Jim Magner

VP of Sales
Explore Cuisine
Jim@explorecuisine.com
 1. External Business
Review
2. Consumer Trends
& Insights
3. Whole Foods
Market Business
Agenda Review
4. Promotional Plan
& Core Set
Recommendation
5. New Items
6. Marketing, Social
Media & PR
External Business Review
SPINS Data Ending 6.17.18
 Pasta Market Overview
• Total Pasta category sales fell –0.5%, a loss of $-8.2M of category sales. However, there a slight bounce back in last 12wks, +0.3%
• The Food Channel, which is responsible for the setback of Total category sales, is slowly coming out of a long recession, $ sales down $62K
• The Natural Channel leads in dollar and unit growth across both industries.
• In latest 12wks, Natural Products growth in FOOD outpace Natural and Specialty Channels, nearly up +15% in dollars and units

TPL - Total Category Sales NPI - Total Category Sales

52Week & 12 Week % Change 52Week & 12 Week % Change
12.0% 16.0%
10.0% 14.0%
12.0%
8.0% 10.0%
6.0% 8.0%
6.0%
4.0% 4.0%
2.0% 2.0%
0.0%
0.0% -2.0%
-2.0% -4.0%
52 12 52 12 52 12 52 12 52 12 52 12 52 12 52 12
TOTAL US FOOD SPECIALTY NATURAL TOTAL US FOOD NATURAL SPECIALTY
Dol % Chg -0.5% 0.3% -0.9% 0.0% 0.0% 1.5% 10.8% 9.0% Dol % Chg 7.8% 13.2% 7.3% 14.9% 11.3% 10.2% 2.0% 11.3%
Units % CHg -0.7% -0.2% -0.9% -0.4% -1.4% -0.6% 9.8% 9.2% Units % CHg 8.0% 12.0% 8.8% 14.0% 9.2% 8.8% -1.9% 7.7%

Time Channel Dollars Dollar +/- Chg Units Units +/- Chg Time Channel Dollars Dollar +/- Chg Units Units +/- Chg
TTL US PASTA MKT $ 1,735,982,569 $ (8,204,733) 1,213,152,036 (8,853,880) TTL US PASTA MKT $ 157,354,167 $ 11,443,183 51,383,098 3,815,382
FOOD $ 1,608,237,583 $ (14,072,395) 1,160,967,892 (10,306,870) FOOD $ 99,290,251 $ 6,773,796 33,733,454 2,736,777
52 52
SPECIALTY $ 67,620,355 $ 16,284 31,083,012 (430,250) NATURAL $ 42,962,159 $ 4,377,831 13,648,406 1,154,369
TPL NATURAL $ 60,124,631 $ 5,851,378 21,101,133 1,883,240 NPI SPECIALTY $ 15,101,757 $ 291,555 4,001,238 (75,764)
TTL US PASTA MKT $ 374,934,067 $ 1,266,803 261,339,493 (593,004) TTL US PASTA MKT $ 36,016,515 $ 4,204,242 11,698,900 1,257,710
FOOD $ 346,864,569 $ (62,410) 249,946,773 (952,912) FOOD $ 22,842,561 $ 2,956,009 7,705,544 943,670
12 12
SPECIALTY $ 14,485,317 $ 207,885 6,626,859 (39,754) NATURAL $ 9,790,556 $ 903,699 3,108,680 250,551
NATURAL $ 13,584,182 $ 1,121,328 4,765,861 399,662 SPECIALTY $ 3,383,398 $ 344,533 884,676 63,489
Source: SPINS US FOOD, US Natural and US Specialty Total Product Library and Natural Product Industry Sales data 52 weeks ending 06.17.18
 Explore Cuisine Total US Market
• Explore Cuisine brand retail sales are valued at $7.7M, +78.3% vs YA, an increase of
$3.39M YAGO
• Unit sales are just shy of 2.0M for the last 52weeks, an increase of 65% YAGO
• Sales continue to grow at double digits rates in all time frames.

Explore Cuisine - Ttl US Sales

Dollar & Unit % Chg
100.0%
78.3%
80.0%
65.4% 66.4%
57.4% 56.1%
60.0% 47.4% 47.7%
40.0% 32.0%

20.0%

0.0%
52 24 12 4

Dol % Chg Unit % Chg

Dol, % Chg, Units, % Units +/-

Time Dollars Dollars YA Yago Dol +/- Chg Units Units, Yago Chg, Yago Chg
52 $7,727,335 $4,334,730 78.3% $3,392,605 1,955,784 1,182,625 65.4% 773,159
24 $4,181,215 $2,512,441 66.4% $1,668,774 1,067,189 677,873 57.4% 389,316
12 $2,018,922 $1,293,141 56.1% $725,781 517,631 351,260 47.4% 166,371
4 $628,735 $425,650 47.7% $203,085 154,651 117,187 32.0% 37,464
Source: SPINS US FOOD, US Natural and US Specialty Total Product Library and Natural Product Industry Sales data 52 weeks ending 06.17.18
 Sales By Channel
• Overall sales growth is lead by the Food Channel, worth $4.1M in sales, nearly doubling v. YAGO
• Dollar Sales: 52wk +96.5% and 12wks +98%
• ACV: 27.5%, +51.3% YA
• In Natural, sales growth is consistent and ACV is highest of all channels at 82.6 in latest 12 weeks
• Specialty sales grows 40% in the last 12wks, ACV at 63%, +12.4% YA

Explore Cuisine - By Channel

Dollar & Unit % Chg
120.0%
96.5% 98.0%
100.0% 81.8% 85.7%
80.0% 68.5%
56.9%
60.0% 39.5%
40.0% 31.7%
21.4% 18.1% 23.3%
12.9%
20.0%
0.0%
52 12 52 12 52 12
Food Natural Specialty

Dol % Chg Unit % Chg

Dol, % Units, % ACV, %

Chg, Units, Chg, Units +/- Chg,
Time Channel Dollars Dollars YA Yago Dol +/- Chg Units Yago Yago Chg ACV Yago
FOOD $ 4,110,046 $ 2,091,891 96.5% $ 2,018,154 1,021,806 562,043 81.8% 459,763 27.5 51.3%
52 NATURAL $ 3,174,934 $ 1,884,121 68.5% $ 1,290,813 831,494 529,842 56.9% 301,652 81.6 2.4%
SPECIALTY $ 442,356 $ 358,718 23.3% $ 83,638 102,483 90,739 12.9% 11,744 58.8 10.8%
FOOD $ 1,120,471 $ 565,769 98.0% $ 554,702 274,413 147,748 85.7% 126,665 31.3 59.6%
12 NATURAL $ 781,563 $ 643,586 21.4% $ 137,978 216,097 182,916 18.1% 33,181 82.6 1.0%
SPECIALTY $ 116,888 $ 83,785 39.5% $ 33,102 27,121 20,596 31.7% 6,525 62.6 12.4%
Source: SPINS US FOOD, US Natural and US Specialty Total Product Library and Natural Product Industry Sales data 52 weeks ending 06.17.18
 Explore Cuisine 52wk By Region

Dols, % Chg, Units, % Units +/-

Dollars Dollars, Yago Dollars +/- Chg % of Sales % of Growth Units Units, Yago
Geography - 52 Weeks Ending 06.17.18 Yago Chg, Yago Chg
Explore Cuisine Total US Retail Sales $ 7,727,335 $ 4,334,730 78.3% $ 3,392,605 100% 100% 1,955,784 1,182,625 65.4% 773,159
SPECIALTY $ 442,356 $ 358,718 23.3% $ 83,638 5.7% 2.5% 102,483 90,739 12.9% 11,744
EAST - STANDARD REGION - SPCL GRMT $ 290,339 $ 207,962 39.6% $ 82,377 65.6% 98.5% 66,537 51,345 29.6% 15,192
CENTRAL - STANDARD REGION - SPCL GRMT $ 110,901 $ 102,925 7.7% $ 7,976 25.1% 9.5% 26,041 26,772 -2.7% -731
NORTH WEST - STANDARD REGION - SPCL GRMT $ 25,145 $ 16,379 53.5% $ 8,766 5.7% 10.5% 6,190 4,134 49.7% 2,056
NORCAL + SOUTHWEST - STANDARD REGION - SPCL GRMT $ 15,970 $ 31,451 -49.2% $ (15,482) 3.6% -18.5% 3,716 8,489 -56.2% -4,773
FOOD $ 4,110,046 $ 2,091,891 96.5% $ 2,018,154 53.2% 59.5% 1,021,806 562,043 81.8% 459,763
NORTHEAST - STANDARD REGION - FOOD $ 2,264,007 $ 1,203,037 88.2% $ 1,060,970 55.1% 52.6% 563,262 324,236 73.7% 239,026
MID-SOUTH - STANDARD REGIONS - FOOD $ 628,811 $ 315,553 99.3% $ 313,257 15.3% 15.5% 152,786 77,560 97.0% 75,225
GREAT LAKES - STANDARD REGION - FOOD $ 387,055 $ 213,676 81.1% $ 173,380 9.4% 8.6% 99,423 67,052 48.3% 32,371
SOUTHEAST - STANDARD REGION - FOOD $ 312,347 $ 188,617 65.6% $ 123,730 7.6% 6.1% 78,277 46,976 66.6% 31,301
CALIFORNIA - STANDARD REGION - FOOD $ 277,112 $ 58,963 370.0% $ 218,149 6.7% 10.8% 71,346 15,969 346.8% 55,377
WEST - STANDARD REGION - FOOD $ 126,295 $ 49,700 154.1% $ 76,595 3.1% 3.8% 30,023 12,966 131.5% 17,057
SOUTH CENTRAL - STANDARD REGION - FOOD $ 63,732 $ 8,435 655.6% $ 55,297 1.6% 2.7% 15,755 3,345 371.0% 12,410
PLAINS - STANDARD REGION - FOOD $ 50,687 $ 53,910 -6.0% $ (3,224) 1.2% -0.2% 10,935 13,939 -21.6% -3,004
NATURAL $ 3,174,934 $ 1,884,121 68.5% $ 1,290,813 41.1% 38.0% 831,494 529,842 56.9% 301,652
SOUTH WEST - STANDARD REGION - NAT CHNL $ 1,036,684 $ 472,469 119.4% $ 564,215 32.7% 43.7% 282,007 141,020 100.0% 140,987
SOUTH CENTRAL - STANDARD REGION - NAT CHNL $ 748,430 $ 425,159 76.0% $ 323,271 23.6% 25.0% 205,175 124,382 65.0% 80,793
MID-ATLANTIC - STANDARD REGION - NAT CHNL $ 437,996 $ 326,401 34.2% $ 111,595 13.8% 8.6% 111,425 88,137 26.4% 23,288
SOUTH EAST - STANDARD REGION - NAT CHNL $ 349,556 $ 246,186 42.0% $ 103,370 11.0% 8.0% 86,501 65,436 32.2% 21,065
NORTH CENTRAL - STANDARD REGION - NAT CHNL $ 212,958 $ 141,543 50.5% $ 71,414 6.7% 5.5% 50,107 38,049 31.7% 12,058
NOR. CALIFORNIA - STANDARD REGION - NAT CHNL $ 175,761 $ 96,262 82.6% $ 79,499 5.5% 6.2% 46,277 27,959 65.5% 18,318
NORTH WEST - STANDARD REGION - NAT CHNL $ 111,095 $ 91,795 21.0% $ 19,300 3.5% 1.5% 26,456 22,602 17.1% 3,854
NORTH EAST - STANDARD REGION - NAT CHNL $ 102,455 $ 84,306 21.5% $ 18,149 3.2% 1.4% 23,547 22,258 5.8% 1,289

Consumers Throughout The United States Have Shown Demand For

Explore Cuisine.
Source: SPINS US FOOD, US Natural and US Specialty Total Product Library and Natural Product Industry Sales data 52 weeks ending 06.17.18
 Explore Cuisine 12wk By Region

Dols, % Chg, Units, % Units +/-

Dollars Dollars, Yago Dollars +/- Chg % of Sales % of Growth Units Units, Yago
Geography - 12 Weeks Ending 06.17.18 Yago Chg, Yago Chg
Explore Cuisine Total US Retail Sales $ 2,018,922 $ 1,293,141 56.1% $ 725,781 100.0% 100.0% 517,631 351,260 47.4% 166,371
SPECIALTY $ 116,888 $ 83,785 39.5% $ 33,102 5.8% 4.6% 27,121 20,596 31.7% 6,525
EAST - STANDARD REGION - SPCL GRMT $ 74,494 $ 49,267 51.2% $ 25,227 63.7% 76.2% 17,515 11,725 49.4% 5,790
CENTRAL - STANDARD REGION - SPCL GRMT $ 32,110 $ 22,977 39.8% $ 9,133 27.5% 27.6% 7,250 5,829 24.4% 1,421
NORTH WEST - STANDARD REGION - SPCL GRMT $ 5,685 $ 4,740 19.9% $ 945 4.9% 2.9% 1,379 1,173 17.6% 206
NORCAL + SOUTHWEST - STANDARD REGION - SPCL GRMT $ 4,598 $ 6,801 -32.4% $ (2,203) 3.9% -6.7% 976 1,869 -47.8% -893
FOOD $ 1,120,471 $ 565,769 98.0% $ 554,702 55.5% 76.4% 274,413 147,748 85.7% 126,665
NORTHEAST - STANDARD REGION - FOOD $ 580,527 $ 338,567 71.5% $ 241,960 51.8% 43.6% 138,501 90,799 52.5% 47,702
MID-SOUTH - STANDARD REGIONS - FOOD $ 168,508 $ 77,184 118.3% $ 91,324 15.0% 16.5% 41,604 18,602 123.6% 23,001
SOUTHEAST - STANDARD REGION - FOOD $ 67,102 $ 52,472 27.9% $ 14,630 6.0% 2.6% 17,881 12,642 41.4% 5,239
GREAT LAKES - STANDARD REGION - FOOD $ 146,380 $ 46,773 213.0% $ 99,607 13.1% 18.0% 38,552 13,125 193.7% 25,427
CALIFORNIA - STANDARD REGION - FOOD $ 79,461 $ 32,954 141.1% $ 46,507 7.1% 8.4% 19,565 8,067 142.5% 11,498
WEST - STANDARD REGION - FOOD $ 43,934 $ 9,772 349.6% $ 34,161 3.9% 6.2% 10,407 2,421 329.8% 7,985
PLAINS - STANDARD REGION - FOOD $ 14,012 $ 7,922 76.9% $ 6,090 1.3% 1.1% 2,939 2,059 42.7% 880
SOUTH CENTRAL - STANDARD REGION - FOOD $ 20,548 $ 125 16,300.1% $ 20,422 1.8% 3.7% 4,964 31 15,733.8% 4,933
NATURAL $ 781,563 $ 643,586 21.4% $ 137,978 38.7% 19.0% 216,097 182,916 18.1% 33,181
SOUTH WEST - STANDARD REGION - NAT CHNL $ 257,758 $ 206,250 25.0% $ 51,508 33.0% 37.3% 76,288 61,761 23.5% 14,527
SOUTH CENTRAL - STANDARD REGION - NAT CHNL $ 182,153 $ 153,996 18.3% $ 28,157 23.3% 20.4% 54,160 45,411 19.3% 8,749
MID-ATLANTIC - STANDARD REGION - NAT CHNL $ 101,874 $ 90,177 13.0% $ 11,697 13.0% 8.5% 25,455 24,360 4.5% 1,094
SOUTH EAST - STANDARD REGION - NAT CHNL $ 80,766 $ 74,560 8.3% $ 6,206 10.3% 4.5% 20,722 19,713 5.1% 1,009
NORTH CENTRAL - STANDARD REGION - NAT CHNL $ 60,672 $ 37,168 63.2% $ 23,504 7.8% 17.0% 14,144 9,605 47.2% 4,538
NOR. CALIFORNIA - STANDARD REGION - NAT CHNL $ 45,375 $ 36,463 24.4% $ 8,912 5.8% 6.5% 12,994 10,657 21.9% 2,337
NORTH WEST - STANDARD REGION - NAT CHNL $ 27,835 $ 23,844 16.7% $ 3,991 3.6% 2.9% 6,602 5,948 11.0% 654
NORTH EAST - STANDARD REGION - NAT CHNL $ 25,130 $ 21,128 18.9% $ 4,001 3.2% 2.9% 5,733 5,460 5.0% 273

Consumers Throughout The United States Have Shown Demand For

Explore Cuisine.
Source: SPINS US FOOD, US Natural and US Specialty Total Product Library and Natural Product Industry Sales data 52 weeks ending 06.17.18
Consumer
Trends &
Insights
 Consumers Are Cooking and Shopping With Specific Health
Benefits In Mind

HIGH PROTEIN SNACKS NUTRIENT DENSITY ENERGY FOODS DIGESTIVE HEALTH

ILLUSION OF CARE INDIE BRANDS SMALL BATCH MASS ARTISANAL

FULL FAT DIP & SAUCE SUBSTITUTE FREE-FROM FOOD AS MEDICINE

 Explore Is On Trend With Health & Wellness

• Eating Healthy Spans All Generations

• 1 in 4 Teens Worry About Their Health

• 51% Wear Fitness/Smart Tech

• 40% Try To Eat More “Real” Food Daily

• 75% Pay More For For Clean Labels

• 72% Say Cooking Is About Creating An

Experience.

• 75% Look For Authentic Global Cuisines

• 69% Want To Try New Food/Drink Flavors

Whole Foods Market
Business Review
 12/26 Week Sales Growth Dollars/Units By Region

Sales Unit Sales Unit

Net Sales - Change - LY Change
Region Net Sales LY (Trans) YoY Unit Sales (Trans) YoY
12 Week Florida Total $11,529.40 $5,644.19 104.27% 3,069 1,262 143%
Sales Growth Mid-Atlantic Total $92,350.52 $55,892.58 65.23% 22,913 11,835 94%
North Atlantic Total $8,762.20 $5,957.36 47.08% 2,119 1,571 35%
+68% South Total $21,210.43 $13,126.42 61.59% 5,029 2,633 91%
Southern Pacific Total $9,898.29 $5,835.40 69.62% 2,469 1,289 92%
Northeast Total $115,496.36 $67,581.59 70.90% 27,624 13,967 98%
Grand Total $259,536.96 $154,246.14 68.26% 63,297 32,613 94%

Sales Unit
Net Sales - Change Unit Sales Change
26 Week Sales Region Net Sales LY (Trans) YoY Unit Sales - LY (Trans) YoY
Florida Total $21,125.31 $12,240.24 72.59% 5,213 2,735 91%
Growth Mid-Atlantic Total $191,825.63 $127,033.22 51.00% 43,473 28,145 54%

+51% North Atlantic Total

South Total
$19,209.81
$45,373.39
$15,670.95
$27,697.74
22.58%
63.82%
4,418
9,874
3,729
5,557
18%
78%
Southern Pacific Total $18,309.63 $12,904.40 41.89% 4,325 2,854 52%
Northeast Total $242,617.49 $159,828.17 51.80% 54,587 34,043 60%
Grand Total $538,751.02 $356,496.43 51.12% 121,964 77,328 58%

WFM Portal 52 Week Ending 7.19.18

 52 Week Sales Growth Dollars/Units By Region

Sales Unit
Net Sales - Change Unit Sales - Change
Region Net Sales LY (Trans) YoY Unit Sales LY (Trans) YoY
Florida Total $36,334.94 $22,633.66 60.53% 8,610 5,066 70%
Mid-Atlantic Total $356,646.68 $233,907.00 52.47% 79,058 51,058 55%
North Atlantic Total $32,840.82 $25,345.82 29.57% 7,468 5,849 28%
South Total $83,013.90 $49,895.87 66.37% 17,447 10,010 74%
Southern Pacific Total $31,845.11 $24,945.06 27.66% 7,329 5,689 29%
Northeast Total $464,901.45 $289,884.26 60.37% 104,166 60,725 72%
Grand Total $1,005,858.65 $648,655.77 55.07% 224,149 138,905 61%

52 Week Sales
Growth
$1M In Retail Sales, +55% vs LY, Good Distribution,
Massive Amount Of Opportunity
+55%

WFM Portal 52 Week Ending 7.19.18

 DISTRIBUTION MATRIX WITH # STORES SELLING

MidAtlantic & Northeast show the most items with full ACV.
Historically, these are the best performing regions as well.
Region -----------> FL MA NA NE SOUTH SP N CAL RM PNW SW MW ALL
Total # of stores-----------> 28 56 41 42 40 58 44 32 18 43 54 457
UPC Item Description
085418300629 Explore Cuisine Red Lentil Penne 54 40 94
085418300600 Explore Cuisine Black Bean Spaghetti 26 54 19 40 51 192
085418300634 Explore Cuisine Green Lentil Penne 54 40 94
085418300627 Explore Cuisine Chickpea Fusilli 54 40 94
085418300602 Explore Cuisine Ed/Mung Fettucine 26 53 18 40 45 183
085418300631 Explore Cuisine Green Lentil Lasagna Sheet 54 40 19 114
085418300604 Explore Cuisine Edamame Spaghetti 44 15 40 99
085418300603 Explore Cuisine Adzuki Bean Spaghetti 48 14 40 101
085418300601 Explore Cuisine Soybean Spaghetti 53 13 40 31 136
085418300626 Explore Cuisine Brown Rice Fusilli (Pea Protein) 1 38 39
085418300624 Explore Cuisine Red Rice Macaroni (Pea Protein) 1 5 38 44
085418300625 Explore Cuisine Brown Rice Rigatoni (Pea Protein) 5 5
085418300628 Explore Cuisine Chickpea Spaghetti 39 39
085418300630 Explore Cuisine Red Lentil Spaghetti 35 35
Brand Growth WFM ($ Last 52 Weeks)) 59.1% 52.7% 29.3% 54.8% 62.3% 29.0% 52.4%

Whole Foods Market Has Opportunity To Capitalize On Distribution

Base. Together, We Can Improve Assortment And Offer Consumers
Variety and A True Global Strategy 15
Source: Nielsen AOD L52 weeks ending 07/14/18
 EXPLORE CUISINE DRIVING CATEGORY
VELOCITY ACROSS WFM REGIONS
With an average Global ACV of 24.2%, up .2% in the past 52 weeks, Explore Cuisine
is growing Average $ per store selling by $543
% ACV % ACV Reach $ / Store
UPC Product Description Reach Change YA $ / Store Selling Selling CYA
085418300600 Explore Cuisine Black Bean Spaghetti 48.2 0.3 $952.87 $292.96
085418300629 Explore Cuisine Red Lentil Penne 26.7 1.6 $1,524.77 $664.22
085418300602 Explore Cuisine Ed/Mung Fettucine 46.4 -1.1 $708.86 $210.43
085418300634 Explore Cuisine Green Lentil Penne 26.7 1.6 $1,183.43 $386.09
085418300627 Explore Cuisine Chickpea Fusilli 26.7 1.0 $1,176.86 $408.07
085418300631 Explore Cuisine Green Lentil Lasagna Shett 30.9 3.0 $804.23 $262.65
085418300604 Explore Cuisine Edamame Spaghetti 28.2 1.4 $872.80 $460.54
085418300628 Explore Cuisine Chickpea Spaghetti 7.5 1.1 $1,153.09 $195.24
085418300630 Explore Cuisine Red Lentil Spaghetti 7.1 0.5 $833.58 $79.20
085418300603 Explore Cuisine Adzuki Bean Spaghetti 28.5 -2.6 $197.47 -$146.53
085418300626 Explore Cuisine Brown Rice Fusilli (Pea Protein) 11.7 0.3 $505.82 $53.48
085418300601 Explore Cuisine Soybean Spaghetti 35.6 -3.0 $138.40 -$85.02
085418300624 Explore Cuisine Red Rice Macaroni (Pea Protein) 13.3 -0.8 $287.81 $77.27
085418300625 Explore Cuisine Brown Rice Rigatoni (Pea Protein) 1.1 -0.7 $75.49 -$45.94
Average 24.2 0.2 $743.96 $200.90

16
Source: Nielsen AOD L52 weeks ending 07/14/18
 EXPLORE CUISINE UNITS PER STORE
PER WEEK - GLOBAL

Global Units/Store/Week
7.0

6.0

5.0

4.0

3.0

2.0

1.0

0.0

17
Source: Nielsen AOD L52 weeks ending 07/14/18
 EXPLORE CUISINE UNITS PER STORE
PER WEEK BY REGION
Northeast
9.0
North Atlantic
8.0
7.0 3.0
6.0 2.5
5.0 2.0
4.0 1.5
3.0 1.0
2.0 0.5
1.0
0.0 0.0

Florida MidAtlantic
4.0 6.0
3.5
3.0 5.0
2.5 4.0
2.0 3.0
1.5
1.0 2.0
0.5 1.0
0.0
0.0

South
Southern Pacific 5.0
4.0
1.5 3.0
1.0 2.0
1.0
0.5 0.0
0.0

18
Source: Nielsen AOD L52 weeks ending 07/14/18
 EXPLORE CUISINE MAY 2018 2/$7 OFF
SHELF DISPLAY RESULTS- WFM TOTAL TA-
WFM TOTAL TA EXPLORE CUISINE (GLOBAL, ALL ITEMS)

Base Dollars Incremental Dollars Average Unit Price

$35,000 $60.00

$30,000
$50.00
$25,000
$40.00
$20,000

$15,000 $30.00

$10,000
$20.00
$5,000
$10.00
$0

($5,000) $0.00

During the promotion time frame, we saw an 835.2% dollar lift in the first week and 361.9% dollar lift in
the second week.
During this same time frame, we saw 1,470.8% unit lift in the first week and 887.4% unit lift in the
second week.
2019 will see 4 Off Shelf promotions with expanded ACV.
19
Source: Nielsen AOD L52 weeks ending 07/14/18
 EXPLORE CUISINE MAY 2018 2/$7 OFF SHELF
DISPLAY RESULTS- WFM REGION SUCCESS
WFM South TA EXPLORE CUISINE
(Multiple Items) Weekly Sales Trend
Base Dollars Incremental Dollars Average Unit Price

$3,000 $20.00
$2,500
$2,000
$1,500
$15.00 The South Region, with only 3 items approved, saw a
$1,000 $10.00 176% & 93% dollar lift during the Off Shelf feature
$500
$0 $5.00 and increased base dollars by 2.9% for the next
($500)
($1,000) $0.00 promotional period.
8/19/2017
9/9/2017
9/30/2017
10/21/2017
11/11/2017
12/2/2017
12/23/2017
1/13/2018
2/3/2018
2/24/2018
3/17/2018
4/7/2018
4/28/2018
5/19/2018
6/9/2018
6/30/2018
7/21/2018
8/11/2018
WFM Northeast TA EXPLORE CUISINE
(Multiple Items) Weekly Sales Trend
Base Dollars Incremental Dollars Average Unit Price

$15,000 $50.00
$10,000 $40.00
The Northeast Region, with 13 items approved, $30.00
$5,000
saw a 986.4% & 623% dollar lift during the Off $20.00
$0 $10.00
Shelf feature and 1,449.9% unit increase! Base
($5,000) $0.00
dollars also increased by 3.9% before the next
8/19/2017
9/9/2017
9/30/2017
10/21/2017
11/11/2017
12/2/2017
12/23/2017
1/13/2018
2/3/2018
2/24/2018
3/17/2018
4/7/2018
4/28/2018
5/19/2018
6/9/2018
6/30/2018
7/21/2018
8/11/2018
promotional period.

20
 CLOSE THE GAP….$2.4M OPPORTUNITY

• WFM Dry Pasta Category has sales of $53.8M; up +12.4% (+$5.9M) over L52
• Explore Cuisine has sales of $991K; up +60.8% (+$375K) over L52
• Recommend national distribution of 7 items; all items up over +45% in sales over L52 at
WFM
• $2.4MM Opportunity Gap For Explore!
Rank UPC Item Description Rank UPC Item Description
1 085418300600 Explore Cuisine Black Bean Spaghetti 7 085418300604 Explore Cuisine Edamame Spaghetti
2 085418300629 Explore Cuisine Red Lentil Penne 8 085418300628 Explore Cuisine Chickpea Spaghetti
3 085418300602 Explore Cuisine Edamame/Mung Fettucine 9 085418300630 Explore Cuisine Red Lentil Spaghetti
4 085418300634 Explore Cuisine Green Lentil Penne 10 085418300626 Explore Cuisine Brown Rice Fusilli
5 085418300627 Explore Cuisine Chickpea Fusilli 11 085418300624 Explore Cuisine Red Rice Macaroni
6 07/14/18
Source: Nielsen AOD L52 weeks ending 085418300631 Explore Cuisine Green Lentil Lasagna Sheet 12 085418300625 Explore Cuisine Brown Rice Rigatoni
Source: Nielsen AOD L52 weeks ending 07/14/18
 Core Set & A Store Recommendation
9 SKUs/10 Facings On 4ft Shelf

Opp Gap- 7 New- 2

Insert Photo Here

Core Set Recommendation - A Stores Planogram

 New Item & Brand Innovation

• 2 New Delicious Pasta Items

Available.
• Black Bean Fettucine With
Sesame Capitalizes On High
Protein, Organic Attributes
Combined With Success of Best
Selling Black Bean Spaghettti In A
Fettucine Noodle
• Mung Bean Rotini Continues To
Highlight Explores’ Strategy Of
Offering Consumers Variety
Combined With Delicious Taste
And Quality
• All Info Submitted With New Item
Submission. (Line Priced Other
Bean Pastas

Explore Cuisine Will Offer Whole Foods

Market Exclusive Promotional Packs On Available Dec 2018 Available Now
Best Selling SKUS Or SKUS With
Specific or Extra Ordinary Raw Material.
We Want To Work Together!
 Proposed Promotional Plan - Depth & Frequency

Segment Unit Cost Cost + 8% SRP GP

Everyday Beans $ 2.64 $ 2.85 $ 4.99 42.8
Pricing Pulse $ 2.60 $ 2.81 $ 4.99 43.6
Rice $ 2.35 $ 2.54 $ 4.49 43.4

Segment Unit Cost Cost + 8% 15% OI (3x) Scan Scan % Net Unit Promo GP Merch Fee
Promotional Beans $ 2.64 $ 2.85 $ 0.43 0.37 12.9% $ 2.06 2/$7 40.9% $24,500
Pricing Pulse $ 2.60 $ 2.81 $ 0.42 0.33 11.7% $ 2.06 2/$7 40.9% Off Shelf
Rice $ 2.35 $ 2.54 $ 0.38 0.10 3.9% $ 2.06 2/$7 40.9% Display

• 4 Off Shelf
Segment Unit Cost Cost + 8% Scan (1x) Scan % Net Unit Promo GP Merch Fee
Displays
Beans $ 2.64 $ 2.85 0.79 27.7% $ 2.06 2/$7 40.9% $24,500
• 2 TPRs
• 2 Rounds Pulse $ 2.60 $ 2.81 0.75 26.6% $ 2.06 2/$7 40.9% Off Shelf
Demos All Rice $ 2.35 $ 2.54 0.48 18.8% $ 2.06 2/$7 40.9% Display
Regions
• Affinity Segment Unit Cost Cost + 8% Scan (2x) Scan % Net Unit Promo GP Merch Fee
Approved Beans $ 2.64 $ 2.85 0.50 17.5% $ 2.35 $ 3.99 48.3% $7,500
Pulse $ 2.60 $ 2.81 0.46 16.3% $ 2.35 $ 3.99 48.3%
TPR
Rice $ 2.35 $ 2.54 0.19 7.4% $ 2.35 $ 3.99 48.3%
 Operations- Explore Cuisine Vertically Integrated Third Party
Facilities & Sourcing

• Multiple global facilities, BRC Grade B

or Higher and Social Audited for
Compliance
– Pulse & Rice Pasta- Puglia, Italy
• Capacity Pulse-2500 tons/month
– Bean Pasta- Muling & Shanxi, China
• Capacity Bean- 300 tons/month
– Rice Noodles- ChangMai, Thailand
• Capacity Rice Noodles- 150 tons/month
• Organic validity, traceability and

• Major investment in ownership of

green field plant in Thailand in 2018 in
the region where we source a unique
organic rice blend perfect for pasta and
noodles and within the farming
communities we support through Food
to Thrive
• Italian Pulse Pasta Factory Highest
Technology In Pasta Industry
– Buhler machines with twin corkscrew
produces worlds best pasta
– 100% Allergen Free
sustainability is of the utmost importance.
Explore Cuisine has dedicated team in
market, and we invest in training suppliers
to deliver to our specifications , and
ensure the authenticity of the USDA
organic certification.
• Explore Cuisine buys direct from externally
certified organic farms vs from traders
allowing complete recourse whenever
needed
Marketing, Social
Media & PR
 “The Sawtooth Group” New Ad Agency

Ad Lobs E-Comm Evaluation- Sales Deck Gluten Free Living Newsletters Creation
UK Analysis
Amazon + Logistics
April May July

March June
Expo West Re-skinned Website Office Posters #UYN Social I-Factor Study
Focus
Booth/brochure US + UK Media Launch
Group/Packaging

FOCUS
GROUP

Significant & Action-Oriented Progress In Less Than 6

Months
 In BFY Pasta, Explore Has The Highest I-FACTOR® Score, The
Strongest Consumer Connection, And A Point Of Difference

65
Explore Cuisine’s A Healthier Wide Variety
For the Explorer
I-Factor® score Pasta + Portfolio

• A high I-Factor® score signifies a very strong connection with consumers who choose alternative pastas
• Explore has the highest scores in all three I-Factor® components, which are 15% higher than competitor brands studied
(Banza and Barilla)
• The CRAVE component, which measures love and addiction for the brand is the highest for Explore
• The CRAZE component, which evaluates brand relevance and advocacy, have overwhelmingly high scores. This indicates that
Explore Cuisine is worthy of sharing and advocating for.
Explore Shines In I- (Irresistable) Factor Study
The Category Is Irresistable, And Explore Exceeds The Competition!
 What We Want To Achieve

Leverage and Own the Activate Those Who Love Us Lean Into Our Points Of
EXPLORE Name! Most! Difference!
 Meet The Explorer & The Next Wave Of Smarter
Way To Pasta
She is an educated consumer, full of life and adventures with her family
and friends. Eating healthy is a way of life with easy, delicious meals she
can enjoy around the table and/or meal prep for busy days.

Health and Wellness is

Embrace the Explorer Meal time is sharing time
Important For Men & Women
Out and
Meet
About With Explorers
Connecting with our consumers is
key in growing the Explore brand.

80,000 units of samples have been

shared with key cities (NYC, ATL,
LA) through street teams.

Dedicated brand ambassador for

demos and events

Multiple consumer events each

month around the country for
consumers to try and taste Explore
Pastas - Wanderlust 108 Events, Fit
Expos, GFAF shows.

15,000+ samples have gone out in

subscription boxes, this is another
targeted way we are engaging with
our consumers.

50+ Corporate Health Fairs has

been a great way to engage with
our educated consumer.
Valuable & Targeted
Meet
Influencers

We Love
Influencers!
Sponsored Content

15
Competitive Social Media Platforms
 Facebook Spend vs Engagements (US Lifetime)

Followers

256,000

115,000

44,000

42,000

36,000

$50 $100 $200 $400

2,000

1,300

1,300
Explore Cuisine has earned the second highest yearly engagement volume for a fraction of the cost ($4k)
Facebook Engagement
Top Instagram Posts By Key Metrics

TOP POST BY IMPRESSIONS TOP POST BY ENGAGEMENT

Instagram Growth
 Key Platform Summary : May 1- August 7
FACEBOOK INSTAGRAM TWITTER

Total Reach 129,377 96,631 262,313 n/a n/a

Total Impressions 211,347 125,959 342,979 26,244 9,247

Total Clicks 2,236 3,068 355 96 46

Total Engagements 62,651 46,998 26,120 238 100

Engagement Rate 30% 37% 8% 0.9% 1.1%

Total Spend $1,422 £898 $1,077 $0 $0

Source:: Native Platform Analytics + Sprout Social

 Approximate Marketing Allocation 2019

● Optimize current channel mix to bridge

offline and online experiences
● Increase social spending to account for
boosted ‘everyday’ content
● Add Search & Amazon to keep up with
our consumers’ needs and behaviors
Shopper Marketing Budget Allocation Approach

20%
Moderate Risk

70%
Tried & True

10% New &

Noteworthy
 #USEYOURNOODLE…It’s The Smarter Way To Pasta

• Authorize 9 SKUs/10 Facings For Four Foot

Brand Block In Core Set In All Regions. Expand
To 14 SKUs/22 Facings For 8 Feet Brand Block
In All A Stores
• After Above, Take Advantage Of Aggressive
Promotional Schedule and Demo Offer
• Authorize New Items
• Consider Promotional Pack/Sizes For
Incremental & Exclusive Growth