good food for good October 2013

Convenience Local & artisanal foods World cuisine Pure, transparent, healthy choices Today’s educated consumer values…

…and businesses that give back 64% of consumers in North America prefer to buy from companies that give back to society Source: Nielsen Global Survey of Corporate Citizenship, Q3 2011

Motivation for change Dissatisfaction with current packaged food in Canada Desire to make an impact good food for good

Our philosophy good food for good make a difference, one meal at a time Our promise: good food, the way it used to be, should be – pure and simple. good business that exists to make the world a better place and not just earn profits

good food fresh artisanal local

we will donate a meal with every purchase to fight world hunger good business

Who are we? Richa : Passionate cook and a socially conscious consumer Head – Marketing, Sales and R&D Ex tier 1 food CPG marketer, MBA with over 10 years of experience in marketing, retail and fashion. Marketed brands like Old El Paso, Fibre 1 and Oatmeal Crisp. Dissatisfied with current packaged food that forces to choose between healthy/fresh and convenience, decided to start something that makes a difference. Prashant: Foodie and a socially conscious consumer Head – Operations MBA with over 15 years of experience in technology and business. Foodie at heart who would drive across town to eat his foods. Early believer of real food movement and supporter of local products. Ready to moonlight to make a difference in the world while supporting the family financially.

Targeting the healthful foodie

Value for the consumer No Compromise convenience preservative free, great tasting convenient food. Fresh, Local and Artisanal Made locally using local fresh ingredients in small batches Good feeling Opportunity to make a difference in the world.

Endless product possibilities Ethnic inspired packaged food made locally with fresh and local ingredients without any preservatives.

Opportunity for ethnic in refrigerated aisle

Product pipeline for the first 3 years Simmer sauces Fresh, simmer sauces to help prepare Indian curries in minutes. Just add protein and vegetables Spreads Delicious vegetarian dips made with high protein legumes and vegetables. Enjoy as a snack or add to your sandwich. Soups World inspired legumes based delicious soups Heat and eat Year 1: 4-6 SKUsYear 2: 8-10 SKUs Vegan : Vegetarian : Lactose free : Gluten free Delicious : Convenient : Fresh : Local : Artisanal : Exotic : No artificial colors or preservatives Year 3: SKUs

All simmer sauces inspired by Indian cusine Complicated In demand Under-developed Source: Google trends, search in Canada Jan September 2013

Packaging that reflects our values Contemporary Clean and transparent Ingredients in the front

Pricing Pasta sauces Classico, 650 ml (shelf stable): $3.99 Olivieri, 300ml (fresh): $ 5.29 $ ml, good food for good fresh simmer sauce 2 x shelf stable Indian cooking sauce

Promotions 95% of people trust recommendations from friends and family above all other forms of advertising when making a purchase decision

Pre-launch, launch & sustain Awareness and acquisition Retention and advocacy Raise your hand to fight hunger Sampling Cooking classes

Forecast $1,306, ,592 units Presence Farmer’s markets, Specialty retailers & Regional retailers Offering Spreads (4), Simmer sauces(4), Soups (4) Forecast $1,306, ,592 units Presence Farmer’s markets, Specialty retailers & Regional retailers Offering Spreads (4), Simmer sauces(4), Soups (4) Forecast $371,483 64,612 units Presence Farmer’s markets, Specialty retailers & Regional retailers Offering Spreads (4), Simmer sauces(4), Soups (2) Forecast $371,483 64,612 units Presence Farmer’s markets, Specialty retailers & Regional retailers Offering Spreads (4), Simmer sauces(4), Soups (2) Forecast $45,565 7,232 units Presence Farmer’s markets & Specialty retailers Offering Spreads (4), Simmer sauces(4), Forecast $45,565 7,232 units Presence Farmer’s markets & Specialty retailers Offering Spreads (4), Simmer sauces(4), Sales Year 1 Nov 2013 – Oct 2014 Year 1 Nov 2013 – Oct 2014 Year 2 Nov 2014 – Oct 2015 Year 2 Nov 2014 – Oct 2015 Year 3 Nov 2015 – Oct 2016 Year 3 Nov 2015 – Oct 2016

Operations Responsive supply chain – producing as we need to maintain freshness. No capital investment in plant and equipment – using co-packers and third party storage and logistics. Partners Local farmers - Tbd Spice importers - Tbd Container suppliers - Tbd Municipally/Federally inspected kitchens or co-packers - Tbd Cold storage and transportation - Tbd Farmers markets and retailers - Tbd vendorCold storagekitchenCold storageFarmers market

Risks and mitigation 1. Market for fresh Ethnic foods is very small. 2. Competitors start offering product in refrigerated aisle. POV: The Company has been very conservative in estimating the penetration of Ethnic, specifically Indian foods among Canadian households and the Company’s market share. Furthermore, the Company will seek opportunities to position the Company’s products as an alternative ingredient for common Canadian foods (e.g. poutine with butter chicken gravy). POV: The Company’s differentiation goes well beyond providing products in the refrigerated aisle. That being said, the Company will try hard to educate and engage consumers about the Company’s stand so consumers are not swayed by copycat or me-too competitors.