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Green Seed Credentials

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Prepared For New Client

Date Q4 2010

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, 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 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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Green Seed Idea

Incubate

Grow

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A Growing Network

1. Belgium

2. France

3. Germany (covering Austria/Switzerland)

4. Italy

5. Netherlands

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

7. Portugal

8. Spain

9. UK

10. USA (covering Canada)

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Doing business since 1991

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Green Seed USA: Success and Achievements

US sales per year

Green & Blacks 0 - $30m (‘01 to ‘06) Quorn 0 - $27m (‘02 to

date)Siggi’s 0 - $7m (‘07 to

date)Materne GoGo squeeZ0 - $6m (‘07 to date)Dorset Cereals 0 - $2m (’07 to ’09)

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Green Seed – Our 14 strong team

“We advise, we execute, we deliver”

David - Advice Strategy & Insight team

Neil - Execution & Results Business Management team

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Our sales and marketing team:

National coverage and management of Broker, Distributor, Retailer, End User

Management of client brand

plans, budget management,

& trade marketing execution

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Strategy & Insights, Operations

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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: Quorn - From Seed to Harvest

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

Action: Client worked with 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 Green Seed team are the in market Quorn business.

Result: Currently, Quorn has US retail sales of $27m with a growth rate of 24%. The Green Seed team manages US sales, marketing, market insight and customer service.

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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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Our marketing activity focus

We have a roster of local partners to

execute activity

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Green Seed Group Market Entry Process

DISCOVER

CREATE

PLAN

VALIDATE

LAUNCH

TRACK

CREATE• Evaluate product concept for US market based on Opportunity Assessment findings.• Identify US based pack design agencies, if required, and brief and manage design process to establish

packaging and US proposition.

PLAN• Recommend Market Entry Strategy including product proposition, price, range, channel strategy.

Provide detailed rollout plan including Partner Search, retailer recommendations, sales & profitability projections.

DISCOVER• Conduct Opportunity Assessment to provide an overview of the category in the US and assess the

size of the market opportunity.• Provide Route to Market Overview to outline the US retail and supply chain structure and begin to

determine what is the optimal route to market.

TRACK• Provide analysis of monthly/quarterly consumption and sales data for fact-based selling tools and

management review.

VALIDATE• Conduct Qualitative or Quantitative Research to validate product proposition, price, pack with US

consumers and understand category need gaps and opportunities.

LAUNCH• Provide Sales Account Management and Marketing Execution. Act as in-market Sales & Marketing

team to ensure smooth launch and drive ongoing growth and profitability through effective account management, trade and consumer marketing activities and business management.

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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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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