1. 1WAKKAS ORGANICS
The Taste of Australia
Green and Gold
This information brochure outlines
an opportunity to become an active
partner, or an investor and share
holder, in an exciting and unique
business opportunity: the prototype
of Australia’s first Certified Organ-
ic Fast Food Restaurant Franchise,
combined with an retail organics
outlet. supplying popular organic
products.
A CERTIFIED ORGANIC
FAST FOOD RESTAURANT
ORGANIC FRANCHISE
OPPOR TUNITY
2015

2. 2 WAKKAS ORGANICS
CONTENTS
A brief history of the
evolution of the con-
cept of organic food; an
outline of our company’s
origins in the certified
organic food industry,
our credentials, and the
value we bring on the
challenging supply chain
side of an organic res-
taurant project; a look at
our essential experience
in the organic certifica-
tion process.
Here we discuss the
seeming paradox of
attempting to com-
bine the sophisticated
diner’s expectations
of the organic experi-
ence with the everyday
take-away or fast food
model. Research reveals
awareness of the impor-
tance of diet to personal
health has revolution-
ised every aspect of the
food industry.
We are seeking to part-
ner with some very
special people who love
the organic lifestyle,
care about health & diet,
and who have the imagi-
nation, style, experience
and skills to contribute
strongly to this exciting
project. Are you a res-
tauranteur with whom
these ideas resonate?
Have you a background
that fits with us?
We aim to firmly differ-
entiate our brand from
the familiar American-
ised corporate models
which dominate the fast
food franchise industry.
We aim to give our chain
a cheeky and informal
Aussie feel, but com-
bine that with a quality
standard and in-house
ambience that makes
customers feel relaxed
and at home.
BACKGROUND
-PAGE 4- -PAGE 6- -PAGE 9- -PAGE 12-
HEALTH&FOOD PROPOSAL THE CONCEPT
- Background - - Do YOU Fit In? -- Why Organic? - - Branding -

3. 3WAKKAS ORGANICS
While there’s been a
global upward trend in
organic food consump-
tion in the past decade,
surveys show average
consumers are prepared
to pay a price premium
of up to 15% for organic
foods because of they
perceive health benefits.
We can meet this price
challenge and grow the
market.
A discussion about the
organic consumer, and
growth potential of the
organic food industry .
We go on to introduce
exciting new ideas for
introducing online tech-
nology into the dining
experience, inhouse
iPads to order your own
custom designed menu,
membership and more.
The familiar model of
fast food restaurant
created by the corporate
giants established the
glossy chain as a well
known feature of con-
temporary society. But
we have moved on from
this sterile, homoge-
nised environment and
people expect a more
cosmopolitan and inter-
esting ambience as part
of the dining experience.
Read profiles on the
key players in our team
and some background
on our currently estab-
lished certified organic
foood businesses. We
bring a lot to the table
on the supply side; and
also with our experience
in the certification of
organic businesses; and
finally with our vision
and strong marketing
ideas.
CONSUMERS
-PAGE 14- -PAGE 1 6- -PAGE 19- -PAGE 22-
THE MARKET FAST CASUAL ABOUT US
- Changing Tastes - - Inhouse Ambience -- Our Advantage - - The Team -

4. 4 WAKKAS ORGANICS
BACKGROUND
The modern organic farming movement began in
Europe around the 1920s, when a group of farm-
ers and concerned consumers sought a healthier
alternative to the industrialisation of agriculture.
Of key importance to these farmers and consum-
ers was caring for the soil and the natural pro-
cesses upon which agriculture depends, including
not using degrading or inputs such as artificial
fertilisers, pesticides and synthetic chemicals.
Australian Organic
Network Pty Ltd is
based in the home of
fine organic food in the
Northern Rivers / Byron
Bay area of Far North
NSW and is a certified
organic food wholesaler
accredited by the ACO
(Australian Certified Or-
ganic).
With a history as one of
the leading and original
Australian organic food
distributors, Australian
Organic Network, has
strong long term rela-
tionships with certified
organic farmers right
across Australia.
CEO and driving force
behind Australian Or-
ganic Network is Ben
Debs, one of the most
resourceful and knowl-
edgeable persons in
organics in Australia,
with farming, retailing,
wholesaling, marketing
and project manage-
ment experience. He
has been recognised
for his inspiring story by
Australian TV’s Today
Tonight program.
Australian Organic Net-
work is the umbrella
organisation linking to-
gether a number of re-
lated organic business-
es.
Our wholesale certified
organic food division is
growing rapidly and we
have developed valu-
able new partnerships
with major internation-
al food brokers, and
opened up new sources
of supply of certified or-
ganic food from many
different regions of the
world. This has allowed
us to expand our origi-
nal business concept
and launch an interna-
tional brand of certified
organic food under the
banner of International
Organic Network.
Byron Bay Organics
is our affiliated brand
of packaged Australian
certified organic foods.
From the green hills of
beautiful Byron Bay,
Byron Bay Organics

5. 5WAKKAS ORGANICS
“Organic agriculture is an ecological production management system
that promotes and enhances biodiversity, biological cycles and natu-
ral biological activity in the soil. It is based on minimal use of off-farm
inputs, and on management practices that restore, maintain and
enhance ecological harmony.” Our restaurants contribute to the
health of the world.
brings you wholesome,
tasty organic food,
grown and manufac-
tured in Australia, full of
nutrients and with zero
toxins, just the way na-
ture intended.
The certified status of
each of our organic
businesses is the con-
sumer’s guarantee of
the safety and purity of
the food we grow, pack-
age and distribute. We
bring you the very best
in healthy organic foods
and believe in it’s valua-
ble health and environ-
mental benefits.
In developed countries
across the world people
are becoming increas-
ingly aware of what
makes organic food
different from standard
mass produced or ‘con-
ventional’ foods.
Awareness is growing
that “Certified Organ-
ic” accreditation guar-
antees you are eating
wholesome foods, that
are grown in natural nu-
trient-rich soil, using tra-
ditional farming meth-
ods, with no artificial
inputs.
Certified organic farm-
ers must meet strict
nationally accredited
organic farming stand-
ards of food purity. They
build up the soil, so it
is rich in important nu-
trients. They don’t add
any artificial chemi-
cals, preservatives or
toxic sprays that have
been shown to endan-
ger health. It is natural,
wholesome food, grown
to rigorous National
Health Standards by
people who care about
food quality.
In our complex and fast
moving contemporary
world many people are
just too busy in their
lives to have time to
pursue a strictly organ-
ic lifestyle, even though
they are positive about
the idea and value of or-
ganic food to their per-
sonal health and a sus-
tainable environment.
But imagine if you were
able to get all your fa-
vourite fast foods, with
the speed and conven-
ience of a modern hi-
tech fast food restau-
rant, while knowing it
was safe and nutritious,
great tasting, highest
quality organic food?
Well, that’s exactly the
idea behind our brand
new chain of Australian
organic fast food out-
lets, we call Wakkas
Organics - the new,
natural and healthy al-
ternative - organic food
to go!
Delicious, healthy or-
ganic food, now at pric-
es you can afford! And
so fast and convenient!
It’s a timely business
and health concept
that is right up with the
mood of contemporary
consumers. There will
be few who do not feel
positive about the idea
of real, restaurant qual-
ity organic food becom-
ing conveniently availa-
ble at fast food prices!
At Wakkas Organics, it’s
so easy to be healthy!
This information mem-
orandum outlines the
general concept of and
broad vision for the
Wakkas Organics Certi-
fied Organic Restaurant
chain.
We are now ready to de-
velop the prototype and
are seeking like-mind-
ed people with comple-
mentary skills to form a
team to build the model
which can be rolled out
across Australia and
eventually the world.
This brochure contains
generic visualisations
of possible design fea-
tures and a discussion
of some of the funda-
mentals. We strongly
believe that with the
co-operation of the right
team of specialists we
can build a brand that
has wide long term ap-
peal and capitalise on
the new health con-
siousness.

6. 6 WAKKAS ORGANICS
ORGANIC FAST FOOD?
To some this is a contradiction in terms, but we aim to change that preconception. The con-
cept of “fast food” was a response to the needs of our time-poor contemporary society. How-
ever it has over time become associated with obesity, diabetes and other adverse health
outcomes... and some well known chains are now perceived as heartless multi-national cor-
porate monsters swallowing local food cultures.The fast food model is, on the other hand, a
highly efficient way of feeding large numbers of people, practical and time-saving in people’s
working lives, and it appeals to their budgets in tight economic times.
Contemporary consum-
ers view fast food as
an affordable luxury,
but more recently we
have grown wary of the
“fat factor” and we now
live in a society with an
ever more sophisticated
and growing awareness
of the importance of
good diet for maintiain-
ing bountiful personal
health.
With intense media
scrutiny on environ-
mental issues such as
climate change, there
are now also increas-
ingly widespread con-
cerns about the dangers
posed by man-made
toxins that are associat-
ed with large scale ag-
ribusiness and “conven-
tional” industrial farming
practices polluting our
world and entering the
food chain.
It makes great sense
to combine the health
benefits of organic food
with the positive time
and money saving ad-
vantages of the fast
food restaurant model,
which appeals widely...
and especially when it
is family friendly.
This is such a simple
but timely idea!
A certified organic res-
taurant franchise would
bring the enjoyment of
delicious, healthy, certi-
fied organic food within
everyone’s reach, in a
time frame that suits the
busy modern world...
...but we don’t mean
weird or exotic “fairy
food” that will alienate
ordinary people! Aus-
sie’s will continue to
enjoy their familiar take-
away favourites - great
genuine tasty organic
meals, including burg-
ers, wraps, fries, fresh
salads, juices, and deli-
cious organic coffee “on
the go”.
Despite reduced de-
mand across the indus-
try since the GFC, ham-
burgers still account for
the highest portion of in-
dustry revenue. This in-
dicates that people still
consider fast food as a
popular family treat or
as a break from cook-
ing.
Knowing everything
on the menu is grown
to stringent certified
organic standards re-
moves a lot of the fear
and anxiety associ-
ated with the choices
available in the urban
Western diet. Consum-
ers can feel good in the
knowledge that while
they are protecting their
own health they are si-
multaneously helping
the natural environment
by supporting sustaina-
ble farming practices.

7. 7WAKKAS ORGANICS
“The world
wants a natural
taste of
Australia and
all that is
Australian.
Australians
want to cele-
brate a culture
of their own.”
It’s hard to believe
someone hasn’t done
this already! But all
good ideas have their
time. We believe the
time is now. Australia is
ready.
To increase brand rec-
ognition and celebrate
our genuine Aussie
roots, the international-
ly recognised Australi-
an Koala is our mascot.
We will donate a portion
of the profits from all
Wakkas Organics food
outlets to helping save
the our beloved Koala
from the threat of ex-
tinction. Our cute Aus-
sie Koala’s are known
the world over, and are
an iconic ambassador
for Australia. But, sad-
ly, they are now endan-
gered. We want to help
ensure their survival.
The Wakkas Organ-
ics restaurant chain is
intended to be clearly
positioned as a unique-
ly Australian business
idea - thus the infor-
mal fun name, the
green and gold Aus-
sie-themed corporate
colours, and the koala
symbolism. The world
wants a natural taste of
Australia and all that is
Australian. Australians
on the other hand want
to celebrate a culture of
their own,
Here at Australian Or-
ganic Network we want
to make it affordable
and easy for all Aus-
tralians to enjoy fresh
wholesome organic
farm produce, gaining
all the health benefits of
enjoying the finest or-
ganic food.
Growing the demand for
organics is a practical
way of working towards
the safeguarding the fu-
ture health of our unique
and famous Australian
natural environment be-
cause, by growing the
organic farm sector, we
are effectively reducing
the use of artificial fer-
tilizers, chemicals and
insecticides nationwide.
But we don’t imagine a
crass stereotyped fast
food restaurant environ-
ment, with plastic chairs
and “airport lounge” at-
mosphere. As we dis-
cuss below, we intend
the Wakkas Organics
restaurants to be warm
and friendly, with a con-
temporary “organic”
ambience and style. We
want our restaurant out-
lets to become a symbol
of healthy eating and
therefore they can also
become a trusted place
to buy packed certified
organic foods. So there
is potential to build a
substantial revenue
base through in-house
sales of packaged certi-
fied organic foods.

8. 8 WAKKAS ORGANICS
THE TIME IS RIGHT
People want to eat pure, uncontaminated food...
Certified organic farmers produce a
diverse range of products—including
fruit, nuts and vegetables, meat from
various animals, fish, dairy products,
cereals, oilseeds, plant and animal fi-
bres, and health and body care prod-
ucts. The products may look like their
conventional equivalents, but differ
in the way they have been produced.
Certification guarantees the benefits
of food purity and wholesome organic
quality, free from toxins and GMOs.

9. 9WAKKAS ORGANICS

10. 10 WAKKAS ORGANICS
Wakkas Organics
is a business op-
portunity placed
right at the cutting edge of a
rapidly expanding new mar-
ket.
This simple but exciting
new Australian Or-
ganic Fast Food con-
cept has a secure legal trade-
mark, the business plan is well
developed, the all important
and most challenging element
- the supply chain - is in place
through our unique position
as bulk supplier of organic
foods, and it is widely recog-
nised that Australians have
developed a strong awareness
of the importance of good diet
to personal health and the
value of sustainable farming
to our planet’s future.
So there has never been
a better time to get this
great idea up and run-
ning and lead the market.
Australian Organic
Network and the
network of support-
ing businesses make a strong
team, and we are now look-
ing for like-minded, enthu-
siastic partners and ethical
investors, to help make our
exciting dream a reality.
It’s a vibrant growth in-
dustry. We have done
our research, and have all
the shareholder structures in
place and the Wakkas Or-
ganics concept is ready to
go. We seek expressions of in-
terest from people with com-
plemetary skillsets and ap-
proved investors interested in
helping to build the prototype
and change the way Australi-
ans eat.
W
e are especially
interested in con-
necting with expe-
rienced restauranteurs who
have an organic leaning and
would like to be involved in
developing great contempo-
rary menus and innovative
food ideas, and who love to be
involved in making the res-
taurant experience unique - a
totally good feeling.
If you believe that the time
is right for Australia, and
in fact the world, to enjoy
fast, convenient healthy and
reasonably priced organic
food, served in a contempo-
rary ambience, with a hi-tech
customer interface, then you
might like to join the adven-
ture of building the Wakkas
Organics concept and brand.
Our team is looking for new members with complementary skills to work together to create a world first.

11. 11WAKKAS ORGANICS
We believe the world is ready for a healthy, certified organic restaurant franchise that
combines the best in wholesome goodness and nutritional value, with contemporay
ideas of convenience and economy. And because eating organic supports a sustainable
farming industry.
- Wakkas Organics -
Certified Organic Food for the Now Generation
- The Franchise -
State-of-the-art restaurant design.
- Certified Organic to Go! -
Healthy certified organic food for busy lives.
- The Menu -
Designed for modern tastes - adjusted to seasons.

12. 12 WAKKAS ORGANICS
BRANDING
In our introduction we have identified the paradox of presenting healthy organic food
in a modern ‘fast food’ context. Rather than evade this contradiction we want to cel-
ebrate a new awareness that contemporary society needs the convenience and cost
effectiveness of the fast food model - but that it can be done better! Much better...
THE AUSSIE EXPERIENCE EAT WELL! OUR MASCOT
Wakkas Organics is a
cheeky name echoing
the iconic cricket ground
and the Aussie slang
word for someone a little
bit crazy and fun! When
trademarking the name
we considered the risk
that we would run into
legal challenges from
the archetype of Amer-
ican multinational fast
food giants, McDon-
alds. But our trademark
has been secure for a
number of years now
and rather than chal-
lenge us, MacDonalds,
No-one can resist the
idea of enjoying the
health benefits of eating
the finest organic food.
Conventional farming
practices use chem-
icals to improve out-
put and profits. These
chemicals and insecti-
cides have been linked
to the current epidemic
in Alzheimers, birth de-
fects and other unfortu-
nate health outcomes.
Organic farming is the
traditional way of farm-
ing of our forefathers.
To celebrate our Aussie
roots, the internationally
recognised Australian
Koala is our mascot,
with a portion of the
profits from all Wakkas
Organics food outlets
to helping save our en-
gangered icon. In all our
operation we want to
be an ethical business
following the principles
of fair trade, purchas-
ing local when we can,
treating our staff like
family and making a
positive contribution to
society.
Celebrating Australian Culture
- Health is
everything-
- Our Cause -
have recently tried to
emulate our marketing
ideas, they’ve changed
their name in Australia
to “Maccas” and even
copied our advertising
approach - claiming in
an Aussie drawl that
they are an “Australian”
brand with great health
credentials! This won’t
sit well at all with dinky-
dyAussies! Our brand is
proudly and genuinely
Australian and our point
of difference is clear-
ly stated in our name:
Wakkas Organics.

13. 13WAKKAS ORGANICS
A GROWING INDUSTRY A POSITIVE STORY
There is great potential in
our organic food restau-
rants to be “2 businesses
in 1” - we plan to have a
comprehensive retail or-
ganics section where cus-
tomers can purchase from
our extensive range of
packaged certified organ-
ic foods and products.
This strengthens the eco-
nomic viability for the fran-
chise operator by offering
a second income stream
for the business, and the
opportunity for impulse
buying, and at the same
Health benefits and the
feel good bonus of a pos-
itive environmental out-
come will set the brand
apart from other compa-
rable fast food products,
giving a unique selling
point and a what’s in it for
me? factor, to capture and
grow market share.
Since 1990 the market for
organic food and other
products has grown rap-
idly, reaching $63 billion
worldwide in 2012.
This demand has driven a
- Inhouse organics retail outlet - - Environmental credentials -
time enhancing the cus-
tomers value and satis-
faction in visiting the store
by the fact that they can
pick up their organic sup-
plies and specialty items
when they stop in for a
tasty meal.
Our credentials as a sup-
plier of a wide range cer-
tified organic products,
beyond that which is re-
quired by a restaurant,
means we can efficiently
manage the logistics of
supplying both a restau-
rant and a retail outlet.
similar increase in organ-
ically managed farmland
which has grown over
the years 2001-2011 at a
compounding rate of 8.9%
per annum. As of 2011,
approximately 91,000,000
acres worldwide were
farmed organically, rep-
resenting apfproximately
0.9 percent of total world
farmland (2009). This is
good news for our envi-
ronment!
Eat at Wakkas! Save
yourself, and save the
world!
Our Franchise Outlets
Attractive product presentation - with potential for retailing of organic food lines as a complement.
Operators benefit from displaying stock in an organised and attractive manner to maximise impulse sales.
Having a clear market position
Operators will benefit from our unique market positioning projecting a positive and consistent company image.
Easy access for clients
Our locations must have ample parking and convenient access to the premises for consumers.
Proximity to key markets
Our franchises will be located in areas that have good vidibility and a high volume of passing traffic.
Ability to control stock on hand
The use of tightly monitored stock control systems will ensure operating costs for both the restaurant and the
retail outlet are kept to a minimum and operators are aware of low stock levels.

14. 14 WAKKAS ORGANICS
Organic Consumers
Organic food is no longer an exotic concept belonging to hippies
and radical health freaks, but has become a widely accepted
basis for good dietary choices, because of the fears people have
around environmental pollution, food additives and their personal
health.
Of course you don’t
have to be a hippy from
Nimbin to appreciate
the benefits of organic
food.
Awesome tasty contem-
porary certified organic
menu.
THE WICKED WAKKA? ORGANIC FOOD TO GO!
A holistic Organic Dining
Experience for everyone.
CONTEMPORARY MENU
A national survey has
shown that organic food
consumers are more likely
to be women, (44% of wom-
en claimed to have con-
sumed some organic food
ongoing opportunities to
reach the identified niche
market with premium
products to increase prof-
itability and revenue.
The domestic economy
is forecast to slow to be-
low trend growth over the
coming year as uncertain-
ty fuelled by the deficit, the
end of the resources boom,
falling Aussie dollar and
the perceived rising cost
of living weighs on senti-
ment and spending behav-
iour. However, the indus-
try will still record solid
growth over time as value
conscious consumers seek
inexpensive treats in a re-
cessive economic climate.
Health and convenience
are predicted to continue
to be key drivers of growth
over the next few years.
Technology savvy and so-
Issues such as these com-
bined with rising health
consciousness and ethical
consumerism will present
compared to 34% of men,
and women generally pur-
chase family food).
The research also suggests
that committed organic
food consumers were tra-
ditionally well educated
with at least middle-level
incomes.
However, this study
showed many people who
now claim to consume or-
ganic food do not fit this
old pattern, which, the re-
searchers claim, suggests
that organic food con-
sumption has now become
more acceptable and more
widely understood by the
mainstream.
The fears posed by the in-
troduction of untested Ge-
netically Modified Organ-
isms (GMOs) into the food
chain is another powerful
reason to eat organic. Peo-
ple fear unforeseen nega-
tive health outcomes from
eating foods whose genetic
structure - dna - has been
altered.
cial media literate con-
sumers are also expected
to welcome trends towards
mobile and web based plat-
forms when ordering and
choosing fast food options
as a new development in
the fast food experience.

15. 15WAKKAS ORGANICS
BUILD YOUR
OWN MENU
The Wakkas Organics concept has built in inovations including the use of
online pad-based technology to enhance the casual dining experience.
“TAKE A STEP BACK
INTO THE FUTURE -
CREATE YOUR OWN
MENU AND ORDER
YOUR FOOD AT YOUR
TABLE ON AN IPAD”
Innovations in the restaurant experience.
For business confidentiality
reasons we won’t disclose the
full detail of our proposed in-
novations in the experience of
ordering food at a Wakkas Or-
ganics Restaurant here.
However let us just suggest
at this point that our ideas
around using online comput-
er networking technology
to enhance the dining expe-
rience is one of the exciting
points of difference we plan
to offer.
Our concepts will revolu-
tionise the interaction with
customers, expedite speedy
service, build customer loyal-
ty and a marketing database,
and make the whole expe-
rience of eating at Wakkas
Organics feel more contem-
porary “cutting edge”, per-
sonalised and entertaining.
We look forward to revealing
more detail of this aspect of
our business plan to you in
person if you find this intro-
duction inspiring and want to
find out more.
Customers will be able to
build “bespoke burgers”
using a wide range of or-
ganic ingredients, online
from their iPad powered
digital kiosk; these wil
then be served at their
tables.
Logging in with Your
Membership at an in-
house iPad will give you
benefits at any Wakkas
Organic Restaurants
across the world.
Your food preferences
and menus you have
“created” are stored.
Discounts for members.
Games for kids. Specials.
BESPOKE BURGERS
BECOME A MEMBER
WAKKAS ORGANICS
MEMBERSHIP
Introducing cutting edge innovations in the restaurant dining experience.

16. 16 WAKKAS ORGANICS
In tight economic times
high prices inevitably
deter potential new con-
sumers. We don’t plan
to directly compete on
price with established
fast food chains. With the
more limited supplies of
organically grown foods
available, it is inevitable
that our our prices will
be a little higher, but we
believe we can make this
price gap small enough
to actually be competi-
tive in the convenience
food market and in turn
create new demand for
organic food.
Surveys conducted in
2001 showed that 28
per cent of respondent
Australian consumers
were unwilling to pay a
price premium for or-
ganic products. A fur-
ther 21% were unsure if
they would be willing to
pay a premium (Sofres
T., 2001, The Organics
Market Briefing Paper,
unpublished report, in
The Australian Organ-
ic Industry: A Summa-
ry. Dept. of Agriculture,
Fisheries and Forestry) .
This same Government
funded survey found
that expanding sales be-
yond the pool of dedicat-
ed organic consumers
and reaching the gener-
al consumer ultimately
depends on a perceived
drop in prices. So price
is the key. Interesting-
ly however, this report
also quotes a represent-
ative of one prominent
supermarket chain, who
told the researchers that
from their industry expe-
rience ordinary consum-
ers are prepared to pay a
price premium of up to
15% for healthier organic
foods. So there is room
to move.
Because of our unique
position within the sup-
ply side of the organic
food industry, we aim to
place our products com-
fortably within that 15%
margin and capitalise on
the growing awareness
of the ordinary consum-
er that food quality and
diet make a real differ-
ence to health outcomes,
life expectancy and qual-
ity of life. Positive effects
on the environment are
a bonus. It is a market
just waiting to grow.
There has been a world-
wide trend towards
growth in organic food
consumption in the past
decade. Figures released
by the U.S. Organic Trade
Association show that, as
far back as 2006, organic
food sales in the US grew
20% to reach approxi-
mate figure of $17 billion
in consumer sales in that
year alone. (OTA Manu-
facturer Survey, 2006 and
2007) and strong growth
has continued since.
THE MARKET
In fact, several European
countries are struggling
to cope with consumer
demand for organically
produced food products.
This growth in consum-
er awareness world-
wide has created a real
gap in the market for
organic food franchises.
(OrganicMonitor.com).

17. 17WAKKAS ORGANICS
It is clear from our re-
search that in developed
economies worldwide,
consumers will tend to
dig deeper to pay for
certain highly regarded
niche products. Even
though they are deemed
expensive, consumers
have less resistance if
they are convinced that
they are buying a prod-
uct or service that will
be beneficial to their
well-being and personal
image in the long term.
Therefore, in western
countries right across
the world - including
USA, Europe, New Zea-
land, South Africa and
in some parts of South
America, - consumers
are willing to buy rela-
tively more expensive
organic food products
because their personal
health is so important to
them.
This opens up the po-
tential for a unique well
marketed organic food
brand to succeed be-
yond the local Australian
Certified Organic food franchises are
thus clearly a valuable new potential
niche within the franchise industry, and
one that is identified as a very profitable
one within developed countries, offering
strong potential for a global network.
Certified Organic Food is
a Global Growth Industry
market and have glob-
al impact. According to
a leading U.S. business
franchise survey, Fran-
chise Focus, the top food
trend in the last decade
has been, and will con-
tinue to be in the organ-
ic, or health and wellness
category.
More health conscious
and informed individuals
are creating demand for
businesses to provide
customers with safe,
clean, health conscious
food products. 63% of re-
spondents believed that
organic food and bever-
ages were more health-
ful than their traditional
counterparts.
The concept of ecologi-
cal sustainability which
is associated with organ-
ic farming adds to the
positive image and ‘feel
good’ appeal of organic
food. There is a clearly
identified opportunity
for earning enhanced
profits as a result of this
new worldwide trend in
health consciousness...

18. 18 WAKKAS ORGANICS
- “FAST CASUAL” -
Though the appetite for convenient, reasonably priced meals re-
mains strong, consumers have started to look for more sophisticat-
ed menu items in aesthetically appealing surrounds.
Fast casual restaurants
are a rapidly growing
segment of Australia’s
food market. They have ex-
panded by 30 per cent in the
past five years, compared
with 5 per cent for tradi-
tional fast-food outlets, ac-
cording to analysis by Euro-
monitor. The trend is being
driven by younger consumers
- research from Roy Morgan
showing three-quarters of
Nando’s diners are Genera-
tion Y, compared with half
for KFC. In the US, and market
research shows McDonald’s is
proving less popular with Mil-
lennials than its “fast casual”
cousins.
Marketing expert
and Gruen Trans-
fer panellist Dee
Madigan of Madigan Commu-
nications described the famil-
iar fast-food giants as legacy
brands struggling to future
proof their product.
We plan to place
ourselves in a
unique niche
that capitalises on the
strengths of these competing
approaches. We will serve sin-
gle-origin organic coffee with
our meals delivered to the ta-
ble on timber platters.
we will offer a menu
“ c u s t o m - d e -
signed” for the
over-25s crowd, in line with
the increasing popularity of
niche, city-style dining, en-
compassing a fresh urban
look and feel.
Diners will be sam-
pling fried chicken or
bespoke burgers and
swilling Aussie beers in edgy
surrounds, with timber-lined
windows and exposed ceil-
ing beams - a far cry from the
staple fast-food look: primary
colours, brightly lit, and ster-
ile.
We plan to capture
families, but with
a more “urbane”
feel that will encourage peo-
ple to maximise their social-
isation time in the restaurant.
Our contemporary
restaurant’s style
will build on a num-
ber of emerging food trends:
the love of cafe culture, a
departure from the sterility
of typical bland mass-mar-
ket food, a commitment to
healthier eating and ethically
sourced “fair trade” ingredi-
ents, and the rapid uptake of
technology.
NEW TRENDS IN FAST FOOD DINING

19. 19WAKKAS ORGANICS
Food can be conven-
ient, served with
maximum efficien-
cy and consistency of
quality, but should be
wholesome “real food”,
ditching artificial col-
ours, flavours and add-
ed MSG. But for the feel-
good experience why
not make it available in
appealing stylish sur-
roundings?
With our cus-
t o m i s a b l e
burger menu
dubbed “Design Your
Taste” : Customers will
be able to build bespoke
burgers using organ-
ic ingredients at an in-
house iPad. The excite-
ment comes when that
creative choice is then
served at their tables.
BUILDING AN AUSSIE ICON
All foods served in
Wakkas Organics Res-
taurants will be exclu-
sively “certified organ-
ic”. Certification is the
consumers guarantee
that the food they eat is
pure and toxin-free and
is grown in a sustainabe
way
We are certified by the
ACO (Australian Certi-
fied Organic) and will
work closely with this
organization to gain
certified organic status
for our restaurants.
Being certified means
keeping careful records
that food is sourced
from certified organ-
ic growers and that all
transport and storage is
carried out to certified
organic standards.
We are an Australian
owned company with a
mission to celebrate all
that is best about Aus-
tralian living.
Australia is the lucky
country with one of the
most a beautiful natural
landscapes in the world.
As a farming country we
enjoy the bounty of this
natural environment in
the wide variety of food
we grow.
Australiaisknownforits
informal sun-drenched
culture that is vibrant
and sophisticated, yet
unpretentious.
At Wakkas Organics we
will celebrate all the
best aspects of Austral-
ian culture.
Whenever possible we
will serve Australian
grown certified organic
food to support the Aus-
tralian certified organic
food industry and the or-
ganic farmers of Austral-
ia.
It will be inevitable that
imported foods will also
be used because of the
supply challenge facing
all organic food enter-
prises.
We will look after our
family at Wakkas Or-
ganics and will offer
employees a stake in our
success to build cama-
raderie and loyalty and
create good morale that
will underpin our high
service standards.

20. 20 WAKKAS ORGANICS
A UNIQUE FIT OUT
We are excited to announce that we have begun a collaboration with
renowned eco-visionary master wood carver Tonu Shane to introduce
another unique feature that will set our certified organic food restau-
rants apart from all competitors and provide a memorable ambience
that is a world first, while at the same time contributing to the welfare
of indigenous communities across the world.
Tonu Shane is one of
the most influential
and prolific sculp-
tors of his generation. Born in
New Zealand of Tongan, Rotu-
man and British heritage his
works honour the tradition
and styles of his Polynesian
forefathers, though his art has
a style that is contemporary
and distinctly his own. He has
perfected his skills over thirty
years and his incredible sculp-
ture collections continue to
inspire a sense of wonder in
the viewer; each unique piece
is an organic testament to the
hidden worlds and dimen-
sions within nature.
Tonu Shane has
achieved interna-
tional renown with
public art projects completed
in Britain, Hawaii, Australia,
in the Czech Republic, and
across the United States. He
has created over 300 large
scale Public Artworks, many
ranging up to 30 – 50 ft in

21. 21WAKKAS ORGANICS
Each Wakkas
Organics Restau-
rant will feature
unique custom
built sculptured
entrances, furni-
ture, and features,
carved by hand
from recycled tim-
ber by the indige-
nous apprentices
of world renowned
sculptor Tonu
Shane.
height, that are at once exqui-
sitely detailed and monolithic
in stature.
At the request of the
Minister of Justice
Ecuador, the Federal
Government of Australia and
other Pacific Regional Gov-
ernments Tonu’s skills and ex-
perience as Master Carver has
been called upon to design
and create programs in carv-
ing for disadvantaged groups
worldwide that support their
traditional culture and their
economic viability.
Tonu Shane currently
divides his time be-
tween Byron Bay in
Australia, California, and Ec-
uador. Continuing his life’s
work of education in envi-
ronmental issues, Shane has
been developing programs in
Ecuador in conjunction with
the Minister of Justice, teach-
ing prison inmates - many of
whom have been interned
for cutting down and selling
trees from the Amazon as a
livelihood - his unique skills
in wood carving, using only
salvaged and recycled timber.
Wakkas Organics is
proud to be able
to support Tonu
Shane’s eco-visionary indige-
nous welfare projects through
a collaboration which will see
each Wakkas Organics Res-
taurant fitted out with unique
custom made furniture and
decoritive features, carved by
Tonu Shane’s indigenous ap-
prentices from recycled tim-
bers This will include power-
ful sculptured entrances, wall
panels, furniture and even
bowls, cups and plates. Enter-
ing a Wakkas Organics fran-
chise will be unforgettable.

22. 22 WAKKAS ORGANICS
“Mr. Organics” - Ben Debs
A profile of the founder of Australian Organic Network and the Wakkas Organics certi-
fied Restaurant Chain concept.
A
lways an inno-
vator who thinks
outside the box,
and with a drive that
frequently finds him at-
tempting the supposed-
ly impossible, the CEO
of International Organic
Network, Ben Debs is a
highly motivated busi-
ness visonary who has
had a wealth of expe-
rience in every facet
of the certified organic
food industry.
H
e has a compre-
hensive under-
standing of the
complexities of the
organic food supply
chain, and also of the
organic certification
process, which is vitally
necessary to getting
the Wakkas Organics
concept approved by
the certication regula-
tors. This knowledge
and experience is
fundamental to making
this visonary business
idea a practical reality.
B
en initiated the
first certified or-
ganic food imports
into Australia, and was
instrumental in develop-
ing processes to import
certified organic food
into Tasmania, when it
was deemed in the in-
dustry to be too difficult
because of stringent
quarantine laws.
H
e has also worked
on solar and wind
energy projects
and was a former direc-
tor of East West Energy
during which time he
was proactive in grass
roots sustainability and
environmental projects.
B
en’s knowledge
of the certified or-
ganic food indus-
try has led to the es-
tablishment of Certified
Organic Solutions, a
professional consultan-
cy which advises and
supports farmers, retail-
ers, and manufactuers
in making the transition
from conventional to
“certified organic”. Un-
der this umbrella, Ben
and the team have re-
cently achieved an Aus-
tralian first in helping
Lismore City Council
through the certification
hurdles and achieve
certified organic status
for mulch and compost
produced from the
kerbside green waste
the Lismore Waste and
Recycling Centre.

23. 23WAKKAS ORGANICS
International Organic
Network
Ben Debs
Byron Bay
Organics
Lucy Jenkinson
Australian Organic
Network
Dr. Barry Ferrier
Sydney Organic
Trading Company
Is This YOU?
This is the company
vehicle for global trade
in highest quality inter-
nationally sourced bulk
and packaged certified
organic foods.
Founder & CEO. Ben is a
dynamic, highly motivated
business leader with in-
novative ideas and bound-
less energy. The Wakkas
Organics franchise is Ben’s
brainchild, supported by
his grasp of the organic
supply chain.
A dynamic Australian
owned certified organic
food supply company and
food ingredients special-
ist with a well established
network of certified organ-
ic farmers and suppliers.
Former Professor of Multi-
media at the Gold Coast’s
prestigious Bond Univer-
sity and successful com-
poser, actor, musician and
graphic designer, Barry
brings a vast experience in
design and media market-
ing to the team.
Boutique Australian certi-
fied organic food brand ac-
cessing exclusive supplies
of Australian grown food,
and processing & manu-
facturing value added cer-
tified organic food lines.
With a strong background
in marketing, Lucy is a
Director of Australian Or-
ganic Network and assists
Mr. Debs with business
administration and co-or-
dination of the network of
organic supply businesses.
Our Sydney boutique
certified organic food
distribution business
and warehouse, making
weekly deliveries across
the Sydney metropolitan
area.
We hope you are the spe-
cial person bringing your
unique take on our organic
fast food chain concept...
perhaps you are a restau-
ranteur, someone with
experience in franchised
restaurants and menu de-
sign or an ethical investor?
Our Organic Network
Our Team

24. 24 WAKKAS ORGANICS
Contact Ben Debs now for further information.
CONTACT INFO | 0455 038 551 | australianorganicnetwork@gmail.com | www.wakkas.com.au