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It’s All in the Numbers

It’s All in the Numbers. DatePac Sales Meeting 10.18.2013. Before we start on the Fresh Date Category specifically…let’s talk about what’s happening in Produce in general…. 4 Regions, 9 Sub-Regions. Medjools Continue to drive the Dates Category Growth.

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It’s All in the Numbers

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  1. It’s All in the Numbers DatePacSales Meeting 10.18.2013

  2. Before we start on the Fresh Date Category specifically…let’s talk about what’s happening in Produce in general…

  3. 4 Regions, 9 Sub-Regions

  4. Medjools Continue to drive the Dates Category Growth

  5. Medjool Share of Dollars and Volume are not aligned…there is money to be had

  6. While Medjool distribution contines to grow… There is still opportunity for additional placements

  7. Medjools are closing the Gap on Deglet dollar velocity

  8. Medjool dates have a strong base year round, while deglets are still very seasonal Current Year Current Year

  9. The Bard Valley Natural Delights Brand is Dominant and Growing Growth of over 40% in Share of Dollars and Volume vs YAGO. Bard Valley Medjool Dates share is over 65% in both areas

  10. Bard Valley continues to grow faster than any other major brand while Sundate and Caramel Natural decline significantly

  11. Continued growth in Distribution is clearly driving the category Bard Valley gained more points of distribution than were lost by our Competitors which lead to category growth

  12. NATURAL DELIGHTS IS THE TOP MEDJOOL BRAND IN TOTAL US AND EVERY REGION

  13. NATURAL DELIGHTS IS THE TOP MEDJOOL BRAND IN TOTAL US AND EVERY REGION

  14. Consistent velocity across all regions shows there is a consumer base across the country to tap into

  15. Natural Delights velocity is significantly stronger than our competitors

  16. Natural Delights velocity is significantly stronger than our competitors

  17. Natural Delights Date Rolls growth continues to grow, although at a slower pace

  18. So what does this data show?? Here are some key message summary point to make with your customers: • Medjool Dates are a growing entity with the dates category, and deliver a higher dollar ratio than deglets. Retailers should be reminded that the bringing ND Medjool dates in place of deglets will result in greater velocity overall • Bard Valley continues to experience over 40% growth in dollars and volume vs YAGO, and today represents over 66% of the total Medjool category in same. This is based on our product quality, availability and consumer marketing campaigns to drive awareness sales • In the Medjool Category, Natural Delights velocity numbers are significantly higher than any of our competitors. Velocity is based on Price + Volume. More consumers are looking to buy our products more times per year.

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