Talk by Ken Hopps at 2011 VSU Virginia Berry Conference

1. The Future of Berries in the U.S.A. Ken Hopps Sun Belle, Inc. Virginia State University March 17, 2011 2011 Virginia Berry Production andMarketing Conference 1

2. 2011 Virginia Berry Production andMarketing Conference The future of berries in the USA is bright and promising. “Consumption of berry crops provided by the American berry crop industry will triple by 2020. As a result, the American berry crop industry will be viewed as a model of agricultural efficiency, sustainability and prosperity. Berry crop consumption will result in improved human health and nutritional and prosperity for rural and agricultural communities.” Vision Statement: National Berry Crops Initiative 2

3. 2011 Virginia Berry Production andMarketing Conference Focus on price is important but it’s not enough. Sales and marketing strategies should address the following areas: Health and wellness. Transparency and supply chain. Taste, value and emotions. 3

4. 2011 Virginia Berry Production andMarketing Conference Health and wellness Emotion is part of any purchase. By knowing the health and medical benefits of berries, consumers will feel emotionally attached to the product. This will lead to loyalty and increased sales. As an industry we must do more to communicate and educate the consumer on the health aspects and nutritional benefits of consuming berries. Berries are “Superfruits.” Empower the consumer. Berries are an important part of a healthy diet. 4

5. 2011 Virginia Berry Production andMarketing Conference 5

6. 2011 Virginia Berry Production andMarketing Conference Health benefits - Sun Belle proactively involved Berry health benefits symposium Organizing committee chair. National Berry Crops Initiative (NBCI) Board participation. USHBC (US Highbush Blueberry Council) Board member. Research committee. Blackberry R&P (research and promotion) Organizational committee. 6

7. 2011 Virginia Berry Production andMarketing Conference Sun Belle research and development Raspberries Exclusive licensee for propagation and production of Erika raspberry variety. USDA release from quarantine anticipated for summer 2011. Mexico production success as taste, color and shelf life have outperformed. Accepted as premier variety in the UK as determined by independent consumer taste panels. Establishing grower partnerships for USA production. Trial and development of Cornell University Selections. Commitment to the East Coast with tunnel production. 7

8. 2011 Virginia Berry Production andMarketing Conference Sun Belle research and development Blackberries Taste, price and value proposition. Huge US consumption increase due to the Tupy variety. Sun Belle Mexico: 100% Tupy. Continuous varietal development directed by Sun Belle plant geneticist Dr. Nicole Hewstone. Trial of University of Arkansas selections. Trial and development of Embrapa (Brazil) selections. 8

9. 2011 Virginia Berry Production andMarketing Conference Transparency and supply chain Know who does what, when and where. Value added. Embrace, adapt and accept new legislative food safety requirements. Paradigm shift from detection to prevention. Embrace sustainability. 9

10. 2011 Virginia Berry Production andMarketing Conference Value, taste and emotions Demand to be fueled by taste and value. Consumers demand the best price but they also want to feel good about the product and its benefits. Make them feel emotionally attached to the product. Excellent value for the benefits, taste and emotion. Packaging and branding that consumers have come to trust. Berries are a key year round offering for retailers. 10

11. 2011 Virginia Berry Production andMarketing Conference The Virginia story Westmoreland Berry Farms Sun Belle’s domestic program began in Virginia 25 years ago. Long term commitment to all of our domestic growers. Glocality. Sun Belle. Global brand. Local reach. New state of-the-art Sun Belle Middle Atlantic (near Jessup) distribution center with nearly 65,000 sq. ft., it will provide pre-cooling, QC and distribution services. Like our other facilities it will be Primus certified, with our own employees and refrigerated fleet (opening 2011). 11

12. 2011 Virginia Berry Production andMarketing Conference The Virginia Story 12 Taste, appearance & color Mid Atlantic sweet spot Stewards of your lands

13. 2011 Virginia Berry Production andMarketing Conference 13 Consumer driven berry marketing

14. 2011 Virginia Berry Production andMarketing Conference The Global Picture The case of Blackberries from a Mexican Perspective: 14

15. 2011 Virginia Berry Production andMarketing Conference Blackberries in the U.S.A. 15

16. Sun Belle México S.A. de C.V.: Mexican Blackberries Variety 100% Tupy Research & Development •Trial and development of Embrapa (Brazil) selections. •Trial of University of Arkansas selections. •Varietal development directed by plant geneticist Dr. Nicole Hewstone, assisted by a team of technicians and agronomists. . 16

17. Sun Belle México S.A. de C.V.: Mexican Raspberries Variety Erika Research & Development •Exclusive licensee for propagation and production of Erika raspberry variety. • Trial and development of Cornell University selections. 17

18. Sun Belle México S.A. de C.V.: Mexican Blueberries Variety 100% Biloxi Research & Development •Blueberry breeding and license agreements with University of Georgia. •Experimental blueberry plots. 18

19. Sun Belle México S.A. de C.V.: Los Reyes & El Atascoso, Michoacán Blackberries, Blueberries & Raspberries 3,383 acres (1,369 ha), which includes: •GlobalGap. •Sun Belle owned . •Sun Belle experimental fields and nurseries. •Blackberries. •Blueberries. Facilities •3,849 m2 (41,430 ft2) total • 796 m2 (8,568 ft2) refrigerated Experimental Fields & Nurseries •Germplasm evaluation, varietal crossings. •Plant propagation 19

20. Sun Belle México S.A. de C.V.: Zapotiltic & Jocotepec, Jalisco Blackberries, Raspberries & Blueberries 351 acres (142 ha) (1,369 ha), which includes: •GlobalGap. •Sun Belle owned. •Tunnel Production. •Experimental fields and nurseries. Facilities •1,177 m2 (12,669 ft2) total • 351 m2 (3,778 ft2) refrigerated Experimental Fields & Nurseries •New variety trials and propagation. 20

21. Sun Belle Inc.: U.S. Locations All Primus Certified 3810 Rose Street Schiller Park, IL 60176 T. 708.343.4545 3160 V Street, NE Washington, DC 20018 T. 202.832.3900 Atascoso 5510 W. 102nd Street Los Angeles, CA 90045 T. 847.609.0929 2000 NW 70TH Avenue Miami, FL 33122 T. 305.592.0005 21

22. 2011 Virginia Berry Production andMarketing Conference Q & A Thank you Ken Hopps- ken@sun-belle.com (708) 343-4545 22