Presentation Document Presentation Document for for

Whole Foods MarketWhole Foods Market

ContentsContents

• Overview of Tio & Bare Necessities• Current Market/Category Trends• BN Range• BN Aspirations/Opportunities with Whole Foods Market• BN Promotion

Mid Coul FarmMid Coul Farm

Our FarmsOur Farms

• William Rose, our Group Director, is a fifth generation farmer

• our farms in Scotland account for over 80% of our total produce

• we also have formal, long term supply relationships with farms in England, Italy & Spain

• we were one of the first Scottish farms to enter organic production on a commercial basis

• we are now the United Kingdom’s biggest grower of organic carrots

• Mid Coul Farm near Inverness in north Scotland is 3,000 acres in size (100 years young!)

• Tio Ltd was established in 1998 as the sales & marketing arm for the farms

• state-of-the-art factory in Forres – clean, grade, process & pack 100% organic produce

• BRC accredited “A” grade factory site & Soil Association accredited

• supply a number & diversity of clients – retailers, wholesalers, foodservice & agents

• customers include Tesco nationally, National Health Service .... and many others

• accredited in top 2% of supply base in unannounced site audits, two years running – 2011/12

Tio LtdTio Ltd

Bare NecessitiesBare Necessities

• first branded organic root vegetable range in the UK• first organic brand to offer and guarantee 100% pesticide residue free• brand developed with consumer and trade buyer input• core range includes organic carrots in various formats for 12 months of the year, and

parsnip/swede lines in season (October to April)• brand listed in Whole Foods Market, Ocado, Tesco Express and Tesco• NPD for 2012 onwards – to extend the BN range into additional produce lines – first range

extension was cucumbers

Key Facts & TrendsKey Facts & Trends

• the UK organic food market began to stabilise in the latter part of 2011. The market is expected to increase in value by 11.8% between 2012 and 2016, reaching £1.86b. (Organic Food & Drink Market Assessment, 2012, Key Note)

• annual carrot (organic & conventional) total sales in the UK is currently £290m or 700,000 tonnes - about 100 carrots per person. (British Carrot Growers Association, 2012)

• organic carrots account for 8% of the total carrot market and 13% of retail sales. (Kantar Worldpanel, Feb12)

Our Bare Necessities Retail RangeOur Bare Necessities Retail Range

Products & Growing LocationsProducts & Growing Locations

Scottish Open Ground – Inverness/Moray/AberdeenshireOct - Apr

ORGANIC PARSNIPS & SWEDE

UK Open Ground – Norfolk/SuffolkMid Jun - Early Aug

Italian/Spanish ImportsMid May - Early Jun

Scottish Strawed – Inverness/Moray/AberdeenshireMid Dec - Early May

Scottish Open Ground – Inverness/Moray/AberdeenshireLate Aug - Early Dec

ORGANIC CARROTS

Growing LocationTime of Year

BN New ProductsBN New Products

• cucumbers• what next?• a significantly extended

range of vegetables by early 2013, followed by salad & fruit

Aspirations/OpportunitiesAspirations/Opportunities

To increase our business with Whole Foods Market, by:

• continuing to provide quality organic produce, coupled with good service levels• increasing the Bare Necessities (BN) range and the volume• increase the lines listed from 2013 onwards, via Tio’s new procurement strategy

(e.g. own label)• continued collaboration on joint promotion opportunities (e.g. new store openings,

holiday promotions, social media, etc)

Marketing SupportMarketing Support

Relationship Marketing

DigitalPrinted Media

We provide effective brand support

From a giant bear on the streets and in stores, journalist engagement, printed media, a social media strategy and retailer-specific promotions – we believe in our brand and

to that end we give it a ‘voice’

All our marketing decisions are based on customer insight and market awareness, not hunches

Further InformationFurther InformationContact:

Stewart MillerBrand & Business Development ManagerTio (This is organics) LtdGreshop Industrial Estate, Forres, Moray, IV36 2GU, Scotland, United KingdomTel: 01309 696 040Mob: 07774 926 245Email: stewart.miller@tio.co.uk

Web: www.tio.co.uk & www.bnfoods.co.ukTwitter: www.twitter.com/bnfoodsBlog: www.bnfoodsblog.comFacebook: www.facebook.com/bnfoods