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2024 Webwinkel Vakdagen Disrupting food: Building a B2B marketplace in the traditional food market

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2 ● Co-Founder and CMO of 1-2-Taste ● 20+ years in Digital and Ecommerce ● But was newbie in Food Ingredients ● 48 years old ● Worked and lived in multiple countries ● Lives in Den Haag, two daughters, cycles Connect: @klawer Who is this..? Jan Klawer

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3 ● Who works in ecommerce? ● Who works in B2B? ● Anyone working in food? Who are you? Audience poll

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4 Let’s talk food...

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5 The food industry (in NL) is super innovative

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6 Innovation in food is needed Customers demand healthier, cleaner and more sustainable food But: finding and ordering ingredients is difficult…

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7 The food industry faces challenges Food Manufacturers cannot find Ingredients Ingredient Suppliers can’t reach and support all Food Manufacturers 85% of Ingredients suppliers have difficulty serving SME’s (the longtail) 78% of SMEs have difficulty buying small quantities of ingredients to develop new products.

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8 The global Food Ingredients Market is large but untapped digitally Global market size 2022: €400 billion* CAGR 2022 - 2030: ~5% *,, E-commerce B2B market share 2022 4% Food Ingredients 17% Home & Garden 74% Electronics Market share 50% SME (the longtail customers) €200 billion

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9 1-2-Taste is built on the intersection of two mega trends Digitisation spend in B2B moving to online Healthy and Sustainable Food need to feed a growing population affordably &

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10 ● Food producers have an issue ● Ingredient suppliers have an issue = 1-2-Taste: the platform connecting demand to supply for Food Ingredients & Services The World’s First Digital Food Ingredients Marketplace

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11 Unlocking the Food Ingredients market with the 1-2-Taste marketplace Choose Order Find Re-order

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12 TRIAL PRODUCTION Test processes, raw materials in real life. MARKET RESEARCH Research what the consumer audience wants from your product. MARKET LAUNCH Procure raw materials and initiate supply from own or contracted capacity. MARKET TEST Understand consumer preference to maximise the chance of success. PRODUCT SPECIFICATIONS As needed contract specific development skills for new development projects. PRODUCT IDEA / CONCEPT SALES But: Food product development process is complex SOURCE Order samples, trial production quantity and normal production FEASIBILITY STUDY Cost-benefit analysis if the product is likely to succeed. DEVELOP PRODUCT Create variations of the product concept.

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13 Adapt to the (traditional) customer buying journey in your industry Take away the pain of your suppliers For both: take them by the hand towards digital Three main takeaways for a B2B marketplace (in food)

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14 Adapt to the (traditional) customer buying journey in your industry Flexible order quantities starting from the smallest packaging quantity of the ingredient manufacturer Hybrid sales online DIY as much as possible, but supported by food experts when needed Rapid sampling all samples in-house - to support product development Transparency Open platform, all prices visible without login

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15 “Ontzorgen” of the ingredient manufacturer by also reaching SME customers Transfer of the 'long tail' of customers of a supplier EU hub for non-EU suppliers Take away the pain of your suppliers Drop shipping but ‘fulfilled by 1-2-Taste’ if requested

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16 FiFi (Food Ingredients Found Instantly) Gen AI product recommendation co-pilot Service partners for support on projects All product data online Product specifications, technical details and prices Take your users by the hand towards digital

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17 Thank you for your attention. You can contact us: Jan Klawer (Co-Founder & CMO) [email protected]