1. Nielsen Homescan® Data and Retail Insights American Egg Board 52 Weeks Ending December 26, 2009

2. Nielsen Homescan® Panel 125,000 U.S. households Demographically balanced Statistically reliable Households scan all retail purchases Uploaded to Nielsen weekly

3. Channel * Facts How do consumers shop and buy the EGG category in a particular retailer? Examines opportunities and potential sales increase within a retail channel

4. Shopper Penetration % of households that purchased the category at least once and that shopped the retail channel

5. Channel Facts: Shopper Penetration 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets92.692.492.8 Grocery91.491.091.3 Drug75.775.274.4 Warehouse Clubs47.946.947.6 Convenience / Gas37.937.335.4 Dollar Stores59.859.560.2 Trader Joes 7.3 7.9 7.8 Mass Merchandise w/Supers88.888.388.5 Mass Merchandise w/o Supers76.673.872.1 Supercenters61.163.265.2

6. Item Penetration Channel Importance What % of the business moves through the various channels? Which store do most buyers go to?

7. Channel Facts: Item Penetration 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets92.692.492.8 Grocery82.7 Drug 4.7 5.0 4.7 Warehouse Clubs12.712.913.3 Convenience / Gas 2.0 1.8 Dollar Stores 3.0 2.2 3.2 Trader Joes 0.7 1.1 1.0 Mass Merchandise w/Supers38.138.540.1 Mass Merchandise w/o Supers 7.2 7.0 7.7 Supercenters33.133.634.5

8. Item Penetration: 1999 - 2009 “Percent of U.S. Households that purchased fresh eggs at least once during the year” 94.9 94.394.794.094.5 93.3 94.1 93.0 92.692.492.8

9. Retailer Shoppers Projected number of shoppers for that item in the retailer (the potential)

10. Channel Facts: Retailer Shoppers (000) 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets107,485.7108,762.2109,904.2 Grocery106,078.1107,148.1108,223.9 Drug 87,920.3 88,458.1 88,128.6 Warehouse Clubs 55,574.9 55,206.3 56,400.8 Convenience / Gas 43,987.1 43,857.9 41,995.7 Dollar Stores 69,448.1 70,086.8 71,325.2 Trader Joes 8,465.6 9,255.4 9,198.6 Mass Merchandise w/Supers103,084.7103,906.7104,834.0 Mass Merchandise w/o Supers 88,948.9 86,828.0 85,442.8 Supercenters 70,937.9 74,412.4 77,290.6

11. Item Buyers Projected number of buyers for that item in the retailer (the converted)

12. Channel Facts: Item Buyers (000) 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets107,485.7108,762.2109,904.2 Grocery 96,045.9 97,350.9 98,040.5 Drug 5,492.7 5,838.2 5,572.0 Warehouse Clubs 14,747.9 15,214.5 15,730.8 Convenience / Gas 2,280.3 2,112.8 2,099.5 Dollar Stores 3,487.2 2,633.3 3,849.9 Trader Joes 801.1 1,338.3 1,158.5 Mass Merchandise w/Supers 44,215.0 45,310.9 47,517.4 Mass Merchandise w/o Supers 8,304.0 8,218.8 9,138.7 Supercenters 38,445.1 39,550.2 40,930.9

13. Buyer Conversion The % of shoppers buying eggs by channel Answers the question: "how many shoppers do I convert to buy EGGS in my store?” Opportunity: convert shoppers into buyers

14. Channel Facts: Buyer Conversion 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets100.0 Grocery 90.5 90.9 90.6 Drug 6.3 6.6 6.3 Warehouse Clubs 26.5 27.6 27.9 Convenience / Gas 5.2 4.8 5.0 Dollar Stores 5.0 3.8 5.4 Trader Joes 9.5 14.5 12.6 Mass Merchandise w/Supers 42.9 43.6 45.3 Mass Merchandise w/o Supers 9.3 9.5 10.7 Supercenters 54.2 53.1 53.0

15. Buyer Conversion: Grocery Channel “How many shoppers are converted to buy eggs in a particular channel” 92.4% 90.5% 91.5% 90.9%90.8%

16. Buyer Conversion: Trader Joe’s 9.5% 14.5% 12.6%

17. Retailer Trips Projected number of trips that EGG buyers made into the retailer in total

18. Channel Facts: Retailer Trips (000) 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets17,810,486.717,580,085.917,352,624.0 Grocery 6,213,879.9 6,240,516.1 6,299,733.1 Drug 1,257,821.7 1,277,715.1 1,224,533.3 Warehouse Clubs 611,533.0 616,606.8 643,289.4 Convenience / Gas 623,678.3 582,358.2 545,751.0 Dollar Stores 859,952.7 888.233.5 909,854.5 Trader Joes 64,910.0 69,483.5 71,375.1 Mass Merchandise w/Supers 3,280,352.3 3,232,617.1 3,227,989.3 Mass Merchandise w/o Supers 1,368,359.7 1,261,998.5 1,183,387.2 Supercenters 1,911,992.7 1,970,618.7 2,044,602.1

19. Item Trips Projected number of trips that EGG buyers made into the retailer for EGGS

20. Channel Facts: Item Trips (000) 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets1,183,852.51,196,342.91,232,349.7 Grocery 810,695.4 822,722.6 848,664.1 Drug 14,115.8 14,597.3 11,364.2 Warehouse Clubs 58,811.6 58,332.2 62,466.3 Convenience / Gas 5,122.3 4,820.7 5,077.0 Dollar Stores 8,868.3 5,024.0 9,994.1 Trader Joes 2,550.4 4,429.9 3,602.3 Mass Merchandise w/Supers 232,794.3 235,044.0 238,441.0 Mass Merchandise w/o Supers 19,964.9 20,442.2 22,668.6 Supercenters 212,829.4 214,601.8 215,772.4

21. Trip Conversion Percent of total retailer trips made by the EGG buyer that included EGGS

22. Channel Facts: Trip Conversion 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets 6.7 6.8 7.1 Grocery13.113.213.5 Drug 1.1 0.9 Warehouse Clubs 9.6 9.5 9.7 Convenience / Gas 0.8 0.9 Dollar Stores 1.0 0.6 1.1 Trader Joes 3.9 6.4 5.0 Mass Merchandise w/Supers 7.1 7.3 7.4 Mass Merchandise w/o Supers 1.5 1.6 1.9 Supercenters11.110.910.6

23. Item $ per Item Buyer How much the item buying household spends on EGGS in the retailer throughout the year

24. Channel Facts: Item $ per Item Buyer 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets $ 24.30 $ 28.10 $ 23.80 Grocery $ 18.50 $ 21.20 $ 17.90 Drug $ 4.90 $ 6.20 $ 3.90 Warehouse Clubs $ 13.90 $ 15.30 $ 14.20 Convenience / Gas $ 4.50 $ 5.60 $ 5.30 Dollar Stores $ 4.20 $ 3.80 $ 4.40 Trader Joes $ 5.60 $ 7.70 $ 6.20 Mass Merchandise w/Supers $ 10.60 $ 12.30 $ 9.80 Mass Merchandise w/o Supers $ 4.80 $ 5.80 $ 4.80 Supercenters $ 11.20 $ 12.90 $ 10.30

25. Total Retailer $ on Item Trip: The "in-basket market basket" value measure The $ per trip spent by item buying households in that retailer among all trips that included EGGS

26. Channel Facts: Total Retailer $ per Item Trip 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets $ 77.80 $ 81.00 $ 80.40 Grocery $ 70.30 $ 72.90 $ 72.30 Drug $ 26.30 $ 26.90 Warehouse Clubs $ 130.70 $ 132.90 $ 137.20 Convenience / Gas $ 23.40 $ 27.00 $ 25.90 Dollar Stores $ 24.90 $ 36.90 $ 32.50 Trader Joes $ 36.90 $ 43.70 $ 47.50 Mass Merchandise w/Supers $ 97.20 $ 102.90 $ 100.50 Mass Merchandise w/o Supers $ 75.70 $ 73.80 $ 73.70 Supercenters $ 99.30 $ 105.60 $ 103.30

27. Total Retailer $ When Item N-I-B The "out of-basket market basket" value measure The $ per trip spent by EGG buying households in that retailer among trips when EGGS were not in the basket

28. Channel Facts: Total Retailer $ When Item N-I-B 52 weeks ending 12.29.200712.27.200812.26.2009 Total Outlets $ 41.90 $ 42.80 Grocery $ 35.90 $ 37.10 $ 27.80 Drug $ 23.70 $ 23.90 $ 24.00 Warehouse Clubs $ 94.30 $ 97.00 $ 94.50 Convenience / Gas $ 17.80 $ 19.30 $ 19.80 Dollar Stores $ 13.40 $ 13.70 $ 14.00 Trader Joes $ 32.60 $ 33.70 Mass Merchandise w/Supers $ 54.00 $ 55.90 $ 54.90 Mass Merchandise w/o Supers $ 48.20 $ 48.90 $ 47.80 Supercenters $ 58.60 $ 60.80 $ 59.40

29. Channel*Facts In-Basket vs N-I-B Value Dollars spent per Household per trip when eggs were in the basket vs dollars spent when eggs were not in the shopping cart

30. Channel*Facts: Eggs in Basket vs Eggs N-I-B $80.40 $27.80 $103.30 $14.00 $72.30 $59.40 $42.80 $32.50

31. % of Egg Volume Sold on Deal The percent of item volume sold in conjunction with any consumer- perceived deal.

32. Channel Facts: % item $ on Deal 52 weeks ending 12.27.200812.26.2009 Total Outlets18.0 %18.5 % Grocery19.6 %24.1 % Drug48.3 %45.5 % Warehouse Clubs1.7 %2.4 % Convenience / Gas7.8 %13.0 % Dollar Stores5.5 %6.8 % Trader Joes1.7 %1.6 % Mass Merchandise w/Supers4.2 %6.0 % Mass Merchandise w/o Supers7.7 %9.5 % Supercenters5.3 %5.6 %

33. % Egg Volume Sold on Deal in Grocery Channel 26.9% 21.9% 20.0% 19.6% 24.1%