cattle boyz value added proposal tom lee raleys

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Value Added for Raley's


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Value added to: Cattle Boyz Gourmet BBQ SaucesGetting Know in Nor Cal

Presented To: Tom LeeNovember 20,

Best QualityGluten Free Fat FreeMSG Free Clean Ingredient DeckLow Carbohydrates

Original, sweet chili & chipotle maple bacon bBQ Sauces Overview of cattle boyz brandSnapshot of Cattle Boyz Stands Out on the ShelfUplifting/Attractive PackagingCustomer friendly product descriptionsReusable Bottle35+ AwardsVersatile Uses(Empty similar bottles along online sell from $2 to $15+)(per serving)introducing cattle boyzStrategic Fit:Clean ingredient deck appeals to health conscious consumersPopular bbq sauce flavors at a gourmet competitive priceProduction and Supply Chain capacity to fulfill large scale purchase orders

New Product Launching:Unique packaging stands out from the pack3 popular Gourmet flavor profiles available Premium product with clean ingredient deck at reasonable priceShelf friendly sizing Customer friendly descriptions on labels

Sizes & Pricing:Available in 17oz Glass Latch Top Bottles (Unit Cost: $3.60 each)Shipped in 6packs

Recommendations:Ship 6packs to Raleys Sacramento DCpage 1 overview of new lineItem justification - Trade & consumerCreating awareness in nor calFacebook (24K+ Likes)Bi-Weekly contests Wed run Raleys specific contests when required

Twitter (34K+ Followers)Regular Tweets wed Tweet Raleys specific content when appropriate

NTENT online, geo targeted, ad campaign (10 ads) started on Oct 10/14 to Nov 19/14 has garnered 3,584,987 million impressions in NTENTs food vertical in their family of participating online properties (includes national magazines, TV shows, targeted food and bbq online media properties)

Online advertising with targeted online CA basedbbq sites

Sample Cattle Boyz Ads in Food Vertical on ImpressionsBBQ-Sauce-That'll-Thrill-The-Family417,069Does-Your-BBQ-Sauce-Round-Up-Flavor336,051Enjoy-The-Holy-Grail-Of-BBQ-Sauce1,181,869Explore-New-Frontiers-Of-BBQ-Sauce365,486Give-BBQ-Chicken-Wings-Bold-Flavor456,786Its-What-Your-Barbecue-Craves180,302The-Secret-Is-In-The-Sauce409,957Item justification - Trade & consumerCreating awareness in nor calEngaging with:High-level influencers (HLN) that are Nor Cal geo targetted (i.e. bloggers, LinkedIn, Media,etc.) Actively posting valuable information, resources, tips and offers

Target Market Connections (TCM) Nor Cal consumers of bbq sauceWill join groups and discussions that are bbq focusedEngage by using keywords in search section of social sites as well as in group discussion areas

Engage in Groups & DiscussionsEngage in about a dozen messaging on message boards and blogsSample social media contestTypical Reach and Volume of Exposure of our Social Media Contests:Our contests on Facebook are run off of Item justification market trendsCattleBoyZ BBQ and Tailgating Supplies! Our Starter Kit plus a $100 Gift CertificateThis contest Included a Starter Kit: 1 bottle of 17oz Original BBQ Sauce1 bottle of 17oz Sweet Chili4 seasonings: Big Country Garlic, Smokey Southwest, Smokin & Grillin, and Gourmet

Winners also received a $100 Gift Certificate for our online store.

In the copy, we promoted where were available in the US.

We would create Nor Cal geo targeted Raleys focused contest promoting the sauce availability at Raleys1804 LIKES30195 ENTRIES68572 VISITS1895 SHARES*

* Translates into a reach well over 900,00 on facebookWe are able to achieve these volumes with our existing 24k FB likes, 34K twitter followers, 25000 direct email dbase + paid post promoting7Item justification market trendsCreating awareness in nor cal We`d work with Raley`s to explore participating in Nor Cal Rib Fests and BBQ Competitions in either a team sponsorship capacity, advertising, etc

* Mintels Specialty FoodsThe NASFT State of the Industry ReportThe MarketU.S., September 2011.February 201526-28 -6th Annual Lake Havasu Music Brews & BBQ, Havasu CityApril 201523-26 -9th Annual Stagecoach Music Fest Championships, Indio,IBCA, LIVE & Outlaw ChiliAugust 20157-9 - Ribs, Pigs & Watermelons, Huntington Beach,KCBSSeptember 201519 - Smoke on the River, Sacramento,KCBS8Item justification market trendsMarketing budgetProposed Wholesale Price (17oz glass latchtop bottle): $3.60/bottleMSRP: $6.29/bottle

ORProposed Wholesale Price (17oz glass latchtop bottle): $3.88/bottle- With 8%* Marketing Budget against wholesale price

*This equates to $0.28/bottle for marketing in-house programs (i.e. flyers, coupons, online promos, etc)

CATTLEBOYZ in California

Shelf concept option 1Safeway Location (central CA)

Shelf concept option 2suggested shelving & pricingLineBBQ SaucesProductOriginalSweet ChiliChipotle Maple BaconSuggested Retail$5.29 - $6.99$5.29 - $6.99$5.29 - $6.99Cost$3.60$3.60$3.60Margin32% - 48%32% - 48%32% - 48%Sales Projection$400,000$350,000$375,000New Item AllowanceYesYesYesSlottingYesYesYesShelf Ready PackagingYesYesYesCase Pack666Suggested Retail Pricing:Cattle Boyzs suggested retail pricing is in line with other premium national brands and local/regional brands

Suggested Shelving:The BBQ Sauce Class of the Raleys family of products. Bottles have customer friendly product descriptions.APPENDIX12Product DescriptionPackaging DescriptionVolumeUPCCase CodeDistribution of new itemsOriginal BBQ Sauce 6 PackGlass Latchtop17 oz628039 10002 910628039 100064Bottle/unitWeightWeightUnitsCasesCaseCaseCasePallet Size WxH ICasePalletPer CasePalletLengthWidthHeightConfiguration3.15x8.35"14 lbs.1580lbs611010.9in7.3in9.5inTI HI22 5Bottle/unitWeightWeightUnitsCasesCaseCaseCasePallet Size WxH ICasePalletPer CasePalletLengthWidthHeightConfiguration3.15x8.35"14 lbs.1580lbs611010.9in7.3in9.5inTI HI22 5Product DescriptionPackaging DescriptionVolumeUPCCase CodeSweet Chili BBQ Sauce 6 PackGlass Latchtop17 oz6 28039 10030 210628039 100217Original BBQ SauceSweet Chili BBQ Sauce13Distribution of new itemsBottle/unitWeightWeightUnitsCasesCaseCaseCasePallet Size WxH ICasePalletPer CasePalletLengthWidthHeightConfiguration3.15x8.35"14 lbs.1580lbs611010.9in7.3in9.5inTI HI22 5Product DescriptionPackaging DescriptionVolumeUPCCase CodeChipotle Maple Bacon BBQ Sauce 6 PackGlass Latchtop17 oz6 28039 30110 5 10628039 300013Chipotle Maple Bacon BBQ Sauce

Distribution of new itemsMajor Grocery Chains, Mass Merchandisers, Specialty StoresCanadian and US operations (production, sales, warehousing, logistics)

Cattle Boyz uses EDI for major trading partner (SPS Commerce) Copacking plants are HACCP and SQF certified and their FSSC 220000 Certification is fully recognized under GFSIPalicio del HeroAt close to 1400 grocery stores to dateOPERATIONS

Overview of all lines/brandsCattleboyz awardsCattle Boyz in the newsDistribution of new itemsAlberta BBQ Sauce Grabs More Bragging Rights in the heart of Texas BBQ CountryJanuary 27, 2014. Dallas TX. Award-winning, Alberta-based Cattle Boyz Foods grabbed 1st and 2nd place in two categories, in the heart of Texas BBQ country, with its recently released BBQ Sauce at the 2014 Zest Fest in Dallas Texas held January 24 26, 2014.Cattle Boyz Foods, an award winning an Okotoks-based food company, can now add additional bragging rights to its long line with the addition this past weekend with two big nods for its recently released Chipotle Maple Bacon BBQ SauceCanadian BBQ Sauce Gets High Marks At The Biggest US BBQ Culinary Event March 13, 2014. Okotoks, AB. Award-winning, Alberta-based Cattle Boyz Foods grabbed 1st and 5th place in two categories at the , with its recently released BBQ Sauce at the National BBQ Associations Awards of Excellence Competition (March 6 8, 2014)Cattle Boyz Continues to Sizzle with 1st Place at World of Hot Sauce AwardsSeptember 26, 2014. New Iberia, LA. Alberta-based Cattle Boyz Foods adds another top award to its large collection of awards with a 1st Place at the World Hot Sauce Awards in New Iberia, Louisiana.The list of awards in 2014 for Okotoks (AB) based Cattle Boyz Foods Ltd continues to grow. Chipotle Maple Bacon BBQ Sauce, the latest addition to the line of gourmet BBQ sauces, was released at the beginning of 2014, and not only did it get listing in major grocery chains out of the gate, it has won awards at 3 other major food competitions in major US BBQ regions such as Texas, Kansas City, and now a fourth award in New Iberia, Louisiana with a 1st Place in the BBQ Chipotle category17Cattleboyz remembers the forgotten customer

Cattle Boyz donated a wholesale value of $59,864.74 to date in 2014(retail value $119000) Cindy Drummond, Food Industry Coordinator, Calgary Food Bank (left) Joe Ternes, president, Cattle Boyz Foods Ltd. (right)We know individuals and families accessing food banks simply cannot afford to spend money on non-essential food items. We wanted to show people we havent forgotten about them. That we do care and are doing something to help with hunger relief efforts, especially in our own backyard (Calgary, AB, Canada)