Our journey so farKarl Frestle, Sales Director Hain Daniels, Grocery

Karl Frestle resumeUp to 1996 Finance roles

1996 to 2001 Bass, Commercial Finance & various Account Mgmt roles

2001 to 2009 Jordans Cereals, Account Controller to Sales Director

2010 to 2013 Interim roles, Greenalls & Wells and Youngs

2013 to date Hain Daniels Grocery, Sales Director

Qualified Beancounter

First Commercial Finance partner in Bass Brewers

to transfer into Sales

Owned by Hain Celestial Hain Celestial’s Purpose is to create and inspire A Healthier Way of Life™.

Our Mission is to be the leading marketer, manufacturer and seller of organic and natural better-for-you products.

We are committed to growing sustainably while continuing to implement environmentally sound business practices and manufacturing processes.

The Hain Celestial Group (NASDAQ: HAIN), headquartered in Lake Success, NY, is a leading organic and natural products company with operations in North America, Europe and India.

Alba Botanica®

Almond Dream®

Arrowhead Mills®

Avalon Organics®

Bearitos®

BluePrint®

Candle Cafe™

Casbah®

Celestial Seasonings®

Cully & Sully®

Danival®DeBoles®

Dream™

Earth’s Best®

Ella’s Kitchen®

Empire® KosherEurope’s Best®

Farmhouse Fare®

Frank Cooper’s®

Freebird™Gale’s®Garden of Eatin’®GG® Unique FiberGluten Free Café™Hain Pure Foods®Hartley’s®Health Valley®Hollywood®Imagine®JĀSÖN®Johnson’s Juice Co.®Joya®Lima®Linda McCartney®Live Clean®MaraNatha®Natumi® Naughty But Rice ™New Covent Garden Soup Co.® Nile Spice ®

Orchard House Foods Plainville Farms®

Queen Helene®

Rice Dream®

Robertson’s®

Rudi’s Organic Bakery®

Sensible Portions®

Soy Dream®

Spectrum Essentials®

Spectrum®

Sun-Pat®SunripeSunSpire®

Terra®

The Greek Gods®

Tilda®

Walnut Acres Organic®

Westbrae Natural®WestSoy®

Yves Veggie Cuisine®

GroceryBusiness Unit

Jam, Jelly, Sweet Spreads, Dairy Free & Global Brands

HistonCambridge

FruitBusiness Unit

Cut Fruit, Fruit Desserts & Drinks

Corby, Gateshead, & Leeds

Chilled & FrozenBusiness Unit

Chilled & Traditional Desserts, Soup & Meat Free

Fakenham, Clitheroe, Grimsby & Peterborough

Hain Daniels Grocery Brands

Hain Daniels Grocery StoryNot yet 5 years old, with a £160M turnover

Carve-out from Premier Foods

No people, systems, procedures; blank sheet of paper

Great Brands, great market share but high Volume on Deal, needed to firstly control the spend, then optimise

Systems InterfaceEnterprise Resource Planning

Exceedra Sales

Planner

Exceedra Demand Planner Base forecast

(calculated by algorithm with non repeatable events removed)

Manual entries with approval workflow Promotion events Customer terms Invoice prices

Manual entries Non-repeatable events identified Base forecast changes eg velocity or ACV Distribution

Demand Planner

Floating dateBank Holidayeg Easter

Promotion

PromotionFixed date Bank Holiday

Demand Planner

Floating dateBank Holidayeg Easter

Promotion

PromotionFixed date Bank Holiday

Sales Planner

Exceedra Promotional Sign OffInvisible draft

(Not counted in numbers)

Approved by Commercial Finance (Commercials checked for

incremental NSV & incremental GM)

Approved by Sales DirectorSTP > £50K and/

or off-invoice discount

Approved by Managing DirectorSTP > £250K

Proposed to customer

Visible draft(Counted in numbers) Proposed internally

Approved by Demand(Volumes checked for

reasonableness)

Other InputsDistribution changes

Range Reviews Major resets, including NPD launchesOne in One outs

Cannibalisation

Promoting Brand cannibalises Own Label volume, set up as an automatic impact

Post promotion dip

Promoting can have a post promotion dip/future volume impact, set up as an automatic impact

OutputsCore Processes

Visibility

Profitability

Approval Workflows

Reporting

Demand forecast Financial forecast Budget & QF ‘freezes/cuts’ of live forecast

with top down adjustments

Customer & SKU profitability Retailer profitability

Promotion plan visibility Promotional P&L shows promo v baseline

(do nothing) for both Hain Daniels and Retailer, also includes actuals once promotion is inflight

Forecasting accuracy, February 2017 81.6% Compare live forecast versus previous

forecasts to understand changes to plan

Promotions Customer terms Pricing amendments

Account plan cube gives very flexible reporting

Exceedra’s brief“Your view of Revenue Management and

the importance of getting it right”

I Wiki’d it to see what it meant

“Revenue Management is the application of disciplined analytics that predict consumer behaviour at the micro-market level and optimize product

availability and price to maximize revenue growth. The primary aim of Revenue Management is selling the right product to the right customer at

the right time for the right price and with the right pack. The essence of this discipline is in understanding customers' perception of product value and accurately aligning product prices, placement and availability with each

customer segment.”

Revenue Management = Day job

Context - Dynamic Marketplace Value Simplicity Back to Front Fixed into COGS Falling commodities pricesNo multibuys Price establishment rules JBPs -> no JBPs -> JBPs again Reduced feature spaceGSCOP Competition Law, greater enforcement Post Brexit inflationary world Tesco/Booker merger

Revenue ManagementMotivate where you measure Explore the Art of the Possible Plan, do, reviewOne numberOne team approach Toolkit

Motivate Where you Measure “You can’t fix what you don’t measure” “What’s in it for me”

Explore the Art of the Possible Be open to new ideas

Plan Do Review…

One Number

Promotions Police

Topdown

Bottomup

Topdown

Bottomup

One Team Approach

Toolkit

Recent Examples

Marmalade promotions do not increase consumption; not promoting increases category value medium term

Large packs of peanut butter responds very well to promotions

The bigger the multibuys on Jelly pots, the more gets consumed

The relative price elasticity between Brand & Own Label

Finally