Karoo Rabbit Protein Business Plan › Section 8 › Marketing & Sales

Demand creation is as critical as supply. Rabbit is unfamiliar to
most South African consumers, so the go-to-market strategy combines
category education with channel-specific positioning, anchored by the
dual-brand architecture.

8.1 Channel Strategy

• Premium retail & deli — KarooLean™ fresh and
  value-added lines, supported by in-store education and provenance
  storytelling.
• Food-service — chefs and restaurants as
  taste-makers, building category credibility and trial.
• Mass retail — Pure Protein frozen formats
  positioned on affordability, leanness and versatility.
• Export — selected markets leveraging
  disease-free provenance, scaled from a low base as accreditation
  matures.

8.2 Demand Creation & Positioning

Marketing investment scales with revenue, weighted toward the early
years to seed the category. The narrative leads with health and
sustainability for KarooLean™ and with value and efficiency for Pure
Protein, while consistently reinforcing food-safety and disease-free
credentials. Recipe-led education, sampling and chef partnerships
address the unfamiliarity barrier directly, and traceability
(farm-to-fork) is marketed as a trust differentiator that incumbents in
shock-affected proteins cannot easily match.

8.3 Sales Ramp & Pricing Discipline

Sales volumes follow the production ramp, with the mix migrating
toward value-added and export to lift realisation. Pricing escalates at
a conservative 4.5% per year, deliberately below the medium-term
inflation assumption, so that volume and mix — not aggressive price
increases — drive revenue growth. This protects competitiveness against
the broader protein basket while still improving blended margin through
mix.

Confidential — this business plan is provided to prospective investors and lenders for evaluation purposes only and may not be reproduced or distributed without the written consent of Karoo Rabbit Protein (Pty) Ltd.