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Smart Food with a Healthy Future MARCH 17, 2006
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Experienced Management Team Robert C. Harrison President & C.E.O. Don Paterson, C.A. Chief Financial Officer Peter C. Morrice, M.D. Scientific Advisor Ian Morrice Executive Vice President
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Business Model Branding “Dairy Fresh Farms™” Developing licensing agreements for the manufacture and distribution of its innovative dairy products
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“Dairy Fresh Farms TM ” Milk and Dairy Products Skim Milk Patented Process Exclusive Canadian License Milk and Cream Coming soon GMO Free Canola Oil Ice Creams, Yogurts and Cheeses
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Product Benefits Tastes as good as or better than 2% milk Low in saturated fat Low in cholesterol Lactose-Free Nutritionally superior to 2% milk Patented Formula-enhanced with monounsaturated fat Contributes to reduced serum cholesterol levels Helps prevent heart disease
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Dairy Fresh Farms: Optimal Fat Profile SFAs * PUFAs MUFAs Dairy Fresh SFAs PUFAs MUFAs 2% Milk Fat Recommended Daily Allowance 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SFAs less than 7% PUFAs approx 13% MUFAs up to 80% *Saturated fat content is below U.S. threshold (0.5 grams per serving). This allows labelling as“no saturated fat”. MUFA - Monounsaturated fat PUFA - Polyunsaturated fat SFA - Saturated fat
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Dairy Fresh Comparison Chart *Data for 2% and 1% Milk are estimates
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World Authorities on Monounsaturates and Preventive Cardiology Scott Grundy, M.D., PhD University of Texas SW Medical Center (Chairman of the NCEP) Nilo Cater, M.D. University of Texas S.W. Medical Center Penny Kris-Etherton, PhD, R.D. Penn State University (American Heart Association Advisor) Nathan Wong, PhD University of California, Irvine Professionally Endorsed by…
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January 1, 2003 “A Healthy Diet, Low in Saturated and Trans Fats may Reduce the Risk of Heart Disease” Source: Health Canada: Canadian Food & Health Inspection Agency Nutritional Labelling Has Changed
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The Timing is Right a. Sources: Agriculture and Agri-Foods Canada: Functional Foods and Nutraceuticals Industry World market growth in natural health & functional food products a Increasing consumer understanding of the link between diet and disease Aging populations Advances in food technology and nutrition research Consumer trend to milk with lower fat content or milk alternative products (i.e. Soy & Rice beverages, Lactose-Free beverages) High growth for foods that are lower in saturated fats and cholesterol License signed with Canadian Heart & Stroke Foundation for use of symbol in Canada
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Canadian Dairy Industry Sources: Statistics Canada, Calculation done by the Dairy Section, Agriculture and Agri-Food Canada, Dairy Fresh and Harbinger Research estimates
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Consumption of Milk & Cream by Province Total Litres Consumed = 2,968MM Province (MM Litres) Source: Canadian Dairy Commission, 2003
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Manufacturers by Province B.C. AlbertaSask.Man. Ontario Quebec New Brunswick Newfoundland Nova Scotia PEI Island Farms Safeway/Lucerne Dairyworld/Saputo Parmalat Sealtest/Natrel Scotsburn Farmers Co-op Dairyworld/Saputo Neilson Dairyworld/Saputo Parmalat Sealtest/Natrel* *Plus small regional dairies
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Product’s Origins Licensed in early 90’s Marketed under brand “Farmer’s Best” Obtained the Australia Heart Foundation’s Approval - “Tick” logo is on “Farmer’s Best” package Grew the fluid milk category by 3.8% while achieving a 4.5% market share Priced at a 25% premium vs. regular milk
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Dairy Fresh Technologies December, 2003 Quantitative Research
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RESULTS: Purchase Intent --- Top 2 Box Pre and Post Taste Test 100% 80 60 40 0 20 Average (47%) 85 th Percentile (62%) Average = Average score across all food categories 85 th Percentile = 15% of all food categories scored at this level or above Top Box increased from 48% to 58% Post Taste! Dairy Fresh (86%) 86% Top Box =Definitely will purchase Top 2 Box = Definitely/probably will purchase
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RESULTS: Health Advantage --- Top 2 Box 100% 80 60 40 0 20 Average (56%) 85 th Percentile (73%) Average = Average score across all food categories 85 th Percentile = 15% of all food categories scored at this level or above Dairy Fresh (87%) 87%
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Purchase Intent Purchase Intent Vancouver: over 8 in 10 would purchase Dairy Fresh Farms instead of the milk they currently buy. Purchase Instead Of Purchase In Addition To Vancouver Montreal: 7 in 10 would purchase Dairy Fresh Farms… Montreal Of the 85% who expressed positive purchase interest…
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Dairy Fresh Farm’s Milk is for Everyone!
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What Did They Like? Three quarters thought the taste was better than expected Graphics of pouring glass of milk was a clear winner Low in cholesterol, low fat and lactose-free all important
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Volume Projections *Year 1*Year 2 Vancouver1,8009,000 Total BC4,50022,500 Montreal1,2006,000 Based on Research Results (000’s Litres) *Rolling 12-month periods
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Dairy Fresh Product Launches *93% Interested in Cheese *88% Interested in Ice Cream *Based on Consumer Feedback from Research and In-store samplings
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Investment Considerations The right product at the right time in one of the biggest and fastest growing categories worldwide Exclusive Canadian license on patented process A strong team of experienced and committed individuals Solid relationships with relevant strategic partners Endorsements of the health benefits of “Dairy Fresh Farms” by leading North American Experts Outstanding results in Canadian research!
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COMPANY: Dairy Fresh Farms 413 Churchill Avenue North Ottawa, ON KIZ5C7 Phone (613) 724-2484 Fax (613) 722-6343 www.dairyfresh.ca INVESTOR RELATIONS: ROI Group Associates, Inc. 39 Broadway, Suite 2410 New York, NY 10006 Phone (212) 495-0200 Fax (212) 495-0746 www.roiny.com Bob Giordano, President, x10 rgiordano@roiny.com Contact Information
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