If you're a fan of exciting finishes, bad base running and bad defense, we got the game for you. This one is brought to you by DraftKings.  He's in the box now, no outs, runner on first, twins are down, a run, Soto, the closers, and he yanks two off the bat. Pitching coach is gonna come in and say, I don't know, man. I think you'd be better off throwing strikes. You got a great defense behind you. Just give him fastballs. You got it. You're good. We love you, and we support you all the time. The 2-0, another yanked, but that was a fastball. Catcher can't get it. Runner goes to second. At this point, first base is open. It's a 3-0 count. Geo or Shella's like, I'm not swinging. And he doesn't, and that's a fastball low. So now you got runners on first and second to get in the phone and say, we might need a new pitcher here soon. So now the Germans up. Kepler, lefty in the box. Can he move the runners over? He squares to bunt fastball. Umps says strike. He says, I think that was outside. He says, you were trying to bunt, so it's an automatic strike. He says, that's not a rule. He says, it's played by my rules. Next pitch, fastball, strike. He's going only fastballs and he strikes them out, only fastballs since the mound visit after yanking the two sliders. Umpire, this is the umpire that stabs people to death to call them out. Just shh, shh, shh, shh, slashed. You're done. Sinoza takes a deep breath. His thighs are the size of my body. Fastball outside, fastball down the middle. One and one is the count. And then he goes back to the little slide piece, gets the strike on the foul ball. Fastball outside, two and two. Ketcher says, you're good. You're good. Let's just make a pitch here. 99, low and away. Sino drives that to right, but is he gonna catch it on the run? No. Right off his glove. Now the runners had to hold up just in case he did catch that. So are they gonna score? Cause now they gotta bust it once he doesn't. They're round in third. He throws it in. They say, put on the brakes, son. But look what happened with the base runners here. So he put on the brakes cause he would have been dead. The ball's there. Gio Arcella starts taking off for third. And that might be the most perplexing thing. And at this point, like how come Gio is still running? Maybe he thinks, the only thing I can think, and I don't think this is correct is that, if this runner's dead to rights and they got him out in the rundown, Gio at least should make sure he's at third as well to make sure they have a runner at third with only one out. But that's pretty high level thinking. I think this is just a mistake. So the catcher has him hung up, but the third baseman is saying, no, throw it a second to get the out there. We're not gonna get him out, throw it a second to get the out there.   And now the tying runs gonna score. And the left fielder had moved in to follow the play. And now the go ahead run is gonna score. And Gio Arcella's base running wins him the game. It was awful when it wins him the game. I love that he slid, even though he didn't have to slide because there was no play. That's just called having fun playing ball. They celebrate. Grossman's like, okay, what happened? They're celebrating. So now he's dancing around, dancing around, dancing around, thighs huge. So it was like, what happened? I was, I don't understand anything that happened there. And then Chris Archer says, hey man, you to go. You want to go? I got you to just go. And so Noah says, yeah, I want that goat. I am the goat. Thank you for giving me this goat. Appreciate it. Now the Tigers are gonna start watching the replay and the dugout. And that's just something I don't advise at all. His replay is not good enough.  He claps. He rounds second and runs to third and he's trying to bait the throw. He's actually a strategy runners do a lot because he doesn't really matter. As long as Gio Arcella scores, it counts. So they try to tag him out, Candelario. And so it was like, nah, we already scored. We win, you lose. I put the ball in play and we were the ball and play champions and now we will celebrate. So there you go. That is a little bad base running, bad baseball, exciting finish. Sometimes the most exciting things are the wrong things because why the hell does Gio Arcella take off to third there? Third base coach can't believe it down here. Just waving. No, no, no.  But because Gio, the ball goes over to third baseman's head and Gio's this far already, he puts on the brakes and now he's gonna score. So it's like bad base running forced a bad throw which led to the winning run. Sometimes the sport of baseball makes zero sense and that is exactly why we love it. I wanna thank DraftKings for sponsoring this breakdown and thank everyone who saw it and immediately requested it because that is also awesome.


with all of these accounts just to make the worksheet work. That's just how the worksheet's gonna work. Don't worry about this side over here. That's gonna be when we adjust the information. First thing you're gonna probably say is well you know we have an income statement. Let's go look at the income statements. Support Accounting Instruction by clicking the link below giving you a free month membership to all of the content on our website broken out by category further broken out by course. Each course then organized in a logical reasonable fashion making it much more easy to find what you need than can be done on a YouTube page. We also include added resources such as Excel practice problems PDF files and more like QuickBooks backup files when applicable. So once again click the link below for a free month membership to our website and all the content on it. See if that's the right number and if we go over here and we go to the income statement we're gonna say no it's not the net income is 158.1. It's not the change in retained earnings or doesn't appear to be in this case and why would that be? Because there's more things happening in the retained earnings. What else could have happened? We could have paid dividends. We could have you know paid dividends on it. So obviously we did pay dividends on it but once again we're gonna have to break that out. We're gonna have to break that out later into multiple different numbers. So I'm gonna basically highlight this and say you know what that number is not right but before I start breaking that out let's find a home for all these numbers. Let's be in balance then let's go back and break that out into its components. So that's why I'm not gonna go to the income statement at this point except to verify the fact that that number is going to need more work to it. Alright but now we found a home for this one so I can say that's good. I'm gonna make this one green. Found a home for it. Alright for the rest of it I'm gonna just go from this side down. So remember we're gonna skip cash because that's gonna be the ending. We're gonna go to receivables next time. So we got this change in receivables and the question is where are we gonna put the change? Is it in the cash flows from operations, cash flows from investing, cash flows from financing and what you want to do is think about well is there an income statement account related to receivables and the way to think about that is well what's the most common journal entry we have with receivables we probably sell something on account therefore we debit receivables and we credit revenue. Revenue being an income statement account therefore this is something that's probably gonna go it is gonna go on the statement of operations because the statement of operations is the income statement on a cash flow basis. It's us adjusting net income to a cash flow basis. So the difference in retained earnings is going to be on the operating sections. Now we've got two different sections. We have adjustments to reconcile net income to net cash provided by operations and we've got changes in current asset and current liabilities. You're kind of just gonna have to know and start to feel where that goes. The accounts receivable is a current asset therefore it's gonna be here in the change to current assets. The next question is will it increase or decrease net income and we'll talk about that. You may want to first just have a cheat sheet with you to memorize the rule and then think through it. You don't really want to go into a test and have to think through the rule again even though it's a good practice to think through the rule because in a test taking situation it's really easy to get all tied up on it. So the general rule is gonna be this you can write it down it's gonna be increase I'm gonna put a negative and then decrease and what this means is that if accounts receivable went up then it's gonna bring our cash flow down. So our net income here is gonna go down if the accounts receivable went up. If however accounts receivable went down then AR is going to increase. So let's take a look at what we have and then we'll get into some detail on that. We're gonna say that accounts receivable went from 80,750 down to 771 that's going to be a decrease in accounts receivable therefore it's going to bring up the cash flow statement here. So it's actually we're gonna use our same formula we're always gonna say negative of this number means it's gonna be an increase meaning I'm gonna put the formula in here right now we're gonna say this equals the sum this is the total cash flow of all of these from the net income down to here and obviously what that does is it it brings up this number so that's what's gonna happen for all assets basically if accounts receivable went down or if the asset went down we're gonna add it or increase the cash flow. So now let's try to think through why that would be we're not gonna think through why it would be for all accounts but the same kind of logic for receivable will be applicable to all other accounts so if we think about the receivable account how does it go up or down well a receivable account goes up if we sell something on account where we're gonna debit accounts receivable credit sales so that's the transaction that happens when and we don't get any money for it and when does it go down that's when we collect cash and then we debit cash and credit the receivable so what that means is that if accounts receivable went down overall that second transaction happened more often than the first transaction meaning the second transaction we got cash on a cash basis we got more cash than we did have sales so you can kind of think as a net as a net hole we debited cash and we credited accounts receivable and on a cash basis we need to recognize the fact that we we got cash and therefore we should be recognizing the kind of like the revenue on the time period that we receive the cash so that's and the reverse would be the the other logic would be reversed if accounts receivable went up that means on a net basis we did more of the transaction of we debited making sales on account we debited accounts receivable and credited sales and therefore we have in net income we would have in that case in net income money that we have not yet received because we've received it on account we haven't got the money yet therefore if accounts receivable went up we're gonna have to bring it down we're gonna have to bring net income down by the change to get it to a cash basis because we haven't yet got that money so you can kind of think through that logic i know that i could get confusing but and on the test i would just have you know your little cheat sheet where you got the increase is going to bring bring it down and the decrease is going to bring it up where you can just kind of remind yourself on all assets all other assets will be the same so i'm going to highlight that and say we found a home for that inventory we're going to do the same type of analysis so i'm just going to write down the same basically thing here i'm just going to copy this down but then i'm going to make it for inventory and again i won't go through the logic again but it's the same rule for all assets basically increase is going to bring it down decrease bring it up we're going to use the negative formula to point to that 10 1 which will flip the sign and that will bring up the balance so inventory went from 257 down to 246 meaning we're going to have to add it back add back the difference to the cap to the net income for the cash flow statement all right i'm going to highlight that we found a home for that then we've got the prepaid expense we're going to have the same idea here so i'm going to copy that down that is also an asset so we're going to do the same same thing i'm going to put negative of that number it's going to flip the sign and once again an increase brings it down it decrease makes it go up and what happened it decreased therefore it brings up the balance going to highlight that we found a home for that we're now going to the equipment now when we think about the equipment account we've got to think well where is the equipment going to go is it going to go to the cash flows from operating cash flows from investing cash flows from financing and when we buy the equipment you can think about if we purchased more equipment like a new building or some or you know a new forklift then we do do we put anything on the income statement and the answer is no we debit the asset and we credit cash if we bought it for cash we do expense it over time called depreciation expense but when we buy the building itself not affecting the income statement therefore it's not going to be on the cash flows from operating which is basically the cash flow part of the the the income statement part of the cash flow statement therefore it's going to either be in investing or financing and a lot of people get this one kind of kind of mixed up it's actually going to go into the investing and i know when i was learning this i always thought well investing means stocks and bonds that's what investing means but when we think about the business investing means anything that we're putting into a long-term investment in order to help us generate revenue in the future so we are in this case investing in the equipment putting our money into the equipment so that it can help us generate revenue in the future so that is an investment in that sense so i know that can be a little confusing but that's where the equipment's going to go down here and if the equipment went up we're going to assume that we bought more equipment what happened well that change must be a result that we bought more equipment so we're going to make that assumption right now now i'm going to put this in here i'm going to put the difference of 62 to 50 and make the assumption that we bought that equipment with cash then i'm going to make it yellow just like we did up here because that might not be the case right we could have bought it for i mean it's very possible that if we bought equipment that we financed a large part of it and if that's the case then we didn't pay cash for it fully and we'll have to go back and break that out into a couple different numbers but let's find a home for all these numbers first and then go see if that's the case or not so we're going to put cash paid for the purchase of equipment because we're talking about the cash flow statement we're going to do the same thing we do all for all these numbers i'm going to put a negative and then point to that 62 to 50 and that'll flip the sign so it's going to be a decrease in this case it's going to decrease the cash flow and then i'm going to highlight this and say we found a home for that and once again i'm going to make this yellow because i'm going to i want to go back and check that i want to see okay did we pay cash for it what what was how did we buy that did we finance part of it it's very possible that we financed part of that okay let's take a look at the net then we have accumulated depreciation here now the accumulated depreciation if we think about that once again where does it go it's a good does it go in the cash flow from operating investing or financing and you might be thinking well it's related to the equipment why doesn't it go you know it should go into the investing over here but if you think of the other side again of the accumulated depreciation when do we uh journalize that account well the journal entry is always debit depreciation expense and credit accumulated depreciation and that expense the other side is an income statement account so that means if it if it's an income statement account it's going to be up here in the operating section so that's going to be part of the operating section and it's not going to be down here and changes in current liabilities it's going to be up top in this case and we just put it up top because this is kind of something that is on the income statement and we recognize the expense but of course there's no cash related to it so you know the cash either got paid when we purchased it or or whenever the financing terms are so we're just going to put it up here and put depreciation and we're going to say that that's going to be a negative of this 15 750 and there we have that and it's going to bring net income back up now if we think about that why would that happen well because when we uh expensed it it brought net income down so this number includes net income bringing it down however uh this depreciation expense has no nothing to do with cash therefore it needs to be backed out it needs to we need to increase the net income by the depreciation expense so we're going to go ahead and highlight that we found a home for the depreciation expense now we do want to verify that too on the income statement so i might want to highlight that here and say you know it's possible i want to check the income statement and make sure that the depreciation expense equals 15 750 is there a time when it wouldn't equal 16 750 yes there is what if we what if we sold equipment or had disposals of equipment so that we just we want to double check that number and see if any other things happen but we want to do that a little later time because we don't want to start you know messing all these numbers up and without uh first being in balance all right so now let's go to the payable we got the payable account here uh we think about the change in the payable account if we think about what the other account is related to the payable well oftentimes we would debit an expense and credit the payable uh or or debit inventory and credit the payable but then cost a good sold is related to that so that means that those are income statement accounts the expense and the cost of good sold therefore uh we want to put the change in the payable into the cash flows from operations it's going to be down here in the changes in current assets in current liabilities so we did the current assets now we're going to do the current liabilities this is the only current liability that we will be doing and uh note that it's going to be of course opposite from the assets so when we think about it we might want to just again have the cheat sheet rule these are all the assets that are doing this an increase is going to bring down the cash flow a decrease is going to bring it up so that means that the accounts payable is of course the opposite so that means that an increase is going to increase and a decrease is going to decrease and again you really want to have kind of a cheat sheet a crutch on on a test or something because you could get totally backwards on when you start thinking about these but it is good practice as well to think about this because if you can understand this then you're really kind of understanding the accrual process so the accounts payable why would that be why would it be that um if if the accounts payable is going up then we're going to increase the net income well the two journal entries that happen to accounts payable when we think about accounts payable we're gonna you know uh we bought something on account which means we debit expense and credit accounts payable making accounts payable go up and the other thing that happens is we pay it off we pay off the accounts payable by paying cash crediting cash and debiting accounts payable so if accounts payable went up then we can say that on on a whole on net then we purchased more things on account then we paid off on account meaning we debited the expense and we credited accounts payable more often than than the other side so as a whole we can think of it the change as a whole is that we basically debited an expense or something and then we credited accounts payable so we expensed something that we didn't pay for in in that sense and therefore we're recording an expense that needs to be backed out so we have an expense that brought down this number


Welcome to Pro Nails and welcome to our Be Ready launch events. We are thrilled to share our novelties with you from our international headquarters here in Belgium. This is where we welcome nail professionals like you from all over the world. Situated in the heart of Europe, we are the hub of new innovative ideas with our own development lab and in-house production. And we've been doing this for more than 40 years.  Our dedicated quality team meticulously oversees the production process and carefully inspects all the ingredients that we use. A very important aspect at Pro Nails is our dedication to education. We are dedicated to teaching passionate individuals like you how to become professional nail technicians and successful entrepreneurs, to excel in your craft and to pursue your dreams. As each season, we can't wait to share with you our new autumn-winter colors and stunning nail images. This season, however, we have something truly special in store for you. Let's go inside. Over the past 40 years, the nail industry has witnessed numerous evolutions and innovations. Take, for example, the transition from acrylics to gel, from UV gels to lead gels, and from nail polish to longwear. Also the rise of the semi-permanent gel polishes brought new clients to the salon. However, despite these advancements, nail styling continues to be a labor-intensive profession, making it challenging for nail professionals to maintain a profitable business. But at Pro Nails, we are passionate about turning that around. We have always been aware of the immediate impact that time savings can have on your profitability, and that's why we constantly prioritize this in every innovation that we develop. This time, we have taken a radical turn. Never before have our innovations been so rapid and never before has a gel system delivered such significant time savings, directly translating into increased revenue for your salon. Nowadays, nail professionals reflect on their businesses more and more, re-evaluating their work methods and considering the necessary steps to invest in their future success. Today, these professionals are seeking easier and faster solutions to allow them to provide shorter services without compromising on the quality of their work. And also, the customer landscape has undergone significant changes. Women of all ages and backgrounds, whether they have prior experience with nail services or not, have developed a newfound love for clean, classy and natural-looking nails. This goes beyond timeless nude colors. It involves meticulously trimmed cuticles and very thin, natural-looking nails. The goal is to create an illusion of completely natural nails as if they were not artificially constructed by you. The introduction of the BFLEX gels a year and a half ago opens up a whole new customer base for you. It meets the needs of clients with these short, natural nails who have never set foot in a nail salon, but who are searching for that perfect nude look. This all-in-one builder in a bottle is fast and easy to use. And it's the perfect product to attract this new type of clients. These clients don't want gel. They want their nails to be flexible, yet reinforced. And that's why the BFLEX comes in a bottle. It's familiar to this type of clients who are used to seeing nail polishes and gel polishes in a bottle. BFLEX is also an excellent product to introduce to your semi-permanent clients, like SoPolish. It will not only make them more loyal returning clients, but it will also allow you to charge a higher service price because after all, you are offering them a service that lasts longer. The one thing that we cannot do with BFLEX is to extend the nails. So this product is not for your regular gel clients. This is why we introduced BSTRONG as the next phase of our B system. BSTRONG provides all the benefits of BFLEX with the added advantage of quick extensions. This truly unique product has no equal. Time is important for your profit, but it's equally important for your clients.  No one. I'm sure you've noticed the increasing presence of artificial intelligence in our lives during this past year. It's clear that if we don't adapt our thinking and the way we do things, we'll find ourselves unprepared for the future. Even our industry is not immune to this phenomenon. New technologies will inevitably replace older ones. Just think about the replacement of UV lamps by LED lamps. The difference today compared to 10 years ago is that technology involves at a much faster pace. And we adapt to these changes more quickly. What used to take us years to adapt to now takes only months or even weeks. Personally, I've changed my own way of working this year and I'm sure I'll continue to do much more changes in the new future. Today, I'm incredibly excited that we are launching the third phase of the innovative B system. Get ready to dive into the future. We are about to revolutionize the world of professional nail styling for good. Today is a day that will go down in nail history as a turning point for your success as a business owner. Whether you're a newcomer or an experienced nail technician with a jam-packed schedule, today marks the beginning of your path to success. Your path to success. That's where we at Pro Nails love to guide you. And as our product development director just mentioned, the future is catching up with us. Never before have we witnessed so many evolutions happening in such a short period. Never before has it been so rapid. And sometimes, that can be overwhelming. And we understand that all too well. The gel innovation of this year is undoubtedly the B Gel system, the boost your business system that can elevate your future, your success, to the highest level. And you don't have to walk this path alone. We're here to guide you personally and with a lot of expertise. The B Gel system is the system of the future. The ultimate gel system if you really want to get everything out of your salon. Just as AI, artificial intelligence, is currently performing tasks and functions that previously required human intelligence. The B Gel system does the same for the nail art of the future. The B Gels do the work for you. All you need to do is prepare the nail plate. As soon as you open a bottle of B Gel. The B Gels take over. Let me explain briefly how it works. The boost your business gel system, or simply the B system, is an all-in-one gel system that allows you to work ultra-fast and exceptionally efficiently, while also delivering the most natural result to your clients. With the B system, you can work twice as fast. Now, before we delve into the details of how that's possible, let's show it to you. Come along. Hello, Anka. Hello, Olivia. Hi there. Anka works here at Pro Nails and also manages her own nail salon. Absolutely. In my salon, I exclusively work with the B Gels, which allows me to work faster, better, and earn more, as I can accommodate more clients. Fantastic. Now, what are we going to do? We're both ready, and Olivia has nothing on her nails right now. So, Anka, during this online live event, you'll be creating a completely new set using one of the B Gels on Olivia. Great. I'll be using the B Strong to create a set for Olivia, since she has long nails and wants to maintain them, right? Yes, perfect. I've set up a timer here because, of course, we're going to time the speed. And then, I'll continue explaining the exact details of the B system. All right, Anka, are you ready? I will begin with a manicure, a combined manicure where I will use both the Vision Pro 1000 and trim the cuticles. Then let's start in three, two, one, go. There you go. I'll let you continue, and we'll check back in later. In the meantime, we'll keep the timer visible on screen, so that you can also follow along. See you shortly. So, the B Gel system allows you to work super fast. How is that possible? Well, it features all-in-one gels, combining all steps, base, extension, building, color, and gloss, into one. You apply the gels using a simple drop technique, the gel-self levels, and when it comes out of the lamp, it shines like a gloss. It cures in just 30 seconds in the Pronail Smart Light. And you don't need to file any more. This allows you to work twice as fast, saving you a tremendous amount of time. It's up to you to decide how to use that time, either more free time for yourself, or fill it with extra clients, doubling your earnings without working extra hours. Of course, you might be looking for new clients right now, struggling to fill your schedule. Well, know that with the B system. You offer a service that's immensely popular right now, attracting clients who might not currently have or want gel nails, but are seeking a natural nail-strengthening option, or as it's commonly known, a natural nail treatment, or be-up. You can use your gel in a bottle, although no client realizes this is gel, right? Pronail's B gels will act as a magnet to attract new clients to you. Now let's see what the time savings with the B system mean for a new set with extensions using forms. Normally, this could take a nail stylist one and a half to two hours. With the B gels, you work twice as fast. Four steps, all done simultaneously. And thanks to the self-leveling drop technique, the gel works for you. No filing needed. Everything cures in just 30 seconds soft, and the nails shine naturally, no gloss required. With the B gel system, you can complete this new set in 45 minutes. Depending on your current pace, that's a time saving of 45 minutes per client, which is significant. For a refill, the time isn't as long. With a regular gel system, a client is out the door in about an hour and 15 minutes. 75 minutes with the B gels, you can cut that in half, completing the task in just 38 minutes. It's another time saving of 38 minutes per client. If you currently do a jewelry fill in an hour with the B system, you can still cut it in half to 30 minutes. After a little practice, you'll become really efficient with it. Having your time means twice as many clients in the same time frame. But let's start modestly and aim for just two extra clients per day. If we charge them 50 euros each, that's an extra 100 euros per day. Taking 20 days a month brings in an additional 2,000 euros in revenue each month. And on a yearly basis, that's an extra 24,000 euros income extra, just by riding the wave of this new evolution. But let's take a closer look at the B gel system now. What does this system entail, concretely? Well, within the B system, there are two types of gels, B-flex and B-strong, designed for two different types of clients. B-flex, an all-in-one gel for short, natural nails. Perfect for clients who aren't asking for gels specifically but want a natural look with reinforced nails. Read on every three to four weeks. Often, it's the clients seeking a semi-permanent, natural look. And now you can cater to them every few weeks with the most natural gel even though it might not feel like gel to them. It allows them to achieve perfect nails in the long run. B-flex is ideal for natural short nails and it doesn't extend the length. B-flex comes in 12 different shades, suitable for every skin tone. It also has a transparent, clear version. Perfect for winter color application. Note that you can also use B-flex on toenails for a natural, classy and well-groomed look. For your true gel clients or those who want longer nails with or without extensions. We introduce B-strong. B-strong is also an all-in-one gel, as strong as the hard-builder gels. Suitable for extensions. B-strong comes in five shades, allowing you to camouflage every type of nail. With two of these shades, you can quickly and easily create the perfect baby boomer style. There's also a transparent version if your client wants a color. By the way, you can perfectly use the B-flex gels as combined new tones and gloss on top of the B-strong gels. Additionally, these B-gels are 100% vegan and completely acid-free and that last point is not to be underestimated. Acid and gel not only has an odor, but it's also detrimental to the nails in the long run. Acid creates tiny holes in the nail plate, making the gel adhere more tightly and making it harder to remove later on. However, not all nails require acid for proper adhesion. Acid-free primer is only necessary for very oily nails. On 90% of your clients, you can use the Acid-free primer. So if you want to work safely, but most importantly, twice as fast in the most efficient way possible and deliver the most natural result, B-flex and B-strong are your go-to choices. And as Birchit mentioned earlier, during this digital event, you'll discover the innovation of the year for nail professionals. Well, the moment has come after a lengthy process of research and development. The B-gel system is now expanding with a brand new product, the addition that completes the B-gel system and allows you to get the most out of it. And when you're ready, Birchit will now share with you the innovation of the year, exclusively to you. Let's go. Here we are at the Proneels Research and Development Lab. Come, let's have a look inside. This is where we've been working for four years on creating the B-system. We started literally from a blank slate, with a goal of developing a gel line that is twice as fast as our existing self-leveling legels. And without compromising on the quality of the result or the adhesion of the gel on the nail. A product range that would increase your profit and improve your work-life balance. And we did it. We created the fastest gel that exists. So then what could possibly still be missing? Color. Of course, we want color too. Now close your eyes and imagine what an ideal color would mean to you. How would you describe it? A color that covers perfectly. A color that cures completely. A color that applies easily, without cloudy spots or stains. A color that you can apply to five fingers in one go. A color that does not retract at the cuticles or the free edge. A color that cures fast. And a color that doesn't discolor. Of course, this is what you should expect from any color. Our gelac and sapolish colors already do all of this. So we were determined to go even further. Just like all the gels in the B system, we wanted to develop a color that's on a much higher level, surpassing all other colors. Well, here is the color of your dreams. The B color. A color gel in a bottle that provides full coverage in just one layer and leaves no sticky residue. Yes, you heard it right. You apply only one layer, cure it and you're done. This color is hyperpigmented, containing twice as much pigments as any other color gel. It also has a fantastic new brush that opens as a fan to spread the color evenly and it allows a very precise application of the color very close to the cuticles. No hassle with cleaning your brush afterwards, you just simply put it back in the bottle. That's it. Can you imagine applying a color in only one layer to five fingers at the same time with no retraction on the nails, no clouds, no stripe, one single cure and no need to wipe it off? In short, it's super time saving. Who would have dared to dream this? The B color coverage in one layer has also two big advantages. You can use less products because you only need to apply one coat, so you can use the bottle basically on twice as many clients compared to any regular gel color. And more importantly, you work twice as fast. How much time do you save? Well, that's easy. Just think about how long it takes you to apply your color today and now divide that by two. There you go. That's the amount of time that you will save on each and every client. If it normally takes you, let's say, 10 minutes to apply and cure two layers of color, then you can do this in five minutes from now on. Imagine saving five minutes on each client using B color. At the end of the day, that's already 40 minutes. Just enough time to do an extra B-many and to earn an additional 50 euros or more. And what do you know? Your B color bottle is already more than paid back from day one. For the top coat, you simply apply a thin layer of your B flex or B strong clear, which cures in 30 seconds soft in the smart light. As B color doesn't leave a sticky layer, the top coat applies on very smoothly and you don't have to worry about contaminating your B flex or your B strong bottle with any color residue inside. B color really completes the B system product range. A 100% vegan gel system, free of acids, self-leveling, requiring fewer steps with no need for filing and now using the most pigmented color on the market. In short, it's the fastest, most profitable gel service that exists. I'm absolutely positive that B color will become the color of your dreams. It's crystal clear. Dreams can become reality. In the meantime, Anka is working on her B gel set on Olivia. So Anka, how's it going? Very well. I'm almost done with the combined manicure, and the majority of my work is behind me because now it's time for the B strong gel to do the work for me. I've already applied a base layer to protect the natural nail for the upcoming refill. And now we're ready for the slip and drop technique. Meanwhile, I can do the same on the other hand, and that way, I'll be done quite quickly with this beautiful natural look. The slip layer guides our drop and results in the perfectly shaped nail. Quick cure in the smart light, and it only takes 30 seconds. Ahead of the game, by drawing inspiration from the latest fashion and beauty trends, to create our new professional nail colors. Your selling clients are seeking nail trends that are aligned perfectly with what inspires them on Instagram, TikTok, Pinterest, and what they see in store windows and fashion magazines. Interaction is our compass to the world. And this upcoming season, two vital teams are at the forefront. Our relationship with nature as humans, and our interaction with technology, especially how it's rapidly reshaping our future. Pronails understand the needs of nail professionals. And alongside the B system, the ultimate solution for boosting your beauty business, we're introducing two brand new collections this winter that impeccably capture these current trends. First, we present the Haute-Nature Collection. This fantastic fusion of Haute-Couture and nature seamlessly blends the best of both worlds. Nature is inspiring us like never before. We're more away than ever of its vulnerability, its significance for our planet and ourselves. And with over 50% of people living in densely populated cities, nature becomes a luxury we all yearn for. This is why the latest fashion and beauty trends draw from nature as an endless source of inspiration. Focusing on natural and sustainable materials, colors and effects, this trend offers a rustic earthy allure perfect for autumn and winter. But make no mistake, nature also holds spectacular visual effects that bring about the necessary glamour and magic to beauty. Haute-Nature enhances your natural beauty and adds a touch of luxury, its couture for your nails inspired by the magnificence of nature. Expect a range of warm earthy tones combined with rich, vibrant jewel hues that evoke an exotic and luxurious natural beauty vibe. These colors will be available in four professional salon systems this season. Jellak, color gel, so polished semi-permanent, long-wear nail polish and now in bee color, the fastest and most covering color gel in a bottle that completes the bee system. Kicking off the collection is Miss Moss. Haute-Couture takes you into a stylish green world and this warm moss green is the perfect match for an elegant, neutral yet natural look that beautifully complements any outfit. With cozy corn on your nails, you'll brighten up even the gloomiest autumn days. It's a warm, organic yellow with a gentle mustard undertone, making you feel the warmth of the sun whenever you need it. If you're after a fashion statement, then go for the stunning metallic dark turquoise dragonfly dazzle or the bold and lively Batic Chic. Dragonfly dazzle is a metallic turquoise with a glimmering iridescent effect that adds instant glamour and sophistication to your look. This color reflects the splendor of a colorful dragonfly with its green-blue metallic shimmering wings that capture the sunlight. Batic Chic, on the other hand, is a true statement color. An intense fuchsia shade with a hint of violet and a daring, vibrant nail tone inspired by the rich colors of ethnic Batic fabrics colored with natural pigments. The terracotta shade Clay-Mazing adds warmth and coziness to any outfit. Clay is a key ingredient from nature for the wellness industry to rejuvenate your body and mind. For a timeless look that never goes out of style, soil sister in red earthy brown is the perfect choice. Beautiful chestnut reddish brown and your ultimate fall hue, it's a deep rich earthy nail color that effortlessly pairs with other earthy tones like moss green, beige or orange brown. And if you prefer to stick with red, go for the fiery wild at heart or a sensual raspberry red like one in love, two shades enriching the odd-natured color palette with the perfect shades of red for this season. Wild at heart, introducing the boldest and most intense red ever, that's Wild at Heart B-Color. With this fierce, vibrant red, you'll take a walk on the wild side, ready for anything the urban jungle might throw at you. And when in love, when you paint your nails with this alluring raspberry red, you can translate your love for nature into a radiant manicure. New is also this creamy paint nail art palette, which includes a nail art brush and which you can combine with the new ombre sponges. You can achieve a professional ombre look effortlessly with the ombre sponge and the new creamy paint palette. With its five trendy yet timeless shades, this palette is perfect for creating warm and stunning autumn designs. Whether you're a beginner or a pro, you'll create beautiful ombre looks in no time. Or you can use it for hand-painted nail art looks. And you can add some glitter for an extra touch of glamour. The gel's creamy consistency prevents it from running into the cuticles, ensuring a flawless look every time. Also new is the Flash Diamonds topcoat and these iridescent silver snowflake stickers. You can also get inspired by our top nail artists with new beauty looks that show how to combine and apply the new colors and nail art with our get the looks, like this Aboriginal art look. Indigenous cultures often have a closer connection to nature than we do and this nail art inspired by Aboriginal art combines the oatmeal to your earthy tones, clay, mazing and soil sister with patterns of white dots. You can use the laser gel white for the dots and you can apply it with the diamond deco tool. Make sure to discover the full video on our website and give it a try yourself. These are the six new bee colors from the oatmeal collection, each one stunning. They come in an exclusive bee gel system oatmeal collection box, along with beefax clear and a bee flex straw. This allows you to apply a nail strengthening using the bee system, combining oatmeal bee color with either bee flex for strengthening or be strong clear for nail extension. The oatmeal soap polish colors also come in an exclusive collection box, this time alongside the three essential soap polish base products, soap polish cleanse, soap polish structure base and soap polish shine. The oatmeal colors are also available of course in our popular gel quality, the favorite color gels to combine with the pronials original gels. We present them in an exclusive gel like oatmeal collection box, along with three absolute essentials for the from the original gel range, flexi base, hard builder, milky pink and sapphire gloss. Applying some nourishing Vitamina cuticle oil right now. Olivia now has a stunning set of bee strong nails in less than 40 minutes. I've used the slip and drop technique to build the gel, didn't need to file and also skipped the gloss step. Olivia chose bee strong honest, resulting in a beautiful natural outcome. So I'm super thrilled. And I am too because it was incredibly fast for me as well. I think it's time now to discover the new trends for this summer. 2023 is the year of AI. We've barely scratched the surface, but this technology will revolutionize all our lives and at an unprecedented pace. AI aids us in pushing boundaries and venturing beyond the unknown. So are you prepared? Are you ready? Ready to go further than you imagined, ready to offer a superior, more natural nail service in your salon, working faster, earning more and ultimately achieving a work life balance better than your wildest dreams. Ready to create nail looks so perfect and natural that they're almost unreal progress comes only when we embrace the latest technology and innovations. Even fashion and beauty trends are significantly influenced by artificial intelligence. The new AI tools revealed us designs, looks, color combinations that were once unthinkable. We are no longer confined by our physical world, as anything becomes possible in this digital parallel universe. And this season, we're introducing a trend that pushes the boundaries even further. With the Beyond Beauty collection, we're transcending traditional beauty norms. We go beyond them. Think metallics, iridescence, shades, holographic finishings and glitter. A perfect blend for creating a stunning cosmic glam look. This trend is perfect for those seeking something special, making a statement not only in the digital realm, but also in their everyday lives. Escape to another world by preparing yourself for a night out. Explore the night. The Beyond Beauty colors palette mirrors the cosmos itself with deep blues, purples and blacks combined with silver, gold and copper metallic finishes.  Your nails will steal the show. Perfect for a dazzling evening out. The biggest nail art trend of this season, well, we've asked our AI assistant, ChadGPT, and they said cosmic party nails will be a hit. So combine these space-inspired colors with the new flash diamond topcoat, brimming with holographic reflective glitters, or opt for a futuristic chrome look with the new liquid aurora, chrome powder in a bottle. And with Beyond Beauty, we've gone above and beyond, bringing these colors to all our four professional qualities. Gel-like color gel, soapolish semi-permanent, long-wear nail polish, and now, B, color, the most innovative professional nail color on the market. Even an AI couldn't come up with a better nail color. Beyond Beauty comprises six new colors, each one out of this world. With Cosmic Glam, we've encapsulated this cosmic nail trend in one single color, an infinitely deep purple. Futuristic and fabulous, a galactic dose of glamour indeed. And because there's never enough glitter beyond the everyday and normal, we proudly introduce glitter galore, a copper-colored glitter for those craving an extra dose of sparkle. We believe glitter is fantastic for every occasion, isn't it? Even in abundance, or especially in abundance. Are you aiming for an explosively captivating look? Then go for red raven. This raven black shade with fiery red glitters is an ultimate choice for those who adore a touch of extravagance. Perfect for a night out, it's a statement piece in itself. Prefer a touch of heavenly enchantment, then go for scent from above. This is the shade for you, a color descended from the heavens for angelic beings. This angelic, delicate, soft pink hue is delightfully light, a great choice for those seeking a more delicate look. Divinity exudes glamorous goddess vibes. This rich ivory hue is adorned with a delicate layer of gold dust, making it a shade for those who desire a subtle yet glamorous look. It's a stylish choice, both day and night, adding a touch of divine elegance to every outfit. And with smoky steel, you're going for a striking shade of blue. This smoky steel blue provides a chic, refined look, subtle enough to pair with your office outfit, but also the right hue for a silver party dress. This cool blue shade pairs heavenly well with silver metallics. In addition to the Flash Diamond's top coat, we bring another super handy nail art through, perfect for the cosmic nail trend. It's called Liquid Aurora. This chroma powder in a bottle is so much more convenient to apply and no more messing around with powders that end up everywhere and nowhere, because it's liquid. What's more, it gives a beautiful aurora effect both on the light and dark beyond-beauty shades. And to these magical beyond-beauty shades also fit these new nail stickers, with dark roses motifs in light and dark, or frozen florals in dark blue and ivory. These winter floral motifs are perfect for a Halloween Manny or a festive winter nail look. So these are, once again, the six new beyond-beauty bee colors, highly pigmented shades that you apply faster than ever in one single coat with perfection, something no AI could ever replicate. These beyond-beauty bee colors will also come in an exclusive bee shell system beyond-beauty collection box, along with a B-Flex Clear and a B-Flex Strong. Please note, you'll have to wait a bit for these colors. They will be available starting from October 6th. On October 6th, the beyond-beauty supolish colors will also be available in this exclusive collection box together with the three essential supolish-based products, the supolish cleanse, the supolish structure base, and the supolish shine. And of course, the beyond-beauty Gella colors must not be missing. This collection box will also be available on October 6th and will include three of our most popular original gels, the Flexi Base, the Milky Pink Heart Builder, and the Sapphire Gloss. For the new longwear colors, a new floor display card will be available, and we will also introduce a collection display pack. With a wooden base, two collection display cards, the longwear start and finish, all the longwear new colors, the color sticks, and stickers with the color names on them. These brand new collection displays will certainly be appealing in your salon this winter. And to adorn your salon with the latest trends and innovations, we're bringing these three exquisite posters. And you can choose from these beautiful new banners as well. Beyond beautiful indeed. Choice, go to the trips, peace is mine, brick to bricks, monkey's time, half a days, we are here then, we kind of think about, kind of think about. This B-Many is fully ready. Your client will have the most beautiful nails. And of course, this is something that she wants to cherish. She can do this by taking care of our hands and cuticles at home. And the great thing is that during their next visit to the salon, you will have less work preparing their cuticles. This season, we were launching two new products that are perfect for this. The first product that we are launching is because of the high demand that we cut from our customers, you, of course. Since the great success of our pro nails foot socks, we are delighted to introduce you our brand new, new anti-aging hand spa masks. This high performance mask with creamy texture, like pink hue, and our beloved pro nails by Ginger Sand contains only the best ingredients. Vitamin E in the formula will protect your skin against free radicals. And even though we're heading into winter, UV rays and our air pollution is still affecting our skin. The beta-glucin in the formula also forms a barrier on the skin to improve immune capacity and helps against inflammation. Urea and glycerin will strengthen the skin barrier and maintain the skin's moisture balance. But there is more. What's particularly special about these hand masks is the addition of hyaluronic acid. It will provide an extra boost of moisture, and it will stimulate collagen production. Thus, it will combat the first signs of anti-aging. After all, we prefer to keep our hands wrinkle-free, don't we? In short, this is the perfect product for taking care of your hands and cuticles at home and extending the perfection of every B-meni. I'll leave for a me time moment at home and but certainly in the salon too. During a manicure treatment, you can cut off the fingertips of the masks and take care for the nails while providing extra nourishment to the skin of the hands. But sitting still without being able to use your tablet or your smartphone is a challenge for many people. But don't worry, these masks are touchscreen proof. Your customer can still operate a smartphone or tablet during the pampering moment. And just like the foot socks, this mask is available in a box of 10 pieces. This box is also very easy to convert into a display, so it presents perfectly on your counter. I ideal for impulse purchases throughout the year. And don't forget to put your foot masks on the counter as well because those feet also deserve that extra me time moment this winter. You'll see in no time this mask will be sold out. The second product that we are introducing today is our end of year gift, a little present to thank your customers for their trust of the past year. And even if I say so myself, it's truly a gem this year. With great pleasure, we present to you our beauty boost cuticle and body oil. A cuticle oil with anti-age and power that not only looks fun and festive, but also contains over 96% natural ingredients. This luxurious blend of natural oils, including almond oil, yoyoba oil and coconut oil also contains two powerful antioxidants. This oil does more than just moisturize and nourish. It combats the signs of aging. It protects your skin against the free radicals, it stimulates collagen production and it reduces hyperpigmentation. It's a dry oil which absorbs super quickly and leaves no greasy feeling. This oil beautifully scented with our white ginger flour will also leave a subtle golden shimmer and a beautiful warm glow on your skin. And that's not all. This product contains a very unique ingredient, extracted from the berries of the monk's pepper, which contain plant-based beta endorphins. This naturally occurring happiness hormone will have a positive effect on your customer's mood through the nervous system in the skin. Finish off your wonderful bee money with this oil and gift it to your customer. This way you will ensure that she continues to experience this intense happy feeling that she has during her manicure. This product is really easy to apply with a gloss roller applicator. You can apply it to your cuticles, you can highlight your cheekbones, or even your decollete to give it more pop. The options are endless. The bottle comes in one of these fun miniature beauty salon houses. Every house has a little card for a nice personal message. Place them on your counter, hang them on a light garland or create your own pro-ness winter village. Let your creativity run free to make your salon ready for the Christmas festivities. And be sure not to forget all these nice little pro-ness Christmas gifts among them, because the search for great presents starts earlier and earlier each year. And now we're going to apply a color. Let's restart the timer, since we just stopped it after creating a beautiful, natural set would be strong. Anka literally took half the time you usually need for a gel set. That means you can now handle twice as many customers and earn twice as much. But even if you only add two extra customers in a day, you could earn an impressive 2,000 euros extra per month. This is the future. This is your future.  We want to guide you. We want to support you and work together with you to make your salon more successful than ever. That's why with the purchase of the new B-Color collection box, which includes a bottle of B-Flex Clear and B-Strong Clear, you will receive a two-day training completely free of charge. In this two-day boost your business training, our experienced trainers will teach you how to work faster and more efficiently, all with the B-System. I've finished with the B-Color. I applied only one layer of it. And I'm finishing now with the B-Strong Clear as gloss. Then you cure the nails in the lamp at 30 seconds soft. And finally, you remove the sticky layer. And voila, we're completely done with our B-Money. Wow, absolutely beautiful. We're done. Olivia, what do you think? Such an intensely beautiful color and so natural. It's gorgeous, beautiful. Absolutely. Your future is what motivates us. Breathtaking nail services with a grand B. That's what you'll be able to offer your clients this season. Breathtakingly beautiful and breathtakingly profitable. That's what awaits you. Never before have you been able to work so fast, so efficiently and so naturally with a gel system. And it's not just your salon. In other words, your business that will thank you. Also, your clients will be amazed by the speed and the quality of work that you provide. We are ready for the future. And we're excited to take you on this brand new nail adventure. Thank you for being with us today. I wish you all the best of luck and look forward to seeing you very soon.


Hello, good afternoon everyone, and welcome to today's webinar Express, which is Marketing and Sustainable Food Business, Mackies of Scotland with Karine Hayhow. If you're a university student watching today's webinar, you may want to sign up to CIM's Marketing Club. It'll keep you up to date with the latest trends, innovations and concepts in the marketing industry. All you need to do is take a photograph of the QR code you can see on screen and it will take you straight to the sign up page where you can fill out the form to receive regular updates. I'd now like to hand you over to Karine Hayhow, Marketing Director of Mackies of Scotland, who is our guest speaker today. Over to you, Karine. Thank you, Judith, and thank you for the invitation to speak today at lunchtime about Mackies of Scotland. I'll begin with a quick introduction about Mackies and our products, and then I'll talk about our sustainable activities. I'll cover some of detail on the commercial benefits of renewable energy alongside the marketing or branding connected to the way we make ice cream. Then we should have time for some questions at the end. So we're a family business. We have 90 staff here on the Aberdeenshire farm. Mackies have been farming here since 1912, and the current generation in charge are my brother Mack, who is the managing director, and sister Kirsten, who is the development director. The first of the next generation, my son Angus, has just joined us, shown there with the dog, in a marketing role so that we are now a fifth generation family business, making real dairy ice cream from sky to scoop here on the farm in Aberdeenshire. Sky to scoop, I'll just explain, is how we describe how Mackies make ice cream because we begin with the sky. As the wind and the sun help provide us with the power from the turbines and the solar panels to run the ice cream dairy with renewable energy. And then again from the sky, the sun and the rain help us to grow the crops to feed the cows who produce the fresh milk and cream, which we need to make real dairy ice cream for people to scoop and enjoy. So that's our sky to scoop process, and that's reflected in the way that we're vertically integrated and it's our culture to try and make everything that we can ourselves here on the farm. So that includes the fresh milk and cream from our own herds, the energy I've mentioned, and some other ingredients like honeycomb and sauces, as well as making our own packaging. Making your own packaging is quite unusual for a company of our size, and it's another example of our investment in technology, along with the more unusual at the start of the process shown there that the cows milk themselves in our voluntary access milking unit. But working in this way also does give us a competitive advantage in that we are in control and we aim to improve quality, we increase efficiency and reduce reliance on supply chains. While also adding environmental benefit. So for example, we cut carbon miles in transport by making our own packaging. So while these background elements are interesting, and I think and can show you some of what makes us unique, it's important from a marketing perspective to also focus on our products. It's the ice cream that's most important. All real dairy ice cream, but traditional shown here is our best selling flavour. It was our first and it's remained largely unchanged since we began making ice cream in 1986. Traditional is a little unusual because it's a natural creamy ice cream with no added flavouring, so not even vanilla. The family size one liter blue and cream tub has become iconic for Mackies at least here in Scotland. We recognise that this fresh creamy taste and that is the reason for traditional's enduring success. And it's one we continually emphasise in branding and marketing communications to explain and introduce what's different about Mackies and our real dairy ice cream. We're kept busy here making about 13 million litres a year. And we sell our ice cream across the UK. You'll find it in all major supermarkets and several independence. And we also export about 10% of our turnover shipping ice cream mainly to Asia. So we do have a strong record of growth over the years and Mackies real dairy ice cream is now well established as Scotland's number one. And it's number four take home tub across the UK. We're quite an unusual company to be in the mix and that the ice cream is highly competitive. Mackies are in a challenging position within this wider market because you'll see that the top five brands shown here include the big players like Walls, Parkdoor, Ben and Jerry's, who are owned by very large multinational companies like Unilever and General Mills. And also in the top five there you'll see Kelly's, which does well I think to remain perceived as sounding British and family owned like Mackies, but it is in fact owned now by one of Europe's biggest ice cream manufacturers, Fruneri. So the sale, get out the violin, but the sale and the size and scale of resources available to these companies do give them some competitive advantages. And the marketing budget for just one of these could probably and easily exceed the entire marketing budget for Mackies for a decade. So on the one hand, we have to work and punch above our weight. And then on the other hand, we're working also in the sector with the major retailers where space is limited. And there are also the rival of many smaller ice cream companies offering lovely niche local items, which might be exclusive in a particular area. But that that just creates an additional squeeze on shelf space and listings, which has to be counted by emphasis and reasons to choose the quality of products like Mackies. So the fact that traditional has been able to get out there and grow is testament to the strength consistency of the product. It would be dangerous to rely too heavily on one product. So we're always looking for the next product that we could make and hopefully one like traditional. We want to find opportunities. And of course, we like things that we can make ourselves here on the farm. We're small enough to be flexible, but yet we have the capacity to invest in change and growth. So over the past 15 years, we have diversified. So some examples like making crisps with a joint venture in 2009. And we also make chocolate bars and ice here on the farm as well. A more obvious diversification is that we opened our first ice cream parlor called Mackies 19.2 in December 2018. And it's named after the distance from the farm to the parlor in Aberdeen City Centre. Our aim there is really just to deliver a celebration of ice cream and our brand in our hometown. But it does also have some value for us as from a marketing perspective because we can test out new flavours and products and get immediate consumer feedback. Insight could be as easy as one Napoli selling quicker than another. But we can also introduce our food service customers to Mackies and have some fun with flavours and activity on social and for PR content. So we do like our comfort food up here. So here's the Scots diet on a page with iron brew pies on ice cream. But we're pleased to see Mackies on this year's Scottish brand footprint report. Where we're placed as the sixth most popular Scottish brand in Scotland and where the third fastest growing alongside tenants and tunics. And so now I've introduced a little bit Mackies and the brand. Let's have a look at some of our green credentials and the marketing surrounding that. So being green is at the heart of Mackies and our business and it's reflected as one of the three elements in our company vision. This is and has been for at least 15 years to become a global brand from the greenest company in Britain created by people having fun. So it's our background both as a family business and a farming business that makes it possible and natural for us to adopt a long term approach. And to worry about the world and it's important to look after the land for future generations. A significant part of our environmental activity is focused on our investment in renewable energy. We were early adopters back in 1983. My dad installed a small wind turbine to power the old piggery. And that making Mackies one of the first UK companies to install a grid connected wind turbine. And then since then combination of advance advancements in commercial wind technology and our growing rural business need for electricity has resulted in it making business sense to continue with this with bigger and better models. So here in 2005, we were installing our first, which is a best as the 52 850 kilowatt turbine, but that's about 40 meters tall with blades of 26 meters length. And that one was followed by two more in 2007. All things considered roughly, you could say that to install and get them up and running costs around a million pounds each. And despite the high capital cost, the long term view comes into play. We are also in a location which has plenty wind. And these three turbines generate 6.5 megawatt hours of electricity a year. That would mean that the the payback is working out at around five years and the turbine should work well for at least 25 years. These these three are directly connected from the hillside at the back of the farm here to the ice cream dairy. So we are running the business on our own renewable energy. The benefits are trifold. One, we use our own free electricity from the wind. Two, we have income revenue from the surplus electricity that we are selling and exporting to the grid. And thirdly, we are protected against fluctuations in energy market pricing, which is obviously particularly important nowadays. To 2015, we installed our fourth and final turbine. He's named Dennis after our late sales director. But at that time, we had had to install a larger grid connection. Also at some cost, but that time we only got planning permission for one final wind turbine. And so we added solar to the energy mix at the same time. At the time of installation, this 10 acre field with about 7000 solar panels was the biggest in Scotland, albeit admittedly not for long. The payback period for solar is a bit longer at about 10 or 11 years, but they are also effective. So we have a new monitoring portal for the solar panels. And that said, for example, that since January this year, we have generated almost 1.5 million kilowatt hours, which is described as having saved 961 tons of carbon dioxide emissions or the equivalent of planting. It's very precise 76,903 trees. And these sorts of figures are also helpful for our social or PR when we're talking about renewable energy. And just to sum up on one page that we have a total capacity of about five megawatts. It is mostly from this wind and solar power. But we have additional solar panels on the roof of the buyer. So that powers the milky machines I talked about. And we also have a buyer mass unit which heats the office and some housing on the farm. So with our full mix, we are generating over four and a half times the amount of power that we use. And it's on that basis that we describe ourselves as a climate positive company. We're running the business currently on about 60 to 70% with our renewable energy. And I'm going to come back to that and show you the detail. Other activities and passing on the farm also include using our slurry as fertilizer, minimal till instead of plowing for soil care, zero water waste and about 10% of the 1500 acre farm has been planted out in woodland. Here's the picture of the woodlands that includes an arboretum area.  It has over 112 varieties of tree and about 150 trees or shrubs in total. But again, I think it's a reminder that doing the right thing for the environment because trees are a carbon can act as a carbon sink and bring other benefits like the creation of just a beautiful place for future generations. And it's looking particularly nice at this time of year. But back to the energy and the graph I mentioned. This one shows why having a mix of types of renewable energy works best or works well. Because you can see that the orange coloured areas that solar energy can boost the total energy being produced filling the gaps because it's obviously it's often sunny at the same time as being less windy. So I'm not sure how clear the graph will be for everyone on screen, but the blue here shows the amount of electricity that we purchase from the grid, which we would like to remove. Yellow shows the electricity we generate and use on site. And you'll see that our power requirement has been gradually increasing as we grow, not dramatically because we can work at the efficiency on that, which I'll come back to too. And green is the wind energy produced here and then sold by being exported to the grid, while orange is the solar power also sold exported to the grid. So you can see that on the graph that despite generating much more power than we need, there are still times particularly in peak summer when we're extra busy making ice cream that we still have to buy some power from the grid. That's that's just because the amount being generated doesn't always match the demand at the exact time in the ice cream dairy. So that will continue until we're able to either store the electricity we generate so that we can use on demand, or until we reduce our electricity usage. This one, we can look at it another way, it used to be my dad's favourite graph. Partly because it shows the pathway towards becoming 100% sufficient in renewable energy here, but also he saw it as a good reminder that this could be a map for Scotland or the UK as a country. We have plenty wind and it could be viewed as a template map for the country to move towards renewable energy. So I mentioned reducing power. What are we doing to reduce our energy use? We're in the final stages at the moment of our biggest ever single project. It's a £4.5 million investment in total to install a low carbon refrigeration system. The system will run using ammonia and that's a natural refrigerant gas with zero global normal potential. That's a big improvement because the old style cunnilyn used refrigeration gases have a value of almost 4,000. We will also in the system be chilling with heat using a biomass boiler to super heat and then freeze via an absorption chiller. So this combination of technology, each component is tried and tested, but it's an innovative mix and is also at this scale as well and it's a first for Scotland. We estimate the effect of the new system is going to be an 80% reduction in our energy use and carbon emissions. So the environmental credentials of the new system have led to the award of £2 million grant from the Scottish government as part of its low carbon infrastructure transition programme to help us carry out installation and create what should be an exemplar plant for refrigeration for the Scottish food and drink industry. For us, it's up and running on ammonia already, but the biomass is being installed now. But as we were already operating on 70% renewable energy, we would hope that the investment here will get us even closer to being 100% self-sufficient. And again, just in passing, it's a win-win situation. The environmental credentials are outstanding, but they are accompanied by commercial benefit. The new equipments is going to increase capacity for enable us to grow, but also the new, more efficient, faster freezing creates smaller, rounder ice crystal particles. And that means that the ice cream, and we've proven by looking under the microscope at the local university, the ice cream tastes even smoother and creamier. So sustainability, we're all aware climate action has become important for everyone and most people feel that they have a role to play. I think it's interesting here that SMEs make up 99% of UK businesses by number, but I count for around half of the country's business-related emissions. So it's crucial that we also collectively take action. The changes required are also market-driven and will be. And the BRC reported recently 79% of consumers have already changed the purchasing behaviour based on environmental impact. So we want to know more about it. We have two forms of carbon audit underway here because we need the facts. We're working with Glasgow Caledonian University with a report that's intended to find a route to net zero for other SMEs, but using making recommendations for action and using Mackies as a case study. And we have a second corporate carbon audit currently being carried out for us by an external consultancy. And once we have both, we'll be able to accurately report our total corporate footprint, identify the biggest sources of emissions and then take action to reduce them. I'm looking forward to being able to benchmark ourselves against our competitors. And I'm obviously hoping it's going to be a strong position for us to shout about and add values to customers choosing to buy our products. Sustainability is also important to our customers, the retailers. And in turn, they're all working to reduce their carbon footprints and they want suppliers with sustainable solutions to help them on that route. And this overall building pressure is, I would think, generally all going to help advance towards new, better technologies, helping to reduce overall carbon emissions, more recycling, less waste, increased energy storage capacity, and perhaps even help cows become cows, become more environmentally friendly. What about our marketing? Our product and company have been so concerned with going green for so long that it has been reflected in the marketing and some elements have happened accidentally. For example, I just realized that our one liter blue and cream tub design, while similar to the original, changed once about 10 years ago. And that's because we related to renewable energy, the central tub there featuring windmills and a countryside theme was originally created as a limited additional promotional pack in partnership with our customer. Our customer at the time, Good Energy, a renewable energy provider company, and they offered with us a year supply of renewable energy as a price. However, we like the tub design so much that we kept it. That was until this year when we undertook a brand refresh that included updating the logo and the tub design. This time the changes were made on the back of much deeper consumer research and thought, which I'll touch on later. The furthest, the tub on the right hand side is the new look tubs as they are now. Flip round to the back of that pack and you'll find a tempting introduction to Mackie's ice cream, along with our climate positive icon for the company. The design again retains a nod to the renewables by showing the wind turbines. The problem is to introduce our fresh creamy taste and natural ingredients while hinting at the environmental credentials as its ice cream made the way it should be. Later I'll show you some of the consumer research which has led to this updated identity and the continued use of sky to scoop. Alongside the ice cream brand refresh, we've brought this more modern look to our range of chocolate bars. Here features an illustration based on the view from our farm and you'll see again that the turbines are included in there. Reinforcing the underlying theme of sustainability and natural farm made ingredients. Chocolate is available here in Scotland in the Scottish supermarkets and our new website allows us to carry out e-commerce, which is for the first time for us for direct sales to consumers. It's also opened up new marketing opportunities and can allow us to trial and have greater emphasis on programmatic digital marketing and direct marketing to our friends of Mackie's email club. We want to keep understanding what our consumers want and who they are. We benefit from feedback directly from our friends of Mackie's who are now about 70,000 strong as well as having purchased data like companies like Canterworld panel and E-Pos data from Nielsen, all helpful obviously in building profiles of our consumers and prospective consumers. One question we're particularly interested in and perhaps particularly today is how much sustainability matters to them now and how much it's likely to matter to them in the future. It comes as no surprise that the most important factor when we ask our consumers on how they choose good ice cream is the taste. So 10 years ago we asked this question and we found that people want great taste natural ingredients and a smooth and creamy ice cream made with fresh milk and cream. Not all ice creams are made with dairy ingredients, but that is another story. Just look at the back of packs. But anyway, you'll see that at that time made with renewable energy factor came in at number 14. So here we are in 2019. We asked a similar question in our consumer research project conducted by Levercliff for us. And it's interesting that the results are so similar, but it's just not rocket science. The taste is always going to be the most important factor. People want creamy taste, their favourite flavours, good quality ingredients, perhaps the ease of scooping and good value. Curiously on ranking, the green factor this time described as environmentally friendly came in at number 14 again. It certainly remains a value added feel good factor, while not necessarily the predominant reason to buy ice cream. And it's definitely, but it's definitely also of growing interest. If we just look at the recent report by Cantor again, that shows a growing number of consumers who are described as eco-actives and eco-considerers, which are fairly self-explanatory on their categories. And let alone the high percentage today, the report forecasts a dramatic increase over the next decade to becoming over 60% eco-active by 2030. So there's certainly a strong appetite out there for anything green in PR. And that has seen a recent spike in the build up up to the week after next COP26. We've had lots of coverage based on our environmental activities from the installation of our solar panels, which we were looking at. And various milestones have been covered about generating electricity or the new low carbon refrigeration unit and its installation. Over the years, we've won various awards. One of the first, I remember being back in 2007 partly because they had the rather grand title of being regional winner for Europe, Middle East and Africa in the FTs inaugural environmental awards that year. And there have been lots of other sometimes quirky examples of PR activity. One of which was Nissan asking us to provide ice cream based on our sky to scoop and environmental credentials for the launch of their new electric van, which they adapted and made a zero emission ice cream van. And the prototype van caused a lot of excitement, even made an appearance on good morning TV, but sadly hasn't made it out onto the roads selling ice cream yet. Where are we now? I think whether or not sustainability sustainability becomes a real reason to buy our ice cream. It's increasingly important to people in their lives and they want us to help them make good choices. As it stands, however, I think the space is quite confused and overcrowded on this front at the moment. I read that there are over 400 accreditations available, and these are only a small selection. In addition to the huge variety of accreditation schemes and methods, the actual science behind it of determining a company's emissions and calculating the carbon footprint is quite difficult. It's time consuming, can be expensive and some areas yet to be standardised. So I think these factors make it difficult for a small business to know how best to navigate addressing its actions and conveying them to consumers. Hopefully this is something again that we're going to just see improve over the next few years, creating easier routes for clear and powerful messaging and benchmarking tools on sustainability. What are our challenges? We'll come back to making our own packaging. Plastic is certainly getting a very bad press from whether it's David Attenborough and more recently our Prime Minister, and that's helped everyone think it might all be all bad. I'm not sure, it's as clear-cut as this way, making your own packaging here and having invested in that equipment, but it is recyclable and market research tells us that's one of the most important unpack messages for consumers who are looking for ways to help make decisions to which to buy. It would be more difficult for us to change our tubs to cardboard, but they're also not strong enough really to hold a one litre or more of ice cream, and that's probably why in one respect the 500 mil and smaller tubs are made from cardboard. We hope recycling will improve and there will be other, there just will be more technological advances with more biodegradable plastic, more use of recycled plastic and other ways that we can improve the choice we can give to our consumers. Another ponderable for companies like ourselves at the moment, a big challenge related to the environment is whether dairy will see declining support as consumers move to increasingly choosing plant-based diet. It's too early to know what is really going to happen here. Younger people are more interested in plant-based options, while dairy remains at the core of our product offerings. We've always been prepared to make changes and we would consider making a non-dairy product just as long as we're sure it tastes great. Our carbon audit will show that having cows causes high emissions, but again there are some innovations on the way and UK dairy cows are some of the most climate friendly in the world. Our view of course of couldn't leave that slide without saying of continuing to eat dairy would be its great creamy taste, source of nutritional ingredients, and when found in real ice cream, it's elevated to being delicious and happy. So what next? Our business plan has a section called BeHags, which stands for Big Hairy Audacious Goals. It's just because we're always looking for something else, something new and fun challenges to take on. Our carbon audit and the new low carbon refrigeration project are our current major projects and with a commitment to continuing to invest like this, improve and grow. That's an approach which proves our intent I think to keep our minds open and we'll work onwards. Hopefully in passing become 100% self-sufficient in renewable energy as we work our way along towards our vision. I think to state the obvious that you have to act to be sustainable and then you can work on the marketing of that value added background to your product. That's enough from me. Thank you for your attention. I hope some of it was interesting. Judith is now going to come back and join us and help field any questions that you may have. We're now going to have a short Q&A session. So first question, did your research show that consumers are prepared to pay more for greener ice cream products? And just to combine with another question from the questioner, how does it compare with your competitors? Are you able to see any comparisons on price? It is an interesting one. I think it's also a tricky one to get right in market research and find out and ask what people would be willing to pay for various. You might profess to be willing to pay more to do the right thing than you do in reality. So when it comes down to people in store faced with two options. One sustainable pack for an example and the other than one research question we did came out with those being very almost identical. Again, not done by us, but I see that there is some research saying that people are willing to pay more to get the right products and make the right choices. That's going to come, isn't it, to this increasing number of the eco-actives, if you like, who are willing to make the effort to pay a little more to help move to the more environmental cost. For us, it's always a balance too, in that we're managing to produce a product that's sometimes called an affordable luxury, but a one litre version which isn't as expensive as a couple of our 500 mil luxury competitors, for example. So that was to say I'm not sure people will definitely say they will and some people will. Well, depends who's asking them. Pressure to keep the cost down. So apart from the marketing of the actual product, what activities on the farming side have Mackey's taken to decrease emissions? I was quite interested in when you described the cows as climate friendly. Maybe you could say a little bit more about the farming side rather than the wind turbines and the solar power. Well, I say climate friendly, I'm referring to Russell of Paper as well. I look for the dairy. The dairy federation have information about the UK dairy farm. And so, in some respects, their their figure, for example, was that there are 278 million dairy cows in the world. And if they were all being cared for in milk efficiently in the way in the UK dairy cow industry is then they would need 76 million of them to produce the same amount of milk. It's maybe a slightly odd figure to have, but it's all things are relative. I think that agriculture has about 3% of the total UK emissions on the livestock and the dairy because of cows. Do you have emissions? There are lots of there are lots of things happening that we can change things in their diet, which we have tried and we're looking at another company who using nitrogen can help reduce the emissions from waste from the slurry. There isn't an immediate answer to what's in some ways a natural process from the cows and their digestive systems, which does cause emissions at the moment. The farm, the other bit, the land use being a carbon sink and our minimal till is is taking care of that with the biodiversity of the carbon rich area on the top level of the soil. We've got a question now on your marketing strategy. Do you alter it depending where you're selling in different parts of the UK? So in England, say, compared to Scotland? Yes. Are we international? It's interesting because actually to touch the international side, the exporting side is relying, marketing is relying on the exact, we make the same products, tell the same story and they'd like and appreciate the same fresh creamy made on the farm, you know, consistent quality of ice cream and probably touched with that. The enviable reputation that Scotland has for green hills, nature environment and good food and drink, but coming back to England and Scotland, yes, we would love to have the same availability in England as we do in Scotland. We have probably just just over half our sales, perhaps in in England. So a much higher rate and people can find our whole selection of flavours in Scotland and so less so down south and that means that our single traditional tub, the one I'm showing you is there on its own in England. So we have to, with some of our research is based on talking to consumers in England to find out what they do or don't know about Mackies and whether we're managing to deliver, to show the difference if it's coming down to just the pack, as well as looking at our marketing campaigns and picking the profile for our customers and with the likes of the programmatic and Facebook and whatever to try and reach people and introduce them to Mackies. So it is something we work at to try and increase sales there and bring more ice cream flavours as well. And another question, during the pandemic, have you had to change your approach? And I'm sort of thinking you talked earlier about getting shelf space in the supermarkets has the shift potentially, whether a shorter term or longer term to online shopping. Does that impact on the way that you would see your sales? Yes, it works. I'm not sure whether. There were three questions in there, was it? The change in the pandemic. Over the pandemic we were very fortunate in that we were able and did manage to keep working once over the initial very uncertain time. And also for consumers after that initial period there at home and actually ice cream as a small treat were one of the things that they kept buying and wanted to buy more of. So our team managed to keep working through lockdown. So that actually increased demand for ice cream. Separately, yes, the marketing or messaging we reacted a bit, I think, to would have been 1920, 1920, where we focused on simple pleasures, because that was how people were, if they were forced to stay at home. Things from gardening to reading a book to having an ice cream or a picnic all became more important. So we changed the marketing message a bit like that. On this last year, Discover Summer, Discover Mackies and Dairy is again related to hopefully it might continue, but for more freedom for everyone I'm getting back out and about. I've forgotten what the third part of the question was. Oh, I think I think you covered it there. One question we've had is, are you selling surplus solar power that you generate and what rates are you able to get for that?  Now, as I showed you on the graph we are selling the solar and power from mostly from the fourth turbine. Marketing director, I'm going to admit, I don't know the current rate that we get for selling electricity. But if the person wants to contact me through yourselves or direct, I can find that out. Okay, thanks. And I think we've got time for one more question. Are you planning to open any more ice cream parlers anywhere else? We'll all go and visit when we're in Aberdeen obviously, but can we have some beer? Come to Aberdeen, come to Aberdeen. I like calling it our first ice cream parlor, so it's been very interesting. It's a lot of learning for ourselves to run our own food service or ice cream parlor with coffee and whatever. So if we can prove that as a concept, then yes, it would be interesting to try it again. We don't have one lined up right now. Okay, well, thanks. That's excellent, Karine. We've got some good questions there from the viewers.  So that's all we have time for our webinar today. I'd like to say thanks to Karine for her presentation and to CIM Scotland for organising the webinar. We do hope you found it interesting and worthwhile. Our next webinar express is Cantar, who we've mentioned. I'm delivering the next one, which is what is next for the food and drink sector. We've had a slight change of date there for anybody who's already booked just to make a note of the date. It will now be Friday the 12th of November and it will be at 1pm and the event has been hosted by our sector interest group for food, drink and agriculture. You'll find further details of that listed on the events page on the CIM website where you'll also be able to register for the session. So on behalf of CIM, thank you once again Karine for a really good presentation and thank you to all that joined us. We hope that you enjoy the rest of your day and we look forward to welcoming you again at our webinars in the near future. Goodbye.


Welcome to JSA TV, the newsroom for tech and telecom professionals. I'm Jamie Scott-Ukataya, here in fabulous Honolulu. Take a look at this video from a drone care of excite modular of PTC 2019. Joining me here today, my friend, Mr. Randy Brockman. He is the CEO of EdgeConnex. Randy, welcome to JSA TV. Thank you for having us today. Appreciate it. Oh, we are loving having you and in this beautiful Honolulu afternoon couldn't be more excited. Now I'm standing here of course with Randy Brockman who has been on the forefront of the Edge marketplace really since it's before it was becoming a trending topic. Since it's been on the the minds of everyone here at PTC for sure. With this perspective, can you define for us what does EdgeConnex mean when they say they're on the Edge? Thank you. I appreciate it and you're correct. We were talking about the Edge certainly when it wasn't in Vogue and the good news is that we've now executed on it when it is in Vogue. But what do we mean? I think from an EdgeConnex perspective what we mean about the what we mean with the Edge is the logical last point or the breaking off point where a service is consumed and or originated. Effectively we want to empower your Edge in a way where our customers' customers' experience is optimized. The first wave we saw of that was really bringing content closer to the consumer. OTT video, a huge driver from it. You can't serve it from four or five places in the country. You really had to get it right next to the consumer and of course the explosion of OTT content. Right. Made that all the more important. I'd like to think we were a key part of getting rid of the spinning pinwheel quite frankly. What's interesting is no sooner had we finished that first wave when the second wave hit us and what we saw was the cloud needing to get closer to the enterprise. Latency matters for enterprises just as much as it matters for consumers and that really enabled critical workloads to be able to move I think faster into the cloud and I see wave three coming. Yeah and that brings us really up to date today what we've seen as Edge developments but what would you see moving forward looking looking in your magic crystal ball as the next wave of Edge coming down the pike? I think we have the the advantage of having brilliant customers who are educating us on what they anticipate wave three being and we actually saw some of this over the past year and I think we see three or four more years of heavy growth in particular in this third wave and I described the third wave in a couple of flavors maybe the big wave in a second way behind it. Think of cloud enabled type services as the next wave coming and that can be things like IoT based services another level of security based services autonomous vehicle utilizing capabilities in the cloud AR and VR. I think a twist on it but very highly related gaming not only in the cloud and at the cloud but you're actually going to need to see gaming clouds coming to the edge and you know that brings with it big power densities much larger scale deployments even at Edge and when you have that kind of core technology running out there you've effectively brought some of the core capabilities you need for AI and some other services at the edge so we're excited 2018 was a big growth at the edge year and 2019 is shaping up to be even better. And you are so well positioned of course your multiple facilities across the North America your European expansion unbelievable so EdgeConnex where can our viewers go who want to learn more? www.edgeconnex.com thank you. Thank you Randy for joining us and thank you viewers for tuning in to JSA TV happy networking


What's up, everybody? Jason here from JaspysCaseRace.com. Free spot giveaway of guys for 2022 National Treasures Football Case Break. Picketing number six. This is a random number block for these teams here, guys. Titans, Cowboys, Bangles, Jags, Dolphins, Eagles, Ravens, Chargers, Bucks, Broncos, Coles, Jags, Cardinals, and Browns. Again, you get a piece of these teams via a serial number break. And of course, we had a free spot giveaway. If you bought a full spot, you have a chance to win. So dice roll it here. These are the customer names I bought in straight up. Obviously, this is the list that everybody is in with the Chronicles pack filler, but only these customers will get a chance at a free spot. And we use the same dice for the free spot and the randomizer for the names and numbers. Roll. Four and a three, seven times, seven times. One, two, three, four, five, six, and seven. Boom, seven times, four, three, seven, seven. Nicholas, there you go, man, congrats. Free spot. Providing it straight up after seven times. So I'm gonna paste your name in here. Put a little plus sign there for your free spot. Now we're gonna go seven times on the names and the numbers. One, two, three, four, five, six, and seven. Brian Kay at the top, down to Zach Sullivan at the bottom. Again, all those teams in there is just to show the sorting team what teams are part of this R&B. Now seven times here as well. Zero, one, two, three, four, five, six, seven. Three down to five. All right, so Brian, you have three. Nicholas with six, Nicole with spot one. Any one of ones would be yours there. Brian Kay with nine. Zach Rehaber with eight. Zach Sullivan with two. Nicholas, you have any no redemption. Zach Sullivan with four. Nicholas with seven. Loss by module and Zach with five. Sullivan that is. Alrighty, so let me alphabetize this. I'll put back the teams there and make it look all nice. And then like I said guys, coming up next is another R&B then after that the break itself. So good luck everybody.