This is a presentation about our Redbelly Blood Orange Business

1. 2017 Redbelly Citrus Programs

2. 2017 Program Update
• Focus will be on fruit from the highly
pigmented size band of 65mm to
75mm
• Total production of 1450 tonnes, up
from 1020 tonnes in 2016
• Availability for program - 1 August -
30 November
• Girsac film design to enhance
customer awareness and engagement

3. Girsac film for outstanding presentation
Including unique recipe ideas on pack
2017 Program Update

4. 2017 Program Update
• Redbelly is committed to promoting
the blood orange category
• Significant promotional and public
relations focusing on health benefits
• Brands can be licensed for other
vendors
• Keen to engage in supermarket
promotions as used in 2016 in our
Korean market.

5. 2017 Promotions Update
• Developing white paper on nutrition and
health benefits of blood oranges with leading
nutritionist
• Promotions onTV and other media including
• The Right Balance – Kathleen Alleume- Nutritionist
• Lyndey Milan – 3x Cooking Segments
• [confidential] lifestyle television program- filmed and
scheduled for early August
• Lots of emphasis on health benefits
• Printed Dump Bins with recipes and graphics

6. 2017 Promotion Update
• Halloween promotional
campaign
• Halloween themed dump
bins
• Instagram Competition
• Halloween recipes and
prop ideas – social media

7. Redbelly Citrus Blood Oranges

8. Blood Oranges -what are the differences?
• Highly seasonal, the pigment is
season dependent and only
available in a short marketing
window
• Extremely high health benefits –
akin to berries but with the
nutrients of citrus – a unique
combination
• Very versatile – used in cooking
as much as eaten fresh

9. Blood Orange Awareness
• Everyday consumer is more aware of
blood oranges than ever before
• “Masterchef” phenomenon
• Also steady increase in blood orange
flavoured products in past 5 years
• Common in yogurts, sorbets, juices
and soft drinks
• More products added annually

10. Health Benefits
• Highly Antioxidant
• more than 9x than Navel Oranges
• juice has higher ORAC than
blueberry juice
• Demonstrated Anti-Inflammatory
• Protects against UV damage /sunspot
development
• Prevents weight gain and other
metabolic effects
• Reduces the effect of pollution and
smoking

11. Snapshot of Australian Supply pre-Redbelly
• Planted throughout Australian
growing regions in small holdings
• Quality is varied depending on
location and variety types with
QLD fruit lacking internal colour
• Majority of supply during August
with quality and quantity tapering
off in September

12. Why Redbelly
• Consistently high pigmented fruit in high volumes over the full season from a
single supplier
• Strong brand recognition within industry
and with consumers
• Secondary brands for sub-markets and licensing
• Variety of blood orange products
• Marketing Support
• Access to scientific research and
curated content
• Access to 3rd generation Italo/Australian
family farming family identity

13. Redbelly Story
• 3rd generation citrus growers – 2
brother’s Anthony and Leonard and
cousin Vito
• Italian heritage including Sicilian
grandparents
• Growing, packing and exporting
citrus since 1960’s in Australia
• Dedicated and passionate about
blood oranges and their uses in
modern and traditional cuisines

14. Ideal Farm Climate
• Blood oranges require warm days and
cool nights to develop internal colour
(high diurnal variations)
• Only certain areas of NSW/VIC/SA
in a narrow geographical strip are
conductive to good pigment formation
(yellow areas = weather of Catania
Sicily, home of moro blood oranges)
• Redbelly Citrus orchards are situated in an micro-region that
matches the weather of Catania – maximising the genetic potential
of the variety

15. Orchards
• 40 Hectare- Largest plantings
in Australia/Southern
Hemisphere
• Farming practices specifically
developed to enhance
pigmentation
• Multiple varieties and
rootstocks to spread season
• 60% of Australian
industry

16. Production Area Hectares
Western Australia 1.5
MurrayValley 27.19
Riverina 53.8
Riverland 9.9
Queensland 6.4
Bourke 0.2
East Coast NSW 0.8
Australian Blood Orange Production

17. Season of Supply
Season is subject to season and availability
• domestic fruit supply - July to December
• export availability - July to October

18. Science of Blood Orange – VitaminRED
• Library of 124 Peer reviewed scientific
papers
• Wide range of subjects including
• Health benefits of blood oranges and
anthocyanins generally
• Treatments and storage conditions for
optimal preservation of flavour, aroma
and colours in fresh fruit
• Juice processing methods and optimal
conditions for storage and handling of
juice

19. Redbelly BRANDS
3 Brands launched
• 2011 - Redbelly - used on fresh
fruit cartons
• 2012 - RedOrange used on
Cordial, Marmalade
• 2014 – RedOrange used for
prepacks
• 2015 – SimplyRed used for girsac
prepacks

20. Premium Brand
• Redbelly is our premier
brand for premium fruit
for domestic and
export sales
• TM registered in AU,
CN, USA, CA, KR

21. Additional Trade Marks
• Australian RegisteredTrade Marks
• EatREDLive andVitaminRED
leverage off scientific studies
indicating health benefits to
consuming anthocyanins and
phenolic compounts present in
blood oranges in significant
quantities.
EatREDLive
VitaminRED

22. Redbelly Marketing
• Committed to boosting awareness and
sales in category
• Annual PR program
• POS Material
• In-Store Demonstrations
• Trade shows
• Events

23. RECENT MEDIA ACTIVITY

24. POS MATERIALS
• A4/A6 Posters for POS display
• Currently Redbelly branded but
can be rebranded/licensed
• Available in different languages

25. POS MATERIALS
• A0 sized posters and stand up
banners for Wholesale markets
• Each Redbelly carton contains
A6 promo card for use in-store
to help retailers
communicate internal
colour to customer

26. POS MATERIALS – Recipe Pads

27. Foreign Marketing

28. Social Media

29. Redbelly Events
• Sponsored themed dinners for public
• PR events
• Farm tours/open
days/pick your own

30. Blood Orange Juice
• Juice sector is major market for our
fruit.
• Sold in bulk (190L drums and 1000L
bladders) to juice companies and
gelato makers
• 2L Bottles (mainly for bars and
restaurants)
• 2017 – working towards a range of
pure blood orange juice and
blended juices for supermarkets

31. Blood Orange Juice
Bluddy
Pome
• 2017 – proposed new look
retail packs 1L (mock-up)
• ActiveJuice™ - functional foods
• 100% Australian product
• Variety of flavours including a
pure blood product
• Investigating reduced sugar line

32. REDORANGE PRODUCTS
• Award winning product
range available for cross
promotion.
• Marmalade
-2013 Silver Medal Royal Melbourne Fine
Food Awards
-2012 Silver Medal Royal Melbourne Fine
Food Awards
--2012 Silver Medal Royal Sydney Fine Food
Awards
• Cordial 2013 Gold Medal Royal
Melbourne Fine Food Awards

33. THANK YOU
We’d like to help Australia
GET BLOODY SERIOUS about
Blood Oranges