john foss managing director [email protected]€¦ · – i.e. gluten free (innov’) vs....

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John Foss Managing Director [email protected] 042888194

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Page 1: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

John FossManaging Director

[email protected]

Page 2: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

What is Chia

Chia is a high value crop due to nutritional benefits and functional applications

Page 3: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

What is Chia?

• Chia (Salvia Hispanica) is an oil seed crop producing small oval shaped white or black seeds with a diameter of approx 1 mm.

• Compared to other cereal crops chia contains more protein, lipids and fibre, less carbohydrates and no gluten.

Page 4: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Global Chia Production

MEXICO BOLIVIA AUSTRALIA

Page 5: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm
Page 6: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Kununurra is the ideal growing location

Latitude

Climate

Day Length

Water

Established infrastructure

Skilled farmers

Page 7: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Seedling Development

Page 8: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Plant Development

Page 9: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Flowering

Page 10: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Ripening

Page 11: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Harvest

Page 12: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Omega 3

• Good source of EPA /DHA • Long chain Omega 3 for brain and

eye development• Not suitable for inclusion in all

products• Sustainability issues• Hooper et al. BMJ, 2006

• Renewable oil seeds with high omega-3 ALA content

• EPA and DHA available from Algae• Sustainable farming• No heavy metal issues • Good taste

Why Omega 3?1. Anti‐inflammatory and anti‐thrombosis activity2. Heart health – prevention of coronary heart disease3. Type II diabetes – lowers blood glucose level

Page 13: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Global Health and Wellness Trend

• H&W is a highly dynamic category, shaped by the impact of new trends⇒ Basis for segmentation is the adoption curve

• Different trends are at different stages of adoption– i.e. Gluten free (innov’) vs. wholegrain (mainstream)

• Different life styles & the role H&W plays– From enthusiasm & self identity to reluctant to adopt

• Shapes their H&W being attitudes and the propositions that resonate with them

– From deep understanding to seeking ‘magic bullets’

⇒ Innovate to engage early adopters and move along the adoption curve

Page 14: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Consumer awareness of Wholegrain is here to stay. The low carb diet has had the positive effect on the bread market educating consumers about good nutrition,!

A 5 Year Trend is Not a Diet Fad!

Page 15: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Global product launches of breakfast cereal with Omega 3 have experienced sustained strong growth over the past 5 years!

Source Mintel GNPD

Omega 3 Claims in Breakfast Cereal

Page 16: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Harvard School of Public Health and others have redesigned the food pyramid to recommend plant oils at most mealsThe Heart Foundation recommends daily intake of 2g of plant Source Omega 3 every day, in addition to 1g of EPA/DHA.

Chia seed is the highest known plant based source

of Omega 3. Due to specialised growing

conditions we guarantee the Omega 3 ratio

http://www.hsph.harvard.edu/nutritionsource/what-should-you-eat/pyramid/http://www.heartfoundation.org.au/Healthy_Living/Eating_and_Drinking/Fish/Pages/default.aspx

Plant Based Omega 3

Page 17: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

36gDietary Fibre

20gOmega 3

6.4Omega 6 

20.4Protein

9.5gVitamins

and Minerals

7.6unsat fat

Seed composition per 100g

Chia Seed ~ Designed by Nature

Chia Seed Nutrition

Other

Page 18: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Dietry Fibre47.4g

Protein26.8g

Vitamins and Minerals 9.5g

Carbohydrates 6.4

Omega 3 4.7g

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Omega 3  60%

Omega 620%

Saturated 11%

Mono Unsaturated 9%

Tests conducted by: Food Laboratories Australia Pty Ltd

Composition per 100g Chiatah Meal

Chia Fibre and Protein Meal Chia Omega 3 Oil% per litre

Chia can be fractionated into functional ingredients, gluten free meal/flour and Omega 3 oil.

Chia Meal and Chia Oil

Page 19: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Retail – The Chia Company Brand

Page 20: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm
Page 21: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm
Page 22: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Chia is an Excellent Source of the Majority of Key Health and Wellness Attributes

m

Page 23: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Retail - Canada

Page 24: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Retail USA

Page 25: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Nutritional Products

14 Nutritional bars on the market in USA

Page 26: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Wholefoods New York

Page 27: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Chia Granola

Page 28: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Chia Porridge

Page 29: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Chia In Tortilla Chips

Page 30: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Gluten Free Bread

Page 31: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Bread Innovation

Page 32: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Ingredient provenance grown by Australian

farmers that are passionate about bringing nutrition

to the world

Natural fibre

+Plant based

Omega 3 ALA+

Protein+

Antioxidants

Thickener

+

Highly Viscous

Gelatinous

+

Texture

Nutritional Functional+

Chia = Nutrition and Functional Benefits

Page 33: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Food Science Australia: Viscosity Analysis of Chia Flour

Photo of a single seed after 20 hours hydration. The seed’s separation from the glass demonstrates the envelope of gelled material surrounding the seed.

Chia Keeps Consumers Fuller for Longer

Page 34: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Market Segmentation

Resellers

Buy bulk Chia and on sell

ProcessorsValue add to Chia through retail

packaging or processing into oil/meal flour

Food ManufacturersBread and bakeryCerealDairyMeat

Transactional Strategic• Short term relationships order by order

• Negotiation on price

• Margin fragmentation

• Far away from the end customer

• No supply chain transparency

•Longer term profitability

• Supply contracts

• Flattened transparent supply chain

• Higher potential to deliver value

• Value in The Chia Company Brand

Page 35: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm

Passionate about bringing Chia to the World

Expert Farmers, Knowledgeable, Passionate, Enthusiastic, Committed to Quality and the Environment

Page 36: John Foss Managing Director john@thechiaco.com€¦ · – i.e. Gluten free (innov’) vs. wholegrain (mainstream) • Different life styles & the role H&W plays – From enthusiasm