hen house brands, inc. neil friedman, managing partner march 2013 a launch proposal retail...
TRANSCRIPT
Hen House Brands, Inc.Neil Friedman, Managing Partner
March 2013
A Launch ProposalA Launch ProposalRetail SupermarketRetail SupermarketClub StoresClub StoresConvenience StoresConvenience StoresSchool FoodserviceSchool FoodserviceHotelsHotelsHealth Food StoresHealth Food StoresHealthcare DiningHealthcare DiningVendingVending
Executive Summary Executive Summary
The Product Description #1The Product Description #1
Pre-Cooked Scrambled EggsPre-Cooked Scrambled Egg Whites
Just Heat & Serve In Its Own Temp Safe BagMultiple Versions and Sizes
100% Real EggsAll Natural Ingredients
USDA & FDA ApprovedKosher OU Pareve
No Shells * No Cracking * No Cooking
Designed As “The Most Convenient Breakfast Entrée”
The Product Description #2The Product Description #2
Hard Cooked Whole Egg BlocksHard Cooked Egg White Blocks
Ready To Eat or Use As Component IngredientMultiple Versions and Sizes
100% Real EggsAll Natural Ingredients
USDA & FDA ApprovedKosher OU Pareve
No Shells * No Cracking * No Cooking
Designed As “The Most Convenient Lunch Entrée”
TechnologyTechnology
Our process was developed 12 years ago by our co-packer in upstate NY.We start with an excellent recipe. Then we utilize a combination of steam cooking, product folding & separating along with precise cooling procedures to guarantee perfect texture and flavor.
Citric Acid is added to the mixture to achieve a 10 week refrigerated shelf life after production. This allows plenty of time for distribution delivery to stores and still have more shelf life than fresh whole eggs.
– We do not overly spice or flavor so our finished product is more user friendly. Consumers can add their own favorites.
Standards- We are a USDA inspected plant with strict HACCP policies in force. Additionally our product is subject to microbiological testing weekly.
http://www.fsis.usda.gov/PDF/Egg_Products_and_Food_Safety.pdf
Why Would Anyone Buy This?Why Would Anyone Buy This?
1. Fills A Need- Scrambled Whole Eggs and Egg Whites are a staple American meal. 60% of all store bought fresh eggs are cracked & scrambled for breakfast consumption.
2. Convenient- All surveys point to convenience as the #1 reasona consumer would purchase these products. Whether it is bought in a convenience store for “On The Run” or served at home for family breakfast, Heat & Serve makes these product s # 1 for ease of use and quality.
3. Price- Consumers know that time & effort have important value.This product is equal in price to the competitors uncooked liquid product and also has far more variety options.
4. Schools -Can now serve portion controlled products meeting the USDA protein regs.5. Hotels -Are looking for new, unique and cost effective products for guest feeding.
Seems like a perfect recipe for success
Competitive AnalysisCompetitive AnalysisCompetitors
– Aside from fresh shell eggs, Michael Foods & Sunny Fresh sell currently in the “Egg” category with pint & quart size liquid egg whites and Egg Beaters®. Although they both manufacture Pre-Cooked Scrambled Eggs for foodservice, neither has presented in our format to retail.
Strengths- We will be the only brand in the marketplace. – In side by side taste tests, Hen House Brands has been chosen
superior to the other companies. Quality will create the repeat sale.See our award on next page.
Weaknesses– Our competitors both have national distribution. Should they choose
to follow our lead they would have an strong advantage. We would have to be driven into distribution by a major retail and foodservice player early on.
FOR MORE INFO... www.michaelfoods.com www.sunnyfresh.com
Project GoalsProject Goals
Ultimate Goal Of Project:
To present this product to the retail, foodservice, hospitality, healthcare food industry nationally and procure renewable purchase orders
Relationship To Other Projects:
This is a natural extension of the success achieved selling these products into multiple foodservice applications over the last 5 years.
High-Level Timing Goals:
The food industry’s premier trade shows are approaching. These events will, in one setting, dictate the future course of the company.
Go To Market- A / B / CGo To Market- A / B / C School Foodservice
Present to NYC, Philadelphia, Boston, Chicago, Los Angeles, Clark County
Hotel / Motel ProgramsMarriott (All Banners), Choice Hotels (All Banners), Sheraton (All Banners)Hilton (All Banners)
Convenience Stores7-11 Commissary, Wawa, Sheetz, HessMart, Cumberland Farms, Mobile
Supermarket ChainsFull market attack. Call on all of the top 10 national super companies and the top 20 chains
Health & Fitness National fitness chains, health food store chains, major healthcare groups
Club Store WarehousesFocus on BJ’s, Restaurant Depot, Costco East
Drug Chains w/ FoodWalgreens, CVS, RiteAid, Duane Reade, Longs, Browns
Multiple Packaging OptionsMultiple Packaging Options
Hardcooked Whole Egg Block
Hardcooked Egg White Block
Health & FitnessHealth & Fitness
Egg Whites Continue To Carry The Highest Health Benefit Of All Market Proteins
*Omega 3 Fatty Acids are essential for health & wellness*Healthcare facilities are increasing patient Egg White intake*Body Builders thrive on Egg White products
Private label brand opportunities are available for all HH products
Retail, Foodservice, Healthcare, Fitness
Hotel BreakfastHotel BreakfastSchool BreakfastSchool BreakfastHealthcare MealsHealthcare Meals
Nutritional Information Based Nutritional Information Based Upon 2 oz ServingsUpon 2 oz Servings
Scrambled Scrambled Added Whites Diced Eggs
Team ResourcesTeam ResourcesNeil Friedman, General Partner / Retail-Foodservice Sales30 year veteran of the food industry with a history in private restaurant ownership, chain restaurant, chain hotels, hospitality equipment & supply, food manufacturing ownership, product development for retail and food service. Currently President & CEO of Harvest Grove, Inc.- a food sales & marketing company servicing Retail, General Foodservice, Club Stores, Convenience Stores, Drug Chains, Military & Correctional Facilities, School Foodservice and Vending.
Moses Neustadt, General Partner / Commercial Sales40 years history of family egg business. Purchasing, production, packaging, sales of liquid and frozen whole eggs, egg whites and hard cooked eggs. Currently Senior Vice President & National Sales Manager of Newburgh Egg, Woodridge, NY
Joshua Cooper, Product Development Technologist / Sales20+ years experience with a focus on blending classic culinary training with solid core food science principles. Multiple years invested as designer of innovative prepared food design and menu development.Management and behind-the-line in fine dining establishments. Trained under European chefs.Director of Research and Development for a private label manufacturer with a focus on All Natural, Organic and clean label product lines for national-based accounts.Working experience on hot fill shelf stable product lines in regards to retail markets. Extensive knowledge with cook/chill operations for food service applications.Involved in creating bench-top prototypes for full-scale production in manufacturing facilities nationwide.Strong emphasis on development of products for retail grocery, food service, national restaurant chain accounts, club stores and institutional-based customer lines. Created multiple variations of ethnic and healthy items ranging from soups, snacks, bakery items and entrees for the fresh and frozen markets.Active and contributing member of the Research Chef’s Association, IFT Refrigerated Foods Division, and American Culinary Federation- Northeast Chapter, NASF, NEIFT and PLMA.
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Zero Lease/Film ProgramZero Lease/Film Program
PRICE QUOTATION
Date: August 25, 2010
Customer: Harvest Grove
Cryovac Salesperson: Rick Copeland
Quote Offered By: Dorothy Sullivan
$/000 IMPRESSIONS
Sales Type Size Description 115M 175M 350M 700M 1.5MM 2MM 3MMFS7035T 190MM X 150MM, 1 AC 4 PP $ 53.05 $ 46.78 $ 40.51 $ 37.95 $ 36.17 $ 35.32 $ 35.01
FS7035T 190MM X 150MM, 1 AC 6 PP $ 63.19 $ 54.29 $ 45.08 $ 41.59 $ 38.96 $ 37.80 $ 37.18
$ 0.063 $ 0.054 $ 0.045 $ 0.042 $ 0.039 $ 0.038 $ 0.037
3,174,603 3,703,703 4,444,444 4,761,905 5,128,205 5,263,158 5,405,405
# of impressions per $200.000 required purchase per year.
This program is designed to relieve users of the major cost of the packaging equipment by providing a “0” lease based upon film purchases of
$ 200,000 or more annually. 5,405,405 film units would equate to the minimum annual requirement.
The chart below indicates a maximum cost per film unit of $ 0.063 And a reduced cost of $ 0.037 based upon 3 million units
Vertical Form Fill Seal System SpecsVertical Form Fill Seal System SpecsClick Here For Printable CopyClick Here For Printable Copy
Vertical Form Fill Seal CostVertical Form Fill Seal CostClick Here For Printable CopyClick Here For Printable Copy
Cost From Barn To TableCost From Barn To Table
VisualsVisuals
Hardcooked Whole Egg Block
Hardcooked Egg White Block
Steps To LaunchSteps To Launch
Secure Funding
Show Related Activities• Purchase Prototype Bag Labels• Purchase Prototype Master Cases• Create & Print POS Materials• Create & Forward Promotions To Attract Major
Buyers. Unexpected Delays or Issues:
None
LinkThe national school nutrition show (SNA) is the launch pad for all new breakfast, lunch & snack items for the coming year. Foodservice directors (3000) from all over the US, Canada, South America, Puerto Rico, Europe and Asia attend.
Our products have been specifically designed to meet every criteria required to be approved worldwide. Additionally, we have the flexibility to private label for both branding and lingual adaptations.
Based upon availability this venue will require funding of $ 10,000.00 to secure:10 x 10 Booth, Electric, Carpet, Tables, Signage, Sample Production, Labeling, Pre-Show Marketing, Travel (4), Lodging (4)
Expectations are sales upwards of $ 5 million dollars for 2013-2014 school years.
LinkThe International Hotel Motel Show (ihmrs) is the only annual show attracting a worldwide audience. 18,000 attendees make this show a major targeted venue for Hen House. Both small and large hospitality systems will benefit from our line.
Our products have been specifically designed to meet every criteria required to be approved worldwide. Additionally, we have the flexibility to private label for both branding and lingual adaptations.
Based upon availability this venue will require funding of $ 10,000.00 to secure:10 x 10 Booth, Electric, Carpet, Tables, Signage, Sample Production, Labeling, Pre-Show Marketing, Travel (4), Lodging (4)
Expectations are sales upwards of $ 5 million dollars for 2014.
Limited OfferingLimited Offering
