AUSTRALIAN GROWN CHIA SEED...TCC understand consumers want to be healthier but the modern diet of...

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Nuffield International Conference 5 th October 2011 thechiaco.com.au CHIA SEED AUSTRALIAN GROWN

Transcript of AUSTRALIAN GROWN CHIA SEED...TCC understand consumers want to be healthier but the modern diet of...

Page 1: AUSTRALIAN GROWN CHIA SEED...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

Nuffield International Conference 5th October 2011

thechiaco.com.au

CHIA SEED

AUSTRALIAN GROWN

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Nuffield Scholarship- Global trends in agriculture

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Page 3: AUSTRALIAN GROWN CHIA SEED...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

Contribute positively to the health and wellbeing of the global community.

The Chia Company- Reason for being?

Presenter
Presentation Notes
Introduction: To appreciate the Chia industry in Australia, it is important for the audience to understand the motivation for starting The Chia Company. Focus on developing an industry that Responded to global trends in food Sustainable business model that could deliver value along the chain Positive impact on the health of the community In 2005, Crop that could respond to the enduring Health and Wellness Movement Growing obesity epidemic with Australia being touted as the world’s second most obese nation. higher rate of diabetes As a result of the many health issues and recognition of the lack of nutrition in the modern diet, there was a strong movement for foods and activities that promoted a better and healthier way of life: what we still refer to as the Health & Wellness trend Recognised that this trend was not a temporary one and was building in the local and global community Required crop that would help improve nutrition in the modern diet Crop that could be grown sustainably and profitably. Commodity crop prices were placing strain on local growers Seeking a crop that had greater perceived value in the community or the ability to create and maintain a premium based on key attributes Wanted to grow a crop using sustainable farming practices Business model that could increase value to the growers Required crop that would help improve nutrition in the modern diet Modern diet lacked essential nutrients for good health (Omega 3 and fibre for eg) Predicted there would be a strong demand for nutrition through natural foods Discovered Chia ........which responded to 1, 2 and 3 Responded to global trends in food Sustainable business model that could deliver value along the chain Positive impact on the health of the community Flow of remainder of presentation which touches on each of above points [Following slides then touch on the How – How does Chia respond to H&W trend and have a positive impact on health] [Then explain Market driven business model to deliver value up and down the chain from growers through to consumers/customers.] [Followed by the decision to grown in the Ord, sustainable farming methods]
Page 4: AUSTRALIAN GROWN CHIA SEED...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

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

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Chia Nutrition and Applications

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Page 6: AUSTRALIAN GROWN CHIA SEED...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

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.

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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

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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

Page 10: AUSTRALIAN GROWN CHIA SEED...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

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

Presenter
Presentation Notes
Background of crops typically grown in the Ord Focus on the conditions in Kunurrura Why Chia represented a sustainable and attractive crop option to Farmers
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Chia, vegetative stage

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Flowering

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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

$

$

$

$

$

Consumer

$

The Chia Company

Distribution

Farming

Grading, Cleaning, Testing

Food manufacturer

AUSW10BD008

AUSW

10BD

008

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

$

Presenter
Presentation Notes
Farmers market – growing in popularity, why do consumers like it? Aussie farmers direct Food Supply Chain – works in high volume well established markets. The market mechanisms exist for everyone to earn a profit, however there are break downs when players along the supply chain not only have different objectives but sometimes conflicting objectives It works when everyone in the chain is adding value to the consumer, but it has not worked for innovative high value crops that do not fit the model. Issues for Chia Industry – no investment in agronomics, traders poorly capitalised, liquidated stock, farmers didn’t get paid, the next year they went back to growing corn. Ingredients companies and other marketing bodies have invested in developing a brand and competitive barriers for their Chia, but they have not been integrated with the farms, focussed on short term profits and not had the maturity to ‘grow the category’ not the brand. Got Milk
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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

AUSW10BD008

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Chia Marketing

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Global Consumer Trends

Convenience Health and Wellness

Environment, Social & Ethical Premiumisation Value for Money

Page 18: AUSTRALIAN GROWN CHIA SEED...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

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

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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

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Ingredients Focus- Clean labels

Haagen-Dazs Five crafted with only five ingredients

Page 21: AUSTRALIAN GROWN CHIA SEED...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

Less Is More

Lay’s Classic Potato Chips three ingredients

http://www.fritolay.com/index.html�
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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.

Presenter
Presentation Notes
# SKU’s
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Shelf Ranging

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PR in Los Angeles

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John’s Blog

John blogs weekly on Miranda Kerr’s website

http://www.koraorganics.com/blog/live-in-my-skin/all-things-organic/organic-certification/my-dads-50th-birthday-bash-i-was-so-blessed-to-be-home-to-celebrate-with-my-dad-and-my-family/�
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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

Page 29: AUSTRALIAN GROWN CHIA SEED...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

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

Page 30: AUSTRALIAN GROWN CHIA SEED...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

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

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Traditional Sales

Sales Guy

Procurement Guy

Technical M

anager R&

D

Man

ager

Q

uality and Supply C

hain Accounts

Receivable Adm

in Support

Qua

lity

and

Supp

ly

Cha

in

Acco

unts

Pay

able

Ad

min

Sup

port

Sales Organisation Customer

Traditional sales in agribusiness

Page 32: AUSTRALIAN GROWN CHIA SEED...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

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

Page 33: AUSTRALIAN GROWN CHIA SEED...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

Ingredients Division

Chia Seed

Chia Oil

Chia Ground Seed

Chia Flour

Chia Powder

Presenter
Presentation Notes
# SKU’s
Page 34: AUSTRALIAN GROWN CHIA SEED...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

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

http://www.bakersdelight.com.au/WhatWeBake/HealthyEating/ChiaBread/�
Page 35: AUSTRALIAN GROWN CHIA SEED...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

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

Page 36: AUSTRALIAN GROWN CHIA SEED...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

Baby Foods

Hero ingredient but no nutrient content claim

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Page 37: AUSTRALIAN GROWN CHIA SEED...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

Chia in Breakfast Cereals

Cluster Format Loose Format

Page 38: AUSTRALIAN GROWN CHIA SEED...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

Chia in Snacks

Weight conscious snacks and snacks with some positive nutrition

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Page 39: AUSTRALIAN GROWN CHIA SEED...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

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.

Page 40: AUSTRALIAN GROWN CHIA SEED...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

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

Page 41: AUSTRALIAN GROWN CHIA SEED...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

Contribute positively to the health and wellbeing of the global community.

The Chia Company

Presenter
Presentation Notes
We will continue to build demand for the industry    Doubling production in 2010. Focus on local and global markets (mention UN approval for novel foods, international food shows, local BD) We will continue to support Australian farmers and the local communities To support and sustain the growth plans to.... Build a chia storage, cleaning and packing facility in Northern Australia Value adding processing facility eg oil pressing, milling, retail packing Tourism and hospitability program eg ancient grains discovery centre, restaurant, café, aboriginal food culture 4.Research and development service. eg new crop research, functional food crop development, Increase capacity for local strategic planning and decision making.,     These projects represent diverse, real and sustainable benefits for the people of Northern Australia in respect to:   - Employment opportunities - Increased tourism attractiveness for the area Training Opportunities (sponsorsed scholarships for local students to study 'functional food crop development' and retain skills in the community) Develop strong partnerships with food companies to promote improved nutrition We are thrilled to be working with Bakers Delight because it makes the health benefits of Chia widely available to Australians in an affordable and convenient format that can become part of the daily diet.... (thank Chris..) Q&As

Chia portfolio

Chia portfolio

Chia Study

Chia Study

Tcc cooling

Tcc cooling

TCC Termodinamica

TCC Termodinamica

CHIA SEEDS: The Nutrient Dense Super Seedsonnewald.org/assets/pdf/literature/chia-seeds.pdf · CHIA SEEDS: The Nutrient Dense Super Seed . Chia seeds are derived from the Salvia hispanica

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Building Quality Since 1969 - amlrv.com · large dinette/fridge slide, storage to ... TCC™ Aluminum TCC™ Aluminum TCC™ Wood TCC™ Aluminum TCC™ Wood TCC™ Wood TCC™ Wood

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VOLUME - IA TECHNICAL CONDITIONS OF CONTRACT (TCC) · PDF fileTECHNICAL CONDITIONS OF CONTRACT (TCC) Contents Project Engineering & System Division TCC No: TCC No: ... Technical Conditions

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Tecnica Tcc

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Chinoiserie_David Chia

Chinoiserie_David Chia

CHIA SEED – SALVIA HISPANICA L. TECHNICAL SHEET · CHIA SEED – SALVIA HISPANICA L. TECHNICAL SHEET ... Fish oil : Algae Flax : Chia ... CHIA SEED : Label: SDS-C : Assay Methodology:

CHIA SEED – SALVIA HISPANICA L. TECHNICAL SHEET · CHIA SEED – SALVIA HISPANICA L. TECHNICAL SHEET ... Fish oil : Algae Flax : Chia ... CHIA SEED : Label: SDS-C : Assay Methodology:

TCC Resume

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Manual TCC

Manual TCC

NIHR Trainees Coordinating Centre (TCC) Contacts the TCC... · NIHR Trainees Coordinating Centre (TCC) Contacts Lisa Cotterill Director NIHR TCC ... Lynne Penistone Senior Programme

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