KMC Challenge: How can we bring potato-based product solutions to global markets? inNOVATEFOOD.DK 2017

GLOBAL FOOD TRENDS EASY On The Go Help at Home Fast Casual Slowfood HEALTHY Indulgence Feel Good Fix Me Flexitarisme CLEAN Free From Natural Traditional Technology LOCAL Global Made By Sustainable Artisan

Consumers are increasingly seeking out guilt-free, great-tasting products that provide healthy indulgence without any hassle

DENMARK 0.22 out of 3.9 million (5.6%) USA 4.3 out of 179.7 million (2.4%) INDIA 7.7 out of 116.1 million (6.6%) HOWEVER LESS THAN 5% OF THE GLOBAL INTERNET POPULATION IS PAYING ACTIVE INTEREST IN NUTRITION

DENMARK HIGH INCOME MALE 46-75 FEMALE 26-55 WITH AN INTEREST IN INDIA HIGH/MEDIUM INCOME MALE 18-34 FEMALE 18-24 WITH AN INTEREST IN USA HIGH/MEDIUM INCOME MALE 35-54 FEMALE 25-54 WITH AN INTEREST IN

... aND interest in FIBERS are LOW WHILE INTEREST IN GUT HEALTH IS EXPLODING

actually looks at each component of the nutrition fact label 33% of US grocery shoppers claim to almost always look at the nutrition fact label before buying a product... eye tracking studies however show that only 1% actually looks at each component of the nutrition fact label 10% claim that they don’t understand what is written, and 10% don’t believe the data printed there.

39% of consumers say food packaging is essential in establishing trust Therefore they use certificates to navigate and put a lot of trust in product packaging 39% of consumers say food packaging is essential in establishing trust

THE CONVENTIONAL VALUE CHAIN MONEY POTATOES PRICING FUNCTIONALITY RELATIONSHIP FARMER KMC FOOD COMPANY RETAILER CONSUMER

62% of global consumers would be interested in a service that analysed their DNA information to give them personalised health advice

Opportunity for KMC Trusted leader within gut health. Increase the global awareness towards the true benefits of natural fiber ingredients and help people make food decisions that support good gut health.

A Consumer centric value CHAIN DATA HEALTH INSIGHTS PURPOSE SUSTAINABILITY FARMER KMC FOOD COMPANY RETAILER CONSUMER

COLLECT DATA USE TECHNOLOGY TO HELP FUTURE CONSUMERS CREATE AWARENESS TOWARDS GUT HEALTH Audience Marketing Influencer Marketing Traditional Advertising USE TECHNOLOGY TO SUPPORT GUT HEALTH Nanotech to monitor microbiome Visual Recognition to scan food Take lead within 3D printed food HELP FUTURE CONSUMERS UNDERSTAND GUT HEALTH Documentary Videos (Virtual Reality) Educational Materials for Schools TAKE PART OF THE PUPLIC GUT HEALTH COMMUNITY Food halls / festivals Pop up restaurants

DATA FLOW FARMER KMC FOOD COMPANY RETAILER CONSUMER DATA: EMERGING FOOD TRENDS INSIGHT: NEW PRODUCTS DATA: GUT HEALTH INDICATORS INSIGHT: NEW MARKETS DATA: BEHAVIORAL CONSUMER PROFILES INSIGHT: NEW CONSUMERS FARMER KMC FOOD COMPANY RETAILER CONSUMER

A sustainable Outcome based business model GROWTH & INNOVATION HEALTHIER & HAPPIER FARMER KMC FOOD COMPANY RETAILER CONSUMER

Let’s take food forward

Thank you Mads Peter Olsen madspeter.olsen@groupm.com +45 31 65 35 19