1. You love to grow it,
Now let’s sell it

2. You love to grow it,
now let’s sell it
Retail landscape
Must have
Nice to have
Behind closed doors
Getting organic in the cart

6. Retail landscape

7. Retail landscape-1980’s
10%
70%
20%
Large store Traditional Discount

8. Retail landscape-1990’s
15%
60%
25%
Large store Traditional Discount

9. Retail landscape-2000’s
20%
50%
30%
Large store Traditional Discount

10. Retail landscape-2013
25%
40%
35%
Large store Traditional Discount

11. Retail/other landscape-2013
Specialty
CSA
Farm
Markets
Food service
Drug

12. Linear footage
Dairy
495
712
690
704
Frozen
495
1,800
1,710
1,080
2,574
3,592
5,292
3,524
Water/pop
1,176
Chips/snacks
1,844
1,454
1,068
Household
1,680
1,692
1,376
880
144
504
852
320
6,564 10,144
11,374
7,576
Core groc
Imported
Total

13. 380 Wal Mart stores
222 Wal Mart Super Centers
Annual sales $466,100,000,000
14.2 x Loblaws
27.3 x Sobeys
36.9 x Metro
6.3 x Target
4.6 x Costco

15. A changing customer
More focus on value

16. A changing customer
More focus on value
National business

17. A changing customer
More focus on value
National business
Blurring of channels

18. A changing customer
More focus on value
National business
Blurring of channels
U.S. share

19. What do you need?

20. Must have when
selling to retail
Confidence

21. Must have when
selling to retail
Food safety/
certification

22. Must have when
selling to retail
Consistent execution

23. Must have when
selling to retail
Technology/EDI

24. Must have when
selling to retail
Packaging & labels

25. Nice to have when
selling to retail
Promotion

26. Weekly ads
“36% of sales and 48% of
tonnage are items with a
temporary price reduction”
A.C. Nielsen “State of the Industry report”

27. Nice to have when
selling to retail
Nice labels

28. Nice to have when
selling to retail
Assortment

29. Nice to have when
selling to retail
Volume

30. Behind closed doors

31. Organic to a retailer
1 of 50,000 skus
Your item to build…
not mine

32. Behind closed doors
What we like

33. Point of
differentiation

34. Premium price
per unit

35. Your passion

36. A committed
consumer

37. Control label
organics

38. Assortment

39. Behind closed doors
What we don’t like

40. Herding cats

41. Resistant to change

42. Inconsistent supply

43. Shrink

44. Front end

45. Different method of
doing business

46. Behind closed doors
A few numbers

47. Produce margin
Shelf
G.P.
45.0
Ad
investment
5.0
Shrink
7.5
Labour
12.0
Supplies
1.5
Contribu<on
19.0

48. Retailer profitability
Shelf
G.P.
Ad
investment
27.0
5.0
Shrink
Labour
Fixed
exp.
Variable
exp.
Distribu@on
Total
expenses
2.0
7.5
2.5
1.5
7.0
25.5
Profit
1.5

49. Shrink
10%-15%

50. Penetration
5%-8%

51. Selling more organic

52. Getting started

53. Getting started

54. A plan

55. Growing sales

56. Persistence

57. New items

58. Different items

59. Control label

60. Relationships

62. Thank you