SOUTH AFRICAN TEA

INDUSTRY LANDSCAPE REPORT

COMPILED: JULY 2018

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REPORT OVERVIEW

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The South African Tea Industry Landscape Report (118 pages) provides a dynamic synthesis of industry research, examining the local

and global Tea Industry from a uniquely holistic perspective, with detailed insights into the entire value chain – from manufacturing to

retailing, market size trends, industry trends, industry drivers & challenges, competitor and pricing analysis.

For the Global Tea Industry Section:

What are the current market dynamics (, key markets, production, consumption, exports, imports) of the Global Tea Industry?

What are the current global industry trends, drivers, and challenges?

For the South African Tea Industry Section:

What are the current market dynamics (consumption, size, market environment, production, trade, sustainability) of the SA Tea

Industry?

Who are the key manufacturing players in the SA Tea Industry?

What are the South African industry trends, drivers, and challenges?

For the South African Tea Retail and Pricing Analysis Section:

Who are the key retail players (retail outlets, independents, and supermarkets) in the SA Tea Industry?

What are the prices of the most frequently purchased Tea products across SA retail outlets?

What are the prices of the most frequently purchased Tea brands across SA retail outlets?

SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

SCREENSHOTS FROM REPORT

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118 page report filled with detailed charts, graphs, tables and insights

❑ The graph below illustrates the largest Tea markets by country in terms

of revenue for 2017. The dominant markets were China, India and

Japan. China had a revenue of US$17.9 billion in 2017.

❑ Tea market revenue in the graph below is made up of Black Tea and

Green Tea sold in Tea bags or as loose leaf Tea, and does not include

revenue for Herbal Tea, Ice Tea, Instant Tea or 'Ready to Drink’ Tea.

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Source: BusinessWire; Mordor; Statista Image Source: Icon; Icon2; Pixabay

17.9

11.6

4.1 3.8

1.5 1.5 1.4

0

2

4

6

8

10

12

14

16

18

20

China India Japan United States UnitedKingdom

Indonesia Vietnam

REVENUE OF THE TEA MARKET WORDWIDE BY COUNTRY: 2017 (IN BILLION US DOLLARS)

The global Tea market was valued at US$ 24.3 billion in

2016, and is estimated to grow at a CAGR of 5% between

2017 and 2025.

❑ The majority of global Tea market is made up of Black and Green

Tea, with 60% of Tea produced globally being Black, 30% being

Green and 10% being Other Teas which include fruit/herbal Teas.

Black Tea is predominantly produced and exported by Kenya and

Sri Lanka, while Green Tea is mainly grown and consumed in

China. Although the production and exports of Black Tea are

currently greater than Green Tea, exports of Green Tea are

increasing.

❑ The health benefits associated with Tea are some of the most

important factors driving the industry. Green Tea is known to be a

natural detoxification agent and also assists with the healing of

scars, weight management and skincare. The premiumisation of

Teas such as Yellow, Oolong and White Tea is gaining popularity in

developed nations and is also driving growth of the Global Tea

industry.

❑ The growing popularity of beverage alternatives to Tea, such as

coffee, may have a negative influence on the growth of the Global

Tea market in the future.

SAMPLE FROM REPORT:GLOBAL INDUSTRY OVERVIEW

SAMPLE FROM REPORT:SA INDUSTRY TRENDS

Green Rooibos Tea

❑ Traditionally, Green Tea has been favoured amongst consumers

for it’s health benefits, but is still a caffeine containing beverage

which can somewhat diminish it’s appeal amongst consumers

focused on healthy living.

❑ Green Rooibos is a relatively new product gaining in popularity

due to it’s caffeine free nature. This product is made from the

Rooibos plant and possesses all the health benefits of traditional

Green Tea.

❑ Green Rooibos has a lower tannin (a bitter-tasting organic

substance) content relative to normal Green Tea and therefore

has a naturally sweeter taste.

❑ Purported benefits of Green Rooibos Tea include the elevation of

energy levels as well as the promotion of digestive health.

❑ Green Rooibos Tea can be consumed hot or cold, in the form of

smoothies as well as RTD Teas.

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Source: Bizcommunity; PubMed; FoodAndHome; Mintel; BusinessWire; CIRO; CoffeePodGuru Image Source: CIRO; YourFamily; Adagio

Tea Pods and Capsules

❑ Coffee pods and capsules have been gaining popularity and

growth, with brands such as Nespresso capitalising on and driving

this growing trend.

❑ Late to the party, but already becoming a trend in Europe, are Tea

Capsules and pods which can be used in machines and

accessories normally used for coffee, such as Dolce Gusto and

Nespresso machines.

❑ Although relatively small when compared to Europe, the Tea Pod

and Capsule Market is slowly gaining traction in South Africa.

❑ Ciro Coffee Boutique currently sells Red Espresso Rooibos

capsules in South Africa in a variety of variations and flavours.

❑ Furthermore, Coffee Pod Guru offers South African consumers

cost-effective reusable pods that can be filled with Tea or coffee

that are compatible with most coffee machine brands.

80.4%

14.1%

3.8% 1.7%CHANNEL DISTRIBUTION FOR TEA PRODUCTS: 2017

Modern Grocery Retailers

Traditional Grocery Retailers

Non-Grocery Specialists

Mixed Retailers

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In 2017, 80.4% of all Tea was distributed through Modern

Grocery Retailers, while 14.1% was distributed through

Traditional Grocery Retailers, as illustrated in the graph

below. Furthermore, 3.8% of Tea was distributed through

Non-Grocery Specialists and 1.7% through Mixed

Retailers.

❑ The table below illustrates the distribution of Tea according to outlet

types for 2012 and 2017.

❑ In 2017, 51.9% of Tea was distributed via Supermarkets (a decrease

from 54.6% in 2012), while 13.3% was distributed via Convenience

Stores (an increase from 12.5% in 2012).

Source: Euromonitor Image Source: The NP; Simple Icon; The NP 1; Onlinewebfonts; Black Tea Exports

CHANNEL DISTRIBUTION

(2012 AND 2017)

BY OUTLET TYPE

Revenue Share (%)

(2012 and 2017)

Revenue Share

(in ZAR million)

(2012 and 2017)

Store-Based Retailing 100.0% 100.0% 26,681.6 23,170.4

Grocery Retailers 95.5% 94.5% 25,499.1 21,896.7

Modern Grocery Retailers 81.4% 80.4% 21,728.8 18,628.4

Convenience Stores 12.5% 13.3% 3,336.8 3,081.6

Discounters 7.4% 7.9% 1,978.4 1,831.3

Forecourt Retailers 0.2% 0.3% 54.3 80.7

Hypermarkets 6.7% 6.9% 1,792.1 1,596.6

Supermarkets 54.6% 51.9% 14,567.2 12,038.2

Traditional Grocery Retailers 14.1% 14.1% 3,770.3 3,268.3

Food/drink/tobacco specialists 1.6% 2.1% 434.4 488.9

Independent Small Grocers 6.6% 5.3% 1,752.8 1,228.9

Other Grocery Retailers 5.9% 6.7% 1,583.0 1,550.6

Mixed Retailers 1.5% 1.7% 393.7 403.6

Non-Grocery Specialists 3.0% 3.8% 788.8 870.1

Non-Store Retailing 0.0% 0.0% 5.4 6.7

Internet Retailing 0.0% 0.0% 5.4 6.7

SAMPLE FROM REPORT:SA MARKET ENVIRONMENT: TEA DISTRIBUTION CHANNELS

AVI Limited is centered on the FMCG (Fast Moving

Consumer Goods) market. AVI manages and promotes

many of South Africa’s leading and best-loved brands.

❑ AVI owns several businesses across various sectors including hot

beverages, sweet and savoury biscuits and snacks, out-of-home

ranges, shoes, and cosmetics, amongst others. AVI has an

extensive brand portfolio consisting of more than 50 brands across

several industries.

❑ Entyce Beverages, a subsidiary of AVI, manufactures, markets,

sells, and distributes Tea, coffee, and creamer brands throughout

South Africa. Main Tea brands owned by Entyce Beverages

include Five Roses, Freshpak, and Trinco. Smaller Tea brands

include Eleven O’Clock Tea and Teaspoon Tips.

❑ Entyce’s premium Tea brands, Five Roses and Freshpak,

performed well despite significant price inflation over the past

three years.

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Source: AVI; AVI Interim Results for the six months ended 31 December 2017; Entyce Image Source: AVI; RBC; Freshpak; FastMoving; AVI2; AVI3

AVI TEA BRANDS/PRODUCTS

• Eleven O’Clock Tea

• Five Roses

• Freshpak

• Teaspoon Tips

• Trinco

SAMPLE FROM REPORT:SA TEA MANUFACTURING OVERVIEW: AVI OVERVIEW

SAMPLE FROM REPORT:TEA RETAILERS: PEACOCK COFFEE & TEA TRADERS

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Source: Peacock; Peacock2 Image Source: Peacock; Zomato; Peacock2

Established in 1966, Peacock Coffee & Tea Traders are a

proudly South African company focused on building

their reputation on sourcing and delivering the best

quality of exotic Teas from around the world.

❑ Peacock is South Africa’s most well-established supplier of

premium Teas and coffees. They are one of the leading Tea

wholesalers in Cape Town, providing consumers with a wide

variety of exotic Teas.

❑ Peacock is focused on delivering a variety of Teas with unique

flavours and benefits, available in Tea bags and loose leaf

formats, from their retail and online stores.

❑ They offer Black, green, yellow, white, and fruit infusion Teas and

their Rooibos Tea range includes organic and flavoured Rooibos.

Tea flavours offered include: choc mint, almond cream, ginger and

honey, and creamy caramel amongst others. Peacock also has

herbal infusion Teas, known as Ayuvital options, offering wellness

benefits such as relaxation and easy breathing.

❑ Peacock has the following accreditations: Rainforest Alliance,

Ethical Tea Partnership, and Speciality Coffee Association of

South Africa (SCASA).

Peacock Stores:

2018: 13 Physical SA Stores

and an online store

SAMPLE FROM REPORT:TEA PRICING ANALYSIS: ROOIBOS TEA

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BRAND AND SIZE

BOS Organic

Rooibos

40s N/A R38.99 N/A N/A N/A N/A N/A R29.99

40s (Tin) N/A R70.99 N/A N/A N/A N/A N/A R55.49

Carmién Organic

Rooibos80s R48.99 R45.99 N/A N/A N/A N/A N/A N/A

Eleven O’Clock 20s N/A N/A N/A N/A N/A N/A R14.54 N/A

Five Roses

20s N/A R24.99 N/A N/A R24.99 R24.99 R21.25 R21.99

80s R52.99 R52.99 N/A N/A N/A N/A R42.45 N/A

Freshpak

20s R18.99 R18.99 R18.99 N/A N/A R18.99 R15.83 R16.99

40s R29.99 R29.49 R29.99 R32.99 R29.99 R25.99 R24.25 R27.99

80s R44.99 R43.00 R44.99 R46.99 R42.99 R44.99R36.95

(Special)

R38.99

(Special)

Glen

40s R26.99 R27.99 R26.99 N/A R26.99 N/A R22.85 R25.99

80sR29.99

(Special)R40.99 R39.99 N/A R39.99 R40.99 R36.45 R39.99

This pricing analysis was conducted at retail stores and supermarkets during w/c 18 June 2018

1. Executive Summary (3 pages):

1.1 Global Industry Snapshot

1.2 South African Industry Snapshot

1.3 Industry Drivers and Restraints

TABLE OF CONTENTS

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2. Global Tea Industry (14 pages):

2.1 Global Tea Industry (14 pages)

2.1.1 Global Industry Overview: REVENUE OF THE TEA MARKET WORLDWIDE BY COUNTRY: 2017 (IN BILLION US DOLLARS) (Graph)

2.1.2 Global Industry Market Environment

2.1.3 Global Industry Production: Origin: PRODUCTION OF TEA WORLDWIDE BY LEADING COUNTRY: 2013-2016 (IN METRIC TONNES) (Graph)

2.1.4 Global Industry Production: Type

2.1.5 Global Industry Consumption: ANNUAL PER CAPITA TEA CONSUMPTION WORLDWIDE AS OF 2016, BY LEADING COUNTRIES (IN POUNDS) (Graph)

2.1.6 Global Industry Exports: LEADING TEA EXPORTING COUNTRIES WORLDWIDE: 2017 (IN US$ BILLION) (Graph)

2.1.7 Global Industry Imports: LEADING TEA IMPORTING COUNTRIES WORLDWIDE: 2017 (IN US$ MILLION) (Graph)

2.1.8 Global Key Markets: North America

2.1.9 Global Key Markets: Europe: FREQUENCY OF TEA USAGE (INCLUDING HERBAL, FRUIT AND GREEN TEA) IN THE UK: 2017 (IN PERCENTAGE OF CONSUMERS) (Graph)

2.1.10 Global Key Markets: Asia Pacific & South America

2. Global Tea Industry Continued (14 pages):

2.1 Global Tea Industry (14 pages)

2.1.11 Global Industry Trends

2.1.12 Global Industry Drivers

2.1.13 Global Industry Challenges

TABLE OF CONTENTS

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3. South African Tea Industry (44 pages):

3.1 SA Tea Industry Overview (23 pages)

3.1.1 South African Industry Market: SA Tea Market Definitions

3.1.2 South African Industry Overview: Tea

3.1.3 South African Industry Overview: Black Tea

3.1.4 South African Industry Overview: Green Tea and Herbal Tea

3.1.5 South African Industry Overview: Rooibos

3.1.6 South African Consumption: Tea

3.1.7 South African Industry Market Size: Tea Market (2012-2017): VALUE OF SA TEA MARKET: 2012-2017 (IN ZAR MILLION); SA TEA MARKET CAGR AND TOTAL

GROWTH (IN PERCENTAGE) (Graph and Table)

3.1.8 South African Industry Market Size: Tea Market (2012-2017: By Category): VALUE OF SA TEA MARKET BY CATEGORY: 2012-2017 (IN ZAR MILLION) (Graph)

3.1.9 South African Industry Market Size: Tea Market (Forecast: 2018-2022*): VALUE OF SA TEA MARKET: 2017 & 2022* (IN ZAR MILLION); SA TEA MARKET VALUE

FORECAST BY CATEGORY (IN ZAR MILLION) (Graph and Table)

TABLE OF CONTENTS

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3. South African Tea Industry Continued (44 pages):

3.1 SA Tea Industry Overview (23 pages)

3.1.10 South African Industry Market Size: Tea Market Volumes (2012-2022*): VOLUME OF SA TEA MARKET: 2012-2022* (IN TONNES) (Table)

3.1.11 South African Market Environment: Top Tea Companies: TOP TEA COMPANIES IN SOUTH AFRICA: 2017 (REVENUE SHARE IN ZAR MILLION); TOP TEA COMPANIES:

2012 VS 2017 (IN REVENUE SHARE PERCENTAGE AND REVENUE SHARE IN ZAR MILLION) (Graph and Table)

3.1.12 South African Market Environment: Top Tea Companies (Per Category): TOP 1 TEA COMPANIES (PER CATEGORY) IN 2017 (IN MARKET SHARE PERCENTAGE AND

MARKET SHARE IN ZAR MILLION) (Table)

3.1.13 South African Market Environment: Top Tea Brands: TOP 10 TEA BRANDS IN SOUTH AFRICA: 2017 (REVENUE SHARE IN ZAR MILLION); TOP 10 TEA BRANDS: 2012 VS

2017 (IN REVENUE SHARE PERCENTAGE AND REVENUE SHARE IN ZAR MILLION) (Graph and Table)

3.1.14 South African Market Environment: Top Tea Brands (Per Category): TOP 3 TEA BRANDS (PER CATEGORY) IN 2017 (IN REVENUE SHARE PERCENTAGE AND

REVENUE SHARE IN ZAR MILLION) (Table)

3.1.15 South African Market Environment: Tea Distribution Channels: CHANNEL DISTRIBUTION FOR TEA PRODUCTS: 2017 (IN PERCENTAGE); CHANNEL DISTRIBUTION

(2012 AND 2017) BY OUTLET TYPE (Graph and Table)

3.1.16 South African Production: Tea: TOTAL ROOIBOS PRODUCTION IN SOUTH AFRICA: 2011-2016 (IN THOUSAND TONNES) (Graph)

3.1.17 South African Industry Trade: Tea: TOTAL ROOIBOS EXPORTS BY DESTINATION COUNTRY: 2016 (IN MILLION KILOGRAMS) (Table)

3.1.18 South African Industry Trends

3.1.19 South African Industry Drivers

3.1.20 South African Industry Challenges

TABLE OF CONTENTS

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3. South African Tea Industry Continued (44 pages):

3.2 South African Tea Industry Sustainability (2 pages)

3.2.1 South African Industry Sustainability: Ethical Tea Partnership and Fairtrade International

3.2.2 South African Industry Sustainability: The Rainforest Alliance and UTZ

3.3 South African Tea Manufacturing Overview (19 pages)

3.3.1 AVI: Overview: AVI REVENUE FROM PRODUCT SALES BY SEGMENT FOR THE SIX MONTHS ENDED 31 DECEMBER 2017 (IN ZAR MILLION) (Graph)

3.3.2 AVI: Tea Brands/Products

3.3.3 Dilmah: Overview

3.3.4 Dilmah: Tea Brands/Products

3.3.5 Twinings (Stafford Bros & Draeger): Overview & Tea Brands/Products

3.3.6 TATA Global Beverages (TGB): Overview

3.3.7 TATA Global Beverages (TGB): Tea Brands/Products

3.3.8 Unilever: Overview: UNILEVER TURNOVER FROM PRODUCT SALES BY SEGMENT FOR THE SIX MONTHS ENDED 31 DECEMBER 2017 (IN BILLION EURO) (Graph)

3.3.9 Unilever: Tea Brands/Products

3.3.10 South African Tea Manufacturers: Other

3.3.11 South African Tea Capsules and Pods Manufacturers: Other

TABLE OF CONTENTS

4. South African Tea Industry Retail Analysis (40 pages):

4.1 South African Tea Retail Overview (29 pages)

4.1.1 Dulcé Café: Overview

4.1.2 Dunkin’ Donuts: Overview

4.1.3 Famous Brands (Europa): Overview

4.1.4 Famous Brands (Fego Caffé): Overview

4.1.5 Famous Brands (Mugg & Bean): Overview

4.1.6 Famous Brands (Vovo Telo): Overview

4.1.7 Famous Brands (Wimpy): Overview

4.1.8 Happy.Me: Overview

4.1.9 Krispy Kreme Doughnuts: Overview

4.1.10 McDonald’s McCafé: Overview

4.1.11 Peacock Coffee & Tea Traders: Overview

4.1.12 Seattle Coffee Company: Overview

4.1.13 Starbucks: Overview

4.1.14 The Bubble Tea Company: Overview

4.1.15 The Daily Coffee Café: Overview

4.1.16 Vida E Caffé: Overview

4.1.17 Woolworths Café: Overview 17

TABLE OF CONTENTS

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4. South African Tea Industry Retail Analysis Continued (40 pages):

4.1 South African Tea Retail Overview (29 pages)

4.1.18 Xpresso Café: Overview

4.1.19 South African Independent Retailers: Other

4.1.20 South African Specialty Retailers

4.1.21 South African Retail Overview

4.1.22 Checkers: Overview

4.1.23 Food Lover’s Market: Overview

4.1.24 Massmart: Overview: MASSMART DIVISIONAL SALES OPERATIONAL REVIEW FOR 53 WEEKS ENDED 31 DECEMBER 2017 (IN ZAR BILLION) (Graph)

4.1.25 Pick n Pay: Overview: PICK N PAY GROSS PROFIT FOR 26 WEEKS ENDED 27 AUGUST 2017: 2016 VS 2017 (IN ZAR BILLION) (Graph)

4.1.26 Shoprite: Overview: TOTAL TURNOVER FOR 26 WEEKS ENDED 31 DECEMBER 2017 (IN ZAR BILLION) (2016 VS 2017) (Graph)

4.1.27 Spar: Overview: SPAR CAPITAL EXPENDITURE PER GEOGRAPHICAL SEGMENT: 2017 (IN ZAR MILLION) (Graph)

4.1.28 Woolworths: Overview: WOOLWORTHS TOTAL REVENUE CONTRIBUTION BY SEGMENT: 2017 (IN ZAR BILLION) (Graph)

TABLE OF CONTENTS

4. South African Tea Industry Retail Analysis Continued (40 pages):

4.2 South African Tea Pricing Analysis (11 pages)

4.2.1 Retail Outlets Pricing Analysis (3 pages) (w/c 18 June 2018)

4.2.1.1 Tea Pricing Analysis: Retail Outlets: Black Tea; Green Tea; Rooibos Tea; Herbal/Flavoured Tea; Red Cappuccino – Comparative pricing at Dulcé Café, Dunkin’

Donuts, Fego Caffé, FreshStop, Kauai, Krispy Kreme Doughnuts, McCafé, Mugg & Bean, Seattle Coffee Company, Starbucks, Vida E Caffé, Vovo Telo, Wiesenhof, Wild Bean

Café, Wimpy, Woolworths Café

4.2.2 Tea Pricing Analysis (8 pages) (w/c 18 June 2018)

4.2.2.1 Tea Pricing Analysis: Black Tea: Five Roses; Glen; House Brand; Joko; Lipton; Teeco; Tetley; Trinco; Twinings Earl Grey Tea; Twinings English Breakfast Tea

– Comparative pricing at Checkers, Pick n Pay, Shoprite, Woolworths, Food Lover’s Market, Game, Makro, Spar

4.2.2.2 Tea Pricing Analysis: Rooibos Tea: BOS Organic Rooibos; Carmién Organic Rooibos, Eleven O’Clock; Five Roses; Freshpak; Glen; House Brand; Laager;

Lipton; My T Chai; Trinco; Southall’s Rooibos – Comparative pricing at Checkers, Pick n Pay, Shoprite, Woolworths, Food Lover’s Market, Game, Makro, Spar

4.2.2.3 Tea Pricing Analysis: Green Tea: Carmién Green Tea; Five Roses; Freshpak; House Brand Green Tea; My T Chai Green Rooibos Chai; Lipton Clear Green

Tea; Tetley Pure Green Tea; Trinco; Twinings Green Tea – Comparative pricing at Checkers, Pick n Pay, Shoprite, Woolworths, Food Lover’s Market, Game, Makro, Spar

4.2.2.4 Tea Pricing Analysis: Fruit/Herbal Tea: Carmién Pure Herbal Infusion Range; Freshpak Rooibos with Echinacea; Five Roses Apple Vanilla & Cinnamon;

Herbex Slimmers Herbal Tea; House Brand; Lipton Flavoured Teas; My T Chai Yogi Chai Spiced Tea; Twinings Fruit & Herb Collection – Comparative pricing at

Checkers, Pick n Pay, Shoprite, Woolworths, Food Lover’s Market, Game, Makro, Spar

4.2.2.5 Tea Pricing Analysis: Tea Capsules and Pods: Carmien (Natural, Chai, Caramel, and Vanilla Espresso Capsules); Espresto (Rooibos Espresso, Rooibos

Cappuccino); Khoisan Gourmet (Organic Rooibos Capsule Range); Nescafe Dolce Gusto (Chai Tea Latte); Pure Cup (Rooibos, Green Tea with Mint); Red

Espresso (Rooibos Espresso Capsules, The Tea Collection Family Pack); The Tea Merchant (Rooibos Espresso, Earl Grey Rooibos Espresso)19

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