2. New Product Category
Valley Growers was established by the Rainville Family
in 1981
• Fresh cut oil blanched fries developed to fill a gap in the market for a high
quality fresh never frozen french fry
• Five generations of potato farming since the late 1800’s
• Oven ready or fryer ready fries with 25 day shelf life from date of production
• Valley Growers specializes in the growing, storage and packaging of fresh
potatoes
• Developed process for high quality “fresh” fries

4. Top Diet Trends for 2014 in Canada
• Natural and simple with few ingredients
• Consumers are looking for a gluten-free diet
• Quality matters – consumers will focus on eating high
quality calories
• Fruits and veggies remain king – including potatoes
NATIONAL SITUATION ANALYSIS

5. • Sales for “HEALTHY” categories around the perimeter of the grocery store
are on the rise
• Canadian retailers have either added or expanded their “natural” and
“fresh” offerings
• Farmhouse Fries ingredient deck includes potatoes and canola oil.
Nothing else.
• The food media and trend gurus are telling us that consumers are looking
to make the most of their grocery dollars, but are willing to pay more for
quality and health related items
• The trend that is gaining the most momentum is “food for health”
• Consumers want to eat and drink “real” food
NATIONAL SITUATION ANALYSIS

6. 6
Convenience and
Health & Wellness
Convenience Health & Wellness
Bread 47% 35% 11%
Potatoes 38% 32% 9%
Other 29% 6% 34%
Pasta 35% 43% 5%
Rice 24% 41% 8%
Of those who indicated that potatoes are their favourite carb:
• 38% say “Convenience” AND “Health & Wellness” are the reasons why
• 32% indicate “Convenience” factors are the reasons why
• Only 9% indicate “Health & Wellness” factors make them choose potatoes
NATIONAL SITUATION ANALYSIS

7. 7
TOP TEN FACTORS DRIVING POTATO
PURCHASE
64% of the population makes potato purchases
based on the following:
1. Good quality and taste
2. Freshness
3. Nutrition
4. Value for money
5. Easy to prepare
6. Quick to Prepare – under 30 minutes
7. Offers comfort/satisfaction
8. Natural
9. Provides good energy
10.Supports Canadian farmers

8. our approach
to making new history
for the retail food sector …….

9. 1. Good quality and taste
2. Fresh never frozen
3. Nutrition – low sodium
4. Value for money
5. Easy to prepare – all ages
6. Convenience - quick to prepare
7. Offers comfort/satisfaction
8. Natural - just potatoes
9. Provides good energy -
complex carbohydrate
10. Supports local farmers

10. PACKAGING
1. Logo and graphics
explain/depict content
2. Appealing farm fresh motif
3. Date coded
4. Educational – good nutritionals
5. Identified as Low Sodium –
Gluten Free – No Preservatives
6. Easy to follow instructions
7. Appropriate sizing – 350g
8. Gas flush – 25 days
9. Easy to merchandise
10. Website – farmhousefries.com

11. UNIQUE VALUE PROPOSITION
Farmhouse Fresh Fry Competitive Advantage
• The only oil blanched fresh fry on the market - competitors produce a steamed,
oil sprayed product inferior in flavour, mouth feel, texture and aroma
• Proven shelf life of 25 days from date of production
• Dedicated sales and production team with proven track record
• Strong team of professionals with R&D, sales, logistics, manufacturing, quality
control
• Innovative packaging, design and strategic product placement in produce
• HACCP program in place

12. PRICING
Case cost: FOB Valley Growers $25.80
Delivery not included
CASE PACK: 12 X 350g
COST: $2.15 Per Bag FOB Valley Growers
SUGGESTED RETAIL: $3.49
SHELF LIFE: 25 days from date of manufacture