For the Executive Summary:

Part of Corn Wholesome’s product strategy will involve leveraging ideas from complimentary marketplace leaders like Tom’s of Maine.

• The Brand and Image: just as Tom’s of Maine highlights their started-in-the-kitchen, David vs. Goliath image, so too does our small Company capitalize on our farm roots and simple beginnings in building the narrative for the all-natural, environmentally friendly and unique Brush Around product.

• The Heart – Tom’s of Maine promotes itself as are a cohesive community – where everyone knows everyone and where all believe in sustainability and responsibility. They want the world to be a better place, and are doing that by serving customers’ health needs through imaginative science. The message for Corn Wholesome is similar.

• Incorporating our Stakeholders: Tom’s of Maine wants YOU to be a part of their community. Throughout their website (tomsofmaine.com), short videos highlight aspects of their image and build to a broader vision of the Company, users can be part of the company’s next philanthropic project by voting on-line. Corn Wholesome has a similar web site strategy and presence. Tours of the brush production “plant” include a walk through a corn/maize maze with farm friendly crafts available for the kids. Participation in Earth Day festivities and other environmentally oriented events will promote good will and increase product awareness in our targeted demographics.

Tom’s of Maine

Tom’s is a small company from Maine that makes all-natural effective personal care products in an environmentally friendly and sustainable way that benefits consumers and community.

The Brand -- is the name of the company – “Toms of Maine”. It’s used on Natural toothpaste (33 varieties) and other personal care products.

The Image:

• Natural (only naturally occurring ingredients which they list along with the American Botanical Counsel’s description of each item (suggestive of endorsement))

• Crusader for good (went up against the FDA to protest testing their flouride toothpaste on animals in order to get it approved – rules changed as a result of their “david vs. goliath” effort)

• Environmental stewards (sustainable, recycling—they go beyond recycling to reusing!!! One box was reused for over 10 years!!!! )

• Responsible

• transparent – list all ingredients

• animal loving (no animal testing ever, no animal products used as ingredients, animal friendly workplace policies)

• Local, small town Maine, folksy with strong values and beliefs (maybe “Old Fashioned”??); they became a part of Colgate Palmolive in 2006, but this relationship is not touted AT ALL.

• Their HEART – they are a cohesive community – everyone knows everyone, they all believe in sustainability and responsibility. They want the world to be a better place, and are doing that by serving customers’ health needs through imaginative science .

The Experience:

• They want you to be a part of the Toms of Maine Community. Interactive website, multiple ways to bring you into their “Community”, by having ways for anyone to get involved with choosing their next philanthropic effort/ “community project” (vote and/or have your favorite non-profit apply for one of Tom’s grants), newsletters you can sign up for, video discussions and feedback/blog type options on website. Videos of employees are welcoming, they also reinforce image.

• Proud of their ‘green’ factory and love to show it off! Every summer, it’s opened “to you, our consumers”, for free tours.

The Narrative:

• In 1968, Tom and Kate Chappell left Philadelphia, where Tom worked for an insurance company, and moved to rural Kennebunk, Maine. As part of their goal to simplify their lives, they sought out natural, unprocessed foods and, unadulterated products. Unable to find natural personal care options for themselves and their children, in 1970 Tom and Kate decided to create and sell their own. They began with a $5,000 loan from a friend and the philosophy that their products would not harm the environment.

• From this small start, Tom's of Maine grew and developed into a different kind of company, one based on the belief that people and nature deserve respect.

Over the years our product line moved from non-phosphate laundry detergent to natural personal care products such as the first natural toothpaste (1975) and deodorant (1976). We’ve grown in size and in 2006, we became part of the Colgate-Palmolive Company. But our simple, direct approach hasn't changed one bit: we listen to what our customers want (and don't want) in their products, we learn how it can be done, and we respond with effective natural(and sustainable) solutions.

From the Website: http://www.tomsofmaine.com/default.aspx visited June 9, 2009

Research:

• No animal testing EVER – small private company from Maine (David and Goliath) petitioned the FDA re: fluoride to be safe and effective without testing on animals the FDA, they were the FIRST, to …

• Not only no animal testing, but animal friendly policy at work.

• Having a strong set of company beliefs is only one aspect of what makes Tom's of Maine a special place. Just as important as what we are is who we are: the people who make up our community.This is the kind of place where everyone knows everyone else, and people aren’t afraid to be themselves. Our supportive, team-based environment encourages creative ways of doing business. Every employee upholds our values of natural, sustainable, and responsible; their everyday decisions affect how we run our business at every level.

• Every well-run business needs strategic goals—we just believe that those goals need to include things like sustainability as well as profitability. We’re guided by two foundational documents: a philosophical statement, our Reason for Being, which inspires our strategy; and a practical tool, our Stewardship Model, which forms the basis for our everyday decision-making." Bill McGonagle, CFO

• Small, local, made in Maine bent, even though now a part of major multinational corp.

• Our Reason for Being:• To serve our customers' health needs with imaginative science from plants and

minerals;To inspire all those we serve with a mission of responsibility and goodness;To empower others by sharing our knowledge, time, talents, and profits; andTo help create a better world by exchanging our faith, experience, and hope.

• Have set Standards for Natural, Sustainable, and Responsible in the Stewardship model.

• Interactive website, multiple ways to bring you into their “Community”, by having ways for anyone to get involved with choosing their next philanthropic

effort/ “community project” (vote and/or have your favorite non-profit apply for one of Tom’s grants), newsletters you can sign up for, video discussions and feedback/blog type options on website.

• Gives dental professionals the comfort to recommend a Natural product that is effective

• Meaningful change through advocacy for their small company beliefs

• Shipping/packaging – they go beyond recycling, they reuse. They found that one box they reused with a supplier had been reused for 10 years!!! A small company can make a big effect.

• Retailer story – natural health food store first in the state and always has had Tom’s. They were one of the first to make natural toothpaste and she feels they continue in quality, service and so she doesn’t feel the need to “stray”. Big shelf space

• Started with laundry detergent, but focused on toothpaste and have now expanded to deodorant, mouthwash, soap, dental floss,

• Transparancy – list all ingredients, have partnered with the American Botanical Counsel so interested consumers can get even more information about ingredient.

• When Tom and Kate Chappell, our cofounders, mixed up their first batches of products, they used a Kitchen Aid mixer. We've come a long way since then! Today, our products are made in our enviromentally sensitive manufacturing facility, right here in Sanford, Maine, and we constantly strive to improve our sustainability practices at every level of our operations." Brian Peabody, Fulfillment Team Leader

• Since 2006, 100% of the electricity consumption at our factory has been offset by investing in wind energy credits supplied by Green-e, a certified, nationally recognized symbol of independently verified renewable energy. This eliminates production of 1.5 million pounds of carbon dioxide emissions annually—the equivalent of planting 214 acres of trees! We also purchase renewable energy (hydro and biomass) for our offices.

• We’re really proud of our green factory and love to show it off! Every summer, we open it up to you, our consumers, for free tours.

Company history/narrative: In 1968, Tom and Kate Chappell left Philadelphia, where Tom worked for an insurance company, and moved to rural Kennebunk, Maine. As part of their goal to simplify their lives, they sought out natural, unprocessed foods and, unadulterated products. Unable to find natural personal care options for themselves and their children, in 1970 Tom and

Kate decided to create and sell their own. They began with a $5,000 loan from a friend and the philosophy that their products would not harm the environment.

From this small start, Tom's of Maine grew and developed into a different kind of company, one based on the belief that people and nature deserve respect. Over the years our product line moved from non-phosphate laundry detergent to natural personal care products such as the first natural toothpaste (1975) and deodorant (1976). We’ve grown in size and in 2006, we became part of the Colgate-Palmolive Company. But our simple, direct approach hasn't changed one bit: we listen to what our customers want (and don't want) in their products, we learn how it can be done, and we respond with effective natural(and sustainable) solutions.

Went to the Colgate Palmolive website which highlights Colgate toothpaste only. Upon further exploration, I found similarities between “community programs”, “Living our values”, emphasis on sustainability. They do not mention (in the short list) Tom’s of Maine as one of their core brands.

From the Annual Report 2008: Global sales rose 11.0% to an all-time record level, and global unit volume from continuing businesses grew 4.0%, with every operating division contributing to the strong volume gains. Advertising spending supporting the Company's brands rose 7% to an all-time record level on top of double-digit growth in 2007, contributing to widespread market share gains in all of our core categories.

Tom’s of Maine is hard to find mentioned anywhere in the annual report – it is noted, just by name as one of the brands included in the consolidated financials for Oral Care in a footnote in the 10-K financial report and in a footnote describing the fact they acquired them for 100 million.