VERMONT PURE HOLDINGS LTD
DEF 14A, 1997-05-07
GROCERIES & RELATED PRODUCTS
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                            SCHEDULE 14A INFORMATION
                Proxy Statement Pursuant to Section 14(a) of the
                         Securities Exchange Act of 1934

FILED BY THE REGISTRANT /X/
FILED BY A PARTY OTHER THAN THE REGISTRANT / /
- --------------------------------------------------------------------
Check the appropriate box:

/ /   Preliminary Proxy Statement          / /  Confidential, For Use of the
                                                Commission Only (as permitted by
                                                Rule 14a-6(e)(2))

/X/   Definitive Proxy Statement

/ /   Definitive Additional Materials

/ /   Soliciting Material Pursuant to sec.240.14a-11(c) or sec.240.14a-12

                           VERMONT PURE HOLDINGS, LTD.
                (Name of Registrant as Specified In Its Charter)

                                 NOT APPLICABLE
                   (Name of Person(s) Filing Proxy Statement)

PAYMENT OF FILING FEE (CHECK THE APPROPRIATE BOX):
/X/   No fee required.
/ /   Fee computed on table below per Exchange Act Rules 14a-6(i)(1) and 0-11.
      (1)  Title of each class of securities to which transaction applies:_____
      (2)  Aggregate number of securities to which transaction applies:_____
      (3)  Per unit  price or other  underlying  value of  transaction  computed
           pursuant to Exchange Act Rule 0-11 (set forth the amount on which the
           filing fee is calculated and state how it was determined):_____
      (4)  Proposed maximum aggregate value of transaction:_____
      (5)  Total fee paid:_____

/ /   Fee paid previously with preliminary materials.

/ /   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: _____
- --------------------------------------------------------------------------------





                           VERMONT PURE HOLDINGS, LTD.
                       ROUTE 66, CATAMOUNT INDUSTRIAL PARK
                             RANDOLPH, VERMONT 05060

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

                    NOTICE OF ANNUAL MEETING OF STOCKHOLDERS
                            TO BE HELD JUNE 11, 1997

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

    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 June 11,  1997 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 1998 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 May 2, 1997 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
May 7, 1997








                           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 June 11, 1997, 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  offices  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 May 7, 1997.

RECORD DATE AND OUTSTANDING SHARES

    The Board has fixed the close of  business on May 2, 1997 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 April 29, 1997, the Company had issued and outstanding  9,716,363
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 the 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 issued and  outstanding  and  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.







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 April 29, 1997 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 of the Company (all of whom are nominees for
director),  (iii) the  Company's  Chief  Executive  Officer  and,  to the extent
applicable,  each of the Company's next four most highly  compensated  executive
officers  whose  individual  compensation  exceeded  $100,000 in the fiscal year
ended October 26, 1996,  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   PERCENTAGE OF
                                                 OF BENEFICIAL      OUTSTANDING
          OWNER'S NAME AND ADDRESS                 OWNERSHIP       SHARES OWNED
          ------------------------                 ---------       ------------

Frank G. McDougall, Jr.  ...................        70,000(1)           0.7%
  32 Hard Place
  Quechee, Vermont 05059
Timothy G. Fallon  .........................       302,000(2)           3.1%
  41 Sarles Street
  Bretton Ridge Estates
  Mt. Kisco, New York 10549
Robert C. Getchell  ........................        35,000(3)           0.4%
  15 Clarina Nichols Lane
  Quechee, Vermont 05050
David R. Preston  ..........................        32,000(3)           0.3%
  7 Marlborough Street
  Boston, MA 02116
Norman E. Rickard  .........................        32,000(3)           0.3%
  1 Bretton Ridge Road
  Mt. Kisco, New York 10549
Beat Schlagenhauf  .........................        30,000(3)           0.3%
  Schlagenhauf & Partners, A.G.
  Hofstrasse 62 b
  Postfach 208
  8027 Zurich, Switzerland
Richard Worth  .............................        37,500(3)           0.4%
  R.W. Frookies, Inc.
  1497 Pail Head Boulevard, Suite 2
  Naples, FL 34110-8444
M. Dolores Paoli  ..........................       947,600(4)           9.7%
  41 Bermuda Road
  Westport, CT 06880
All Officers and Directors                         538,500(5)           5.5%
  as a group (8 individuals)



                                     2




(1) Includes  70,000  shares of Common Stock  issuable  pursuant to  outstanding
    stock options exercisable within 60 days of the date of this table. Does not
    include  30,000  shares of Common  Stock  issuable  upon  exercise  of stock
    options which vest more than 60 days after the date of this table.

(2) Includes  300,000  shares of Common Stock  issuable  pursuant to outstanding
    stock options exercisable within 60 days of the date of this table. Does not
    include  130,000  shares of Common  Stock  issuable  upon  exercise of stock
    options which vest more than 60 days after the date of this table.

(3) Includes  30,000  shares of Common Stock  issuable  pursuant to  outstanding
    stock options exercisable within 60 days of the date of this table. Does not
    include  30,000  shares of Common  Stock  issuable  upon  exercise  of stock
    options which vest more than 60 days after the date of this table.

(4) Includes 260,100 shares of Common Stock  beneficially  owned by Mr. Durrani,
    the  husband  of Ms.  Paoli,  as to which  Ms.  Paoli  disclaims  beneficial
    ownership.  Mr. Durrani beneficially owns 135,100 shares of Common Stock and
    has an  immediately  exercisable  option to acquire up to 125,000  shares of
    Common  Stock.  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.

(5) Includes  553,750  shares of Common Stock  issuable  pursuant to outstanding
    stock options exercisable within 60 days of the date of this table. Does not
    include  331,250  shares of Common  Stock  issuable  upon  exercise of stock
    options which vest more than 60 days after the date of this table.


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 10%
of a registered class of the Company's equity securities ("10% stockholders") to
file  reports of  ownership  and changes in ownership  with the  Securities  and
Exchange  Commission  ("SEC").  Officers,  directors  and 10%  stockholders  are
charged by the 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 26, 1996,
all required  reports on Form 3 and 4 were filed on a timely  basis,  except for
one late  Form 4 report  filed  by Mr.  Worth  which  reported  the open  market
acquisition of 2,000 shares of Common Stock in September 1996.


                              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 available 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.


            NAME                        AGE                POSITION
            ----                        ---                --------
Frank G. McDougall, Jr. ..............   47        Chairman of the Board
Timothy G. Fallon ....................   43        Chief Executive Officer,
                                                    President and Director
Robert C. Getchell ...................   48        Secretary and Director
David R. Preston .....................   56        Director
Norman E. Rickard ....................   60        Director
Beat Schlagenhauf ....................   44        Director
Richard Worth ........................   46        Director



                                     3





    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 he founded in October
1993.  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.  In March 1997, Mr.
McDougall was appointed to the Vermont Board of Education.

    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  and  also  serves  on the  board  of the  Vermont  State
Colleges.

    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  &  Partners,  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.  From 1978 to 1985, Mr. Worth owned and operated  Sorrell  Ridge,  Inc., a
manufacturer and marketer of jams.

    During the fiscal year ended October 26, 1996, the Board of Directors of the
Company met nine  times.  With the  exception  of Beat  Schlagenhauf,  Norman E.
Rickard, and Richard Worth, no incumbent director attended fewer than 75% of the
total  number of meetings of the Board and  Committees  of the Board on which he
served.

    The Company  amended  its  by-laws as of March 26, 1997 to provide  that the
number of directors  who shall  constitute  the whole Board shall be  determined
from time to time by resolution of the Board of Directors. Formerly, the by-laws
of the Company provided that the Board or the  stockholders  could establish the
size of the full Board at the Annual Meeting.



                                     4





EXECUTIVE COMPENSATION

    The following tables show (i) the cash compensation paid by the Company,  as
well as certain  other  compensation  paid or  accrued,  to the Chief  Executive
Officer of the Company for the fiscal years ended October 29, 1994,  October 28,
1995 and October 26, 1996,  (ii)  information  reporting  options granted to the
Chief Executive Officer during the fiscal year ended October 26, 1996, and (iii)
information  regarding the value of all options  granted to the Chief  Executive
Officer at the end of the fiscal year ended October 26, 1996.


                        SUMMARY COMPENSATION TABLE

<TABLE>
<CAPTION>
                                                                            LONG-TERM COMPENSATION
                                                                            ----------------------
                                                                                         ALL OTHER
                                            FISCAL    SALARY     BONUS     OPTIONS/     COMPENSATION
       NAME AND PRINCIPAL POSITION           YEAR       ($)       ($)     (# SHARES)        ($)
       ---------------------------          -------  --------   -------    --------       -------
<S>                                          <C>     <C>        <C>       <C>             <C>
Timothy G. Fallon(1)  ...................    1996    $172,000   $50,000      30,000       $14,400
  Chief Executive Officer                    1995    $172,000   $75,000     400,000       $14,400
  and President                              1994      -0-        -0-         -0-           -0-  
                                             

- ---------
* Less than 1%.

(1) Mr. Fallon  commenced  employment  with the Company on November 4, 1994. The
    amount under "All Other Compensation" represents a car allowance.
</TABLE>

    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 the
individual  named in the  preceding  table,  the lesser of $50,000 or 10% of the
compensation reported in the preceding table for such individual,  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.


                 OPTIONS/SHARES GRANTS IN LAST FISCAL YEAR


<TABLE>
<CAPTION>
                                                                                               POTENTIAL REALIZABLE VALUE AT
                                                                                               ASSUMED ANNUAL RATES OF STOCK
                                                                                               PRICE APPRECIATION FOR OPTION
                                  INDIVIDUAL GRANTS                                                       TERM(1)
                                  -----------------                                            -----------------------------
                                             % OF TOTAL
                                              OPTIONS/
                                               SHARES
                                             GRANTED TO                MARKET
                                OPTIONS/     EMPLOYEES    EXERCISE    PRICE ON
                                 SHARES      IN FISCAL      PRICE      DATE OF    EXPIRATION
            NAME              GRANTED (#)       YEAR      ($/SHARE)   GRANT ($)      DATE      0% ($)    5% ($)     10% ($)
            ----              ----------     ---------    ---------   ---------    -------     ------    ------     ------- 
<S>                           <C>               <C>       <C>         <C>          <C>         <C>       <C>       <C>
Timothy G. Fallon .........      30,000         6.9%        $2.50       $2.50      7/24/06       -0-     $47,167    $119,531
  Chief Executive Officer
  and President

- ---------
(1) Based on difference  between aggregate market price on the date of grant and
    the aggregate  exercise prices of the options granted.  The amounts shown as
    potential  realizable  value illustrate what might be realized upon exercise
    immediately  prior to  expiration  using the 5% and 10%  appreciation  rates
    established in regulations of the SEC,  compounded  annually.  The potential
    realizable value is not intended to predict future appreciation of the price
    of  the  Company's   Common   Stock.   The  values  shown  do  not  consider
    nontransferability, applicable vesting periods or termination of the options
    upon termination of employment.
</TABLE>


                                     5




                        AGGREGATED YEAR-END OPTION VALUES



<TABLE>
<CAPTION>
                                            NUMBER OF UNEXERCISED          VALUE OF UNEXERCISED
                                              OPTIONS AT FISCAL            IN-THE-MONEY OPTIONS
                                                 YEAR-END (#)           AT FISCAL YEAR-END ($)(1)
                                         ---------------------------   ----------------------------
                                         EXERCISABLE   UNEXERCISABLE   EXERCISABLE    UNEXERCISABLE
                                         -----------   -------------   -----------    -------------
<S>                                      <C>           <C>             <C>            <C>
Timothy G. Fallon ....................     200,000        200,000          -0-            -0-
  President and Chief
  Executive Officer

- ---------
(1) As of October  26,  1996,  the market  value of a share of Common  Stock was
    $2.1875 which was less than the per share exercise prices of Mr.
    Fallon's options of $2.25 and $2.50.
</TABLE>

EXECUTIVE  PARTICIPATION IN COMPENSATION  DECISIONS AND COMPENSATION  COMMITTEE;
AUDIT COMMITTEE

    Compensation decisions are made by the Company's Board of Directors upon the
recommendation  of the 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.  The Compensation  Committee is comprised of Messrs.  McDougall,
Preston  and  Getchell.   Mr.  Fallon,   the  named  executive  in  the  Summary
Compensation  Table,  served as a director  during the above  periods;  however,
during the periods reflected in the Summary  Compensation  Table, Mr. Fallon was
employed  under a written  employment  agreement that was entered into before he
was a director 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 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.

    The  Company  has an Audit  Committee  comprised  of  Messrs.  Getchell  and
Rickard.  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  meets  periodically  with the  independent
auditors and  management to review their work and confirm that they are properly
discharging their responsibilities.

    In the fiscal year ended October 26, 1996,  the  Compensation  Committee met
three times and the Audit Committee met once.

EMPLOYMENT ARRANGEMENTS

    On November 4, 1994, the Company  entered into an employment  agreement with
Mr. 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
$15,000,000. The incentive



                                     6






bonus will be increased  to $75,000 if the annual  sales of the  "Vermont  Pure"
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.  Although the incentive  bonuses under the  employment
agreement  were not  implemented  because  annual sales did not reach the target
amounts,  Mr. Fallon was paid an incentive  bonus of $50,000 on January 16, 1997
upon the recommendation of the Compensation  Committee and approval by the Board
of Directors.  Under the agreement, Mr. Fallon is prohibited from competing with
the  Company  for a  period  of  two  years  following  the  termination  of his
employment. Pursuant to 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  300,000 shares of Common Stock. Mr. Fallon also has the right
to require the Company to  register  for public sale the shares of Common  Stock
underlying the options.

    On February 13, 1997, upon the recommendation of the Compensation Committee,
the Company  agreed in  principle  to amend Mr.  Fallon's  employment  agreement
substantially as follows. The term of the agreement will be extended to the year
2000,  and Mr.  Fallon's  base salary will be increased to $186,000,  subject to
annual review by the Board of Directors.  Incentive  compensation  for 1997 will
include a payment of $50,000 for the  achievement  of  $15,000,000  in sales and
$100,000  if  the  Company  has  positive  net  income   calculated  before  the
supplemental bonus. For 1998 only, incentive compensation will include a special
award of $75,000 for the  achievement of $20,000,000 in sales,  in addition to a
payment of $50,000  per target for  meeting  Board-approved  targeted  sales and
targeted cash flow, with greater or lesser payments for achieving targets within
a specified range above or below year-end targets.  For 1999 and 2000, incentive
compensation  will  include a payment of $75,000 per target for meeting  each of
Board-approved  targeted  sales and cash  flow,  again  with  greater  or lesser
payments for achieving  targets within a specified range above or below year-end
targets.  Under the new  arrangement,  Mr.  Fallon will be provided a relocation
allowance  in the event he should move to New England.  Mr.  Fallon will also be
entitled to receive  severance  payments of salary,  bonus and  benefits  for 18
months if  terminated  without  cause in 1997,  and for 12 months if  terminated
without  cause in years 1998  through  2000.  In each case,  Mr.  Fallon will be
subject  to a  period  of  non-competition  equal  to the  period  during  which
severance is paid. Finally, in connection with the new employment agreement, the
Company will enter an option  agreement  with Mr. Fallon which  provides for the
issuance of up to 100,000  shares of Common  Stock (in  addition  to  previously
granted  options),  the  granting  of such  option to be based on the  Company's
meeting  certain sales and cash flow targets during the term of Mr. Fallon's new
employment agreement. These agreements in principle are subject to the execution
of definitive agreements.

    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.

COMPENSATION OF DIRECTORS

    Directors  who are  employees of the  Company,  other than options set forth
below, do not receive any fees for attending  Board meetings.  Directors who are
not  employees of the Company,  in addition to options set forth below,  receive
$5,000 each year, $2,500 payable on July 1 and $2,500



                                     7






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.


<TABLE>
<CAPTION>
                                 NUMBER OF   EXERCISE
             NAME                  SHARES      PRICE       GRANT DATE              EXPIRATION DATE
             ----                ---------   --------      ----------              ---------------
<S>                                <C>         <C>      <C>                <C>
Frank G. McDougall  ..........     70,000      $2.25    May 12, 1995       Various dates in 1999 and 2000
  Director                         30,000      $2.50    July 24, 1996      July 24, 2006

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

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

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

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

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

</TABLE>

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 5% 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.  This  option  is fully  vested  and is
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  25,  1997.  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 questions.



                                     8





                             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 1998 fiscal year must be  received at the  Company's  offices by January 23,
1998 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 Board of Directors



                                         Robert C. Getchell
                                         Secretary

Randolph, Vermont
May 7, 1997



                                     9









                       VERMONT PURE HOLDINGS, LTD. - PROXY

                       SOLICITED BY THE BOARD OF DIRECTORS
               FOR THE ANNUAL MEETING TO BE HELD ON JUNE 11, 1997

     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  name  of the  undersigned  at the  Annual  Meeting  of
Stockholders of the Company to be held on June 11, 1997 and at all  adjournments
thereof.  This proxy will be voted in accordance with the instructions  given on
the reverse.  If no instructions are given, this proxy will be voted FOR all the
following proposals.

               (Continued, and to be signed, on the other side.)







                PLEASE DETACH AND MAIL IN THE ENVELOPE PROVIDED
- --------------------------------------------------------------------------------

A    [ X ] Please mark your votes as in this example.


                     FOR all nominees            WITHHOLD
                 listed at right except      AUTHORITY to vote
                     as marked to the     for all nominees listed
                      contrary below            at right

1. Election of the
   following           [       ]               [        ]
   Directors:

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

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

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


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       [       ]






Signature_______________________ Signature if held jointly______________________

Dated_________________, 1997


Note:    Please  sign  exactly as name  appears  above.  When shares are held by
         joint tenents, both should sign. When signing as an 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.
- --------------------------------------------------------------------------------


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