A Launch Proposal
Retail Supermarket
Club Stores
Convenience Stores
School Foodservice
Hotels
Health Food Stores
Healthcare Dining
Vending
Hen House Brands, Inc.
Neil Friedman, Managing Partner
March 2013
Executive Summary
The Product Description #1
Pre-Cooked Scrambled Eggs
Pre-Cooked Scrambled Egg Whites
Just Heat & Serve In Its Own Temp Safe Bag
Multiple Versions and Sizes
100% Real Eggs
All Natural Ingredients
USDA & FDA Approved
Kosher OU Pareve
No Shells * No Cracking * No Cooking
Designed As “The Most Convenient Breakfast Entrée”
The Product Description #2
Hard Cooked Whole Egg Blocks
Hard Cooked Egg White Blocks
Ready To Eat or Use As Component Ingredient
Multiple Versions and Sizes
100% Real Eggs
All Natural Ingredients
USDA & FDA Approved
Kosher OU Pareve
No Shells * No Cracking * No Cooking
Designed As “The Most Convenient Lunch Entrée”
Technology



Our process was developed 12 years ago by our co-packer in upstate NY.
We start with an excellent recipe. Then we utilize a combination of steam
cooking, product folding & separating along with precise cooling
procedures to guarantee perfect texture and flavor.
Citric Acid is added to the mixture to achieve a 10 week refrigerated shelf
life after production. This allows plenty of time for distribution delivery to
stores and still have more shelf life than fresh whole eggs.
– We do not overly spice or flavor so our finished product is more user
friendly. Consumers can add their own favorites.
Standards- We are a USDA inspected plant with strict HACCP policies in
force. Additionally our product is subject to microbiological testing weekly.
http://www.fsis.usda.gov/PDF/Egg_Products_and_Food_Safety.pdf
Why Would Anyone Buy This?
1.
2.
3.
4.
5.
Fills A Need- Scrambled Whole Eggs and Egg Whites are a staple American meal.
60% of all store bought fresh eggs are cracked & scrambled for breakfast
consumption.
Convenient- All surveys point to convenience as the #1 reason
a consumer would purchase these products. Whether it is bought in a convenience
store for “On The Run” or served at home for family breakfast, Heat & Serve makes
these product s # 1 for ease of use and quality.
Price- Consumers know that time & effort have important value.
This product is equal in price to the competitors uncooked liquid product and also has
far more variety options.
Schools -Can now serve portion controlled products meeting the USDA protein regs.
Hotels -Are looking for new, unique and cost effective products for guest feeding.
Seems like a perfect recipe for success
Competitive Analysis

Competitors
– Aside from fresh shell eggs, Michael Foods & Sunny Fresh sell
currently in the “Egg” category with pint & quart size liquid egg whites
and Egg Beaters®. Although they both manufacture Pre-Cooked
Scrambled Eggs for foodservice, neither has presented in our format
to retail.

Strengths- We will be the only brand in the marketplace.
– In side by side taste tests, Hen House Brands has been chosen
superior to the other companies. Quality will create the repeat sale.
See our award on next page.

Weaknesses
– Our competitors both have national distribution. Should they choose
to follow our lead they would have an strong advantage. We would
have to be driven into distribution by a major retail and foodservice
player early on.
FOR MORE INFO...
www.michaelfoods.com
www.sunnyfresh.com
Project Goals

Ultimate Goal Of Project:
To present this product to the retail, foodservice, hospitality,
healthcare food industry nationally and procure renewable purchase
orders

Relationship To Other Projects
:
This is a natural extension of the success achieved selling these
products into multiple foodservice applications over the last 5 years.

High-Level Timing Goals
:
The food industry’s premier trade shows are approaching. These
events will, in one setting, dictate the future course of the company.
Go To Market- A / B / C

School Foodservice
Present to NYC, Philadelphia, Boston, Chicago, Los Angeles, Clark County

Hotel / Motel Programs
Marriott (All Banners), Choice Hotels (All Banners), Sheraton (All Banners)
Hilton (All Banners)

Convenience Stores
7-11 Commissary, Wawa, Sheetz, HessMart, Cumberland Farms, Mobile

Supermarket Chains
Full market attack. Call on all of the top 10 national super companies and
the top 20 chains

Health & Fitness
National fitness chains, health food store chains, major healthcare groups

Club Store Warehouses
Focus on BJ’s, Restaurant Depot, Costco East

Drug Chains w/ Food
Walgreens, CVS, RiteAid, Duane Reade, Longs, Browns
Multiple Packaging Options
Hardcooked Whole Egg Block
Hardcooked Egg White Block
Health & Fitness
Egg Whites Continue To Carry The Highest Health Benefit Of All Market Proteins
*Omega 3 Fatty Acids are essential for health & wellness
*Healthcare facilities are increasing patient Egg White intake
*Body Builders thrive on Egg White products
Private label brand opportunities are available for all HH products
Retail, Foodservice, Healthcare, Fitness
Hotel Breakfast
School Breakfast
Healthcare Meals
Nutritional Information Based
Upon 2 oz Servings
Scrambled
Scrambled Added Whites
Diced Eggs
Team Resources
Neil Friedman, General Partner / Retail-Foodservice Sales
30 year veteran of the food industry with a history in private restaurant ownership, chain restaurant, chain
hotels, hospitality equipment & supply, food manufacturing ownership, product development for retail and
food service. Currently President & CEO of Harvest Grove, Inc.- a food sales & marketing company
servicing Retail, General Foodservice, Club Stores, Convenience Stores, Drug Chains, Military &
Correctional Facilities, School Foodservice and Vending.
Moses Neustadt, General Partner / Commercial Sales
40 years history of family egg business. Purchasing, production, packaging, sales of liquid and frozen
whole eggs, egg whites and hard cooked eggs. Currently Senior Vice President & National Sales Manager
of Newburgh Egg, Woodridge, NY
Joshua Cooper, Product Development Technologist / Sales
20+ years experience with a focus on blending classic culinary training with solid core food science
principles. Multiple years invested as designer of innovative prepared food design and menu development.

Management and behind-the-line in fine dining establishments. Trained under European chefs.

Director of Research and Development for a private label manufacturer with a focus on All Natural,
Organic and clean label product lines for national-based accounts.

Working experience on hot fill shelf stable product lines in regards to retail markets.

Extensive knowledge with cook/chill operations for food service applications.

Involved in creating bench-top prototypes for full-scale production in manufacturing facilities
nationwide.

Strong emphasis on development of products for retail grocery, food service, national restaurant
chain accounts, club stores and institutional-based customer lines.

Created multiple variations of ethnic and healthy items ranging from soups, snacks, bakery items and
entrees for the fresh and frozen markets.

Active and contributing member of the Research Chef’s Association, IFT Refrigerated Foods Division,
and American Culinary Federation- Northeast Chapter, NASF, NEIFT and PLMA.
Zero Lease/Film Program
This program is designed to relieve users of the major cost of the packaging
equipment by providing a “0” lease based upon film purchases of
$ 200,000 or more annually.
5,405,405 film units would equate to the minimum annual requirement.
PRICE QUOTATION
Date:
August 25, 2010
Customer:
Harvest Grove
Cryovac Salesperson:
Rick Copeland
Quote Offered By:
The chart below indicates a maximum cost per film unit of $ 0.063
And a reduced cost of $ 0.037 based upon 3 million units
Dorothy Sullivan
$/000 IMPRESSIONS
115M
175M
350M
700M
1.5MM
2MM
3MM
Sales Type
FS7035T
Size
190MM X 150MM, 1 AC
Description
4 PP
$
53.05
$
46.78
$
40.51
$
37.95
$
36.17
$
35.32
$
35.01
FS7035T
190MM X 150MM, 1 AC
6 PP
$
63.19
$
54.29
$
45.08
$
41.59
$
38.96
$
37.80
$
37.18
$
0.063
$
0.054
$
0.045
$
0.042
3,174,603
3,703,703
4,444,444
4,761,905
# of impressions per $200.000 required purchase per year.
$
0.039
5,128,205
$
0.038
5,263,158
$
0.037
5,405,405
Vertical Form Fill Seal System Specs
Click Here For Printable Copy
Vertical Form Fill Seal Cost
Click Here For Printable Copy
Cost From Barn To Table
Visuals
Hardcooked Whole Egg Block
Hardcooked Egg White Block
Steps To Launch

Secure Funding
Show Related Activities
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•
•
•
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Purchase Prototype Bag Labels
Purchase Prototype Master Cases
Create & Print POS Materials
Create & Forward Promotions To Attract Major
Buyers.
Unexpected Delays or Issues:
None
Link
The national school nutrition show (SNA) is the launch pad for all new breakfast, lunch &
snack items for the coming year. Foodservice directors (3000) from all over the US,
Canada, South America, Puerto Rico, Europe and Asia attend.
Our products have been specifically designed to meet every criteria required to be
approved worldwide. Additionally, we have the flexibility to private label for both branding
and lingual adaptations.
Based upon availability this venue will require funding of $ 10,000.00 to secure:
10 x 10 Booth, Electric, Carpet, Tables, Signage, Sample Production, Labeling, Pre-Show
Marketing, Travel (4), Lodging (4)
Expectations are sales upwards of $ 5 million dollars for 2013-2014 school years.
Link
The International Hotel Motel Show (ihmrs) is the only annual show attracting a worldwide
audience. 18,000 attendees make this show a major targeted venue for Hen House.
Both small and large hospitality systems will benefit from our line.
Our products have been specifically designed to meet every criteria required to be
approved worldwide. Additionally, we have the flexibility to private label for both branding
and lingual adaptations.
Based upon availability this venue will require funding of $ 10,000.00 to secure:
10 x 10 Booth, Electric, Carpet, Tables, Signage, Sample Production, Labeling, Pre-Show
Marketing, Travel (4), Lodging (4)
Expectations are sales upwards of $ 5 million dollars for 2014.
Limited Offering
Contact Neil Friedman
800-545-5958
henhousebrandsinc@comcast.net