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Green Seed Credentials

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Prepared For Potential New Client

Date Q4 2009

Prepared By Green Seed North America

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 The Green Seed Group is a unique, international consulting network,

specializing in the food & drink retail sector. 

Our core services include international business and brand strategy, market research, sales and marketing solutions.

 With country offices strategically located throughout Europe, North

America and Australia, Green Seed offers the highest level of in-house expertise, industry-relevant methodologies, value, accuracy, on time

deliverables and uncompromised service.

We Advise, We Execute & We Deliver

The Green Seed Group

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 Our story began providing help exclusively for British food & drink

companies, as the ‘Food From Britain International Network’.

Since we started business in 1991, we have assisted a thousand clients growing brands and selling products internationally.

 Today the ‘Green Seed Group’ services food and drink companies from around the world. We are a unique network of 12 privately-held sales &

marketing consultancies covering 19 countries across Europe, North America and Australia.

The Green Seed Story

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Doing business since 1991

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A Growing Network

1. Australia (covering New Zealand)

2. Belgium

3. Canada

4. France

5. Germany (covering Austria/Switzerland)

6. Italy

7. Netherlands

8. Denmark (covering Sweden, Norway, Iceland, Finland)

9. Portugal

10. Spain

11. UK

12. USA

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Green Seed Idea (1/2)

Seed

Incubate

Grow

Harvest

We have growth strategies for each phase of the product life-cycle

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Green Seed Idea (2/2)

Incubate

Grow

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Our Philosophy

“To work as an extension of the client team in-market. Always be open, direct and impartial yet passionate

about food and beverages, delivering action-oriented results”

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Our Services

Trade & Consumer Insight Opportunity Assessment Trends & Developments Scanner Data (IRI/SPINS)

Market Entry Strategy Product Proposition Evaluation Sales & Profitability Projections Partner Search & Introduction

Sales Strategy & Planning Broker Selection and Management Channel & Category Planning Key Account Management

Brand Planning Trade & Consumer Promotion Event Management Public Relations

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We Advise, We Execute & We Deliver

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Food & Beverage Industry Resources

Contacts and Trade Relationships Importers, Distributors and Brokers Retail & Foodservice buyers Participation in key trade shows

Syndicated Data Sales data from in-house IRI Analyzer® database Natural channel sales data available from SPINS

Consumer Insights Purchase behavior from IRI panel data Consumer focus groups Quantitative research

Secondary Resources Government agencies and Trade Associations Industry publications and databases

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Case Study: Market Roll Out: Green & Blacks Organic Chocolate

Situation: Green & Black’s wanted to extend it’s retail distribution from the niche Specialty channel into the Natural and Grocery channels and deepen the brand’s market penetration

Action: Green Seed was the outsourced sales & marketing department before going in-house with Cadbury

Result: Green Seed drove Green & Black’s to 90% distribution in natural and 30% distribution in premium grocery, growing the brand from <$1m of sales to >$15m in just three years.

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Case Study: Materne Applesauce - Pre-Market Launch Planning

Situation: Client wanted to launch applesauce in the US targeted at moms of young children.

Action: Green Seed initially tested concept with US customers to gauge interest. Green Seed managed in-market the packaging design process. Then organized qualitative research groups where the product was exposed to moms in target regions to assess: overall appeal, packaging, brand name, key message communication, taste, flavors and purchase interest.. In addition, Green Seed worked with Nielsen to design an in-store study to confirm that packaging was impactful at shelf.

Result: Client successfully adapted product/packaging for US market and is now gaining distribution and market share with a highly differentiated and compelling product proposition.

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Case Study: Icelandic Milk & Skyr Company - A US start up

Situation: Client had a great brand concept & wanted to commercialize it

Action: Green Seed team developed business strategy and plan, then established co-manufacturing arrangements and facilitated customer contacts

Result: Green Seed has two board members and runs the ‘outsourced’ sales function, delivering national sales distribution in Whole Foods & the US natural food channel, rolling out into the mass market in 2010.

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Case Study: Dorset Cereals - Successful US start up

Situation: Client wanted a fast track introduction to the high profile US market to enhance business value while in private equity phase.

Action: FFB / Green Seed team arranged a UK market visit for the Whole Foods Global Sourcing Buyer and introduced him to Dorset Cereals.

Result: Within eight months Dorset cereals could be found nationwide in Whole Foods. Green Seed handled the account management and marketing support to seed Dorset Cereals brand entry.

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Case Study: Quorn - From Seed to Harvest

Situation: Client wanted to launch the successful European meat-free brand into the US market

Action: Client worked with FFB / Green Seed team to plan market entry: identify the optimal launch range through qualitative and quantitative research, target and meet with key customers and establish the supply chain. The FFB / Green Seed team are the in market Quorn business.

Result: In 2008, Quorn has US retail sales of $25m with a growth rate of 24%. The Green Seed team manages US sales, marketing, market insight and customer service.

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We look forward to helping you grow your business

We Advise, We Execute & We Deliver.

Green Seed Group LLC

12 Avery Place

Westport, CT 06880

Tel: (203) 226-6577

Fax: (203) 226-6517

Email: na@greenseedgroup.com

www.greenseedna.com