Disrupting the food industry

Our Mission
We aim to improve the health and well-being of those seeking vegan bakery products.

HEALTHIER & TASTIER by:

Stimulating curiosity and inspiring people to try new tastes and textures.
Offering high-quality and nutritious plant-based sweets in different forms.
Creating a trusted, reliable, consistent brand through our vegan baked goods facility.
About Us
Drive, relationship building,
and sustainability
Founder’s Background: A pioneer
within the plant-based sector with
over 30 years of experience, Rey
Ortega founded Alternative Baking
“When I first met Rey Ortega more than 20 years ago, I
was struck by his drive, passion, and entrepreneurial
spirit.
Two decades later, I am still in awe of what he can
create and accomplish. Rey is someone who sleeps
and breathes business, and who understands the
importance of hard work and relationship building.
It is an honor to know Rey Ortega, and I count him as
one of my most valued business advisors.”
Colleen Holland - Publisher & Co-Founder VegNews
“I’ve know Rey for over 20 years, and I admire how
he combines activism with entrepreneurism to
encourage justice, sustainability, and compassion
through his business ventures.
His leadership and dedication to creating a kinder
world provide an inspiring example for others, and
I’m deeply grateful for our longstanding friendship.”
Gene Bauer - President & Co-Founder Farm
Sanctuary

Company in 1994 as one of the

first vegan cookie brands on the
market, generating ~$1 Mn in sales
in 1995/96.

Sun Flour Baking Company

Background: the company was
founded by Rey in 1997 to create
new flavors, tastes, textures, and
nutrition products with a longer
shelf life and higher profit margins.
The Problems We Address
Mediocre plant-based products • Environmental impact • Allergens
Unsavory options
Flavorless vegan and gluten-free
bakery and snack options.
Missing the nutrients
Snacks (whether vegan or not)
do not typically contain a
nutrient-dense formula.
Short shelf live
Eggs and diary-based bakery
products have a shorter shelf life,
resulting in lost revenues, more
waste, and lower profit margins.
Wasting energy
Despite requiring less energy and
resources (vs. animal
agriculture), plant-based
ingredients are not yet
considered a relevant substitute.
GMO usage
In many cases, the producers use
GMOs (genetically modified
organisms) and artificial additives
that are difficult or impossible for
the human body to digest.
Allergens
Considering the latest discoveries,
dairy products and eggs are believed
to be harmful to our health.
D-galactose, for instance, promotes the
inflammatory process, and the hormones
and antibiotics administered to the birds
will be transferred to the eggs.
Value Proposition
Driving the transformation of the food industry

Acting as the dairy and

egg industry disruptor
Our experience over the past 30
years has shown that using only
plant-based ingredients can be a
successful recipe for baking
companies.

Driving the change through Offering healthier, delicious A vegan, therefore

bakery products plant-based products responsible business model

People are more likely to try a dessert or Vegan and gluten-free cookies, cakes, Saving the animals from any form of abuse.
snack than an alternative to meat. muffins, brownies and more. Saving energy and resources to ensure
long-term food industry continuity.
Our Solution
Healthier and delicious plant-based products: cookies, cakes, muffins, brownies, truffles, macaroons, and more

Vegan and gluten-free

An alternative for a wide range of customers: the curious, the vegans,
or requiring a specific diet for medical reasons.

Delicious, unique taste and texture

Achieved through nutrient-dense ingredients.

No contaminants
Free of cholesterol, hormones, pesticides, and antibiotics.

Healthy sugar
Use a patented sugar made from grape juice and brown rice syrup.

A longer shelf life

Use all-natural ingredients, no eggs, dairy, or GMOs
Tractions
Proving our Business Model’s efficiency

Wide Returning ~$300k ~$70k

Products variety Clients Revenues in 2022 Net Income in 2022
Vegan, GMO-free, gluten-free, B2C: retail 95% generated by out top 5 clients Representing between 20-30%
organic, and kosher prepared in a B2B: retail and bulk (co-packing, ~70% higher compared to 2021 of sales
4000 square foot certified facility private labelling)

The first M&A project

Sun Flour Baking recently acquired Michy’s Foods, which are currently sold through approx. 25 Ralphs stores.

Before the acquisition we offered them co-packing services.

 8

Market Validation
US Plant-based bakery and confectionery trends

$343.2Mn 40% 80% $3.26Bn

2021vegan bakery & The chocolate product Offline Plant-based food
confectionery market; segment dominated the sales ingredient market size
11.3% CAGR 2022-2030 market in 2021 in 2021 in 2020

North America dominated the market for Demand for plant-based chocolate The plant-based food industry has been Plant-based milk sales in the US market were
vegan confectionery in 2021 with over a 37% confectionery has grown significantly due to promoting its products by entering into valued at ~$804 Mn in 2021. By 2026, this
share of the global revenue. its low fat and low cholesterol properties. partnerships with grocers and retail chains figure is expected to reach $1.4 Bn.

North Plant-based milk 803.9

America Chocolate Online Offline
80% Plant-based cheese 86.1
37% 40% 20%
Plant-based ice cream 172.2
Plant-based yogurt 115.3
Plant-based butter 98.7
Other plant-based milk… 156.4
Bakery & Confectionery prod. 109.5
Sweet and savory 91.6
Rest of Sugar & Meat substitutes 553.9
the World Flower RTE & RTC meals 148.6
63% 60% Others 922.1

Sources: Grand View Research, 2021 report Sources: Grand View Research, 2021 report Sources: Grand View Research, 2021 report Sources: Statista, 2020 report
Business Model
8 Revenue Streams to start with

Our website Amazon Private label Co-Packing

Online, on-demand sales Offering gift baskets Current clients: O’Meals, MRE Current clients: Renewal Mills,
and cookies Meals Ready to Eat (US Military) Rawkin Raw, Michy’s Foods*
(*before company acquisition)

Apps Delivery Online retail platforms Traditional Retail Food Service

Grubhub, DoorDash, Uber Eats RangeMe, ECRM Marketgate Kroger, Safeway Airline, hotels, restaurants,
colleges, hospitals
Operation Model
Our baking flowchart

Mixing and Horizontal

preparation Baking wrapping machine
Raw materials: flour, Double rack or Including
water, ingredients tunnel ovens quality control

Cutting Cooling Storing in climate

equipment area control rooms
Dough, pastry, etc. The cooling rack allows air to And prepare for shipping in
cutting and shaping circulate completely around the packs or pallets
food removing the moisture
Our Customer Flexitarianism has gained popularity: it centers on eating
plant-based food, with only occasional meat consumption.
In 2022, 46% of the US population
considers Flexitarianism life-style

Healthy eating today means cutting back on Consumers buy plant-based products for
sugar, processed food, fat, salt, and red meat. their health even if they don’t like the taste.

Across all ages, consumers have been looking

for significantly healthier foods since COVID-19

Sources: McKinsey, 2022

Competitive Landscape¹
Make the most of our competitor’s weaknesses and:
1. Implement a highly efficient business model that will generate higher revenues/employee
2. Ensure a targeted, SEO-driven digital marketing campaign

Vegan &
Allergens free
10
9
8
7
6
Google Range of products:
reviews 5 cookies, snacks, other
4
3
2 Alternative Baking - Vegan alternatives to traditional baked goods
1
Lenny & Larry’s - Baked goods that include protein
-
Enjoy Life Foods - Gluten-free, dairy-free, and nut-free cookies
Sun Flour Baking

Website Revenues /
performance employee per year

Social Media (new

followers/month)

¹The spider-web model was developed considering as input information from: competitor’s websites, zoominfo, platforms assessing website and social media performance, qualitative research
Marketing Channels
A targeted marketing campaign

Digital Presence
• An informative, easy-to-navigate website
(including professional design) aiming to
attract and keep visitors engaged

• Search Engine Optimization

• Reviews on relevant platforms

Social Media Strategy
• Facebook: targeting the Millennials >35 years and older generations
• Instagram & Tik Tok: targeting early Millennials and Gen Zs
Traditional Approach
• LinkedIn & Twitter: create a professional network • Mini-size products and cookies samples

• Collaborations with Influencers promoting a healthy lifestyle • ..together with informative printed flyers
• YouTube channel: interviews, content creation on healthy ingredients and recipes
Our Team
Passionate and highly experienced team members

Rey Ortega BJ Hollifield

Founder Business Advisor

A pioneer within the plant-based sector with >30 With entrepreneurial experience
years of experience
Member of SAG-AFTRA Self-marketed
Owning 5 plant-based brands; Designed 3 facilities fashion model

Extensive knowledge across the entire product Bachelor of BA in Marketing

lifecycle
Volunteer within the Humane Society
Highly experienced formulator within the industry
She promotes a plant-based lifestyle

Jill Hahn Reed Parsell

Financial • Production management • Quality control Business Advisor

Bachelor of Science in Accounting Master’s in journalism

As an accountant, she worked on multi-million
dollar blockbuster films, like “Batman Begins”
She was the producer of the LA annual plant-
based event for 8 years
“Best of the West features headline writing” awards
Public information officer at California Department
of Transportation
Sacramento Magazine - monthly column on
sustainability
Financials
~$5.2Mn investment to ensure profitability in the 2nd operational year

Revenue Costs & Expenses Marketing Y2

5%

Plant based food COGS: 47% out of total Costs & Expenses -
Investment Need Office team Y2 Building &
11% Equipment Y1
manufacturing: 66% out of covering the bakery team, ingredients, Building & Equipment Y1: 1.5 Mn 29%
total revenue delivery etc.
COGS Y1: 0.53 Mn COGS Y2
Co-packing: 17% Expenses: 45% covering the office team, Office team Y1: 0.56 Mn 25% $5.2 Mn
marketing, construction (20.000 sq. ft
Private labelling: 17% Marketing Y1: 0.24 Mn
floor plan; details in the Business Plan), COGS Y1
equipment, legal, insurance, etc. Other Y1: 0.22 Mn 10%
COGS Y2: 1.3 Mn
Income taxes: 8% Other Y1 Office team
Office team Y2: 0.57 Mn 4% Y1
Marketing Y1
Marketing Y2: 0.29 Mn 5%
11%

Profit & Loss in $ Mn 6.3

4.6

2.8 2.7
1.8
1.0 1.7

0.1
-0.8
Year 1 Year 2 Year 3

Revenue Total costs Net Income

The estimations are covering both, Sun Flour Baking and Michy's Foods potential growth
Timeline
Reach international exposure in the next three years
Achievements
UNFI Approved vendor for Whole
Foods distribution
2020-2021 Stayed in operation
throughout the Pandemic
2022 Going back to pre-covid
production levels
2022 Michy’s Foods acquisition
2023 – Funding & Growth
New equipment to improve production
time, reduce cost and add new products
New product lines gluten-free, 4 brownie
lines, toaster cookies, stuffed cookies
New visual identity design & packaging
Funding round and bigger facility
construction planning
Introduce Michy’s cookies into the
entire Kroger chain
Obtain PCQI certifications to get into
Target, Trader Joe’s , Whole Food,
Safeway markets
2024 – Construction 2025 – New facility in place
Start the construction of the state-of- Complete the construction of the new
the-art, larger production facility (two facility
line bakery to expand to four lines in
International expansion
the upcoming years)
Customer and market trends research
to identify new revenue streams
National expansion
New revenue stream re-introduction
IPO concept and strategy in place
into the airline food industry
prepare for 2026-2027 IPO phase
Introduce Sun Flour Baking products
into thousands of stores
Media Appearances
Demonstrating our commitment to more nutritious food through all our brands

“Sun Flower Baking “Unable to stomach “Sun Flower Baking Co, “More nutrients, less
Company breaks the cookies, baker goes vegan, one of the largest cholesterol the way to go.”
cookies mold.” set his own.” manufacturers of vegan
cookies in the country.”
Let’s stay in contact

Rey Ortega
916-524-0487
rey@sunflourbaking.com