Export Workshop: NCDA&CS International Sales & Marketing May 7, 2010 By: Patrick Ford, Ford’s Gourmet Foods

PATRICK FORD Vice President, International Marketing Ford’s Gourmet Foods

DISCUSSION AGENDA Who We Are What We Do Brief Bone Suckin’ History Finding The Right Markets MAP Branded Partnership Ford’s Gourmet Foods Today Q & A

WHO WE ARE Fourth generation family-owned and - operated business based in Raleigh, North Carolina –Founded in 1946 We believe in providing quality products and exceptional service to all of the customers we serve.

WHAT WE DO Ford’s Produce Company Ford’s Gourmet Foods –Bone Suckin’ Sauces –Fire Dancer Nuts –Wine Nuts –Earth Family Organics –A’Lese Tois Chocolates

BRIEF BONE SUCKIN’ HISTORY Family recipe bottled and sold for the first time in 1992 “NC Battle of the Sauces” champion in 1994 Debut at the International Fancy Food Show in New York in 1994 –Harvey Nichols in London and Bruno’s in Toronto become first international customers

FINDING THE RIGHT MARKETS What Country First? –NCDA & CS International Marketing Euromonitor –FAS GAIN Reports –SUSTA Research First to find out what countries use your type of product and have money to pay for it.

Look At Potential Retailers Visit Stores Before Show –Look At Your Competition –Talk To Shop Owners –Note Merchandising Don’t Stay In Hotel Room

Tradeshows This is where we meet buyers face to face Talk The Talk –Read news from the country you are going to before your trip. Press Kits Translate Sales Materials Write Good Notes

MAP BRANDED PARTNERSHIP Partners since 2003 Use MAP Branded funds to supplement budgets for advertising and exhibiting at overseas trade shows Testified on behalf of MAP program in front of United States Congress

MAP BRANDED PARTNERSHIP Make participation in international trade shows and advertising possible by subsidizing booths and travel. Allow access to market & consumer research, and educational resources Level the international playing field for smaller U.S. companies

MAP BRANDED PARTNERSHIP Make participation in international trade shows and advertising possible by subsidizing booths and travel. Allow access to market & consumer research, and educational resources Level the international playing field for smaller U.S. companies

Website USING THE INTERNET TO MARKET YOUR BRAND Website m –Introduced in 1996 –Online sales have increased by quadruple digits since the introduction of the website

Website USING THE INTERNET TO MARKET YOUR BRAND Website

Blast USING THE INTERNET TO MARKET YOUR BRAND Blast Allows for targeted product messaging. Sending to customers who have chosen to receive the communication. –Most have likely already purchased. Immediate timing. No cost marketing tool.

Social Media USING THE INTERNET TO MARKET YOUR BRAND Social Media “Word of Mouth” advertising from people who are fans of your products. Opportunity to share promotions, recipes and ideas. Broad demographic profile for social networking expands your customer base exponentially. No cost marketing tools.

Social Media USING THE INTERNET TO MARKET YOUR BRAND Social Media

GOOGLE TO MARKET YOUR BRAND ABROAD Analytics –What country is your interest coming from? –What cities in those countries are most interested –Measure ‘site engagement goals’ –Trace marketing campaigns and/or keywords

GOOGLE TO MARKET YOUR BRAND ABROAD Alerts –Real time access to media outlets, bloggers and people talking about your products worldwide. –Unlimited search terms –And, oh yeah…once again, it’s free

FORD’S GOURMET FOODS TODAY In more than 50 countries around the world including: –United Kingdom –Netherlands –Germany Austria –Denmark –Sweden –And, now, Australia International exports have increased 400% since 2003 –International sales account for 20 – 25% of total sales –International sales have positively impacted U.S. sales as well

FORD’S GOURMET FOODS TODAY Bone Suckin’ Sauce rated #1 by Newsweek, Food & Wine and many others Honored by Columbia University’s Celiac Disease Center First ever recipient of the North Carolina Exporter of the Year Award Named one of Top 20 Small and Mid-sized Market Players by the Consumer Products Guide Rated #1 Barbecue Sauce in UK by Restaurant Magazine

Q & A

Export Workshop: NCDA&CS International Sales & Marketing May 7, 2010