Hudson Valley Fresh

1
Hudson Valley Fresh

• Think Global. Eat Local.

2
All milk is not created equal.

• Is milk a commodity or a value added product?
• 1. milk quality affects taste
• 2. rBST affect on consumer desirability
• 3. Local. Local. Local.
• HVF was created to obtain more money for local
  farmers willing to meet quality standards.

3
Meeting Quality Standards

• SSC less than 200,000
• Bacteria count less than 5,000
• No added rBST
• P.I. count less than 5,000

4
Benefits to the Farmer

• Pride in a local Product that is not co-mingled
• Fair price for their product
• 20 paid per 100 pounds of milk sold vs. 14 paid
  by the co-op
• Milk fewer cows and have a better quality of life

5
Educating the Consumer as well as the Farmer

• Consumer
• Benefits by providing a high quality product with
  superior freshness all while preserving open
  space
• Farmer
• Re-educating the farmer that the consumer is not
  the company that picks up the milk.
• Importance of a well-kept farm

6
Creating an Entity

• How did we create HVF?
• 1. For profit vs. not for profit
• 2. To build a plant vs. subcontracting
• 3. To distribute vs. subcontracting
  distribution
• 4. Knowing the local demographics.
• 5. Appealing to a larger market area

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Promoting the Brand

• Who is best suited to promote HVF?
• 1. Farm and Home centers
• 2. Local Congressmen
• 3. Businessmen
• 4. Farmers
• 5. Consumers
• MUST BE PASSIONATE FOR MISSION

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Raising Funds

• Grants
• Private Funding
• Contributions by Participating Farmers

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HVF Our track record

• Week 1 6 family owned stores and delis
• Week 72 70 stores, including Stop Shop,
  Hannaford, Freshtown, and Price Chopper
• Expansion into New York City - Elis, The Vinegar
  Factory, Jacks Coffee House, Whole Foods, NYU,
  New School in Manhattan, Foragers Brooklyn

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Sales by Weight

• Week 1 400 pounds sold
• Week 72 12,000 pounds sold
• Week 150 40,000 pounds sold
• Revenues
• Month 1 1,000
• Month 16 - 23,000
• Month 36 - 60,000

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Looking to the Future Limiting Factors

• Processing Abilities
• Continued Source of Quality Milk
• Finding Employees Committed to the mission
• Transportation and Delivery Limitations
• 36 mile radius for HVF
• Benefits and disadvantages of subcontracting

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Advertising

• 1. Newspaper
• 2. Radio
• 3. Billboard
• 4. Taste Testing
• 5. TV
• 6. Press Release
• 7. Joint ventures

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Monthly Sales for 08
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HVF Product Distribution
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