TABLE OF

CONTENTS
Executive summary.............................................................................................................................5
Our Vision & Mission..........................................................................................................................6
Problem and Market Situation...........................................................................................................7
Market situation...............................................................................................................................7
Reasons for problems in the food industry....................................................................................8
Our Solution.......................................................................................................................................14
Opportunity and Market Size...........................................................................................................17
The coffee industry....................................................................................................................18
Fresh fruits and vegetables (groceries industry).....................................................................19
Fresh flowers and plants industry............................................................................................21
The Seafood Industry................................................................................................................22
The Meat Industry.....................................................................................................................25
Features details..................................................................................................................................32
Value Proposition..............................................................................................................................36
Traditional versus FRESHDAY MODEL.......................................................................................37
The Technology Stack.......................................................................................................................39
Architecture...............................................................................................................................39
API protocols..............................................................................................................................39
Web Dapp and Mobile application...........................................................................................39
AML and KYC protocols..........................................................................................................40
Blockchain architecture................................................................................................................41
Token Economics...............................................................................................................................42
Business model...................................................................................................................................43
TABLE OF CONTENTS

Current business and short history..................................................................................................44

Competitor Analysis..........................................................................................................................46
Marketing Plan..................................................................................................................................47
Pre-ICO marketing....................................................................................................................47
Post-ICO Marketing..................................................................................................................47
Project Milestones..............................................................................................................................49
Project Roadmap...........................................................................................................................50
Our Team...........................................................................................................................................51
Core team...................................................................................................................................51
Operations team.........................................................................................................................53
Advisors......................................................................................................................................55
Team’s past experience.................................................................................................................57
Our partnership.................................................................................................................................58
Current Business Scenario............................................................................................................58
Financial projection...........................................................................................................................59
Token Distribution............................................................................................................................60
Token Sales Details............................................................................................................................63
Funding requirement.........................................................................................................................64
Funding Usage...................................................................................................................................65
Legal disclaimer.................................................................................................................................66
Privacy Policy.....................................................................................................................................66
1.EXECUTIVE SUMMARY
The food industry is the biggest industry in the world, but it is also the most ineffective. It
is full of intermediaries who exploit the producers while hiking the prices that buyers get.
As a result, billions are lost each year. Many farmers with quality products are unable to
get their product to the right market because of numerous restrictions that exist.
Industries like the coffee, fresh fruits, and vegetables, floriculture, seafood and meat
industry are quite profitable, but intermediaries limit what the markets could achieve.

FreshDay provides a blockchain-based alternative that provides the key stakeholders with
direct B2B communication. Buyers are able to view the products different producers have
to offer through the auctions that we will be having in different markets. Once they pick a
specific producer, they can liaise with us to help get them adequate logistics and
transportation as well as maritime insurance from our partners. This means that they can
concentrate on picking the best produce while they let us ensure that their products are
delivered in time.

The benefit over competitors is the host of features offered including real-time auctions,
direct B2B interaction, transparency in the transactions, secured payments that are fast,
low transaction costs and access to big data analytics that can be used to predict trends.
The main stakeholders who benefit are small and medium producers and buyers who
have been stifled by intermediaries for decades. Buyers can be able to get the best quality
products at cheaper rates because they will no longer be exploited by unscrupulous
intermediaries. All this is at only a 10 percent transaction cost. This is significantly lower
than what intermediaries have been charging. It also gives producers real value for their
products on a transparent platform.

FreshDay hopes that after the successful ICO, the coffee and floriculture industries will
be revolutionized in 2021. The other industries are soon to follow. Join the upcoming
ICO to help build the platform.

5
2.VISION AND MISSION

OUR VISION

Be a revolutionary, interactive, transparent and mutually beneficial global

online marketplace enabling wholesalers, retailers and growers to trade in a

facilitated decentralized environment.

OUR MISSION

FreshDay strives to promote development of global food industry by bringing

efficiencies across the supply chain of international while facilitating trade

through emerging technologies.

3.PROBLEM AND MARKET
SITUATION

3.1 MARKET S I T U A T I O N

The food industry is the most important industry in the world. However, there are
millions who are starving each year because of lack of access to food while in
some cases food products never get access to markets that require them because of
poor supply networks. The inefficiency of the existing food industry leaves a lot of
waste and a lot of people lacking access to good food. The World Bank estimated
that 1.3-2.3 billion tons of food was wasted or lost in 2016 while 765 million
people did not have access to adequate food. It translates to one in nine people not
having access to adequate food while 1.3-2.3 billion tons are lost. This is around a
quarter of all the food produced.
 3.PROBLEM AND MARKET
SITUATION
Apart from the shortage of food, there are other additional barriers that limit the
ability of farmers and small-scale manufacturers to get food to specific markets.
As a result, huge losses are made especially in developing countries. Many
countries in Asia, Africa, and South America have very good harvests during the
rainy season, but most of it goes bad because farmers there do not have access to
markets where they can sell their produce. A few months later, these same
regions are suffering from famine because farmers lost their yields and they do
not have any money to purchase food. It leads only to a vicious cycle of famine
and waste.

More than 53 percent of cereals produced around the

world is lost despite having a longer shelf life than
other types of food. In terms of weight, fruits and
vegetable groceries account for the biggest amount
of food that is lost. This is particularly worse in sub-
Saharan Africa where despite only 5 percent of food
being lost during consumption, the bulk of this food
is lost during production and processing. It results
in loss of income especially when farmers spend a lot
of money on infrastructure, irrigation, and
implements to get a decent yield

3.PROBLEM AND MARKET

 SITUATION
3.2 REASONS FOR PROBLEMS IN THE FOOD INDUSTRY
There are several reasons why there is so much wastage in the food industry
despite the global economy. They include

a. Perishability of foodstuffs

Most of the food produced by farmers and small-scale manufacturers

does not last long. Even with adequate refrigeration and storage, some
things like vegetables and meats would go bad quickly. As a result,
simply considering storage is not a viable solution. This creates a
natural problem where farmers and small-scale producers have excess
produce at certain times of the year and shortages of food at other times
of the year
b. Lack of market access

The simplest way of reducing starvation is by allowing small-scale farmers

to get access to markets where they can sell their produce and get money
that can help them feed themselves and their families during droughts.
However, many farmers and small-scale manufacturers do not have access to
global markets. The inability of farmers getting access to specific markets
where their produce is needed created an artificial shortage in these markets
and increasing wastage for producers.

c. Expensive distributive channels

The global food supply chain is the culprit for most of the wastage in the
world. The supply chains are made up of expensive distribution channels that
can only be accessed through intermediaries. As a result, the prices rise
considerably because the intermediaries increase the prices to maximize their
profit. These intermediaries also exploit farmers and small-scale producers by
buying the produce at substantially lower prices. As a result, the cost of food
increases without any direct benefit to the farmers and producers. This
inefficacy in the global supply chain reduces the demand for produce and
increase the likelihood of food going bad because buyers are unable to meet
the demands of the prices set by intermediaries.
3.PROBLEM AND MARKET
SITUATION

d. Fragmented B2B networks

Since the global food supply chain relies on intermediaries, it is not in their best
interest for buyers and producers to connect with each other. Such a business
model would eliminate their usefulness in the supply chain. As a result, few
buyers have direct contact with the farmers and producers. Instead, they normally
interact with intermediaries. The lack of established business to business
networks makes the supply chain quite wasteful and ineffective.
There is no other industry where buyers and producers do not have contact
except the food industry. That is why over a quarter of the produce around the
world is lost because the B2B networks are inexistent, leading to lack of
coordination.
3.PROBLEM AND MARKET
SITUATION
Inefficient payment channels

Another serious issue plaguing the global food industry is the lack of efficient
payment channels that can be used to improve international trade. The main
problems include the lack of fast payment methods. International purchases
have to rely on bank settlements that can take days and sometimes weeks to
clear. This inefficient payment system discourages international trade for
perishable items like groceries and foodstuffs.

e. Gateway keepers and economies of scale

The global food industry is dominated by massive retail chains and

intermediaries who act as gateway keepers. These firms abuse their size to force
small-scale farmers and producers to sell their produce at very low cost under
the threat of not buying. There are many reports of nefarious individuals
refusing to buy produce from specific farmers and small producers or only
offering very low prices because they know these producers do not have
another option other than to sell to them. Since small-scale producers do not
have adequate economies of scale, they are unable to negotiate MOQs directly
with buyers. This extends beyond normal pressure, and it becomes
exploitation and exhortation.

f. Lack of transparency

Since most of the intermediaries have a vested interest in the profits that they
make, they never reveal information to either the buyers or the sellers. They
sometimes exaggerate the prices so much that it buyers are purchasing five
times the price being sold by the buyers. Since this benefits the intermediaries
in the food industry, producers get very little compensation for their produce
while buyers buy substantially more than what they would have because they
are unaware of the true market prices.

It is evident that the global supply chain is being controlled by large-scale

retailers and intermediaries who have centralized the entire industry.
As a result, they ensure that producers and buyers do not develop B2B
networks like in other industries. As a result, buyers are overpaying while
producers get peanuts. All the while these intermediaries earn more than the
key stakeholders because of controlling the supply chain.
The FreshDay team realized the problems facing many of the world’s food
industries and decided to find a solution. As highlighted, the biggest problem is
the intermediaries and the lack of direct communication between the buyers and
the producers. Buyers, in this case, are retail outlets that sell the different products
to end consumers while the producers are farmers and small-scale producers like
fishermen, ranchers, and others.

FreshDay opted for the creation of a blockchain-based system that can create a
truly trustless network where all the producers and buyers have access to the
products. Blockchain technology is perfectly suited for this because it eliminates
the need for intermediaries who exploit both producers and the buyers to make a
profit. It also helps to improve payment efficiencies in the global food industry.
Blockchain can offer better payment modules that others can enjoy consistently.

The reason why FreshDay chose blockchain technology instead of centralized

alternatives was mainly three-fold. First is the security of the platform. A secure
blockchain-based platform will protect the stakeholders from the risk of loss of
money especially in the risky technology space that exists right now. There are
more hackers trying to steal from hardworking individuals. Blockchain will
ensure that hackers are unable to steal money or access sensitive information. The
second reason is the need for some protection against nefarious individuals.
Blockchain technology allows the creation of pseudonyms that protect the
identities of the individuals. The benefit is that it can prevent favoritism that is
currently a problem. Intermediaries in the food industry show favoritism towards
specific producers regardless of the quality of the produce. As a result, it makes it
hard for new farmers and producers to break through the market.
The final reason for using blockchain technology is the transparency that it
offers. Transparency is important, especially when dealing with companies that
rely on open communication. The food industry is one of the most segmented
industries around the world.

However, the introduction of a transparent blockchain-based system will help

improve multiple aspects. First, it will enable producers and farmers to get value
for the products they make. When the producers are aware of what the buyers are
willing to pay, they can set their prices more effectively. This transparency will
eliminate exploitation by intermediaries. The transparency will also allow buyers
to pick the best produce from the best producers. It is evident that blockchain
technology enables the creation of more efficient and trustworthy supply chains
while encouraging B2B networking among buyers and producers without relying
on exploitative intermediaries.

The solution that has been developed has five main aspects solved by the
FreshDay blockchain system. They include:

 Shipment consolidation – This refers to the consolidation of shipments to

make them more commercially viable for buyers and sellers.
 Trustless environment – The transparency in the blockchain platform
means that the stakeholders can rely on the frictionless and reliable
environment provided by FreshDay
 Intermediary-free channels – The intermediaries in the blockchain industry
are the most exploitative parts if the global food supply chain, The FreshDay
solution eliminates intermediaries reducing costs and improving
transparency.
 Efficient payment measures – Since blockchain technology is run by
algorithms, it reduces the operating costs leading to lower costs.
Additionally, the payment is more cost effective as compared to
traditional international bank settlements.
 Vetted B2B network - FreshDay offers a genuine B2B network where all
the parties added to the blockchain undergo a rigorous authentication
process. The authentication done by the editor ensures that the individuals
are true producers and buyers. Intermediaries will not be added to the
network.

16
The global food industry can help the entire world in several different ways if it
was streamlined and the intermediaries were eliminated from the industry. The
global food industry is the biggest industry on the planet. It is worth 10 percent of
the entire GDP. The latest estimates are that the industry is worth $5.6-9.9 trillion
from the $56 trillion global GDP.
The industry is expected to maintain the growth of around 7.8
percent CAGR from now till 2022. This makes it the largest
and one of the fastest growing industries in the world.
FreshDay is interested in five main food market opportunities.

18
THE COFFEE INDUSTRY

Coffee is one of the world’s favorite beverages. It is consumed in most major

countries in almost all five habitable continents. It is an integral part of modern
society. As a result, it is the second most sought-after food commodity the world.
The industry is approximately worth $100 billion dollars.

19
The industry has a CAGR rate of 5.5 percent per year indicating the tremendous
growth expected in the industry. In America alone, consumers spend around
$74,2 billion per year on the produce creating millions of jobs directly and
indirectly. Europe has the largest consumers of coffee per capita with the
Netherlands, Finland and Sweden consuming 260.4, 184.9 and 141.9 liters per
person each year.

20
It is quite clear that the coffee industry is a thriving industry. While most
countries with habitable climate produce coffee, the best coffee is from South
America, East Africa and parts of Central America. Brazil is the largest producer
accounting for 27 percent of the total 158.93 million bags of coffee produced
each year. Arabica coffee from East Africa is also popular due to the distinct
taste and strength of the coffee. FreshDay has a vision of carving out
approximately 20 percent of the global market in 5 years using its innovative
approach to improving the coffee supply chain for better B2B networking.
FRESH FRUITS AND VEGETABLES (GROCERIES INDUSTRY)

As people continue to become more aware of the health impact of what they eat and
the dietary guidelines given by health professionals, the amount of fresh fruit and
vegetables consumed has increased substantially. The global fresh fruit and
vegetable industry is around $100 billion.

As more people are turning to vegetarian diets, the consumption of fresh fruits
and vegetables is expected to continue increasing. Estimates suggest that by 2030
over 32 percent of the world’s population diet will be predominantly fruits and
vegetables. The expected CAGR rate of the fruits and vegetable market will be
around 2.88 percent increase each year. While this is not very high, already the
consumption is substantially high.
This is the industry that has the most wastage because fruits and vegetables are
very perishable. A more effective supply chain for groceries will improve
earnings for producers while reducing wastage using more efficient systems.
While this is one of the most restrictive oligopolies, FreshDay hopes to carve out
approximately 10 percent of the market in the next five years using the more
effective approach that links buyers directly to producers.

23
FRESH FLOWERS AND PLANTS INDUSTRY

Another thriving industry around the world made of perishable goods is the
floriculture industry. The industry is made up of the production and the sale of
flowers and plants. The global industry is estimated to be between $104-110 billion
shillings per annum. The annual spending in the United States alone is estimated at
around $26.6 billion per month. Most of the flowers in the united states are imported
from Colombia and Ecuador.

However, the United States is not the largest market for flowers. The title goes to the
European Union that buys the largest amount of flowers around the world. The size
of the European flower market is $31.3 billion. The market in the United States is
$26.6 billion while Japan is third with a value of $15 billion. In comparison, Japan
has the largest per capita spending on flowers.
The small country is able to compete with America and Europe in size of the
industry. The flower market in other countries like China, Malaysia, Taiwan, and
Korea has been rising. Estimates suggest that in the near future Asia will surpass
the United States as the second biggest flower market.

25
FreshDay hopes to capture 20 percent of the $110 billion markets in the near
future. With a growth of 5.0 percent CAGR per annum, it is a lucrative industry.
The FreshDay approach can increase sales of the perishable commodity while
reducing wastage by giving producers better access to the best markets.

THE SEAFOOD INDUSTRY

Increased awareness in health benefits and nutritional value of consuming
seafood has increased the demand. Many countries have seen an increase in the
consumption of white meat with fish and crustaceous being the most popular
source.

The global seafood industry is valued at $176.45 billion based on information from
the FAO. The industry is expected to maintain a growth of 4.46percent per annum
based on the projected CAGR. This means that by 2022, FAO predicts that the
industry will have a value of $219.42 billion. The FAO estimates that the global fish
production was at 171 million tons.
The greatest producer of fish is China that produced over 20 billion tons of fish
closely followed by Latin America and the Caribbean region producing around
18 billion tons of fish. The third greatest producer is Africa followed by the
Oceania region producing around 3 billion tons of fish.

27
28
On the other hand, the markets with the greatest demand include Europe that
consumes over 60 billion tons of fish with only a 50-billion-ton production. The
result is a 10-billion-ton deficit of fish that producers can exploit. North America
also has a demand of 25 billion tons of fish with only a 12 billion-ton production.
This indicates over the 13-billion-ton deficit in America. Asia excluding China also
has a deficit, but it is substantially smaller than in other regions. It is only around 1
billion tons in deficit. FreshDay hopes to carve around 20 percent of the global
seafood industry in the next five years with a particular focus on Asia and Europe
in the first couple of years.

THE MEAT INDUSTRY

The meat industry is one of the largest segments of the entire food industry. The
estimated value of the industry based on the FAO 2017 report places it at $714
billion. The CAGR of the industry is placed at around 14.0 percent per annum
placing estimates of the value by 2022 at $1.5 trillion. The growth has been
particularly seen in the growth of processed meat.
Currently, the total production of meat around the world is estimated at 322 million
tons per year. While production has only risen by 0.3 percent, value creation and
price changes contribute to the increase. From this 69.6 tons was bovine meat, 14.5
was ovine meat, 116.9 was poultry meat while 115.6 was pig meat.

Beef production in terms of regions has shown that Asia is the largest beef
producing region because of the numerous different countries followed by North
America, then South America and Europe. However, in terms of individual
countries. America leads with 19.63 percent of the global meat production
followed by Brazil that produces 15.43 percent of the global meat supply.
The European Union produces 12.79 percent while China produces 11.48 percent
of the global meat produced. The other countries all produce less than 7 percent.

Different meats are consumed and produced in different regions. Pork is the number
one produced meat around the world accounting for 42 percent of the global meat
market. China is the biggest producer of pork, and it is also the biggest consumer
of pork followed by the European Union, the United States, Brazil, and Russia
respectively. Broiler or chicken meat is the second most consumed meat. The largest
producer is the United States, but Brazil is the largest exporter. The largest broiler
importers are Japan, Saudi Arabia, Mexico, the European Union, and Iraq. Beef is
the third most popular protein accounting for 23 percent of the global market.
America is the largest beef producing and been consuming country followed by
Brazil, the European Union, China, and Argentina respectively.
The FreshDay platform will leverage blockchain technology to ensure that an
effective platform where true B2B business transactions can be conducted in the
five main markets. The use of blockchain technology provides specific
advantages over other platforms. This includes:

a. Peerless security

The FreshDay platform will be completely secure. It will protect users on the
platform from hackers and phishers who may want to get access to sensitive
information. The security ensures that any payments done on the platform are
secured using the blockchain technology.

b. Privacy

Privacy on the platform will be guaranteed. Like any industry, there is always
competition between producers. FreshDay uses blockchain technology to
prevent corporate espionage between users on the platform. The messages
sent between buyers and sellers will be encrypted, allowing them to negotiate
prices and set deliveries in private.

c. Low transaction costs

As highlighted, intermediaries have been hiking costs for buyers and lowering
proceeds for producers for years. However, FreshDay eliminates this by
charging a fixed transaction cost regardless of the season. Only 10 percent
transaction costs will be levied. This is substantially better than the 30-50
percent that was lost through intermediaries.
d. Logistics and transportation

FreshDay will liaise with the buyers and the producers to find the best way to
ship produce to the buyers effectively. FreshDay can organize bulk
transportation for different buyers to help reduce transportation costs by
leveraging economies of scale. Custom transportation can be provided to
buyers who want the products fast. Buyers have an opportunity to look at the
marine insurance comparisons, freight comparisons and other methods that
they need to transport the products to their doorstep.

e. Direct B2B communication

There will be direct communication between the buyers and the sellers
through the platform. The communication will ensure that the buyers and
sellers can communicate on possible future purchases and deliberate on the
best times to harvest and transport the produce. This level of communication
between these stakeholders was not available since intermediaries benefited
from ambiguity in the industry.

f. Trustless industry

Since FreshDay relied on blockchain technology, all the information on

transactions is recorded in the distributed ledger. The ledger is available to
everyone ensuring that the buyers and sellers can see the transactions done.
There are no hidden fees. This trustless system means that there is no need to
rely on intermediaries because the buyers can make transactions themselves.
g. Fast transaction processing

International payments are normally slow. Bank settlements can take weeks to
complete delaying the transaction speeds substantially. As a result, many
producers have to trust that their buyers will pay them. This is
disadvantageous to producers who are unable to get prompt payment on the
products they offer. FreshDay will provide better transaction speeds.
Payments will be immediately completed in second rather than days or
weeks. This allows producers to get prompt payment.

h. Smart contracts

The transactions on the platform are all controlled by smart contracts. As a

result, payments are held in escrow until specific aspects are achieved during
a transaction. The producer has to ensure that they ship the products to the
buyer before the smart contract authenticates payments to be released from
escrow.

i. Inbuilt auction

FreshDay will provide real-time auctions in different markets around the

world. Buyers can follow the auctions in real-time, make inquiries through the
B2B communication channels and make order purchases through the
platform. The auction will be moving to different markets to allow buyers to
get access to these remote markets for the best and freshest produce.
j. Big Data Analytics

The platform will also feature open source big data analytics that users can
access. The data can provide specific metrics like the mean prices paid for
specific outputs, the number of goods that have been produced or those that
are available in the market. The analytics will be available to all users so that
they can better fix their companies.

k. Inbuilt rating system

All the users will have a rating system where they can rate each other based
on their transaction experience. Buyers can rate the producers on the
platform while sellers can rate the buyers on the platform. There will also be
an existing conflict resolution team that will review any conflict that may
occur in the platform. This will deter nefarious individuals from using the
platform and exploiting the other users.

l. Mobile App and Web DAPP

FreshDay will create a mobile application in the future that will allow users to
use their phones and handheld device to conduct business on the platform.
This will allow users on the platform unfettered access regardless of where
they are. They will be able to make transactions, authorize payments and
monitor shipping and logistics from their phones. On the other hand, the Web
DAPP can be added as an extension on the browsers of computers to provide
secured access to the platform. The Web DAPP and the Mobile applications
will both be completely secured by the blockchain.

It is evident that FreshDay offers a completely different platform from the

conventional platforms. The features are many, and the development team is
committed to introducing additional features in the future.
FreshDay provides advantages for the different stakeholders including investors,
producers, growers and buyers.

 Investors

Investors benefit by backing a cryptocurrency that has a definite utility. Most of the
other cryptocurrency start-ups only offer speculative value. FreshDay Token has a
utility and this means that there is an actual demand for the coins by buyers seeking to
acquire produce through the platform. As a result, demand for the FreshDay Token
will continue to increase and be supported by its real utility, and its value will also be
supported by the continued growth of the FreshDay platform. They can also provide
consensus to earn additional income.

 Buyers

Buyers also benefit from having access to markets that were out of reach. They will
be able to choose the produce they want through the auctions and have access to
shipping and maritime insurance all from one platform.
Furthermore, since intermediaries are eliminated the cost of the produce will be a lot
lower and they can control their own quality. Payment and remittance will be instant
with no delays like those experienced from international bank settlements. The
payments will also be secured by blockchain transactions.

 Growers and producers

All the producers on the platform like farmers, ranchers, seafood fishermen and
floriculturists will be able get direct access to the buyers. The benefit is that they will
be able to get better value from their producer since exploitative intermediaries will
be eliminated. Producers will no longer be at the mercy of export cartels that exploit
the industry. The auctions will also allow producers to showcase their produce to
potential customers. They can also directly market to buyers through the paid email
adverts on the platform. Security of payment is also a benefit that they will enjoy. It is
quite evident that all the stakeholders will benefit from the platform.

36
The following table provides a comparison of the traditional versus the FreshDay
Model to show the benefits of the latter as an approach.

Traditional Model FreshDay model

- Affordable transaction
Transaction costs - Very expensive
costs because the
because of
producers and buyers
intermediaries
interact without
intermediaries

- FreshDay blockchain
Security - The traditional
is a trustless system
model relied on
where everything is
buyers and producers
controlled by smart
trusting
contracts that ensure
intermediaries which
both partiers live up to
frequently resulted in
their end of the deal
loss of money

- Buyers and producers

Market access - Market access was
can acquire and sell
controlled by
produce through
intermediaries who
transparent auctions
practiced
giving better access to
favoritism and
market around the
exploitation
world
 Traditional Model FreshDay model
- Maritime insurance and
Access to - Buyers has to look
shipping can be access
support services for their own
through the platform
shipping routes and
making it a one stop
get maritime
platform for all buyer
insurance that was
needs
ineffective especially
for perishable goods

- Buyers are able to make

Effectiv - Sometimes checks
instant payments
e would bounce and
payment some buyers failed to
systems pay producers on
time
- The smart contracts
Dispute - There is no
prevent conflict by
resolution established dispute
ensuring both parties
resolution
meet the requirements.
mechanism in the
In case of disputes the
traditional model
community can
deliberate and solve it
amicably.

- The inbuilt review

Buyer and - There was no way to
system allows people to
producer review and ascertain
gauge and rate the
reviews the quality from
trustworthiness of
specific producers
buyers and producers
or the
trustworthiness
of buyers

38
ARCHITECTURE

The proposed platform will be based on the Ethereum architecture. As a result, it

will be a proof-of-stake architecture using the KECCAK-256 has algorithms to run
the platform. The smart contracts will be executed using the Ethereum Virtual
machine. These smart contracts are commands written using Solidity to
complete transactions that are based on if-this-then-that logic. Solidity as the
programming language makes it easy to improve the platform because it is an
iteration of JavaSript. Any new features introduced to the Ethereum Virtual
Machine (EVM) will be easily added to the blockchain without extensive coding.
The choice of a POS platform allows the platform to be protected from Sybil
attacks and 51 percent attacks in PoW-based systems. The Ethereum Virtual
Machine has one of the fastest transaction speeds in the cryptocurrency industry.
The transaction speeds are as fast. Transaction blocks are updates every 15
seconds. This is possible using proprietary block size scaling that limits sizes to
around 30 MB.

API PROTOCOLS

APIs can be defined as sets of procedures or instructions that can be used to

create apps and algorithms that provide the features of a specific application or
operating system. In layman terms, the APIs specify how the different algorithms
in an application or software should interact. They are the building blocks of
blockchains. The APIs in a blockchain are protocols and subroutines that specify
how the different algorithms in a blockchain interact. The FreshDay API clusters
give the platform fast transaction speed, low latency in transactions and the
ability to handle large volumes of transactions in real-time.
WEB DAPP AND MOBILE APPLICATION

FreshDay tokens will be ERC20 tokens that can be held in e-wallets that support
ERC20 tokens. Examples include Myetherwallet, Mist, MetaMast, Parity, and
IMToken. The Web DAPP works as a web application, but instead of being
connected to the internet, it is connected to the FreshDay platform. As a result, it
will authenticate the user’s identity before giving access to the platform. The
users can execute transactions, buy tokens, sell tokens and exchange to fiat
currencies with ease.

FreshDay will also introduce a Mobile Dapp that works in the same way. It will
be connected to the blockchain to provide users with access to their FreshDay
accounts from their mobile phones. The data in the application will be pruned
periodically to ensure that it remains below 1 GB. This will ensure that the
application does not bottleneck the handheld devices. The application will be
available on iOS and Android platforms.

AML AND KYC PROTOCOLS

FreshDay will include KYC and AML protocols into the platform. Even though
these are techniques used to prevent money laundering, in the remittance
industry, they are deterrents against nefarious individuals with ill motives. It
enables the platform to conduct a background check on drivers and customers.
This is a requirement for operation in the European Union, parts of Asia and
North America. FreshDay will ensure to comply with the requirements. The KYC
will be mandatory for all the producers on the platform to ensure that they are
genuine sellers and not intermediaries pretending to be producers. The KYC will
review the identification documents and the addresses of the individuals.
 BLOCKCHAIN ARCHITECTURE

The blockchain will be subdivided into three main parts. They are

 Private blockchain – This is the part of the blockchain only developers can
access. This includes the authentication system, KYC management system, user
profile management system, an authentication system as well as the business
policies. The crypto wallet API, API manager, and Security protocols will be in
the private blockchain. An inbuilt delivery management that relies on the logistics
system, as well as the smart contracts that execute transactions, will be in this
area.
 Public blockchain – The public token has the blockchain aspects that users will
be able to interact with directly. This includes the purchasing system, the FIAT
manager and internal exchange as well as the transaction explorer. These features
allow the stakeholders to execute transactions seamlessly.
 User’s network – This refers to the network that the users will be using when
they are connected to the Web DAPP or the Mobile DAPP. The network will
have UI process components, a data layer, cross-cutting, local cache, and
business logic. The network will be directly connected to the FreshDay platform
to ensure that the data is protected from hackers and other individuals who may
want to steal sensitive information or money from the users.

41
The token economics provides an overview of how the tokens in the industry
will be distributed. FreshDay will have two main tokens. The first is the
FreshDay token that will be available to everyone while the other will be the
Stable token that will only be used internally in the blockchain. They will all be
native in the FreshDay blockchain.

The Stable token will be used mainly to pay directly for services in the platform,
and acts as the native currency and manner of settlement in the platform. It will
mainly be used by auditors, arbitrators, suppliers, logistics, insurance, and buyers,
and will largely be obtained from the internal exchange because it will not be
available in external exchanges. The value and price of the Stable token will be
set by the company to ensure that there is no volatility in the core services that
are provided by the company.

On the other hand, the FreshDay token can also be used by the different
stakeholders, but the token will mainly be obtained from external exchanges.
Essentially, an investor who believes in the long term value of the FreshDay
token and the platform but who may not want to be involved in the purchase of
the different products in the FreshDay supply chain can choose instead to own
and hold the FreshDay token. The FreshDay token will also be used to reward
those who stake their coins to validate the blockchain and provide consensus.
Auditors,
arbitrators, suppliers, logistics, insurance, and buyers can buy the tokens on
different exchanges around the world and then they can redeem them for
services by exchanging them for stable tokens on the internal platform.

Ultimately, both the Stable token and the FreshDay token are utility tokens. The
Stable token is used as a currency for the settlement of payment of services
within the platform, and the Freshday token is used as a medium of exchange for
users who may want to obtain the Stable token or to reward users who help to
validate the blockchain. Apart from such uses, both tokens do not carry any other
rights, and in particular:

1. are not and are not intended to be security tokens, and the holders of both
tokens do not have any voting rights, a right to a share of profits, or right to
receive any dividends;
2. do not represent any ownership or stake in Freshday or the platform; and
3. save for the purchase of services on the platform in the case of the Stable
token, both tokens do not have any rights of redemption against Freshday for
any cash or consideration.
 The FreshDay business model concentrates on providing an effective platform
that cuts out the middleman to allow true B2B business transactions between
the stakeholders. Like any business, there is a need to raise funds to maintain
operations. The development team wanted to ensure that this was done
effectively without unnecessarily increasing the cost.

The revenue will be generated from three main sources.

 Onboarding fees – FreshDay will charge a one-time onboarding fee of

$100 for sellers who want to use the platform. $100 dollars is relatively affordable
for most farmers and small-scale producers who want to get access to markets.
The onboarding fee will also be used to conduct an effective KYC check on the
sellers. The aim is to prevent any intermediaries from using the platform. An in-
depth check will ensure that the individual is an actual producer or a group of
producers. In third-world countries, FreshDay will allow farmer corporations
made up of multiple farmers groups to pool resources. This will account for 10
percent of the proceeds.
 Marketing Reach-out fees – FreshDay will also levy a marketing reach-out fee for
sellers who want to send promotional emails to buyers. The nominal fees levied will
be only $0.10 per user emailed through the platform. Sellers will be able to advertise
to potential buyers their products. This will also account for 10 percent of the
proceeds.
 Transaction fee – The biggest revenue earner for FreshDay will be the
transaction fees. A levy will be placed for 10 percent of the transactions done on
the platform. The transaction fee is substantially lower than what intermediaries
charge. Transaction fees will account for over 80 percent of the revenue
generated by the platform.

43
FreshDay is fresh produce with headquarters in Brighton UK. Our business model
is predicated on providing buyers and sellers an opportunity to interact so that
producers can get a market for their produce while buyers will be able to get the
best quality produce around the world. We frequently hold auctions where buyers
get to meet the best producers in different parts of the world. FreshDay also
provides logistics and shipping services through our partners who offer logistics
and maritime insurance. As a result, the business provides numerous benefits to
different stakeholders.
As buyers

- Unlimited bids on any Auctions running

- Full Auto-Bid function access
- Access to Statistics and Auction History
- Full step-by-step guides on the platform
- Buyers can get logistics and shipping from the logistic company partners

As Sellers/ Merchants

- Instant access to our Buyer Userbase

- Run automated product auctions
- Full step-by-step guides on the platform
- Additional marketing support (Optional)

Logistics companies

- Logistics companies get access to buyers who want products shipped

from a specific market to a different location. This provides them
with business

Insurance companies/ Agents

- Insurance companies have access to customers who want to buy maritime

insurance. This increases the number of customers for partner companies.
Our aim is to ensure that the buyers can concentrate on getting quality produce
while other stakeholders provide affordable services to them like maritime
insurance and logistics. We have been doing this for a while, and there are
numerous auctions we hold annually or perennially around the world. Our
business model has been helping producers around the world get access to better
markets while giving buyers an opportunity to get quality products straight from
the source. The blockchain platform will simply improve how this is done while
providing security.

CURRENT BUSINESS SCENARIO

FreshDay has been in operation with its freshcut flowers division netting
between
3.5 and 4.5 million annually only serving the Australian market. It is the
intention of the team to expand worldwide this division to grow the company
revenues.
FreshDay has numerous different competitors in the industry. The four main
competitors in the industry are Alibaba, Amazon, Flipkart, and INS. While these
services offer some services to the industry, FreshDay provides more services and
better features than any of the competitors. Alibaba, Amazon, and Flipkart are online
e-commerce companies that allow buyers to buy from sellers. However, these
platforms do not focus on B2B communication. They are also centralized which
introduced the same problems highlighted above that can be attributed to
intermediaries. The centralization creates favoritism in the industry that is
disadvantageous to some of the producers while making the markets harder to
access. INS also provides a decentralized platform, but it provides fewer features
than those offered by FreshDay. For example, it does not offer direct B2B support
for purchases. There are some reasons why FreshDay is above the other competitor
firms. These reasons include:

- The real-time auction that is not offered by any other platforms dealing in the
agriculture industry
- Included insurance and logistics offered through the platform. The buyers can
decide the freight company that they will use to deliver their goods, and they
can also purchase maritime insurance through the platform.
- FreshDay offers instant payment that is not available on other platforms. Most of
the others rely either on bank transfers or on PayPal or wire transfers. These are
ineffective in comparison to the payment processing approach used by
FreshDay.
- FreshDay can authenticate automatic bulk purchases from buyers who already
have agreements with specific producers and sellers. This is helpful in
reducing redundancy when a buyer often buys from a specific group of sellers.
- Free access to open source Big Data. This allows buyers or sellers to use
the data collected to make a specific analysis of the markets.

As a result of the numerous advantages, FreshDay provides a holistic platform where

buyers can get all the services they need. They can view produce through the real-
time auction and chose a specific producer or seller to purchase products from. They
can then create a smart contract and hire a logistics company and buy maritime
insurance. FreshDay will then ensure that the products are transported and shipped
before authenticating payments to the different stakeholders.

46
A multi-pronged approach will be used for the go-to-market plan. There is a duality
in the goals of the marketing. The first is marketing the ICO to investors and the
second is marketing the platform once the blockchain is completed.
Pre-ICO marketing

The Pre-ICO marketing will rely greatly on an effective bounty campaign. A bounty
campaign is effective because it creates interest in the cryptocurrency industry. The
bounty campaign will include a signature campaign and a dedicated thread on
cryptocurrency forums like bitcointalk.org, coindesk, and stalkedexchange. This will
give investors an opportunity to go through the whitepaper and the business model. A
translation campaign will also be done at this stage to write the whitepaper in
different languages.

The bounty campaign will include a telegram campaign where anyone with a query
can ask the development team questions they may be having. This will all be done
before the ICO to provide further information and garner support for FreshDay in the
cryptocurrency industry. Those who take part in the bounty campaign will be eligible
to receive FreshDay tokens exclusively. This means that a large number of those who
take part in the campaign will believe in the success of the industry. Press release
articles will be written and posted on the website blog highlighting the ambitions that
FreshDay has along with the reasons why it is a vital business. Some investors will
be directly pitched to take part in the ICO. Some bonuses will be offered to those
who invest in the platform early.
Post-ICO Marketing

After the successful ICO, marketing will mainly be done through other platforms.
While the discussion threads will be maintained on the platform, marketing will
predominantly shift from the cryptocurrency community to stakeholders. The
platform will focus on marketing to buyers who are always looking for the best
quality of produce in the five industries that FreshDay will be operating. They will be
the first target and registration for them will be completely free. FreshDay will also
directly pitch to shipping companies and maritime insurance companies so that they
can join the platform. Finally, the platform will market itself to producers and sellers
in different markets. The producers will be required to pay a small fee so that
adequate KYC background checks can be done.

Marketing will be predominantly done online rather than through mainstream

marketing. The most common will be the creation of social media pages where the
buyers and sellers can be invited to the platform. The benefits will be elucidated in
videos and attractive posts. In other cases, advertisements will be made on television
to create awareness in the producers of an upcoming auction in their locality. This
will ensure that many of them will bring their products.
 There are some key project milestones that have been achieved and others that are
yet to be achieved. After FreshDay Singapore was founded, it marked the push
for the creation of a blockchain-based FreshDay platform. On 31 st July the Pitch
Deck was created, and by 30 th September the Whitepaper was also created. At the
same period, the ICO landing page with a prototype was created. During the
October period, the platform participated in presentations in blockchain events
along with marketing and PR.

In November private SAFTRounds were offered to specific investors who were

whitelisted. In December the Public ICO is pitched along with attendance in
blockchain conferences to announce the pitching. The ICO is slated to be launched
in March 2021.
 COMPANY TIMELINE

FreshDay seeks to implement the blockchain platform into the existing business
model strategically. In the third quarter of 2021, FreshDay will concentrate on
launching the ICO, developing the platform as well as the creation of partnerships
with stakeholders who can provide insurance, logistics, and arbitration in the
platform. By the second Quarter, the platform will be
conducting onboarding through KYC for stakeholders who will be in the platform.
The third quarter of 2021 will see FreshDay enter the coffee and floriculture
markets. Already the firm has been working in these two industries. The operations
will just be shifted to the FreshDay blockchain platform. By the fourth quarter of
2021, FreshDay will enter the fruits and vegetable market.

In 2021, most of the highlighted changes will mainly be done in Asia and Europe.
Apart from coffee that will be sourced from both South America and Kenya, the
main buyers will be from Europe and Asia. 2021 will see the second phase that
will involve geographical expansion to other regions. North America, the Middle
East, and other regions will be added. This will increase the number of auctions
that FreshDay will have while expanding the number of buyers and producers on
the platform. Finally, 2022 will see FreshDay enter the seafood and meat
industries.
 The FreshDay team is made up of a dedicated group of people who realized there
was a problem in the industry that needed to be resolved. The team is subdivided
into the core team, operations team, advisors and partners.

FRESHDAY TEAM

Mirza Kashany
CEO & Founder, Australia
Mirza kashany has been involved in the perishable space for more than 15 years. During this time, he
has gained invaluable operational and managerial experience in global trade and understands the
complexities and intricacies of supply chain from ground zero. Mirza being the founder, is committed
in making Freshday a global decentralised platform whereby suppliers, buyers and all stake holders
can seamlessly transit.
.
.

Myrtle Ramos (Chief Marketing Officer)

Myrtle have experiences in the field of Technical Support, Telco, Internet provider solutions, Sales, Consultation,
SEO, Email Marketing, Domains, Website, Web Hosting and Digital marketing

She adds value using her skills and is very hands on in Traditional and Digital Marketing, Investor Relations,
Business Development, Quality Assurance, SEO and SMM specialist, PR, Web Design and Sales that will greatly
impact FreshDays position on the market.
 Olga Robchinsky
Business Development Manager, Israel
Olga Robchinsky will use her experience in business
development to ensure that FreshDay is able to achieve the
ambition of becoming the world’s leading Fresh produce
platform. She will use her marketing and business branding
expertise to ensure the dream comes to fruition.

German Villalba
Coffee Lead, Colombia

Villalba is a coffee expert located in Columbia. He

will be in charge of sourcing coffee in South and
Central America. Coffee from the region is in
demand and he will oversee the auctions in region to
ensure buyers get the best products and the best
prices.

Patrick Weru
Coffee Lead, Kenya
Patrick Weru is one of the lead coffee experts in the East
African Region famed for its Arabica coffee. He will be the
man on the ground in East Africa helping to organize
auctions and connect producers with buyers on the
platform.

Felix Lim
Insurance Specialist, Singapore
Felix Lim plays an important strategy in helping FreshDay
integrate maritime insurance and shipping to the platform. He will
reach out to the top firms in shipping and insurance to ensure that
they provide high quality transportation services to users on the
FreshDay platform.
 ADVISORS

Nathanael Lim
Legal Advisor, Singapore
Venture Capital Limited Partner, Start-up Mentor,
LLB, and BA Summa Cum Laude. 7+ Years of legal
experience from private law firms to supreme
court of Singapore

TEAM’S PAST EXPERIENCE

Apart from these individuals, there is also a dedicated team of staff

situated in different parts of the world who monitor the markets in these
countries while recruiting more producers to the platform. The map shows
areas where there are active FreshDay members of staff around the world.
As a platform, FreshDay hopes to start by working in the European and Asian
markets while exploring other markets. However, Coffee will have some experts
from Kenya and Colombia. These two countries are in the prime coffee regions
from South American and Arabica coffee that is popular around the world. There
will also be experts skilled in floriculture, vegetables, and fruits, meat, and
seafood from around the world. These experts will help in planning the auctions
and also introducing individuals to the platform.

57
FreshDay also already has numerous different partners including:

We work with these partners to source quality producers and appraise their
products while providing quality services to the buyers. They partner help us
create successful auctions in different parts of the world. We hold auctions in
South America, Asia, Africa, and Europe. These partners help ensure that
international standards are observed in the produce brought to the different
auctions. They also help in marketing these auctions in different localities. These
partners also help in providing quality shipping to buyers who use our platform.
They can combine products to provide economies of scale during shipping to
lower the cost for customers. Additionally, they help by providing maritime
insurance for the buyers to ensure that any products lost are compensated.
After enough money has been raised to develop the platform, income from the
project is expected to increase consistently for the next four years. By the end of
the 4th quarter of 2021, the value of FreshDay is expected to have increased by 46
percent. This is expected to increase to 60 percent of the current value by the end
of the 1st quarter of 2021. By the end of the 4 th quarter of 2021, the value is
expected to increase to 75 percent of the current valuation after the second phase
of international expansion is done. By the end of the 1 st quarter, the value will
increase to 86 percent of the current valuation. At this point, the platform will
expand to include seafood and meat products which will increase the valuation to
95 percent of the current value by the end of the 4th quarter of 2022. These are
realistic projections based on the existing business model and the changes after
the introduction of FreshDay blockchain platform.

59
The token sale will be done until the hard cap is achieved. The aim is to raise
between $5-15 million to complete the specific development required to make
the platform a reality. Before the ICO, there will be a SAFT token sale for a
limited period. The rates during the SAFT will be as follows:

SAFT (Simple Agreement for Future Token)

Amount Purchased Bonus rate

Under 100 ETH 25% $1=125 FBI

Between 100-1000 ETH 30% $1=130 FBI

Over 1000 ETH 35% $1=135 FBI

The first phase will be a Pre ICO that will be conducted in November. A bonus
will be offered based on the number of tokens an individual’s buys. The rate will
be
$1=100 FBI for any purchases. However, since it is a pre-sale, all purchases
under 100 ETH will receive a 20 percent bonus. Those between 100-1000 ETH
will receive a 25 percent bonus while any purchases over 1000 ETH will receive
a 30 percent bonus.

Pre-ICO rates

Amount Purchased Bonus rate

Under 100 ETH 20% $1=120 FBI

Between 100-1000 ETH 25% $1=125 FBI

Over 1000 ETH 30% $1=130 FBI

Bonuses will reduce during the ICO as the early bird rates reduce as the ICO goes
on. There will be different rates in different periods of the ICO. During the two
weeks of the 1st round of the ICO, the rates will be as follows:

ICO Round 1

Amount Purchased Bonus rate

Under 100 ETH 15% $1=115 FBI

Between 100-1000 ETH 20% $1=120 FBI

Over 1000 ETH 25% $1=125 FBI

The token bonuses continue to reduce as the ICO progresses. In the second
round of the ICO, the rates will be as follows for the two weeks it will run.

ICO Round 2

Amount Purchased Bonus rate

Under 100 ETH 10% $1=110 FBI

Between 100-1000 ETH 15% $1=115 FBI

Over 1000 ETH 20% $1=120 FBI

The third week of the ICO will have the bonuses very low. The bonuses will be
as follows
 ICO Round 3

Amount Purchased Bonus rate

Under 100 ETH 5% $1=105 FBI

Between 100-1000 ETH 10% $1=110 FBI

Over 1000 ETH 15% $1=115 FBI

After this, there will be no more bonuses for investors, and they will have to
purchase at the rate of $1=100 FreshDay tokens. Clearly, investors will benefit the
earlier and the more the tokens they purchase.

62
Coin Name: FreshDay Tokens
Ticker: FBI
Coin type: ERC20 token
Hashing algorithm: KECCAK256 hash function
Soft Cap: $5,000,000
Hard Cap: $15,000,000
Bounty Campaign: portion from the Presale
Consensus approach: POS (Proof-of-Stake) POS
block time: 15 Seconds
ICO start date: FEB 2022– MARCH 2022 (6 weeks)
Presale date: MARCH 2022
ICO duration: Round 1 (2 weeks)
Round 2 (2 weeks)
Round 3 (2 weeks)
Unlike most ICOs that want to raise an unlimited amount of money, FreshDay has
a specific financial objective. Therefore, our ICO will be based on a soft cap and a
hard cap. The soft cap is the minimum amount that needs to be raised to meet the
specific objectives while the hard cap is the ceiling on what we are willing to raise
from investors. The soft cap is $5 million while the hard cap is $15 million.
Once the hard cap is met, no more tokens will be sold to the public until after the
development of the platform. The balance ensures that the value of the FreshDay
token is not watered down by excess supply.

The preferred amount to be raised is $15 million based on the hard cap. He
proceeds will be distributed in the following ways. Platform development will
use 30 percent of the proceeds and marketing, and PR will also require another
30 percent of the money raised. Operations before the platform are able to reach
breakeven will be around 25 percent. An additional 10 percent will be held in
case of contingencies while 5 percent will be used for legal and auditing. In case
the hard cap is not reached, the distribution will remain the same, but cost-cutting
measures will be implemented.
Funding will be used in the following ways.

- Remaining ICO service payment to AlphaXLab –US$12800

- Token Smart contract –US$5000 (Our Price)
- Crowd Smart Contract & ICO Portal –US$50000 (Our price)
- *Excluding Security Audit & Standby IT Guy during ICO (US$15000 for
Audit & US$1000/week for IT Guy –average market rate)
- Marketing & Community Building (US$50000 –average market rate)
- ICO Pitching at Investor Event & Conference (US$5000 per event –
average market rate)

However, the platform will be profitable in the long run because of the
sustainability of the model.

Revenue Example
An example is if there is $400,000 in coffee sold through the platform,
$350,000 in flowers and $250,000 sold in floriculture. The total sold is
$1,000,000 which is quite realistic. The transaction cost will be 10% resulting
in a profit of $100,000. This is a guaranteed profit that is not pegged on
speculation like most other cryptocurrencies. Additionally, since FreshDay
token is a utility token, it is more lucrative other ICOs
The following legal terms defines purchase of FreshDay tokens between the “you
or the Buyer” and “the Company” selling FreshDay tokens duly registered in
Singapore. Each entity namely “You” and “the Company each referred to as a
“Party” and collectively known as “Parties” under these legal terms.

PRIVACY POLICY

Buyers may be contacted by use of email by the Company and any such
communication will be solely for informational purpose only. The Company at
no time will they request Buyer to send any information by use of email.

Risks and disclaimers

PLEASE READ THIS SECTION CAREFULLY. IF YOU ARE IN DOUBT

AS TO THE ACTION YOU SHOULD TAKE, OR THE LEGAL
IMPLICATIONS OF THIS SECTION, YOU SHOULD CONSULT YOUR
LEGAL, FINANCIAL, TAX OR OTHER PROFESSIONAL ADVISORS.

Introduction

The release of the Stable token and FreshDay token as described in this
whitepaper is meant primarily for its use on the FreshDay platform as described
in this whitepaper. The token is not, and is not intended to be a security
instrument nor is it meant to be treated as a security in any country or region.
This whitepaper is not any solicitation of investment or an offer of securities, and
this document does not establish any legal relationship with any person, nor shall
any person be bound to enter into any agreement or commitment as a result of
this document.
The FreshDay team is continually assessing and evaluating the project as
described in this whitepaper, and as such, the contents of this whitepaper,
including any description of the project, the tokens, or the business model as
described in this whitepaper may ultimately be different from what is eventually
launched. While the FreshDay team will endeavor to update this document to
reflect such changes, these may not be fully reflected in the final versions of the
whitepaper. In this manner, you agree that FreshDay shall not be responsible for
any deviation between what was described in the whitepaper and the eventual
product that is released. FreshDay continues to evaluate its group structure, and,
if deemed commercially sound and necessary, may assign or transfer the
development of the project to another suitable entity associated with FreshDay.
Any definitive agreements entered into pursuant to any contributions will also be
subject to such transfer rights.
Important disclaimers

FreshDay and its team shall not bear any liability (in tort or otherwise), whether
indirect, special, incidental or consequential damages or any other damages
arising out of or in connection with any actions taken in reliance of the
descriptions contained in this whitepaper.
FreshDay and its team does not make any representations or give any warranties
as to the credibility or the completeness of this information contained in this
whitepaper, and does not give any representation, warranty, immunity or
indemnity to any party who acts in reliance on the contents of this whitepaper.
Further applicable disclaimers are contained in the governing document for the
purchase of the FreshDay Tokens and Stable Tokens from FreshDay.

RISKS

There are inherent risks in this project given its nature and the nature of the
industry it is in and the new technology which it employs. It is critical that you
consider the various risks associated with contributing or being a part of this
project, and you are strongly encouraged to seek independent and objective
advice as to your participation in this project. You are strongly encouraged to
ensure that you have sufficient knowledge and experience in business and
financial matters, including a sufficient understanding of blockchain or
cryptographic tokens and other digital assets, smart contracts, storage
mechanisms (such as digital or token wallets), blockchain-based software
systems and blockchain technology, to be able to evaluate the risks and merits of
the project before participating.

Key risks include, but are not limited to:

Risks related to the platform and the company

Platform development

The development of the FreshDay platform is still in its early stages, and certain
technology which it employs may be new. As a result, the platform may face
challenges in terms of completion, implementation or adoption, and there is a
possibility that the blockchain utilizing the tokens or the operational platform it is
meant to be utilized on fails to launch. Even if these are successfully
implemented and adopted, they might not function as intended.
1. Bankruptcy

FreshDay, like any other company, will incur day to day expenses in its activities as it
pursues this project. Revenues of FreshDay will be dependent on the successful uptake
and adoption of the FreshDay platform. Similar to any other operating business, there is a
risk that FreshDay may become insolvent and subject to liquidation, which may
drastically impact the value of the tokens. In such event, holders of the tokens should note
that they will have no rights to any distribution of any residual assets.

2. Security

The tokens may be subject to expropriation and/or theft. Hackers or other malicious
groups or organizations may attempt to interfere with the systems of the FreshDay
Platform, or the sale of the tokens in a variety of ways, including but not limited to
malware attacks, denial of service attacks, consensus-based attacks, Sybil attacks,
smurfing and spoofing. Furthermore, because the Ethereum platform rests on open source
software, and the tokens are based on open source software, there is a risk that Ethereum
smart contracts may contain intentional or unintentional bugs or weaknesses which may
negatively affect the tokens or result in the loss of the tokens, or the loss of ability to
access or control the tokens. In the event of such software bug or weakness, there may be
no remedy and holders of the tokens are not guaranteed any remedy, refund, or
compensation.

3. Blockchain technology

Blockchain technology is still largely in its nascent stage, and as it continues to develop,
may bring about further unforeseen risks. Blockchain, a distributed public ledger, is
difficult but not impossible to manipulate. As with other decentralized cryptographic
tokens based on the Ethereum protocol, the tokens are susceptible to attacks by miners in
the course of validating the token transactions on the Ethereum blockchain, including, but
not limited, to double- spend attacks, majority mining power attacks, and selfish-mining
attacks. Any successful attacks present a risk to the FreshDay platform and the tokens,
including, but not limited to, accurate execution and recording of transactions involving
the tokens.

4. Future regulation

The regulatory status of the token and distributed ledger technology will continue to
evolve, and currently is unclear or unsettled in many jurisdictions. It is difficult to predict
how or whether regulatory agencies may apply existing regulation, or implement changes
to law and regulation affecting distributed ledger technology and its applications.
Regulatory actions may negatively impact the FreshDay platform and the tokens in
various ways, for example, if the purchase, sale and delivery of FreshDay and the Stable
token constitutes a regulated activity that require registration or licensing of those.
FreshDay may cease operations in a jurisdiction in the event that regulatory actions, or
changes to law or regulation, make it illegal to operate in such jurisdiction, or
commercially undesirable to obtain the necessary regulatory approval(s) to operate in
such jurisdiction.

68
Individual investment risks

1. Loss of private key and other errors

A private key, or a combination of private keys, is necessary to control and

access the tokens stored in your digital wallet. Accordingly, loss of the requisite
private key(s) associated with your digital wallet storing the tokens will result in
the loss of your tokens. Third parties that gain access to such private key(s),
including by gaining access to login credentials of a hosted wallet service you
may use will be able to misappropriate your tokens. Any errors or malfunctions
caused by or related to the digital wallet you choose to receive and store your
tokens in, including your own failure to properly maintain or use such digital
wallet, may result in the loss of your tokens. If you fail to follow precisely the
procedures set forth in buying or receiving the tokens (for example, providing the
wrong or an incompatible address), this may result in the loss of your tokens.

2. Taxation

The tax characterization of the tokens is uncertain, and may result in adverse tax
consequences to you, including withholding taxes, income taxes and tax reporting
requirements. Please seek your own tax advice in connection with purchasing the
tokens.

“THIS IS A PROPERTY OF FRESHDAY AND SHOULD NOT BE USED BY

ANY PARTY WITHOUT PROPER AUTHORIZATION BY THE OWNER”