Maple Leaf Poultry - The Prime Advantage Brock Furlong, President, Maple Leaf Poultry

Transcription

1 Maple Leaf Poultry - The Prime Advantage Brock Furlong, President, Maple Leaf Poultry 1

2 Brock Furlong President, Maple Leaf Poultry President, Maple Leaf Poultry since 1999 Joined Maple Leaf Foods in 1998 as Vice President, Marketing and R&D Multiple Tier 1 Package Goods Companies Johnson & Johnson, Quaker Oats, M&M Mars and Pillsbury Marketing, Sales & General Management roles in multiple categories 2

3 Presentation Objectives Provide a brief overview of the Maple Leaf Poultry business Provide a history of brand development within the Fresh Poultry category Review the category upside in both Retail and Foodservice for value-added offerings Discuss future opportunities for growth 3

4 Overview of Maple Leaf Poultry Business 4

5 Maple Leaf Poultry Poultry Processing Facilities Top 5 - Share Maple Leaf 15% Lilydale 13% Maple Lodge 10% Exceldor 10% Olymel 12% 15 % of Nat. 9 % of Nat. 3 % of Nat. 4% of Nat. 33 % of Nat. 28 % of Nat. Maple Leaf Poultry Processing Facilities 5

6 Maple Leaf Poultry Process 1.8 Million Birds Per Week 32% of Alta 52% of Nova Scotia & PEI 33% of Ontario Maple Leaf Poultry Processing Facilities 6

7 The Maple Leaf Poultry Supply Chain 100% aligned - feed and hatchery in Ontario & Eastern Canada 100% aligned - hatchery in the West Aligned through feed partnerships in the West Breeder & Grower Barns independent quota holders Further Processors Breeder Barns Hatcheries Growers Processors By-Product Recycling Feed Mills Customers & Consumers Maple Leaf Foods Participation 7

8 The Evolution of Branding in the Fresh Meat Case 8

9 Value-Added Chicken Segment Represents One-Third of Fresh Retail Sales Branded & Private Label Chicken Share of Total Retail Market Sales Dollars 35% 30% 25% 20% 15% 10% 5% 0% Case Ready Chicken Introduced Air Chill Prime Ont/Que Warehouse Club Distribution 1st Nat l ML Prime TV ad President s Choice Launch Prime Distribution gains at LCL / Sobeys ML Prime Naturally Launch Masters Choice Launch Source: A.C. Nielsen FreshTrack sales for period ending Oct 5, 2002 and reverse projections against MLP sales. 9

10 Maple Leaf Prime Brand Growth Through Innovation Strong innovation and brand building Key creative platforms as follows: Taste & Trim - Flav R Lok No Water Added All Vegetable Grain Fed No Animal By-products 10

11 Maple Leaf Prime Brand Television Creative Aerobics Brock Eats Prime Best in Show Recruit 11

12 Key Opportunities Selective industry consolidation Expansion of value-added offering Retail and Foodservice Innovation is King Benefit from Schneider Foods merger Optimize production efficiencies Business models are highly complementary Continue to leverage Six Sigma tool kit to drive cost advantage 12

13 Value-Added Segment Continued Growth Consumer recognition of value in branding has increased In 1998, 30% of surveyed shoppers said it was worth paying more for a brand name chicken In 2004, number rose to 42% of shoppers Maple Leaf Prime Naturally continues to lead the way in driving branded awareness In 1998, 15% of surveyed shoppers mentioned Maple Leaf Prime on an unaided basis In 2004, number rose to 34% of shoppers Significant upside remains (penetration and frequency of use) in value-added chicken category The share of commodity vs. value-added shows growth potential Commodity purchases 27% category share in one retailer vs 71% in another Sources: Chicken Farmers of Canada, U&A Study 2004, AC Nielsen Homescan

14 Schneider Foods Opportunities Provides a platform for production efficiencies 1.3mm+ birds per week in Ontario in three primary production facilities Schneider Foods facility has significant land mass for expansion Businesses are highly complementary Maple Leaf Poultry focused on fresh, value-added tray pack Schneider Foods focused on fully cooked foodservice and boxed retail opportunities 14

15 Summary Maple Leaf Prime Naturally is well-positioned to continue to drive category growth Innovation is key to ensuring continued growth within the premium segment Significant growth remains in the value-added segment Retail and Foodservice 15

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