1. Beef Producer Attitude Study – June 2010 Prepared for Cattlemen’s Beef Board By Aspen Media and Market Research

2. 2 Methodology Random telephone interviews with 900 beef and dairy producers nationwide. Sample stratified, weighted by region & type of operation using 2007 Ag Census. Computer-assisted telephone interviews conducted between June 21 and 28, 2010. Statistical margin of error ± 3.3 %-points. Study conducted by Aspen Media & Market Research, Boulder, Colorado.

3. 3 Survey Objectives Familiarity with checkoff Strengths and weaknesses of checkoff Expectations for checkoff program Visibility of checkoff Approval of checkoff

4. 4 Knowledge About Checkoff Remains Fairly Consistent in Past Few Years Awareness of Checkoff July ‘05 Jan. ‘06 June ‘06 Jan. ’07 July ‘07 Jan. ‘08 June ’08 Jan. ‘09 Jan. ’10 June ‘10 Informed70%73%72%75%68%71%68%66%68%73% Very well29302733313235303336 Somewhat41434542373933363537 Uninformed/ Unaware 30272825322932343227 Not too well 2119 16181714151816 Not at all4322553554 Unaware557797151497 (n=) (1,225) (900)(1,200) (900)

5. 5 Large Segment Believe Checkoff Is Well Managed – Some Are Unsure, However --I trust that the beef checkoff is being managed well--

6. 6 Many Producers Also Believe Checkoff Helps Profitability --Over the years, checkoff has helped contribute to profitability of my operation--

7. 7 Producers Continue to Believe The Checkoff Is There For Them In A Crisis --If there is a crisis, I am confident the checkoff program is on my side--

8. 8 Large Majority Continue to Believe Checkoff Has Value, Even In Down Market. --When the cattle market is down, the beef checkoff program still has value to producers--

9. 9 Majority Continue to Believe Checkoff Allows for Representation of Viewpoints --Checkoff allows for representation of producers’ viewpoints--

10. 10 Majority Believe They Can Provide Input Into Checkoff Programs, Although Many Are Unsure --I could provide input into state or national checkoff programs, if I chose to--

11. 11 Most Checkoff Programs Essential— Confidence, Misinformation, Education, Advertising at Top of List. --How essential is it to the beef industry that the checkoff is involved in these activities-- Percent Total 79 72 78 77 68 63 65 63 65 58 53

12. 12 Approval Levels Similar Recently, Remain Fairly High Over Time --Approve or disapprove of the beef checkoff program?--

13. 13 Slight Rebound in Strong Approval for Checkoff

14. 14 Knowledge of Checkoff Affects Approval Ratings Toward It Approval Ratings Very Well Informed Smwht Well Informed Not Too Well Informed Not Informed At All Strongly approve 47% 31% 15% 17% Somewhat approve32453912 Neither38518 Somewhat disapprove881411 Strongly disapprove941216 Don’t know241426 (n=)(324)(334)(142)(34) 76 54 29 79 Totals – top two boxes

15. 15 Checkoff Continues to Remain Visible In Ad, News Coverage --Seen, read or heard something about checkoff in past 6 months--

16. 16 Perceptions About Coverage Continue To Be Largely Positive --Perceptions toward checkoff coverage (if aware)--

17. 17 Recall of “My Beef Checkoff Can” Tends to Be Low, Up Since January, However. --Remember seeing “My Beef Checkoff Can” in trade magazines?--

18. 18 Checkoff Print Ads Are Effective In Educating Producers About The Program --Did print ad increase your understanding of checkoff?*-- *Asked of producers aware of print ads.

19. 19 Producers Supportive of All Proposed Checkoff Changes Except A Higher Assessment *Among those very interested in outcome of referendum.

20. 20 Strategic Imperatives Producers recognize the checkoff can benefit them – more so in general sense –About three-fourths feel program has value when cattle market is down, or are confident it is there for them in a crisis –About six in ten think it has helped contribute to their profitability, trust it is being managed well

21. 21 Strategic Imperatives (continued) Checkoff program remains visible. –About half recall something about it, usually positive Producers’ expectations for checkoff focus are not homogeneous –Different opinions about most important priority for funding: consumer confidence, addressing misinformation, education, advertising come out on top

22. 22 Strategic Imperatives (continued) Magazine ads have been effective checkoff educational vehicles –Majority of those aware of ads say it has increased their understanding of the checkoff The more informed producers become about checkoff, the stronger they approve of it