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eFoodSatfety (OTC BB: EFSF): Trying to Earn Your Respect

Maybe this company is not moving foward fast as you would like, but EFSF is trying to do it right. I don't know if I would call it "hate mail"- it's more like "impatient mail", or "disatisfied mail". In short, I get more mail on EFSF and the company's perceived lack of progress than any other situation I follow.

As I have pointed out in the past, EFSF has an unusually loyal shareholder base, but as some of you have pointed out of late, long term shareholders are becoming impatient with the perceived shortage of previously promised product roll outs- Cinnechol and PurEffect come right to mind.

Last week EFSF announced the introduction of its surprise product for Fall- the Immune Boost Energy Bar- I got lots of notes from investors expressing interest in the product, but disappointment at the perceived lack of a marketing plan.

One week later EFSF delivers you the 411 on the planned roll out of the product- and it's blockbuster.

Early today EFSF announced it was teaming up with CPG Focus Consulting to "lead" the commercial introduction of the Immune Boost Bar. CPG is not a household name, and I have never heard of the company.

Nonetheless, CPG has been the driving marketing force behind a number of products we are all familiar with- Here's some examples: PowerBar, Birdseye, Stouffer, Toll House, Edge, and Windex. Wow.

Let's dig a little deeper- I like what I've seen so far, but I love the commentary from CPG Focus Consulting CFO Kristy Seaton: “Based on our experience from our many years within the nutritional bar industry, we believe we can generate at least $5 million in revenue the first year and the upside from there will be tremendous. We have been involved with other bar brands that now generate in excess of $100 million per year in revenue and we believe this product brand has similar potential.”

In short, EFSF might have been a little slow for a while, but teaming up with CPG to market the Immune Boost Bars seems worth the wait. Slowly but surely, EFSF is making the right moves to earn sharehlder loyalty back. The next step will be learning where and how the consumer can buy the product.

Technically, here's what can be said about the stock. It may be obvious, but it's very positive. After several months of very poor performance, EFSF has now stopped going down. Big deal? Hardly- it's a very good sign. You have to stop stumbling before you can walk upright, then run.

Clearly this stock has not proven it's ready to run again, but it has certainly stopped stumbling and is regaining its balance. It shows signs of being ready to run with a recent blip above the downtrend line, and there is support that has developed since the first week of October.

I don't know if today's news will get the stock moving again, but if the company continues to deliver this kind of news, EFSF will earn your loyalty and respect once again, and the stock will start behaving much better. The turnaround is in place, and it's starting to behave a lot better. The stock is still on sale. 40% off the previous retail price is probably a heck of a bargain.

To learn more about the Immune Boost Bar go to the web site found at www.immuneboost.com. Go to site, order the product, and decide for yourself if you like it.

Here's a very good read. Check out today's press release. For your review:
 

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