Eating Responsibly. Acting Responsibly. Annie’s, Inc. Overview

Annie Withey – our founder

“My three roles as mom, organic grower, and “Annie” are very much intertwined. All have taught me the importance of sharing real, wholesome meals as a family and of supporting family farmers.

At Annie’s, we make our products with real ingredients, all found in nature—no artificial anything—and are honored that our loyal friends and customers continue to invite us to share in their family meal time.” –Annie Withey

Annie’s Early Days

• Began with the desire to give families everywhere healthy alternatives to traditional comfort foods.

• Goal was to do everything differently from the mainstream – to show by example that a successful business can also be socially responsible

• socially responsible

• green

• white cheese vs artificially colored orange cheese

• purple box vs. blue box

• grassroots evangelism vs. advertising

• ingredients you’d find in a kitchen vs. those made in a lab

Annie’s Homegrown founded in 1989

Annie’s Homegrown founded. Introduced Purple Box, the first all-natural macaroni and cheese

First to develop organic macaroni and cheese

Solera Capital purchases Annie’s Homegrown in August 2002

Launched Bunny Grahams in Spring 2005

Introduced cereal in Spring 2007. and extensions in summer 2008

Annie’s introduces Cheddar Bunniesorganic crackers

Acquired Annie’s Naturals in November 2005

1989 1993 1998 2002 2004 2005 2006 2007

Annie’s Naturals launched Goddess dressing

2008

Launched organic Bunny Fruitsnacks in summer 2008 and extensions in spring 2009

Launched Certified Organic Cheddar Bunnies

Launched Deluxe Mac & Cheese

2009

Launched snack mix in spring 2009

Introduce Classic Crackers in summer 2008

Annie’s 20 Year History

AN packagingRe-designed and launched in October 2009

How has Annie’s grown successfully?

1. Mission/principles2. Eat Responsibly3. Act Responsibly 4. Share our Story 5. Continuous Improvement – Journey

Keys to Our Success

#1: Strong Principles - Mission & Values

Values• Annie’s is real, authentic, and trusted by consumers. As a company we strive to build upon this legacy with every decision we make.

• Annie’s only makes products that taste great; they delight our consumers.Annie’s uses only simple natural and organic ingredients, no icky additives or pesky preservatives.

• Annie’s sources only from places and people we trust, with high emphasis on quality, as well as agricultural and environmental sustainability. We believe in transparency.

• Annie’s is a socially responsible company, and through our actions and programs we spread awareness and act as a positive role model for consumers and other business to do the same.

• Annie’s and its valued employees treat consumers, customers, suppliers, shareholders, and each other, with the same high degree of respect, fairness, & honesty that we expect of others.

MissionTo be the trusted and preferred natural and organic brand for conscientious moms and kids

State them over, and over, and over…..

…And Stay True To Them Every Day

Annie’s core values are a key underpinning of all the company does/every choice that’s made.

Delivering great tasting, healthy products and being socially responsible are imbedded in brand’s DNA/Soul.

Every decision rooted in our mission and values.

#2: Eat Responsibly – Brand Promise

Real and authentic

Simple, natural and organic ingredients

Premium, great tasting products

Socially responsible

brand

TRUSTED BRAND

Delicious and High Quality

• Annie’s uses only straight-from nature ingredients – no icky additives or pesky preservatives!

• We source from small family farms and choose high-quality partners. Largest purchaser of organic durum

wheat in the US Organic pasta meals and snacks use

real cheddar from Organic Valley

Kids love it. And moms feel good about serving Annie’s.

#3: Act Responsibly – Consider Impact on Society

We see the word as an interconnected system. We nourish communities by providing healthy food,

promoting sustainability and supporting organizations motivated by our same intrinsic purpose.

Promoting Sustainability

• Packaging: Post-consumer recycled materials whenever possible. Cartons made from 100% recycled paper fiber and a

minimum of 35% post-consumer content. Vegetable based-inks. Feature creative suggestions to re-use boxes.

• Energy: Making green power choices. Partner with NativeEnergy to offset carbon dioxide

emissions from corporate headquarters, manufacturing facilities and distribution warehouse.

Mobile Tour runs on biodiesel

• Measurement: Surveying our production partners. Tracking water, energy, waste to better understand

our environmental footprint.

Making green choices throughout our supply chain.

Supporting Communities

• Grants for Gardens Funds for propagating school & community

gardens nationwide. 30+ schools supported in 2009

• Sustainable Agriculture Scholarships Helping the next generation of organic

farmers meet their dreams. $50K annually

• Corporate Donations Funding organizations making a difference

in the industry

Connecting kids with real food and encouraging organic farming.

#4: Sharing our Story – Be Transparent

Building trust by connecting in an honest, transparent way.

Direct Consumer Feedback

• http://www.annies.com/guestbook

Thank You