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Value added to:

Cattle Boyz Gourmet BBQ SaucesGetting Know in Nor Cal

Presented To: Tom LeeNovember 20, 2014

www.cattleboyz.com

http://www.cattleboyz.com/

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 descriptions

Reusable Bottle

35+ Awards

Versatile Uses

(Empty similar bottles along online sell from $2 to $15+)

(per serving)

introducing cattle boyzStrategic Fit:• Clean ingredient deck appeals to health conscious consumers• Popular bbq sauce flavors at a gourmet competitive price• Production and Supply Chain capacity to fulfill large scale purchase orders

New Product Launching:• Unique packaging stands out from the pack• 3 popular Gourmet flavor profiles available Premium product with clean

ingredient deck at reasonable price• Shelf 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 Raley’s Sacramento DC

page 1 overview of new line

Item justification - Trade & consumer

Creating awareness in nor cal

• Facebook (24K+ Likes)• Bi-Weekly contests • We’d run Raley’s specific contests when required

• Twitter (34K+ Followers)– Regular Tweets – we’d Tweet Raley’s 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 NTENT’s 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 NTENT.com Impressions

BBQ-Sauce-That'll-Thrill-The-Family 417,069

Does-Your-BBQ-Sauce-Round-Up-Flavor 336,051

Enjoy-The-Holy-Grail-Of-BBQ-Sauce 1,181,869

Explore-New-Frontiers-Of-BBQ-Sauce 365,486

Give-BBQ-Chicken-Wings-Bold-Flavor 456,786

Its-What-Your-Barbecue-Craves 180,302

The-Secret-Is-In-The-Sauce 409,957

Item justification - Trade & consumer


• Engaging 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 sauce• Will join groups and discussions that are bbq focused• Engage by using keywords in search section of social sites as well as in group

discussion areas

• Engage in Groups & Discussions• Engage in about a dozen messaging on message boards and blogs

Sample social media contest

Typical Reach and Volume of Exposure of our Social Media Contests:Our contests on Facebook are run off of Woobox.com

Item justification – market trends

CattleBoyZ BBQ and Tailgating Supplies! Our Starter Kit plus a $100 Gift Certificate

This contest Included a Starter Kit: • 1 bottle of 17oz Original BBQ Sauce• 1 bottle of 17oz Sweet Chili• 4 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 we’re available in the US.

We would create Nor Cal geo targeted Raley’s focused contest promoting the sauce availability at Raley’s

1804 LIKES 30195 ENTRIES 68572 VISITS 1895 SHARES*

* TRANSLATES INTO A REACH WELL OVER 900,00 ON FACEBOOK

We are able to achieve these volumes with our existing 24k FB likes, 34K twitter followers, 25000 direct email dbase + paid post promoting

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• 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

* Mintel’s “Specialty Foods—The NASFT State of the Industry Report—The Market—U.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, KCBS

http://cbbqa.org/wiki/index.php?title=6th_Annual_Lake_Havasu_Music_Brews_%26_BBQ

http://cbbqa.org/wiki/index.php?title=9th_Annual_Stagecoach_Music_Fest_Championships

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Marketing budget

Proposed Wholesale Price (17oz glass latchtop bottle): $3.60/bottleMSRP: $6.29/bottle

OR

Proposed 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 CaliforniaShelf concept – option 1

Safeway Location (central CA)

Shelf concept option 2

suggested shelving & pricing

Line BBQ Sauces

Product Original Sweet Chili Chipotle Maple Bacon

Suggested Retail $5.29 - $6.99 $5.29 - $6.99 $5.29 - $6.99

Cost $3.60 $3.60 $3.60

Margin 32% - 48% 32% - 48% 32% - 48%

Sales Projection $400,000 $350,000 $375,000

New Item Allowance Yes Yes Yes

Slotting Yes Yes Yes

Shelf Ready Packaging Yes Yes Yes

Case Pack 6 6 6

Suggested Retail Pricing:Cattle Boyz’s suggested retail pricing is in line with other premium national brands and local/regional brands

Suggested Shelving:The BBQ Sauce Class of the Raley’s family of products. Bottles have customer friendly product descriptions.

APPENDIX

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Product Description Packaging Description Volume UPC Case Code

Distribution of new items

Original BBQ Sauce 6 Pack Glass Latchtop 17 oz 628039 10002 9 10628039 100064

Bottle/unit Weight Weight Units Cases Case Case Case Pallet

Size WxH I Case Pallet Per Case Pallet Length Width Height Configuration

3.15x8.35" 14 lbs. 1580lbs 6 110 10.9in 7.3in 9.5inTI HI22 5





Sweet Chili BBQ Sauce 6 Pack

Glass Latchtop 17 oz 6 28039 10030 2 10628039 100217

• Original BBQ Sauce

• Sweet Chili BBQ Sauce

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Chipotle Maple Bacon BBQ Sauce 6 Pack

Glass Latchtop 17 oz 6 28039 30110 5

10628039 300013

• Chipotle Maple Bacon BBQ Sauce


• Major Grocery Chains, Mass Merchandisers, Specialty Stores • Canadian 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 GFSI

• Palicio del Hero

• At close to 1400 grocery stores to date

OPERATIONS

Overview of all lines/brands

Cattleboyz awards

Cattle Boyz in the newsDistribution of new items

“Alberta 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 Sauce…”

“Canadian 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 Association’s 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 category…”

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Cattleboyz 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 haven’t 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)

Download - Cattle boyz value added proposal tom lee raleys

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