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Wish Farms Differentiators

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Wish Farms Differentiators 3/25/2012 Agenda • Company Overview • Differentiators – Core Values – Forecasting – History – Strawberry Processing – Product Supply Chart – Vegetable Program Expansion • Strawberry Program – Product Overview + Acreage • Food Safety – 2011‐2012 Projected Volume • FreshQC™ • Blueberry Program • QR Code/Mobile Website – Growing Regions – 2011‐2012 Projected Volume • Recap 1 3/25/2012 WISH FARMS COMPANY OVERVIEW Core Values •We never fail to stand behind our QUALTIY product. INTEGRITY •We never compromise integrity. •We never fail to respond promptly to the RESPONSIVENESS needs of growers, customers, and employees. 2 3/25/2012 Wish Farms History • 1922: The founding of Wishnatzki & Nathel • 1929: Founder, Harris Wishnatzki moves from NYC to Plant City, FL • 1950’s: Became the largest strawberry shipper in Florida • 1955: 2nd generation, Joe & Lester Wishnatzki take over company operation • 1974: Gary Wishnatzki’s first day in the produce industry • 1987: Growing Operation established with G&D Farms • 1990: Gary Wishnatzki 3rd Generation becomes CEO • 2001: Mutual agreement to split from Nathel • 2003: Organic Strawberries Clear Choice Greenhouses Wish Farms History • 2006: VirtualOne technology company is created to provide solutions for the produce industry • 2007: Strawberry Processing Operation • 2008: VirtualOne introduces the FreshQC™ Traceability System • 2010: Wish Farms Misty the Garden Pixie consumer brand launch • 2010: Became year round supplier of vegetables with operation in Pine Island, FL • 2011: Became year round supplier of blueberries with 7 growing regions • 2011: Became year round supplier of strawberries with operation in Salinas, CA • 2011: Company name changed officially from Wishnatzki Farms to Wish Farms • 2011: Release of variable QR code label & optimized mobile website 3 3/25/2012 In 2009 we made a commitment to become a year‐round berry and vegetable supplier. 2011‐2012 Product Supply Chart JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Shipping Points Blueberries Florida Plant City, FL Georgia Alma, GA North Carolina Elizabethtown, NC New Jersey New Jersey Michigan Paw Paw, MI Oregon Hillsboro, OR Argentina Plant City, FL Chile Plant City, FL Organic Blueberries Chile Plant City, FL Strawberries Florida Plant City, FL California Salinas, CA California Santa Maria, CA Bell Pepper Florida Pine Island, FL Florida Duette, FL North Carolina Franklin, NC Squash Florida Plant City, FL Florida Pine Island, FL Pickles Florida Plant City, FL Michigan Decatur, MI Eggplant Florida Plant City, FL Florida Pine Island, FL Grape Tomatoes Florida Plant City, FL Florida Pine Island, FL North Carolina Franklin, NC Hot House Peppers Florida Pine Island, FL 4 3/25/2012 Planning & Packaging • Weekly planning meeting to project volume and ad pricing ‐ Bloom counting program ‐ Historical Data ‐ Field observations ‐ 10 Day weather forecast ‐ Information from other growing regions • Strawberry Packaging • Blueberry Packaging ‐ 12/8 oz ‐ 12/4.4 oz ‐ 8/1 # ‐ 12/6 oz ‐ 4/2 # ‐ 12/1 pint ‐ 2/4 # Florida Strawberry Varieties • Offering 4 main varieties to provide quality produce all season long Treasure Festival Radiance Camino = = = = EARLY MID ‐ LATE MID ‐ LATE LATE 5 3/25/2012 Organics • Commitment to organic strawberry production since 2003 • Certified USDA Organics available upon request • Packed in the Wish Farms organic label • Over 150 acres – 235,000 flats expected the 2011‐2012 season Strawberry Acreage Wish Farms Total Strawberry Acreage 2,500 2,000 2,293 1,500 1,418 Acreage 1,000 1,181 1,129 500 0 2008‐09 2009‐10 2010‐11 2011‐12 (projected) Season 6 3/25/2012 Strawberry Acreage Florida Strawberry Acreage • We are the largest strawberry Projected 2011‐2012 Season shipper/grower in Florida • Twice as big as our next largest Wish competitor Farms 21% • Now a year‐round strawberry supplier operating 150 acres in Salinas, CA State‐ • Our California operation is set wide to double by next season 79% Strawberry Volume Wish Farms Strawberry Volume • Wish Farms’ actual strawberry 5000000 5000000 volume 2009 thru 2011 4500000 4000000 3500000 • Projected Wish Farms volume total for the 2011‐2012 Florida 3000000 2616128 strawberry season 2500000 2152863 Cases Conventional 2000000 Organic 1500000 1000000 500000 191212 234100 61561 0 2009‐10 2010‐11 2011‐12 Projected Season 7 3/25/2012 Blueberry Volume Projected Blueberry lbs 2012 • 2012 season we will handle 1,000,000 1,000,000 approx. 12 million pounds Argentina 2,000,000 2,000,000 • Our blueberry program is Chile expanding exponentially. We are Georgia now working with growers in 7 Michigan different regions North Carolina 1,000,000 Florida Oregon 3,000,000 2,000,000 Blueberry Volume Wish Farms Projected Blueberry Volume 2011‐2012 Season 2500000 2000000 1500000 Pounds Imports 1000000 Domestics 500000 0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Months 8 3/25/2012 WISH FARMS STRATEGIC ADVANTAGES Wish Farms Differentiators • We have developed an extensive scientific approach for forecasting weekly volumes • We accurately project volumes by combining: – Information received from our growers in the field – Scientific data collection – Market Analyst on staff – 2 full‐time bloom counters 9 3/25/2012 Wish Farms Differentiators • We are the only marketer in Florida operating a strawberry processing facility • Enables us to market the entire crop • #2 berries can be processed and kept off the fresh market – Water damage – Quality problems – Fresh market prices too low – In accordance with food safety and HACCP guidelines Wish Farms Differentiators • Vegetable Program – Pixie Perfect Farms in Pine Island, FL • Micro‐climate; no freeze • Year‐round supplier of bell pepper and grape tomatoes – Pickles • Strong relationship with Falkner Farms, largest pickle grower in the world • We control the in‐flow; always sell FRESH 10 3/25/2012 Vegetable Program • Value‐Added Bag ‐ 2 lb Green • Tray Pack ‐ 3 / 20 oz Green ‐ 2 / 14 oz Green ‐ 3 / 20 oz Multi Color ‐ 2 / 14 oz Multi Color • Display Ready ‐ 1 ½ Bushel • Place Pack ‐ 36 ct ‐ 48 ct Food Safety • Safety Policies – Global Food Safety Initiative (GFSI) – Good Agriculture Practices (GAP) – Annual 3rd party audits – COOL protocol – Primus certified • Produce Traceability Initiative (PTI) Compliant – Case‐level traceability – Item‐level traceability 11 3/25/2012 Pre‐Label Boxes FreshQC License Plate and PTI Label Unit Level ID# “same number” Grower Specific Or Field Specific 1 –2 ‐ 3 12 3/25/2012 Consumer Feedback • Every FreshQC™ submittal receives a personal response via email • Gift cards are mailed to consumers who express dissatisfaction with our product • All growers have access to FreshQC™ to log in and see responses linked to their farm • Growers give incentives to the pickers 13 3/25/2012 Consumer Feedback Email Response Dear Stiles, Thank you for visiting the FreshQC website to rate our strawberries. Consumer feedback is invaluable to us. The 16‐digit FreshQC number is tied to the picker, variety, field location, date and exact time of day the fruit was picked. We are able to connect you to our growers and the actual picker that picked your package of produce. They are able to read your comments providing accountability and continuous improvement for their work. I am very sorry to hear you did not have an enjoyable experience with our strawberries. The weather in Florida has not been very cooperative, which can sometimes affect the firmness and sweetness of the fruit. However, no matter the circumstance, I would like to make it up to you. If you could send me your address, I would like to send you a gift card for the strawberries you purchased and were unable to enjoy. Again, I apologize for any inconvenience and hope your next experience with Wish Farms strawberries is much more enjoyable. We appreciate your contribution to our quality control efforts. Please visit the FreshQC site often to give us more of your feedback. You can visit our company website (wishfarms.com) for product news or to make more valuable suggestions to our team! Also, don’t forget to “Like us” on Facebook (facebook.com/wishfarms) for exclusive information about our company, recipes, sweepstakes and more! Sincerely, Amber Kosinsky, Director of Marketing 14 3/25/2012 Consumer Brand • Social Media – Over 5,500 followers – Viral Pixie video series • New Website • FreshQC – Consumer feedback • QR Codes – Mobile interactive website • Grower Profile Videos Optimized Mobile Website • QR Code Label introduced 2011‐2012 Florida Strawberry Season – Codes are featured on all domestic Wish Farms strawberry, blueberry, grape tomato clamshells • Optimized mobile website (non‐static) – Each scan is unique and links to the specific grower and commodity – Variable function made possible by our FreshQC™ traceability system – Easy to view on any ‘smart’ phone • Mobile Website Features & Video Shot – Meet the Owner – Meet Our Growers Screen – Learn About Your Fruit – Variety Info – FreshQC™ “How’s my Picking?” consumer survey Website – Recipes – Nutrition Info – Shelf Life & Storage Tips Mobile 15 3/25/2012 QR Codes • When a QR codes is scanned, consumers will view information specific to that commodity Generic Mobile Site features all 3 commodities and see a snap shot of the grower that harvested that exact package Me Scan FL Strawberry Festival Soundstage Sponsorship 2010, 2011, 2012 16.
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