Thursday, 16th September 2010 - Teagasc

ORGANIC CONFERENCE 2010ORGANIC CONFERENCE 2010

Thursday, 16Thursday, 16thth September 2010September 2010

Challenges & Opportunities for Organic Producers

The Market for Organic Produce - Grain

Family company, established 200 Years –when everything was organic

Sixth generation

Irelands leading Hot Oat Brand

Expansion to NI Market in 1995Supplier to all the major retailers in N. IrelandRanked 2nd largest brand (vol) in N.Ireland

UK Market Launch in 2003Supply Tesco, Waitrose, Asda and Sainsbury’s

USA Market Launch in Autumn 2010

Factory 1961

Ireland’s Oldest Family Food Company

Continuous Investment in Factory Facilities

IrelandIreland’’s most efficient s most efficient oatmilloatmill and soon and soon to be the only to be the only oatmilloatmill in Irelandin Ireland

€€1.7m in grain drying and storage, of 1.7m in grain drying and storage, of which which €€1m was for organic oats 1m was for organic oats storagestorage

First certified organic in 1992First certified organic in 1992

Continual investment to maintain Continual investment to maintain efficienciesefficiencies

Quality systems Quality systems –– ISO 9002, ISO 9002, HaccpHaccp

2 Production shifts 2 Production shifts -- 50 employees50 employees

Environmentally-FriendlyManufacturing Processes

Flahavan’s make every effort to ensure that all products are manufactured in an environmentally-friendly mannerFlahavans burn the outer shell of the oat to power the boiler, which generates steam for the cooking processWe also generate electricity from the original millstream alongside our mill on the river Mahon Flahavan's is committed to protecting the environment by funding the recovery and recycling of packaging wasteEnvironmental Award-Winning Packaging

Awards for Excellence

2010 Great Taste Awards- Organic Porridge Oats & Jumbo Oats2010 SuperValu- Overall Supplier of the Year & Innovation Category Award2009 Irish Exporters Association- Overall Award & Food and Drink Export Category Award 2008 Sial d’Or Awards- Third in the Savoury Grocery Category- 29 countries2007 Euro-Toques Award For Commitment To Food Quality And Production2007 Bord Bia Food & Drink Industry Award- Quick Oats Range2006 Cork Environmental Forum Award - Organic packaging range2006 Waterford Chamber Business Excellence Awards-excellence in manufacturing 2005 Irish Exporters Association Irish Food and Drink Export Award

Flahavan’s Innovations

Flahavan’s Brand Innovations have been based on consumer research andgenuine consumer uptake.

Flahavan’s Innovations and Category Leadership is driven by:

Expertise in Oats

Close scrutiny of Emerging Trends

Exposure to new markets (UK & USA)

Detailed focus group research and

consumer insight

Why do consumers choose Organic?

HEALTH CONCERNS

FOOD QUALITY

BUYING LOCAL

THE DIFFERENCE

IS WE’RE IRISH

100% NATURAL

Only the pack has changed

Flahavan’s Organic Porridge Oats and Organic Jumbo Oats were put on the market to reflect and meet these consumer needs, withthe Organic Porridge Oats being launched in May 2002.

1930’s Original Design

Busy Lifestyles- Healthy Organic Choices

More recently busy consumer lifestyle trends have led to consumers demanding life-on-the-go solutions that are simple and fast yet healthy.

Introducing Quick Oats Organic Sachets & Pots

A NATURAL AVENUE FOR DEVELOPMENT

8 x 35g Sachets Easy Liquid Measure Ready to Eat in 2 minutes

•Portable formats-ideal for home or office use•Requires zero effort•Simply microwave for a warm, nutritious breakfast

40g Serving with internal fill lineReady to Eat in 90 seconds

Recent Flahavan’s PR Coverage

Organic Oat Usage Home and Export Market

Sales

• Organic oat sales continue to grow despite the downturn, although at a lower rate of growth.

• Must be competitively priced

Thank You

E. Flahavan & Sons LimitedKilnagrange Mills

KilmacthomasCo. Waterford, IrelandTel: 00-353-51-294107Fax: 00-353-51-294308

Email: [email protected]: www.flahavans.com