 Hi, how you doing today? Thank you for joining. I am your host Rich here and we have a Rich TV Live with our very special guest, Hamutal Yitzak, the CEO of Else Nutrition, otherwise known as Baby. How you doing today Hamutal? I'm doing great. How are you doing? I'm doing very well. Else Nutrition has been a huge success story for our community. We did an interview about a year ago when we started learning about your story and this company and at the time the stock was at like 30 cents. We've seen it go as high as $3.40 which is 10 times growth for investors. Right now the stock is sitting at around $2.20 and has been a huge success story for our community and I'm sure you guys are very excited about the progress you're having as well. So we're excited to have you back on the show. So congratulations on your success first and foremost. Thank you so much. Thank you. We're so excited to be here with you again. Yeah and we're excited to have you and we need to do this more often. So what I want to do is I want to go a little bit through Else Nutrition and then I'm going to ask you some questions. So first and foremost, Else Nutrition is an Israeli-based food and nutrition company that is developing plant-based food and nutrition products for infants, toddlers, children and adults. Over the past year, Else has been working hard to develop its brand and award winning globally patented products and launch them into North American market and ramp up its manufacturing efforts to meet expected demand. Now Else Nutrition has gained some serious traction in the market which we talked about over the last year. Can you tell us a little bit about some of the recent strategic investments into the company? Sure, absolutely. So age and age group, our strategic investors is on its way to become a global leader in advanced baby and adult nutrition and care and a premium quality vitamins and supplements company which are the two core businesses of the group. Through their international presence, they have grown to have four brand centers in Australia, China, France and the United States and four R&D centers and also in China, France, Ireland and Australia and they're listed on the Hong Kong Stock Exchange, have a market cap of about almost three billion dollars and with an annual revenue of one and a half billion dollars in 2019. They have increased their stake in Else in the recent funding to more than 11% and are a great partner to have as they can always support us with the operational needs of whether it be manufacturing, R&D, regulation, marketing and distribution and on top of investing into Else, they are also engaged with us on a distribution MOU to market and distribute Else portfolio in their core territories which I've already mentioned and so we currently are finalizing our penetration plan into Europe through their French operation and we also started recently to build a marketing strategic plan for the Chinese cross-border platform to sell our U.S. products into China. Wow. Through robust operations on that platform. China is actually the largest market in the infinite nutrition space. It's almost half of the market so it's a very lucrative market for us and we are looking forward to start doing business there. Now you officially launched your Else plant-based complete toddler nutrition to the U.S. market in August. Can you tell us more about your U.S. launch strategy? Sure. So we're already selling as you said the toddler complete nutrition online and on our e-store and then our Amazon store and we'll be rolling out in the retail space within the by the end of this year so I'll be telling about that in the next questions but we will be launching additional products such as kids nutritional drink and a six-month product as soon as I think it will be in Q1 of 2021. Additionally on our innovation pipeline we also have a breakthrough plant-based clean label infant formula for babies from zero to 12 months which is anticipated to launch in approximately two years but it's currently on its pathway for an FDA approval. Wow. So regarding our launch strategy or slash Gordon market strategy we focus on three target groups which we have identified while researching the North American market during the past year and the vegans and flexitarians the allergic or intolerant families and the I call them healthy progressive consumers those who know all about every ingredient on the label and prefer to have as little ingredients as possible to their foods so these groups are our early adopters and we will see the great traction we already see the great traction and the great acceptance of the brand and and the concept amongst them. They're also our ambassadors as they keep pitching our story to their friends and family so what we're doing is we're helping them to do that using a very big community of influencers in the plant-based and parenting space with whom they I mean they will be promoting the brand enthusiastically as a better for you plant-based baby nutrition choice for parents and we've engaged with them our brand ambassador our crown and brand ambassador Hilaria Baldwin she's a tier one influencer she's a wife of Alec Baldwin and she's a tier one influencer in the parenting and plant-based space a guru of herself and she will help us through creative social media and video content that highlights her findings and journey as a plant-based mother wow after the elections we will be launching an overarching hero campaign and working very hard on social and financial marketing channels to bring us into the US public awareness and on a larger scale wow you guys are busy now else nutrition also began selling and I'm really excited about this it's plant-based toddler nutrition formula on amazon the largest online marketplace in the world what is the significance of this launch yes well else is expanding into the world's largest online retailer as consumers continue to eat more meals at home and increasingly rely on grocery delivery services is really significant for us I mean during COVID amazons and so online grocery sales triple year over year during the second quarter of 2020 as more customers continue to get their groceries delivered rather than going to physical store so selling direct to consumers through online channels especially amazon is a major pillar for else global go-to-market strategy and furthermore the company's amazon store will provide a convenient alternative for parents who prefer prefer shopping online and we've been getting many requests from from customers who want to purchase our product on amazon.com it's also you know a seal of trust for for our consumers and this is a tremendous convenience and accessibility boost using the world's largest e-commerce platform as we continue our singular focus to bring novel plant-based clean nutrition to families yeah now you mentioned a little bit about Hilara Baldwin celebrity author podcast host and parenting expert recently joined else nutrition as your brand ambassador how does she get involved with the company yeah so as a mom who's always like advocated a plant-based lifestyle and the collaboration originate from Hilara's own search for suitable toddler for no alternative for her children and so this is how it all started she actually found us online and she approached us and asking for a sample to use the product and then she posted she posted about else about using else and just on her own and then we decided to engage and so she'll help us through as I said creative social media and video content and she really embodies our brand values through our desire to take baby nutrition to the next level with a heightened awareness of for health and wellness she's a true champion of the cause and and she met which makes them beyond excited about this collaboration so together we hope to raise awareness to the benefits of clean label plant-based baby nutrition for this generation and the futures and the future ones I think that's a great addition to the team now do you plan on adding any other celebrities or influencers as brand ambassadors in the coming weeks and months so we indeed had interest from celebrities and influencers to work with the brand we even had some notable names discover the product through word of mouth and that's very very significant for us and so they protested for their little ones and we expect to be able to announce some some of this like more formally some of these names more formally in the coming months and and we are considering additional Elsers to work with us and help spread our mission and work Elsers is that the word for else influencers yeah Elsers I like that yeah now do you else how do I mean how do you use else do you do it I mean just as a drink or you put it in your smoothie or or your pancake so we ask people how do you else we're kind of using our own yeah I like that that's good that's catchy now Elsers also signed a key distribution agreement with one of the largest and most well-regarded fresh natural and organic and specialty food distributors in North America can you tell us more about what this means for the company yeah so we've recently announced engagement with kehi distributors which is the one that you described and kehi has nearly about 70 years of experience and servicing store owners and today has a network of over 16 distribution centers across North America wow so this agreement will open distribution of else groundbreaking plant-based nutrition products to thousands of stores shelves in the United States and distribution of else first product plant-based complete nutrition for toddlers will come in in November hopefully yes we're it's not only in our on our discretion it's something that there's some technical procedures to be done but this is our expectations and so they're going to take it from the california and organ distribution centers and so actually this is this is the most very significant step for else so it's actually opens around 30 000 retail outlets for for else in potential and and it's a it's it's an employee owned big-corp certified company and they supply natural food stores supermarket chains independent grocery stores and other specialty retails across north america through its distribution center so we're actually going to be open to potentially to everybody and we're going to roll out gradually and getting into all those stores and hopefully wow that is impressive when we first started talking about this i saw the potential you know i saw the future potential and we were at like 30 cents and stock is up like 800 so you guys have been a huge success and to see you now a year later see you guys on amazon raising 25 million having major influencers involved ambassadors it's exciting super exciting so what can investors expect next from else nutrition well first and foremost we'll be rolling out into more and more retailers so this is one expectation which i believe is the most important for our investors to see our growth and our expansion and we'll be announcing the material listings of the larger nationwide retailers for sure and there will be several new product launches in the key space and the baby space as well as new territories penetrations with age and age as i just described and also independently and so these these are the milestones that we are anticipating in the next year well i'm excited to see where we're going to be a year from now it's been an incredible journey so far if an investor that's watching this wants to get in contact with you what's the best way for them to reach you so i just want to say that our investors along with our customers are the most important asset of of else and so despite the fact that my schedule is fully booked and i think investors want me to be like that and my time is quite limited and as i'm trying to navigate between the ir needs and the company needs and operational needs so but i've never failed to reply to an investor even the latest hours of night or refuse getting in touch with any of them so so if any investor wishes to contact me directly they can do that through my email which is hammy tall why at else nutrition dot com and and i'll i never failed him i never failed to answer well thank you so much for all your time today hammy tall congratulations on all your success let's make sure we do this more often hopefully more than once a year and anytime you have any big news or breaking news we'd love to have you on our show our community loves else nutrition it's been a huge success story one of the biggest success stories for our community in the last year as i said the stock is up 800 everyone so congratulations on all your success i know that this is really just the beginning for your journey and i'm super happy to see this in amazon and i would love to see more influencers and celebrities get involved in the plant-based foods business which you guys are clearly being a disruptive force in and congratulations on all your success thank you guys for watching i'm here today with our guest hammy tall yitzak the ceo of else nutrition symbol baby in canada b a b y and b a b y f in america thank you for joining us hammy tall thank you so much it was pleasure to speak about else and meet you again yes hopefully we get the chance to do it again soon thank you guys for watching have yourselves a nice day