1. FARM FRESH CERTIFICATION Drew Behnke Dani Fashana Haylie Homen Alexandra Petruzzella Michael Yoon

2. Our Client  LoaCom  Marketing & advertising consulting company  Development, marketing, and event services  LoaTree  Lifestyle company  Community action and outreach  Building a Better World

3. LoaCom’s Needs  Farm Friendly Dining Certification  Highlight Local Foods  Support Community  Concentrated Wealth  Profit  Company Branding

4. Recommended Approach: Certification GoldSilverBronze Price$250$350$450 Percentage50%+25%+10%+ Facebook Mentions Bi-monthly3 per quarter2 per quarter Tweets 15105 Logo & Summary on Certification Website Top-tier Placement Mid-tier Placement Placement Framed Certification XXX Window Decal XXX Catering & Sponsoring Opportunities Gold PrioritySilver PriorityBronze Priority Restaurant Week Priority Participation & Waived Fee Priority Participation & Discounted Fee

5. Approval Criteria  % Requirement  Approval is based on the restaurant’s one-month-prior pay stub  New Clients will have a follow-up audit 3 months after the start date  Annual Fee  Signed Contract

6. Recommended Approach: Restaurant Incentives  Local Ingredients  Community

7. Dan Barber on Farm Fresh Food

8. Recommended Approach: Restaurant Incentives  Consulting  Promotional Offers

9. Pilot Client Promotion  If a restaurant is one of the first 10 to become Farm Fresh Certified, they will receive a discounted subscription price for the first year as a pilot restaurant.  Gold $50  Silver $100  Bronze$200

10. Refer A Client Promotion If a restaurant brings us a new client who successfully certifies (at any level), the referral restaurant’s annual subscription fee will be waived for 1 year.

11. Recommended Approach: Restaurant Incentives  Advertising Incentives  Event Planning, Certification and Sticker, Restaurant Week, and Online Marketing

12. Window Decal

13. Framed Certification

14. Recommended Approach: Restaurant Incentives  Advertising Incentives  Event Planning, Certification and Sticker, Restaurant Week, and Online Marketing

15. Restaurant Week  What is Restaurant Week?  Goals  Implementation Plan

16. Social Media

17. Website

18. Community Marketing

19. Certification Intern Certification Start Up (75) Create Website (20) Flyer Distribution (15) Create Templates (10) Restaurant Packets (20) New Client Contract (5) Order Materials (5)

20. Certification Manager Monthly Components (55) Point of Contact (15) Social Media Posts (5) Website Updates (5) Audits (5) Certify New Clients (10) Other (15)

21. Certification Manager Annual Tasks (40) Restaurant Week (20) Annual Audit (20)

22. Expenses ItemCost Year 3 Cost Start Up Costs Restaurant Packets280 Certification Flyers (300)150 Decal Design100 Total Start Up Costs$530 Annual Fixed Costs Restaurant Week1,500 Manager7,200 8,640 Total Fixed Costs$8,700 $10,140 Variable Costs Window Decal5 Framed Certification15 Total Variable Costs$20

23. Year 1 Profit Projection Revenue Variable Expenses# SoldGross Profit Gold 250 20 3 690 Silver 350 20 3 990 Bronze 450 20 4 1,720 Gross Profit 3,400 Pilot Gross Profit 1,050 Fixed Expense 8,700 Start Up Expense 380 Total Profit $(4,630)

24. Year 2 Profit Projection Revenue Variable Expenses # Sold Gross Profit Gold 250 20 9 2,070 Silver 350 20 9 2,970 Bronze 450 20 12 5,160 Gross Profit 10,200 Fixed Expense 8,700 Total Profit $1,500

25. Year 3 Profit Projection Revenue Variable Expenses # Sold Gross Profit Gold 250 20 14 3,220 Silver 350 20 14 4,620 Bronze 450 20 17 7,310 Gross Profit 15,150 Fixed Expense 10,140 Total Profit $5,010

26. Recommended Approach: Expansion  By the end of year three, we believe the certification program will have generated enough revenue to expand to other local communities  Recommended Ventura and Ojai-both highly successful farmers markets  Santa Barbara Restaurant Week  could be a great marketing tool and incentive for other local farmers markets to want to join the certification program

27. Timeline

28. Restaurant Week Timeline  Intended for extra incentive for the restaurants  Once the certification builds a reputation it may not be necessary  Changes after year 3  Higher entrance Fee  City of Santa Barbara  Certification Profit Increase

29. Why do we think this will be successful?  The subscription fee is feasible  Local food costs  Profitable, expandable, and enticing to both restaurants and communities  People like to eat fresh, local, healthy food

30. Subscription Fee Cost  According to Restaurant Research Group, restaurants spend 3-6% of sales on marketing  Restaurant Sales $100,000  Spend 3% on Marketing$ 3,000  Bronze Certification$ (450)  Projected Marketing Budget Consumption15%

31. Local Food Costs  SCALE Inc.  Farmers Markets were the same or less expensive than supermarkets 74% of the time  Produce was cheaper 75% of the time  Organic produce was cheaper 88% of the time  Meats were more expensive from 10-47% of the time

32. Restaurant Eating Trends  National Restaurant Association  What’s Hot Culinary Forecast  Locally sourced meats & seafood  Locally grown produce  Environmental sustainability

33. Thank you!  Questions?