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.