AUSTRALIAN GROWN CHIA SEED...TCC understand consumers want to be healthier but the modern diet of...
Transcript of AUSTRALIAN GROWN CHIA SEED...TCC understand consumers want to be healthier but the modern diet of...
Nuffield International Conference 5th October 2011
thechiaco.com.au
CHIA SEED
AUSTRALIAN GROWN
Nuffield Scholarship- Global trends in agriculture
Contribute positively to the health and wellbeing of the global community.
The Chia Company- Reason for being?
What is Chia?
• Chia is a tiny ancient seed that was consumed as early as 3500 BC and was one of the main dietary components of the Aztecs and the Mayans.
• Chia seed is the highest plant based source of Omega 3, dietary fibre and protein.
• Chia is the only whole grain that can be eaten raw without milling or processing.
• We sell a range of Chia products in natural and sports nutrition retailers around the world
Chia Nutrition and Applications
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Chia Nutritional Composition
20.4g Protein
20g Omega 3
7.1g Omega 6
37.5g Dietary Fiber
Plus Vitamins and minerals: Calcium Iron Magnesium Potassium
Chia composition per 100g
Chia is the highest plant based source of dietary fiber and Omega 3, also very rich in protein, antioxidants and vitamins and minerals.
What Makes Chia Unique
White Chia
Black Chia
White and black chia are the same just a different seed coat colour
Chia is the only wholegrain food that can be consumed directly as it comes from the plant Chia is a perfect oval structure that naturally encapsulates the Omega 3 Oil and it is stable for > 6 years Chia Seed has a very soft fine coat so does not need to be processed before consumption or addition to cereals
Growing Chia
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The Perfect Environment
The Chia Company (TCC) is located in the Kimberley’s - exactly 15 degrees from the equator where there is the ideal day length for growing Chia high in Omega 3. This tranquil haven has nutrient rich soil and provides the discrete dry season necessary for quality guaranteed Chia.
The Chia Company Farms, Western Australia
Day Length Exactly 15 degrees from the equator
Climate Distinct dry season
Water Ord river. Water timing important for oil seed crop
Guaranteed quality Grow under irrigation not rain fed – consistent Omega 3, vitamin and mineral profile in every crop
Sustainable farming Gravity fed irrigation, natural harvesting methods
Predictable continuous supply 100% Private Australian owned company not a co-op
Food safety HACCP certified, QA system, fully integrated supply chain
Specific Growing Conditions
Chia, vegetative stage
Flowering
The Chia Co Supply Chain
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The Chia Industry Needed a New Model The Farmers Market
Farmers Market
Consumer
The ultimate in purchasing natural products
Ingredient Supply Chain
Farm
Co-Op
Grains Trader
Importer
Distributor
Food Manufacturer
Ingredients co
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Consumer
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The Chia Company
Distribution
Farming
Grading, Cleaning, Testing
Food manufacturer
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TCC Supply Model
TCC owns the product from planting to food manufacturer -Instant connection to the farm -Product to market in simplest purist form
Consumer
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Our Own Supply Chain
TCC has invested 8 years in developing our own supply chain for Chia. We ensure quality is managed from our farms through to our consumer products and Chia ingredients. We are committed to the long term development of The Chia Industry globally.
Batch AUSW10BD008 AUSW10BD008 AUSW10BD008
Batch tracked from the paddock to the consumer product bar code
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Chia Marketing
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Global Consumer Trends
Convenience Health and Wellness
Environment, Social & Ethical Premiumisation Value for Money
Understanding Consumer’s World
TCC understand consumers want to be healthier but the modern diet of highly processed foods often lacks essential nutrition. Chia as a key ingredient in convenient daily foods offers consumers a great tasting source of natural fibre, protein and Omega 3 and it tastes great.
Chia Seed is high in both wholegrain fibre and essential fatty acids (Omega 3), the foundations of the daily diet
Chia bar
Chia yoghurt
A Window of Opportunity in Food Trends
First (80’s and 90’s) Absence of food negatives
Next (90’s and 00’s) Presence of positives
Now: Balanced Diet and natural nutrition
Ingredients Focus- Clean labels
Haagen-Dazs Five crafted with only five ingredients
The Chia Co Consumer Products
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Consumer Products Division
Health Food Stores Sports Nutrition Chemists
Hero store: Healthy Life Hero Store: GNC Live Well Hero Store: Terry White
We sell our branded consumer products in over 1,000 retail outlets in Australia as well as supply a few chosen private label partners. Our brand is the industry leader in quality standards and priced at a premium. The Chia Co brand has worked well in the USA market and tested well in Europe.
Shelf Ranging
PR in Los Angeles
John’s Blog
John blogs weekly on Miranda Kerr’s website
The Chia Co Ingredients
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Chia Ground Seed
• Same nutritional profile as Chia
Seed
• Specially ground with cool
milling technology to protect
Omega 3
• Works well in nutritional bars
and supplement products
20.4g Protein
20g Omega 3
7.1g Omega 6
36g Dietary
Fibre
Plus Vitamins and minerals: Calcium Iron Magnesium Potassium
Chia Flour
DietaryFibre49 %
Protein27%
Omega 33.4%
Other20 %
• Partially defatted
• Micron size -150
• If the product contains 10g of
Chia Flour it is sufficient to make
the Omega 3 content claim
• Pleasant flavour in baked goods
• Does not change sweet flavours
White Chia Seed makes a light beige colour flour
Chia Oil
• Cold pressed Chia Oil
• Relatively clear
• Mild in taste
• Works very well in dairy
products for Omega 3 fortification
Omega 3
60%Omega 6
20%
Saturated Fats10.9%
Mono Unsaturated Fats
9%
Chia Oil is very light and pleasant tasting, no bitterness
Traditional Sales
Sales Guy
Procurement Guy
Technical M
anager R&
D
Man
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Q
uality and Supply C
hain Accounts
Receivable Adm
in Support
Qua
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Supp
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Cha
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Acco
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Pay
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Ad
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Sup
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Sales Organisation Customer
Traditional sales in agribusiness
Modern Sales in Agribusiness
Technical Manager
Quality and
Supply Chain
Accounts Receivable
IT
Procurement Person
R&D
Quality and Logistics
Accounts Receivable
IT
Customer Relationship
Manager
Sustainable customer relationships
Ingredients Division
Chia Seed
Chia Oil
Chia Ground Seed
Chia Flour
Chia Powder
Bakers Delight White bread with White Chia Seed
Bakers Delight White Chia Bread , baked daily in 650 outlets across Australia http://www.bakersdelight.com.au/WhatWeBake/HealthyEating/ChiaBread/
Source of
- Omega 3
- Fibre
- Protein
Key Consumer Insight, people love
white bread but want to be healthier
•Premium Positioning achieved
through nutrient content claims
• Premium Price through the use of
superfood ingredient
• Chia Tastes Great tiny perfect oval
seed with a soft shell that has no
bitterness and excellent eating
qualities
• Chia Bread is higher in fibre and
Omega 3 than wholemeal and other
seeded bread
Chia Breakfast Juice
• Contains nothing but apple, banana cinnamon and Chia seeds • 250ml beverage contains 3.8g of fiber, 1.6g of Omega 3 and 3.5g of protein • Chia gives Omega 3, fiber nutritional content claims • Chia Seed gives a very small crunch similar to a kiwi or strawberry seed • Chia is a natural thickener keeps you fuller for longer
Baby Foods
Hero ingredient but no nutrient content claim
Chia in Breakfast Cereals
Cluster Format Loose Format
Chia in Snacks
Weight conscious snacks and snacks with some positive nutrition
Baked Goods
Chia is packed with protein and antioxidants. This tiny powerhouse also stores a rich concentration of essential fatty acids such as omega 3, dietary fiber and iron − a combination that will help you build muscle, lower cholesterol, reduce the risk of heart disease … and run a marathon. Our chia muffin is sweetened with bananas, dates and agave syrup; low-fat yogurt makes it moist and tender.
Sakata Wholegrain with Chia
• Pepsico’s global direction is to have at
least some positive nutrition in all snack
foods by 2015
• We supply Chia in 7 new variants as a
source of Omega 3
Contribute positively to the health and wellbeing of the global community.
The Chia Company