Company Overview

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Company Overview
A Subsidiary of Pacific Farms and Orchards, Inc.
of Gerber Ca
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The Management Team
Brendon Flynn General Manager
Jane Flynn Owner
Brian Kenny Sales and Marketing Manager
Pacific Suns Management Team is supported by the
able Staff of Pacific Farms and Orchards, as well
as by two Part-time employees and two
independent contractors.
The Pacific Sun venture began as a research
project in the Spring of 2001
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Goals and Objectives

• Create a differentiated product that can be sold
  outside of the normal
• cooperative channels
• Sell that product directly, if possible, to
  increase margins and add value
• to the operation
• Increase diversification of the operation and
  create opportunities for
• employees to learn new skills
• Create a channel for the sales and distribution
  of additional
• value-added, differentiated products
• Educate Consumers about from where their food
  comes
• Increase the profile of agriculture in our region

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Education - Working with Slow Food to Build a
regional food identity
Retail Sales - Whole Foods Market is the nations
largest Natural Foods grocer and growing at a
faster rate than WalMart. We are using Whole
Foods as a platform For increasing our regional
and nationwide distribution
Chef Direct Working with a number of James
Beard Award Winning Chefs as farm-direct olive
oil purveyors. The Chefs help build awareness of
our products and increase our visibility.
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Pacific Sun Product Line 2004-2005

• All Oils Are Sold In Bulk
• 1/2 Gallon Jug
• 1 Gallon Jug
• 5 Gallon Pail
• 55 Gallon Drum
• The 5 Gallon Pail Is Very Popular With Chefs

250ML Miss/Asc
500ML Woodson Bridge Sevilliano
500ML Miss/Asc
5000ML Riverview Ranch Tuscan Blend
Pacific Sun Tehama Cured Olives
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Target Niche
The small percentage of the population who cares
from where their food comes And is also
interested in who is growing their food and why
that person is growing food. These people want to
support local, producers, family producers, and
sustainable producers
Marketing Approach

• Pacific Sun will produce a high quality product
  that is usable and placed at a mid-range price
  point
• A gourmet olive oil for everyday use by ordinary
  people packaged in a user-friendly bottle
• A California Extra Virgin Olive Oil with a
  friendly flavor profile that
• will help to enhance any culinary dish
• Distinctive American style marketing
• A program that stands in contrast to European
  style marketing programs of the majority of
• California Olive Oil producers.
• Analogous to micro-brew marketing in comparison
  to wine marketing.

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Barriers To Entry Challenges Surprises 1
The Fundamental Question How Do We Get The
Product To Do The Consumer?
True, Different Story
Excellent Product
A Compelling Reason
A Purpose
Regional Store Merch.
Individ. Store Merch.
Brokers
Consumer
Natl. Store Merch.
Natl. Store Merch.
Distributors
Wants The Product
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Barriers To Entry Challenges Surprises 2

• Learning How To Make Your Product Efficiently And
  Maintaining Its Quality
• Staying In Business Long Enough To Make It
  Through The Lengthy Sales Cycle
• Maintaining Your Conviction In The Face Of
  Industry Scorn
• Treating Each Call As Though It Is The First And
  Most Important Call Of Your Life
• Creating Your Distribution Channel
• Finding Distributors Who Understand Your Company
  And Your Product
• Agreeing Upon Amenable Terms With Your
  Distributors And Customers
• Learning How To Drive Your Sales
• Creating Lasting, Respect-Based Relationships
  With Your Vendors, And Your Network

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Our Message
Think Globally, Eat Locally
Support Family Farmers
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Goals