Iron Will Raw

®

RAW LOVE IN EVERY BOWL® THE POWER OF PLANOGRAMS & SHOPPER EXPECTATIONS

SUCCESSFUL FREEZERS Raw Pet Food Freezers - The Power of Planograms

THE POWER OF IRON WILL RAW PLANOGRAMS THE BENEFITS:

5-8x

Improvement in Efficiency1

– 20 – 10-15 –2/3

%

Reduction in Labour Costs1

%

Improvement in Compliance1

of Retailers Lose 10% of Total Sales due to an inability to display relevant products.2

Make the Most of Your Freezer Space Each retail establishment possesses its own distinct character, featuring a diverse selection of Iron Will Raw products, unique fixtures, and marketing materials. Your store warrants the expertise of the Iron Will Raw team to guarantee that the appropriate products are displayed on the correct shelves in every retail location.

Understanding your Freezer Space Challenges3 The Retailer Retailers have to decide which products to stock with a limited number of shelves available while also taking into consideration shopper behavior and existing product relationships.

The Shopper (end-user) Shoppers want to find what they’re looking for as quickly as possible to get in and get out. It’s important that shelves are stocked in a way that makes it easy to take away.

41%

of Pet Owners consider all-natural ingredients as an important purchase factor,3 References: 1. https://www.rootstrap.com/project/one-door. 2. https://onedoor.com/blog/coresight-research-report-2022/. 3. https://www.petfoodprocessing.net/articles/13867-new-pet-food-launches-down-opportunity-for-innovation-remains 4. https://www.petfoodprocessing.net/articles/16625-taking-stock-of-pet-food-trends-through-a-specialty-retail-lens. 5. https://digitalmainstreet.ca/retail-trends-and-predictions-2023/.

6. https://agriculture.canada.ca/en/international-trade/market-intelligence/reports/sector-trend-analysis-pet-food-trends-canada#h

Create a better shopping experience for customers by improving your freezer space with Iron Will Raw Planograms! Returning shoppers are placing greater importance on shelf execution and shopping experience.

Humanization & Premiumization As pet ownership continues to rise and an increasing number of GenZers become pet parents, the trend toward humanization is expected to continue with pet owners seeking products that mirror those they eat themselves.

With this, pet parents may become increasingly willing to spend more on their pets, opening opportunities for the pet food and treat industry to expand its current boundaries in premiumization.4

81%

Shoppers are Willing to Spend More in Retail Stores that offer Rich Shopping Experiences5

5% 6 Dog food was the largest pet food category for retail sales in Canada in 20206

33%

Cat food was the second largest pet food category for retail sales in Canada in 20206

planogramS

Downloadable>>

The Raw Pet Food Retailer Experience The Raw Pet Food category is growing both in popularity and accessibility.1 Maintaining current, on-brand product assortments that align with shoppers’ expectations is of paramount importance. Shoppers seek premium products and anticipate an exceptional shopping experience.

WALK-IN FREEZERS DOWNLOAD >>

DOWNLOAD >>

References: 1. https://www.petfoodprocessing.net/articles/16625-taking-stock-of-pet-food-trends-through-a-specialty-retail-lens

DOWNLOAD >>

DOWNLOAD >>

Planograms are crucial tools in the retail industry, and their importance lies in their ability to enhance product positioning and the aesthetics of a store’s display.

DO’s!

EXAMPLES OF HOW PRODUCTS SHOULDBE DISPLAYED IN FREEZER:

3 lb Box

DISPLAY CORRECT SIDE P YES! FRONT PANEL OF BOX

DON’Ts!

PLEASE AVOID SHOWCASING PRODUCTS IN FREEZER THIS WAY:

3 lb Box

NOT SHOW THE SIDE O DO OF THE BOX OR FLIP SIDEWAYS.

Planograms are Essential: Improved Customer Experience Increased Sales Efficient Space Utilization

6 lb Box

DISPLAY CORRECT SIDE P YES! FRONT PANEL OF BOX

6 lb Box

NOT SHOW THE SIDE O DO OF THE BOX OR FLIP SIDEWAYS.

Inventory Management Category Management Supplier & Retailer Collaboration

P

12 lb Case

YES! DISPLAY CORRECT SIDE FRONT PANEL OF BOX

12 lb Case

NOT SHOW THE SIDE O DO OF THE BOX OR FLIP SIDEWAYS.

Enhanced Visual Merchandising Seasonal & Promotional Displays Data-Driven Decision Making

SUPPORT MATERIAL

Iron Will Raw collateral is available to order through your online account or contact support@ironwillraw.com

Recognition & Branding Placement • Blogs at ironwillraw.com 1. BRAND AWARENESS •• In-store Social Media Content (follow, like & share)

2. BRAND CONSIDERATION • Product Brochures • Data Sheets

1. https://blog.hubspot.com/sales/sales-collateral

Content has become more important than ever.1 Equipping your Retail Team with Iron Will Raw collateral can help make their job easier and enrich your customers experience.

3. BRAND DECISION • Pricing Lists • Product Presentations & Demo / Free Trial Program PRICE LIST CANINE COMPLETE

™

DINNERS

FORMULATED TO MEET

AAFCO STANDARDS†

6 lb BOXES Canine Complete Beef Dinner Canine Complete Pork Dinner Canine Complete Chicken & Beef Dinner Canine Complete Turkey & Beef Dinner Canine Complete Duck & Pork Dinner 12 lb SINGLE CASES Canine Complete Beef Dinner Canine Complete Pork Dinner Canine Complete Chicken & Beef Dinner Canine Complete Turkey & Beef Dinner 12 lb VARIETY PACKS Canine Complete K9

$39.99 $37.99 $30.49 $38.99

$41.99

$78.99 $71.99 $57.99 $73.49 $72.49

4x Chicken & Beef, 4x Turkey & Beef, 4x Beef

$78.99

Canine Complete Ranchland

$72.49

4x Turkey & Beef, 4x Duck & Pork, 4x Beef 4x Chicken & Beef, 4x Beef, 4x Pork

Canine Complete Prairie

$74.49

4x Turkey & Beef, 4x Beef, 4x Pork

DINNERS

$94.49

6x Chicken & Beef, 6x Turkey & Beef, 6x Beef

Canine Complete Chickenless

$99.99

6x Turkey & Beef, 6x Duck & Pork, 6x Beef

FELINE COMPLETE

™

$23.99 $26.49 $31.49

FORMULATED TO

MEET AAFCO STANDARDS †

BASICMEALS

& Beef, 4x Turkey

& Beef,

4x Beef Basic Duck SingleComplet Protein Canine e Chickenless 4x Turkey & Beef, 4x Duck & Basic Salmon Single Protein - 4Pork, lb 4x Beef Canine Complet (8x 1/2 lb pouches)* e Ranchland 4x Chicken & Beef, 4x Beef,

Canine Complet

$42.49 $72.49

$30.49 $78.99

4x Pork

$72.49

e Prairie

& Beef, 4x Beef, 4x Pork BONES& EXTRAS

$74.49

18 lb MEAL DEALS Canine Complet e K9 Beef Marrow Bones - Medium 6x Chicken & Beef,

$13.99

6x Turkey & Beef,

6x Beef Beef Marrow - Large CanineBones Complet e Chickenless 6x Turkey & Beef, 6x Duck & Pork, Beef Neck Bone - 1 piece 6x Beef

Beef Rib Bone - 1 piece FORMULATED TO MEET

AAFCO STANDARDS†

3 lb BOXES Feline Complete Turkey, Beef, Mackerel Dinner Feline Complete Pork, Duck, Mackerel Dinner Feline Complete Rabbit, Pork, Mackerel Dinner

™

6 lb BOXES $62.99 Puppylicious Chicken & Beef Dinner Canine e Beef Dinner $73.49 Puppylicious Turkey &Complet Beef Dinner Canine Complet $39.99 e Pork Dinner Canine Complet $37.99 Intended for intermittent or supplemental e Chicken feeding & only.Beef Protein rotation and Dinner Canine Complet $30.49 supplementation are recommended e Turkey to help create a balanced diet for your pet. & Beef Dinner Contact Iron Will Raw or a veterinarian Canine Complet $38.99 or kitten feeding guidelines. e Duck for&puppy Pork Dinner $41.99 6 lb BOXES*12 lb SINGLE CASES Canine $38.99 Complete Beef Basic Beef Single Protein Dinner Canine $78.99 Complet $27.49 Basic Chicken Single Protein e Pork Dinner Complete Chicken $36.99 $71.99 Basic Pork Canine Single Protein & Beef Dinner Canine Complet $36.99 $57.99 Basic Turkey Single Proteine Turkey & Beef Dinner 12 lb VARIETY $73.49 PACKS $75.49 Basic Rabbit Single Protein Canine Complet K9 $57.99 Basic Kangaroo with PorkeOrgans 4x Chicken

4x Turkey

18 lb MEAL DEALS Canine Complete K9

PRICE LIST

FORMULATED TO MEET STANDARDS†

DI NNER S

12 lb CASES

Canine Complete Chickenless

DINNERS

puppy LICIOUS CANINE COMP AAFCO LETE

FELINE COMP LETE

$5.49 $99.99 $5.49 $7.49

Beef Rib Bones - Small - 1 lb Sardines - 1 lb DINNERS

$13.99$94.49

™

$9.49

FORMULATED TO

AAFCO

MEET

$5.99STANDARDS Quail 3Eggs - 18 pack lb BOXES $3.49 Cornish Hens Feet - ½ lb Feline Complete Turkey, Beef, Mackerel Dinner Concentrated Omega-3 Feline Complete $23.99 with Vitamin E - 250Pork, mL Duck, Mackerel Dinner$23.49 Feline Complete $26.49 Rabbit, Pork, Mackere UPDATED: AUGUST 17, 2023 R31OCt23BD6 l Dinner $31.49

†

puppy LICIO

US

FORMULATED TO

MEET AAFCO STANDARDS †

DINNERS

12 lb CASES Puppylicious Chicken & Beef Dinner Puppylicious Turkey & Beef Dinner

BASICMEAL S 6 lb BOXES*

$62.99 $73.49

Intended for intermittent or supplemental feeding only. Protein rotation and supplementation to help create a are recommended balanced diet for Contact Iron Will your pet. for puppy or kittenRaw or a veterinarian feeding guidelines.

Basic Beef Single Protein Basic Chicken Single Protein Basic Pork Single Protein Basic Turkey Single Protein Basic Rabbit Single Protein Basic Kangaroo with Pork Organs Basic Duck Single Protein Basic Salmon Single Protein - 4 lb (8x 1/2 lb pouches)*

$38.99 $27.49 $36.99 $36.99 $75.49 $57.99 $42.49 $30.49

BONES&EXT RAS Beef Marrow Bones - Medium Beef Marrow Bones - Large Beef Neck Bone - 1 piece Beef Rib Bone - 1 piece Beef Rib Bones - Small - 1 lb Sardines - 1 lb

Quail Eggs - 18 pack Cornish Hens Feet - ½ lb Concentrated Omega3 with Vitamin E - 250 mL

$13.99 $13.99 $5.49 $5.49 $7.49 $9.49 $5.99 $3.49

©HACCPCanada CERTIFIED PROCESS is a trademark of HACCPCanada Foodsafety Inc. HACCPCanada † Iron Will Raw Puppylicious Dinners for Dogs are formulated to meet the AAFCO Dog Food Nutrient Profiles for Growth & Reproduction,©including growthCERTIFIED of large size dogs (32 kg [70 lb] or more as an adult).

PROCESS IronWill Iron WiIl Raw Canine Complete Dinners for Dogs are formulated to meet the AAFCO Dog Food Nutrient profile for Adult Maintenance. †Iron Complete Dinnersisfora Cats are formulated to meet the AAFCO Cat Food Nutrient profile for All Life Stages.

WillRaw trademark RawFeline Puppylicious of HACCPCanada Dinners for Dogs Foodsafety Inc. Iron WiIl Raw Canine are formulated to Complete Dinners for Dogs are formulatedmeet the AAFCO Dog Food Nutrient Profiles for Growth to meet the AAFCO UPDATED: AUGUST & Reproduction, Dog Food Nutrient 17, 2023 R31OCt23BD6 including growth profile for Adult of large size dogs Maintenance. Iron (32 Will Raw Feline Complete Dinners kg [70 lb] or more as an adult). for Cats are formulated to meet the AAFCO Cat Food Nutrient profile for All Life Stages.

IRON WILL RAW PET FOOD IRON WILL RAW 600 Read Road, St. Catharines, Ontario L2R 7K6 l 905 714 9698 l sales@ironwillraw.com PET FOOD 600 Read Road, St. Catharines, Ontario

$23.49

ironwillraw.com L2R 7K6

l 905 714 9698 l sales@iron

willraw.com

ironwillraw.c om

• RAWARDS - Frequent Buyer Program • FAQ & Knowledge Base through Retail Support • Raw Education - Virtual Training

4. RETENTION / ADVOCACY • Social Media Promotional Support

VIRTUAL RAW EDUCATION >> We Are Always Here to Support & Offer Raw Pet Food Education.

Meet Jessika, Iron Will Raw Pet Nutrition & Education Specialist, Biotech Adv. Dip, B.Sc Candidate 2024 support@ironwillraw.com • 905-714-9698

ironwillraw.com ONTARIO

NETWORK

WE STAND BEHIND OUR PRODUCTS + SERVICE 100%

600 Read Road, St. Catharines, Ontario L2R 7K6 l 905 714 9698 l sales@ironwillraw.com

©HACCPCanada CERTIFIED PROCESS is a trademark of HACCPCanada Foodsafety Inc. REV10.2023