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understanding Hollandia Produce

Mark Wilson, CPA:. understanding Hollandia Produce. Innovation and Stewardship. 1. 3. 2. People. Mission. Products. Food technology for better daily living…. 1. People: Pete Overgaag leads an old family tradition into a new era…. but he doesn’t do it all alone….

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understanding Hollandia Produce

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  1. Mark Wilson, CPA: understandingHollandia Produce

  2. Innovationand Stewardship 1 3 2 People Mission Products Food technology for better daily living…

  3. 1 People: Pete Overgaag leads an old family tradition into a new era… but he doesn’t do it all alone…

  4. The Teamleading by example Pete Overgaag. CEO and Owner. Pete lives and breathes lettuce. A true innovator and passionate green entrepreneur. View this video to learn about Pete and the 3rd generation of greenhouse growing Pete’s family has brought to California.

  5. The Team Ana Carolina Pratt. Human Resources Manager. Fully bilingual in English and Spanish, with experience in retail and agriculture management. Vincent Choate. Director of Marketing. Vince is a loyal employee who will be celebrating 30 years with Hollandia in May of 2012!

  6. Where the “magic” all happens… Production and distribution at 1540 Santa Monica Road, Carpinteria, CA

  7. 2 Products Living Food grown with sustainability in mind

  8. Hydroponic Growing • Hydroponics greenhouse production of lettuce generally produces 3.55 times more lettuce per acre than conventional field growing methods, thereby reducing the amount of arable land necessary for production. Hollandia’shydroponics system will conserve from 66% to 84% of the water that would be used if the lettuce were grown in the field, depending upon the region, soil structure, time of year and irrigation method used. • Lettuce grown in greenhouses is free of the risk of soil transmitted bacteria, fungus and the risk of damage from frost.

  9. LivingButter Lettuce Premium product that sells at $3.99 per unit at Retail (Whole Foods). Whole Foods retail markup at 35.4% =$1.04 Wholesale cost = $2.95 Watch this video to learn about Hollandia’s premium product and value proposition; the freshest vegetables because they’re alive!

  10. Living3-in-1 Lettuce • Premium product that sells at $3.99 per unit at Retail (Whole Foods). • A unique mixed head of three lettuce varietals: LolloRosso, LolloBionda and Red Oak Leaf. View this informational video from Dani Spies to learn about Live Gourmet’s premium product, packaging and preparation ideas.

  11. LivingRed Butter Lettuce Premium product that sells at $3.99 per unit at Retail (Whole Foods). View this video to learn about Hollandia’s premium product, Red Butter Lettuce.

  12. LivingUpland Cress Premium product. Upland Cress is high in phyto-nutrients as well as antioxidant vitamins C and A.

  13. 3 Mission: 5 Ways to be Green 4 are in place, the last is ongoing…

  14. 5 Ways to be Green

  15. Benefits of being Green: • Plug-in hybrid diesel-electric Thermo King Smart Reefer unit lowers fuel costs and maintenance • Underside fairings reduce drag and increase fuel efficiency from 12% to 24%

  16. Patented Technology The “Squircle” Clamshell • Innovative product customized for lettuce shipped • with the root ball attached! • Allows 20% more product per pallet

  17. Awards 2011 Impact Award View this video to learn about Hollandia’s newest product offering…the Squircle.

  18. ? But wait…There’s More! 7 Reasons every growth company needs a CFO!

  19. 7 1. Create Investor Confidence and Trust: A senior CFO is a key member of a strong management team, even on a part-time basis. He adds credibility to the company's financial projections and helps the CEO articulate the company's financial vision. Investors appreciate and value a senior CFO's contribution. They know that a good CFO is a trusted advisor and will improve the company's, and the CEO's, performance.2. Get a Morpheusand avoid group think. Guy Kawasaki says that every organization needs a Morpheus (who delivered the truth in The Matrix), who will ask the hard questions like “does this make sense?”, “what are we trying to accomplish” and “how do we make money?”3. Extend Management capabilities. Experienced CFOs know how to efficiently manage a broad variety of financial and administrative tasks. They can quickly and favorably negotiate deals, leases, insurance, bank lines, legal fees, outside professional services, contracts, employee benefit plans and more. They make sure that the accounting books are accurate and can be relied on for decision making. 7 Reasons every growth company needs a CFO!

  20. 7 4. Manage your cash burn. An experienced CFO is trained to provide solid forecasting and expense management deliverables. Using these tools your CFO can lead the efforts to raise both debt and/or capital as required.5. Just-in-Time Knowledge. The philosophy of Just-in-Time is simple; inventory is waste. With a part-time CFO, you pay only for what resources you need, as you need them. Even though you pay your part-time CFO by the hour, a great CFO will be thinking about your business allthe time.6. If you want to see Sunshine, you have to weather the Storm. Every company experiences a missed forecast, unexpected cost overruns, unbudgeted expenses, and other surprises. Senior CFOs are experts at anticipating the unforeseen, preparing for adversity, and minimizing the effects on the organization and its cash. 7 Reasons every growth company needs a CFO!

  21. 7 7. Plan your Exit. The reality is that most companies will never “go IPO”. More than 95% of exists are achieved through a stock or asset sale, often early in a company’s evolution. M&A buyers will, however, often avoid a young company with weak financial and administrative management because the integration costs are too high. A part-time senior CFO can minimize the pricing discount, transactional pain and yield the highest value and return possible.Scale Up or Scale Down. An experienced just-in-time CFO more than pays for himself, providing senior CFO expertise without the full-time employee cost. Many startups use a part-time CFO for as little as eight hours per month and can scale his involvement as their needs grow. As affordable as a part-time CFO is, how can you afford not to have one? Mark Wilson, CPA/CFO

  22. The Team Mark Wilson. CFO Candidate. CPA. 30+ years of diverse finance, tax & accounting experience; 20+ years in a CFO role. Flexible and solution oriented. Trusted advisor to companies and clients. Tactical skills and strategic vision. Worth an interview; call today! (323) 360-5936 or email:MarkWilsonCPA@gmail.com

  23. End of Presentation Hollandia Produce

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