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good food for good
October 2013
Convenience
Local & artisanal
foods
World cuisine
Pure, transparent,
healthy choices
Today’s educated consumer values…
…and businesses that give back
64%of consumers in North America prefer to buy
from companies that give back to society
Source: Nielsen Global Survey of Corporate Citizenship, Q3 2011
Motivation for change
• Dissatisfaction with current packaged food in Canada
• Desire to make an impact
good food for good
Our philosophy
good food for good
make a difference, one meal at a time
Our promise:
good food, the way it used to be, should be – pure and simple.good business that exists to make the world a better place and not just earn profits
good food
freshartisana
llocal
we will donate a meal with every purchase to fight world hunger
good business
Who are we?
Richa : Passionate cook and a socially conscious consumer
Head – Marketing, Sales and R&D
Ex tier 1 food CPG marketer, MBA with over 10 years of experience in marketing, retail and fashion.
Marketed brands like Old El Paso, Fibre 1 and Oatmeal Crisp.
Dissatisfied with current packaged food that forces to choose between healthy/fresh and convenience,
decided to start something that makes a difference.
Prashant: Foodie and a socially conscious consumer
Head – Operations
MBA with over 15 years of experience in technology and business. Foodie at heart who would drive across town to eat his foods. Early
believer of real food movement and supporter of local products. Ready to moonlight to make a
difference in the world while supporting the family financially.
Targeting the healthful foodie
Value for the consumer
No Compromise convenience
• preservative free, great tasting convenient food.
Fresh, Local and Artisanal
• Made locally using local fresh ingredients in small batches
Good feeling
• Opportunity to make a difference in the world.
Endless product possibilities
Ethnic inspired packaged food made locally with fresh and local ingredients without any preservatives.
Opportunity for ethnic in refrigerated aisle
Product pipeline for the first 3 years
Simmer sauces
• Fresh, simmer sauces to help prepare Indian curries in minutes.
• Just add protein and vegetables
Spreads
• Delicious vegetarian dips made with high protein legumes and vegetables.
• Enjoy as a snack or add to your sandwich.
Soups
• World inspired legumes based delicious soups
• Heat and eat
Year 1: 4-6 SKUs Year 2: 8-10 SKUs
Vegan : Vegetarian : Lactose free : Gluten free
Delicious : Convenient : Fresh : Local : Artisanal : Exotic : No artificial colors or preservatives
Year 3: 12-14 SKUs
All simmer sauces inspired by Indian cusine
Complicated
In demand
Under-developedSource: Google trends, search in Canada Jan 2010- September 2013
Packaging that reflects our values
• Contemporary• Clean and transparent• Ingredients in the front
Pricing
Ragu 650ml Olivieri 300ml0
0.20.40.60.8
11.21.41.61.8
2
Fresh pasta sauce 3 x shelf stable sauce
Price/100 ml
Pasta sauces
Classico, 650 ml (shelf stable): $3.99
Olivieri, 300ml (fresh): $ 5.29
$7.99 250 ml, good food for good fresh simmer sauce
2 x shelf stable Indian cooking sauce
Promotions
95% of people trust recommendations from friends and family above all other forms of advertising when making a purchase decision
Pre-launch, launch & sustain
Awareness and acquisition Retention and advocacy
Raise your hand to fight hunger
Sampling
Cooking classes
Forecast$1,306,573
224,592 units
PresenceFarmer’s markets,
Specialty retailers & Regional retailers
Offering Spreads (4), Simmer sauces(4), Soups (4)
Forecast$371,483
64,612 units
PresenceFarmer’s markets,
Specialty retailers & Regional retailers
Offering Spreads (4), Simmer sauces(4), Soups (2)
Forecast$45,565
7,232 units
PresenceFarmer’s markets & Specialty retailers
Offering • Spreads (4),
Simmer sauces(4),
Sales
Year 1 Nov 2013 – Oct 2014
Year 2Nov 2014 – Oct 2015
Year 3 Nov 2015 – Oct 2016
Operations
Responsive supply chain – producing as we need to maintain freshness.
No capital investment in plant and equipment – using co-packers and third party storage and logistics.
Partners Local farmers - Tbd Spice importers - Tbd Container suppliers - Tbd Municipally/Federally inspected kitchens or co-packers - Tbd Cold storage and transportation - Tbd Farmers markets and retailers - Tbd
vendor Cold storage kitchen Cold storage Farmers market
Risks and mitigation
1. Market for fresh Ethnic foods is very small.
2. Competitors start offering product in refrigerated aisle.
POV: The Company has been very conservative in estimating the penetration of Ethnic, specifically Indian foods among Canadian households and the Company’s market share. Furthermore, the Company will seek opportunities to position the Company’s products as an alternative ingredient for common Canadian foods (e.g. poutine with butter chicken gravy).
POV: The Company’s differentiation goes well beyond providing products in the refrigerated aisle. That being said, the Company will try hard to educate and engage consumers about the Company’s stand so consumers are not swayed by copycat or me-too competitors.