Team InfoWhat We Are About

Truly Raw Gourmet is an innovative raw organic food company that is committed to the health of our body and planet in a fun and

inspiring way.  

Kippy Miller & Max WolfOwners & Creators

Truly Raw Gourmet326 Lincoln Blvd.Venice, CA 90291

 310-399-4871www.trulyrawgourmet.com

www.facebook.com/TrulyRawGourmetSorbetwww.twitter.com/WeAllSorbet

Contact: Kippy Miller

Targeting the Problem Living our Values

What we make is truly unique; it is the first frozen dessert to combine all raw and organic coconut cream and fresh fruit,

sweetened with Raw Honey, in eco glass packaging. We have defined two major problems in the use of petrochemicals

in the food manufacturing industry:

PackagingWe saw when we started that frozen dessert is all packaged in petroleum wax covered cardboard that leaches petrochemicals into the body and into the soil. These containers are not fully recyclable, being rejected by recyclers as treated cardboard.

Millions end up in landfills each year. Frozen Manufacturing in particular does not offer any packaging that is free of petroleum based materials. This is due largely to

the fact that frozen has large fluctuations in moisture and temperature that manufacturers believe require wax lined/plastic

substances. One substance however is the exception to that observation...Glass.

Production We also knew that the food manufacturing industry uses a

tremendous amount of plastic/petroleum based products in their food production. Food is shipped, stored, and processed in

plastic. This is largely due to the fact that manufactured food is not locally produced and thus relies on large volume to be cost

effective. This manufacturing volume creates millions of petroleum based products a year that end up in landfills and the

environment.

We realized that solving this problem was a natural extension of our already held values and our desire to create something

beneficial to us and our planet, thus…Truly Raw Gourmet was born.

Solving the Problem One Jar at a Time

With the curent industry problems in mind we embarked on a mission to create a company that embodied the philosphy of:

Health for the Body ~ Health for the planet Having Fun ~Inspiring others

We solve the problem by demonstrating that glass can be used in food manufacturing both during the processing and in the final packaging.

Packaging and Education Truly Raw is setting the example that frozen products can be packaged in

an eco material, such as glass, while still being affordable to the consumer. We are proving that these products can be manufactured in an

affordable and profitable manner that has a high ROI and creates a demand for healthful eco products. We are educating consumers about the benefits of glass and re-using in addition to recycling. Thru product demos

we are able to speak to the public one-on-one and promote the use of glass while educating people on the toxicity of plastics in food. On our

website it says, “Look for the Sorbet in the Glass Jars”. We reuse 10% of our jars by encouraging people to “return 12 jars for a free sorbet”. This

return/rewards program is printed on our labels, promoting the idea of re-using. Many of our customers, never realizing it was possible, are

delighted to see ice cream in glass. By choosing to use glass, thousands of petroleum based containers have been kept out of landfills. We have

created and developed a process that allows this to be accomplished in a safe, affordable, and effective way

Manufacturing and ProductionWe also are tackling and solving the problem of the extensive use of

plastics in the manufacturing production process. We use Glass in many stages of our production. Raw materials are stored in glass, such as

coconut cream, lemon & orange juice, ramon nut powder, etc… The sorbet mixture is marinated in glass gallon containers for 24 hours. This is

healthier in that there is no plastic leaching into the sorbet, and no plastic is being used or wasted. Our Glass jars are delivered in cardboard boxes we re-use and recycle, and we deliver our sorbet in reusable coolers for

deliveries rather than wrapped plastic. We are constantly looking for new ways to decrease the use of plastic at all stages of our manufacturing.

In many ways when we started we did not know any of this. We just thought...Who do we want to be? How do we want to contribute to our

world? And what do we believe in? and the answer came to us. Glass

The Money How We Make it Thrive

Truly Raw sells a full line of ten flavors of amazing raw coconut based, raw honey sweetened, organic non-dairy ice creams. We are the only frozen dessert manufacturers to use pure raw coconut cream and raw honey. This coupled with the

fact that we are the only one to package in glass gives us a decided advantage.

CustomersWe have a strong specific marketing angle for those seeking something truly great

tasting and unique. People looking for a dairy free alternative, as well as people looking for a healthy sweetened dessert that is sugar free. The sorbet appeals to the consumer

seeking something that tastes great and is a low calorie. We have a strong niche market of loyal followers. Our primary customer profile is single women and men 22-42. We are planning additonally to come out with more products geared towards mothers

and families, as kids love our sorbet. We market our sorbet on our website and marketing materials as “Look for the Sorbet

in Glass” to make it easily distinguishable and immediately recognizable, as it is currently the only product in glass in the frozen section.

Current Stores We sell our sorbet in glass, by the case, to the following stores:

Whole Foods Market-Los Angels– 20 stores, Jimbos-San Diego-4 stores,

Lassens Markets in Los Angles-4 stores, Mothers Markets Orange County-4 stores,

Co-opportunity- Santa Monica CA, and

PC Greens-Malibu CA. We are currently in 34 stores and soon expanding into Northern California.

We also sell Raw Honey Lemonade and Raw Honey Mustard to local independent stores and restaurants, all manufactured/packaged in Eco glass as well.

 

 

Our Technology The Systems We Innovate

We have a very simple operation. We still do much by hand. Our technology is an “old school one” of supporting the local economy, making small batches by hand,

using only fresh ingredients. This contrasts with the majority of the food manufacturing industry, which is based on the concept of large mechanization to keep costs super low, in which human hands hardly touch the food we eat, and

source products are dehydrated, powdered, or frozen in order to maximize low cost of goods on a large scale. Our Technology can be broken down into 4 areas.

1) Freshness-As a locally based company we start with fresh & organic ingredients; ripe strawberries, locally grown lemons and oranges form Topanga Canyon, and coconuts from Mexico. We cut and blend our fruit and mix our batches, which are poured into glass gallon jars and stored until ready to freeze in a Gelato machine.

All our sorbet is packed by hand individually in glass jars.

2) Coconut Cream Production-The major part of our Technology lies in the process we have developed to produce rich healthful delicious coconut cream. Over 4 years we have developed a process of taking organic mature fresh coconuts and processing

them on specialized “shredding and creaming” equipment that produces a rich, creamy deliciously flavorful coconut cream. These coconuts are processed on

stainless steel equipment. This is the cornerstone of our operation and what truly sets us apart. It is a technology that still has many manmade steps along the way.

Each coconut is tested for quality and purity before using and a very specific temperature and process flow is required to produce the most fresh and stable

cream product.

 3) Honey- Honey is natures only unadulterated sugar. Its creation and harvesting is a complex process with many variables. As a company that uses raw honey we are now in R&D to raise our own beehives in an eco friendly, treatment-free, pristine

environment. This process will yield excellent honey at an affordable price for manufacturing. We are researching modern and ancient technologies for tending

bees that interfere as little as possible in their lives, while allowing them to be healthy and productive.

4) Glass- Packaging in glass is a major part of our technology. We have practices in place for the handling, storing, and using of glass jars. We recycle and re-use the cardboard boxes they are shipped in. We have a label machine designed to label

glass jars.  

Marketing and Sales Taste the Difference~Feel the Difference

  In-Store Demonstrations We currently employ a basic marketing strategy of in-store tasting demos,to get us face to face with customers. We have found that dollar for dollar our efforts are maximized by a direct personal approach explaining the specialness of what we do. We plan to

expand this strategy and assemble an educated enthusiastic demo team that would be a strong force. These demo teams will educate and inspire consumers on the benefits of the sorbet and its glass jar. Each demo team would be assigned a group of stores which they would focus on exclusively, and have a small share of those store sales.

This will encourage them to promote the sorbet and keep on top of sales. These demo teams would require the proper marketing materials: demo table banners, T-Shirts that

say”Look for the Sorbet in Glass”-, coupons, etc…. This strategy of ground level demos, person to person, we have found to be the most effective and powerful way of

marketing. It expands our sales and educates our customer base.

Billboards Our facility on Lincoln Blvd. in Venice, CA has a huge storefront glass window, 19 feet long by 10 feet high, that we would use as a giant billboard advertising our Sorbet and and emphasizing the “Look for the Sorbet in Glass”. This motto is a simple strong one that makes us immediately identifiable and at the same time educates the consumer to

the alternative possibilities for frozen foods.

 WebsiteA full interactive website will be developed that focuses on the health and eco aspects of what we do. One very cool idea we have had is that each UPC code could be entered

on our site and immediately take the viewer to an interactive demo or video of the entire process of how that flavor was made. Our website would also have a section

with links to other sites that inspire us by their conscious manufacturing practices, as well as restaurants and small local vendors that also support the value of wholesome

farm-to-table (or farm-to-jar in this case) food served in an eco-conscious manner.

Jar Return Program  We have already begun implementation of a program by which loyal customers can

drop off 12 jars of sorbet at our kitchen in Venice and get one free. This offer is printed on our labels. This program allows us to have a more direct interation/communication

with our customers, and to deepen our eco-commitment by re-using glass jars. Here's an example of our labels

 

Our Competitors What we Do to Stand Out

We try not to look at it as a competition. We all bring something special and unique to the table. We prefer instead to focus on what we do, and do it well. There are companies that make coconut based frozen desserts, such as Coconut Bliss, So Delicious, and Julies. There are companies that make raw frozen

desserts, such as Organic Oasis and Cashew Nectar. Organic Oasis and Cashew Nectar are raw, but not coconut based. Coconut Bliss, So Delicious, and Julies are coconut based, but not raw.

We are the only company that makes a Raw Coconut Frozen Dessert. There are 5 major distinctions that separate us from our competitors:

We Use Raw Coconut Cream We use 100% Coconut Cream. It is pressed from the rich meat of Organic Mature Coconuts. Our

competitors use a mixture of meat and water. After pressing, the Raw Coconut Cream is so thick and rich and creamy it tastes like ice cream. In its raw unheated form, it is full of healthy living enzymes that help digestion, and raw saturated coconut fats essential for brain health and body function. Many parts of the

world have long known the amazing benefits of coconut meat. 

We Use Raw Coconut Water Instead of WaterAll the coconut ice creams and sorbets on the market have water added to them, sometimes good filtered

water yes, still water. This lowers costs and adds volume. In fact traditional sorbet is made with a water/sugar base. We make our sorbets with Coconut Water. Every single coconut is taste tested for purity and then drained and used in the sorbet. Our sorbets have No Water Added at all, so you are

getting 100% food. Coconut water additionally is high in electrolytes and incredibly hydrating…try our Strawberry Lemonade if you want a hydrating treat.

 We Use Raw Honey as our only Sweetener

We are the only company on the market to exclusively use Raw Unheated Honey as a sweetener. The sorbet base is a coconut water/honey mixture rather than water/sugar. Raw honey is a sweetner that is unprocessed, unheated, and untreated. It has many beneficial properties that support body heath and functioning. Raw Honey has been used for centuries as a sweetener, and to heal the body. It is full of

beneficial enzymes and nutrients. We absolutely love it. In fact one of our long term goals is to raise our own hives that are treatment free and ethically treated to create a more tasty and healthful honey.

 We Start with Fresh Fruit, Never Frozen

While it may seem strange to use fresh fruit in a frozen dessert, we believe it is healthier and more flavorful. As far as we know all frozen dessert manufacturers use frozen fruit as a base, as it is less

expensive, easier to get, and more consistent in its flavor. However, it never felt good to us to rip open a platic bag of frozen fruit that was picked and shipped months ago. Instead, we use fresh local

strawberries, local oranges and lemons we juice ourselves, and of course fresh organic coconuts. As all great chefs say, taste comes from the quality of the ingredients you start with.

 We are the Only Frozen Dessert in Glass

We are the only frozen dessert company to package in Glass. We use 9oz Glass Jars with metal lids. This is better for health. This is better for our ecosystem. Plastic lids on containers additionally

contribute to the plastics in our bodies and environment. Using metal lids means less petroleum in the environment.

Using glass ensures that there are no petroleum by products in food, as Glass is inert, and is fully recyclable-re-usable. Not too long ago much of what we bought was in glass containers. As an innovator

our intention is to inspire more manufacturers to start using Glass again as their primary packaging.  

 

The Team Passion and Talent

KIPPY MILLER- FOUNDER & CEO Sweet southern hospitality is what Kippy Miller is dishing up as the founder and owner of Truly Raw Gourmet. Born and raised in a small town in Texas, Kippy grew up hand-making treats on her grandmother’s farm. No meal was complete without something sweet, so they always found farm fresh goods to whip up into dessert. Depending on the season, this could be fresh peache ice cream churned in an old barrel with rock salt, or a fresh blackberry pie. Thus Kippy’s love for desert was born. Four years ago she discovered raw organic foods, which totally transformed her vision of food and wellness. What particularly inspired her was the possibility of being able to enjoy sweet treats that would actually be good for the body, while having the opportunity to talk to people about food and health. She was inspired by the idea of desserts as a great way to get people on the path to healthy organic food. 

MAX WOLF- FOUNDER & VP of OPERATIONS Max Wolf has been in the raw organic food business for over 7 years. In

2004 he started Mama Raw, a family business that made fresh fish ceviches, organic vegetable juices, and raw desserts that were sold to local stores.

Now, eight years later, he is highly knowledgeable about food and still passionate about the ways that food and health are inseparably linked. A strong advocate of the use of unheated honey as a healthful alternative to sugar, in 2008 he and Kippy expanded Mama Raw to include honey sweetened organic ice cream, which ultimately led them to the creation of Truly Raw Gourmet Sorbet. In their quest for a dessert that could be

completely delicious & nutritious, they abandoned standard methods of using cheap sugars, fillers (such as guar gum), and water as the "bulk" of sorbet. Max is passionate about creating foods that are made with integrity and contain only nature’s essential ingredients.

 NATHEN FOX- CFO

Nathen Fox is a brilliant financial manager. His company outsouces CFO, Controller, and Accounting Services. He is our financial advisor. His company, Sovance, provides a fully functional finance department (CFO, Controller Bookkeeper), remotely, virtually, and efficiently. Sovance brings sophisticated Finance and Accounting support to small and mid-size businesses. They provide the capabilities and scale that Fortune 500 companies have and require. They know that in order to succeed, a strong business partner is required to help them navigate all the complexities of their business and to do so with intelligence.

MICHELLE MASTER- OPERATIONS MANAGERThough Michelle grew up on a typical American fast food diet, extensive travels throughout France ignited her passion for creating beautiful, nourishing cuisine. Whether consulting with high profile chefs or preparing to launch her own gourmet cookie company in New York City, food was always a central part of her life. So were her health challenges, though, which led her to discover the raw food lifestyle in 2007. Meeting and learning from some of the foremost figures in the raw food movement, she enthusiastically adopted the lifestyle, but was left longing for gourmet cuisine. This fueled her desire to create raw desserts with the same “eyes rolling back in your head” appeal as the gourmet desserts she knew and loved. This quickly led to an apprenticeship at Wallse, a 5-star Austrian restaurant in NYC. Working alongside the classically trained pastry chef at Wallse and receiving accolades from the likes of Lou Reed and Natalie Portman encouraged her to continue to pursue her passion for creating beautiful decadent raw gourmet desserts. Her elegant, over the top creations established her reputation among those in the know as a sought after gem in her field.

The FinancialsBy the Numbers

Projected RevenueTruly Raw Gourmet has been in existence for 4 years. We have enough experience and

revenue history to accurately predict our future course. Based on our average growth we predict the following projected revenue over the next 5

years. These are extremely conservative numbers, and could easily double or triple by 2017.

Projected 5 Yr. Revenue

Year 1 (2013) Year 2 (2014) Year 3 (2015) Year 4 (2016) Year 5 (2017) 180,000 250,000 500,000 900,000 1,500,0000

Based on these projections we estimate that we will have expanded nationally by 2017 with an expanded product line still based on coconut cream and raw honey, and be in

over 250 stores. 

Customer BaseOur customer base in 2013 is expected to be approximately 2,000 Customers.

By 2017 we estimate we will have a customer base of 15,000-25,000 Customers.We expect that the average customer will go from buying 1 sorbet a week to 3-4 over the

course of 5 years. It will become a constant staple and brand in their household.  

Capital NeededWe started with $15,000 of private loan capital, and have raised an additional $35,000 in

micro-loans from friends and family over the last 4 years. This includes a $15,000 grant from family, and one low-interest investor loan of $20,000.

We project that to really expand to the next level we will need to raise an additional amount of $40,000 in Angel capital this year, with a second round of fundraising once

we go regional/national in 2015 of $140,000.  

We feel extremely confident that we can raise these funds for the following reasons:1) We have 4 years of being in business, while expanding and generating a profit.2) We have an in-demand product that is part of a rapidly growing non-dairy/raw market3) We have new product lines coming ou that will change the dairy free dessert industry4) We have developed a proprietary process for coconut cream

  

SustainabilityChanging the World One Jar at a Time

Our commitment to sustainability is in our extensive use of Glass in all levels of manufacturing. From production practices to the packaging of our final product in Glass. The food manufacturing industry is a heavy plastic industry. Bulk food is

delivered, stored, and packaged in plastics. We look for all areas of our business in which we can reduce plastic use or consumption.

In ProductsFrom the start we knew we were not interested in creating a company that contributed to

the world’s waste and pollution problems. We wanted to create something great that would also help heal and sustain the planet. The larger it grew the better for ourselves and our planet it would become. So we committed from the start to package our sorbet in Glass. We had been using glass jars at home for years, so it was a natural extension

of how we already live our lives. Packaging in glass just felt right. It was the only solution for frozen that was ecologically sound. As we mentioned earlier, traditional

cardboard frozen containers are lined with petroleum wax to prevent moisture build up. So we ventured into new territory. And have reaped the rewards of it. So many of our customers appreciate that we package in Glass jars. And we are setting the trend for

other frozen and food manufacturers..

Production LineIn addition to our end product we also reduce waste and increase sustainability in our production line. We deliver our sorbet boxes in reusable coolers for deliveries, rather than wrapped plastic. Most importantly our Raw Products are stored in glass as well. We store our finished coconut cream, lemon & orange juice, and our sorbet mixes in Gallon Glass containers. Re-using these jars cuts down on the plastic leaching into

foods, and reduce the overall consumption of plastic. The food retains its flavor better and lasts longer in glass. Is it sometimes difficult...sure, is it a little more time

consuming...sure… is it worth it...Absolutely!

The Future of our SustainabilityOur Goal in the future is to create a Zero Waste kitchen.

This would involve: Composting all food scraps- we are currently researching methods of Bokashi Composting, which is highly efficient and easy to manage; Utilizing spent coconut shells in an eco manner, whether it be turning them into mulch for gardens,

high energy charcoal, or coconut coir; and installing/utilizing sun energy systems to run our heating and power needs and sun heated hot water systems.

All very exciting stuff to look forward to.  

Our Current StatusPoised to Explode

Truly Raw Gourmet is currently in a great place. We have begun to carve out our solid niche in the marketplace, and are building a brand and name that people have come to associate with quality, taste, and health. As a result of our growth we have started 2013 with the ability to lower our retail price by 30%. This brings us from what was a luxury

priced item at $9.99, to a much more readily available $6.99 a jar. We anticipate this will cause an explosion in sales this year, as the biggest feedback we have had from

customers is their desire for more affordablity. We also have new professionally printed labels coming on line that are going to more accurately reflect our ethos, values, and point of view. Even the new black metal lids are creating a buzz. We expect to easily

triple production. As such we have also been spending some considerable time systemizing our production line to create a consistent quality product in less time. The $50,000 grant is coming at the best time possible. This grant will help catapult us to the

next level. It will allow us to invest in the following categories: (percentage of loan allocation indicated)

 Infrastructure- 10%

Invest in repairs and upgrades to current equipment Purchase new equipment needed for larger production

Purchase additional freezers to hold the volume of sorbet we anticipate 

Sustainabiltiy- 10%Implement our Sustainability Zero-Waste program

Invest in small equipment to process coconut shells 

Marketing– 70%The majority of our grant will go to this category. Ultimately it will give us the boost to

maximize growth. We would allocate the funds for this in the following ways:Train a Demo Team to educate/promote awareness of product & impact on sustainability

Create the marketing materials needed for Demo TeamsBillboard in our location viewed by over 10,000 cars a day that pass on Lincoln Blvd.

Create an in-depth Website that is interactive and educationalHire a PR firm to promote us to magazines and online publications

 Future Development-10%

We have some amazing new products that are in development and a portion of the grant would also be allocated to their further R&D

 We are so excited by the all the possibilities this grant will create. We are also proud and

exhilarated that our choice to remain sustainable and healthy will be rewarded and honored in such a meaningful way.

We thank you and look forward to furthering the conversation.With Fun and Health

Kippy and Max