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Cranberries we know them best as the

tarte red fruit and sauce found on most

Thanksgiving and holiday tables

however the cranberry industry is in a

sticky situation growing more fruit than

demanded driving prices down word and

causing a generation sold industry and

way of life to be thrown into peril in

fact in 2014 the cranberry harvest

produced so many cranberries that the

United States Department of Agriculture

had to purchase these cranberries in

order to keep cranberry farmers afloat

introducing cranberry unnaturally sweet

heart-healthy and convenient option for

a year-round snacking the snack food

industry in America continues to grow

Americans spent twenty four and a half

billion dollars annually on snack foods

alone and trends tell us that numbers on

the rise

driven by Millennials consumers also

want healthier options 48 percent of

adults replaced meals with snacks three

to four times each week and 90 percent

of consumers snack multiple times each

and every day berry fresh will

capitalize on this market opportunity by

introducing cranberry a naturally sweet

heart-healthy and convenient option the

kind demanded by today's on-the-go

consumers cranberry will revitalize a

market that's been on a steady decline

and breathe new life into the cranberry

industry cranberry will break into the

marketplace as an extension of the berry

fresh brand which already holds the

strawberry blueberry and raspberry

brands and a marketing strategy designed

to attract today's health convenience

and taste focused consumers now let's

take a look at our market analysis with

Erica recent market trends indicate a

favorable entrance for both the fresh

and dried cranberry into the snackable

fruit market healthy on the go options

are priority and 67 percent of consumers

buy fruit for snacking over all us berry

consumption is growing by four percent

annually but cranberry consumption

remain constant at point eight pounds

per capita per year in the fresh fruit

market packaged ready to eat fruit

accounts for two-thirds of sales and

this segment grew 120 percent between

2013 and 2015

after decline in 2008 in 2009

the dried fruit market grew by 4 percent

in 2013

dried fruit consumption is expected to

continue growing with total market

revenue expected to exceed four point

nine billion dollars by 2020 grown in

the heart of Wisconsin's cranberry

country cranberry will appeal to the

health-conscious consumers looking for a

naturally sweet healthy on-the-go snack

our consumers reside in these target

states our primary target consumers are

the individuals between ages of 18 and

44 who are willing to pay extra for

convenient fruit options this market

includes Becca berry a 35 year old

mother of two who works part-time as a

physician's assistant she and her

husband earned an annual household

income of one hundred and ten thousand

dollars becca enjoys a busy lifestyle

and as always running her kids to and

from school sports practices in dance

lessons becca loves cranberry because

it's a healthy sweet snack that the

whole family can enjoy while on the go

victor vine is a 24 year old sales

consultant he earns forty five thousand

dollars annually and goes to the gym

daily to workout he chooses cranberry

because it's a healthy snack that

complements his active lifestyle our

secondary target market consists of the

consumers between the ages of 45 and 65

like Franny Franny Franny is a 58 year

old grandmother and retired school

teacher her annual household income is

one hundred and fifty thousand dollars

Frannie loves listening to radio and

values family tradition like a lot of

consumers in this age group Frannie

chooses cranberry and other healthy

ready-to-eat snack foods and enjoys the

ease of single serving packs and now

here's Sidney with an overview of our

competitive analysis cranberry

enters the market as the only snack size

cranberry option and has the advantage

of being a fresh fruit option when its

competitors are locally out of season

competitors in the fresh snack fruit

market include apples oranges like halos

and cuties bananas and pears Cranbury

boasts more antioxidants

anti-inflammatory properties and good

for you vitamins than these other fruits

in addition cranberry boasts a shelf

life of 28 days 3 weeks longer than its

competitors with a lower natural sugar

content cranberry has fewer calories per

serving and offers a unique naturally

sweet taste

in addition cranberry will be premium

priced over its competitors because of

its convenience packaging and superior

health benefits ocean sprays craisins

dominates market share in the dried

cranberry market however its natural

sweetness allows cranberries to enter

the market as the only dried cranberry

without added sugar to give you an idea

of that sugar difference ocean sprays

craisins has 26 grams of added sugar

cranberries dried cranberries have no

added sugar and 9 grams of natural sugar

indirect competitors in the dried snack

fruit market include other dried fruits

cranberry continues to excel with its

sugar content and health benefits

including helping to prevent urinary

tract infections moving on to our SWOT

analysis Cranbury has the advantage of

being first to the market as a snack

fruit having exclusive relationships

with its growers who provide a fresh

local and plentiful supply of

cranberries and being convenience being

packaged for its convenience we do

realize that it's seasonal freshness

premium pricing and low product

awareness may be perceived as weaknesses

opportunities include the demand for

healthy and convenient snacks in the

revitalization of the dried fruit market

and threats are the emergence of shadow

products and natural forces now here's

our business proposition with moriah

cranberry is a twist on a Wisconsin

tradition that provides added value and

new

opportunities to an industry that has

demonstrated steady decline our plan for

Cranbury rests on five key planning

assumptions first kranberry

is a brand extension of berry fresh a

distributor of fruit products from

Wisconsin and the Midwest our company

has established relationships with

retailers in specific markets and access

to shelf space in each next customer

focus groups have taste tested and

approved Cranbury for sale and

consumption demonstrating a demand for

this new cranberry cultivar third

growers have licensed the product from

the Wisconsin alumni Research Foundation

at the University of Wisconsin Madison

very fresh holds exclusive contracts

with growers and anticipates ample

supply of cranberries to meet product

demand through year three and beyond

cranberry vines planted in 2010 provided

a test crop in 2015 and will be ready

for harvest in fall of 2016

forced berry fresh has an established

relationship with Culver franchising

Systems Inc which is agreed to a

three-year partnership with the

cranberry brand all recipes have been

taste tested and cranberry salads and

custards are ready for introduction in

Culver's restaurants last by the last

cut custom consumers in our target

audience eat two servings of fruit per

day moving on to our goals first to

achieve 30% brand awareness within our

target market with 25% aidan and 5%

unaided next to secure a point three

percent market share within the fresh

snack fruit market and a two percent

market share within the dried fruit

snack fruit market in Wisconsin and our

expansion cities last by the end of year

three we will achieve a net profit that

meets or exceeds three million dollars

finally through our strategy statement

cranberry is the only naturally sweet

cranberry packaged for on-the-go easy

snacking offering heart-healthy new

additional benefits and versatility to

the fresh and dried cranberry markets

cranberry provides added value and new

opportunities to growers now let's hear

our sweet plan of action from Jordan and

Savannah cranberry is the first to the

market naturally sweet cranberry for

on-the-go snacking it will be available

in one ounce single serve packages both

fresh and dried our promotion the heart

of cran campaign with the tagline lose

the tart help the heart focuses on

engaging consumers through strong

emotional connections to cranberry by

capitalizing on tradition and the

products naturally sweet heart healthy

and convenience Packaging our campaign

objectives will work to establish

cranberry as the premier fresh fruit

snack option replacing more traditional

choices our campaign objectives will

also work to connect the consumers to

the farmers who grow their food and

increase added value for cranberry

producers will hire one brand manager to

collaborate with our existing marketing

team this person will coordinate all

launches sales and promotional events

will also hire two brand managers to

oversee in-store demonstrations and

collect customer feedback they'll drive

the cran car to festivals and community

events they'll also organize on the

marsh tours and educational sessions for

consumers Cranbury will be Premium Lee

priced to our retailers at a wholesale

value fresh and dried in one ounce

packages of 84 cents and 89 cents

respectively a suggested retail price of

one dollar and nine cents and $1.29 for

the one ounce packages positions

cranberry slightly above other fresh

fruit snack options but our heart

healthy attributes our natural sweetness

and our convenience packaging will

appeal to the on-the-go consumer

cranberry will be available throughout

Wisconsin in year one and the second and

third year will expand into surrounding

major Midwestern cities in year one

cranberry will be available in 34

Wisconsin grocery stores such as

Roundy's

and Metcalfe's as well as almost 300

quick trip locations throughout the

state of Wisconsin year 2 will bring

expansion into 110 grocery stores and an

additional 200 Kwik Trip locations

throughout surrounding major Midwestern

cities in the first year Cranbury will

be available in Wisconsin as the 1 ounce

snack package will expand that one out

snack package in the second year to the

surrounding major Midwestern cities as

well as introduce a value 8 pack into

Wisconsin grocery stores in the third

year will expand that value 8 pack into

the surrounding major Midwestern cities

capitalizing on the restaurants farmer

appreciation messages Cranbury will

partner with Culver and an effort to

promote Wisconsin agriculture and the

heart healthy naturally sweet cranberry

cranberry will be available in as an

addition to kids meals fresh during the

growing season and dried during the

remainder of the year cranberries will

also be available fresh and dried on

salads and as a frozen custard topping

lastly cranberry will be a featured

select frozen custard flavor of the day

and now Savannah we'll go over our

strategies and tactics in September 2016

the heart of cran campaign will launch

cranberry into the marketplace with the

tagline lose the tart help the heart

focusing on the naturally sweet heart

healthy and convenient aspects of

cranberry the campaign will generate

consumer interest and foster a

connection between the product and the

tradition of Wisconsin cranberry farming

to raise brand awareness a cranberry

product page will be added to the

existing very fresh website interactive

QR codes on packaging will direct

consumers to a marsh locator the marsh

locator will allow consumers to see

where their package of cranberries was

grown the website will also feature a

virtual marsh tour using pictures and

videos of farmers harvesting cranberries

to give consumers an inside look at

cranberry production during the harvest

season cranberry will be highlighted on

the berry fresh blog to promote our

fresh product while it is available

dried cranberries will be featured

on the website and blog throughout the

year Cranbury will use the established

berry fresh social media platforms to

promote and accept entries to the how to

Ukraine photo contest using the hashtag

how to Ukraine this campaign will

encourage consumers to share how and

where they enjoy the convenient

cranberry this consumer-generated social

media attention will raise product

awareness and credibility to expand our

reach

cranberry will be featured at Wisconsin

cranberry festivals and the Wisconsin

State Fair where samples nutritional

information and buy-one-get-one coupons

will be distributed a cranberry branded

kiosk will be placed in select retail

locations for product sampling and

coupon distribution the Korean kiosk

will incorporate the heart of crayon

campaign theme and feature the tagline

lose the tart help the heart in an

effort to connect consumers with

producers cranberry will provide

students and the general public with an

on the marsh experience berry bus tours

will allow students and consumers to see

the heart of the industry by meeting

farmers and tasting fresh cranberries

strategic earned media initiatives in

print and appearances on local talk

radio and television shows will broaden

exposure in our key markets and drive

traffic to retailers alice in dairyland

the face of Wisconsin agriculture will

promote cranberry as a Wisconsin grown

product at events throughout the state

to target consumers in our key markets

of Wisconsin and throughout the Midwest

the heart of Crayon campaign will

advertise cranberry in these

publications and on billboards and

strategic locations we will also promote

cranberry and banner ads on the American

Heart Association website and in

Facebook click to purchase ads cranberry

will be featured at select trade shows

to broaden awareness attract retailers

and promote future sales the cran car

will provide mobile advertising when the

brand ambassadors travel to trade shows

and festivals cranberry will compete for

the best new

packaging and best new fruit product

awards at the United fresh trade show in

Chicago Illinois these accolades will be

leveraged to enhance sales and generate

new retailer relationships and consumer

interest

lastly February is American Heart Month

as a heart healthy snack cranberry will

support the American Heart Association's

Go Red For Women campaign by donating

five percent of sales in the month of

February to local chapters now let's

take a look at our financials with Jamie

cranberries financials are conservative

yet promising we will distribute our

product through two channels wholesale

to retailer and wholesale to restaurant

in our wholesale to retail our market we

expect to sell over 1.9 million ounces

of cranberries by the end of year one by

year two we will see an upward trend in

sales resulting in over 4.2 million

ounces of cranberries sold by year 3

sales look as impressive as we expect to

sell nearly 14 million ounces including

our wholesale to restaurant sales we

expect to sell over 16 million ounces or

41.9 acres of cranberries by the end of

year 3 due to extended contracts with

our gars we will provide a 25% grower

premium in addition to our contract a

barrel price of $62 this 25% grower

premium will provide fifteen dollars and

fifty cents of added value per barrel

and will equate to more than $100,000 in

additional income for our growers

despite our substantial grower premium

cranberry will see high margins of

return due to a low cost of goods sold

of 26 cents per ounce in an average

wholesale price of 53 cents per ounce

finally our high production expenses and

strategic marketing investment in year

one were resulting on net loss however

this will prove beneficial by year two

as net profit exceeds 425 thousand

dollars due to increase brand awareness

and efficiency finally we will reach

a healthy profit margin of 34% and a net

profit that it seeds

33 million dollars now here's Brandon

with monitoring and measuring the

effectiveness of the three-year

cranberry campaign will be evaluated

using the three goals

Mariah described earlier brand awareness

market share and profit as our

benchmarks will measure brand awareness

with viral heat and Google Analytics to

measure social media and search engine

interaction respectively along with

qualitative and quantitative in-store

and online surveys when we exceed our

goal will expand cranberry to new

retailers and cranberry growers and

pursue an e-commerce strategy and if

market forces shift will revise our

messaging and social media placement

increase our product education and

explore partnerships with other

franchises will monitor market share

with a combination of quarterly market

share reports and annual sales data with

industry trends and product statistics

to ensure that we reach our goals at

both the fresh and dried snack fruit

markets after we exceed these goals

we'll explore additional practice

tensions and holiday season

opportunities and if we see stagnation

and growth will increase our use of

coupons and samples and reevaluate cross

channel marketing lastly we'll track our

profitability with monthly quarterly and

yearly sales reports when we reach three

million dollars in sales will expand

cranberry beyond the Midwest region and

our just our price and supply

accordingly and if we see external

factors challenge our profit

expectations we'll review our pricing

strategy and package sizes and limit our

production amounts and now here's Kate

to wrap up our plan Board of Directors

our innovative product and this exciting

marketing campaign will solidify the

cranberry brand within the berry fresh

family and within the hearts and minds

of consumers cranberry will become a

year-round snack food it will bring

financial success to our company and

profitability back to cranberry growers

we have the opportunity to capitalize on

a market that is growing at a phenomenal

rate a market that is demanding

healthier options a market that wants to

lose the tart and help their heart that

market wants cranberry we thank you for

your time and attention and we'll

welcome any questions at this time I'm

wondering about the decision to partner

up with Culver it seems like you're

focusing everything on heart healthy and

I could be wrong but I don't think that

most of their menu supports a heart

healthy position so how did you choose

Culver and did you have any other

options that you rejected favor of them

can you please pull up the backup slide

we chose to partner with Culver because

of their values of Farm Fresh tradition

and on the go and those directly aligned

with our true to our values as well at

berry fresh and cranberry we chose to

partner with Culver as a place because

consumers today are still our consumers

from our target market are still looking

for that on-the-go option and the top

five reasons that people eat out four of

them aligned with why we've partnered

with Culver including a healthy menu

option and an innovative or creative

food so by partnering with Culver we

know that everyone is busy and so people

like Becca Berry who is on the go from a

hard day at work coming home with her

two kids from soccer practice and

doesn't want to go home and make a meal

will stop at Culver and do the on the go

option and still have that healthy

choice for her

okay I have a question regarding the

incentive for the producers you've got

an additional premium back on top I

guess whenever you're going to be losing

money the first year why are you giving

it and sent it back to co-op members we

will be providing in to 25% group rheem

iam in addition to our contracted barrel

price to incentivize producers to kind

of hop on board with this product as

well as to pay for the licensing fees

but they'll be working out with Wharf so

if the market is down and I'm having to

rely on the government to buy my current

Cranberries isn't that enough of an

incentive for me to want to plant a new

variety I guess I'm not tracking why we

need to give additional premiums we felt

that the grower premium will add added

value and benefit to those producers

cranberry vines take five years - before

that they are ready to produce and can

sell those berries so growers are

looking for a new way to add value and

since USDA has had to purchase

cranberries in the past that grower

premium will add that new opportunity

for growers and we feel that that grower

premium is beneficial to those growers

so if it takes if it takes five years

good she asked my same thing about the

scent of getting the center for the

growers but if it takes five years for

the growers I mean how many growers do

we have now growing this new variety the

sweeter version of cranberry I mean do

we have enough to even get into the

market or where we had starting out we

will have three growers growing this

cultivar and we've chosen growers who

will be ripping out their vines from

past years and so they're looking for a

new alternative to diversify their

operation and since we are providing

that grower premium we're going to

provide over $100,000 in additional

income for them within our third year of

production

so you know it's a great opportunity for

them to join on board with cranberry I'm

looking at the chart that says marketing

expenses year one and under donations is

five thousand four hundred and thirty

nine dollars but you say that you're

going to donate five percent of total

sales to local chapters and I don't is

that total sales net sales gross so it

because what I'm coming up with is sixty

five thousand dollars we will be

donating five percent of net profit okay

that makes a difference

thank you I have a question on the

financial statement you were talking

fresh sales versus dried sales and based

based on the seasonality it look at the

fresh sales numbers were really high

compared to the dry sales numbers how

does that work out because he would seem

that you'd only have a that's a slight

thanks but you would only have a limited

amount of time that you could sell fresh

sales the fresh product versus dry and

yet those numbers seem pretty that's a

pretty big swing there when we looked at

the fruit consumption for the entire

population over 60% of fruit consumption

is a fresh and only five percent it's

dried when you look at those numbers and

you take two percent which is our goal

of the sixty percent that's a much

greater amount than taking point or 0.3

percent of the sixty percent that's a

much greater amount than two percent of

the five percent and therefore we

anticipate that we will have a greater

amount of sales in the fresh segment

than the dried segment and even with the

seasonality your that seems to still

work yes what

what's the consumption rate per person

that you're depending on is it one

package a week one a month and what's

the split between fresh and dried

me we are assuming that our consumers

will be consuming about one package for

every two months within the first year

and that'll be steadily growing to reach

our market share could you please repeat

your second part of your question I'm

kind of wanting to know the split

between what you think fresh versus the

dried the difference between the two

sure as far as percentages

that's about 68 percent for the fresh

and 32 for the dried okay it does cost

more to produce the dried yes thank you

this is actually our forests line

extension correct there are other

products in the mix compare and contrast

this launch with those what have you we

learned before that we're going to apply

to this launch with those other berry

products education was not a main factor

since people are very familiar with the

strawberry with a naturally sweet

strawberry and naturally sweet blueberry

and a naturally sweet raspberry

however with those launches we also

learned that for this launch we knew we

would need education so we have

capitalized on education and all of our

strategies and tactics and use that as a

main point for this new launch does that

answer your question

kind of kind of stain on this on this

slide and the very fresh whenever we

talk about the distribution channel of

this current the current three brands is

that does that match with the

distribution channel that you're

proposing and is it broader yes we are a

regional food processor and distributor

so we already have established

connections within the Midwest market so

that's why we selected those Roundy's in

Metcalfe's markets as well as the Kwik

Trip because we already have established

relationships with those retailers and

shelf space available in each can you

talk a little bit about the target

audience you did a really nice job

setting it up that you have basically

the moms and then like the young

Millennials but yet the action plan

didn't seem to vary all that much within

those audiences can you talk a little

bit about some of your thinking behind

that um with the with our action plan we

are focusing a lot on education to

educate the consumer about our new

naturally sweet cranberry with our

educational events or with our

educational promotions we are going to

have the crayon kiosk in grocery store

locations to reach our target market we

are also going to be using the Barry bus

tour to educate or to educate children

and we are going to use the children as

a poll strategy from their children to

the parents we are also going to partner

with Farm Bureau for educational AG in

the classroom in addition for that

secondary target market we have created

some other strategies including radio

advertising and other things to gather

that secondary target market thanks will

you be doing anything to help retailers

sell this we'd be doing any coffee

advertising with them are we considering

that at all

we will have coupons at Culver's at the

point of sale

that will be buy one get one which we've

allotted for in our financials these

coupons will direct our customers or

direct Culver's customers to the grocery

store to purchase cranberry when they're

at the grocery store purchasing

cranberry there will also be coupons

there that will push our customers over

to Culver to purchase things on the menu

that include cranberries such as salads

and frozen custard okay do you have a

take rate on the coupons

yes we're risk Suman of redemption rate

of 3% thank you looking at the price

with the competitors of our products

significally higher than craisins and

other dried fruit I mean there's a big

price difference