Presentation by Stewart Miller to WFM Produce Staff, October 2 2012, London

1. Presentation Document
for
Whole Foods Market

2. Contents
Overview of Tio & Bare Necessities
Current Market/Category Trends
BN Range
BN Aspirations/Opportunities with Whole Foods Market
BN Promotion

3. Our Farms
Mid Coul Farm
William Rose, our Group Director, is a fifth generation farmer
our farms in Scotland account for over 80% of our total produce
we also have formal, long term supply relationships with farms in England, Italy & Spain
we were one of the first Scottish farms to enter organic production on a commercial basis
we are now the United Kingdom s biggest grower of organic carrots
Mid Coul Farm near Inverness in north Scotland is 3,000 acres in size (100 years young!)

4. Tio Ltd
Tio Ltd was established in 1998 as the sales & marketing arm for the farms
state-of-the-art factory in Forres clean, grade, process & pack 100% organic produce
BRC accredited A grade factory site & Soil Association accredited
supply a number & diversity of clients retailers, wholesalers, foodservice & agents
customers include Tesco nationally, National Health Service .... and many others
accredited in top 2% of supply base in unannounced site audits, two years running 2011/12

5. Bare Necessities
first branded organic root vegetable range in the UK
first organic brand to offer and guarantee 100% pesticide residue free
brand developed with consumer and trade buyer input
core range includes organic carrots in various formats for 12 months of the year, and
parsnip/swede lines in season (October to April)
brand listed in Whole Foods Market, Ocado, Tesco Express and Tesco
NPD for 2012 onwards to extend the BN range into additional produce lines first range
extension was cucumbers

6. Key Facts & Trends
the UK organic food market began to stabilise in the latter part of 2011. The
market is expected to increase in value by 11.8% between 2012 and 2016,
reaching £1.86b. (Organic Food & Drink Market Assessment, 2012, Key
Note)
annual carrot (organic & conventional) total sales in the UK is currently
£290m or 700,000 tonnes - about 100 carrots per person. (British Carrot
Growers Association, 2012)
organic carrots account for 8% of the total carrot market and 13% of retail
sales. (Kantar Worldpanel, Feb12)

7. Our Bare Necessities Retail Range

8. Products & Growing Locations
Time of Year Growing Location
ORGANIC CARROTS
Late Aug - Early Dec Scottish Open Ground Inverness/Moray/Aberdeenshire
Mid Dec - Early May Scottish Strawed Inverness/Moray/Aberdeenshire
Mid May - Early Jun Italian/Spanish Imports
Mid Jun - Early Aug UK Open Ground Norfolk/Suffolk
ORGANIC PARSNIPS & SWEDE
Oct - Apr Scottish Open Ground Inverness/Moray/Aberdeenshire

9. BN New Products
cucumbers
what next?
a significantly extended
range of vegetables by
early 2013, followed by
salad & fruit

10. Aspirations/Opportunities
To increase our business with Whole Foods Market, by:
continuing to provide quality organic produce, coupled with good service levels
increasing the Bare Necessities (BN) range and the volume
increase the lines listed from 2013 onwards, via Tio s new procurement strategy
(e.g. own label)
continued collaboration on joint promotion opportunities (e.g. new store openings,
holiday promotions, social media, etc)

11. Marketing Support
We provide effective brand support
From a giant bear on the streets and in stores, journalist
engagement, printed media, a social media strategy and
retailer-specific promotions we believe in our brand and
to that end we give it a voice
Rel All our marketing decisions are based on customer
atio
Ma nshi insight and market awareness, not hunches
rke
ting p
a
ted Medi
Prin
l
D igita

12. Further Information
Contact:
Stewart Miller
Brand & Business Development Manager
Tio (This is organics) Ltd
Greshop Industrial Estate, Forres, Moray, IV36 2GU, Scotland, United Kingdom
Tel: 01309 696 040
Mob: 07774 926 245
Email: stewart.miller@tio.co.uk
Web: www.tio.co.uk & www.bnfoods.co.uk
Twitter: www.twitter.com/bnfoods
Blog: www.bnfoodsblog.com
Facebook: www.facebook.com/bnfoods