Innovative Food Holdings Inc (IVFH)

[Dickmo]

Dollar for dollar, the meal plan business is one of the toughest businesses I have ever studied. So much has to go right to make the company successful.

But the meal plan business is not a business about blocking and tackling. Sure, you have to do those things well to be successful, but that is nowhere near enough. If you don't understand consumer marketing and branding, you will not be successful.

Sam is a numbers guy. Strike One. This business is full of numbers guys who failed. I believe Sam was attracted to the business because it was A) statistically cheap (based on like businesses) and B) a food business. He naturally thought there would be significant economies of scale. Except FD is not a food business. It is a marketing business that sells food. It could just as well have someone else make it. FD is not and has never been a food company. It is a lifestyle company that sells food. Strike Two.

And the third strike is branding. IMO, the Fresh Diet has never had a well defined brand image. When you think of Fresh Diet, it is not clear who it should appeal to and why. Asking finance and operations people to run a branded consumer products company is like asking a soccer player to play wide receiver. You may get lucky and he's really good. But more than likely he's playing a game requiring very different skills.