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1. Build · Compete · Grow
Peeking Into The
FUTURE
KALEIDOSCOPE
FOODS
Oct 11, 2017
Upscience Event

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#Not_Fun_Food Borne Illnesses Facts

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Hunger for #Naturalness
▪ Vietnamese’s moms prefer to hand pick
the ingredients themselves to cook.
Cooking is an art and weighs heavily in their
perception more than a household chore:
✓ Prefer to buy daily meat and
seafood
✓ Prefer to cook minimum amount
each time to preserve real taste,
natural & flavorful aroma, and
freshness
▪ “Naturalness in Food” = Cleanliness and freshness
▪ Color, smell and feel all contribute to the
consumers’ perception of the term “naturalness”
Fresh, green and crisp
Firm and juicy
Succulent, juicy and no blood leaking
Fresh, prefer live fish and seafood
Source: Ipsos UU

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The Quest to Keep Looking For Food “Evidence”
The PAST
The FUTURE
CLEAR LABELED FOOD –
information about farming practice
CERTIFIED FOODS –
✓ GlobalGAP
✓ Organic – USDA, JAS, Naturland
Invisible EVIDENCE?
Blood leaking meat
Crispy and green vegetables
Going to wet markets daily to
purchase food
CLEANLINESS
of THE MARKET
USER-GENERATED CONTENT PLATFORM –
review and sharing information about
SAFE PLACES to buy food

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Hunger for #Food Trust
Rampant FOOD FRAUD cases raise
EXTREME CONCERNS for consumers
FAILURE IN FOOD SAFETY AND QUALITY
MANAGEMENT - a challenging and unsolved
problem of the food supply chain
“EVIDENCE OF QUALITY” is QUESTIONED
Source: VnExpress, Kantar World panel | Household Panel | Urban Vietnam 4 Key Cities
URBAN 4 cities RURAL
79% agree 73% agree
Among the TOP 3 THINGS CONCERN
Food Safety

6. Our FUTURE BITE?
What Are TASTES Of
© 2016 Ipsos.

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▪ GROWING health-consciousness
✓ More than 90% people care
about health in their mindset
▪ ADOPT healthier eating habits
✓ Eat less in each meal
✓ Eat more fruits that bring energy
and reduce consuming carbs
▪ Eat for beauty
✓ Consume bird’s nest
✓ Choose alternative ingredients
▪ WARY of dining-out & MORE eat-in
✓ Home-cooked meals - more
control of the food preparation
process and bring the sense of
love and care to family members
– RECIPE for FAMILY HAPPINESS
Hunger for Fantastic 3 #Health #Beauty #Happiness
Source: Ipsos UU
What I Eat
DEFINES
Who I Am

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From Convenience To Super Convenience
Time-Pressure Mothers:
A desire to SAVE TIME on cooking!
49% 49%
50%
54%
2012 2013 2014 2020
% of Working Woman in
Vietnam’s Total Population
Willing to pay for products that could SIMPLIFY
THEIR LIFE & BRING SUPERCONVENIENCE
When we have no time, we will buy
instant product to use. It saves more
time for us.
– moms, HCMC
Ready-to-
cook meals
Seasoning
packs
Instant
products
Source: Ipsos UU, Kantar World panel | Household Panel | Urban Vietnam 4 Key Cities

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Hunger for #Personalized Diets
My father-in-law also has diabetes; so I also
have to care about his eating regime. For
example, I have to avoid from foods with
much sugar, increase to eat more vegetable.
In general, we should learn more about
eating regime
– moms, Hanoi
My parents also have been high blood
pressure. We have to follow eating
regime as doctor’s advice
– moms, HCMC
BODY
IN TUNE
Making
PERSONALIZED
food choices to
suit their health!
My husband has fat in blood disease, so
have to limit eating eggs and poultry
viscera. Grandmother has been diabetes;
so she eat less rice and need more
vegetable; and rice vermicelli or cassava
vermicelli also”
– moms, Hanoi
Source: Ipsos UU

10. Build · Compete · Grow10 consulting.bc@ipsos.com
Bayer 16:9 Template 2010 • February 2016Page 10
From Absorbers to Empowered Consumers

11. By 2030, rice yields will have to rise by 30
percent – from the same area of arable
land – to guarantee food security
- Bayer Group’s Annual Report -
+30%
© 2016 Ipsos.
Source: Ipsos UU
Food Security - A Pressing Concern

12. INGREDIENTS?
What Are The
© 2016 Ipsos.

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TREND 1 Urbanites have started growing
their own vegetables at home to ENSURE
SAFETY AND QUALITY CONTROL
What’s Hot #Homegrown trend
TREND 2 Urbanites rent farming
spaces in Thanh Da, Hoc Mon,
District 2 or hire labourers to grow
their desired vegetables to AVOID
PESTICIDE-CONTAMINATED fruits
and vegetables
TREND 3 Consumers are seeking to
purchase homegrown vegetables and
fruits. Homegrown suppliers advertise
their products via social media platforms
Source: Ipsos UU

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“Organic” label provides consumers the sense of PROTECTION as it refers to applying chemical-free
production methods and proven certification
Established supermarket chain – Saigon Co.op – has invested their own farm to produce organic
products meeting ORGANIC certification from USDA (the U.S.), JAS (Japan), Naturland (EU)
Invested in the FVF organic farm in Nghe An to produce organic passionflower, pennywort,
Momordica cochinchinensis rice products for exporting to the U.S. market
The Organic craze
Notables Organic Retail Stores
Ho Chi Minh
Hanoi
Local-branded Organic Foods
Source: Saigon Co-op, Baomoi.com

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What’s Hot #Superfoods mania
Nutrient-rich – vitamins, minerals, antioxidants, omega-3s
Health & well-being beneficial
✓ Protect immune system
✓ Lower risk of heart disease and diabetes
✓ Anti-aging
✓ Energy and vision boost
Superfoods consumption is a TREND and GOAL to achieve
FANTASTIC 3 #HEALTH #BEAUTY #HAPPINESS
✓ Green tea
✓ Chia seeds
✓ Gac juice
✓ Mangosteen
✓ Dragonfruit

16. Build · Compete · Grow16 consulting.bc@ipsos.com
Looking Forward to Traceability & Transparency
FEED FARM FOOD PROCESSORS RETAIL & FOOD OUTLETS
Day-to-day battles about the food contamination and poisoning scandals has raised an unmet need of
Setting an effective TRACEBILITY system with TRANSPARENT and QUALITY CONTROL value chain
Collaborating among stakeholders of the entire value chain to instill complete TRUST and provide
CLEAN & FRESH foods to consumers
TRACEABILITY

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Rising Regulatory Standards Scrutiny
FEED FARM FOOD PROCESSORS RETAIL & FOOD OUTLETS
• Hazard analysis and critical
control points (HACCP)
• ISO 9001:2000
• ISO 22000
• Good Manufacturing
Practice (GMP)
• Global Good Agriculture
Practice (GlobalGAP)
• TCVN 9964:2014 (p.
Monodon), TCVN
10325:2014 ( P. Vannamei)
• VietGap
• GlobalGAP
• HACCP
• GMP
• Aquaculture Stewardship
Council (ASC) for EU and
Japan markets
• TCVN 8398:2012 (P.
Monodon),
TCVN10257:2014 (P.
Vannamei)
• HACCP
• GMP
• ISO
• Sanitation Standard Operating Procedures
(SSOP) aims to meet general requirements of
GMP
• Safe quality food (SQF) requires compliance by
food processors and distributors
• Marine Stewardship Council Chain of Custody
(MSC CoC) for EU and Japan markets
Source: KOL, Feed Miller & Premixer, Farm Interviews, Ipsos Analysis

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FEED FARM FOOD PROCESSORS RETAIL & FOOD OUTLETS
Feed Manufacturing Breeding & Animal
Farming
Production of Processed
& Ready-to-eat Food
Distribution Channels
Feed Fresh & Uncooked Meat Cooked & Ready-to-eat
Meat
Food Retail Outlets,
Restaurants & Food Courts
Trending in VN 3F Model - Integrated Value Chain
INTEGRATION

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Engagement
Level
Early
Adoption
Pilot
Programs
No
Developments
No Development Imaging Application Cloud DDS
Service Offering
Pioneers’ Commercial Drones Adoption

20. COOKING CHEFS?
Who Are The
© 2016 Ipsos.

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GOAL: 100
convenience stores
in Bac Ninh
5 marts &
supermarkets
in Bac Ninh
20162017
GOAL: 1,5 million tonnes of
animal feed
Completed a feed mill in Ha Nam
Constructing new feed mill in Ha
Tinh
6 animal and aquaculture
feed mills
3F Model Wholly-Owned Business
2016
2016
GOAL:
45,000 sows
150,000 – 200,000 hogs
30 million layer breeders
1 chicken
processing line
20172019
2018
2015
Feed Farm Food Processors Retail & Food Outlets
Note: Wholly-owned

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Feed Farm Food Processors Retail & Food Outlets
120,000 parent hens
10,5 million DOCs
3 million broilers
1 million breeders
Organic shrimps
TRACEPIG – De Heus’ modified
G.A.P standards to ensure a
“clean meat” supply chain
Partner and provide
technical support to build
modern slaughtering house
TRANG
LINH
7 feed mills
Introducing
PartnershipNote: Wholly-owned
1,600 sows
15,000 hogs
3F Model Partnership

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6 feed mills
2015
2015
7 feed mills
3 slaughtering lines
2 slaughtering lines
Meat processing line – sausage, jambon, bacon
Processed food – egg roll, canned food, etc.
2018
To COMPLETE 3F MODEL
build high-tech swine
farm in Nghe An,
producing 250,000
hogs per year in 2018
3F Model Acquisition

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Notable Players, Working Towards A Sustainable And Safe Future
FUTURE
OF FOOD
Valuechainintegration
Food Trust
Health
Beauty
Happiness
Super
Convenience
Personalization
Homegrown
Organic
Superfood
Traceability
Rising Standards
Corporate Social
Responsibility
?
Sustainable Practice
Empowered
Consumers

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RTD Tea – A Lemon
Flavor brand
Liquid Milk – A Kid
Nutrition brand
RTD Tea – A Green
Tea Flavor brand
An Energy
Drink brand
May’09 Sep’09 Dec’14 May’16
6 Months After Scandal
1 Months After Scandal
June’16 vs. May’16
32%
Volume sales
Source: Kantar World panel | Household Panel | Urban Vietnam 4 Key Cities
8%
Volume sales
61%
Volume sales
16%
Volume sales
Food Scandal Impacts on Brand