Marthas Macadamias Olivia Robinson Carlota Artigas Charles Citrin

Martha’s Macadamias Olivia Robinson, Carlota Artigas, Charles Citrin, Arvind Eswaramoorthy

WHAT IS MARTA´S MACADEMIAS? (Story) Martha´s Macadamia is a new business that intends to be a new development in the expectation of finding a new better, and diversified market alternative to the family´s Brazilian macadamia nuts plantation: Santa Marta. The plantation exists since 1982 and is now operated under it´s third generation of administrators. The family business advocates for Sustainability in all its processes finding the perfect balance between craftmanship together with the use of machines.

MARTHA´S MACADAMIAS BELIEFS & CORE VALUES COMFORTING VEGAN HERITAGE ENVIRONMENT FRIENDLY HEALTHY LIFESTYLE

MISSION STATEMENT To provide high nutritional and sustainably produced plant-based premium products for everyone

OBJECTIVES 1. POPULARITY BE THE BEST MACADEMIA MILK BRAND KNOWN FOR TASTE AND QUALITY 2. RELIABILITY HAVE THE BEST DISTRIBUTION SYSTEM

WHO CONSUMES MARTHA’S MACADEMIAS? • • • TOMMY´S PHOTO • • • Tomas, but his friends call him Tommy/Tom 32 years old Originally from California, but has been living in New York, Chelsea for 5 years. He works in Consulting (around 125 k/year) and is very interested in ESG sustainable practices. He loves food and trying new things, but is trying be conservative with his spending to save up for a backpacking trip His girlfriend is a vegan and he is always looking for food and beverages they can both enjoy He likes taking care of himself and has a healthy diet He is sporty and loves being outdoors amd practicig climbing. He also loves spending time with his friends in restaurants.

SOME USEFUL DATA - Milennial Consumption in on-the-go snacks - Do other milk-plant competitors have to go formats? - Trend: Milennials more concerned about vegan/healthy options - There is a Mckeney report where it says that ”the brand’s behavior with the environmental/social causes” becomes on top 3 concerns when choosing a brand.

MAIN IDEA Marta´s Macadamias is there to accompany you through your busy days, with a tasty alternative plant-based togo milk format that has the necessary nutrients your body needs.

INSIGHT Nuts: to be better – RSC of the brand Nuts: nutrients, healthy, plant-based MM gives you the nuts that encourage you to be the best version of yourself everyday to accomplish every challenge you pursue.

Martha´s Macadamias “You´ve got the nuts, we give you the power” ¨Go for it, go Nuts!” You´ve got the nuts, break them out! (aka. open the nut shell)

PACKAGING - Premium packaging: One main color + combined with colorful and bright colors (Heritage - transportation to Brazil) - Highlight: - Recycled Packaging: cardboard - Easy to go format: easy to carry - nutritional value of the product Plant-based Process of collecting it (sustainable)

DISTRIBUTION ● ● Where to sell ○ Vegan stores ○ Ecologic markets ○ Coffee shops (Starbucks) ○ Supermarkets (Whole Foods) Market platforms ○ Free giveaways with brands such as Patagonia or Starbucks ○ Social Media: Use influencers to promote their sustainable, selfcare, lifestyle as a source of their motivation to have the nuts to accomplish any challenge

THANK YOU