Claudia Goldfarb
Analyst · Roth Capital Partners. Your line is open
Thank you, Brendon. As we've discussed throughout this call and over the past few quarters, we have made rapid progress since launching our first freeze dried candy SKUs in the first quarter of 2023. In this first year of focusing on freeze dried candy, we have meaningfully expanded our production infrastructure, our retail customer and distributor network, and our SKU and store count. We firmly believe this is just the beginning of our growth trajectory. As this rapid trajectory unfolds, we continue to gain valuable insights into our business operations at scale, as well as retail and customer buying behaviors. An example of this is our candy shipments in July and early August slowed due to the sweltering summer conditions. This year's extreme heat posed a logistical challenge affecting product quality during transportation and storage. To safeguard our product integrity and quality to limit returns and avoid any negative brand reputational impact, we strategically decided to pause shipments to customers that did not have temperature-controlled warehouses or trucking, irrespective of continuing growing customer demand. Despite this pause, our customers maintain strong in stock positions, ensuring in-store velocities were unaffected. To address the seasonality in the coming years, we will work closely with our retail partners to ensure that they are well positioned with sufficient stock prior to the peak heat month where shipping will once again decrease. Additionally, through discussions with our customers, we're observing that consumers tend to spend less on the candy category during the summer months. As our younger demographic target is out of school, families are away on vacation and consumers are otherwise shifting from their normal routines and buying patterns. Furthermore, with beach vacations at a peak, consumers often become more health-conscious impacting overall candy sales. We believe this will be a normal seasonal trend moving forward, and as a result of the summer candy buying trend and strategic shipping reduction, we anticipate a downturn in Q3 sales relative to the second quarter. However, Q4 is poised for a resurgence to our normal accelerating rate of growth, fueled by critical factors such as customer restocking, the back-to-school rush, and the peak holiday buying surge, including Halloween. Our targeted initiatives will amplify this momentum, positioning us for exceptional growth as we close out this year. At the beginning of the year, we outlined strategic initiatives designed to propel our mission of revolutionizing the candy category. We remain confident that these initiatives are the right path forward, consistently guiding us toward our objective of market disruption. Our unwavering commitment to these strategies underscores our dedication to innovation and excellence, ensuring that we continue to set new standards and exceed expectations within the industry. To recap those strategies: first, expanding production capacity. Our Q2 production capacity surpassed projections reaching over 7.5 million units compared to the 7.2 million we had projected. We installed our fifth free freeze dryer with a sixth freeze dryer under construction and expected to be completed by the end of the third quarter. We have secured a long-term lease and moved into a 324,000 square foot production facility in Dallas, enabling us to further expand our production capacity and optimize our shipping and distribution operations. Initial deposits for an additional six proprietary freeze dryers have been secured, which would be placed in our new Dallas facility. This enhanced capacity optimizes our raw material storage, product, packaging, and overall operational efficiencies to fulfill the increased order volumes we receive. This expansion also allows us to uphold our stringent food safety and quality standards, while integrating more of our custom-built proprietary freeze dryers and specialized packaging environments. We commence distribution from the new facility in June, and we plan to initiate packaging operations and freeze drying production by the end of the year. Second, disrupting the candy category, we are driving relentless innovation in the category, introducing new treats such as lemon puffs, and by the end of the third quarter, we will unveil over 10 new SKUs, mint, chamoy flavored, and seasonal candies, as well as smaller bag sizes of our top performing SKUs. These offerings are crafted to elevate Halloween celebrations perfectly suited for gift bags and party failures, and provide ultimate convenience for lunchboxes and on-the-go snacking. Our strategic efforts to elevate product quality, expand our offerings, and drive innovation are dependent on bringing more of our manufacturing in-house to strengthen our competitive advantage. To advance these goals, we launched a pivotal initiative in the second quarter to produce our very own two candies in our new Dallas facility. This strategic move powerfully distinguishes us from competitors who depend on external overseas suppliers for their candy production. They rely on costly branded candies whose availability and supply chain can be unpredictable, and these formulations have not been optimized for the freeze drying process. By controlling our raw material supply chain, we can enhance our product quality with custom formulations, foster further innovation and mitigate potential disruptions from overseas markets. This production equipment has already been ordered and is expected to arrive in the fourth quarter of this year. We anticipate production of our two candies to begin by the end of the first quarter of 2025. A significant step made possible by our manufacturing expertise and one that will further solidify our competitive advantage and reinforce our market leadership. Third, strengthening distribution partnerships. We made substantial progress in diversifying our distribution partnerships and expanding our retail presence. We launched new SKUs and displays across major retailers and convenience stores, enhancing our market penetration and our brand visibility. Recent updates include five below continuing to be a very strong partner, and we anticipate launching two to four new SKUs during the third quarter. We anticipate launching our first Halloween seasonal SKU with Cracker Barrel this month. We'll be launching a full seasonal line featuring freeze dried marshmallows in the shapes of various holiday figures, such as Santa's, Easter bunnies and hearts with our retail partners throughout the year. We launched six SKUs in HEB in June and performed very well, earning a significant reorder. We expect to add two to three additional SKUs to their assortments by the beginning of the fourth quarter. We added five views SKUs in Big Lots in May, and we launched so good displays in 300 of their stores for increased exposure and brand building, capitalizing on it, and lifting their existing strong sales. We launched displays in 1,897 Kroger stores in early summer. Our original launch in Kroger contains 56 units of product. After a strong performance, we launched a second round of displays containing 116 units and new SKUs. Our sales with Kroger continue to perform strongly and we expect to launch seasonal items this Easter in their stores. We launched our 116 SKU count displays in all Albertsons divisions throughout early summer and saw extremely exciting sales performance with continued reorders. We increased our target store presence to nearly 2,000 stores this summer. We continue to perform strongly and are collaborating on ways to grow the partnership. We launched our displays in over 400 Sprout stores in July and are excited to see strong performance. We launched three SKUs at Ross in June, and after strong sales, we added our new Lemon Puffs to the assortment and we're actively discussing ways to grow the partnership after such an exciting launch. We launched four SKUs in nearly 8,00 7-Eleven stores in June. Sales continue performing, highlighting our success in the convenience store space. Due to our exceptional performance in the space, we're launching an additional 1500 Circle Ks in September. Other exciting retail opportunities include international markets, international duty-free shops, and thousands of additional treats [ph] store door launches in October and November. As we look to the coming quarters, we continue to be humbled by the consumer's response to our product and positive reception to our treats on social media. This consumer support has translated to strong organic sales velocity. To further support this demand, develop this category and cement our position as the category maker and leader. We hired FINN Partners, an integrated marketing agency that is helping us develop a comprehensive marketing strategy. Our focus to date has been on solidifying our advantage in the freeze dried candy space through building a strong brand, scaling our production and distribution capabilities without compromising our stringent food, safety and quality standards, and diversifying our distribution strategy across all channels. We deliberately developed this economic vote prior to making any significant investments. Now with our robust operational foundation in place and primed for further growth, we are eager to fortify these barriers to entry even further. In addition to bringing our two candy-making capabilities in-house, our engineers have spent the last four months designing and developing proprietary packaging machines specifically to automate our packaging processes. Unlike traditional automated machinery currently used in the market, our innovative systems maintain the same high quality as our hand-packing process, ensuring no compromise in our product quality. We believe that the combination of our free stride and manufacturing expertise, along with candy made right here in the USA will significantly widen our competitive advantage in this disruptive, fast growing segment of the market. These investments not only give us greater control over food, safety and quality, but also allow us to optimize ingredient formulations and drive our innovation pipeline. Ultimately, this enhances the consumer experience with our product and solidifies our competitive advantage. In fact, just last week, a buyer from one of America's leading retailers asked us, so why choose Sow Good? What resonated the most with the buyer was the fact that we are expert manufacturers. As this market evolved and imitators emerge, our manufacturing prowess and expertise in freeze drying and food manufacturing are evident in the superior quality of our products. And when you are dealing with some of the biggest retailers in the world, these qualities truly matter. So, as we reach the halfway mark of 2024 with momentum that we expect to continue and accelerate in the fourth quarter, this ongoing growth will be driven by our innovative product portfolio, increasing production capacity, enhanced manufacturing capabilities, and our growing customer base. We look forward to sharing more exciting updates over the coming quarters. And thank you very much for your continued support. Operator, we’ll now open the call for Q&A.