Click to edit Master title style Building a global supply chain from farm to consumer John Foss Founder and CEO, The Chia Company Australian Grains Industry Conference July 28 th 2014
The Chia Co IN 2003 JOHN FOSS 4th generation wheat farmer, frustrated with commodity farming and an unhealthy food industry FOUNDED THE CHIA CO MARKE T With the vision to make a positive contribution to the health and wellness of the global community by making Chia available to people around the world. John Foss, CEO, Fourth Generation Western Australian Farmer LIKE A FARMER S MARKET On a global scale
Our Own Supply Chain The Farmer s Market Traditional Supply Chain The Chia Co Farm $ Co-Op $ $ Farmer s Market Grains Trader Importer $ Distributor We own the product from planting to cleaning to batch testing ensuring fair value is provided for long term sustainability Consumer Ultimate Preference in Purchasing Natural Products $ Retailer $ Retailer $
Chia: Nutritional Profile Chia seed is the highest plant based source of Omega 3, dietary fibre and protein Loaded with vitamins, minerals and antioxidants Chia can be eaten raw, or added to baked/cooked prepared foods, the nutrition stays the same Dietary Fibre 6g NUTRITIONAL PROFILE PER 15g SERVING Omega 3 ALA 3g Protein 3g The most common consumption is mixed into yoghurt or added to porridge Other 2.5g Omega 6 1.1g 1 tbsp contains: 6g fibre 3g Omega 3 3g protein Plus vitamins & minerals: Calcium Iron Magnesium Potassium
Where Chia grows- latitude specific Mexico 15 North Nicaragua Equator 15 South Peru Bolivia Kenya Northern Australia Africa Chia can only grow 15º North or South of the Equator, having the ideal conditions to maximize the Omega 3 profile in every seed
Irrigation Sustainable to ensure Farming yield and quality Kimberley Region Monthly Mean Temperatures & Rainfall F In. The Chia Co Farms, Western Australia, channel irrigation Omega 3 Development Ideal Day Length: Farms located 15 degrees from equator; Chia is photosensitive and needs the perfect day length to develop Omega 3 Climate: Distinct dry season from July to September Continuous Water: Reliant on gravity fed irrigation from the Ord River vs. rainfall to ensure consistent, quality seed NUTRITIONAL PROFILE PER 15g SERVING Fiber 6g Omega 3 ALA 3g Protein 3g Other 2.5g Omega 6 1.1g
Sustainable Farming Sun Ripened Continuous Water Consistent Nutrition Use of Technology Chemical Free Clean & Pure
The Chia Company Supply Chain The perfect environment Sustainable farming Quality Traceability AUSW10BD008 The Chia Company delivers the consumer appeal of the farmers market on a global scale
Batch Investment Testing systems & Quality -every Control batch traceable to the field AUSW10BD008 AUSW10BD008 AUSW10BD008 AUSW10BD008
Click to edit Master title style Marketing
Health and Wellness Brand
Bakers Delight & Nudie
CHIA POD ~ Meets What Consumers Are Looking For COMBINING CHIA & PLANT BASED INGREDIENTS WITH ON-THE-GO CONVENIENCE! Chia Category Growth $72M $370MM Category by 2015! Category Premium Packaging Consumers are attracted to clean, simple packaging & brands Gluten Free $1.31B $1.7B Category by 2015! $840MM $72MM $21MM 2011 2013 2015 2005 2011 2015 I ll Take That To Go Short & Sweet Breakfast is the new eating-out occasion and consumers are seeking convenience and portability -Rabobank May 2013 Consumers are looking for ingredient lists that are short and understandable and processed foods are moving out Nutrition Business Journal, November 2012 Dessert or Meal Replacement "Spoonable yogurt is consumed as a snack, at breakfast, as a dessert, as a meal replacement and as an ingredient for cooking.and with penetration at about 90% manufacturers must increase use occasions to encourage volume growth Mintel UK 2012 Omega 3 s for Heart Health Demand Will Continue as Boomers Age Fiber & Dairy Free 65% of respondents think high fiber is a significant health related attribute in choosing a breakfast food; a category with expected growth of 26% through 2017 -Mintel Breakfast Foods, September 2012 Dairy Free Market is expect4ed to grow from $500MM in 2012 to $650MM in 2106(10% CAGR); However growth could be much higher if companies brought more innovation to category. -New Nutrition Business, Study May 2012
Top Customers Major Retail Customers Major Ingredient Customers
8 New Products Launch in Woolworths in September
Kelly Slater TV Commercial TV Campaign Kelly Slater farm visit and surfing footage 2 creative executions: - 30sec - 15 sec 4 weeks placement from w/c 9 Feb to w/c 9 Mar Retailer logo inclusion
2014 Launch of the Pop-Up Breakfast Bar London New York
US Open Tennis Sponsorship Shelf Talkers Australia & US In-Store Promotion Wobblers Stickers on Pack Top Sponsorship at Event Bottom In-Store Timing July 1 st to August 21 st Consumer Offer Consumers will go to www.chiapod.com to enter to win