Karoo Crown Beef Group Business Plan › Section 6 › Products, Services & Brand Architecture

6.1 Product Portfolio

Karoo Crown’s product portfolio is structured into four product
families, each serving distinct channel and consumer requirements. The
portfolio is intentionally narrower than commodity processors operate to
maintain brand integrity and quality-control intensity.

Karoo Crown Reserve — flagship premium chilled

The flagship product family — chilled, vacuum-packed primal cuts and
retail-ready portions from grass-finished, breed-selected,
traceability-verified animals. Sold primarily into EU/UK premium retail,
GCC fine-dining and Singapore/Hong Kong premium hospitality. Average
realised price at full ramp: ZAR 285/kg carcass-equivalent. Targets
approximately 35% of Group revenue at full ramp.

Karoo Crown Halal Select — GCC and global halal

Halal-certified chilled and frozen product, manufactured on the
dedicated halal slaughter line under JAKIM/HFCE-recognised supervision.
Sold predominantly into GCC retail (Carrefour, Lulu, Spinneys) and
high-end Middle Eastern foodservice. Average realised price: ZAR 245/kg
carcass-equivalent. Targets approximately 28% of Group revenue at full
ramp.

Karoo Crown Heritage — free-range grass-fed

Premium grass-finished SKUs targeting EU specialty channels, UK
premium online retailers (Donald Russell, Farmison & Co tier), and
the growing global natural/free-range/regenerative category. Average
realised price: ZAR 315/kg carcass-equivalent. Targets approximately 15%
of Group revenue at full ramp.

Karoo Crown Selecta — value-engineered premium

Value-engineered premium product family targeting premium domestic
retail (Woolworths, Checkers FreshX), South African upscale foodservice
and selected lower-tier GCC markets. The Selecta family provides
volume-absorbing capability to maintain plant utilisation. Average
realised price: ZAR 165/kg carcass-equivalent. Targets approximately 18%
of Group revenue at full ramp.

Remaining revenue (approximately 4-5%) is generated from by-products
— high-quality offal, hides for the leather industry, tallow for
food/feed/biofuel and pharmaceutical-grade by-products.

6.2 Brand Architecture

The brand architecture is a ‘branded house’ structure: the Karoo
Crown master brand carries strategic equity, with sub-brands serving
specific consumer segments. The architecture is designed to: (i)
leverage scale economies across marketing investment; (ii) protect the
master brand from any single product-line failure; and (iii) enable
disciplined extension into adjacent categories (lamb, game) in Phase II
without brand dilution.

6.3 Pricing Strategy

Realised prices vary by channel and product family. The table below
summarises planned pricing tiers in steady state:

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 Crown Beef Group (Pty) Ltd.