January 20, 2004 Beach Plum Project 2003 Foodservice Industry Presentation Summary Bob Weybright Dr. Wen-fei Uva Dr. Rick Uva

January 20, 2004 Objectives of Presentations  Present concept to potentially high margin market(s)  Present to cutting edge operations and individuals  Determine level of interest in fruit  Identify price potential & price points  Determine preferred method of purchase  Identify potential uses, both traditional and non- traditional  Learn preferred fruit forms  Determine potential demand, in total and per site

January 20, 2004 Concept Presented To:  11 chef’s 3 bakers 8 executive chef’s  1 restaurant marketing firm  2 food industry advocate groups

January 20, 2004 Characteristics of Chosen Venues  Entrée range: $30-$50 per entrée  Geographic range: NY city to mid-Hudson valley, Southern Connecticut  Restaurant style: American, French, casual elegant, Asian, fine dining, new American

January 20, 2004 Types of Uses Mentioned  Bakery Clafoutis Pies Sauces Sorbet  Appetizers Foie Gras  Retail Jams  Entrée Venison Chutney Compote Pickled Brandied  Nouveau Dried/salted blossoms Unripe for sushi

January 20, 2004 Fruit Formats  Fresh Whole Pitted  Dried  Juiced  Frozen Puree Whole Whole/pitted

January 20, 2004 Purchase Preference  Direct – preferred Grower contact Farmers market  Specialty purveyor – second choice Sid Wainer Baldor “John the Greek” Fresh N Wild  Broad line distributor – undesirable

January 20, 2004 Concerns/challenges  Supply  Consistent quality  Fresh Match harvest to menu planning cycle Adequate quantities Viable delivery system  Bakery use Cost of fruit (relatively large quantities needed) Cost/feasibility of pitting

January 20, 2004 Participant Commitments and Results - to Date  Purchased product - $6.00 per pound for frozen/whole fruit  Utilized in sustainable agriculture themed food seminars  Designing “beach plum” theme dinner – late winter/early spring timing  Scheduling presentation dish for gourmet magazine staff – to be scheduled in early 2004  Recipes and uses to be shared as developed

January 20, 2004 Product Requirements  Fresh Impeccable quality fruit Fresh fruit Clean fruit Consistent pack Minimize packaging (avoid clam-shells)  Frozen Quick frozen and stored sub-zero Quality fruit Clean fruit Consistent pack Minimize packaging

January 20, 2004 System Requirements  Identify fruit availability Timing Volume  Manage grower contacts  Develop relationship Personally initially Telephone sub sequentially  Develop order and delivery system

January 20, 2004 Next Steps  Pursue savory market initially  Develop communication with chef’s  Coordinate supply and availability  Identify cost effective delivery method  Trade show presentation