1965 …started its distribution operations in Siirt with commercial name Ercan Ticaret as a local family company.

1978 ….expanded its operations by covering Van. 1994 ….operations moved to İstanbul by changing commercial brand

to Hedef Gıda. 1995 - 2003 ….regions were activated ( İstanbul, Erzurum, Adana, Ankara,

Antalya ) 2001 …. foreign trade company Global A.Ş. were established. 2005 ….Hedef Chemical joined to Hedef Group.

HISTORY

2005 …Oruçoğlu Oil Company joined to Hedef Group. 2006 …Horeka were founded to distribute products of “out of home consumption” to Hotels, Restaurants, Cafes. 2007 …Aktif Gıda were founded in order to distribute wholesale

products of P&G in every corner of Turkey. 2008 …Hedef Telekom were established as one of the main

distributors of Vodafone in order to serve Bursa and around.

2009 …Reyon were activated with 7 shops.

2010 …. Reyon reached the figure of 20 shops as of 2010 year end.

TARİHÇE

NET SATIŞLAR

19941995

19961997

19981999

20002001

20022003

20042005

20062007

20082009

2010$0

$200

$400

$600

$800

$15 $32 $43 $56 $64 $77 $90 $95$153

$230$250

$310$356

$490

$665$600

$730

NET SALES ($ MM)

HEDEF GIDA A.S.

INVOICE

PAYMENT

BUSSINESS MODEL

SALES; PAID CASH 38 %, SALE ON CREDIT TERMS 59 %, CREDIT CARD 3 % …….. CREDIT RISK IS ON US

BUSSİNESS PARTNER

HEDEF

Local Chains Wholesalers

Medium MarketsSub Distributors

Groceries

INVOICE

PAYMENT

STOCKING & DISTRIBUTION &

LOGISTICS

CORE BUSSINESS

The biggest company in Turkey in distribution of FMCG (Fast moving consumer goods) products

Distributes the products including P&G, Eczacıbaşı, Oruçoğlu, Red Bull, Kraft, Filiz & Barilla, ETI, Dimes, Milupa.

National distributor of Pringles

Growing and developing “product portfolio”

DISTRIBUTION CHAIN

Local Chains Wholesalers Sub Distributors. Pharmacies Medium Markets. Groceries.

Distribution to 40.000 points 500 logistic vehicles.

Visiting to 40.000 points on weekly basis.

% 80 of distribution volume belongs to local chains & supermarkets , the rest belongs to traditional trades.

REGIONS

Depots owned by HEDEF

Anadolu Erzurum Antalya Ankara Adana

Depots rented by HEDEF

Trakya Avrupa

PARTNERS

Hakkari

ŞanlıurfaOsmaniye

İçelKilis

Hatay

K.Maraş

Malatya

•AdanaG.Antep

AdıyamanAydın

MuğlaBurdur

İzmir

AfyonUşakManisa

Isparta

Giresun

Rize

Sivas

Tokat

Samsun

Sinop

TrabzonOrdu

Amasya

Karabük

Kırşehir

Nevşehir

Aksaray

K.Kale

Bartın

Yozgat

•Ankara

NiğdeKonya

Karaman

Çorum

Kastamonu

Zonguldak

Çankırı

Kayseri

• İstanbul

West

ÇanakkaleBalıkesir

Kütahya

Yalova

Eskişehir

Bilecik

Bolu

Kırklareli

•TekirdağKocaeli

Edirne

Sakarya

BayburtG.hane

Elazığ

Tunceli Bingöl

Artvin

Muş

ŞırnakMardin

Diyarbakır

Bitlis

Erzincan

Iğdır

Kars

Batman

•Erzurum

Siirt

Ardahan

Ağrı

•Antalya

Van

Bursa

• İstanbul

East

Denizli

REGIONS

REGIONS

Istanbul West District

Istanbul East

District

Adana District

Ankara District

Antalya District

Erzurum

District

Tekirdağ

DistrictCLOSED AREA

EMPLOYEES

VEHICLES

DIRECT COSTUMERS

6.500 m2

182

116 37 trucks 79 cars

3.700

13.100 m2

164

84 24 trucks 60 cars

4.000

3.700 m2

98

55 31 vans&

trucks 24 cars

5.600

7.000 m2

210

143 83 vans&

trucks 60 cars

7.500

4.000 m2

57

32 9 trucks 23 cars

1.200

3.600 m2

51

40 19 vans&

trucks 21 cars

2.000

3.500 m2

32

13 5 vans& trucks 8 cars

910

www.hedef-gida.com.tr

TOTAL

41.400 m2

794

483208 vans&

trucks 275 cars

24.910

GROSS SALE SHARES OF PARTNERS - %

www.hedef-gida.com.tr

P&GKRAFT

FİLİZ

GİRİŞİM ET

İ

PRINGLES

ORUÇOĞLUNUMİL

DİMES

MARSAN

DİĞER0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

HOREKA is founded in 2007 by Hedef Grup as a result of the purpose being in

market “out of house consumption” .

HOREKA is a distribution company which is operating in order to meet every kind

of needs of hotels, restaurants ,cafes and pastry shop.

Based in Antalya.

HOREKA covers Usak, Afyon,Isparta, Burdur and Antalya markets with its 2 depots

and 14 sales staff.

General Informations

Motorized sales staff & orders , taken by hand terminals.

5.000 m² depot area in Antalya and 1.200 m² depot area in Afyon.

Using 21 transporting vehicles.

General Informations

Eczacıbaşı Girişim Pazarlama – Toilet Paper

Maratem Detergent & Trash Bag,

Tana, Oralet

Oruçoğlu - Sunflower Oil

Ülker Eksper – Bizim Margarine and Sunflower Oil, Niva, Cafe Crown, Superfresh İçim Milk

Kraft – Jacops Coffee, Maxwell House,Tang

Sırma – Water, Mineral Water

Gülsan – Meysu , Fruit Juice , Milk

Öncü Tomato Paste, Sultan Meat,Ece Olive, Zeelandia Doruk, Sütpa, Kükre , Billur Salt

Business Partners

2.000 distribution points ( Hotels, Restaurants, Cafes and Pastry Shop)

Direct sales to Hotels, Restaurants, Cafes and Pastry Shop).

Growing Policy; to commence distribution in Istanbul and Ankara in next two years.

Market

ORUCOGLU YAG SANAYİ VE TİCARET INC.

HISTORY

• It was established in Afyon city center in 1968 as a factory that has 60 ton / day seed processing capacity.

• In 1998, the gravity-based extraction system was commissioned.

• In 2002, the refinery unit has been renewed by using "Alfa Laval Continued System Technology" in line with European Union Standards.

• With the help of this technology, parameters effecting the quality level are controlled by computer systems.

• The new refinery unit was builded by De-Smet an expert Spanish Company on this subject. For other units, hıgh technology systems (of Sweden, Belgium, Germany, Japan ) were applied.

• Japanese technology NISSEI have been used in bottling.

• In 2005 the company has became one of HEDEF GROUP.

PRODUCTION CAPACITY

• All the oil seeds can be processed from seed stage to filling stage in the factory having 65,742 m2 open, with 20,214 m2 covered area.

Capacity;

• Crude Oil Production 600 tons / day

• Refined Oil Production 247 tons / day

• Filling & Packaging 600 tons / day

STORAGE CAPACITY

Sunflower Seeds : 10.000 tons

Crude Oil : 12.000 tons

Refined Oil : 2.450 tons

QUALİTY DOCUMENTS

TS EN ISO 9001 2008 Quality Certicate

ISO 22000 2005 Food Safety Management System

HACCP Food Safety Certificate

OHSAS Occupational Safety Certificate

ISO 14001 Environmental Management Certificate

Food Production Certificates for all products

TSE Certificates for all products

CRUDE SUPPLY

• Crude sunflower oil is supplied in two ways;

– Buying and processing of sunflower in factory

– Direct purchase as crude oil

• Corn oil is obtained from domestic and foreign market as crude oil.

• Olive oils are obtained from the Aegean region as ready to fill.

• Hazelnut oil is obtained from Fiskobirlik.

• Oils such as foreign origin soy and canola oils are provided from domestic market.

• Turkey's oil production meets % 36 of the need. Orucoglu obtains some of needed crude oils and sunflowers from foreign markets.

These are;

Romania, Ukraine Bulgaria, Canada, Argentina United States of America.

• PET bottles are made in its factory.

• Tin boxes are supplied by Aydın Metal in Afyon.

CRUDE SUPPLY

DISTRIBUTION

• To distributors

• To the national chains (Carefour, Kipa, BTT, BİM,Real)

• Exports (predominantly to Iraq and Cyprus)

OTHER DISTRIBUTORS

HEDEF – DEGISIM

NEW CANDIDATE

BLANK

ŞanlıurfaOsmaniye

İçelKilis

Hatay

K.Maraş

Malatya

G.Antep

AdıyamanDenizliAydın

Antalya

Muğla Burdur

AfyonUşak

Isparta

GiresunRize

Sivas

Tokat

Sinop

TrabzonOrdu

Amasya

Karabük

Kırşehir

Nevşehir

Aksaray

K.Kale

Bartın

Yozgat

NiğdeKonya

Karaman

Çorum

Kastamonu

Zonguldak

Çankırı

Kayseri

ÇanakkaleBalıkesir

Kütahya

Yalova

Eskişehir

Bilecik

Bolu

Kırklareli

TekirdağKocaeliEdirne

Sakarya

Baybu

rt

Elazığ

Tunceli Bingöl

Artvin

Muş

HakkariŞırnak

Mardin

Diyarbakır

Bitlis

ErzincanAğrı

Iğdır

Kars

BatmanSiirt

Ardahan

Bursa

Samsun

Manisa

İstanbul

İzmir

Erzurum

Van

Adana

Düzce

Ankara

ErzurumGümüşhane

DISTRIBUTION

COMPETITORS

• There are 340 registered brands in the market, 240 of them are active oil brands.

• Leaders of Market;

– Yudum, – Ona,– Bizim Yağ,

• Others;

– Orkide, – Bir yağ, – Zade, – Yonca, – Aymar, – Olin, – Kristal, – Kırlangıç, – Çotanak, – Karadeniz Birlik

MARKET SHARE

Oruçoğlu : %2.5Yudum : %15Bizim Yağ : %12Trakya Birlik : %12Ona : %2Others : %2

THE OTHER GROUP COMPANIES

•Aktif A.S. has been activated to distribute Procter & Gamble Products; Permatik and Permasharp to wholesale distribution channel in Turkey as of 1 Mart 2007.

•Logistic operations made bu using Hedef Gıda’s warehouses and logistic facilities.

•Market share is %27 ( of all gum market ), % 87 ( of sugar free gum market)

• 4 stars boutique Hotel in Kusadası Aydın.

•very near to other tourism centers.

•also very near to Efes Antique City .

•150 rooms and 450 beds capacity.

•45 workers ( average ), 90 ( in season )

•supermarket investment.

•first inverstment in retail.

•activated as of September 2009.

•started its life in sector with 7 shops.

•as of 2010 year end it has 20 shops and 23 shops for the time being.

•415 workers.

•2011 year end aim is 35 shops and planning to reach 90 shops in 2014.

• Hedef Telekom is one of 35 recently activated VDC ‘s (Vodafone Distribution Center )

• Distributing in South Marmara .

• % 3,5 market share in 35 VDC’s in Turkey.

• Located in Bursa.

• 23 workers (8 sale rep.’s ).

• 8 vehicle used by sale reps.

• Foreign trade company of Group.

• The sole importer of Pringles products in Turkey since 2003