CMO, Philip ThestrupCo Founder, Søren Ejlersen

WE RECREATE THE CLOSE LINKS BETWEEN THE WORK OF THE ORGANIC FARMER AND THE WORK IN ALL THE KITCHENS – TRANSFORMING THE BOUNTIES OF THE LAND INTO FEASTS OF HONEST,

NUTRITIOUS , SEASONAL AND INSPIRED FOOD

The Boxes

The Boxes

Boxes in diverse directions

VedgeFruitMixed

MealsoloutionsFastClassicLocal & climate

Local boxes as the new player where wecontribute to customers as a platform

+ Extras

B2B

04-10-2013

Sweden

Billeslund Farm; Growing VegetablesLast season this year – platform instead

BARRITSKOVBarritskov Farm; Packing Boxes

Vaskeriet, Barritskov

80/20Future farming

80/20 diet

More farm less industry

More raw less cooked

More plants less meat

More Local less import

Climate

Enviromentalissues

It is the social integration that are crucial

The Kids Project

Starting when they are 10 years old, the kids are totally open to authentic learning

We created a snowball effect where kids grow, cook & experience nature simultaneously

The Management

Finding the right key figures and using them!The business plan

If it doesn´t work – try something different

@aarstiderne: Weekly reports , monthly and quarterly accounts

2 year rolling budget Killing the darlings

Work with professional money

AWARENESS

The Culture

The Choice to ChangeThe Help - The Educator

A Way of Living

@aarstiderne:Taking action – manifesting a business

Perfectly timedTransparency

Letting people in and let them participate

Show upStay presentTell the truth

Get out of the way

FAITH

A Clear Direction and a Simple Idea

What you need, but do not know yet … in 10 yearsBeing proud of farming and providing food again

@aarstiderne:”Jordforbindelse” (grounding)

An authentic story.Inspiration. Convenience

Money destroys everything - the lack of money the rest….Ecology

THINKING INSIDE THE BOX

Structure

Time

Spirit

StructureOut of spirit

– out of business

The Figures

40.000 customers

25.000 boxes pr. week. Sweden, 2500 boxes pr. Week

Delivering in 90% of DK

Growth rate in 2013 – 18%

2 farms + 35 growers in and outside DK

Turnover 39 mio Euros

Result 2,1 mio Euros

115 employees

Krogerup Farm; Meeting Customers+ frontend in general

CONTRY KITCHEN

The Virtual

Web site

App

Email Newsletters

Social Media

Banners

Campaigns

The Basic Boxes

Meal Solutions

Extras

ExtrasMy Aarstiderne

Video Cooking Classes

Back ground Videos

Driven by the Customers

Markets are conversations

Conversations among human beings sound human

To speak with a human voice,

companies must share the concerns of their customers

Businesses want us to pay – we want them to pay attention!

@aarstiderne:

Started as a community

Street kitchens and events

Blogs, forums , social media and books

Conversations

PARTICIPATE

Market

• Aarstiderne has a unique position in the market due to:• The customers trust Aarstiderne to be able to decide what their meals

look like• Aarstiderne solves a family problem around what to eat and how to

provide it• Convenience – lack of time is a big challenge for a lot of families

Market Outlook

• The market is emmerging

• It is likely that COOP or Danish Supermarket will launch a online supermarked

• High interest in locality and traceability. Aarstiderne as a platform for reconnecting.

• First mover advantage. “Ownership” of categories on the Internet

• Demand for online availability throughout the platforms

• More competitors will enter, who will deliver at a lower price

STRATEGIC FOCUS

Too difficult to be good at everythingWe are trying to do to much at the same time

We need to trim the business and get rid of “noise”

Vision:AARSTIDERNE THE MARKET LEADER IN

E-COMMERCE ON ORGANIC FOOD

• MEALBOXES AND EXTRAS ARE THE MAIN GROWTH DRIVER

• SUBSCRIBERS ARE OUR KEY ASSET

MEALBOXES AND EXTRAS ARE MAIN GROWTH DRIVER

Fine tuning

Extraordinary Extras

“Kings of organic convenience”

Simplifying the “message” to the customers on distribution

Up-grade/development of e-shop and app. Fine tuning processes

Smart offering of extras based on knowledge

Campaigns for all seasons.

Supply chain matches the customer life style

SUBSCRIBERS ARE THE KEY ASSET

(Re-)developing membership

Rewarding loyal customers

Communities

Sales

The Customer, the Farmer, theChef inhabits the @ platform.

They:-Buy and sell-Innovate-Communicate-Create

Interactivity with customers, ratings, feed back, etc.

Membership cardsSpecial offersExclusive events

CHALLENGES

POST BILLESLUND – LOCAL PLATFORM.

Is this approach strong enough?

MEALBOXES:

Future development – what will be next?

Inspirered by nature…. and

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