White Paper: Token Generation Event 2018 - Producers Token
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White Paper: Token Generation Event 2018
1 TABLE OF CONTENTS 1. Table of Contents 2. Welcome Letter 3. Legal notices 4. Terminology 5. Context 6. Value Chain Problem 7. Producers Solution 8. Smart Value Chain 9. Digital Tool Kit 10. Smart Contracts, Proof of Production 11. Digital Platform Overview 12. Digital Platform Functionality 13. Producers Market Platform 14. Producers Market Brands 15. Producers Market E-Commerce 16. Producers Market Retail Vision 17. FarmToken 18. Incentivization 19. Roadmap 20. Initial Producer Members 21. Team & Advisors 22. Token Generation Event 2 Producers Token — White Paper: Token Generation Event 2018
2 WELCOME LETTER Thank you for taking the time and energy to review our White Paper. It is with great honor and joy that we can share our vision and extend the invitation to become a Producers Token holder and participate in the development of our agricultural value chain. We believe in the collective power of decentralization and its ability to align humanity’s values with digital currency investments. Producers Token is the next wave of cryptocurrency that engages with a global community of mission driven investors looking for tangible operations, assets and investor returns, well beyond the circumstance of speculation. For thousands of years the producers of our agricultural products have been exploited in a model that has led to severe consequences to our farmers, consumers, ecosystem and economic well being. With the advent of digital technology, cryptocurrency, and distributed ledger solutions, we are on the cusp of a new, decentralized model of value chain that will rapidly replace this current, archaic system. This new platform of agricultural value chain will align universal values of transparency and equity in a direct system that empowers producers and consumers. In this White Paper we set our intentions and communicate our strategy to pioneer an innovative agricultural value chain model, and establishing a profitable business operation. Our team is passionate about our work and has a commitment to manifesting our robust vision with consistent hard work and integrity. We hope that you will join us in this journey aligning the intention of natural resource sustainability with an abundance of agricultural output. Producers Token Management Team 3 Producers Token — White Paper: Token Generation Event 2018
3 LEGAL NOTICE DISCLAIMER PLEASE READ THIS NOTICE CAREFULLY. CONSULT YOUR PROFESSIONAL ADVISOR BEFORE ENTERING INTO ANY AGREEMENT. Producers Token LLC presents this White Paper with respect to no information contained herein should be construed to state the proposed token launch of Producers Tokens. Information otherwise. No professional advice, financial or otherwise, is contained in this White Paper is for informational purposes only offered by this White Paper. No fiduciary relationship has been and may not be exhaustive or complete, and does not imply, entered into or has arisen as a result of this White Paper. The offer, or state the elements necessary to contemplate the for- individual financial or investment needs of this White Paper’s mation of a contractual relationship in any way. No contractu- recipients have not been taken into consideration. Producers al relationship can be formed from the information contained Token LLC recommends obtaining independent financial and herein nor does Producers Token LLC, through the aforemen- investment advice before consummating a token purchase. The tioned token launch or otherwise, seek to establish a contrac- information contained in this White Paper was prepared based tual relationship based upon the circulation of this White Paper. upon readily available information at the time such informati- Producers Token LLC does not guarantee, and accepts no legal on was written. Altered or additional information not available liability arising from, or connected to, the accuracy, reliability, at the time of this White Paper’s circulation could cause such or completeness of any information contained in this White views stated herein to change. Itisyour responsibilitytoregu- Paper. This White Paper and the information contained herein larly check our website (producerstoken.com) for the most up shall not be deemed to constitute a prospectus of any sort or a to date version of our WhitePaper. Currently, cryptocurrencies solicitation for investment in any securities, nor can this White and/or distributed ledger technologies are unregulated in many Paper and the information contained herein be construed to be countries and jurisdictions and Producers Token LLC cannot an offering or solicitation of an offer to buy any securities in guarantee that possible regulatory changes shall not impact any jurisdiction. This White Paper is not to be construed as an the information contained within this White Paper. offering of securities, treated as such in any jurisdiction, and 4 Producers Token — White Paper: Token Generation Event 2018
4 TERMINOLOGY
TERM DEFINITION
The physical and marketing movement of goods from raw material to end consumer. All the points and
Agricultural Value Chain
parties that exist between the production of the agricultural crop and the consumer that uses the product.
Asset-Backed Tokens Tangible, physical assets whose ownership rights are converted into digital tokens.
B2B, B2C B2B means business to business or wholesale sales, B2C is business to consumer or direct retail sales.
A blockchain, originally called block chain, is a continuously growing list of decentralized transactional
Blockchain
records, called blocks, which are are linked, vetted, verified and secured, using cryptography.
Conservation refers to the act of permanently putting a natural resource into its natural state with no con-
ventional agricultural activity. Ecological wild harvest and commercialization of outputs can occur during
Conservation, Regeneration
conservation. Regeneration refers to the act of taking a degraded piece of land and making an investment
to rehabilitate the land to its natural or more vital state.
CPG refers to added-value consumer products that are packaged for retail consumers. CPG products can
Consumer Packaged Goods (CPG)
be sold direct to consumers through e-commerce platforms, distributors, or direct to retailers..
Direct Store Distribution (DSD) is a model of B2B distribution in which CPG’s are sold and distributed
Direct Store Distribution (DSD)
directly to a retailer, thereby bypassing distribution companies.
ECI is the third party sustainability rating system that distributes incentivized loyalty tokens for producer
Externality Correction Incentive (ECI) members. This system is currently being developed by the Producers Token management team. The White
Paper will be released in Q4 2018.
FarmToken is the flagship token on the FarmToken exchange. It is a mutual fund of of tokenized assets
FarmToken
listed on the FarmToken exchange.
The asset-backed token platform and exchange for tokenized agricultural value chain and natural resource
FarmToken Platform & Exchange assets owned by Producers Token. All assets tokenized by FarmToken exchange are exclusive to the
FarmToken platform.
Holochain is a framework for building peer-peer decentralized apps. Unlike blockchain, Holochain utilises
Holochain
agent-centric architecture so it scalable.
Producers Token LLC works with existing open source and licensed technologies with leading innovators
Master of Integration to apply their tools to the specific needs of the producer members. The focus is on mastering integration,
as opposed to inventing from the ground up.
We define a “Producer” as an individual, group or business that grows, processes or packs organic or
Producer
conventional products on the agriculture value chain.
The marketing platform owned and operated by Producers Token. It currently functions as a B2B platform,
Producers Market
but in the future will consists of B2C e-commerce, and a physical retail store chain.
The token that corresponds to the umbrella or holding company of the value chain platforms, digital
Producers (Producers Token)
marketing, and technology companies operated by Producers Token LLC.
Proof of Production is the Producers Market system of smart contract genesis. It is the system of trans-
Proof of Production
action between the producer and buyer at which time a smart contract is created.
ResourceToken is a sister exchange of FarmToken which lists strictly natural resource tokenized assets
ResourceToken
for the purpose of regeneration and/or conservation.
A smart contract is a computer protocol intended to digitally facilitate, verify, or enforce the negotiation or
Smart Contracts performance of a contract. Smart contracts allow the performance of credible transactions without third
parties.
The smart value chain is the innovative agricultural value chain model that is being designed and imple-
Smart Value Chain
mented by Producers Token LLC.
The process of transforming a physical or tangible asset; such as a farm, forest, or digital platform entity,
Tokenization
into a cryptocurrency token for distribution to investors globally.
The combination of mostly digital and some traditional marketing techniques in order to drive perspective
Universal Funnel
buyers, consumers and investors onto the Producers Market and FarmToken platforms.
5 Producers Token — White Paper: Token Generation Event 2018
5 CONTEXT
We define a “Producer” as an The organic sector (i.e. certified
individual, group or business agricultural products that
that grows, processes or don’t use ‘synthetic chemicals’
packs organic or conventional or ‘genetically modified
products on the agriculture organisms’) is estimated to
value chain. reach $211B in transactions by
2020. This is one of the primary
Producers Token LLC stewards industry sub-sectors in which
the natural resources of our our firm operates.
planet to create the food,
healthcare, clothing, and The agricultural obstacles
numerous other products that facing humanity are immense;
humanity uses everyday. the agriculture value chain has
the task of doubling output to
feed nine billion people by 2050.
The agricultural value chain from producer to consumer is one Leaders in the financial and technology world; including IBM,
of the worlds largest industries for transaction and employment. and Goldman Sachs have identified the agricultural value chain
It comprises farmers, processing facilities, packing facilities, as one of the prime areas for the integration of distributed led-
exporters, importers, wholesalers, distributors, food service ger to completely disrupt the current trillion dollar value chain
providers, consumer brands, and retailers. as we’ve known it.
6 Producers Token — White Paper: Token Generation Event 2018
5 CONTEXT
500+
MILLION PRODUCERS
...are supplying
7+
BILLION PEOPLE
...totaling
$3 TRILLION
IN YEARLY TRANSACTIONS
7 Producers Token — White Paper: Token Generation Event 2018
5 CONTEXT Producers are demanding Consumers are demanding better prices, faster payments, greater access to fair- greater consistency, access to priced organic products with capital and more transparency transparency to the source of up the supply chain. production. IN THE COMING YEARS, THESE DEMANDS OF PRODUCERS AND CONSUMERS WILL BE MET, OPENING BILLIONS OF DOLLARS OF NEW VALUE CHAIN BUSINESS OPPORTUNITY GLOBALLY. 8 Producers Token — White Paper: Token Generation Event 2018
6 VALUE CHAIN PROBLEM PRODUCERS CREATE THE PHYSICAL VALUE, BUT THE INDUSTRY IS DOMINATED BY INTERMEDIARIES Intermediaries control power with a barrier around communication, marketing and finance, thereby separating the two key stakeholders; producers and consumers. From the farmer to the consumer there can exist wholesalers, brokers, distributors, retailers, importers, exporters, sales representatives, and brands, many of whom take excessive profits on top of their operating costs. 9 Producers Token — White Paper: Token Generation Event 2018
6 VALUE CHAIN PROBLEM
The USDA estimates that of
8.5% every $1 spent by consumers
is the farmers on the agricultural value chain,
share only $.085 goes to the farmer.
"Roughly one third of the food
produced in the world for
33% human consumption every year
waste — approximately 1.3 billion
tonnes — gets lost or wasted."
There is not much profit for the producers in this current equa- months or even years until the first harvest, processing and
tion. Consumers are left with expensive pricing to acquire qua- packaging occurs. Once purchase orders are finally made by
lity products which have minimal transparency to the source buyers and the product ships, the terms of payment can take
of production. up to 30, 60, 90-days or more, thereby crippling the farmers
ability to plant crops for the following season.
The payments from buyers (i.e. importers, brokers, distributors,
and retailers) to producers are frequently late, discounted, and We need to double our food supply by 2050 to feed 9 billion
disputed, putting pressure on the producers cash flow well- people everyday. The situation is compounded by the continu-
being. The process lacks visibility for producers and results in ed contamination of fresh water resources and arable land by
an endless cycle of bullied producers seeking more stable and agricultural impacts which makes it difficult to sustain current
profitable sales opportunities elsewhere, instead of focusing levels of production. In order for the supply chain to grow, in-
their capital and energy on farming and expansion. creased production of new crops will be required as well as
improving the efficiency of our current value chain to minimize
Cultural and communication obstacles across borders further waste streams and make best use of all outputs.
prevent the building of trust and more sane business relati-
ons. For farmers, the process of growing crops can take weeks,
10 Producers Token — White Paper: Token Generation Event 20187 PRODUCERS SOLUTION
is solving this age-old problem
of producer exploitation.
We are digitizing, tokenizing
and decentralizing the
agricultural value chain. We
are removing cost centers and
opening direct financing and
marketing opportunities for
producers.
11 Producers Token — White Paper: Token Generation Event 20187 PRODUCERS SOLUTION
We believe in the collective
power of decentralization and
the potential to align humanity‘s
values with their digital currency
investments and transactions. The Producers Token
Producers Token is the next
wave of cryptocurrency
that engages with a global
community of mission driven
investors, far beyond the
circumstance of speculation.
We envision being the leading Producers Token is building a vertically integrated platform
agricultural value chain smart and aggregating producers to achieve a new form of produ-
contract and distributed ledger cer supplier power that accesses diverse marketing channels
and social finance from a globally competitive marketplace.
platform. The Producers value chain model will replace inefficient inter-
mediary activities with digital technologies and producer co-
owned platforms.
Our goal is to achieve multi- By uniting producers on a smart value chain and providing them
with free digital technology and marketing tools, producers
billions of dollars in smart will be able to unlock great consistency, profitability and ca-
contract transactions and asset pital resources.
tokenizations within five years Our founding team members have lived in the agricultural value
of launch. chain for more than ten years. We understand the uniqueness
of this industry, the dynamics of producer/buyer relations, and
the serious obstacles to integrating distributed ledger, crypto-
currency and other digital technologies into the agricultural
value chain. We have built our strategies, systems and vision
using real life trial and error situations.
This White Paper describes our solution to producer empower-
ment with smart value chains, digital tools, producer incen-
tives, and the perfect marriage between the physical and di-
gital realms.
12 Producers Token — White Paper: Token Generation Event 20188 SMART VALUE CHAIN
The smart value chain is our network of sales channels and the
wholesale buyers within each channel. It is being developed for
producer members to match their outputs with a diversity of
buyers that meet producer requirements to increase profits and
stability. Leveraging producer networks across product lines
permits members to minimize waste streams and maximize their
pricing on A, B and C grade outputs.
Harvest
Fresh Packed Processed
Export Market Domestic Market (B+C Domestic Wholesale Company Owner
(A grade + ideal sizes) grade + off sizes) bulk pack Processor
Importer
Distributor Bulk Pack Retail Pack
(owned or 3rd Party)
Domestic Export
Distributor Retailer Export Market
Market Market
International International Domestic
Retailer
Brand/Distributor Brand/ Market
Distributor
Retailer
13 Producers Token — White Paper: Token Generation Event 20188 SMART VALUE CHAIN
1 2 3
Growing Smart Contract Upload to
Negotiation Distributed Ledger
5 4
Packing Harvest
6 7 8
Logistics Receiving of Quality Assurance
Goods Inspection
10 9
Smart Contract Discounts and
Executed Approvals
11 12 13
Buyer auto-pays to Producers Producer pre-determines conversion All the information is
Market or to the producer directly preference into fiat or other digital stored in the decentralized
in Fiat per contract terms currency to be compensated by contextual database
Producers Market.
The building of our smart value chain and the accompanying
contextual database of producers and buyers is designed to
consistently replace intermediaries with Producers-owned plat-
forms or transform the role of the intermediary from a profit
maximizing center, to a transparent, cost-plus service provider
to a united network of producers.
14 Producers Token — White Paper: Token Generation Event 20189 DIGITAL TOOLKIT
The aggregate community of producers is empowered by
integrating a digital toolkit of innovative technologies around
cryptocurrency, smart contracts, traceability, peer-to-peer
financing, universal funnels, data analytics and social media.
Producers is a master of integration. Our technology team works
with the best companies and products, both open source and
licensed, as a foundation to our digital toolkit. Our team then
applies and integrates these technologies to generate the greatest
possible impact for producer members.
Cryptocurrency Smart Contracts Traceability P2P Financing
Universal Funnel Data Analytics Social Media
15 Producers Token — White Paper: Token Generation Event 20189 DIGITAL TOOLKIT
A range of existing Cryptocurrencies are being integrated to
a Producers Wallet in order to minimize transaction fees and
It would be well outside the
speed up payment times. Producers is harnessing the power average producer’s ability and
of cryptocurrency tokens to incentivize and reward producer
members with Producer Token platform ownership.
investment capacity to develop
and integrate these tools
The Smart Contract dashboard is built upon the Distributed
Ledger Technology and serves as a tool for efficient, trans-
at a high level. Since these
parent, clear, and trackable communication, agreements and technologies are constantly
transactions with clients.
evolving, they require daily
Advancements in distributed ledger based Traceability unlock attention for updates and
the potential for producers to confirm the source of production
and their value chain to buyers and consumers at a very low cost.
integration.
A global marketplace of Peer to Peer Financing and other so-
cial lending services reduces the costs of purchase order and
However, as a platform,
invoice financing. Tokenization of physical assets provides Producers is focused on
crowdfunding opportunities for capital resource expansion and
liquidation needs.
developing and providing these
profit enhancing activities for
Access to our digital marketing team’s Universal Funnel or-
ganically directs global buyers to find their ideal producer at
its producer member network,
a minimal cost. so that producers can focus on
The Data Analytics from our decentralized contextual data-
producing!
basing, organizing and analyzing of all the transactional data
across the value chain provides marketing analytics and key
data points to maximize the profitability of business operations.
A full integration with Social Media and the connection to alig-
ned digital communities of consumers and investors permits
the building of Product Lines and direct relationships with new
markets of end consumers.
16 Producers Token — White Paper: Token Generation Event 201810 SMART CONTRACTS,
PROOF OF PRODUCTION
Central to the competitive strategy of Producers Market is a vized with Producers Market Holding ownership token bonu-
corporate focus on the development and integration of smart ses. The initial smart contract system is being developed in Q1
contracts into the trillion dollar agricultural value chain. Pro- 2018 and will begin testing on value chain transactions starting
ducers Market aims to be the global leader in smart contract in Q2 2018. By 2019, Producers Market plans for all platform
transactions in our industry. These smart contracts are being generated sales and investment transactions to be run on the
developed by the Producers Market team on the IBM open source company’s smart contract system.
Hyperledger platform. Adoption of smart contracts is incenti-
Integrate Proof of Production (PoPr) smart contracts on all B2B
transactions. Collect, organize, analyze data.
1 2
Producer submits Buyer replies with their
desired contract terms proposed terms.
3
Once agreed upon, the smart contract is
uploaded to our distributed ledger system
Producers Market has invented a unique system for the gene- 2. As part of the contract, the sales price is set in $US or
sis of blocks that arise from the moment in which the smart other Fiat Currency.
contracts are created. The Proof of Production moment mirrors 3. Once all smart contract terms are executed, the smart
the real life event in which a product that is brought to market contract, and defined transactions are automatically
by a producer is purchased by a buyer, thus verifying the value executed.
and existence of such work in creating a material good. Below 4. Once the payment terms are realized, the producer is
we have included more detailed information about our smart automatically paid in digital currency via the Producers
contract system. Market platform.
5. Producer sets their compensation preference for the
1. Smart contract is set with the Producer, Producers Mar- automated conversion to another cryptocurrency, or Fiat
ket (intermediary) and the Buyer. Smart contract con- currency, at the moment of transaction.
sists of (as applicable): Prices. Payment terms. Pack
style, sizes, volume. Harvest date, pack date, ship date,
arrival date. Liability, insurance, responsibility of risk.
Refunds, credits, rejections.
17 Producers Token — White Paper: Token Generation Event 201811 DIGITAL PLATFORM
OVERVIEW
The digital platform revolution is real, and it is coming to the options from a global network of social lending institutes and
agricultural value chain. consumer-investor peers.
The days of wooing a buyer with a night of dinner and a base- Producers is building two platforms, Producers Market and
ball game to ensure a long term buying relationship are being FarmToken. These platforms are integrated with our digital
replaced with a user friendly digital matchmaking platform com- toolkit and supported by our technology and digital marke-
plete with user ratings and smart contracts. ting divisions.
The days of producers begging banks for loans and sharks of- The entire platform is designed for producer profit maximiza-
fering desperate producers high interest factoring services are tion and value chain empowerment.
being replaced with a network of value aligned fair financing
1. PRODUCERS 2. FARMTOKEN
MARKET
tokenized agriculture
sales and & natural resource
marketing platform asset exchange
18 Producers Token — White Paper: Token Generation Event 201812 PLATFORM FUNCTIONALITY
Producers Token relies on a content that is relevant and
universal funnel system to interesting to our target market
organically drive consumers, customers. Instead of relying
wholesale buyers, and investors on an advertising budgeting,
onto the Producers Market we are providing value to our
and FarmToken platforms. Our community members to create
funnel system is managed by lasting, valuable relationships.
our digital marketing division
which uses data sciences Our funnel ultimately drives
and an in-house production targeted users onto the desired
team to create and curate viral platform.
Resource Earned Social
Pages Media SEO Media Instagram
Blog Platform Expo‘s
Telegram Media Sites
19 Producers Token — White Paper: Token Generation Event 201812 PLATFORM FUNCTIONALITY PRODUCERS IS BUILDING THE WORLD’S LARGEST DIGITAL COMMUNITY OF CONSUMERS ALIGNED TO SUPPORT PRODUCER AND CONSUMER EMPOWERMENT. 20 Producers Token — White Paper: Token Generation Event 2018
12 PLATFORM FUNCTIONALITY
Our central focus on our digital funnel is Instagram. There are
more than 800M people on Instagram, and it is growing. We
connect our digital communities on Instagram, and other so-
cial media communities, with a link from our profiles to our pro-
ducers market platform. The click of this link brings targeted
user onto our platform and also registers with Google’s SEO
system to get us to the top of the google search.
We have invested in leading @ORGANIC @FRUIT
Instagram handles for our
industry to build a multimillion @HEALTHY @VEGGIES
person community of aligned @VEGANS @JUICES
consumers/investors
@SEEDS @GARDENING
@NUTRIENTS
21 Producers Token — White Paper: Token Generation Event 201812 PLATFORM FUNCTIONALITY
Once a user makes it onto our digital platforms they are directed
to either the Producers Market B2B or B2C sales platform or
the FarmToken tokenized asset platform. Producers generates
its profit margin from a .5% smart contract fee on all sales
transactions, and from a 10% ownership stake in all tokenized
assets developed on the FarmToken platform.
User
Tokenizing Products
of Assets
Sales
FarmToken
platform
10% tokenization .5% smart contract value
commission chain contributiuon on
wholesale transaction
Producer
22 Producers Token — White Paper: Token Generation Event 201813 PRODUCERS MARKET
PLATFORM
Producers Market values itself as an extension of the producer. from the physical realm into the digital, and vice versa on an
We represent producers and do business at the lowest possible intimate global scale.
cost with the highest level of transparency, authenticity, and ho-
nesty to our producer member network so as to generate sales It is where the investment into the platform and ecosystem mar-
at every level of the smart value chain. The platform is built on keting tools transform into users, transactions, investments,
proprietary software technology and integrated with our digital revenue and profitability. Producers Market provides the mar-
toolkit and universal funnel to optimize impact. keting credibility and confidence to investors that FarmToken
has a world class marketing partner for the sales of outputs,
Producers Market is the centerpiece of our Producers Token thereby maximizing the investor dividends.
holding company. It is the intersection point between consu-
mers, wholesale buyers, and our producer members. It is whe- Currently, Producers Market operates as a B2B sales genera-
re the smart contracts are created, information is uploaded to ting tool. In the future, Producers Market will become a leading
the distributed ledger, data is collected, and in the future whe- e-commerce platform for organic products, and pioneering phy-
re transactions with digital currency occur. It is the meeting sical retail location concept.
point of energies and exchanges and represents the transition
This is the beta version of our producers market B2B platform. It
is live at producersmarket.com for you to check out.
23 Producers Token — White Paper: Token Generation Event 201813 PRODUCERS MARKET PLATFORM
This is an example of a
producer page for Michoacan
Organics where we provide
video content and information
for consumers and wholesale
buyers to learn more. This
page integrates with social
media and any FarmToken
investment opportunities.
This is the Michoacan
Organics brand that
the Producers team
has developed and
implemented in partner-
ship with Michoacan
Organics. Producers
Token is a minority
partner in the brand.
24 Producers Token — White Paper: Token Generation Event 201813 PRODUCERS MARKET PLATFORM As a use case, we got Michoacan Organics into Whole Foods Market™ and integrated our Producers Market marketing material alongside the Michoacan Organics brand inside a physical Whole Foods Market™ location. 25 Producers Token — White Paper: Token Generation Event 2018
14 PRODUCERS MARKET
PRODUCT LINES
Producers Market manages an in-house Product Lines port- Our in-house Product Line portfolio provides the following ad-
folio that engages directly with consumers both online and in vantages to Producers Market and our members.
stores. Producers Market is building Product Line assets for
fresh wholesale and CPG products for retail sales. Initially, the 1. Increased profit margins on sales.
Producers Market owned Product Lines will only be available for 2. The opportunity to incentivize producer partners with
B2B sales to retailers and distributors. In 2019, we will launch profit-sharing of retail Product Lines.
our e-commerce website to sell frozen and shelf stable branded 3. Product label real estate to communicate brand mess-
products directly to consumers in the United States and Europe. aging ‘on the shelf’.
4. Increased visibility for the Producers Market platform
This vertical integration is attractive to suppliers who would like and Product Lines across non-digital channels.
retail access with their raw materials and packaged products. 5. Leveraging our digital marketing channels to popularize
our Product Lines.
The Producers Market owned Product Lines will transparent- 6. Telling authentic value chain stories to our buyer and
ly share the story of the supply chain and generate additional consumer stakeholders.
profit margins for our producers and their communities, crea- 7. Our team has a proven ability to design, distribute and
ting a win-win situation for both the holding company and our manage leading organic Product Lines for national dis-
producers. tribution in the United States. We have developed the
methodologies, formulas, and have the strategic part-
The Producers Market brand will be used across a diversity of nerships in place to build valuable Product Line assets.
product lines for fresh and processed organic and non-gmo The centerpiece of our brand holding will be the Produ-
conventional food products as well as other healthy lifestyle cers Market Product Lines, which will be complemented
products including bodycare, clothing, aromatics, and herbal by niche targeted Product Lines for food, and healthy
remedies. Producers Market will be the featured brand on the lifestyle product categories.
e-commerce and Instagram platforms, but will also be mar-
keted and distributed across other digital and physical retail In addition to our digital-focused marketing strategy of our Pro-
channels in the United States and internationally. duct Lines, we will use traditional brand distribution forums,
such as the Winter and Summer Fancy Food Show and the
The Producers Product Lines function as a wholesale buyer of Natural Products Expo East and West, to gain access to key
packaged products from our producer member network, with brick and mortar buyers and distributors in the United States
the platform contracting the standard .5% of net sales smart and internationally.
contract fee. For the sales upstream to distributors, retailers,
and direct to consumer a profit sharing program is set up bet- Below is a summary of our current Product Line asset holding,
ween Producers Market and the producer of the product. along with a short description of the brand purpose and vision.
Mock up of Producers Market branded products
26 Producers Token — White Paper: Token Generation Event 201815 PRODUCERS MARKET E-COMMERCE Producers Market is building an organic and natural product online marketplace to sell our Producers’ select goods to consumers in the United States and Europe. We will be selling products under our Producers Market owned Product Lines as well as the brands of our producer members. By first building our B2B platform, our team will be able to access directly a portfolio of vetted producer members for sourcing onto our e-commerce platform. We intend for our marketplace to compete with the likes of Brandless and Amazon.com, but differentiated as a producer direct platform operating on distributed ledgers. 27
16 PRODUCERS MARKET PHYSICAL RETAIL LOCATION CHAIN The final step in our Producers Market vision is to build a physical retail location chain devoted to the sales of our producer member products. In 2020, our team will begin to build our prototype store in the United States. The location will be voted on by Producers Market community members. 28 Producers Token — White Paper: Token Generation Event 2018
17 FARMTOKEN PLATFORM
FarmToken is a platform
for the tokenization of
assets on the distributed
ledger.
It provides global crypto
investors easy access to
vetted agricultural and
natural resource assets.
Producers Token is building the leading platform for the toke- 1. Tokenization of a farm and/or facility asset that is al-
nization and exchange of agricultural and natural resource as- ready in operation.
sets. Producers Token works with its Producers Market mem- 2. Tokenization of a new or expanding farm and/or facility
bers to solicit and vet tokenization opportunities. FarmToken development not currently in operation.
is currently focused on three categories of tokenized assets: 3. Tokenization of a natural resource asset for regenerati-
on and/or conservation.
Operating farm New farm or facility Natural resource
or facility development or regeneration and
expansion conservation
29 Producers Token — White Paper: Token Generation Event 201817 FARMTOKEN PLATFORM
Operating Asset Tokenization
FarmToken partners with 2 Farm is Tokenized
1
operating farm or facility.
Farm operating profits
6
split between farmer
and token holders
Producers Market sells FarmToken operating Individuals invests in
5 4 3
the packed fruit B2B partner harvests and existing farm or facility
packs the fruit operation via FarmToken
New Asset Tokenization
FarmToken partners with Individuals invests in new
1 2 Farm is Tokenized 3
operating farm or facility. farm or facility development
Farm operating profits
7
split between farmer
and token holders
Producers Market sells FarmToken operating Financing used to develop
6 5 4
the packed fruit B2B partner harvests and farm and/or facility
packs the fruit
30 Producers Token — White Paper: Token Generation Event 201817 FARMTOKEN PLATFORM
Natural Resource Tokenization
FarmToken partners with 2 Assets are Tokenized
1
Natural Resource owner
FarmToken for Resource
5
conservation appreciates
(no dividends)
Financing used to Regenerate Individuals invests
4 3
and/or conserve natural resource in the conservation of
property
Once producer opportunities are selected, Producers Market
works with the producer to determine the economic valuation
and tokenholder dividend structure (as applicable) of the asset.
The asset is then tokenized into an exchangeable currency on the
distributed ledger using smart contracts. Global investors will
be able to purchase tokenized assets as FarmTokens and other
marketed tokens on the FarmToken Exchange.
Asset backed token investors can then sell or exchange
their tokens exclusively on the FarmToken exchange. There
will be multiple token pools and token portfolio projects on
the FarmToken tokenized asset platform under two domain
categories: FarmToken.io (liquidity for existing agriculture projects
and financing for new developments) and ResourceToken.io
(conservation and regeneration of natural resource assets).
31 Producers Token — White Paper: Token Generation Event 201818 PRODUCERS COIN – DIGITAL
CURRENCY FOR UTILITY TRANSACTION
Producers Token is in the process of building
its utility currency, Producers Coin, which will
function on the Producers Market platform for
monetary transactions between buyers, sellers,
and service providers. Below is a summary of the
Producers Coin vision and concept.
Producer Buyer
Producers Coin
Producers Coin is a cryptocurrency designed for the industry 1. Low transaction fees on value chain transactions.
use to achieve greater levels of monetary transactional effi- 2. Immediate receipt of funds.
ciency, transparency and profitability for producers and other 3. Minimal price fluctuations from the time the contract
stakeholders on the agricultural value chain. is executed, payment is made, and fiat money or digital
currency is received.
The stated objectives of the Producers Coin utility currency are 4. Generation of Producers Coins using Proof of Produc-
to achieve the following: tion Smart Contracts.
5. Tangible value backing to the Producers Coin.
32 Producers Token — White Paper: Token Generation Event 201818 PRODUCERS COIN – DIGITAL CURRENCY FOR UTILITY TRANSACTION Producers Coin is innovating to align with the essence of digital currency technology: supporting decentralized economies that remove inefficiencies and supports the profitability of the user - in our case farmers and agricultural producers. In the future, we intend to transition the Producers Coin utility to be backed by the assets of Producers Token’s FarmToken platform. The FarmToken fund will consist of agriculture value chain assets (natural resources, farms, processing and packing facilities, brands). We are working to build a digital currency that is supported by agricultural assets to provide greater price stability, credibility and alignment to the agricultural value chain and Producers Market network. Producers Coin will use the cryptotechnology and distributed ledger system of Holochain. Producers Token has chosen to partner with Holochain due to a strong alignment of values, in- tegrity and vision around building an agent-centric architecture that supports farmers transactional needs. Holochain architecture foregoes forced consensus of the ent- ire network to enable peer-to-peer transactions at unbounded speeds and introduces a cryptographi-cally-secure mutual credit accounting system. This accounting system creates a method where every transaction that occurs on the network is counter- signed on the local chains of both counterparties. The model that Holochain presents can facilitate a global-scale agricultural marketplace because it addresses the well-docu- mented problems of scalability inherent in distributed ledger systems and empowers agricultural stakeholders with control over the data relevant to their transactions on the network. The mutual credit-accounting system that Holochain presents allows for the creation of cryptocurrencies that are backed by real assets. As it stands, cryptocurrencies today are highly vo- latile, making them unviable for facilitating a market-exchange of agricultural goods. 33 Producers Token — White Paper: Token Generation Event 2018
19 INCENTIVIZE PLATFORM
USE
Smart Contract Platform Usage ECI Sustainability
Milestones Lottery, Producers Rating bonus
AirDrop
20% of all Producers Token equity is being reserved for producer
members and will be distributed in the following ways:
Producers Token is designed as an incentivized platform for opportunity as the larger, more capitalized member to gain to-
industry use by producers. kens via the AirDrop.
Our founding team has dedicated 20% of all Producers Tokens Producers Token is developing an additional loyalty reward
to be rewarded to producer members over a 10 year period. token or coin bonus structure to incentivize sustainability as
part of the smart contract rating system. The vision is for re-
During Q2 and Q3 2018, the Producers team will be developing gistered producers on the Producers Market platform to enga-
the algorithm for the smart contract milestone bonuses, as well ge in the Externality Correction Incentive Bonus (“ECI”) third
as the Platform Usage Lottery, aka the Producers AirDrop. The party inspection and rating. The ECI is an algorithm to correct
first reward is designed for the volume of smart contracts exe- production cost externalities in the supply chain through a re-
cuted. As such, it will favor the producers that are more hea- warding process that provides additional tokens based on the
vily integrated into our platforms and a volume level. The se- extent that actions offset negative externalities. Launching in
cond bonus, the Producers AirDrop is designed to implement Q1 2019, the ECI will enhance profitability on transactions for
an even playing field for producers of all sizes to gain equity those aligned with sustainability.
into the platform. Thus, the small farmer will have the same
34 Producers Token — White Paper: Token Generation Event 201820 PRODUCERS ROADMAP
Our team has developed
an eight step strategy for
the implementation of our
corporate vision. STEP 1
Producers Market
B2B sales platform
STEP 2
Integration of smart
contracts to our platform
transactions
STEP 3
Reward and incentivize
producer members with
Producers Tokens
STEP 4
Build a multimillion person
digital community of aligned
consumers, investors
STEP 5
Launch the ECI loyalty
token bonus
STEP 6
Launch the FarmToken
asset-backed agricultural
token platform
STEP 7
Launch the Producers
Market brands and B2C
e-commerce platform
STEP 8
Build the Producers Market
prototype physical retail
location in the United States
35 Producers Token — White Paper: Token Generation Event 201821 M ANAGEMENT TEAM AND ADVISORS Producers Token has assembled a diverse team of professionals across the Americas driven to achieve our corporate vision. The team works together without strict silos to enable the free flow of communication and collaboration across the venture holding. The team is defined by a vision to disrupt an archaic agriculture sector and an enthusiasm to create innovative platforms, systems and technologies to empower producers. We are united in our efforts to build products and projects that have the greatest possible economic and social impact for producers and consumers globally. Instead of "technology chasing a problem", Producers Token is built on the work of long-standing operators and innovators in the global food industry. All the technology being developed is practical, relevant, and valuable for suppliers and buyers in the industry. Keith Agoada Dermot Doherty Co-Founder and Executive Director: Keith has worked in the Co-Founder and CTO: Dermot has spent the previous 20 years supply side of the agricultural industry for the past decade. He building proprietary digital platforms and systems which are started as the founder of the commercial urban agriculture firm, being transmuted to form the Producers Market system. He is Sky Vegetables, and has spent the last four years in internatio- most notably a JavaScript programming expert and enthusiast. nal procurement development roles for UNFI, Global Organics, In the early 2000’s, Dermot served as a software programming and Veg Fresh Farms. Keith speaks four languages: English, educator at UC Berkeley and has since consulted on the de- Spanish, Producer, and Buyer. He maintains on-the-ground re- velopment of numerous websites, applications, software and lationships with leading growers and packers in Mexico, C osta databasing solutions for both private and public facing enter- Rica, Colombia, Panama, Argentina, Nicaragua, Bolivia and Peru. prises. Dermot brings extensive experience, leadership, and Keith’s passion for supporting producers is the initial inspira- guidance in the technology space to the company’s founding tion behind the Producers Market platform. executive team. 36 Producers Token — White Paper: Token Generation Event 2018
21 MANAGEMENT TEAM AND ADVISORS Jeff Silver Daniel Martin CFO: Jeff has nearly thirty years of corporate finance, invest- COO: Daniel Martin has spent his working life in finance, operati- ment banking, merchant banking, consulting, and executive ons and business development roles throughout the US and Latin management experience. Jeff is the Managing Partner of Rid- America. After graduating with a dual MBA & Master of G lobal geline Partners, a merchant banking firm that assists emer- Managment from The University of Houston & Thunderbird ging growth companies with acting CFO, corporate finance, and School of Global Management, Daniel worked as a proposals business development activities. Jeff has been involved in over manager for Kellogg Brown & Root (KBR) where he provided fifty closed corporate finance transactions with an aggregate financial oversight on many international engineering projects deal size exceeding $10 billion with firms including: Millennium totaling billions of dollars in costs. Daniel then relocated to Capital, Merrill Lynch, Montgomery Securities, and Roth Capital Panama and joined CBRE, the world’s largest real estate broke- Partners; as well as serving as the founding executive of an rage firm. As senior consultant, Daniel was exposed to several Internet 1.0 business-to-consumer technology start-up. Prior large agricultural transactions and, as a result, decided to pur- to business school, Jeff was a Manager at Peterson Consul- sue sustainable agricultural trade. His initial agricultural ven- ting, a forensic accounting and litigation support firm. Jeff gra- ture included a high-pressure processing facility in Guatemala duated with honors with an MBA from UCLA Anderson School that was acquired in 2017. of Management and a BBA from the University of San Diego. Colin Stewart Eddy Hueso Director of Ledger Technologies: Colin is an agriculturalist and Product Manager: Eddy is the Chief Product Officer of Produ- software engineer with expertise in distributed ledger technolo- cers Market. He has been building digital technologies since gies. Before Producers Market, Colin founded a company that he was in middle school, from software used to produce the developed a technology platform with the purpose of directly visual effects in Star Wars to mobile applications to help ma- connecting buyers and sellers of organic grains in the United nage the sustainable forests of Guatemala. Eddy is a nature States. Colin is responsible for developing strategic macro le- enthusiast passionate about finding technology interventions vel technology partnerships and leading the internal decision to social and environmental problems (which he believes to be making process having to do with a cross blend of agricultural, one and the same). Eddy is responsible for the definition, design ecological, and distributed ledger technological implications. and evolution of the Producers Market digital technologies. 37 Producers Token — White Paper: Token Generation Event 2018
21 MANAGEMENT TEAM AND ADVISORS
Jacqueline Evanoff Dr. Aris LaTham
Humanitarian Alliances: Jacqueline Evanoff is the Director of Global Ambassador: Dr. Aris is a world renowned Master Raw
Humanitarian Alliances for Producers Market as well as co-foun- Food Chef and Educator. The 2004 Oxford Encyclopedia of Food
der and director of humanitarian technology development for and Drink in America acclaims, '…the raw food movement owes
Tachyon Aerospace, a member of the ISA network. She has much to Aris LaTham, a native of Panama, he is considered to
dedicated her life to collecting people, innovations, and sys- be the father of gourmet ethical raw foods cuisine in America.”
tems that weave seamlessly into both Producers Market and Dr. Aris debuted his raw food creations in 1979, when he star-
Tachyon humanitarian technology developments. Jacqueline ted Sunfired Foods, a live food company in Harlem, New York.
is well studied in the fields of biomimicry, cymatics, toroidal In the years since he has trained thousands of raw food chefs
physics and systems optimization, and she brings three deca- and added innumerable recipes to his repertoire.
des work experience in security, investigation, media creation,
celebrity events, and marketing throughout over 14 countries. Dr. Aris is self-learned in the Culinary Arts and Sciences through
his private ten thousand volume library collection. He has been
Past clients and contacts of Jacqueline include: The United a vegetarian for 40 years and a living-'raw' foodist for the past
Nations, The Woman’s Global Peace Initiative, The Academy of 33 years. He was voted one of the top vegetarian chefs in the
Motion Picture Arts and Sciences, The Sharon Osbourne Foun- USA by Vegetarian Times Magazine. He has also been featu-
dation, The Elton John Foundation, The David Lynch Founda- red in: Essence, Jamaican Eats, Vegetarian Gourmet, Health
tion, The Nelson Mandela Foundation, His Holiness The Dalai Quest, Upscale, UK's Balance, and Japan's Tarzan Fitness, The
Lama’s Art Initiative, The History Channel, and The Vatican. Washington Post, Harlem's Amsterdam News, and Jamaica's
Jacqueline is inspired by the work of Dr. Richard Buckminster Gleaner and Observer. In his former years, Dr. Aris was a po-
Fuller, Jacques Fresco, Jim Channon, Steve Jobs, Paul G.Allen, lyglot scholar and received degrees Linguistics and Bilingual
and Robert O’ Keeffe. Education. As Global Ambassador, Dr. Aris will be educating
and promoting healthy lifestyles on behalf of Producers Market.
38 Producers Token — White Paper: Token Generation Event 201821 MANAGEMENT TEAM AND ADVISORS Max Cooper Alex Karzag Network Relations: Max Cooper has spent his professional Project Manager: Alex has been working in project and product career developing and managing sustainable off-the-grid management with virtual technology teams around the globe communities in Panama and Hawaii with a focus on organic for over a decade. A believer of right livelihood, decentralization agriculture educational programs for college students. Max is and a regenerative lifestyle, Alex’s positive energy and exceptio- also an early stage cryptocurrency investor and enthusiast who nal organizational skills drive technology product development, provides valuable market insight to the company and investor keep company goals at the forefront and maximize efficiency community. At Producers Market, Max is responsible for trave- across the Producers ecosystem. He is also a co-founder of ling throughout the Americas to communicate the company vi- the Pebble freelancer network and is developing a co-working sion and operational framework to investors and producers alike. network in San Miguel de Allende, Mexico. David Green Diego Bodart Manager of Customer Relations: David is responsible for mana- Software Engineer: Diego is a natural born design thinker and ging and facilitating the Producers Market onboarding system. technologist with a passion for decentralization and leveling the After beginning his career as a mechanical engineer, David left wealth gap. Diego is multilingual and multifaceted, born into a the corporate office and worked as a science technician, ship’s Latin American agricultural family on his maternal side and a engineer, naturalist and educator, often in remote corners of Swiss-Belgian banking family on his paternal side. With a back- the world. Along the way, he discovered that his highest inter- ground in Computer Science, Design and Philosophy, Diego uses ests lie in regenerative systems, human potential and social his skills and frame of thinking to improve upon the Producers justice. He soon transitioned over to sustainable agricultural ecosystem. He is responsible for managing the digital content trade where he has been working for the past decade. Most creation team in Panama and overseeing the overall aesthetic recently, David collaborated to create the Michoacan Organics and software design implementations of the company. brand, where he managed the logistics, sales and producer ex- perience to help sell millions of dollars of organic avocados into the United States. 39 Producers Token — White Paper: Token Generation Event 2018
21 MANAGEMENT TEAM AND ADVISORS Leonel Chavez Susan “Sun” Paulson Producer Relations and Sourcing: Leonel is a pioneering organic Business Development: Sun is an admired organic lifestyle avocado farmer from Michoacan, M exico. He has been a certi- consultant, ecosystem conservationist, as well as a gem and fied organic farmer for over 15 years and has been pushing the flower expert. Her knowledge of permaculture, cacao proces- envelope on organic and biodynamic practices in Mexico. He sing, and her connections to organic producers and brands is known in Latin American agriculture communities as a ‘re- both in Hawaii and California provides an ideal background bel’, having organized farmers and workshops across Mexico for supporting Producers Market business development and and elsewhere in Latin America. He has done much to help to alliance initiatives. convert conventional farms to organic, as well as promoting ecological best-practices in general. Leonel maintains strong relationships with farmers across Latin America, and is in char- ge of integrating Latin American suppliers into the Producers Market platform. 40 Producers Token — White Paper: Token Generation Event 2018
21 MANAGEMENT TEAM AND ADVISORS Strategic Advisors Zachery Ty Bryan Randy Cancellieri Founding Investment Partner: Zachery Ty Bryan is one of the Founding Investment Partner: Randy is a General Partner at early bitcoin adopters and has since invested in many other Veg Fresh Farms. Veg Fresh Farms is a leader in the fresh pro- cryptocurrencies. Bryan is a core investor in Decentric Media, duce packing and distribution in the western United States. a disruptive financial news, cultural and entertainment media Food service clients include, In N Out, Carl's Jr., Del Taco, Jack company supporting Blockchain & Crypto market professionals In The Box, El Pollo Loco, Arby's & Five Guys. Retailers include, by delivering seminal industry information. Most recently, Bryan Costco, Walmart, Trader Joe's, Sprouts, A lbertsons, Safeway, is strategically advising crypto and blockchain companies which Kroger & Whole Foods Randy is a 25 year veteran in produce include Producers Token, leading the agricultural value chain distribution and transportation. He is the founder of both R.C. onto blockchain by building the worlds most powerful digital Trucking and RDL Express. At Producers Token, Randy is stra- community of farmers and consumers – as well as Mantle Glo- tegically advising on Logistics and Distribution operations. bal, a distributed peer-to-peer cloud network without building or maintaining centralized data centers. Zachery Ty Bryan is an actor and movie producer; he began his entertainment career early as a series regular on the ABC hit sitcom “Home Improvement.” As Bryan transitioned from accomplished child actor into teen and adult roles, his career flourished with stints on many other iconic TV series a film fran- chises. Notably, he financed & produced BITxBIT - In BitCoin we trust which is set to premier late 2018. Currently Bryan works full time with his production company, Lost Lane Entertainment. 41 Producers Token — White Paper: Token Generation Event 2018
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