The projectProject leader Philippe Lauber

A1500M

Why would you invest in theSwiss milk industry?

Protected market with subsids till 2017

Milk price in CH/EU 100%

Farms shutting down

Production price too low for farmers to survive

Swiss Milk companies = Dinosaurs Drink Milk Export impossible

Hit hard by the strong Swiss francs.

In April 2015, milk quotas were abolished in the EU. The resulting increase in EU milk production is expected to negatively affect the overall dairy market in Switzerland

Vision in a new premium milk

The onlyExclusive Fresh Altitude Milk

Selected & Collected in the Swiss Alps

A1500M

Milk of Milks A1500M

It is in the Swiss mountain and high sub-alpine pastures, ranging from 1 400 m to 2 200 m altitude that our natural mountain milk A1500M has its roots and from where it is sourced for its unique taste and qualitative substance that all contributes to this being a natural and healthy 100%

organic product.

A1500M

Why Altitude Milk ?

• At higher altitude, the cows receive less oxygen than lowland cows. The consequence is that at 2000 meters, energy needs, just to survive, are doubled which creates a steep increase in their demand for calories. But instead of consuming more resources, the animals consume less, resulting in a much reduced milk production per cow of around 40% when compared to lowland cows.

• SO MUCH MORE CONCENTRATION :

NUTRITIONAL VALUESTASTE AND FLAVOURS

++

The highest nutritional values

• This altitude milk contains more polyunsaturated fat acids and it is particularly rich in omega-3. These fats or lipids are especially known to decrease the risk of cardiovascular disease.

• In addition this milk has a high content + .of conjugated linoleic acid (CLA) that may have a preventive effect against cancer and diabetes.

2X

4X

Floral diversity & flavours

• The richness of the alpine flora reveals the secret of flavored milk like no other. This floral diversity gives milk alpine its unique flavour.

• Between an altitude of 1000 and 2000 meters the Alpine grass and flowers grow unconstrained providing a rich and varied diet for the cows.

Traditional Swiss Milk treatment process

Shelf life Short for export

Sterilized milk

A1500M Milk treatment solution

• Milk Treatment Immediately (2hours)• Treatment Altitude 1050m • Treatment Micro-filtration technology / ESL(Extented

Shelf life)

• Filtering 0.8–1.4 μm ceramic membranes • Product Category: Fresh milk (whole or skim)

homogenized• Type: the low thermal stress for the product.• Temperature: Maintain fresh below 6 degrees Celsius• Best before (BBE) 21-30 days from production with a full

aseptic production line• Added value good taste from immediately after production until the expiry day• Lacto tolerance a lower lactulose value of 17 mg/kg and

a higher β-lactoglobulin value of approx. 2,500mg/l.

Microfiltration Process

GEA Filtration System + installation 500’000.-

The milk is heated to 74° C, while the cream is heated to 90°–110° C.

Filling Line & Process Inoder to insure the safest and most aseptic milk filling process we selected a

solution that fulfils all A1500M needs…Horauf (D) cartocan system filling line (downstream)1’500’000 CHF

SOLUTION THAT:

• Light weighted • Made from carton a renewable

source • Good to hold • Easy to open by pull tab • Easy to drink from • Printing options• Safe for milk • Keeps nutrition & vitamins • Preserves color, consistency, taste and smell

Milk MarketsGlobal Milk production in Switzerland in 2015 was 3.5 Million tonnes (stable) EU = 159.6 million tonnes (2014)Bio milk: Swiss production was 250’000 tones in 2015 7.1% of milk production (swissmilk) 190’00 (76%) out of it went for milk transformation

A1500M 1 platform best annual production in 2017 will be around 1500 tones

- 0.6 % of annual Bio-milk production or 2.5% of bio drinking milk- and 0.04 % of annual swiss milk production

New segmentationDifferentiation from all the other

milks, A1500M is unique!

A1500M ConsumerWho would drink altitude milk? Men & women of all ages lacto-tolerant

- milk drinker - Epicurian, food quality oriented- Mom for Kids (the more natural and best for my kids)

When?Breakfast coffee Morning break /lunch break/afternoon snackingCorne-flakes/muesli category mixer

Known Issues: Carbon emission with cow and plane/transportationVegan : Milking caw/animal treatmentMindset and lifestyle milk for kids only!

15.56% immediate customers

And looking

to taste A1500M !

55.5%

WHY THEY BUYWhy would they drink

A1500M altitude milk? SUPERIOR QUALITY

• For personal growth : nutrition values• Product image : Healthy • Origin : Swissness• Organic and natural• Social status and well-being ( price quality)

• Natural Energy Drinks• Design “to go”

Market diversity opportunity • Drink alternative to usual soft-drinks

MILK OF SUPERIOR QUALITY

is deliciously good

encompasses the Swiss Spirit and origin of quality and efficiency

is 100% natural, pure milk , with biological certification

is easily transportable in its carton can and can be shipped rapidly all over the world

is healthy for your body

is very so flavorful and tastes just like nature intended

is probably the most qualitative milk available worldwide

is produced with passion from mountain farmers respecting nature

has a long shelf-life of 21-30 days

is produced and distributed fresh everyday

is seasonal, and can only be ordered during a short time, always new

is available for reservation and pre-ordering, contact us now!

is uniqueis pure milk

is well protected in his can

is collected at 1500m

A1500M

has the best financial margins in the fresh milk segment

A1500M Product description

• Product: Fresh cow milk• Type Natural Whole Milk Chocolate Milk• Origin: Swiss Alps

(Fribourg, Bern) • Region: Confidential• Season start: 1st May ,2017• Season ends: 30th Sept. 2017• Pasture Altitude: 1400-2200 m.• Organic certified: Bourgeon bio Suisse• Product size 180 or 200ml

• White Labeling possible under conditions

Pricing Strategy «To GO »• A1500M PREMIUM PRICE STRATEGY• Estimated Market price with product added value

– Switzerland CHF Min 1.90 CHF Max 2.90 – Other countries Min 1.90 Euro Max 2.90 EUro

– Best Export price FOB Geneva 1.09 Euro per can (with 21 weeks contract and marketing support)

Willingness to pay in store 2,77CHf per

can

13.85 ChfPer liter

Targeted markets

A1500M NATIONAL• Retail market and Dairy distributors Retail negotiation started in 2013 (Coop/Manor)

A1500M INTERNATIONAL• Regional/country Dairy distributors

Japan , middle east, Europe • Air-lines, cruise lines & hotel chain!

– Swiss, Emirates, Ethiad, MSC, Royal Caribbean– Moevenpick, Swiss hotels

• Brand association (specific labeling)- Starbucks, Prêt a manger etc..

Product Launch

A1500M Marketing Strategy• Altitude milk product development and sales.

• Promote the exceptional scientific nutritional benefits and values of altitude milk (PR :Campaign) – content production

• A1500M will be segmented as the best milk in the World. (taste & quality). Aimed as a Luxury product an expensive product. (is your health worth it?)

• perception, A1500M will be sold in small packaging (small consumption unit/dose) 200ml instead of liter, reducing price impact on consumer mind.

• Product innovation : Collected and treated immediately with microfiltration technology “keeps all the good in ” and last longer up to 30 days of Shelf life

1st

nutritional benefits

the best milk in the World

Low price

keeps all the good in 30 days of shelf life

Marketing SupportA1500M GLOBAL SUPPORT • Distribution Website www.A1500M.ch • Global Consumer website www.A1500M.Com• Promotion movies with Swiss alps Background A1500M 21 WEEKS PROGRAM SUPPORT• - Country/regional website frame support (Contents and translations to

distributors own costs)• - Store launch sampling (week 1-3): FREE Fresh milk cans for tasting• - PR, Flyers and information leaflet artworks ready for translation

• - Point of sales – Mountain cow-Bell Sound sensor activated PIR (Passive Infra-Red) sensors allow you to sense motion, to detect whether a human has moved in the sensors range the module will play music pre-recorder cow bells for 10 seconds

• Swissness : • Quality• Natural • Innovation• Performance

• Alpine • Design• Eco /carton)

A1500MExport Strategy

Thank you for your attentionContact:

Philippe Lauber 079 2100793Info@philippelauber.ch

A1500M