1PROGRAM BOOKLET

VIPBAKERY INSPIRATION TOUR

PRODUCTION & RETAIL | INSIGHTS & OUTLOOKS

18-19-20 MAY 2015 AMSTERDAM | THE NETHERLANDS

2EXPERIENCE INDUSTRIAL BAKING PROCESSESInside visit to leading dough-, bread- and pastry manufactur-ers

SECURE YOUR INGREDIENTSLearn how to achieve softness, shelf life, taste and much more, using unique ingredients

SECURE YOUR KNOWLEDGEFind out the latest insights & outlooks on the international baking & food business market

CRAFTMANSCHIPLearn the secrets of baking & taste from international experi-enced artisan craftsmen

BAKERY RETAILDiscover the hottest retail bakery models

3TABLE OF CONTENTS

VIP BAKERY INSPIRATION TOUR 4

PROGRAM BY DAY 5

Sunday / Arrival 5 Monday / Fresh, craftsmanship, vision 5 Tuesday / Inspiration, dough, franchise and international 9 Wednesday / Industrial franchise and prebaked bread, bakery education 11

TOUR GUIDES 14

AMSTERDAM 15

HOTEL 17

PROGRAM HEADLINES 19

SPOUSE PROGRAM 20

FEE 21

4VIP BAKERY INSPIRATION TOURDo you want to learn how to differentiate your bakery business?

The vibrant and bustling city of Amsterdam is full of culture and history. It also has a per-fect balance of high-quality bakery products and contemporary retail, whilst preserving craftsmanship and taste. The entire country of the Netherlands is like that: a small King-dom in the world, an impressive source of bakery knowledge and diversity.

Join us on an exclusive VIP-only Bakery Inspiration Tour on 18-19-20 May 2015 in Am-sterdam and the rest of the Netherlands. This tour will be an enriching, learning and entertaining experience in the Netherlands. With First-Class accommodation, luxurious coach and fine dining experiences.

This Bakery Inspiration Tour is the perfect way to experience the latest in the bakery in-dustry throughout the supply chain. During this 3-day tour we will visit about 15 leading companies and organizations operating within in the bakery business.

VIP ABOARDThe tour is especially designed for international entrepreneurs from emerging markets, who want to grow or invest in the Bakery Industry. Preferably senior executives and leading entrepreneurs that stand out in their respective field.

Our seniors will answer all your questions

5PROGRAM BY DAYWe have composed a wonderful but also a very full program for you. This way we want to ensure the maximum return on your participation in this tour. Besides that we are still developing the program. The program is subject to change.

SUNDAY / ARRIVALOn Sunday May 17th, we are looking forward to meeting you upon your arrival at Am-sterdam Airport Schiphol. Of course we will ensure a carefree transfer to our hotel in the city of Amsterdam.

In the evening we will organize an informal meeting for all our guests. During this meet-ing we will introduce you to the other participants and our tour guides. We will also ex-plain the program for the next days and the practical details of the tour.

MONDAY / FRESH, CRAFTSMANSHIP, VISIONThe tour on Monday May 18th, will be all about fresh baked bread and artisan craftsman-ship. We would like to introduce some of the visits on this day.

We will start this day with a visit to the largest privately owned artisan bakery of the Netherlands with over 50 shops. The owner will tell us about his strategic choices and how he puts them into practice in his business and shops.

Hotel Andaz Amsterdam Prinsengracht *****

6Afterwards we will visit a unique fresh market: a new and distinctive part of a famous Dutch hotel chain. A beautiful store with its own bread, meat (from its own farms), fish, cheese, tea, wine and vegetable section. Customer experience, quality and service are key within this concept. You will discover the strategic smart combination of a fresh food store and a hotel chain.

We also plan to visit IKEA in Delft (a multinational group of companies that designs and sells ready-to-assemble furniture such as beds, chairs and desks. As of January 2008, it is the worlds largest furniture retailer. Vision: To create a better everyday life for the many people. The business idea; We shall offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them). Ikea in Delft is the European test store for the modern Western European consumer. From May 1st, the worldwide chain will test a complete artisan bakery within the store at its location in Delft. If successful it will be copied to all Dutch IKEA stores at first and later on to the stores in the rest of the world.

Largest artisan bakery in the Netherlands

7Our next stop is in Rotterdam at the new architectural icon of this largest port of Europe: the Market Hall. It brings apartments, a large market, restaurants, food shops and a su-permarket under one roof. This is unique in the world. The base of the 39-meter Market Hall is an enclosed indoor market with 100 stalls and on the roof there are 228 homes. There are 7 bakeries in the Market Hall, each of them with a different business model.

Subsequently, we will visit Sonneveld, the supplier of an extensive assortment of bread improvement agents, bread and pastry mixes and release agents. These products are supplied to artisan as well as industrial bakeries. An important part of their turnover is earned through export to countries in Europe, the Middle East, South America and South East Asia. The company is market leader in the Netherlands. Here we learn how to achieve softness, shelf life, taste and much more, using unique ingredients.

Part of Sonneveld is the European Bakery Innovation Centre (EBIC), an open innova-tion centre for parties in the European bakery chains: raw material suppliers for bakery goods, bakery equipment manufacturers, bakeries, retail, food service, bakery ingredi-ent producers and European governments.

Largest artisan bakery in the Netherlands

8EBIC is open to intensive cooperation between universities, research centres, partners and suppliers in order to achieve innovative concepts.

Through EBIC, Sonneveld wants to add value to the European bakery chains by creating, sharing and implementing knowledge and expertise, with the consumer as cornerstone. Fields of activity are: Innovation & Development, Application centre, Customer centre, Market knowledge. Here we learn about the latest insights & outlooks on bakery prod-ucts and processes.

We conclude this tour day at the former Royal Leather factories, where the only offi-cial Master Boulanger and Master Pastry Chef of the Netherlands recently started his new bakery and shop. This famous Dutch bakery TV host is renowned for his extensive knowledge of and craftsmanship on pure bread and pastry. Amongst much more, he was founder of the Dutch Pastry Team, visiting professor of international master classes in the USA at the World Pastry Forum, European champion best barbecue dessert and during the 2008 Summer Games in Beijing, he was responsible for the desserts at the Holland Heineken House.

European Bakery Innovation Centre

9He will share his passion for bread and pastry with us. And you will learn how terroir of ingredients influences the taste of the final product. (Wikipedia: Terroir is the set of special characteristics that the geography, geology and climate of a certain place, inter-acting with plant genetics, express in agricultural products.)

During our dinner in Amsterdam you may want to fasten your seatbelts for a speech of a highly acclaimed trend watcher, author and speaker with roots in India, Latin-Ameri-ca and Europe. He researches financial, social, cultural, economical, technological and spiritual trends and interprets these for an array of clients. He is the writer of the book The Future of Food and is a much sought-after, international speaker for strategy ses-sions and other business gatherings. He is captivating, stimulating, visionary, humor-ous, inspirational, challenging and accessible.

TUESDAY / INSPIRATION, DOUGH, FRANCHISE AND INTERNATIONALThe tour on Tuesday May 19th, will be all about inspiration, frozen dough, franchise and the international market and business. We will introduce some of the visits on this day:

We will start this day with a Breakfast Inspi-ration Tour through the city of Amsterdam, along the leading and distinctive bakery concepts of the Netherlands. You will expe-rience the commercial power of front-bak-ing in the shop. One of our visits will be at a fast growing company with bakeries al-ready in Uganda and Rwanda. Owned by amongst others the largest independent Dutch industrial baker, who is planning to open in many leading cities, for example also on the African continent and in India.

Coming from just in front of the oven, we will go to the largest Dutch producer of frozen dough. You will get fascinating insights about this way of production. This company has been successful for more than 20 years. You will see the shortest route from weighing the flour to shock freezing the dough. Shock freezing is one of the best natural systems to extend the shelf life of food. This will be the only visit in our tour to a bakery without production ovens.

Bakery Inspiration Tour through Amsterdam

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The available ovens are mainly used for product development. One of the tour guides has been marketing manager of this company during its fast growth period in the nineties. This dough producer originat-ed from the leading franchise bakery chain in the Netherlands. Of course we will visit one of the franchise shops to see the proof of the pudding: front baking the frozen dough in the shop.

Next we will be welcomed by the CEO of Food Valley NL in Wageningen. Food Valley is a region in the Netherlands where interna-tional food companies, research institutes, and Wageningen University and Research Centre are concentrated. Wageningen Uni-versity is one of the leading centers in Food Science and Technology in the world. The Food Valley area is the home of a large num-ber of food multinationals and within the valley thousands of professionals are active in food related sciences and technological development. Far more are involved in the manufacturing of food products. Food Valley is the dynamic heart of knowledge for the international food industry. That is why several bakery oriented institutions are locat-ed also in this area. Like Sillicon Valley is the global heart of high-tech, Food Valley is the global heart of food. Within this region, the organization Food Valley NL is intended to create conditions so that food manufacturers and knowledge institutes can work to-gether in developing new and innovating food concepts.

Roger van Hoesel will inspire you with his enthusiastic story on how connections and collaborations between industry, research institutions and government improve the in-novative power and innovation performance of food companies, including bakeries.

Bakery Inspiration Tour through Amsterdam

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At the end of the day, our bus will stop at the leading Food & Agri Bank of the Neth-erlands and global player in the worldwide Food & Agri market. You will be immersed into (financial) figures, analyses and strategic insights and outlooks on the international food and bakery market.

After two days of inspiration overload, it is time for a relaxing dinner cruise on a classical Salon boat in the canals of Amsterdam, with live cooking on board.

WEDNESDAY / INDUSTRIAL FRANCHISE AND PREBAKED BREAD, BAKERY EDUCATION Our last tour day on Wednesday May 20th will be about industrial franchise, the industri-al production of prebaked artisan bread, Modified Atmosphere Packaging of bread and the in just 4 years - already leading, private bakery school of the Netherlands and far beyond. We introduce some of the visits on this day:

In the morning we will be welcomed by a unique industrial franchise bakery organiza-tion. It consists of several industrial bakeries throughout the Netherlands, who bake bread and make pastry for most of the Dutch supermarket chains. We will learn about the tight, one-of-a-kind cooperation of, at first sight, competitive independent bakers.

Dinner on a Amsterdam Canal Cruise

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Next we will get a tour in an ultramodern factory for natural artisan bread only. This unique bakery has realized a fast growth, which made the owner decided to build a sec-ond bakery of this kind.

Close to fresh bread is the technique of Modified Atmosphere Packaging. The largest independent baker of the Netherlands will tell us about this technique and of course he will show it. He will also tell about his strategic choices, his wins and his innumerous and creative ideas for new product- and sales concepts.

Learn the secrets of the making of pure bread and pastry during a visit to the leading Bakery Institute. Here you will get the opportunity to create - with your hands in the dough to bake bread. This private bakery school is set up along the concept of the San Francisco Baking Institute and the French Culinary Institute of New York. Here (your) em-ployees can be (re)trained within 9 weeks as accomplished bread baker or pastry chef!

Bakery Institute The Netherlands

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The Bakery Institute also started courses for middle management and host or hostess in the bakery. The teachers are native Dutch, English or French speakers and most of them have a broad international bakery experience. The Institute was founded in 2011 by and for the bakery, the owners include bakeries and bakery suppliers.

We conclude this day with a dinner and a dinner speech on a special location.

Bakery Institute The Netherlands

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TOUR GUIDESYour three tour guides are an experienced strategy consultant, who has made his mark in the Dutch bakery supply chain, and two international entrepreneurs with extensive knowledge and experience in the construction and operation of industrial bakeries all over the world.

FRANS VAN DER SCHOOT25+ years of experience in consulting, engineering, design and installation of bakeries, positioning him as one of the world leaders in his domain.

MARK MAKRAM SALMAN25+ years of experience in creating, managing, op-erating and advising retail and industrial bakeries worldwide, with specific expertise in sales and mar-keting of bakery products.

HANNO SPANNINGA25+ years of experience in strategy and marketing in the bakery supply chain, from milling to franchise and retail. He assists companies in the food sector, espe-cially in the bakery sector, on the development and implementation of their strategy.

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AMSTERDAMWhatever you are looking for in a city youll find it in Amsterdam. Lonely planet says so: Amsterdam is one of the best cities to visit.

The 17th century historical atmosphere combined with the mentality of a modern me-tropolis, thus creating a friendly and relaxed environment, that is what makes Amster-dam so attractive. The small scale of the buildings and the intimacy of the streets, canals and squares create an atmosphere that visitors find unique.

The city has the highest museum density in the world and is home to cultural highlights, such as the Van Gogh Museum, Hermitage Amsterdam and the Rijksmuseum with Rembrandts world-famous Night Watch. There are many reasons for a visit to Am-sterdam.

Amsterdam

Rijksmuseum

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HIGHLIGHTS Amsterdams cultural history and museums of world-class. The Canal Belt with its traditional 17th and 18th century architecture is a UNESCO World Heritage site. Amsterdam is sometimes named Venice of the North The best way to experience the city is from the water, so take a canal cruise. The compact layout of the city. Amsterdam is a small city (compared to London, Paris or New York) so you can get a real feel for its people, neighborhoods, sights & secrets. Great hotspots to visit like the Albert Cuyp market, the unique Nine Streets Shopping area, the Floating Flower Market (with the tulips), the Royal Palace on the Dam, the nature in the Vondelpark etc. etc. Glittering Diamonds: Amsterdam has a long heritage in the diamonds and has been a major diamond center since later 16th century. Amsterdam is in the Top 15 safest cities in the world. Shopping in Amsterdam: From department stores to designer shops: Amsterdam has it all. Language is no problem; everybody speaks English.

For more information please go to the website of the tourist board: www.iamsterdam.com

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HOTEL ANDAZ AMSTERDAM PRINSENGRACHT *****The Andaz Amsterdam Prinsengracht will be your starting point of a unique Amster-dam experience. Located in the historic centre of the city and within the ring of canals, the five-star boutique hotel provides you with a unique refreshing taste of Amsterdam. Reflecting its lively and distinctive surroundings through the adventurous design of re-nowned local designer Marcel Wanders, Andaz Amsterdam Prinsengracht hotel offers not merely a place to come home to and relax, but a place that will energise and inspire.

Set on the site of the former Public Library on the Prinsengracht (Princes Canal) part of the iconic citys ring of canals, this hotel is surrounded by the cultural scene of the lively Jordaan district and the charming Nine Streets, filled with art galleries, unique specialty shops and trendy fashion boutiques. The city centers major attractions and prime retail districts are within close walking distance.

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Pursue your Amsterdam experience within the sophistication of the 122 artistically in-spired, stylish guestrooms, where Dutch history comes alive through modern design. Feel at home with amenities such as complimentary snacks and non-alcoholic drinks from the mini bar, local phone calls and Wi-Fi.

Enjoy the social heart of this boutique art hotel with a cup of coffee or glass of wine in the Andaz Lounge, or discover their signature cocktails in the speakeasy atmosphere of Bluespoon Bar. If it is relaxation that you desire, make your way to The Spa boasting a sauna and treatment rooms complemented by a fully equipped gym.

HOTEL AMENITIES Complimentary wireless Internet Complimentary minibar with non-alcoholic beverages and snacks Unlimited local phone calls Newspaper delivery Andaz lounge Plush robes and slippers LCD television In-room safes Guest bicycles Video art gallery

HOTEL SERVICES 24-hour gym Dry cleaning and laundry services Spa services Sauna Currency exchange

For more information please go to their website: amsterdam.prinsengracht.andaz.hyatt.com

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PROGRAM HEADLINESProgram is subject to change. If you like, we can organize a spouse program.

SUNDAY MAY 17 Arrival at Amsterdam Airport Schiphol Transfer to the hotel Arrival at Andaz Amsterdam Prinsengracht Welcome meeting & get acquainted to the other participants

MONDAY MAY 18 | FRESH, CRAFTSMANSHIP, VISION Breakfast at the hotel Start of the first tour day at 08:00 AM Company visits Formal welcome Freshen up at the hotel Dinner & Dinner speech Transfer to the hotel (arrival approx. 10:00 PM)

TUESDAY MAY, 19 INSPIRATION, DOUGH, FRANCHISE AND INTERNATIONAL Departure from hotel at 08:00 AM Inspirational Breakfast Tour Amsterdam on foot Continuation second tour day by bus Company visits Official reception at Food Valley NL Official reception at Rabobank NL Freshen up in the hotel Dinner cruise with live cooking aboard (the quay is in front of the hotel)

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WEDNESDAY MAY, 20 INDUSTRIAL FRANCHISE, PREBAKED BREAD, BAKERY EDUCATION Breakfast at the hotel Start of the third tour day at 08:00 AM Company visits Formal welcome Freshen up in the hotel Dinner & Dinner speech Transfer the hotel(arrival approx. 11:30 PM)

THURSDAY MAY, 21 DEPARTURE OR OPTIONAL LONGER STAY IN AMSTERDAM Breakfast at the hotel Departure from Amsterdam Airport Schiphol We can imagine you want to extend your stay in Amsterdam. If you want, we can arrange this for you. (additional nights will be charged separately) The hotel is located within close walking distance of the city centers major attractions and prime retail districts.

SPOUSE PROGRAMIf you like, we can additionally organize a spouse program. This program offers an wide array of activities showcasing the very best Amsterdam and the Netherlands have to offer.

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FEEThe total fee for this tour is only 5.495,-

THIS FEE INCLUDES: Transfer from and to the airport. 4 nights stay in luxury hotel. (based on single occupancy) Breakfast, lunches and dinners on Monday, Tuesday and Wednesday. Breakfast on Thursday is also included. Drinks during the program on Monday-Tuesday-Wednesday (during breakfast, lunch and dinner). Visit to approximately 15 leading companies and organizations operating within in the bakery business, from milling until retail. Transfer by luxury coach for all the visits during the program. Three senior experts who are at your service during the tour: an experienced strategy consultant, who has made his mark in the Dutch bakery supply chain, and two bakery international entrepreneurs with extensive knowledge and experience in the construction and operation of retail and industrial bakeries all over the world. Assistance with booking your flights (if desired) Full support on documents that need to be provided for the visa application.

THIS FEE IS EXCLUDING: Flight costs. Extension of your stay in the Netherlands. Costs for the stay of your spouse (if applicable) Cost for the spouse program (if applicable)

We are looking forward to welcoming you as a participant of this Bakery Inspiration Tour 18-19-20 May 2015 (arrival on Sunday, May, 17 and departure on Thursday, May, 21). Do you have any questions prior to your registration? Please do not hesitate to contact us by email or by phone.

We will make sure that it will be an enriching experience for you and that you will have a clear vision on your (future) business and opportunities afterwards.

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MORE INFO: WWW.BAKERY-INITIATIVES.COM/VIPTOUR

VISITOR ADDRESSArchitronlaan 15321 JJ Hedel

The Netherlands

CONTACT USTel: +31 73 534 0850 (NL)

Cynthia Jansencynthia@bakery-initiatives.com