27th-28th April 2017Mumbai

Civg198*/Modì®apple:“GlobalMarketingStrategy&IndianMarketOpportunities”

by Dario Mauro Lezziero - Modi Europa Marketing Director

27th-28th April 2017Mumbai

Civg198*/Modì®apple:“GlobalMarketingStrategy”

by Dario Mauro Lezziero - Modi Europa Marketing Director

FerraraSan Giuseppe di Comacchio (FE) Italy

CIVG198*applePVR

around 15YEARSRESEARCH&DEVELOPMENT

ACTIVITIES

CIVG198*variety (scab-resistanttree) istheresultofanaturalcrossbreedingbetweentheLibertyandGalavarieties.

CIVG198*/MODI® MAIN «R&D REASONS-WHY» FACTORS

v QUALITY • DISTINCTIVE Taste/Flavour/Aroma/Colour > USP• CRISPY - JUICY

v ECONOMIC SUSTAINABILITY v ATTENTION TO THE ENVIRONEMENTv «VALUE FOR MONEY» v GROWER FRIENDLY VARIETIES v PRECOCIOUS BEARING v LONG SHELF LIFE / STORAGE

CIVG198*/MODI® INTERNATIONAL TRADEMARK

Modì®isthebrandunderwhichtheCIVG198*varietyismarketed:

ThenameModì®,internationalandeasytoremember,aimstopayatributetothegreatItalianartistA.Modigliani,called“Modì”byhisfriends,hewasfamousforhisfemaleportraitswithstrongandbrightcolours,justliketheredcolorofModì®.

vredskincolourwithahintofyellowvfirm,crunchyandjuicypulpvhighsugarcontent>12.5brixdegreeswithbalancedsournessvElongatedconicalshape,mediumsize(70-80mm)vscabresistancevlongstoragecapacityvlongshelflifevGMO-free

6

ProductFeatures

Modì® is unique and matchless!Eco-friendly, young, contemporary and informalA modern taste: exceptionally crunchy and juicy, balance between sweetness and acidity for a great pleasure and intense freshness.

Modì®isuniquebecauseitgrowseco-friendly.Thankstothetree’sinnateresistancetothemainpathogensandintegratedpestmanagementinthefield,theneedforman’sinterventionIsminimal,withpositiveeffectsontheenvironmentandonthewellbeingofallofus.

Modì®isthefirstapplewithacarbonfootprintmarker(CFP),measuredbytheFacultyofScienceandTechnologyoftheUniversityofBolzano.

Itscarbonmonoxideemissionsareequalto0.028kgofCO2perkg ofModì®producedinafruitorchard,withareductionofupto49%ofgreenhousegasemissionsintotheatmospherecomparedtootherbenchmarkvarietiesunderthesameconditionsasModì®.(reportavailableonmodiapple.eu)

THEANSWERTOTHEECO-FRIENDLYCONSUMERNEEDSModì®lovesnatureandhelpsuscreateabetterfuture

Anenvironmentally-friendlySavoir-Faire

CIVG198*/MODI® PROJECT START UP Experience, dedication and professionalism: international specialists in theproduction and marketing of apples have given life to a project that promotes theprinciples of innovation and quality that have been the hallmark of Modì® since itwas first created.

In 2007 Modì® International Project began in Italy with the establishment of theModì Europa Consortium made up of the greatest European specialists in appleproduction and processing, working together to guarantees a fruit with an highand constant quality standard and promote the Modì® apple brand.

• A.F.E / SALVI UNACOA• AGRINTESA / ALEGRA• APOFRUIT ITALIA• C.I.C.O. / MAZZONI

• PATFRUT / NATURITALIA• FUTURA / F.LLI CLEMENTI & VOG Terlan

AUTHORIZED DISTRIBUTORS

Partners

DomesticorExportClients

ModìLicenseeguarantees• QualityStandard• Commercialplanning• Marketingpolicyand

Coordination• Promotionalactivitiesto

enhancetheproduct

GROWERS GROWERS

ProjectPhilosophy

LICENSEE

GROWERSGROWERS

GROWERS GROWERS

«International Marketing Cooperation & Coordination Agreement»

CIVG198*/MODI® INTERNATIONAL SYSTEM

The international Modì® System promotes coordinated developmentstrategies in the production, marketing and promotion of Modì® on aglobal level; thanks to the constant technical support producers areoffered and to the planning of innovative marketing actions tailor-designedfor each target market.The creation of positive dynamics of responsible and sustainableeconomic growth plays a fundamental role in the internationaldevelopment policies of Modì®.

Modì®appleInternationalPartnersOverview

“Modì®InternationalMarketingCooperation&CoordinationAgreement”

Modì®IMCCAOBJECTØINSTITUTIONALMODI’BRANDENHANCEMENT;

ØPARTNERSCOORDINATIONandCOOPERATIONONSALES,MARKETINGandTECHNICALAREAS;

ØMAINPRODUCTION/SALESDATASHARING.

YEAR

Modì Europa EUROPEAN UNION 2007

Modì Serbia - Delta agrar SERBIA, MONTENEGRO, BOSNIA ED ERZEGOVINA, 2011

Modì Russia - Sad Gigant RUSSIA 2011-2016

Modì Turchia - Ozler Tarim TURKEY 2010

Modì USA FarmingtonFresh U.S.A. 2014

Modì Australia FreshMax AUSTRALIA 2014

Modì New Zealand-FreshMax N.Z. NEW ZEALAND 2016

Modì Cile-Dole Chile CHILE – LATIN AMERICA 2016

Modì Uruguay - Frutec URUGUAY 2014

CIVG198* / Modi® LICENSEE

787847

925

820

24.039

25.164

26.303 26.687

22.50023.00023.50024.00024.50025.00025.50026.00026.50027.000

400

500

600

700

800

900

1.000

2014 2015 2016 E2017

TOTALCIV198*/Modi®WORLDWIDEPRODUCTION

ha tons NB: on 2017 Russia 136 ha OUT OF PRODUCTION

NORTHERNHEMISPHERE

COMPANYLOCATION Italy,Serbia,Turkey,USA

PRODUCTIONAREAS Flatareas– Mountainregion

MAINEXPORTMARKETSCentral/NorthEurope,RussiaMiddleEast,FarEast

CIVG198*HECTARESPLANTED31.12.2014 around700ha

31.12.201531.12.201631.12.2017EST

around745haaround810haaround700ha(NB:withoutRussia)

CIVG198*HARVESTMONTH September

Civg198*2014PRODUCTIONCivg198*2015PRODUCTION

around24.000tonsaround25.000tons

Civg198*2016PRODUCTIONCivg198*EST.2017PRODUCTION

around26.000tonsaround25.000tons(NB:withoutRussia)

701745 811 690

23.989

24.95225.722

25.000

22.000

23.000

24.000

25.000

26.000

27.000

28.000

29.000

30.000

300

500

700

900

2014 2015 2016 E2017

NORTHEMISPH.CIV198*/Modi®PRODUCTION

ha tons Lineare(tons)

COMPANYLOCATION Australia,NewZealand,Chile,Uruguay,

PRODUCTIONAREAS Flatareas– Mountainregion

MAINEXPORTMARKETS Australia,LatinAmerica,MiddleEast,FarEast,NorthernEurope

CIVG198*HECTARESPLANTED31.12.2014 87ha

31.12.201531.12.201631.12.2017EST

103ha113ha130ha

CIVG198*HARVESTMONTH March

Civg198*2014PRODUCTIONCivg198*2015PRODUCTION

50tons212tons

Civg198*2016PRODUCTIONCivg198*EST.2017PRODUCTION

581tons1.687tons

SOUTHERNHEMISPHERE

87

103113

130

50212

581

1.687

-500

0

500

1.000

1.500

2.000

0

20

40

60

80

100

120

140

2014 2015 2016 E2017

SOUTHEMISPH.CIV198*/Modi®PRODUCTION

ha tons Lineare(tons)

400

80

0

121

89

88

3

40

0 50 100 150 200 250 300 350 400 450 500

ModìEuropa

Serbia-Deltaagrar

Russia-SadGigant

Turchia-OzlerTarim

USAFarmingtonFresh

AustraliaFreshMax

NewZealand-FreshMaxN.Z.

Cile-DoleChile

2014-E2017CIVG198*PRODUCTIONAREA/COUNTRYHA

E2017 2016 2015 2014

0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

18.00015.000

4.000

0

5.500

5001.371

16 300

2014-E2017CIVG198*PRODUCTIONAREA/COUNTRYTons

2014 2015 2016 E2017

CIVG198*/MODI® INTERNATIONAL SYSTEM

Modì®appleInternationalMILESTONES

v BrandIdentityv Modi®Corporatewebsitev Modì®SocialMediaManualv Packaging– Labelling-Stickers

v InternationalExhibition/Fairs/EventsParticipation

v YearlyMeetinginBerlinFruitlogisticaExhibitionv YearlyWorldwideTechnicalMeetingv InternationalVideo-CallConference

Modì®BRANDIDENTITY

ThePackagingModì®’spackagingpreservestheexcellentqualityofthefruitandguaranteesthehighestvisibilityatthePOS(pointofsale):

StandardPackaging1-2layercarton40/601layercarton30/501layercarton25/40Fruitbaskets4/6/8Plasticbags1,5/2kgTraypack/bushel18kg

20www.modiapple.com

ChristmasPackaging1layercarton25/40Fruitbaskets4/6/8Plasticbags1,5/2kg

Stickers- LabelsModì®’sstickers/labelsguaranteethehighestvisibilityatthePOS(pointofsale):

21www.modiapple.com

Modì®INTERNATIONALTECHNICALMEETING

YearlyModi®InternationalTechnicalMeetingEvent(FE)May2016

Modì®PromoCommunicationMaterial

SHOPPER BAGBOOKMARK

Promo-CommunicationActivitiesModì® Promotion Plan is characterized by different kind of actions, off andon line, planned in an integrated and coordinated way along the commercialcampaign.

24www.modiapple.com

in-storepromotion,tradeincentives,customer-careactionsandcreativePrinitiatives.

2016/2017Modì®AdvertisingINFOINRUSSIA

NB : Modi® apple RUSSIAN MARKET ADVERTISING by DELTA AGRAR/RSon 2016/2017 CAMPAIGN.

«COMMON» MARKET

CIVG198*/MODI® INTERNATIONAL STRATEGY: WHAT’S NEXT ?

1. CURRENT INTERNATIONAL LICENSEES «CONSOLIDATION»NORTHERN & SOUTHERN EMISPHERE

2. «FAR EAST MARKET» DEVELOPMENT focus on :

2017-2020 INDIA MARKET2020-2022 CHINA MARKET (*)(*) = «Advanced Production Test» now in progress.

2020-2022LOCALPRODUCTION&COMMERCIALIZATIONLICENSEE

27th-28th April 2017Mumbai

Civg198*/Modì®apple:“IndianMarketOpportunities”

by Dario Mauro Lezziero - Modi Europa Marketing Director

CIVG198*/MODI® INTERNATIONAL STRATEGY

«KEY-FACTORS» TO PLAN PROPERLY TIME TO MARKET & EFFECTIVE PROJECT PERFORMANCE

üCOUNTRY IDENTITYüLICENSING PARTNERüDISTRIBUTION STRATEGY üTRADE üEND CONSUMER

ModiEuropaSalesPerformance

Volume %

EUROPA SLIGHTLYMORETHAN90%OFTHETOTALSALESOUTPUT MKTfocusing

NORTHERN AFRICA AROUND2-3%OFTHETOTALSALESOUTPUT +MIDDLE EAST AROUND3-5%OFTHETOTALSALESOUTPUT ++FAR EAST AROUND3-5%OFTHETOTALSALESOUTPUT ++INDIA AROUND150-200TONSYEARLY +++

Civg198*/Modì®apple:“IndianMarketOpportunities”

STRENGHTS WEAKNESSES

- MODIciv(R)BRAND - "GLOCAL"COORDINATION- PRODUCTFEATURES (i.e.:MARKETING,CUSTOMERCARE,etc.)- NORTH-SOUTHEMISPHERESUPPLYING - INFRASTRUCTUREQUALITY

(i.e.LOGISTIC,STORAGE,etc.)

- POTENTIALMARKETSIZE - NUMBEROFINDIANIMPORTERS(i.e.:GDP,RISINGAFFORDABILITY&INCREASEINFOODSPEND) - WORLDWIDEAPPLECLUBCOMPETITORS

- TRADITIONALCHANNEL&MODERNRETAIL- RELIABLEINDIANPARTNERS

OPPORTUNITIES THREATS

Civg198*/Modì®apple:“IndianMarketOpportunities”

STRATEGY APPROACH TO INDIAN MARKET

2017-2020

STEPILOCALDISTRIBUTIONPARTNERS

STEPIILOCALPRODUCTION&COMMERCIALIZATIONLICENSEE

INDIANMODERNRETAIL2017ca.7%withCAGR+20%INTHENEXT3YEARS(i.e.:RELIANCERETAIL,FUTURERETAILLTD,VMARTRETAILLTD,etc.)

TRADITIONALCHANNELDISTRIBUTION

NORTH

SOUTH

• FORANYFURHTERINFORMATION:• ModìEuropaMarketingDirector&

Modi®appleInternationalMarketingCoordinator

• Mr.DarioMauroLezziero

• E-Mail:dario.lezziero@modieuropa.com

• M.+393666552857|T.+390532902811

THANKYOUFORYOURATTENTION