Award winning Firetree super premium rich volcanic chocolate with amazing smooth taste. Building a brand.
Business overview
Location | Peterborough, United Kingdom |
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Social media | |
Website | www.firetreechocolate.com |
Sectors | Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C |
Company number | 10360756 |
Incorporation date | 6 Sep 2016 |
Investment summary
Business highlights
- Award winning, great tasting craft chocolate
- Deal direct with farmers in exotic locations
- In a position to scale effectively
- Experience, expertise in every key aspect, with strong marketing
Key features
Idea
Introduction
Firetree is an award-winning craft manufacturer of super premium rich volcanic chocolate from high-quality Cocoa beans, sourced from the volcanic islands of the “Pacific Ring of Fire” - Solomon Islands, Vanuatu, PNG, Philippines & Madagascar - introducing the chocolate equivalent of fine wine.
We visit our farmers annually to observe quality & practice. We differ from most as we buy directly from the farmers at a significant premium. Our farmers have much more than a living wage & follow sustainable practices. The pods are harvested, fermented & sun-dried, ensuring that the beans we receive are best quality.
Recipes are optimised for each particular type of bean - beans are roasted in their shells which enhances the rich flavours we achieve, ground into a liquor and conched for hours to develop the flavour which is woven in & out of the taste experience. Super low fineness gives the chocolate a creamy consistency.
Our chocolate is dairy free, vegan friendly, Kosher & Halal certified.
Intended impact
Firetree was set up to try exploit a gap in the super premium chocolate sector by developing a superior product with outstanding taste delivery and mouth feel.
The sector was valued c £1bn in 2015 & premium chocolate is the fastest growing sector in the chocolate market. There are c 200+ artisan producers, mainly from small owner/managed businesses, but we see no strong brands.
Firetree has been structured to ensure that we not only have the best Swiss equipment but also the skills to build a highly differentiated brand.
The Firetree brand has been developed to evoke the volcanic heritage of the terroir, just as a fine wine relates to its origin & is symbolic of the bright red, yellow and orange cocoa pods growing like Natures Flames.
Top London ad agency Leagas Delaney developed the brand narrative & packaging design & invested in our Company.
We have 7 Academy of Chocolate awards, 9 Great Taste awards and we are a Harrods award winner.
Substantial accomplishments to date
· Q4 2017: Conversion of a standard industrial unit into a segregated work area for food safety barriers.
· Q1 2018 Installation of full artisan line (30t) in Phase 1 to “industrial artisan” (350t) in Phase 2.
· Q2 2017 Creation of full supply chain for every single bean origin/estate to our warehouse.
· Complete “Quality evaluation” of the beans from sight at origin to completed test chocolate recipe on pilot line.
· Regular visits to our farmers in the Pacific Ring of Fire, where Martyn also works as International Judge in cocoa growing competitions in PNG and Solomon Islands.
· Q2 2018 Creation of full range of B2B (Paul. A Young, Nestle, Hotel Chocolat etc.), Private Label (Harrods) and B2C recipes.
· Q3 2018 Endorsement of taste via International competitions (6 Academy of Chocolate Awards and 4 Great Taste Awards).
· Q4 2018 Collaboration with Nestle on 2 significant blue-sky projects, one of which launched in Japan in 2018
· Q2 2019 Phase 2 increased the output capacity tenfold but also increased the number of lines that can run simultaneously (easymelt and tablets)
· Q2 2019 Creation of zoned area in factory to separate warm manufacturing from the cooler air-conditioned packing area
· Q2 2019 substantial contract manufacturing contract negotiated for innovative product for large branded manufacturer - will give manufacturing stability and cover significant proportion of overheads
Monetisation strategy
Firetree has 3 main sources of revenue;
B2B
whereby we co-manufacture & supply chocolate to a number of chocolatier partners including Harrods, Melt, Puccini, Paul A. Young & others.
The B2B business was established to generate cash flow for the business and build credibility while we developed our consumer brand
B2C
The manufacture and sales of the Firetree brand. Sales focus is in 4 key areas.
· Building presence in bricks and mortar retail outlets including high end department stores, independent retailers, delicatessens and wine merchants in the UK and abroad
· Already exporting to Holland, Singapore, Hong Kong, Canada, the USA - looking to take the brand into India and China
D2C
· Driving e commerce sales through our website, Amazon, pushed by Facebook and Instagram. Going direct increases margins vs wholesale margins
· Building brand awareness and sales through trade shows, food festivals, craft markets, corporate tastings
Use of proceeds
The use of proceeds from this round will be going towards scaling the business further and driving the reach of the brand. The following breakdown shows where the investment from this funding round will be distributed:
packaging for new packs - 18%
employment of a Marketing Assistant - 8%
marketing support - 38%
digital strategy and trial - 6%
website improvements - 6%
sampling costs and exhibitions - 6.5%
working capital - 17.5%
Please visit the Key Information tab to see more details on the investment opportunity and the capital structure of the company.
Key information
Disclosures
Foresight Group’s Midlands Engine Investment Fund (“Foresight”) was an early stage investor in Firetree in early 2019, via a number of different debt and equity instruments. Some of the key terms of Foresight’s investment are set out below, focusing on ways in which Foresight’s terms may impact ordinary shareholders.
Foresight has invested a total of £1,025,000 into Firetree by way of:
• Preference Shares which have some debt like elements - £570,000;
• A Shares, which contain a number of preferential rights to dividends and returns as explained further below - £95,000;
• Convertible Debt - £75,000; and
• Loan - £285,000.
These instruments are explained in further detail below.
Preference Shares
Foresight has invested £570,000 via the issue of Preference Shares. The rights attaching to the Preference Shares are set out in the Company’s Articles of Association, and have some features that are more akin to debt than a standard venture preference share:
• The Preference Shares receive a dividend each year, equivalent to 10% per annum of the amount invested (which is not paid for the first two years but rolled up and paid out in subsequent years or on exit);
• On an exit or return of proceeds, the Preference Shares are paid out first at 1.25x the amount invested (i.e. 25% profit) or if the valuation at exit is more than £40,000,000, the Preference Shares are paid out at 2.25x (i.e. 125% profit).
• The Preference Shares do not otherwise participate in the equity proceeds, so the return on exit is fixed at the above rates.
A Shares
Foresight has invested £95,000 via A Shares in the Company and will be investing a further £125,000 into A Shares as part of the current fundraise. The A Shares operate as a more standard VC style preference share, with some additional protections:
• Preferential Return: On an exit or liquidation, the A Shares enjoy a 1x participating preferential return (ranking behind the Preference Shares but ahead of other share classes). This means that the A Shareholders will receive 1x their investment back ahead of other shareholders, and will then also participate alongside other equity shareholders in the return of proceeds.
In addition:
• Dividend. From 22 January 2024 onwards (i.e. 5 years from initial Foresight Investment), the A Shares start to receive an annual preferred dividend equal to 5% of the profits of the Company per year, increasing by 2% each year. This right is uncapped and is not time bound.
The dividend right is intended to encourage the management team to seek an exit event within 5 years. However, if this is not achieved, the preferred dividend could lead to a material distribution of annual profits to Foresight ahead of an exit. It is the company’s stated intent to make dividend payments to all shareholders, but the actual payment of dividends to other share classes will require the consent of Foresight, such consent not to be unreasonably withheld.
• Ratchet. The ratchet provisions in the Articles of Association are in the process of being redrafted in order to accommodate Seedrs’ requirements and the new investment coming in. The ratchet provisions will work to potentially issue bonus equity to Foresight at the time of any exit which will increase their % stake in the company by the amount set out in the table below but only in the event that Foresight would otherwise receive less than £4,600,000 in “net proceeds”. Net Proceeds includes all monies paid to Foresight from their investment up to and including the time of exit, so will include all capital and dividend payments on their ordinary shares and preference shares plus the repayment/conversion of the loan notes (and interest thereon) plus the repayment of the loan (and its interest) plus any unpaid dividend or interest payments thereon. At the maximum ratchet, Foresight would be issued shares to increase their equity stake by 6%.
At the current funding round valuation, the Net Proceeds that would be payable to Foresight would entitle them to receive the full 6% bonus equity. This has therefore been fully factored into the pre-money valuation of the current round. As such, assuming no further issue of equity occurs, the ratchet is fully accounted for in the valuation displayed on Seedrs
Net Proceeds Received by Foresight (£) Bonus equity to be issued to Foresight to increase Foresight’s stake by the following %:
Convertible Debt
Foresight has invested £75,000 by way of a convertible loan. The key terms include:
• Interest is accrued at 8% per annum and payable quarterly. The interest for the first two years is accrued but not paid out and is only paid out on redemption of the convertible loan.
• Foresight has the option to convert the loan to equity on an exit, fundraising event or the maturity date of 23 January 2024 or if the company serves a notice that it intends to redeem the loan. The conversion price is fixed at £0.25 per share (the same share price as the current round).
• If the loan is redeemed, either on an exit or at the maturity date, then a redemption premium of £75,000 is payable (i.e. Foresight will receive 2x their initial investment back).
Loan
Foresight has also provided the company with a £285,000 loan which accrues interest at 8% per annum, payable quarterly. The interest on the loan for the first two years is rolled up (so not paid out in cash) and is only paid out on repayment of the loan. The loan is repayable in January 2024.
Other debt
The company has a £750,000 asset backed facility with IGF Business Credit Limited. £250,000 as a loan (of which approximately £201,000 is outstanding) and an asset backed invoice discounting facility of £500,000, with approximately £65,000 of this facility currently utilised.
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