The Key Drivers Shaping the Retailers Mindset

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The Key Drivers Shaping the Retailers Mindset!

• Golden Sun Marketing
• December, 2006

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Golden Sun Marketing

• Golden Sun Marketing Owner
• Strategic Marketing Services
• Imagination Farms Owner/Founder
• AgriCapital Advisory Board
• Investment Banking Firm in NYC

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Goals for Today

• The Retailers Mindset
• Yesterday
• Today
• Tomorrow
• The Three Mile Journey

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The Three Mile Journey

• Seed to Shipper
• Shipper to Retailer
• Retailer to Consumer

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Seed to ShipperThe First Mile

• Yesterday
• Company History
• Traditional Varieties
• Harvesting Methods
• CA Rooms/Storage Methods
• Sorting Methods Your Black Box
• We grow good stuff!
• Retailer Mindset Price Driven

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Seed to ShipperThe First Mile

• Today
• Food Safety
• Packaging Styles
• Carton Styles
• Unique Varieties
• Organic
• Retailer Mindset Program Driven

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Seed to ShipperThe First Mile

• Tomorrow
• Stricter Food Safety
• Sustainability
• Support of Immigration Laws
• Breeder Relationship
• Retailer Mindset - Philosophy Driven

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Most of your PRODUCTS are irrelevant!Its YOU
that adds value!
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Shipper to RetailerThe Second Mile

• Yesterday
• I take bids
• I place orders
• I pick up
• Retailer Mindset Price Driven

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Shipper to RetailerThe Second Mile

• Today
• Transportation Services
• Continuous Replenishment
• Year Round Supply
• Local Sourcing
• Cross Docking Services
• Retailer Mindset Solution Driven

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Shipper to RetailerThe Second Mile

• Tomorrow
• Just-in-time Delivery
• Visibility of Orders
• Integrated Logistics
• Scan Based Trading

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Shipper to RetailerThe Second Mile

• Scan Based Trading
• Paid on scanned sales
• Assortment Control
• Plan-o-gram Control
• Pricing Input
• Win-Win or Lose-Lose
• Retailer Mindset Information Driven

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Fast Growing Companies are focused on The Second
Mile Shipper to Retailer!
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Retailer to ConsumerThe Final Mile

• Yesterday
• Crop/Manifest Driven
• Yield Driven
• Blindfolded Darts
• Retailer Mindset Price Driven

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Retailer to ConsumerThe Final Mile

• Today
• Industry Studies
• Category Analysis
• Gap Analysis
• Key Performance Indicators
• Taste
• Differentiation
• Retailer Mindset Information Product Driven

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Retailer to ConsumerThe Final Mile

• Tomorrow
• Researching my Consumer
• Full Year Planning
• Nutrition Marketing
• Strategy by Consumer Use
• Strategy By Demographic
• Kids, Elderly, Foodies, Hispanics, Asians
• Retailer Mindset Consumer Driven

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Kids are the most underserved Market Segment in
Fresh Produce!
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The Sales Presentation of Tomorrow

• What does the Retailer Want to Hear?

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Our Strategy to GROW your category and INCREASE
your Market share!

• The Strategic Produce Company

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Three Sections

• Safe, Sustainable, Taste Driven
• Cost Effective Logistics, Shelf Life Driven,
  Replenishment Experts
• Full year plan to entice your various consumer
  segments to buy more products in our category. A
  global category view!

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Thank You!