EFP is a Legacy Brand with 25 years of building the category

A Profile of the Green Consumer Mintel has defined four types of consumers & attitudes: Super Greens are the most committed green consumers, who almost always buy green products True buy green products regularly Light sometimes buy green products Never never buy green products Based on US Census Bureau population data for 2014, this equates to about 93 million Americans aged 18+ who buy green products at least regularly. Nearly 1 in 4 respondents (38%) can be categorized as Super Greens or True Greens based on their purchasing habits. Nearly 4 in 10 respondents are dedicated to buying green products and services.

The Market Landscape Across CPG’s, new product introductions with green claims surged. From 2008-13, household cleaning product introductions with a green claim have doubled: from 14.0% to 28.7%.

The Consumer The green market is on the rise. Buying green increased 6% over 2012 4 out of 10 respondents report that they are Super/ True Green = 93 million Americans

Consumers are willing to pay a premium for green

Category Makeup The subcategory of Liquid Laundry Products held 40.3% of total category sales and saw a dollar growth of +$1.13 M compared to last year The Dishwashing Products subcategory had the highest dollar growth in the category with sales up +$1.14 M Sourcing: SPINS Natural( Total Usx-WFM) Date Ending 09/07/2014

Regional Performance NORTHWEST SOUTHEAST NORTH CENTRAL SOUTH CENTRAL NORTH EAST NORCAL MID-ATLANTIC SOUTHWEST 7 out of the 8 SPINSscan Natural Regions saw dollar increases compared to year ago The Northwest region and the South Central region saw the most significant dollar increases with +14.5% and +13.3%, respectively Sourcing: SPINS Natural( Total Usx-WFM) Date Ending 09/07/2014

Case Study MW Conventional Grocery Chain Laundry Category Laundry Category is flat. Single dose & natural laundry are the only category with growth The Natural laundry category has higher Gross Margins by 25%-30% 19% of laundry detergent users rank environmentally friendly ingredients among the most important attributes when choosing products. Sourcing: Mintel Natural BRAND RANK REPORT - DETERGENTS - HEAVY DUTY - LIQUID 52 WEEKS ENDING 01/18/14

Earth Friendly Products A Legacy Brand 25 years of building the category

Brand Positioning GREEN EXPENSIVE

Built-in Fabric Softener Earth Friendly Products A Bridge Brand and Profit Generator $10.99 SRP ( 25-30% GPM) $0.11 per load Built-in Fabric Softener $7.99 $0.12 PL $8.99 $0.14 PL $14.99 $0.23 PL $14.99 $0.30 PL

Earth Friendly Products Rebranding Initiative

In conclusion Number one reason for the natural category growth is that it is more accessible within all channels. Consumers are willing to pay more for green features. The natural cleaning category is more profitable then conventional brands. Earth Friendly Product’s bridge brand position can help retailers transition costumers into the green category by offering an affordable green line.

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