AN INTRODUCTION TO MONTECORE SNACKS CO. , LTD. AND HIGHLANDS JERKY

By Montecore Snack Co., Ltd.

Section 1

The Product

Origins of Jerky

Comes from the Incan word “Charqui” meaning “dried meat”.

Essential source of nutrition for explorers of North America.

Popular American snack.

History Of Jerky

Photo property of Montecore Snacks – Anan Sukumpanumet

Definition/Attributes Nutrition

jer·ky  [jur-kee]. meat, especially beef, that has been cut in strips and preserved by drying in the sun; jerked  meat. –Dictionary.com

Product Category: RTE (Ready-To-Eat)- http://www.fsis.usda.gov/regulations/Compliance_Guides_Index/index.asp

Highlands Jerky Attributes: A high protein snack. Oven-baked (dried) not fried. Low in carbohydrate. A good source of vitamin B. A low fat snack.

Introduction to Highlands Jerky

Nutrition Fact for Montecore Jerky. Tested by ALS Laboratories

Highlands Jerky- Recipe

Highlands Jerkys Recipe: Was originally developed by Krit Sukawat who later collaborated with 5-Star chef, Champ Sirote, of Grand Hyatt Hotel (Bangkok) producing a uniquely American taste while only using natural ingredients. This recipe was later tested (bacteria and shelf life) and its production process was improved by the Food Science Center of Kasetsart University. The result is a meat snack with a water activity level under .69 that is naturally preserved to last well over six months.

Packaging

Packaging Specifications : -7 x 4 inch PET LL plastic pack. -Thickness- 100 microns. -Full color print.

Packaging Design:- Minimalist design with a hint of vintage.- Thai and English text. -Predominantly Texas Orange (burnt orange).

Product: Highlands Jerky

First commercial beef jerky product to be produced in a Thai FDA approved facility.

First commercial beef jerky product to be supported by the Board of Investment ( B.O.I. )

Photo property of Montecore Snacks – Krit Sukawat

Section 2

MEAT SNACK MARKET

Weaknesses of meat snacks in current Thai Market

Small RTE meat snack market.

Mainly squid and pork.

Short Shelf life.Mainly fried products.Products contain high

levels of fat.

Meat Snack Market in Thailand

Jerky Market - Insight

Jerky is has the largest market share in the American meat snack market. Estimated at 80 percent.

Big U.S. Jerky Brands are beginning to expand into Asian markets.

Jerky Giant, Jack Link’s can be found in Europe, Japan, Singapore, Hong Kong, USA, Canada, Middle East, Korea. It Thailand , it is featured in TOPS super market since September 2012 at the price of 120 baht per 50 gram bag.

Market Size Major Brands

According to the Agricultural Marketing Resource Center’s website:

“Retail sales of meat snacks in convenience stores reached $836

million in 2008.  Convenience stores account for more than 72% of sales

while grocery stores account for about 20%.  The Nielsen Company estimates that the total sale of meat snacks has

grown 65% since 2003 and has reached about $1.2 billion in 2008”

(http://www.agmrc.org/commodities__products/livestock/beef/dried_beef_industry_profile.cfm)

American Jerky Market- Insight

Future growth of Meat Snacks

Meat snack market will grow with the presence of Jerky.

75-80% of the US meat snack market comprises of Jerky.

Presence of Jerky in Thailand along with health conscious trend will increase the size of the jerky market.

Section 3

MARKETING STRATEGIES

Soft Launch Event at Sonic Ekamai- July 19, 2012

Launch Event

Social Media Marketing Through Facebook

We will link our events to our social media activities, Keeping the Highlands Jerky experience close and personal with our customers. We currently have had more than 360 “likes” on our page while our product has yet to reach the markets. ( Counterparts such as NK meat and products- producer of Mr. Capp, has roughly 50 likes) – August 11th 2012

Within the first week of launching our fan page – Our posts have reached more than 17,600 people and climbing. While almost a thousand people are talking about our brand. Others have voiced their anticipation of seeing our products in stores through post on our fan page’s wall.

Social Media Marketing

By sponsoring athletes, we hope to tap into one of our main target markets.

Athletes sponsored by Highlands are all high level athletes that compete at the international level.

Athletic Sponsorship

Fairs and Festivals

We set up out booths and music festivals which exposes the brand to another one of our target market; travelers. Since jerky is very shelf stable source of protein that can be enjoyed anywhere.Highlands also joins international school fairs, which are often events rich with people who are familiar with this product category

Outings

Section 4

The Company

THE COMPANY THAT BROUGHT YOU HIGHLANDS JERKY

Company Profile

Montecore Snacks Co., Ltd. is a Thai owned and operated American-style beef and pork jerky manufacturer. Our jerky is produced under the brand ‘Highlands Jerky’. We aim to bring to the market the largest imaginable range of dried meats processed in many styles and flavors. Our production facility, equipment, and production process is inspected and approved by the Food and Drug Administration of Thailand ensuring that our product is always processed in both a safe and hygienic manner. Our meat washed with carbon and UV filtered water and is dehydrated to have a water activity level(aw) of less that .75 making it shelf stable for well over half a year; satisfying the strictest of import requirements.

Traditionally, Jerky is sliced into thick pieces of meat that produces a product that is tough and, as the name suggests, “jerky”. Our R&D however have found out that thinner strips of beef are more friendly to customers who may have trouble chewing, such as those over 65 years of age. Our jerky therefore still retains the tradition western taste of jerky but is easier to consume.

Montecore Snacks Co., Ltd.

Montecore Production Facility

Location : 211/226 MuangThong 2/2 Pattanakarn soi 61, Pattanakarn road, Pravej, Bangkok , 10250.

Inspected and approved by the Food and Drug Administration of Thailand via SGS Thailand.

Request for assistance from BOI currently pending.

Corporate Identity

History-

In 2011, 21 year-old Krit Sukawat, founder and captain of the Chulalongkorn University Rowing Team, was training his team to compete in the 2012 Thailand University Games. He wanted to create a healthy snack that would not only reenergize the team during practice sessions but would also be a great source of protein that would help aid muscle growth. He developed a recipe for American-Style beef Jerky that became an instant hit with not only his rowing team, but also his friends and family. Coming from a long line of entrepreneurs, Krit Sukawat decided to produce his Jerky commercially giving rise to Highlands Jerky.

Montecore Snacks Co., Ltd.

Management team

Chief Executive Officer/ Product Manager: Krit (Tone) Sukawat: Graduated with first class honors from the faculty of communications arts, Chulalongkorn University. He is the creator of the Highlands Jerky Recipe and co- founder of Montecore Snacks Co., Ltd.

Chief Marketing Officer: Steven Avram: Graduated from the faculty of communication arts, Chulalongkorn University. With a multicultural background, Steven Avram is an expert in people, languages and trends. He is the “creative genius” behind the unique Highlands Jerky Brand.

Chief Financial Officer: Thierrawat (Gym) Jungprasert: Co-founder of the company, Is a student of the Faculty of Law, Chulalongkorn University. His expertise in law and business systems is the main driving force of Montecore Snacks Co., Ltd.

Chief Operations Officer: Anan (Junior) Sukumpanumet: A student at the Faculty of Communication Arts, Chulalongkorn University, is the powerhouse of the management team. He is an expert in information organization and is the key player in the company’s business operations.