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Food safety, food transparency, and food verification are expected to be some of the top consumer trends of the next decade. A powerful dynamic occurs when there are several large emerging consumer trends and the best way to play it is a microcap stock. Plenty of investors are aware of Whole Foods (WFM), The Fresh Market (TFM), Annie’s (BNNY), Natural Grocers (NGVC), but few have heard of a 17 year old company called Where Food Comes From (WFCF). You ever wonder who actually verifies food labels? WFCF does, and they have a 50%+ market share in verifying beef and are now expanding into other food groups. They are now launching their own food label called Where Food Comes From. Listen to CEO John Saunders as he tells the story.
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Where Food Comes From®, Inc.
MicroCapClub Presenta2on January 3, 2013
Where Food Comes From, Inc.
D.B.A. IMI Global, Inc. OTCQB: WFCF
Forward-‐Looking Statements
This presentaNon contains "forward-‐looking statements" within the meaning of the U.S. Private SecuriNes LiNgaNon Reform Act of 1995, based on current expectaNons, esNmates and projecNons that are subject to risk. Forward-‐looking statements are inherently uncertain, and actual events could differ materially from the Company’s predicNons. Important factors that could cause actual events to vary from predicNons include those discussed in our SEC filings. Specifically, statements in this presentaNon about financial performance, new business development, growth potenNal, market leadership, and the impact and potenNal of the Company’s products and services on the marketplace and customers are forward-‐looking statements that are subject to a variety of factors, including availability of capital, personnel and other resources; compeNNon, governmental regulaNon of the beef industry, the market for beef and other factors. Readers should not place undue reliance on these forward-‐looking statements. The Company assumes no obligaNon to update its forward-‐looking statements to reflect new informaNon or developments. For a more extensive discussion of the Company’s business, please refer to the Company’s SEC filings at www.sec.gov.
People are asking… ”Where does my food come from?”
“I’ve never seen a stronger desire for…..knowing where their food is coming from…”
-‐-‐ Whole Foods CEO Walter Robb
“This trend of the global consumer really wanNng to know where their food comes from…
-‐-‐ McDonald’s VP Bob Langert
“Oprah explored the quesNon on today’s show, ‘Do you know where your food comes from?’”
-‐-‐ Examiner.com
What’s driving this trend?
• Food Animal Disease and Food Safety – BSE (Mad Cow), E-‐coli, Salmonella, Foot and Mouth Disease (FMD)
• Truth in Labeling – Taco Bell Beef?, “Pink Slime”, AnNbioNc and Hormone Free
• RegulaNon – Food Safety ModernizaNon Act, GMO Labeling (CA Prop 37),
InternaNonal Trade (Free Trade Agreements), Childhood Obesity
• “Local”, “Ethical” and “Sustainable” Food ProducNon – Family Vs Factory Farms, Omnivores Dilemma, Jamie Oliver’s Food
RevoluNon, Animal Rights Movements (PETA), Fair Trade CerNfied
The SoluNon
That’s a great idea for a startup business…not quite. …this is 17 years in the making.
• #1 provider of third-‐party cerNficaNon services to the food and agricultural industries
• 6,000+ customers: ranchers, feed yards, packers, retailers, restaurants
• USVerified™ brand industry standard for USDA PVP programs • Verify markeNng claims for half of all U.S. beef exports • Recurring revenue model generaNng strong cash flows to support growth
Infrastructure, know-‐how, solu3ons por5olio, USDA rela3onship, track record and large customer base create significant barriers to entry and support long-‐term leadership status
Core VerificaNon Services
• USVerified™ source and age verifica2on – USDA approved program addresses country of origin labeling and overseas export requirements
• Non-‐Hormone Treated CaLle (NHTC) verifica2on – USDA approved program verifies hormone free claims and qualify caple for export to European Union
• Pork for European Union (PFEU) – USDA approved program verifies hormone free claims and qualify pork for export to European Union
• Verified Natural Beef™ – USDA approved program confirms all-‐natural claims and USDA’s NeverEver3 compliance
• Verified Green™ – Verifies and promotes producers pracNcing sustainable agriculture
• Verified Humane™ – Verifies humane handling claims
• Verified Grassfed™ – Verifies caple raised strictly on grass diet • Farm Verified Organic, NOP Organic • Verified Gluten Free
• Where Food Comes From® – New retail product labeling program
WFCF Customers
• Customers include retailers, restaurants, food distributors, meatpackers, feed yards and auction barns
• The company also provides products and services to more than 6,000 farms and ranches
High Customer RetenNon
0
1000
2000
3000
4000
5000
6000
7000
2005 2006 2007 2008 2009 2010 2011
New Customers
Repeat Customers
90% plus retention rate for USDA Process Verified Programs
Total Customers
WFCF Product Launch
Iden2fied THREE primary target customer types – High End Retailer
– Regional Family Style Chain – White Table Cloth Restaurant
M a i n C o u r s eG r i l l e d M e a t
D e l m o n i c o s S t e a kVintage All Natural Boneless Rib Eye
46
P r i m e N e w Y o r k S t r i pVintage All Natural Dry Aged Sirloin Strip
45
D o u b l e P o r t e r h o u s eVintage All Natural Dry Aged Short Loin Steak
95
D e l m o n i c o D o u b l e R i b C h o p “ J o h n K r u p a ”Vintage All Natural Dry Aged, Three Pound Bone In Rib Eye
95
F i l e t M i g n o nVintage All Natural Tenderloin Steak
45
S t e a k S t y l e O s c a r A u P o i v r e S u r f F o r T u r f21 8 19
S i d e s
G a r l i c – H e r b W h i p p e d P o t a t o e s 9
F r e n c h F r i e s, S p i c y M a y o 8
H a s h B r o w n s 9
D e l m o n i c o P o t a t o e s “S U M M E R “ 12
M a r k e t C a r r o t s, P e a s, C i p o l l i n i 10
C r e a m e d S p in a c h 10
F o r a g e d M u s h r o o m s 14
G r i l l e d A s p a r a g u s 14
K i n g C r a b M a c a r o n i & C h e e s e 18
S p a e t z l e 8
L o c a l G r e e n s, S w e e t C o r n, P o r k B e l l y 12
Heinen’s Supermarket
Heinen’s Fine Foods is a leading specialty grocer – family owned, 83 years old
18 high-end stores in Ohio and Illinois
www.wherefoodcomesfrom.com/heinens
Anderson’s Frozen Custard
Anderson’s Frozen Custard becomes first regional restaurant chain to adopt Where Food Comes From
• May 2012 rollout in 7 restaurants
• Patrons can access information on select farms and families that raised Anderson’s all natural beef
Delmonico’s Steak House -‐ NY
NY’s oldest steakhouse and one of America’s most renowned restaurants
What do shoppers think about WFCF?
February 2012 market research highlights: 94.5% of respondents reacted posiNvely to WFCF labeling
51% of respondents “definitely more likely” to purchase product with WFCF brand
WFCF Revenue Model
Recurring Revenue Model
Retailers, distributors and restaurants who carry products displaying the WFCF brand pay us in the following ways:
• License fees • Per pound royalties
Customer for life mentality
Market Opportunity
Very Hard to Define
Consider these facts…each year in the US there are:
1. Over 30 Billion lbs of Beef produced
2. Over 25 Billion lbs of Pork produced
3. Over 30 Billion lbs of Chicken produced
Based on our per pound model alone, the addressable market for the Where Food Comes From labeling program for these three meat products is es3mated at $2.7 billion
Business Strategy
Our goal is to be the leading provider of third-‐party verifica2on, iden2fica2on and traceability solu2ons to the food and agriculture industries
Our strategy for accomplishing this includes: • SoluNons for enNre food supply chain conNnuum, including feed and input providers, ranchers, producers, packers, aucNon barns, processors, distributors, retailers and consumers • SoluNons for all food groups: beef, pork, poultry, produce, dairy, seafood, beverages • Grow our large and diversified customer base with high retenNon rates and recurring revenue • Preserve and expand our compeNNve advantages in products, soluNons and customer service • Establish Where Food Comes From as industry standard soluNon for retail/consumer market • Augment organic growth with select acquisiNons
M&A OpportuniNes – ICS, Inc.
In Q1 2012 we purchased 60% of the outstanding shares of Interna2onal Cer2fica2on Services (ICS) – a leader in organic and gluten free cer2fica2on
Terms: $350,000 cash, 172,840 shares of common stock; non-‐diluNon provisions; right of first refusal on remaining 40%.
ICS solu2ons:
Farm Verified Organic; CerNfied Gluten Free
Synergies:
Leaders in respecNve fields; broadens soluNons poryolio; cross markeNng to disNnct customer bases.
Economic impact:
ICS unaudited 2011 revenue of $1.0M; 60% ICS revenue/expense accrues to WFCF.
Revenue Growth
2006 2007 2008 2009 2010 2011
$4M
$1.1M
$1.7M
$2.4M $2.7M
$3.3M
$4.2M
$3M
$2M
$1M
Note: To more accurately illustrate results from continuing operations, the financial data presented excludes CattleNetwork and CattleStore operations that were divested in 2008.
30% CAGR since 2006
Adjusted EBITDA
$1.0M
2006 2007 2008 2009 2010 2011
$1,470,000
$654,200
$67,700
$112,300
$442,900
$737,800
$0
$1.0M
2012 Year To Date Highlights
• Q3 revenue up 24% to $1.5 million from $1.3 million
• 11th straight profitable quarter • Nine-‐month revenue up 24% to $4.0 million from $3.2 million
• Nine-‐month net income of $730,200 versus $558,300 year over year
SG&A as % of Revenue
2006 2007 2008 2009 2010 2011
200% 192%
117%
60% 55% 44% 40%
150%
100%
50%
Balance Sheet Highlights
• Working capital of $1.6 million
• Cash/cash equivalents & short-‐term investments of $1.4 million
• Stockholders’ equity of $2.1 million
As of September 30, 2012.
Management Team
John Saunders Chief Execu2ve Officer and Chairman of the Board
• Founded IMI Global in 1995; deep background in livestock/agricultural industry
• BA History, BS Environmental Studies – Yale University
Leann Saunders President
• BS Agriculture Business, MS Beef Industry Leadership – Colorado State University
• McDonald’s Corp., PM Beef Holdings, Hudson Foods Corp.
DanneLe Henning Chief Financial Officer, Accoun2ng Officer, SEC Compliance
• CerNfied Public Accountant
• Einstein Noah Restaurant Group, Sirenza Microdevices, Peat Marwick
Board of Directors
John Saunders -‐ Chairman of the Board
Leann Saunders -‐ President
Dr. Gary Smith, PhD • Dept. of Animal Science, Colorado State Univ. – Ken & Myra Monfort endowed chair, meat science
• PhD Meat Science & Muscle Biology, Texas A&M; Professor, Washington State Univ. & Texas A&M
• Instructor, FSIS-‐USDA NaNonal Meat InspecNon Training Center Pete Lapaseotes • Co-‐manager Lapaseotes family farm and feeding operaNon; partner in five John Deere dealerships
• Partner, 11 The MercanNle Farm, Ranch & Home retail stores; board member, Valley Bank & Trust
Adam Larson • Member and manager of eight caple ranching and caple feeding operaNons
• Member and manager of caple financing company; University of Colorado
Robert Van Schoick II • President of Med-‐Pharmex Animal Health; sales and markeNng execuNve of Merck & Co.
• Merial Merck animal health joint venture; BA, MA AusNn College, BS Animal Science Texas A&M
Selected Stock Data
• Traded – OTCQB: WFCF
• 52 week stock price range – $0.13 -‐ $1.55 • Average daily trading volume – 15,000
• Weighted average shares outstanding (diluted) – 21,000,000 • Management/board ownership – 11,500,000
• Approximate float – 9,300,000
• Market Cap – $25 million • Fiscal year – December 31
Note: Certain figures are rounded. Valuation and other data is subject to change on a daily basis and is presented as a general reference as of Q3, 2012. Investors are encouraged to read the Company’s SEC filings.
Investment Highlights
• Recurring revenue model with solid track record of profitable growth
• Strong balance sheet – minimal long-‐term debt • Where Food Comes From has significant upside
• Scalable playorm can support much larger revenue stream • Expanding market opportunity supported by long-‐term trends
• Organic and M&A growth opportuniNes • Management/Board own 55% of outstanding shares
Where Food Comes From®
OTCQB: WFCF