Annual Report to shareholders
Released
Released
Announcement PDF
Annual Report
2022/23
thecalmerco.com
Annual Report 2022/23
DIRECTORS
James Dack (Non-Executive Chairman)
– appointed 29 September 2022
Zane Yoshida (Non-Executive Director)
Company Secretary
SHARE REGISTRY
Jay Stephenson
Automic Share Registry
Level 2, 267 St Georges Terrace,
Perth WA 6000
1300 288 664 (Local)
+61 2 9698 5414 (International)
REGISTERED OFFICE
Suite 9, 330 Churchill Avenue,
Subiaco WA 6008
– appointed 20 December 2018
Anothony Noble (Managing Director)
– appointed 20 December 2021
James Tonkin (Non-Executive Director)
– appointed on 30 January 2023
Griffon Emose (Non-Executive Director)
2
– appointed on 30 January 2023
CONTACT
INFORMATION
Tel: +61 8 6489 1600
AUDITORS
Hall Chadwick Qld
Level 4, 240 Queen Street
Brisbane QLD 4000
GPO Box 389
Brisbane QLD 4001
BANKER
National Australia Bank
Level 1 / 1238 Hay Street,
West Perth WA 6005
PRINCIPAL PLACE OF
BUSINESS
96 Victoria Street, West End QLD 4104
POSTAL ADDRESS
96 Victoria Street, West End QLD 4101
Annual Report 2022/23
Table of
contents
Letter from Chairman & CEO
4
1) Company overview
8
2) Director’s Report
16
3) Financial Information
42
4) Independent Auditors Report
86
5) Corporate Governance Statement
92
6) Additional Information for Public
Listed Companies
105
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Annual Report 2022/23
Message from
the chairman
Mr James Dack OAM
Chairman
4
I believe that kava and CBD can become
the leading natural health remedies to calm
nerves and support mind and
muscle relaxation.
Annual Report 2022/23
Dear shareholders,
I was first made aware of Fiji Kava as the naming sponsor of the
Kaiviti Silktails RLFC, with whom I am actively engaged and am the #1
ticket holder. I saw that the company has a simple value proposition
in endeavouring to provide a suite of high-quality products
underpinned by a network of Fijian farmers for whom we can make a
big difference with reliable demand for kava at fair prices.
Since taking on the Chairmanship of the company, we have been joined by Griffon Emose and
Jim Tonkin on the board as non-executive directors. Jim has brought a wealth of experience and
a deep network in the USA market, that now represents most of our sales. Griffon has a long
relationship with the business and his financial and Fijian institutional experience has been
invaluable to supporting this new and very effective Board of Directors.
In recent years, the regulations for our products in Australia and across various global markets
including the USA, New Zealand, and more recently, South East Asia have become more
favourable. These regulatory changes pertain particularly to kava and CBD based products and
we anticipate this trend to persist globally. These favourable shifts have provided our company
with structural tailwinds.
I believe that kava and CBD can become the leading natural health remedies to calm nerves
and support mind and muscle relaxation. They boast both safety and broad consumer appeal.
Calmer Co is well positioned in both categories with premium-quality offerings and a track
record in cultivating demand for new functional health products.
We have needed to make some hard decisions to stay in business this year and to refocus on
what is most commercially viable. We can now begin to see the green shoots of those decisions
emerging in the second half of the financial year and in particular in the most recent quarter.
Mr James Dack OAM
Chairman
5
Annual Report 2022/23
Message from
the CEO
Dear shareholders,
FY2023 marked a pivotal period of evolution for our company. Under the
new banner of The Calmer Co International, we initiated a comprehensive
transformation strategy. This involved a strategic shift towards higher-margin
distribution channels for our products, supported by an increasingly cost effective
supply chain.
This strategy is evident through our recent distribution partnerships with industry leaders such as CJ Patel, Roolife
Group, Naturally Elevated, Coles and the continued development of our online sales channels, in particular Amazon.
com USA where we are seeing remarkable results for our instant kava range.
The new strategy is a work in progress, but it has begun to yield good results. Our half year sales grew by an
impressive 34% in comparison to the preceding half-year, concurrently elevating our gross profit margin to an
impressive 46% during the latter half of FY23.
Our supply chain has also been fortified during the year. We have now established 12 farm offtake agreements,
strengthening the foundation of our production and we have relocated our processing hub to Navua in Viti Levu,
demonstrating our commitment to cost-effective production.
Our corporate rebranding to The Calmer Co. reflects our broadening ambitions and the diversification of our
product portfolio. Fiji Kava®, continues to exhibit strong performance, particularly in US ecommerce channels and
our USA division has now traded profitably for the past 4 months with an average daily sales turnover exceeding
$3000/day. We will expand on this success and launch into the Kava Bar market in the USA this coming year.
Danodan® has begun to rebuild from a slow 2022 and an increasingly challenging market for cannabis products in
the USA, and is tapping into new retail channels in Washington state, Hawaii, and their home market of Oregon. The
introduction of a range of innovative topical products further underscores its strategic evolution.
Taki Mai®, in the capable hands of the CJ Patel Group, has found a natural and prosperous niche in the Fiji Islands,
the broader Pacific region, and most recently, in New Zealand. This expansion is grounded in solid trade-based
strategies with a highly experienced partner.
The revitalisation of our partnership with Leilo® also ushers in exciting new prospect. We have already initiated
6
sales to resorts and higher margin tourism channels in Fiji, with the intention to replicate this distribution model in
Annual Report 2022/23
multiple new markets and to manufacture locally where possible to increase profitability and reduce complexity and
costs associated with beverage logistics.
Despite the past challenges we have faced in the Chinese market, our collaboration with RooLife presents a
paradigm shift for China. RooLife boasts a proven track record in driving sales for nutraceuticals, health foods,
and functional beverages in China, building our belief in the potential of this vast sales territory; Initially, through
ecommerce and with ambitions for launching into general trade. Our supply chain has been comprehensively
redesigned for both efficiency and growth. Our manufacturing operations have been strategically relocated to Navua
on Fiji’s primary island, Viti Levu. This new processing facility enables us to access a skilled workforce and scale
production up to 5 times from our current levels with minimal additional capital expenditure.
Our geographic proximity to Kai Ming Agro Processing also plays a pivotal role in our operations, enabling seamless
collaboration and co-manufacturing of novel product lines alongside an experienced manufacturing partner.
Our executive leadership team and the Board of Directors, now possess a diverse and comprehensive skill set to
drive our global expansion efforts and foster enhanced relationships with government and investors.
James Dack joined the Board in October, amid our turnaround and has lent his steady hand to keeping the team
laser-focussed on the drive towards positive cashflow and profitability. James was awarded the Order of
Australia Medal this year and the passion and leadership he has shown in services for youth shines through in his
engagement with our team and with our Fijian collaborators.
Our CFO, Pravinesh Lala who joined us in May 2022 has been an indispensable part of the senior leadership team,
leading the implementation our new ERP system and Cin7 which has allowed us to take a data driven approach to
cost reduction, implement rationalisation of the product range and to ensure all new projects show profit at the SKU
level. These projects have underpinned our recent trading improvements and cost savings and hard decisions this
year will flow through to the results over the full year FY24.
Finally, the genesis and heart of our business lies with Zane Yoshida. Zane’s relentless dedication has been
instrumental in elevating our prominence not only within the Fiji Islands but also in global spheres. His efforts are
unceasing and his passion for natural health remedies is unwavering. It is my pleasure each day to work with a
true gentleman. On behalf of the Board of Directors I am pleased to present to you the Annual Report for the year
ended 30 June 2023.
Dr Anthony Noble
CEO
7
1
Company
Overview
Annual Report 2022/23
Our Business Model
Evolution
From a nucleus farm with 1 brand and 1 product to a growing international FMCG
business with 4 brands and 6 product lines selling into 5 global markets.
2013
2020
South Pacific Elixirs Pte. Ltd
established In Fiji
Fiji Kava capsules ranged
with Coles
TakiMai RTD shots launched in
Fiji and the USA (SoCal) WFM.
Supply of kava ingredients to
Blackmores brand Bioceuticals
2015
2021
TakiMai capsules listed
on Australian Register for
Therapeutic Goods (ARTG)
Business exceeds >$1m Revenue
2018
Listed on ASX Dec 2018
Selling capsules in Australia and
drinking kava and capsules in Fiji
Raw materials sourced from
Lomaiviti Province in Fiji
2019
Fiji Kava launches on
Amazon USA
Partners with Oborne Health
for distribution in to health
food stores
Launches capsules in NZ with
Green Cross Health
First powdered drinking kava
sales in Australia
Network Nutrition Ingredients
distributor announced
2022
Completion of Danodan
Hempworks acquisition
Network Nutrition (IMCD)
distribution deal for kavaton
Supply chain expanded to 8
collection hubs
Processing facility relocated to
Navua near Suva
Coles ranges Fiji Kava powder
nationally
BSP Life invest FJ$2m via
Convertible Notes
9
Annual Report 2022/23
Corporate Snapshot
FY2023 Result Highlights
$1.78m
($4.2m)
Revenue FY23
Operating loss before
adjustments
ASX Overview
CCO.ASX
.005
ASX Ticker Code
Share Price Aug23
881m
$4.40m
Shares on Issue Aug23
Market Capitalisations
Trading Highlights
10
$2,500/day
$2.76m
Year end daily e-commerce
Sales USA
Annualised sales based
on Q4 sales revenue $690k
46%
38%
Gross operating margin HY
Jun 23. Represents a 17%
improvement on HY Dec22
Reduction in Net Cash Used by
Operating Activities YoY
Annual Report 2022/23
Performance Highlights
$2.76 Annualised Sales based on Q4
Sales continue to improve driven by ecommerce sales in the USA. FY2023 Q4 sales of
$690k show strong sales growth.
US ecommerce Growth
Fiji Kava is now the number 1 instant kava brand selling on Amazon.com. Daily turnover was
$2,500 at year end and at the end of August 2023 it exceeded $3,000/day.
CJ Patel Distribution Deal
Targeting AUD11m over initial 3 year term with one of the Pacific regions most recognised
distribution partners across a territory including 17 countries.. First sales orders valued at
FJD $300k (AUD $210k) received.
Rooflife ecommerce
Targeting AUD15m over a 5 year term. Roolife has a track record of online success in China.
First sales orders of AUD $150k received.
Leilo Global Partnership
The Calmer Co signed a deal to distribute Leilo ready to drink beverages in a number of
global markets. Distribution will start with tourism and resort channels in Fiji.
Coles
Sales of 50g bags of powdered drinking kava grew strongly in 2023.
11
Annual Report 2022/23
Q4 Sales Growth
Quarterly Revenues & Net Cash Outflows Used in Operations
Commentary
•
79% increase in sales revenue in Q4 (vs Q3, 2023) largely due to strong
sales growth in ecommerce sales in the USA.
•
Fiji Kava is now the number 1 instant kava brand sold on Amazon.com. Daily
sale $2,500 by year end 2023.
•
Daily sales exceeded $3,000/day on Amazon.com at the end of August.
•
Initial orders from CJ Patel ($210k) and Roolife ($150k) have been received
and included in Q4 results.
•
Cost optimisation program saw net cash outflows used in operations fall
to a low of $561k in Q4, which was a 20% reduction on the previous quarter.
•
The new processing hub in Navua can continue to scale manufacturing
volumes up to 5X with little further capital expenditure.
12
Annual Report 2022/23
FijiKava is now
the #1 instant
kava brand sold
on Amazon.com
13
Annual Report 2022/23
Brand Analysis
The Calmer Co is a house of brands,
growing and refining natural products in
the low cost region of Fiji and exporting
these products to a global market.
Brand Snapshot
PRODUCTS: Drinking kava, teas, capsules
USP: High quality kava brand with blue
chip retail partners
Markets: USA, Australia, NZ, Fiji
URL: fijikava.com
FijiKava continues to exhibit strong performance, particularly within the dynamic landscape
of US ecommerce channels, where sales have surged by 79% in Q4 compared to the previous
quarter. Fiji Kava is now the number 1 instant kava brand sold on Amazon.com and turns over
$3,000 daily at the end of August.
Brand Snapshot
PRODUCTS: Hemp & CBD oils
USP: Best organic full spectrum organic CBD and
water soluble organic hemp flower infusions
Markets: USA
URL: danodan.com
Danodan has begun to rebuild from a slow 2022 and is tapping into new retail channels in Washington
state, Hawaii, and their home market of Oregon. The introduction of a range of innovative topical
products further underscores its strategic evolution. The liberalisation of CBD in Fiji is a big opportunity
14
for this division.
Annual Report 2022/23
Brand Snapshot
PRODUCTS: Drinking kava & flavoured shots
USP: Traditional Fijian heritage brand from
high quality kava cultivars with leading
Fijian chains
Markets: Fiji, Pacific Islands
URL: takimai.com
Taki Mai is a heritage brand and the expression is synonomous with kava in Fiji. The brand
in the capable hands of the CJ Patel Group, has found a natural and prosperous niche in the
Fiji Islands, the broader Pacific region, and most recently, in New Zealand. Our latest product
release Taki Mai Low Key, a drinking kava and a flavoured ready to drink kava shot is now on
shelves. With the expanisve distribution of CJ Patel, Taki Mai will be our flagship brand in the
Pacific region.
Brand Snapshot
PRODUCTS: Ready to drink kava beverages
USP: Great flavours, brand recognition, and
strong youth market and tourism
market adoption
Markets: Fiji, Pacific Islands
URL: leilo.com
We have signed a terms sheet to become a global distribution partner with Leilo. Sales into
resorts and higher margin tourism channels in Fiji have already commenced. It is our intention
to replicate this distribution model in multiple new markets.
15
2
Director’s
Report
Annual Report 2022/23
Director’s Report
The Directors present their report together with the summary of the financial information
of The Calmer Co. International Limited and its Controlled Entities (the Group or Calmer Co.)
for the financial year ended 30 June 2023 and the auditor’s report thereon.
1. Directors
Mr James Dack
Non-executive Chairman appointed 20 September 2022
Mr Zane Yoshida
Executive Director appointed 20 December 2018
Mr Nicholas Simms
Non-executive Director appointed 10 September 2019, resigned 28 Nov 2022
Mr Andrew Kelly
Non-executive Chairman appointed 20 December 2018, resigned 15 March 2023
Mr Anthony Noble
Managing Director appointed 20 December 2021
Mr James Tonkin
Non-executive Director appointed 30 January 2023
Mr Griffon Emose
Non-executive Director appointed 30 January 2023
For additional information of Directors including details of the qualifications of Directors please refer to paragraph
11 of this Directors’ Report.
17
Annual Report 2022/23
2. Information on other officers
Company Secretary
Mr Jay Stephenson held the position of Company Secretary for the financial year ended 30 June 2023.
Please refer to paragraph 11.
3. Meetings of Directors
During the financial year ending 30 June 2023, 13 meetings of Directors (including committees of Directors) were
held. Attendances by each Director during the year are stated in the following table.
COMMITTEE MEETINGS
DIRECTORS’
MEETINGS
Number
Number
eligible to
Attended
attend
Dr Andrew Kelly
11
11
Zane Yoshida
13
13
Nicholas Simms
6
5
Dr Anthony Noble
13
13
James Dack
5
5
James Tonkin
4
4
Griffon Emose
4
4
DUE DILIGENCE
COMMITTEE
Number
Number
eligible to
Attended
attend
REMUNERATION
COMMITTEE
Number
Number
eligible to
Attended
attend
AUDIT COMMITTEE
Number
eligible to
attend
Number
Attended
At the date of this report, the Remuneration Committee,
Audit Committee and Nomination Committee comprise
the full Board of Directors. The Directors believe the
Company is not currently of a size nor are its affairs of such
complexity as to warrant the establishment of these
separate committees. Accordingly, all matters capable of delegation
to such committees are considered by the full Board of Directors.
4. Nature of Operations and Principal Activity
The Calmer Co. International Limited (formerly Fiji Kava Limited), (The Calmer Co or The Company) is a health and
wellness company with operations in Australia, Fiji, and the USA, which produces nutraceuticals and functional
beverage products to reduce anxiety, promote relaxation, improve sleep, and support sports recovery and
performance.
The company works with farmers to source high quality kava and hemp that is processed into active extracts for B2B
sales or into finished products across a house of brands.
Our Taki Mai® and Fiji Kava® brands are focussed on expanding the distribution of kava throughout global markets
to provide a natural alternative to alcohol and to small molecule sleep and anti-anxiety prescription medicines.
18
DIRECTOR’S REPORT
Annual Report 2022/23
Noble kava extracts are backed by a significant body of peer reviewed clinical research into the safe and effective
use of kava products, and thousands of years of traditional use in the Pacific Islands. Our Danodan® brand offers a
unique patented range of USDA certified organic tinctures, and soon topicals, sold throughout the USA and online
for relaxation, sleep and recovery.
The Company’s products are Therapeutic Goods Administration (TGA), Food Standards Australia and New Zealand
(FSANZ) and Food and Drug Administration (USA) compliant and are sold online and through retailers in Australia,
Fiji, New Zealand, across the Pacific and in the United States. The Company is taking steps towards expansion into
key Asian markets, including China.
19
Annual Report 2022/23
5. Review of Operations
The Company has focussed on investing in building a supply chain that can support expansion into key markets;
The Pacific, USA and Asia. We have sought and delivered high quality and well-aligned distribution partnerships
for our ingredients, for our Fiji Kava® brand and for our Taki Mai® brand. With innovative new products in the
pipeline, the operational milestones achieved in FY23 have set the stage for profitable growth in future years
and removed key high-cost impediments to growth and achieving profitability.
Modernisation of Supply chain
The company has undertaken a comprehensive
modernisation of our kava supply chain model
which now spans across geographic regions and
encompasses both community based and commercial
farming operations. This allowed us to terminate
the lease agreement by our wholly owned Fijian
subsidiary South Pacific Elixirs Pte Ltd (SPE) for the
Cawatara Estate and to close the manufacturing site
in Levuka. Fijian kava processing operations are now
in Viti Levu, the main island of Fiji and the company
formalised a long-term partnership with KaiMing
Agricultural Processing (KAP) as part of the move to
new premises and expanded operational footprint in
the 40,000ft2 Navua site.
The Company has signed a Memorandum of
Understanding (MOU) with KAP, which defines
collaboration on the manufacture and production
of drinking kava products as well as ginger, turmeric
and kava juices, and in developing a framework to
consolidate key business activities over time. KAP is
a family-owned business that has been in operation
since 2005, with its factory located on the bank of the
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DIRECTOR’S REPORT
Navua River near Fiji’s capital city, Suva. KAP employs
over 100 people predominantly from the surrounding
areas and prides itself on providing a modern
employee focussed work environment.
As part of the Company’s strategy to modernise a
vertically integrated supply chain, we have entered an
agreement for a commercial farming and collection
hub with Fiji’s most successful agricultural program,
the Tutu Rural Training Centre. Established by
the Society of Mary on Taveuni in 1969, the Tutu
Rural Training Centre traces its origins to a Sydney
monastery that ran a Marist Brothers training
course for Pacific islanders and aims to equip
young men and women with the skills required to
excel as self-employed farmers and craftspeople in
Cakaudrove, Fiji, and is seen as the most successful
training program in Fiji, if not the Pacific. The farming
and collection hub is based on Taveuni Island in
Cakaudrove Province. The Company has identified
key locations for establishing further regional
collection hubs, including Koro Island, Kadavu and
Vanu Levu.
The collaboration with Tutu is a tripartite project,
Annual Report 2022/23
which forms part of a broader partnership with
to expand its supply chain across Fiji and provide
iTaukei Trust Fund Board (TTFB). iTaukei Trust
traceability and transparency of its products to its
Fund Board is an institution established under the
customers. The Company is working with Traceable
iTaukei Trust Fund Act, for the purposes of fostering
Solutions in Fiji to complete the Supply Chain
the advancement of the iTaukei (native Fijians) and
Digitisation project in FY24.
Rotumans by promoting initiatives that will better
their standard of living and enhance appropriate
cultural traditions and values. This collaboration
Expansion of Network Nutrition
Partnership
strengthens the Company’s position in the Fijian
The Company expanded our Strategic Partnership
community and underpins a commitment to s
with Network Nutrition, part of Dutch multinational
upport Fijian farmers.
IMCD, which was appointed as the exclusive sales
agent for B2B sales of our proprietary water extract
The establishment of these collections hubs, results
in streamlined logistics for the transportation and
processing of Noble Fijian Kava, thereby improving
efficiency and reducing costs through economies
of scale.
The Company has now continued to increase its
commercial farming network to include 12 key
commercial farm supply agreements across Fiji. These
now include commercial farming relationships in
most provinces that grow kava in Fiji, which include
Lomaiviti, Cakaudrove, Bua, Serua, Namosi, Kadavu,
Ra and Naitasiri. In addition to this, the Company
also continues to support supply relationships
with subsistence farmers across the country and is
currently working with the United Nations Capital
Development Fund (UNCDF) and TTFB to establish
rural collection and training centres in Nabouwalu,
Bua and Koro island in the Lomaiviti group.
The digitisation of the Calmer Co’s supply chain is an
important differentiator as the Company continues
of Noble Kava for the US ingredient market from
October 2021. Our proprietary water extract of Noble
Fijian kava is marketed under the brand KavatonTM
by Network Nutrition. Strong sales performance in
the USA saw all available KavatonTM Extract made
available by Fiji Kava purchased over Q2 and Q3 of
FY22 and saw the onboarding of major multinational
nutraceutical clients. The exclusive marketing
territories for KavatonTM extract were expanded this
year to now include Canada, Australia, New Zealand
and the ASEAN regions.
The companies have continued to work together over
the year on a number of R&D projects which have
progressed significantly under IMCD’s stewardship,
and several beverage specific new projects have been
outlined for the coming years, that will support the
local manufacturing of The Calmer Co and Leilo drinks
in key markets in the future. A new Fine Particle grade
water extract and bulk Drinking Kava were added to
the distribution contract in FY23 based on
customer demand.
21
Annual Report 2022/23
CJ Patel Distribution Partnership
The Calmer Co.’s wholly owned Fijian subsidiary,
South Pacific Elixirs Pte Ltd entered into an exclusive
agreement with CJ Patel (Pacific) Pte Ltd (CJ Patel) as
its authorised distributor in seventeen countries. The
agreement set out targets minimum sales of A$11
million for over the initial three-year term of the
agreement to maintain exclusivity. This represented
an important step forward for professionalisation of
the Company’s kava marketing to the local Fiji market.
This partnership complements the existing dominant
position held by our FijiKava® brand in the tourist and
resort channels through partnerships with Jacks of Fiji,
Tappoo’s and Motibhai.
As the largest FMCG distribution company in the
South Pacific, CJ Patel is ideally suited to deliver
comprehensive distribution, sales and marketing
support to the Taki Mai brand and is now the
exclusive and authorised distributor for the Taki Mai®
range of products across seventeen countries. The CJ
Patel Group is a diverse group of organisations across
a variety of industries, all with the common goal of
delivering world-class products and services. With
their head office in Fiji, CJ Patel controls the operations
of over 20 different companies across 10 countries,
using a variety of business ownership models from
joint ventures to wholly owned subsidiaries. They are
an adaptable group, capable of changing models to
best suit the needs of the business sector, industry
regulations and environment in which they
are operating.
international brands in Fiji, and most of the Pacific.
The Company has its main warehouse in Wailekutu,
Lami and sub-warehouses in Lautoka and Labasa
ensuring comprehensive National Coverage. CJ Patel
distributes its products to modern trade as well as
utilising its extensive distribution network of retailers
around Fiji. CJ Patel distributes renowned brands
such as Sanitarium, Weet Bix, Panadol, Glaxo Smith
Kline and household names such as Nescafe, Milo and
Colgate throughout Fiji and around the South Pacific.
Taki Mai® is the brand in our portfolio with the most
history and was the original brand brought to market
in Fiji and in the USA by Zane Yoshida and the SPE
team in 2015. The products including drinking kava
and dietary shots had great uptake both in the USA
and in Fiji, including into Wholefoods Market. The
Taki Mai® instant kava products in Fiji have been
continuously sold since 2015, and the range has
recently been expanded to include a Traditional Grind
and a new Low Key® product.
RooLife China Distribution
Partnership
RooLife was appointed as exclusive distributor of
the Fiji Kava® range of capsules and drinking kava
products in China in an important step back into
the Asia market for the Company. The contract also
extended to future new products including dietary
shots and new RTD products that are developed
for the China market though eCommerce. Initially,
RooLife’s wholly owned subsidiary Choose Digital has
taken over management of the Fiji Kava® product
CJ Patel has the distribution rights for world renowned
22
DIRECTOR’S REPORT
range online via www.fijikava.com in Australia as part
Annual Report 2022/23
of preparation to enter the Chinese market to ensure
services for its clients. RooLife provides personalised,
price and positioning allignement.
real-time, targeted marketing. With a key focus on
driving sales in Australia and China the Company’s
The size of the opportunity is reflected in the
performance rights granted to RooLife which vest
on Sales of $1m & $2m AUD by 30 June 2026, $5m &
$10m AUD by 30 June 2027 and $15m AUD by 30 June
2028. Indeed, the execution on a China market entry
strategy, supported by the appropriate restoration
of global price architecture for the Fiji Kava® product
range is a critical step to realising the potential of
online e-Commerce marketplaces assist businesses
to sell directly to Chinese consumers and accept
payment via the WeChat and Alipay mobile payments
platforms. RooLife’s key positioning is about knowing
and remaining connected with Chinese consumers,
allowing brands to effectively sell products to Chinese
Consumers based on their profiles and
purchasing behaviours.
the Fiji Kava® brand globally. This approach will
also ensure we have full alignment in marketing and
positioning of our products in Australia and China to
ensure success through cross-border eCommerce.
RooLife has extensive experience in functional
beverage sales and marketing in the China market,
most recently achieving a retail trade launch for
Australian brand Remedy Kombucha, after growing
online sales since 2020.
Targeting the sports medicine market in China will
be central to the strategy, with RooLife to co-market
the Fiji Kava powdered drinking kava range alongside
their VORA protein range in the lucrative online sports
nutrition channel in China. The size of the opportunity
compared to the local markets is immense with sports
nutrition in China valued at over $300m USD and
dominated by eCommerce which accounts for more
than 80% of sales.
Global Distribution Partnership
with Leilo Inc.
The Calmer Co. has entered into an agreement
with Leilo Inc. for the rights to manufacture, market
and distribute Leilo branded beverages in several
international markets. In China & India, The Company
has the rights to manufacture, distribute and market
Leilo beverages. Across the Asia Pacific the Company
will distribute and market Leilo beverages in the resort
and tourist channels
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