Private-Label Strategy

“"Private-label" (sometimes also referred to as "own label" or "store brand") means products that are commissioned, marketed and owned by a retailer, as opposed to a manufacturer.

Menu has built its private-label business strategy around the three core fundamentals of quality, service and price. Menu strives to provide high quality products at a wholesale price below the leading national brands, enabling its retail customers to generally offer lower prices to consumers while retaining the potential to realize higher margins relative to national brand products. Menu's strategy is to be a manufacturer of high quality private-label products based on nutrition, palatability and quality standards that are comparable to leading national brands. Menu believes it is the only private-label wet pet food manufacturer to offer all of the leading sizes and types of containers and packaging configurations.

Menu's operating tenets are to:

• satisfy the requirements of the ultimate consumers (i.e., dogs and cats),
• provide a compelling value proposition to its retail customers through the potential for enhanced profit margins,
• manufacture the private-label wet pet food industry's most comprehensive product program with the highest standards of quality, and
• maintain a low-cost state of the art manufacturing platform with a focus on innovation and new product development.