1. Strictly Private & Confidential © Amárach Consulting, 2007 1 Advertising and Corporate Image Tracking Research Wave 8 Island of Ireland Prepared by Amárach Consulting March 2007

2. Strictly Private & Confidential © Amárach Consulting, 2007 2 Always take a good look at what you're about to eat. It's not so important to know what it is, but it's critical to know what it was. - Unknown

3. Strictly Private & Confidential © Amárach Consulting, 2007 3 Project Approach

4. Strictly Private & Confidential © Amárach Consulting, 2007 4 Wave 8 – Methodology Overview Total Number of Interviews (IOI -814 ST 8) (ROI - 510 ST 8) (NI – 300 ST 8) Sample- Nationally representative - Adults aged 15-74 Fieldwork- In-home face to face interviews - 52 sampling points in ROI & - 50 sampling points in NI RoI NI Benchmark – Jan 2003 ST1 - May 2003 ST2 – January 2004 ST3 – June 2004 ST4 – January 2005 ST 5a – June 2005 ST 5b – July 2005 ST 6 - January 2006 ST 7 - June 2006 ST 8 – January 2007

5. Strictly Private & Confidential © Amárach Consulting, 2007 5 Environmental Changes in the last 6 months Factors Increase in the numbers buying organic produce, particularly among those with children. One in two Irish grocery shoppers claim to buy Fairtrade products As much as 50% of the average grocery shop can be premium products. safefood communications Superfoods campaign on the nutritional value of everyday foods is launched. Continual promotion of Hand Washing and Christmas Bird Campaigns. Focus on Health and Nutrition. The Irish Consumer

6. Strictly Private & Confidential © Amárach Consulting, 2007 6 Section 1: Spontaneous Awareness & Associations Superfood Awareness Banana Campaign Pea Campaign Wholegrain Campaign Meat Campaign Hand Washing Campaign Section 3: PR Evaluation Section 9: Awareness of safefood Section 2: Advertising & Effectiveness Section 4: Food Safety & Healthiness Christmas Bird Campaign Section 5: Complaint Handling Section 6: Nutrition Section 8: Dairy – Consumption & Concerns Section 7: Processed Meats

7. Strictly Private & Confidential © Amárach Consulting, 2007 7 Findings

8. Strictly Private & Confidential © Amárach Consulting, 2007 8 Spontaneous Awareness & Associations

9. Strictly Private & Confidential © Amárach Consulting, 2007 9 Total Spontaneous Awareness-Food Safety Base: All Respondents N= 814

10. Strictly Private & Confidential © Amárach Consulting, 2007 10 Spontaneous Association-Food Safety Base: All Respondents N= 814

11. Strictly Private & Confidential © Amárach Consulting, 2007 11 Spontaneous Association-Healthy Eating Base: All Respondents N= 814

12. Strictly Private & Confidential © Amárach Consulting, 2007 12 Company Most Associated with Promotion of Food Safety Base: All Respondents N= 814 Q.3a What ONE organisation / company or otherwise would you most associate with the promotion of Food Safety? DO NOT PROMPT, SINGLE CODE RESPONSE

13. Strictly Private & Confidential © Amárach Consulting, 2007 13 Company Most Associated with Promotion of Healthy Eating Base: All Respondents N= 814 Q.3b What ONE organisation / company or otherwise would you most associate with the promotion of Healthy Eating? DO NOT PROMPT, SINGLE CODE RESPONSE

14. Strictly Private & Confidential © Amárach Consulting, 2007 14 Advertising & Effectiveness

15. Strictly Private & Confidential © Amárach Consulting, 2007 15 Recall of Advertising & Awareness of Food Safety & Healthy Eating Base: All Respondents N= 814 ST6 ST 7 ST8

16. Strictly Private & Confidential © Amárach Consulting, 2007 16 Awareness of TV Superfoods Base: All Respondents N= 814 ST6 ST 7 ST8 Measured against previous safefood campaigns

17. Strictly Private & Confidential © Amárach Consulting, 2007 17 Media Vehicle Recall for Superfoods Base: All that Recalled Superfoods Campaign N= 194

18. Strictly Private & Confidential © Amárach Consulting, 2007 18 Healthy eating Importance of a healthy diet Eat lots of fruit Eat lots of vegetables Superfoods are good for you Food safety Eat your five portions per day Concern for quality food None Other Dont Know Main Message Communicated by the Superfood Campaign Base: All that Recalled Superfoods Campaign N= 194

19. Strictly Private & Confidential © Amárach Consulting, 2007 19 Rating of Superfoods Campaign Base: All that Recalled Superfoods Campaign N=194 Those who believe the Superfood Campaigns were good/very good at the following IOI Getting the point across in a clear way78% Delivering a message of relevance to you91% Making you aware of the nutritional value of ordinary foods84% Encouraging you to eat more healthy foods80% Informing you about the potential long-term effects of not eating enough healthy foods 75% Being hard-hitting72% Telling you something you didnt already know71% Making you think more about the nutritional value of the foods you eat81%

20. Strictly Private & Confidential © Amárach Consulting, 2007 20 Behavioural Impact of Superfoods Campaign Base: All that Recalled Superfoods Campaign N=194 They (the campaign messages and ads) have made me think more about the benefits of everyday food as a result of the campaign 39% have already changed their behaviour 38% plan to change their behaviour 9% plan to find out more about this issue in the near future 9% say that it is unlikely they will look into it any further

21. Strictly Private & Confidential © Amárach Consulting, 2007 21 Foods that help make you healthier Foods that are packed with nutrients Foods that help fight disease Foods that help fight Cancer Foods that make you super fit Functional foods Foods that make you look younger Other Nothing Cant Remember Dont Know Meaning of Superfood Base: All Respondents N = 814

22. Strictly Private & Confidential © Amárach Consulting, 2007 22 Banana Campaign

23. Strictly Private & Confidential © Amárach Consulting, 2007 23 Recall of Banana Campaign Base: All Respondents N=412 Yes No Base: Those Who Recalled Campaign N = 106 ST8 Bananas are good for you Bananas are a healthy food Importance of eating fruits in our diet Bananas contain potassium Eat more fruit Bananas are nutritional Fruits help to control blood pressure None Other Dont Know

24. Strictly Private & Confidential © Amárach Consulting, 2007 24 Really capturing your interest Delivering a message of relevance to you Telling you something you didnt already know Getting the point across in a clear way Being hard hitting Rating of Banana Campaign Base: Those that Recalled Campaign N = 106

25. Strictly Private & Confidential © Amárach Consulting, 2007 25 35% made them think about fruit in their diet and I eat more fruit as a result. 23% made them think about fruit in their diet and I plan to eat more fruit as a result. 13% made them think more about bananas in their diet and I eat more as a result of the ad. 10% made them think more about bananas in their diet and I plan to eat more as a result of the ad. 7% made them think about fruit in their diet and I plan to find out more about eating fruit in the near future. 6% didnt impact them in any way. Behavioural Impact of Banana Campaign Base: Those that Recalled Campaign N = 106

26. Strictly Private & Confidential © Amárach Consulting, 2007 26 Pea Campaign

27. Strictly Private & Confidential © Amárach Consulting, 2007 27 Recall of Pea Campaign Base: All Respondents N=402

28. Strictly Private & Confidential © Amárach Consulting, 2007 28 Vegetables are good for you Peas are good for you Eat more vegetables Vegetables are healthy Vegetables are packed full of goodness Peas contain anti-oxidants Vegetables are full of nutrition Vegetables are good for your immune system Vegetables prevent Cancer None Other Dont Know Main Message Communicated by Pea Campaign Base: Those that Recalled Campaign N = 60

29. Strictly Private & Confidential © Amárach Consulting, 2007 29 Really capturing your interest Delivering a message of relevance to you Telling you something you didnt already know Getting the point across in a clear way Being hard hitting Rating of Pea Campaign Base: Those that Recalled Campaign N = 60

30. Strictly Private & Confidential © Amárach Consulting, 2007 30 Behavioural Impact of Pea Campaign Base: Those that Recalled Campaign N = 60 36% think about vegetables in their diet and they eat more vegetables as a result of the ad. 17% are thinking about vegetables in their diet and they plan to eat more vegetables as a result of the ad. 16% think about eating peas and are eating more peas as a result fo the ad. 14% think about vegetables in their diet and plan to find out more about eating vegetables in the near future. 4% thinking about eating peas and plan to eat more peas as a result of the ad. 8% were not impacted in any way.

31. Strictly Private & Confidential © Amárach Consulting, 2007 31 Wholegrain Campaign

32. Strictly Private & Confidential © Amárach Consulting, 2007 32 Recall of Wholegrain Campaign Base: All Respondents N=412 YESNO

33. Strictly Private & Confidential © Amárach Consulting, 2007 33 Its important to have wholegrain food in your diet Wholegrain food is good for your health Wholegrain food is good for you Wholegrain food is good for your digestive system Wholegrain food is a source of fibre Eat wholegrain food for roughage None Other Dont Know Main Message Communicated by Wholegrain Campaign Base: Those that Recalled Campaign N = 83

34. Strictly Private & Confidential © Amárach Consulting, 2007 34 Getting the point across in a clear way Really Capturing your interest Delivering a message of relevance to you Being hard hitting Telling you something you didnt already know Rating of Wholegrain Campaign Base: Those that Recalled Campaign N = 83

35. Strictly Private & Confidential © Amárach Consulting, 2007 35 Behavioural Impact of Wholegrain Campaign Base: Those that Recalled Campaign N = 83 38% Think more about wholegrain foods in their diet and are eating more wholegrain foods as a result of the ad. 32% Think more about wholegrain foods and plan on eating more wholegrain foods as a result. 11% Think more about eating wholegrain bread and are eating more as a result. 4% Think more about eating wholegrain bread and plan to eat more as a result. 6% Were not impacted in any way. 8% Dont Know

36. Strictly Private & Confidential © Amárach Consulting, 2007 36 Meat Campaign

37. Strictly Private & Confidential © Amárach Consulting, 2007 37 Recall of Meat Campaign Base: All Respondents N= 402 YESNO

38. Strictly Private & Confidential © Amárach Consulting, 2007 38 Meat is good for you Lean meat is healthy Eat less processed meat Lean meat is good for your heart Lean meat is full of iron Lean meat is low in salt None Other Dont Know Main Message Communicated by Meat Campaign Base: Those that Recalled Campaign N = 55

39. Strictly Private & Confidential © Amárach Consulting, 2007 39 Getting the point across in a clear way Really Capturing your interest Delivering a message of Relevance to you Being hard hitting Telling you something you didnt know already Rating of Meat Campaign Base: Those that Recalled Campaign N = 55

40. Strictly Private & Confidential © Amárach Consulting, 2007 40 Behavioural Impact of Meat Campaign Base: Those that Recalled Campaign N = 55 40% Think more about processed meats and are eating more lean meats as a result of the ad. 26% Think more about eating lean meat and are eating more as a result. 18% Think more about processed meats and plan on eating more lean meats as a result. 4% Think more about processed meats and plan to find out more about lean meats in the near future. 3% Think more about eating lean meats and plan to eat more as a result. 2% were not impacted in any way. 7% Dont know

41. Strictly Private & Confidential © Amárach Consulting, 2007 41 Hand Washing Campaign

42. Strictly Private & Confidential © Amárach Consulting, 2007 42 Recall of Hand Washing Campaign Base: All Respondents N= 814 Yes No ST8 Message Recalled N=339 Wash your hands before handling foods Wash and dry your hands thoroughly By washing your hands properly, you are stopping the spread of germs The importance of washing your hands Wash your hands Hand washing is important in relation to food hygiene Dangers of food poisoning Wash your hands before eating your food None Other Dont Know

43. Strictly Private & Confidential © Amárach Consulting, 2007 43 Really Capturing your interest Delivering a message of relevance to you Telling you something you didnt know already Getting the point across in a clear way Being hard hitting Rating of Hand Washing Campaign Base: Those that Recalled Campaign N = 339

44. Strictly Private & Confidential © Amárach Consulting, 2007 44 Behavioural Impact of Hand Washing Campaign Base: Those that Recalled Campaign N = 339 57% Think more about how to wash their hands properly and now fully wash and dry them as a result of the ad. 27% Think more about how to wash their hands properly and plan on fully washing and drying them as a result. 4% Think more about how to wash their hands properly and plan to find out more about this issue in the future. 7% were not impacted by the ad in any way. 4% Dont know

45. Strictly Private & Confidential © Amárach Consulting, 2007 45 Christmas Bird Campaign

46. Strictly Private & Confidential © Amárach Consulting, 2007 46 Recall of Christmas Bird Campaign Base: All Respondents N= 814 Yes No ST8 ST6

47. Strictly Private & Confidential © Amárach Consulting, 2007 47 Recall of Christmas Bird Campaign Base: All Who Recalled the Campaign N=404 Do not wash poultry, its safer Cook turkey well Do not spread germs and infections in the kitchen Cooking kills germs Be careful with food preparation Wash hands before and after poultry preparation Other ST8 ST6

48. Strictly Private & Confidential © Amárach Consulting, 2007 48 Really Capturing your interest Delivering a message of relevance to you Telling you something you didnt know already Getting the point across in a clear way Being hard hitting Rating of Christmas Bird Campaign Base: Those that Recalled Campaign N = 404 ST8 ST6

49. Strictly Private & Confidential © Amárach Consulting, 2007 49 Behavioural Impact of Christmas Bird Campaign Base: Those that Recalled Campaign N = 404 43% Think more about washing poultry and have stopped washing poultry as a result of the ad. 30% Think more about washing poultry and plan to stop washing poultry as a result. 8% Think about washing poultry and plan to find out more about this issue in the near future. 15% were not impacted in any way. 4% Dont know NB Not asked on safetrak 6

50. Strictly Private & Confidential © Amárach Consulting, 2007 50 PR Evaluation

51. Strictly Private & Confidential © Amárach Consulting, 2007 51 Awareness of Superfoods Campaign Base: All Respondents N = 814 Yes No Spontaneous Prompted

52. Strictly Private & Confidential © Amárach Consulting, 2007 52 Awareness of Superfoods PR Base: All Respondents N = 814 Superfoods are important for good health Eat more fruit Fruits are very good for diet Eat more vegetables Potassium in bananas Fibre low in fat Nutritional Food poisoning Food handling None Other Dont Know Main Message Recalled N = 123

53. Strictly Private & Confidential © Amárach Consulting, 2007 53 Awareness of Christmas Bird PR Base: All Respondents N = 814 Yes No Christmas Bird Campaign ST 8 Christmas Bird Campaign ST 6

54. Strictly Private & Confidential © Amárach Consulting, 2007 54 Awareness of Christmas Bird PR Base: All Who Recalled the Message N=356 You spread germs by washing the turkey – dont wash your bird Cook turkey well New ideas to reduce bacteria in your kitchen Be careful with food preparation and cooking How to avoid food poisoning Germs passed on freely in the kitchen Helpful advice on cooking turkeys A safer way to handle food Always wash your hands before food preparation Other ST8 ST6

55. Strictly Private & Confidential © Amárach Consulting, 2007 55 Food Safety & Healthiness

56. Strictly Private & Confidential © Amárach Consulting, 2007 56 Level of concern about Food Safety Issues Base: All Respondents N = 814 Very Concerned Concerned Neither Unconcerned Very unconcerned Dont Know

57. Strictly Private & Confidential © Amárach Consulting, 2007 57 Food Poisoning (Salmonella, listeria, E.Coli) Food not cooked thoroughly Date marks, best before dates, freshness Country of Origin/Foreign Goods/Ensure its Irish Handling/Cross Contamination Additives/E-Numbers/Dyes/Pesticides Hygiene around food Fat Content/Fatty acids/Saturated fat Salt Content Chicken/Pork Preparation Red Meat/BSE Salmonella/Eggs Ensuring balanced/Healthy Diet Other None Dont Know Main Issue of Concern in Relation to Food Safety Base: All Respondents N = 814

58. Strictly Private & Confidential © Amárach Consulting, 2007 58 Level of Concern Regarding Healthy Eating Base: All Respondents N = 814 Very Concerned Concerned Neither Unconcerned Not Concerned at All %

59. Strictly Private & Confidential © Amárach Consulting, 2007 59 Attitudes to Healthy Eating Base: All Respondents N = 814 I often get confused by the many different messages about healthy eating Over the past 6 months I have become more aware of healthy eating issues Agreement ST 7 ST 6 ST 7 ST 6 ST 8

60. Strictly Private & Confidential © Amárach Consulting, 2007 60 Fat in food/Fat content/Saturated fat/Trans fat Preservatives/Additives/Colouring Salt Cholesterol/Blood pressure/Heart disease Sugar intake Variety in diet Vitamins and Minerals Fruit/Veg Fibre Wholegrain Diabetes Other None Main Issue of Concern in Relation to Healthy Eating Base: All Respondents N = 814

61. Strictly Private & Confidential © Amárach Consulting, 2007 61 Complaint Handling

62. Strictly Private & Confidential © Amárach Consulting, 2007 62 Incidence of Making a Complaint about hygiene Base: All Respondents N = 814 Yes No – I had reason to complain but didnt No – I had no reason to complain ST6 ST8

63. Strictly Private & Confidential © Amárach Consulting, 2007 63 Incidence of Making a Complaint about hygiene Base: All Who Complained N=71 The manager A member of the staff The Owner Other ST8 ST6

64. Strictly Private & Confidential © Amárach Consulting, 2007 64 The food was unsuitable to be eaten, i.e. gone off The food was cold (should have been hot) The quality of food was poor Food hygiene standards were poor in the supermarket, shop, hotel, restaurant or bar The food was past its use by date The food contained a foreign body e.g. insect, metal or glass The labelling on the food was inaccurate/inadequate Undercooked Other Nature of the Complaint Base: All Who Complained N = 71

65. Strictly Private & Confidential © Amárach Consulting, 2007 65 Incidence of Being Satisfied with Outcome of Complaint Base: All Made Complaint about Food N=71 Yes No ST8 ST6

66. Strictly Private & Confidential © Amárach Consulting, 2007 66 Did not want the hassle of having to make a complaint Didnt have time to make a complaint Was afraid to complain Did not want to get anyone in trouble by making a complaint Didnt see the point in complaining Other Dont Know Rationale for Not Complaining Base: All Who had Reason to Complain but Chose Not to N = 44

67. Strictly Private & Confidential © Amárach Consulting, 2007 67 Incidence of Returning to the Outlet Base: All Who had Reason to Complain, Whether did so or not N=115 Yes No Not Stated

68. Strictly Private & Confidential © Amárach Consulting, 2007 68 Nutrition

69. Strictly Private & Confidential © Amárach Consulting, 2007 69 Incidence of Eating Wholegrain Foods Base: All Respondents N = 814 Dont like the taste of it Its difficult to identify wholegrain foods in the supermarket Too costly There are no benefits to eating wholegrain foods I am on a gluten free diet Dont eat it for diet reasons Seeds stick in my throat Too dry Other Dont Know Yes No Rationale for not eating Wholegrain foods N = 92 ST8

70. Strictly Private & Confidential © Amárach Consulting, 2007 70 Wholegrain Breakfast Cereal (Branflakes, All Bran, Weetabix) Brown Bread Wholegrain Bread (Wholemeal) Porridge Brown Rice/Pasta Breakfast Cereal (Special K, Cornflakes, Rice Crispies) Popcorn Oat Cookies Other Dont Know Examples of Wholegrain Foods Base: All Respondents N = 814

71. Strictly Private & Confidential © Amárach Consulting, 2007 71 Wholegrain Breakfast Cereal Brown Bread Wholegrain Bread (Wholemeal) Porridge Brown Rice/Pasta Other Dont Know Wholegrain foods Consumed on a Weekly Basis Base: All Who Eat Wholegrain N = 722

72. Strictly Private & Confidential © Amárach Consulting, 2007 72 Wholegrain foods help keep your digestive system healthy Wholegrain foods provide fibre in the diet People who eat wholegrain foods on a regular basis have lower cholesterol Wholegrain foods prevent constipation Wholegrain foods help reduce the risk of developing heart disease, stroke, cancer, diabetes and obesity I dont think there are any benefits to eating wholegrain Other Dont Know Benefits of Eating Wholegrain Foods Base: All Who Eat Wholegrain N = 722

73. Strictly Private & Confidential © Amárach Consulting, 2007 73 Have not obtained nutritional information Magazines/Newspapers Television/Radio Food Packaging Doctor/GP Retailer/Supermarket Friends and Family Dietician/Nutritionist Internet/Web Other Dont Know Sources of Nutritional Information Base: All Respondents N = 814

74. Strictly Private & Confidential © Amárach Consulting, 2007 74 Fat content in foods Salt content of foods Calorie content of foods Nutrients and sources of nutrition Food allergies Recommended Dietary Allowances Slimming/Diets Specific Diets/Diabetes/Coeliac/IBS) Other Dont Know Type of Information Obtained Base: All Who Obtained Information in Last 6 Months N = 406

75. Strictly Private & Confidential © Amárach Consulting, 2007 75 Fat content/Foods to avoid Nutritional information More information on food labels Salt content Satisfied with the amount of information available Information regarding nutrition for children Country of origin More information available in supermarkets Cholesterol Allergies/Food to eat None Other Dont Know Subject where more easily available Information is required Base: All Respondents N = 814

76. Strictly Private & Confidential © Amárach Consulting, 2007 76 Processed Meats

77. Strictly Private & Confidential © Amárach Consulting, 2007 77 Frequency of Eating Processed Meats Base: All Respondents N = 814 More than once a day Once a day 5-6 days a week 3-4 days a week Once or twice a week Less often Never % ----

78. Strictly Private & Confidential © Amárach Consulting, 2007 78 Frequency of Eating Processed Meats Base: All Respondents N = 814 More than once a day Once a day 5-6 days a week 3-4 days a week Once or twice a week Less often Never % -- -

79. Strictly Private & Confidential © Amárach Consulting, 2007 79 Cured Meats – Ham, Luncheon Roll, Salami Sausages and Hot Dogs Burgers Breaded/Battered Meats, Chicken Nuggets Ready Meals made with Meat Rashers Other Dont Know Examples of Processed Meats Base: All Respondents N = 814

80. Strictly Private & Confidential © Amárach Consulting, 2007 80 Convenience – they are easy to prepare/cook Taste – like the taste of them Cost – they are cheaper than cuts of meat My kids wont eat anything else They are a good source of protein Other Dont Know Rationale for Eating Processed Meats Base: All Who Eat Processed Meats N = 785

81. Strictly Private & Confidential © Amárach Consulting, 2007 81 They are high in salt They are high in fat They have little nutrients They tend to be lower in iron Risk of Cancer I dont think there are any drawbacks Other Dont Know Drawbacks to Eating Processed Meats Base: All Who Eat Processed Meats N = 785

82. Strictly Private & Confidential © Amárach Consulting, 2007 82 Dairy Consumption & Concerns

83. Strictly Private & Confidential © Amárach Consulting, 2007 83 Incidence of Consuming Dairy Products Base: All Respondents N = 814 They are good for me Good source of calcium Habit Good for bone health Something have done sine I was a child Good source of vitamin D Help protect against osteoporosis Good source of protein Good source of vitamin A They taste really good I really enjoy them Provide variety in my diet Good source of omega Yes No Rationale for eating Dairy Products N = 749

84. Strictly Private & Confidential © Amárach Consulting, 2007 84 Frequency of Consuming Dairy Products Base: All who Consume Dairy Products N = 749 More than once a day Once a day 5-6 days a week 3-4 days a week Once or twice a week Less often Never %

85. Strictly Private & Confidential © Amárach Consulting, 2007 85 Frequency of Consuming Dairy Products Base: All who Consume Dairy Products N = 749 More than once a day Once a day 5-6 days a week 3-4 days a week Once or twice a week Less often Never %

86. Strictly Private & Confidential © Amárach Consulting, 2007 86 Frequency of Consuming Dairy Products Base: All who Consume Dairy Products N = 749 More than once a day Once a day 5-6 days a week 3-4 days a week Once or twice a week Less often Never %

87. Strictly Private & Confidential © Amárach Consulting, 2007 87 Incidence of Choosing Dairy when Shopping Base: All who Consume Dairy Products N = 749 Always Regularly Sometimes Rarely Never % Low Fat Semi Skimmed Milk with Vit/Minerals Flavoured Milk Low Fat Cheese Low Fat Spread Cholesterol Lowering

88. Strictly Private & Confidential © Amárach Consulting, 2007 88 Dont like the taste Just something I dont eat/drink Im allergic I am a vegan Dairy products are too fatty Other Rationale for Not Eating/Drinking Dairy Base: All Who do not Eat/Drink Dairy Products N = 65

89. Strictly Private & Confidential © Amárach Consulting, 2007 89 Unpasteurised Products Butter Milk Hard Cheese Soft Cheese Alternative Spreads Yoghurts I am not concerned about dairy products I am not concerned about dairy products because I do not eat/drink them Other Dont Know Principle Concerns about Dairy Products Base: All Respondents N = 814

90. Strictly Private & Confidential © Amárach Consulting, 2007 90 Percentage of fat in the product Diary are high in cholesterol Contain a lot of antibiotics Can be tampered with easily Think cows are given growth hormones My children might develop allergies from them Not recommended for pregnant women They dont go off anymore Cant think of any Other Dont Know Rationale for Concern Base: All who are Concerned about Dairy Products N = 252

91. Strictly Private & Confidential © Amárach Consulting, 2007 91 Awareness of safefood

92. Strictly Private & Confidential © Amárach Consulting, 2007 92 Logo Recognition Base: All Respondents N = 814 Bases: IOI BM – 900; ST1 – 827; ST2-863; ST3 – 828; ST 4 – 819; ST 5a- 811; ST 6-831; ST7 – 803; ST8 - 814

93. Strictly Private & Confidential © Amárach Consulting, 2007 93 Brand Attributes of safefood Base: All Respondents N=814 Trustworthy Knowledgeable Friendly Relevant Reliable Civil Service Type Organisation ST8 ST7 ST6

94. Strictly Private & Confidential © Amárach Consulting, 2007 94 Thank You Project Director: Jane Kearney, Research Director Project Executive: Mary Loonam, Research Executive Amárach Consulting 37 Northumberland Road, Ballsbridge, Dublin 4 Phone: + 353 1 6605506 Email: jane.kearney@amarach.com Website: www.amarach.com