From Food Idea to Local Food Shelf Presentation of Aug 2014

Food Idea to Local Food Shelf
A New Way to Grow Your Food Company

Agenda
• Introductions
• The Responsible Food Entrepreneur - Kimberly Albright - Whole Foods Market
• How to Avoid the 4 Pain Points of Starting a Food Business - Food Centricity
• Introducing LA Prep - Launching in January 2015
• Food Maker Hub - Successfully Growing your Food Business
• Q&A
• Meet & Greet & Compass Call Sign ups

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The Responsible Entrepreneur
Toward a regenerative Ecosystem

•The Emerging Entrepreneur
•The Marketplace Today
•The Responsible Consumer

The Food System
Production
Consumption

The Food System
Production
Consumption
Distribution

The Food System
Production
Consumption
Distribution Processing

The Food System
Production
Consumption
Economic Vitality
Resource !
Mgt
Access

Production
Consumption
Economic Vitality
Resource !
Mgt
Access
Security
Nutrition
Justice
The Food System

The demand for locally grown food is increasing, but
current production cannot meet the current demand
10 Million people live, work and eat in LA County. Over 80 types of food crops are
grown in the state of California at 81,000 farms and are valued at $43.5 billion
The LA Food System

The Emerging Food Entrepreneur

The Marketplace Today
•Why?
•What?
•For Whom?
•Where?

•Why?
• Why am I Here?
• Why Do I Want to Sell?
• How Much Do I Need to
Make?
• How Much Do I Want to
Make?

•What?
• What is my Product?
• What is my Category?
• What is my Price?
• What are my product’s
Benefits?

•For Whom?
• Who is my consumer?
• What are her needs?
• How does she make a
purchasing decision?

•Where?
• Farmers Market
• Grocery Store
• Specialty Store
• Online
• Foodservice
• Pop-up Venues

• Commodities
• Price point driven
• Basics - One size / flavor fits all
• Pantry Staples - Same
• Specialty - Desire Driven
• Trends
• Health
• Local
• New - Missing - Better
• Flavors - World Food / Regional
• Story - Emotional Appeal

Sourcing and Servicing within your Community

Conscious Capitalism & The Entrepreneur
• Responsibility
• Community
• Transparency
• Resource Management
• Making money and a difference
• It can be done and to your advantage

Upcoming Events
• ! Sept 13 - Local 102 and 103 - 9:00am - 4pm - Orange County!
• ! Sept 27 - Local 101 - 9:00am -11:00am - WFM Tustin!
• Oct 18 - Local 102 and 103 - 9:00am - 4pm - San Diego

It is up to you!!
! Stay Informed! Know Yourself! Make a Difference

How are we doing?

Michel Algazi
Robert Gonsalves
Greg Yudin

Food Centricity - Food Business Accelerator

Food Centricity & 4 Pain Points Model

Avoid the 4 Pain Points and
be Retail Shelves Ready

What we’ll cover
PROBLEM: 4 Pain Points
SOLUTION: 5 Key Steps
METHOD : Food Centricity Model

Question:
What have you found hardest
about making food products?

Time To Market

Costs of Ingredients & Services

Access to the Marketplace (Sales)

Where do these lead?
Late products that costs too much that
you cannot sell or get distributed?

No Capital and Investment - CLOSED

In the Market Sooner

Product Engineered to Scale

Product Ready for Local Shelves

Where do these lead?
In the market sooner, engineered to scale
and local shelf ready?

What
... would YOUR business look like if you
could avoid the Four Pain Points?

1 | Begin with the End in mind Know what kind of business
you want to end up with

2 | Speed to Market Wins Quickly build BOTH a great food
product and a great business

3 | Love Your Scale
Organize your ingredient
supply chain when developing
your product

4 | Sell Each Product Twice You have to sell BOTH to a buyer and
then to the consumer

5 | Investment is served cold Investors look for great businesses
not great tasting products

What
... step was most valuable for your
business?

How to get It Done...

3 Elements of a Successful Food Business
PLAN
BUILD
Professional
PRODUCTS
Home Made
CUSTOMERS
Liquid
Expanding
BUSINESS SALES
GROW
Drain
Infrequent

$333k to $667k Expansion
Profitable Growth
National Presence
Business Scale
Regional Roll Out
Costing & Sourcing
Product Concept &
Market Testing
$83k to $333k
$25k to $83k
$5k to $9k
$1k to $5k
0 to $1k
Food Centricity Growth Stages
Sales / Month Stage
Exit / Acquiring
Significance
Success
Scaling
Stable
Survival
Start Up
Starting / Stalled
$9k to $25k

How
Could this give you an accelerated
advantage?

Next Steps

Whole Foods 101 - 104
“The gold standard for
building a retail ready
Product”
LA Prep
LA County’s epicenter of
food innovation
Food Centricity
15 Minute compass call!
“Placing You on the Right
Step of the Food Centricity
Idea to Shelf Process”!
!
CLASSES STARTING IN
SEPTEMBER!

Giving L.A.’s great emerging food makers a place of their
own, where they can achieve new levels of success, creativity
and interconnection.!

• 56,000 sq ft space!
• 49 Individual, fully permitted (wholesale) food maker spaces rented by
the month (yearly contracts available). USDA / Organic certifiable!
• 13 Gluten-free kitchens!
• Two catering kitchens!
• Private and shared storage (dry, chilled, frozen)!
• 3 loading docks!
• Wet / dry packing room!
• Classroom / teaching kitchen!
• R&D Kitchen!
• Co-working and meeting office space!
• Shared equipment

Q&A
What did you learn?
What will you use?
What would you like to share?

Upcoming Events
! •! Sept 13 - Local 102 and 103 - 10:00am - 4pm - East End Kitchens - Santa Ana!
! •! Sept 20 - 9:30am-12:30pm Branding and Packaging Workshop - HUB LA!
! •! Sept 26-27 - Food Entrepreneurship Workshop - From Recipe to Retail - Chapman University!
! •! Sept 27 - Local 101 - 9:00am -11:00am - WFM Tustin!
!•! Oct 18 - Local 101 - 9:30am -11:30am - Food Idea to Local Food Shelf - San Diego!
! •! Nov 7 - Food Hackathon - San Francisco!
! •! Nov 11-12 - Seedstock - Los Angeles

Meet & Greet
LA Prep Interest Form
Compass Call Sign Up

From Food Idea to Local Food Shelf Presentation of Aug 2014

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