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Grocery brand management

Bringing out food products from Earth's cleanest locations to US natural food market

Business, Food
996 views
Raised: 4 044
Token Price: 4
Investors: 3
0.08%

"Liberty Trade Inc." brings out food products from Earth's cleanest locations to promote well-being and disrupt the big food market. Innovative products and brands we create, manage and sell bring an average of 76% of annual ROI.

Purpose of Investments

Purpose of Investments is:

 - to adapt best raw food products found in some of the world's cleanest locations to demands of middle-class consumers and upscale natural food chains, thus creating new valuable grocery brands;

 - to finance market entry of these products into North America's largest natural food chains;

 - to drive further distribution and sales expansion that will generate increase in royalties received by the company from management of own brands.  

Token Sale/Investor relations

1) Liberty Trade Inc. aims to issue 250 000 preferred stocks

that are represented by 1 250 000 tokens priced 4 USD per token.

2) Token holders may convert their tokens to preferred stocks

at a ratio of 5 tokens per 1 preferred share and vice versa.

3) Liberty Trade Inc. will distribute 40% of company's annual net profit among holders of preferred stocks.

 

4) Holders of preferred stocks can convert their preferred stocks to common stocks.

Business model consists of three main stages:

I. PRODUCT DISCOVERY

Our procurement brokers search the entire world to find best natural foods produced in ecologically cleanest locations (Eastern Europe, Central Asia, Eurasian North and everywhere else). Producers of these foods grow them with care and love, although they are often not that savvy in playing the corporate big food game.

II. ADDED VALUE

Our product directors adapt raw products to the very current demands of middle-class consumers and food distribution channels. We create hottest independent grocery brands that disrupt traditional product categories and compete against the big food corporations. The value added on this stage turns a "raw" inexpensive product into a "premium natural food" brand that yields high profits in the form of royalties. 

We follow the fair trade ethics code, hence producers of the food products always get their share in the distribution of royalties from the newly created grocery brand.

III. MARKET BREAKTHROUGH

The products we have discovered, re-branded and are marketing are being sold by some of the main US natural food retailers and distributors:

- Whole Foods Market

 - UNFI food distribution

 - Amazon

 Total coverage: 40.000 stores across North America.  



Current products and brand portfolio includes:

I. CRUNCH INSTINCTS

 - CHIPS FROM EARTH’S ECOLOGICAL RESERVE

SIMEX

World’s first food product certified by an international environmental protection organization

Product origin: North Caucasus

Release date: April 2019

 Interest and preorders from: Ardy Fisher Distribution, Starbucks, CarreFour and more

Anticipated sales: 25 million units/annum

II. BRISLING SARDINES

AMERICA’S FIRST TARGETED CANNED FISH PRODUCT

SIMEX




www.brislingsardines.com

Product origin: Northern Europe

Release date: July 2017

Sold by: Whole Foods Market, Amazon, UNFI, Fair Way, Kings and more

Units sold: 16 million

III. "I'M VEGAN"

 - HOTTEST NEW MEAT AND DAIRY-FREE PRODUCT

SIMEX

Product origin: Northern Europe

Release date: late 2018

Sold by: Ardy Fisher Distribution

Anticipated sales: 7 million/annum

Finance Plan

I. REVENUE

Revenue of the project comes in the form of the royalties received for every unit of the products sold for every brand owned by the company.

 Volume of royalties is:

  • 6% x product retail price 

Current average retail prices of products in company's portfolio are:

  • Crunch Instinct crisps: 2,49 USD
  • Brisling Sardines: 3,49 USD
  • I'm Vegan pates and souffles: 3,49 USD

SALES VOLUMES

Sales forecast is based on historic performance of own brands and retail outlets the company has been dealing with in the past. Sales forecast for new products is being calculated:

number of supermarkets covered x average sales velocity of the category in the particular supermarket x 365 days

SALES FORECAST (all brands)

2019

Unit sales: 6,5m 

Royalties:  $1,23m

2020

Unit sales: 27,5m

Royalties: $5,21m

2021

Unit sales: 50m

Royalties: $9,48m

2022

Unit sales: 95m

Royalties: $18m

2023

Unit sales: 140m

Royalties: $26,5m

II. COSTS

Structure of costs consist of:

1) Product creation, brand registration
(25% of the budget)

2) Product market entry, listing with federal distributors and retailers

(30% of the budget)

3) Product market coverage expansion 

(40% of the budget)

4) Company management expenses and overheads

(5% of the budget)

Management

I. LEADERSHIP

PRESIDENT

Nikita Kellermann

Managed and led M&A projects for top food and pharma brands

MARKETING STRATEGIST

Alexander Rubin

Developed marketing strategies for over 50 brands, of which 15 were acquired by the big food companies. Formerly employed by McKinsey

HEAD OF SALES

Agnes DeLatoni 

Product director of breakthrough brands including: "Brisling Sardines" and "I'm Vegan"

HEAD OF PRODUCTION MANAGEMENT

Alexey Mikhailov

Managed innovative grocery product development for over 20 manufacturers, including 3 own production companies

II. STRUCTURE


i. President

1. Procurement division (raw product discovery)

2. Product development (technical alterations to the product, US certification, branding)

3. Sales (direct sales to distributors and retailers)

4. M/A (selling brands)

Market and Competitors

I. MARKET VOLUME AND DYNAMICS

North American natural food market is currently valued at over 200 billion USD and is the fastest growing market segment. The anticipated annual growth hovers above 7%/annum:

data:  https://www.statista.com/forecasts/311107/us-supermarket-and-other-grocery-store-sales-forecast-naics-44511

Food products for vegans and ecology enthusiasts are in highest demand by consumers and retailers alike:

data: https://www.forbes.com/sites/katrinafox/2017/12/27/heres-why-you-should-turn-your-business-vegan-in-2018/#53ffa51e2144

II. KEY COMPETITORS

https://www.acosta.com/

https://www.crossmark.com/ 

https://www.advantagesolutions.net/ 

Risks

KEY RISKS INCLUDE:

1. Big food company makes a move in the segment we have chosen with a similar concept

counter tactics: being a dynamic small business we are able to re-work the product concept, adding unique specs (like unique certificate) in a matter of 4-6 months

2. Market trend makes a sudden steep downturn

counter tactics: we change product SKUs and re-position the brand within 12 months

3. Manufacturer of the product breaches the contract/fails to deliver

counter tactics: third-party claims are insured by the respective insurance. We are able to relocate the production of the product within 3-4 months

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