1. New Product Launch Presentation August 2009

2. Introducing! Breaded Green Chile Fries…
Breaded Green Chile Fries # – Bold-flavored Anaheim Chile pepper strips coated in a crispy jalapeño crumb seasoned with herb and spices. Perfect as an appetizer, sandwich garnish, entrée topper , snack or side item.

3. Breaded Green Chile Fries
Item #
Pack 6/2# bag
Piece Size .4o oz.
Approx. pieces per pound 27-47
Approx. Piece Cost: $.12
BENEFITS
An exciting new way to spice up any menu.
Taste buds will love the flavor and crunch!
Versatile as appetizer, salad topper and side dish.
FEATURES
IQF Anaheim Green Chile Pepper Strips with a crisp bite and fresh taste.
Chile Strips are coated with a crispy jalapeno and herb crumb coating.
Chile strips are 2.5” – 4.5” long.
*Based on 20% distributor markup

4. Why Fred’s for Starters® Fancy Fries
Small plates, tapas, snacks, and appetizers are big - with new any of our products, customers will enjoy an exciting dining experience with the potential for meal customization.
Patrons are looking for products with a bold, spicy, flavor profile – steady sales growth and popularity.
Breaded Green Chile Fries are ideal to serve as an appetizer with dipping sauces, a side dish, or a snack -- on trend for today’s smart consumer.
“On-trend” menu item - top selling appetizer at national restaurant chain! Thus, product awareness has been heightened by national chain offerings and advertising.
Great shareable item for entertaining , customizing unique party platters.
Fantastic Vegetarian menu offering.

5. Anaheim Green Chiles - 101
Anaheim Green Chiles - A type of chile pepper that is about a 3-5" in length, is green in color, and has a mild to medium-hot flavor. It is sold fresh and is also available roasted, dried, or canned. When the chile is dried, it turns a dark burgundy color. It is sometimes referred to as the New Mexico chile, but the actual New Mexico chiles are a bit hotter. When canned, this chile is typically labeled simply as "green chiles".
Anaheim chiles are a good complement to egg dishes, stews, and vegetable dishes. Anaheim's are very popular in Southwestern US Cuisine. Also called "New Mexican Chile".

6. Breaded/Battered Appetizers – Operator Segmentation
Where To Sell Breaded Green Chile Fries
Full service restaurants are the largest user segment, followed by limited service restaurants.
Segment
$MM
Share (%)*
Full Service Restaurants
$319
50%
Limited Service Restaurants
100 16
Business & Industry 36 6
Lodging 51 8
Healthcare 18 3
Primary/Secondary Schools 19
College/University 46 7
Supermarkets
C-Stores 12 2
All Other
Total
$633
100%
Source: Technomic, Inc.

7. Breaded Green Chile Fries
Profitability Model
APPROXIMATE
OPERATOR COST
Breaded Green Chile Fries
Case Price
$45.00
After Distributor Markup (20%)
$54.00
Serving Per Case 68
Price Per Serving
$.79
Serving Per Portion
About 6-7 pieces
Price Per Portion
$.12
Sauce/Garnish
$0.50
Total Plate Cost
$1.29
Menu Price
$4.99
Contribution Per Plate
$3.70
Food Cost
26%

8. New Product Launch - Marketing Support
New Product Introductory Kits (marketing collateral & samples)
New Product Brochure
Flash Media, Blasts
Operator BOGO Coupon Offer
Broker Sales Spiffs
Custom Point of Sale – Table Tents, Buttons, Posters, Danglers, Menus
New Product Presentation Template
Profitability Models
Dip Recipe Cards/Menu Applications
Table Tents