Salazon Chocolate Co. Sales Presentation January, 2014

Transcription

1 Salazon Chocolate Co. Sales Presentation January, 2014

2 Company Overview Salazon Chocolate Co. is a line of 100% organic salted-dark chocolate bars. Our chocolate is crafted in small batches and each bar is handsprinkled with our signature touch of natural sea salt. Key Points of Differentiation: ² The Original Salted-Chocolate! ² Fastest growing chocolate brand in Natural Channel! ² 100% USDA Organic ² Single-Origin, Dominican Republic ² Fair Trade Certified Cocoa ² Rainforest Alliance Certified Cocoa

3 Company Overview Origin Story: Sitting around a campfire on a hiking trip, founders thought of the idea for the first salted chocolate/brand. Dark chocolate is a great, simple energy food and they often took it hiking. A dark chocolate bar with sea salt did not exist on the market. Key Points of Differentiation (cont d): ² Only $3.99 for all bars ² Bean-to-Bar ² Proprietary formula ² 1% For The Planet Member ² Gluten Free, Non-GMO, Kosher, Vegan (except caramel) ² Partnerships with the Appalachian Trail Conservancy, the Pacific Crest Trail Association, & the Continental Divide Trail Coalition

4 Single-Origin Hispaniola Cacao Benefits of Single-Origin Hispaniola Cacao Single-origin sourcing gives our chocolate a multi-layered, complex flavor profile that blended chocolates lack. Single-origin sourcing has allowed us to build strong relationships with our partners in the Dominican Republic. Hispaniola cacao is rare and incredibly distinctive. This is what makes our chocolate so unique and memorable. Producing Hispaniola cacao requires extra time and care, but the result is unparalleled.

5 CONACADO: Our Co-op Partner We source all of our cacao directly from CONACADO a democratically-run cooperative organization of small-scale producers in the Dominican Republic. CONACADO farmers grow their cacao in ideal conditions under the shade of canopy fruitproducing trees. About 85% of cacao grown by CONACADO s farmers is certified organic, and the organization plans to reach 100% in the near future. CONACADO empowers cacao farmers to export their products directly to consumer markets, thereby raising wages and reducing dependency on exploitative middlemen. The organization has also implemented numerous agricultural and community development projects.

6 Salazon Product Line We make our single-origin, salted dark chocolate bars exclusively with certified organic, Fair Trade and Rainforest Alliance Hispaniola cacao from the Dominican Republic. Additional ingredients are sprinkled on instead of incorporated into bars this technique allows us to achieve superior taste, texture, and distinctiveness. The original salted-chocolate! This is the bar that started the company. Our most innovative bar has amassed a loyal cult following. Our best-selling bar has just a touch of organic caramel for a unique, great tasting bar with less sugar and fewer calories. Organic turbinado cane sugar from Paraguay adds texture and a bit of extra sweetness to compliment the sea salt. Chocolate & coffee the Salazon way. Sea salt balances the course-ground coffee and produces a unique taste.

7 New Products Our new spicysweet creation truly merges the two flavors in unique way. Just the right amount kick! Few flavors marry as well as almonds and chocolate, except for salt, almonds and chocolate! Organic toasted flakes of unsweetened coconut from the Philippines with Sea Salt from the coast of Brazil.

8 Retailers

9 Chocolate Category Natural (SPINs) Salazon is the fastest growing chocolate brand in the natural channel based on $ sales % change Rank Markets: Total US - Natural Channel Periods: Current 52 Weeks Ending 2/23/2014 Sum of Dollar % Chg (Vs Year Sum of Unit % Chg (Vs Year Brand Price per oz. Organic? Fair Trade? Ago) Ago) 1 SALAZON CHOCOLATE CO $ 1.33 Yes Yes 2 LILYS $ 1.53 No Yes 3 COCO POLO $ 2.00 No No 4 SEATTLE CHOCOLATES $ 1.40 No No 5 NIBMOR $ 2.27 Yes Yes 6 LULUS $ 3.33 Yes Yes 9 CHUAO CHOCOLATIER $ 2.14 No No 11 ENJOY LIFE $ 1.87 No No 12 SACRED CHOCOLATE $ 6.73 Yes No 13 OLIVE AND SINCLAIR $ 2.54 No No 14 EQUAL EXCHANGE $ 1.07 Yes Yes 15 THEO CHOCOLATE $ 1.33 Yes Yes 16 ALTER ECO $ 1.41 Yes Yes 18 SJAAKS $ 1.14 Yes Yes 19 TAZA CHOCOLATE $ 2.50 Yes Yes 20 LAKE CHAMPLAIN $ 1.54 Yes Yes 21 MADECASSE $ 2.27 No Yes 22 RIGHTEOUSLY RAW $ 3.60 Yes No 23 CHOCOLOVE $ 0.93 No No 24 ENDANGERED SPECIES $ 1.42 Yes Yes 26 DIVINE $ 1.14 No Yes 35 GREEN & BLACKS $ 1.23 Yes Yes 40 VOSGES $ 2.50 No No 41 DAGOBA $ 1.73 Yes Yes

10 Whole Foods Rocky Mountain Region Customer Retention & Sales Stability High customer retention: promotions generate SUSTAINED sales velocity from repeat customers. 4 Week Sales for Period Before, During, and After March 2014 WFM Promotion $ Sales Before $6,107 % Change (vs Before Promo) During $11,970 96% After $10,058 65% 4 weeks after promo, sales remained 65% above pre-promo levels!

11 Sales Support We provide for our wholesale partners: OI promotions: at least 2 per year (chocolate seasonality) Demo support: demo kits and training material Store displays: shelf-talkers, custom signage, brand cards, fact sheets, and other marketing materials Case Stack deals Event support (new store openings, etc )