be  purchased  by the  optionholders  as
incentive  options  and 38,000  shares of Common  Stock may be  purchased  by an
optionholder as non-incentive  options. The table below sets forth those options
granted under the 1993 Plan to directors and officers of the Company.

                                        7

<PAGE>

<TABLE>
<CAPTION>

                                   Number of    Exercise
Name                               Shares       Price      Grant Date         Expiration Date
<S>                                <C>          <C>        <C>                <C>  

Timothy G. Fallon
 Chief Executive Officer,          133,332      $2.25      May 12, 1995       December 1, 1999
 President and Director             20,000      $2.50      July 24, 1996      July 24, 2006

                                    70,000      $2.25      May 12, 1995       Various dates in
Frank G. McDougall                                                              1999 and 2000
 Chairman of the Board              30,000      $2.50      July 24, 1996      July 24, 1996

Bruce MacDonald                     25,000      $3.25      June 22, 1994      June 15, 1999
 Executive Vice President           20,000      $1.75      December 6, 1995   December 6, 2000
 and Chief Financial Officer        10,000      $2.12      June 7, 1996       June 7, 2001

</TABLE>

         The Company has granted  options to acquire an  aggregate  of 1,226,668
shares of Common  Stock of the Company not under any stock option plan at prices
ranging from $1.75 to $6.00. All of these options are non-incentive  options. Of
these  options,  546,668  have been  granted to  directors  and  officers of the
Company and 682,000  have been granted to other  persons or entities.  The table
below sets forth those options granted to directors and officers of the Company.

<TABLE>
<CAPTION>

                                    Number of   Exercise
Name                                Shares       Price      Grant Date         Expiration Date
<S>                                 <C>          <C>        <C>                <C>    
Timothy G. Fallon
 Chief Executive Officer,           266,668      $2.25      May 12, 1995       December 1, 1999
 President and Director              10,000      $2.50      July 24, 1996      July 24, 2006

                                     20,000      $2.25      May 12, 1995       January 13, 2000
Robert C. Getchell, Director         10,000      $2.12      June 7, 1996       June 7, 2001
                                     30,000      $2.50      July 24, 1996      July 24, 2006

                                     20,000      $1.75      December 6, 1995   December 6, 2000
David R. Preston, Director           10,000      $2.12      June 7, 1996       June 7, 2001
                                     30,000      $2.50      July 24, 1996      July 24, 2006

                                     20,000      $2.25      May 12, 1995       May 12, 2000
Norman E. Rickard, Director          10,000      $2.12      June 7, 1996       June 7, 2001
                                     30,000      $2.50      July 24, 1996      July 24, 2006

                                     20,000      $2.25      May 12, 1995       September 1, 1999
Beat Schlagenhauf, Director          10,000      $2.12      June 7, 1996       June 7, 2001
                                     30,000      $2.50      July 24, 1996      July 24, 2006

                                     20,000      $2.25      May 12, 1995       September 1, 1999
Richard Worth, Director              10,000      $2.12      June 7, 1996       June 7, 2001
                                     30,000      $2.50      July 24, 1996      July 24, 2006
</TABLE>


Compensation of Outside Directors

         Directors  who are employees of the Company do not receive any fees for
attending  Board  meetings.  Directors who are not employees of the Company,  in
addition to options set forth above, receive $5,000 each year, $2,500 payable on
July 1 and $2,500  payable on January 1, provided the directors  participate  in
80% or more of the  meetings of the Board for the six months prior to the July 1
and January 1 payment date, and $500 for each meeting of the Board attended.


                                        8

<PAGE>



Certain Relationships and Related Transactions

         Condor Ventures,  Inc.  ("Condor") has been a consultant to the Company
since  January  1990.  In October  1993,  the Company  entered into a consulting
agreement under which Condor renders consulting services  (generally  marketing,
demographic and product  positioning  studies,  as well as public  relations and
management  advice) on a  non-exclusive  basis for a period of five  years.  The
services are provided by Mr. Adnan A. Durrani who is the President of Condor,  a
former  director of the Company and the spouse of M. Dolores  Paoli, a holder of
more than five percent of  outstanding  Common Stock of the Company.  During the
term of the  agreement,  Condor is paid  $100,000  annually.  In  addition,  the
Company paid Condor  $50,000 on the effective date of the agreement for services
rendered  during the period from November 1, 1992 to October 1, 1993.  Under the
agreement, the Company granted Condor an option to purchase up to 125,000 shares
of Common Stock at an exercise  price of $5.00 per share,  which  exercise price
was reduced to $2.25 on May 12, 1995, by the Board.  Options to purchase  93,750
shares of Common Stock are currently  exercisable and options to purchase 31,250
shares of Common Stock become  exercisable on October 1, 1996. Once exercisable,
the option  remains  exercisable  until  October  2003.  The Company has granted
Condor certain  "piggyback" and demand  registration rights for the Common Stock
issued upon exercise of the options until 2005.

                             INDEPENDENT ACCOUNTANTS

                  The Company has selected  Feldman,  Radin & Co.,  P.C., of New
York City, as its independent  accountants for the year ending October 27, 1996.
A representative of Feldman, Radin & Co., P.C., is expected to be present at the
meeting  with an  opportunity  to make a statement if he desires to do so and is
expected to be available to respond to appropriate question.

                             SOLICITATION OF PROXIES

                  The  solicitation  of proxies in the enclosed  form is made on
behalf of the  Company  and the cost of this  solicitation  is being paid by the
Company.  In  addition  to the  use  of  the  mails,  proxies  may be  solicited
personally  or by  telephone  or  telegraph  using the  services  of  directors,
officers and regular employees of the Company at nominal cost. Banks,  brokerage
firms and other  custodians,  nominees and fiduciaries will be reimbursed by the
Company for expenses  incurred in sending proxy material to beneficial owners of
the Company's stock.

                              STOCKHOLDER PROPOSALS

                  Proposals  of  stockholders  intended to be  presented  at the
annual  meeting  for the 1997  fiscal  year must be  received  at the  Company's
offices by May 9, 1997 for  inclusion  in the proxy  materials  relating to that
meeting.
                                 OTHER BUSINESS

                  Action may be taken on the  business to be  transacted  at the
meeting on the date provided in the Notice of the Annual  Meeting or any date or
dates  to  which  an  original  or  later  adjournment  of such  meeting  may be
adjourned. As of the date of this Proxy Statement,  the management does not know
of any other matters to be presented at the meeting. If, however,  other matters
properly  come before the meeting,  whether on the original date provided in the
Notice of Annual Meeting or any dates to which any original or later adjournment
of such meeting may be  adjourned,  it is intended that the holders of the proxy
will vote in accordance with their best judgment.

                                     By Order of the Board of Directors



                                     Robert C. Getchell
                                     Secretary
Randolph, Vermont
July 30, 1996

                                        9

<PAGE>

                       VERMONT PURE HOLDINGS, LTD. - PROXY
                       Solicited By The Board Of Directors
               for Annual Meeting To Be Held on September 6, 1996

 P               The undersigned Stockholder(s) of VERMONT PURE HOLDINGS, LTD.,
         a Delaware corporation ("Company"), hereby appoints Frank G. McDougall,
         Jr. and Timothy G. Fallon, or either of them, with full power of 
         substitution and to act without the other, as the agents, attorneys 
         and proxies of the undersigned, to vote the shares standing in the 
 R       name of the undersigned at the Annual Meeting of Stockholders of the
         Company to be held on September 6, 1996 and at all adjournments 
         thereof. This proxy will be voted in accordance with the instructions 
         given below. If no instructions are given, this proxy will be voted  
 O       FOR all of the following proposals.

         1.    Election of the following Directors:

 X             FOR all nominees listed below       WITHHOLD AUTHORITY to vote 
               except as marked to the             for all nominees listed
               contrary below            |_|      below                   |_|

 Y             Frank G. McDougall, Jr., Timothy G. Fallon, Robert C. Getchell,
               David R. Preston, Norman E. Rickard, Beat Schlagenhauf and 
               Richard Worth

               INSTRUCTIONS:  To withhold authority to vote for any individual 
                              nominee, write that nominee's name in the space 
                              below.

               -----------------------------------------------------

         2.    In their discretion, the proxies are authorized to vote upon 
               such other business as may come before the meeting or any 
               adjournment thereof.

         |_|  I plan on attending the Annual Meeting.

                                     Date _____________________________, 1996



                                     ----------------------------------------
                                     Signature


                                     ----------------------------------------
                                     Signature if held jointly

                                     Please sign exactly as name appears above.
                                     When shares are held  by joint tenants,
                                     both should sign.  When signing as
                                     attorney, executor, administrator, trustee
                                     or guardian, please give full title as
                                     such.  If a corporation, please sign in
                                     full corporate name by President or other
                                     authorized officer.  If a partnership,
                                     please sign in partnership name by
                                     authorized person.


                                       10

<PAGE>



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