You are here
Executive Summary
Owned and operated by Garry Halwas, Sun Prime Extracts Ltd. (Sun Prime) was incorporated in Manitoba in 2005 to investigate alfalfa fractionation for the functional food and nutraceutical markets. Garry has been exporting compressed Timothy hay to Japan through Sunridge Forage for ten years. Japanese contacts gained through this activity identified the opportunity to produce a human health food product.
Sun Prime has developed a premium, lutein-rich alfalfa powder which is ready to market as a bulk functional food ingredient, to be branded as Mativa green. A pre-commercialization strategy for the Japanese market has been completed, confirming a strong market opportunity. This business plan is intended to support the full scale launch of Mativa green, including construction of a commercial scale processing facility. Sun Prime has internal management capabilities, valuable external technical and research resources, and access to an extensive land base, equipment, and buildings. This winning combination of resources, manpower and expertise, create a strong position to successfully capture the market opportunity available to Mativa green.
Global trends in the food industry have created increasing demand for “green” products that improve health and vitality. In an otherwise stagnant industry, the health and wellness trend has provided food manufacturers with a point of differentiation to help their products stand out from competition. The concept of functional foods originated in Japan, and this market remains one of the strongest in the world. Japanese consumers spend over $134 per person on functional foods, almost double the rate in the U.S. and Europe, the next two strongest markets for this category.
Mativa green is a pure alfalfa powder extracted from only the finest Manitoba alfalfa (medicago sativa). Using no chemicals or solvents in production, Sun Prime uses cutting edge technology to extract an all-natural juice. The juice is dried into a fine, smooth, vibrant green powder. Mativa green enhances energy levels, detoxifies, and aids in digestion. It offers high concentrations of lutein and chlorophyll. While competing products require additional ingredients to increase nutritional value, Mativa green’s strength lies in its simplicity. Boasting concentrated levels of antioxidants, vitamins and minerals, high quality protein, all the essential amino acids, and eight enzymes key to the body’s metabolic processes, Mativa green supports the body’s requirements to achieve a consistent, vibrant, healthy lifestyle.
The majority of alfalfa products in Japan are in the form of tablets, capsules, and powders made from drying the whole alfalfa plant or just the leaves. Prices, product attributes and nutrition varies considerably. None of the existing products on the Japanese market is a concentrate made from juice, nor do any focus on lutein content. Sun Prime’s proprietary technology and unique processing capabilities result in significantly superior product attributes that are highly appealing to the marketplace.
The target market for Mativa green includes food and beverage manufacturers that have a particular focus on foods with enhanced nutritional qualities. Further development of Mativa green for retail will continue, with expected launch into this market in 2011- 2012. While Sun Prime continues to evaluate and develop other markets, Sun Prime’s initial focus will be on the Japanese market. Mativa green is particularly appealing to the Japanese consumer, who highly values the vibrant green colour, and concentrated nutritional value.
Sun Prime introduced its alfalfa extract at the 2006 and 2007 HI Japan Functional Food Expos. Mr. Hiroshi Takakura of Takakura Corporation has been working on Sun Prime’s behalf to establish a network of potential clients, and has achieved a base of interest and several product trials. Mr. Harsono Ngujiharto of Canakin International Trading Inc is also working with Sun Prime on product development and client relationships. Advertising and promotion efforts will focus on promoting the unique nutritional benefits of Mativa green through trade shows, industry organizations and industry publications as well as ongoing direct client relationship development.
To produce Mativa Green Sun Prime will renovate a 28,000 square foot commercial processing facility on an existing site shared with Sunridge Forage in Russell, Manitoba. This region has strong advantages for alfalfa production, including reliable rainfall, ideal temperatures, soil conditions, and an extensive land base. Major equipment requirements include a forage harvester, the proprietary Mobile Press and Extraction Unit designed by Garry Halwas, a high capacity spray drier, and supporting transfer and storage equipment. Total initial capital requirements for facility and equipment are $10.6 million.
Rigorous quality assurance is integral to the success of Mativa green, from alfalfa production through harvest and processing. Sun Prime has conducted extensive research with the assistance of various organizations such as the Manitoba Food Development Centre to understand required protocols. A full Quality Assurance program, including Good Manufacturing Practices (GMP) and Hazard Analysis and Critical Control Points (HACCP) program will be developed concurrent with the physical construction of the plant.
Construction of a new agri-food processing facility will contribute significant new employment to the Russell area. Sun Prime will require 26 employees by Year 2, including management, technical and professional positions.