RC Foods

JUNE 2013
RC Foods Polska Ltd.
01-231 Warsaw, ul. Płocka 5a
POWER OF EXPERIENCE AND YOUTH
In 1993 hypermarkets, supermarkets and discount stores began to spring up like mushrooms in Poland.
Companies started to build their sales force and the market was to develop dynamically. Being 19 years old, I
figured that this was the right time to start to learn how to create products and acquire skills in cooperating
with modern trade. Trade has become a massive distribution centre of food and industrial products. Studying
and working, for 19 years I have built several sales departments, managed the production and purchasing
departments, as well as I created new products and brands.
Over the last 8 years I worked as the Director-General for the German group Lambertz - the leading producer of
gingerbread in the world.
During those years, I created a company employing 1,000 people, selling 40 000 tonnes of products per year,
amounting to over PLN 270 million in total, and sending them to over 50 countries. Starting from 5 clients and
27 million of revenue, I built one of the largest companies in the industry in our region. I created new products,
team and brand.
Supported by the experience and the existing sales team I have set up RC Food Ltd. I have based the company on
5 Pillars: I-market, II-innovation, III-brand personality, IV-speed and flexibility, V- product.
Marek Kretek
V PILLARS OF BUSINESS
MARKET
In the past 20 years, changes in the Central and Eastern Europe led to the modernization of trade and
distribution, as well as to the modification of the way of thinking about the development of products and
brands.
In Poland, the changing food market gave a strong momentum for growth to many companies along with their
production and logistics facilities.
In this part of Europe, the Polish market became the largest and most attractive to both retailers and
manufacturers.
There appeared stores of retail chains in Poland that had been operating in the European market. This forced
European manufacturers to open their factories, representative offices or branches. And in turn, it eliminated
intermediaries – distributors from the market.
20 years later, another changes followed in the market. Crisis, competition and price increase have ended in the
deadlock. Novelties have been no longer appearing on the market, and the lack of distributors has effectively
limited imports.
Therefore, there have emerged a niche in the market that has allowed distribution companies to be reborn.
Expectations and needs of the market has given fresh impetus to the import of new ideas and innovation in the
segment of FMCG products, mainly within the segment of food products.
This is how the I Pillar of our business has been established – THE NOVELTY-SEEKING MARKET!
INNOVATION
V PILLARS OF BUSINESS
The key to success may lie not only in price, quality or brand power, but it can be something more…
exceptionality and uniqueness: innovative products.
Innovation – is distinguished by taste, shape, packaging. It gives a competitive advantage. Innovative
products are not comparable, nor have their copies. Innovation makes the market and creates customer
needs.
When working on the iPad, Steve Jobs answered to his directors’ questions related to the market and
information research on how many customers would be willing to buy and use a new device that it was
an innovative solution, so if he was to ask the market how many consumers would be willing to
purchase the iPad, it did not make sense to put it on the market. It is we who create the market, it is we
who have to know how many customers we want to persuade that our products are worth buying. This
is the essence of innovation, to create the market – create the demand.
Of course, Apple has got a long tradition and the brand worth billions of dollars, but it does not change
the fact that the company has built its strength on Innovation.
II Pillar of our business is INNOVATION. We are looking for only those products that do not
have their copies on the Polish market, we create needs!
V PILLARS OF BUSINESS
BRAND PERSONALITY
The most brilliant ideas may prove wrong. It is the consumers who verify the innovation and quality of
products. We have decided to verify each of our ideas with the most demanding and biggest client of
the Polish market ... Jeronimo Martins Dystrybucja/ Jeronimo Martins Distribution.
JMD owns the largest retail network in Poland – “Biedronka”.
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JMD - Biedronka is visited daily by over 2 000 000 customers
JMD - Biedronka owns 2000 stores, in over 750 locations
JMD - Biedronka imposes the biggest price and quality requirements within the Polish market
All our products have been verified by this most demanding of filters. Only those products which have
enjoyed a favourable opinion of customers and achieved the best results have been put up for sale by
us.
III Pillar of our business is the BRAND PERSONALITY. Not survey, but sale through the most
demanding network in Poland. The only reliable evidence that the product is one of the best
selling in the country!
V PILLARS OF BUSINESS
SPEED AND FLEXIBILITY
In addition to products, the company needs to provide their customers with speed and flexibility. It
must be faster, more flexible than larger and better known competitors.
To meet these requirements we have adopted an operational model that allows us to satisfy the needs
of our most demanding customers.
Our operational model is based on several fundamental principles:
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PRODUCERS – we cooperate with small and medium producers who, thanks to their narrow
structure, quickly make decisions and quickly put them into practice.
PACKAGING – we work directly with manufacturers of packaging, we alone buy the packaging
and deliver it to manufacturers, so that we shorten the duration of the project by several weeks.
LOGISTICS – we outsource all logistics related to the implementation of deliveries and storage.
We work with the best companies in the industry that provide flexibility when it comes to
increasing the storage space and guarantee the delivery service throughout the country even
within 24 hours from the date of the order.
IV Pillar of our business is SPEED AND FLEXIBILITY.
This pillar gives us an advantage over larger competitors!
PRODUCT – NEW BRAND, DESIGN, STRATEGY
V PILLARS OF BUSINESS
We all “buy with eyes”. With that in mind, we create unique designs based on the following principles:
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We create a brand that is easy to recognize
We give it an international personality – the name and the English nature
We use the latest trends in packaging – laser cut, multiple opening, mat, metallization, imitation of
paper
We optimize the mix: price /product weight
We refine both taste and quality of our products
We have three line pricing:
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Economical – Dr Herman – mass economical product line that faces no competition in terms of
innovation
Mass – Cornellis – our main product line
Premium – Rene Cornellis – unique line in every respect
V Pillar of our business is PRODUCT!
V PILLARS OF BUSINESS OF RC FOODS
I Pillar
NOVELTY-SEEKING MARKET
II Pillar
INNOVATION
We are looking for only unique products that do not have their copies
on the Polish market
III Pillar
BRAND PERSONALITY
Not survey, but sale through the most demanding network in Poland.
Prior to the launch, each product goes through several months of
testing.
It is the only reliable evidence that the product is the best!
IV Pillar
SPEED ANF FLEXIBILITY
It gives us an advantage over larger competitors
V Pillar
PRODUCT – brand, design, strategy
OUR BRANDS
OUR PORTFOLIO
Premium brand – exceptional
quality and packaging
Mass brand – unique products
for all consumers
OUR PORTFOLIO
FOREIGN PRODUCERS – OUR PARTNERS
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Van Damme , Belgium – Marshmallow Producer
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OHO Nevezis, Lithuania – Cereals Producer
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Biscottificia Verona, Italy – Biscuits Producer
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Nuova Unibread, Italy – Biscuits Producer
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Nawarra, Germany – Biscuits Producer
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Danesita, Portugal – Biscuits Producer
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European Food, Romania – Candy Producer
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Spitz, Austria – Wafers Producer
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Aldigus, Lithuania – Talar Producer
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UAB „Biržų Duova”, Lithuania – Grissini Producer
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Sfaglia Torino, Italy – Tortaletiono Producer
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Lilly Foods, Belgium – Wafers Producer
UNIQUE PRODUCTS
OUR ASSORTMENT 2013 – 71 SKU:
1. Breakfast Cereals 13 SKU
2. Snacks 11 SKU
3. King’s Tallers 6 SKU
4. Cans 6 SKU
5. Italian Line 13 SKU
6. Marshmallow 4 SKU
7. Dry wafers 1 SKU
8. Sirup Wafers 1 SKU
9. Wafers 1 SKU
10. Petit Beurre 2 SKU
11. Halva 2 SKU
12. Distributed Products 11 SKU
In preparation another 30 products
UNIQUE PRODUCTS
BREAKFAST CEREALS
UNIQUE PRODUCTS
MARSHMALLOWS
UNIQUE PRODUCTS
CANS
UNIQUE PRODUCTS
ITALIAN LINE
UNIQUE PRODUCTS
SALTY SNACKS
UNIQUE PRODUCTS
OTHER PRODUCTS
UNIQUE PRODUCTS
DISTRIBUTED PRODUCTS
OUR HISTORY
January 2012
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The beginning of the company.
May 2012
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Introduction to Sales 20 SKU
September 2012
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Introduction to sell Christmas products under the brand
Rene Cornellis and Cornellis
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The introduction of the first product under own brand
for Biedronka
January 2013
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50 solid products and 20 seasonal products
February 2013
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Introduction strategic investor to company. The acquisition
of 20 million euros for the development of company
June 2013
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71 SKU and 10 distributors of products
OUR MARKET
Territory of operations Central
and Eastern Europe, Asia and
South America:
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Lithuania
Latvia
Estonia
Czech Republic
Hungary
Slovakia
Croatia
Slovenia
Romania
Ukraine
Bulgaria
Serbia
Moldova
Russia
Kazakhstan
China
Colombia
SUMMARY
OUR TESTED PRODUCT RANGE INCLUDES 30 SKU
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All products have been tested or are under testing by JMD network
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Some of the products are undergoing quality tests under a private label of JMD network
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All tests were carried out under the Cornellis brand
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Until 04.01.2012, the tests will end. From now on, RC Foods has the right to sell products on the
whole Polish market
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12 months of work have given us the opportunity to create a unique range of products. Its
uniqueness gives RC Foods and our customers the opportunity to achieve high margins and
extraordinary sales results!
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Universal Brand – CORNELLIS
SUMMARY
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The distribution company created by experienced international management team
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The company that creates the innovative product range based on five pillars determining its
uniqueness
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The company that has 2 innovative BRANDS – 30 products
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The company that guarantees its partners to develop by expanding the product range and offering
new solutions (end of 2012 – 50 products)
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The company that guarantees its customers profit through the innovative product range (no
reference on the market)
WE ARE LOOKING FORWARD TO DOING BUSINESS WITH YOU
RC Foods Polska Ltd.
ul. Płocka 5a
01-231 Warsaw, Poland
Phone: +48 668 492 839
e-mail: [email protected]
www.rcfoods.pl