Poetree company presentation 2014

Company Profile

April 2014

01/04/2014 www.poe-tree.com 2

Who we are Vision – Mission Our target consumer group Our product Contact details

Agenda

01/04/2014 www.poe-tree.com

Producing premium quality olive oil for 80 years

Family history and tradition – Our family has been producing extra virgin olive oil for more than 3 generations from the same

fields in Messinia, Greece. Our long tradition of caring for our nature, the olive trees and producing exceptional quality olive has been passed on to us from our great grandparents and is an integral part of our heritage.

– Our olive oil is produced from the same family owned trees that were planted on our fields by our great grand father, Dionysis Michalarakos from the early 1900 until about the 1930s.

Certified Organic since 2003 – Since 2003 the olive oil certified organic, but our family has always been cultivating the olive trees

without the use of any fertilizers and pesticides and in for a more natural and healthier olive oil.

Why did we decide to package our olive oil and export it to Europe – The recent economic crisis and the hardship that we and other Greek people are experiencing

inspired us. We wanted to take the fruit of our land and instead of selling it to whole sellers, to turn it into a business that would allow us to support our community and ourselves. Support, that extends beyond the need to create jobs, and into the necessity to support those in need.

The distribution company – Inspirational Foods is based in Greece and is the distribution company that we have established to

sell the highest quality Greek natural and organic products to customers across the globe. – Our first brand is Poe-tree Premium Organic Extra Virgin Olive Oil. Poe-tree is our creation. Our

inspiration, tradition, history in a bottle. Inspiration that comes from our nature, the health of our family and our children, and the need to live healthier more fulfilling lives.

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Our field: Location

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Agenda


Nature is our inspiration…

Mission: – To improve the health of our environment and the health of our families, by

producing and selling the highest quality olive oil using sustainable business practices.

!Our Vision for the future: – We believe that every brand has a responsibility to improve the quality of people’s

lives and to contribute to improve our society. As our business grows, so does our responsibility. Our commitment to sustainable development, socially responsible practices guide our actions and is a fundamental part of who we are.

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Our Values and Commitments

Improve people’s health – To produce and sell the highest quality products – To inspire our customers to live healthier lives !

Improve the health of the environment – Organic Farming – Practice sustainable farming – Only use recyclable materials – Take responsibility for the packaging by paying for its recycling

• Extended Producer Responsibility

!Create Value for our stakeholders – Support local community – Engage ourselves and our customers to support social causes

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Agenda


Who is our target consumer

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WHAT MATTERS TO THEM. THEIR VALUES Health. Personal and family healthProtecting the environmentQuality, TastePriceThe social contribution of brands

DEMOGRAPHICS Age 35-50 Gender Female Education Higher Family status Married Children Yes Wealth Mid to higher Spare time Family, kids, entertaining friends, cultural activities Social involvement Yes Likes cooking Yes. Does it not only for family but as entertainment Social Media Very active EXPERIENCE / EXPERTISE What do they know about: OLIVE OIL General knowledge Organic Olive Oil Limited. More familiar with other organic products Greek Olive Oil Limited. they know more about ItalianTECHNOLOGY How do they reach our site? Google Search engine

Social media mentions - Facebook, twitterBlogs/other references

From where? Home: PC, tablet. Mobile on super market while shopping


How does our product satisfy our customer’s values

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What matters to our customers. Their values Product features and how they satisfy our customer’s values

Health. Personal and family health

Protecting the environment

• Organic: ‣ No pesticides or fertilizers are used so the olive oil is safe and healthy ‣ The oil is tested for the absence of 180 different compounds and/or harmful substances, to ensure that no contamination has taken place from adjacent field.

• We promote Healthy Eating by encouraging people to substitute, fully or partially, butter for olive oil. We have created recipes using only olive oil as fat to inspire our customers to use olive oil as a basic ingredient in their daily cooking

‣ Organic olive oil is a monounsaturated fat, and is considered a good fatty acid (high density lipoproteins, HDLs) protect against bad cholesterol, or low density lipoproteins (LDLs).

• Land: We protect the soil from erosion by keeping covered with other plants • Water: Apart from the rainfall we do not water the olive trees • Air: We do not burn the olive branches that result from pruning. Instead we shred them and distribute them in our field to nourish the soil • Energy: The olive are picked by hand • We do not use fertilizers and or pesticides thus reducing harmful chemicals that may pollute our soil, air, and water • We produce our olive oil in a 2-stage mill which produces smaller quantities of waste, and is more energy efficient • We use recyclable materials for our packaging • We take responsibility for the disposal of our packaging. We have joined an Extended Producer Responsibility program to pay for the recycling cost of all our packaging material.


How does our product satisfy our customer’s values

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What matters to our customers. Their values Product features and how they satisfy our customer’s values

Quality

Taste

Price

The social contribution of brands

• Organic certification • Extra Virgin: Highest quality olive oil with acidity below 0.8%. Our oil has acidity < 0.4% and we do not sell olive oil with higher acidity at production. • Unfiltered:This process maintains all valuable ingredients and the oil has better taste • Cold pressed: The olives are processed at below 27C to ensure that the oil maintains its important organoleptic elements. • Unique Serial Number: This allow the customer to trace where the olive oil was made. • Olives are pressed within 24 hours of picking to ensure that the organoleptic characteristics of the olive oil remain intact • We include on the package all chemical parameters and certifications for full disclosure

• We support our community by creating jobs and by supporting local producers to adopt sustainable cultivation practices. • We plan to support causes that promote healthy eating for children in Greece and in local markets • We plan to embark on a campaign advocating the elimination of 3-stage mills and their replacement with 2-stage mills that consume less energy and produce less harmful waste.

• Fruity olive oil with no defects and high essence of green tomato, green leafs and slight essence of floral. Contains all the premium characteristics of the Koroneiki variety which makes it suitable for salads and fish with no interference to the taste, boosting the overall flavor.

• We intend to have a Retail Price slightly lower than the average price of similar products in each country.


Consumers do care about the environment and social causes

✓ More than 50% of people questioned say they are concerned about environmental issues ✓ More than 33% claim to be prepared to pay a little extra for environmentally

responsible products or services ✓ Around half claim that they will not purchase products from companies that have

negative reputation regarding the environment. from a recent Study about “How consumers perceive sustainability in the US, China, and beyond” by Interbrand

!✓ Profit + Purpose: 76% responded “it is ok for brands to support good causes and make

money at the same time”, up from 70% in 2010 ✓ Social Purpose as purchase trigger: 53% responded “When quality and price are the same

Social Purpose most important factor” in choosing a product, up from 41% in 2010 ✓ Purchase Frequency: 47% responded that they have bought at least monthly a brand

that supports a cause, up from 32% in 2010 2012 Edelman goodpurpose Study on Social causes, Purpose

!Clearly, people are taking action with their money, and are increasingly supporting brands and products that are placing equal emphasis on their profits, on the welfare of the society and the environment around us.

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Importance of environment in consumer’s decisions - Interbrand

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Agenda


Poe-tree Premium Organic EVOO

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Premium quality organic olive oil from Messinia region in Greece.

The olives are hand picked in November while still green and grown using sustainable cultivation practices and strict organic standards.

No pesticides or fertilizers are used and the olive trees are not watered.

The olive oil is unfiltered to maintain all its valuable nutrients and produced using cold extraction process at temperature lower than 27o C, in a 2-stage olive oil mill.

It is a single-varietal olive oil from the Kore- neiki olives which produce olive oil with very high level of polyphenols, natural fruity taste, and dark green colour.

Available in 500ml and 200ml bottle contained in cardboard box to protect oil from light.

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Tasting Notes: Fruity olive oil with no defects and high essence of green tomato, green leafs and slight essence of floral. Contains all the premium characteristics of the Koroneiki variety which makes it suitable for salads and fish with no interference to the taste, boosting the overall flavor.

Organoleptic: Fruity: 7.5, Bitter: 3, Pungent: 2.5

Olive grove & production location: Messinia, Greece.

Olive Variety: 100% Koroneiki

Harvest: Early Harvest. Hand-picked in November 2013.

Pressing: Cold pressed below 27oC and unfiltered.

Analysis at production: Acidity (as % of oleic acid): 0.53% (max 0.8%), Peroxide Value (meq 02/Kg) : 8.8 (max 20), K-232: 1.64 (max 2.5), K-270: 0.149 (max 0.22), ΔK: -0.00 (max 0.01)

Organic Certification: Certified by Dio Organization in accordance with Reg. (EC) 834/2007 since 2003.

Security Features: Holographic security label with unique serial number.

Self life: 24 months from production.

Storage guidelines: Must be stored in a cool and dark place, away from direct sunlight .

Packaging: Rectangular clear glass bottle, contained in cardboard box.

Sizes: 500ml, and 200ml

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Awards

Silver Medal in the 2014 BIOL International Prize for the Best Organic Extra Virgin Olive Oil held in Andria - Italy

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The BIOL Prize, which is sponsored by the International Federation of Organic Agriculture Movements (IFOAM) and the Italian Ministry of Agricultural Policies, is considered as the global reference point for the best organic extra virgin olive oils. !This year, more than 425 organic olive oils from 17 countries were submitted to be judged by an international panel of 26 judges. !The oils undergo rigorous chemical tests by qualified laboratories and only the highest quality olive oils are tested by the judges for their organoleptic characteristics to produce a complete reliable and updated overview of the organic olive oil worldwide sector.


Security features for in-store promotions and traceability

Security hologram with unique serial number. – It is very important to us for the customer to have all the

information about the olive oil. The serial number allows the customer to know where and when the oil was produced, bottled and sold.

– It also allows the customer to register to our members area and receive inspiring recipes, special offers, test new products and news about our olive oil.

!QR code that directs the customer to a microsite with all details of the olive oil. – Even before the customer buys Poe-tree Premium Organic

Extra Virgin Olive Oil, she can have all the information at her fingertips. She can scan the QR code in the bottom of the box with a smartphone and see when and where it was produced, the chemical analysis, and the organic farming certificates.

– The microsite can be customized to include in-store promotions and/or promotional material specific to each point of sale.

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Web Site

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Home PageRegistered area with Recipes

and offers for customers



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INSPECTION & CERTIFICATION ORGANIZATIONOF ORGANIC PRODUCTS

38 Aristotelous Str., 104 33 Athens - GREECETef .; OO3O 2LO a2 24 3A4 Fax O03O 2LO 82 Lg LL7, E-mail: [email protected], Website: wrury,dionet.€r

Reg. Numb erz 15414-l/13

PLIANCE W

Operator's full name M IC H ALA RAKOS D/ON/S/OS Fiiiitei'its Name GEORGIOSAddress' KRES/VAS 22 KtFtStA 14561 PidieciuiC, ATHENS,D|O's Co-dC 21051030457 RegiCttetion

Deta November 2$n 2003

OPERATOR'S PERSONAL DATA

DIO, Inspection and Certification Organization of Organic Products, accredited by the Hellenic Ministry of Rural

Development and foods under the decision number: 305612 (Gov. Journal: l082l11-06-2008), upon providing this

Affirmation of Compliance, states that the above mentioned operator is fulfilling the requirements of the EU Reg.834/2007 and all of its amendments thereof, since the Registration Date regarding the below mentioned operation

* O.P.: Organic PhaseT.P.: Transition PhaseI.F.. Inspection Phase

This document cannot be used as a Product Certificate.Only the Original is valid.

Responsible

Maria Tsou MavropoulosDepartment

Issuing Date: September 4'h 2013

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iiaci"$imnDnie fi;T*t:;",:. -""'

MBSSINIAS LOGAS KARDAMIS OLIVE TREES 20 o.P. November 25'n2003

November 25'n2003 312-078-5330-040

K.E. 4l l -91lEN 03/01-08-2008

uction

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DIO Inspection and Certification Organization of Organic Products, accreditedby the Ministry of Rural Development and Food according to the decision305612 (Gov. Journal: 1082/11-6-2008), certifies that the Operation:

GR.-BIO-01

ADI}RESS

NAME MICHALI PHILIPPA22Kresnas Str., Kifisia 145 61 GR210s1130048

2llt2l20l2

04t09t20r304t09t20t3

Dto aoDEEEG.IS E Tl0ryrr:L:,i :ii D-d-'T-,t ,..:.=::--

has satisJied the requirements of Reg. (EC) 834/2007 and all of its modifications thereof,regarding the following procedures and products:

PRODUCT ACTIVITY CERT. DATE10.41 OLIVE OIL TRADING 2t/[2/2012

This Document is issaedfor every legal use, exceptfor trading parpose.

Only the original is valid

_ 15373-3/13Date of Issue:Valid Since:Valid Until:

In Charge of Iss Nikolaos Derm

Code: 4'l 1 -93/03/01 -08-2009

38 Aristotelous ltr, 104 33, Athens, 6reece, Tel: +30 210 8224384, Fa* +30 210 8218117, E-maih info@dionetgr, www.dionet.gr

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Organic Certification for Olive Oil Trading

Organic Certification for Olive Oil Production

Poe-tree Olive Oil Analysis



Agenda


Contact usSakis Michalarakos !Inspirational Foods 22, Kresnas Street 14561 Kifissia GREECE !Tel: + 30 213 024 0641 Mobile: + 30 6944 560010 [email protected] www.poe-tree.com

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mailto:[email protected]

http://www.poe-tree.com/

Poetree company presentation 2014

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