Haeil Jung

Buena Park, CA (USA)
Role(s):
Other

Natural Spirit USA, Inc.

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Location: Buena Park
Industry: Energy
Year Founded: 2008
Number Employees: 10-50 people
Description: Ginseng Plus is an innovative new line of functional energy beverages from Natural Spirits USA, Inc. (or “The Company”) that deliver a powerful and natural energy boost through a clinical-strength dose of medicinal-quality all-natural Korean red ginseng. The Company launched Ginseng Plus regionally in January 2008, focusing on the West Los Angeles marketplace. The brand immediately gained acceptance and distribution grew to more than 350 retail locations. A successful trial in select 7-11 accounts led to securing a distribution contract with Core-Mark, one of the largest direct-store-delivery (DSD) distributors in the country. Per the agreement, Core-Mark plans on distributing the brand to 4,900 new retailers including AM/PM (Arco), Circle K, Shell, Valero, among others. The Company currently enjoys distribution agreements, secured in October 2008, with Super Wholesale and Ace Wholesale Liquor & Mom and Pop in the Los Angeles area. Korean Red Ginseng For the past 7,000 years practitioners of traditional Chinese medicine have been extracting the essence of the root of the Korean red ginseng plant and prescribing it as a remedy for a range of health concerns. In the Chinese tradition, Korean red ginseng has been used to promote Yang energy (i.e., energy that is active, bright, creative and masculine), improve circulation, increase blood supply, overcome weakness after illness, and to generally stimulate the body. It is no surprise that the ginseng root would have a powerful impact – it supports the slow-growing ginseng plant, which has a life span of over 100 years. “Ginseng” is becoming increasingly familiar in the United States, where it is available from various sources, and in various forms, including powder, pill, tea and “tonic”. But not all ginsengs are created equal. While ginseng has become popular, it has been commercialized in forms where quality and potency are lost, and extracted from inferior plant sources. Commercial sources are primarily derived from three distinct species, each with unique phytochemical attributes that impact the body in different ways. Because the efficacy of the Korean variety of red ginseng has been validated by thousands of years of practical use in China, and more recently by modern scientific studies, it is the featured ingredient in Ginseng Plus. Ginseng Plus Product Line Ginseng Plus beverages are formulated to provide maximum energy and an exceptional taste profile, while delivering the extraordinary benefits of a full clinical dose of high-quality, all-natural Korean red ginseng. Ginseng Plus is positioned as an “authentic” functional energy beverage that delivers real potency from a natural source. The Ginseng Plus product line currently features the following products: • Ginseng Plus - Energy Drink (or “GP Energy”) • Ginseng Plus - Pure (or “GP Pure”) Ginseng Plus beverages address the needs of a broad range of men and women 18 to 55 who are health-conscious, success-driven and living the high-stress lifestyle of the modern world. GP Energy is an innovative functional beverage that delivers the extraordinary benefits of Korean ginseng in an unprecedented 1,000 mg dose, plus a dose of high octane energy derived from traditional energy drink ingredients: caffeine, guarana, taurine and B vitamins. GP Pure does not contain the caffeine or other “energy” elements of GP Energy, but delivers double the dose (2,000 mg) of Korean red ginseng. In greater numbers consumers are choosing enhanced foods and beverages to fulfill not only nutritional needs, but also for functional benefits, derived from herbal or “nutraceutical” infusions. GP Pure appeals to the approximately 82 million Americans who fulfill a portion of their shopping requirements at natural food retailers. Functional beverages address popular consumer health and wellness issues including but not limited to energy, muscle development, heart health, insomnia, stress, immunity, memory, mental acuity and weight loss. Energy Drink Category The $5.4B energy drink category continues to lead the way in terms of innovation and sales volume: it is the fastest growing segment in the beverage industry, +26% in retail dollar volume versus year ago. The category is dominated by three top brands with national distribution: Red Bull, Monster and Rock Star, and numerous regional and start-up brands. In this highly competitive category, a brand must be strongly differentiated from the market leaders while maintaining a laser focus position targeting the core consumer, M/F 18-24. GP Energy delivers on this requirement with an innovative brand concept that will appeal across different market segments. GP Energy will be designed and positioned to attract core category consumers, while providing authentic naturally-derived efficacy that appeal to older more sophisticated consumers. GP Energy is an attractive proposition to retailers as the brand is not positioned to simply steal share from current energy drink brands, but to expand the category by appealing to emerging category users: slightly older demographic (22-55), focus on daytime usage for workers and students, and delivery of unique functional benefits beyond a strong dose of caffeine. The key retail channels for Ginseng Plus brands include: gas and convenience stores (7-11, AM/PM, Chevron), independent grocers (“Mom & Pop” stores), fitness & health clubs, drug stores, conventional grocery stores, specialty retail (GNC, Vitamin Shoppe), club stores and mass outlets, as well as the “Super-naturals” (Whole Foods, Wild Oats, and Trader Joes) and independent natural food stores. Ginseng Plus will be distributed by independent food & beverage distributors who provide direct-store-delivery (DSD) service to their retail customers. Ginseng Plus will also be supplied directly to retail chains to be distributed through their central warehouses. Ginseng Plus will be manufactured by Cold Spring Brewery, a state of the art bottling facility centrally located in Minnesota and the number one producer of energy drinks in the U.S. The Company developed the Ginseng Plus product line in conjunction with Power Brands, an industry-leading brand consultancy whose principals have deep experience in product development (including therapeutically and flavor technology), marketing, PR, manufacturing and distribution. Mission The Company delivers the extraordinary health benefits associated with the highest grade Korean red ginseng to American consumers, most of whom have never experienced it before. This is accomplished by introducing ginseng-based energy and nutrition beverages that support the core functional needs of American consumers. GP Energy is positioned as a functional beverage that also provides energy. Brand imagery and message will be aimed at a slightly more sophisticated and older consumer than the core energy drink user, and will have a stronger appeal to women. GP Energy will achieve success by providing stressed-out blue and white collar workers and sleep-deprived, hard-partying college students with a beverage that supports their core energy needs during the workday, at happy hour and on weekends. By offering exceptional functionality derived from a legendary natural source, GP Energy will attract a broader consumer base than core energy drink consumers, especially in Asian-American communities where there is already strong awareness about the special benefits of Korean ginseng, and among urban workers in high-stress jobs where the functional benefits of Korean ginseng are most needed. Ginseng Plus was developed to the highest standards of excellence on every level, including brand conception, product taste and efficacy, product naming, package and logo design, in-store shelf design and production of marketing and PR peripherals. These elements present a compelling, powerful and unified message that effectively communicates the unmatched potency and special qualities of clinical strength Korean ginseng. Ginseng Plus offers a strong visual appeal and shelf presence that strongly differentiates it from other functional energy drinks. Keys to Success 1. Effective communication of core brand message 2. Delivery on efficacy promise 3. Top quality design of can graphics and merchandising material 4. Appeal to core users through grassroots and affinity marketing 5. Breakthrough to new market segments through product placement and PR 6. Securing contracts with notable DSD distributors, such as Core-Mark, in roll out markets 7. Providing top flight service and support to customers, vendors and partners Products Description: Ginseng Plus is targeted at both core energy drink users and the broader category of health-and wellness-oriented consumers who are striving to meet the physical, mental and emotional challenges of the modern world. The extraordinary substance of medicinal quality Korean ginseng is offered to the American consumer in a full line of branded energy drinks formulated to provide maximum energy, an exceptional taste profile, and the full beneficial impact of natural Korean red ginseng. Ginseng Plus will launch with the following products: GP Energy – a conventional energy drink base (including caffeine, guarana, taurine and B vitamins) plus 1,000 mg of Korean red ginseng. GP Pure – Korean red ginseng without the “energy” elements of GP Energy with double the dose of Korean red ginseng, 2,000 mg. Functionality: Ginseng Plus offers “soft” claims about the extraordinary healthful benefits of Korean red ginseng. For the past 7,000 years practitioners of traditional Chinese medicine have been extracting the essence of the root of the Korean ginseng plant and prescribing it as a remedy for a range of health concerns, including improved circulation, increased blood supply, overcoming weakness after illness, and to generally stimulate the body. Western herbalists prescribe Korean ginseng supplements as adaptogens (herbs that support the body’s response to physical and emotional stress), aphrodisiacs, nourishing stimulants, and as treatments for type II diabetes and sexual dysfunction in men. Modern science has identified and validated many of the health claims associated with Korean ginseng, including: o Improved Psychological Functioning (mental performance) o Improved Immune System o Improved Diabetes o Anti-Inflammatory o Anti-Cancer o Improved Male Erectile Dysfunction o Hangover mitigation and recovery It is the special qualities of Korean red ginseng that enable Ginseng Plus to include powerful health benefit claims on the packaging. While “ginseng” has become more familiar in the United States, where it is available from various sources and in various forms, including powder, pill, tea and tonic, it is important to remember that not all ginseng is created equal. During its rise to popularity in the United States, it has been commercialized in forms where quality and potency are lost, and is now commonly extracted from inferior plant sources. Commercial sources are primarily derived from three distinct species, including Korean (Panax Ginseng), American (Panax quinquefolius) and Siberian (Eleutherococcus senticosus). While they are all in the Araliaceae plant family, they each have a different impact on the body. The unique “active ingredients” of Korean red ginseng include more than 32 saponin triterpenoid glycosides called "ginsenosides”. These steroid-like phytochemicals act on the adrenal glands, helping to support and moderate the adrenal response to stress. Glycosides are also known to increase protein synthesis and the activity of neurotransmitters, and to improve blood circulation. As steroids, they are similar in structure to anabolic steroids, making Korean red ginseng ideal for athletes and body builders looking for a natural alternative to anabolic steroid. Korean red ginseng is prized for promoting Yang energy, while American ginseng is thought to promote Yin (dark, feminine) energy. Siberian ginseng has been promoted as a cheaper alternative to Korean and American varieties, but it does not contain the 32 extraordinary steroid-like “ginsenosides” that make Korean ginseng so powerful. Because its efficacy has been validated by thousands of years of practical use in China, and more recently by modern scientific studies, it will be the Korean variety that is the featured ingredient in Ginseng Plus. Flavor: The Company partnered with CFC to formulate Ginseng Plus. CFC is a subsidiary of Shanks Extract, the second largest vanilla provider in the U.S. with over 80 years of flavor and ingredient experience. Over 70% of CFC projects are beverages and their flavors and ingredients can be found in multinational brands and products regularly stocked in conventional grocery retailers as well as natural food retailers. Packaging: Ginseng Plus is packaged in sleek 12 oz. cans which complement its premium and sophisticated positioning in the functional beverage market. Market Analysis Key Category Growth Drivers The general trend toward a consumer preference for natural and functional ingredients is evident in nearly every beverage category. The depth of this trend is illustrated by the fact that as of 2006, organic foods and beverages accounted for $13.8 billion in retail dollars and are growing 15% to 21% per year. In the beverage industry, growth has primarily been driven by innovation (in terms of product concepts, ingredients and packaging). The accelerated pace of innovation has increased the pressure on beverage companies to stay ahead of the pack by delivering new and interesting flavors, healthier ingredients and increased functionality to consumers who are bombarded with choices. A 2006 Nutrition Market Trends report cites the worldwide growing demand for organic, natural, or energy-boosting food and beverage products as “reflective of the consumers desire to maintain and improve energy, reinvigorate and replenish body fluids, manage weight gain and enhance the nutritional value of popular foods and beverages.” This shift in the marketplace has largely been driven by health concerns of an aging boomer generation and new functional needs of younger generations. It has sparked innovation in the beverage industry, which continues to move away from conventional soft drinks in favor of specialized beverage categories such as energy, enhanced water, ready-to-drink tea and authentic better-for-you hybrid formulations containing functional ingredients that address specific consumer needs: heart health, stress, weight loss, energy, digestion, diabetic-friendly ingredients, among many others. Increasingly, functional ingredients are coming from natural or organic sources such as herbs, “super fruits” and vinegar. Soft drink giants are keeping pace with innovation through internal R&D, and through acquisitions of pioneering start ups that are re-defining and stretching the boundaries of traditional beverage categories. Perhaps the best illustration of the growing consumer demand for innovation is the relatively recent emergence of the energy drink category. This functional beverage segment accounted for $4.9B in retail sales in 2007 and is projected to reach $11.1B by 2010. This category didn’t exist until the introduction of Red Bull in 1997. After more than 10 years of growth, it continues to be the fastest growing segment in the beverage industry, up 26% in retail dollar volume versus one year ago. This category is dominated by three top brands with national distribution: Red Bull, Monster and RockStar, however, there are many smaller and regional brands throughout the U.S. While the core energy drink consumer is 18-24 year old males, trends indicate that females and older blue and white collar workers 22-35 are increasingly choosing energy drinks over coffee as an afternoon pick-me-up. The strong category growth is attributed to multiple factors: Distribution – The category is dominated by three (3) national key brands: Red Bull, Monster, RockStar, though there are numerous smaller national and regional brands in the market. The category leaders are still gaining distribution nationally. Rockstar jump-started this process by signing a distribution deal with Coca-Cola, while Monster recently aligned itself with the Anheuser-Busch distribution system. As the top brands continue to pursue 100% distribution nationally and regional brands expand their reach, the energy drink category is expected to continue to achieve strong double-digit volume growth. Product Innovation – Manufacturers brought many new concepts to market for energy drink consumers, including: green tea extract, pomegranate blends, 100% organic, 100% natural, metabolism-boosters, alcohol-hybrids, sports drink-hybrids, soda-hybrids, water-hybrids, among many others. Most top brands, including Red Bull, now include a Sugar Free version in their portfolio. With the introduction of additional functionality and low calorie options, the energy drink category is capturing a broader consumer base. For example, young women are increasingly entering the category looking for a reduced calorie energy option. Packaging innovation – This, along with a shift to daytime consumption, has had the most impact on on-shelf sales. A category once dominated by the 8.3 oz. Red Bull package now provides a diverse range of sizes for consumers, from 4 oz. “power shots” to 24 oz. sealable cans. U.S. consumers are gravitating to the larger 16 oz. and 24 oz. offerings, as product consumption has shifted from late night “drink mix” usage to earlier-in-the-day “keep me going on the job/school” usage. Merchandising – Retailers have responded to the strong category growth and high margins provided by energy drinks. Most gas and convenience retailers now stock full doors of energy brands. Conventional grocers stock multi-packs on warm shelves and full doors in cold boxes. A short 5 years ago it was difficult to find energy drinks at retail, now they are regularly stocked in each key beverage distribution channel. Ginseng Plus is well positioned to capitalize on these key drivers behind category growth: • Delivering unprecedented functionality, Ginseng Plus offers meaningful “soft” claims about the benefits of authentic Korean red ginseng, including claims that address many of the primary health and wellness concerns of American consumers. • With a sleek 12 oz can and a compelling concept, Ginseng Plus effectively exploits all core distribution channels by appealing to both the late night and daytime consumer usage patterns. • Ginseng Plus lends itself to powerful point-of-sale material that immediately grabs the attention of category shoppers. Market Segmentation – Consumers Energy drinks are appealing to demographic segments beyond the 18-24 year old male. White and blue collar professionals 25-34 are purchasing energy drinks as a caffeine alternative during the work week, choosing an energy drink in lieu of coffee in the morning and as a soft drink substitute in the afternoon. Women are also contributing to strong category growth. Eight percent of women currently drink energy drinks, but they are entering the category in larger numbers as top brands have introduced Sugar Free varieties and new brands targeting women specifically are introduced, including: Go Girl Energy, Tab Energy, and Her Energy Drink. By offering potent functional benefits derived from a legendary natural ingredient, Ginseng Plus will appeal to these emerging consumer segments that are more likely to choose products based on perceived efficacy and nutritional value. The largest and most concentrated group of these consumers is considered the Heath & Wellness segment. These consumers span the entire demographic spectrum, but generally skew slightly older (older people generally have more health and wellness concerns) and toward higher income levels (all natural, organic products generally cost more). These consumers share an awareness of the health benefits associated with natural and organic beverages and are willing to explore new items offering superior taste and efficacy. Health & wellness consumers can be divided into three key sub-segments defined by shopping behavior: Enthusiasts – This group shops primarily in natural food retail establishments: farmers markets, independent natural food stores or chain natural food stores. They consume natural/organic food & beverages because they believe these products are of higher quality and provide superior health and nutrition compared to processed foods. Partly from concerns about the environmental impact of purchasing decisions, this group is willing to pay a premium for certified-organic products. There are 28 million adult consumers defined as health & wellness enthusiasts in the U.S. and they account for 35% of the segment’s spending power. Regulars – This group regularly shops at the big 3 Super-naturals (Whole Foods, Wild Oats, Trader Joe’s), independent natural food stores and farmers markets, but will also seek bargains at conventional supermarkets and club or mass stores, especially for bulk or big ticket items. They are interested in providing healthy food & beverage alternatives for themselves and their families, lead active lifestyles, are college educated and have household incomes greater than $75,000/year. There are 54 million adults “concerned” with health & wellness who account for 38% of spending. Casual – While this group does not regularly shop at natural food retailers, they may occasionally visit to purchase wine, produce, cheese or spread. They purchase “better-for-you” products at conventional grocery stores and club/mass outlets. They will integrate natural/organic products into their shopping requirements as these products receive more merchandising support in the channels they shop. Casual consumers believe organic products are of higher quality and better for their health. There are 60 million adults in the U.S. defined as casual health & wellness consumers who account for 27% of spending. Sales and Marketing Strategy Sales Strategy Distribution The beverage industry largely operates via a three tier distribution system: manufacturer ? distributor ? retailer. Third party distributors provide a vital service to beverage manufacturers who do not wish to bear the supply chain burden of moving product from bottling facilities to retail shelves. This operation requires supply chain management resources, significant labor, transportation resources, warehouse resources, as well as sales and merchandising expertise. Third party distributors allow beverage manufacturers to focus on core competencies: brand building, innovation, consumer marketing, research, and key account management. For this service, distributors command margin percentages of 15% to 30% based on wholesale price. The Company has implemented three levels of distribution: direct sales to retail accounts, wholesale distribution, and regional third party direct-store-delivery (DSD) distributors focusing primarily on gas and convenience channels and secondarily on natural grocery accounts, conventional grocery, drug, mass and club channels. The Company’s management team will train all participating distributors’ sales and merchandising personnel. Launch and Growth Strategy The Ginseng Plus product line launched in West Los Angeles, CA., in January 2008. Brand performance is evaluated on key metrics: sales versus forecast, retail feedback, consumer feedback, and profitability. As the brand has proven successful in the rollout territory, distribution is expanding into additional key markets through the recent agreement reached with Core-Mark, one of the largest DSD distribution systems in the country. Expansion over the next six months will include up to 6 new markets and target up to 5,000 new accounts for distribution. As sales and profitability objectives continue to be met, the brand plans on expanding distribution at 6 month intervals. Each expansion period will target 6-8 new markets and 3,000 to 5,000 new accounts. Margin Requirements Third party distributors will require 15% to 30% margin for sales, distribution and merchandising services. Retailer margin requirements will vary by channel: o Conventional grocery: 30% - 40% o Mass, Club: 20% - 30% o Gas & Convenience: 50%+ Retail Energy drinks historically have been impulse purchase items consumed immediately after purchase. This is still the dominant purchase pattern for the category, as the gas & convenience channel accounts for 67% of total category retail volume. Conventional grocery is the second largest channel for energy drinks, accounting for 26% of retail volume. Channel Growth The conventional grocery and drug channels are experiencing the strongest retail growth. The top energy drink brands have developed multi-pack packaging (4-packs, 6-packs, 12-packs and 18-packs) to cater to the take-home consumer shopping at grocery, mass and club channels. These convenient take-home packages are driving growth at grocery outlets. Drug channel growth is driven by the emergence of the female energy drink consumer. The female consumer who shops multiple channels and includes drug outlets for pharmacy and HBA needs is also driving energy drink growth in this segment. Convenient “grab ‘n go” merchandising in the cold box provides an attractive pick-me-up option for female consumers. As mentioned above, the most important retail channel for Ginseng Plus is the natural food segment. Consumers in this retail channel are aware of the natural benefits of ginseng and will recognize Ginseng Plus as a premium quality product featuring potent Korean red ginseng. Sales Promotion The Company will provide sales-based incentives for brokers, distributors and sales representatives. Brokers will be rewarded on a percentage of sales for securing retail chain distribution. Distributor’s sales reps will be eligible for $/case spiffs based on minimum case thresholds sold into retail stores. Ginseng Plus sales personnel are eligible for performance based financial rewards based on: securing distribution contracts, closing retail chain sales agreements, and meeting merchandising standards. Marketing Strategy It is critical Ginseng Plus reaches out to and appeals to core category users. There are two key strategic priorities for the Ginseng Plus marketing platform: 1. Grassroots and Affinity marketing: a. Appeal to health and wellness enthusiasts familiar with the health properties associated with Korean red ginseng: natural food channels, nutrition focused fairs and festivals, athletic events such as 10-k runs, triathlons and biking events, as well as yoga centers and spas. b. Establishing a strong brand presence near urban centers with a large daytime workforce such as midtown and downtown Manhattan. c. Bar and nightclub awareness activation: target appropriate venues frequented by peer influencers with sampling and promotional material. d. Cross-category promotion: aligning with like-minded consumer product companies with similar consumer demographics, including but not limited to diet bars, energy bars, workout gear and urban spas. e. Strong on-line presence featuring downloadable Ginseng Plus artwork and user-friendly website. f. College and University activation: appeal to women and men peer influencers on campus 2. Top flight merchandising: a. Leverage the strong graphic branding of Ginseng Plus with window posters, static clings, suction racks, side-stack displays and shipper units. b. Penetrate alternative distribution channels and supplement retailers c. Provide strong performance-based incentives to distributors and merchandisers to maximize in-store presence. Key marketing drivers include: Sampling Product sampling is the backbone of the Ginseng Plus consumer marketing platform. Sampling teams will target both retail and event venues as listed in the Grassroots and Affinity sections 1.a. and 1.b. above. Product samplers will be comprised of the target-audience peer group and will be attired in appropriate Ginseng Plus sampling apparel. Sampling teams will distribute product and will be well versed in the brand story, able to communicate consumer information and handouts appropriate for the venue. Packaging Ginseng Plus is available in sleek 12 oz. cans with graphics and brand messaging that separate it from every other energy brand on the shelf. Ginseng Plus can graphics will appeal to the slightly older and more sophisticated 22-35 year old energy drink shopper, leaning toward women to counteract the historic association of energy drinks with male oriented themes. Consumers will immediately understand that Ginseng Plus is a unique product offering extraordinary functional benefits. Beyond Energy Ginseng Plus builds upon the conventional energy drink nutraceutical base with a clinical dose of high-quality all-natural Korean red ginseng. Next Generation Ginseng Plus products include Ginseng Plus Green Tea, Ginseng Plus Pomegranate, and Ginseng Plus Blackberry. Public Relations (PR) The Ginseng Plus PR team will fully exploit the exceptional qualities and healthful benefits of the product by targeting appropriate online, print and broadcast media vehicles with a comprehensive brand launch package. The PR effort will focus on reaching publications and online sites covering the following industries: food & beverage, health & wellness, mental health, weight loss and motivation. Price Ginseng Plus products are premium priced, reflecting the superior quality of the product and efficacy of its key ingredient: Korean red ginseng. Ginseng Plus will provide distributors and retailers price promotion incentives at rollout and once per quarter thereafter. Exit Strategy The primary exit strategy for the Company is to sell the brand once sales profitably reach $20-$25 million in gross revenue. There are three recent success stories of beverage brand acquisition: (1) Coca Cola’s recent acquisition of Glaceau’s vitaminwater for $4.1B. This mammoth deal reflects Coke’s need to diversify its non-cola portfolio to remain competitive with PepsiCo, which arguably has a stronger non-cola and non-carbonated portfolio with brands such as Aquafina and Gatorade. (2) The Izze line of sparkling juices, a modestly distributed beverage best known for securing Starbuck’s distribution, was purchased by PepsiCo in 2006 for $70 million, roughly 8x gross annual sales revenue and (3) in February 2007, Fuze, the popular line of new age functional beverages was acquired by Coca Cola for an undisclosed sum widely reported to be $250 million. Medium to large independent distributors are also purchasing small profitable brands to improve margin performance. As consumers continue to move away from soft drinks and towards healthier beverage options, brands in alternative categories which address growing health and wellness concerns are attractive purchase targets for manufacturers and distributors alike. Management Team Hail Jung is enthusiastic about bringing the healthful benefits of Korean ginseng to American consumers on a massive scale. Mr. Jung is the CEO of Natural Spirit USA, Inc., an innovative new beverage company bringing Eastern herbal remedies to the U.S. market in convenient and delicious ready to drink beverages. Mr. Jung brings over 25 years of financial management experience to the Company and has partnered with U.S. beverage industry experts, Power Brands, LLC, to assist in the formulation, sales and marketing of the Company’s beverage brands. Power Brands principals who will work directly on the Ginseng Plus project include: Darin Ezra (Power Brands, LLC.) brings over a decade of experience in the Consumer Packaged Goods (CPG) industry. Darin founded SunWorld International (SunWorld), a company that specialized in the import and distribution of CPG brands. SunWorld acquired the import and distribution rights for top selling U.S. brands in Southern Africa, including Celestial Seasonings, Ice Drops and Energy Now (a top selling energy tablet in the U.S.). After two years of operating and growing the company, Darin sold his interest in SunWorld to IS Distributors (IS), the agent for The Dial Soap Company and Freeman Cosmetics, in order to relocate his business to the U.S. Darin formed Big Brands, which manufactured and distributed CPG brands in 30 states and abroad. Darin’s responsibilities included all design, development, packaging, marketing, and operations of the business. Big Brands successfully launched Mad Bull Energy Drink in the U.S., then developed and launched the popular Wild Buzz Energy Drink. After selling his interest in Big Brands, Darin launched several successful beverage brands, including Go Girl Energy Drink and Kabbalah Energy Drink, and is a sought after consultant in the beverage industry. Martin Molina (Power Brands, LLC.) manages all strategic marketing efforts for Power Brands. Martin brings over 12 years of food & beverage marketing experience with industry powerhouses such as Nestle USA and Pepsi. Martin began his CPG career as a research analyst with A.C. Nielsen before joining Nestle USA and progressing through brand management ranks on brands including Nestle Sweet Success, Nestle Carnation Baby Formula and Nestle Carnation Baby Cereal. Martin’s beverage experience includes over four years of channel marketing experience within the Pepsi Cola system. Most recently, Martin led the strategic marketing efforts for Light Force Water Source, a start-up incubator for new energy drink brands.