1. Funded by The Beef Checkoff 1 Veal Foodservice Program Update 2009 Cattle Industry Summer Conference July 17, 2009

2. Funded by The Beef Checkoff 2 Increasing Consumer Demand for Veal Veal Go To Market Strategy Quality Assurance Supported by Market Research. Research Foodservice Channel Retail Channel Issues Management

3. Funded by The Beef Checkoff 3 Osso Buco Spring Promotion –June 3-16, 2009 Promoted via E-mail –E-blast sent to customers Peter Schonman –Involved with two past Veal Media Events Go To Market Chain Update Total Estimated Veal Sales: - $4,410 - 630 lbs. Source: 21 units, 30 orders/week 8oz./serving at $7/lb.

4. Funded by The Beef Checkoff 4 Go To Market Chain Update Two Seasonal Promotions –June 1-14: Lombardia Region Osso Buco alla Milanese –January 5 - 18: Trentino Region Sliced, oven-roasted veal Total Estimated Veal Sales: - $8,085 - 1,155 lbs. Source: 22 units, 30 orders/week OB: 8oz./serving at $7/lb. Roast: 6oz./serving at $7/lb. Just Added! August 5th Special Wine Dinner Osso Buco alla Boscailola on menu

5. Funded by The Beef Checkoff 5 New Breaded Cutlet –Fixed issues with current product and added a new Veal item –Relationship due to 2008 Veal Battle for Chicago media event Go To Market Chain Update Total Estimated Veal Sales: - $94,500 - 18,900 lbs. Source: 120 units, 30 orders/week, 3 months volume 7oz./serving at $5/lb.

6. Funded by The Beef Checkoff 6 Continue to see some chains promoting Veal –Tuscan-Style Chop on menu Offered two ways –Added to menu based on Nation’s Restaurant News/American Culinary Federation 2009 trend data that supported new Veal cuts –Participant in 2008 Veal Media event Go To Market Chain Update Total Estimated Veal Sales: - $356,400 - 32,400 lbs. Source: 60 units, 30 orders/week, 6 months volume 12oz./serving at $11/lb.

7. Funded by The Beef Checkoff 7 Two Veal Chop Promotions (2weeks each) –12 oz. Frenched Veal Chop Fathers Day, June 2009 Fall 2008 Other In-house Specials –Osso Buco (4 weeks) –Veal Cutlet Strips (4 weeks) Go To Market Chain Update Total Estimated Veal Sales: - $1,593,750 - 187,500 lbs. Source: 250 units, 125 orders/week Fr. Chop: 12oz/serving at $11/lb. OB: 8oz./serving at $7/lb. Roast: 6oz./serving at $7/lb.

8. Funded by The Beef Checkoff 8 Chateau St. Michelle Wine Partnerships –Veal & Wine frequent purchase program with Sweepstakes Trip to Italy –Two Foodservice Opportunities UNO - Fall 2009 Buca di Beppo - January 2010 –Funded with Ohio and Michigan Federation Grants Go To Market Chain Update

9. Funded by The Beef Checkoff 9 Trade Show & Event Marketing Update February 24-25, 2009 Foodservice event for caterers, executive chef’s and high end catering Presented new cuts of Veal to the industry Culinary Showcase Presentation –Veal demo featuring boneless Osso Buco from the shoulder –Two booths promoting all cuts of Veal Co-Sponsored by The Beef Checkoff with:

10. Funded by The Beef Checkoff 10 NAMP: Center of the Plate Conference –Texas A&M University –May 5-7, 2009 Support from our partners: –Mountain States/Rosen Veal carcasses –Nagel Veal & Quality Meats New Veal cuts from optimization study –Strauss Brands Veal meat balls for reception Trade Show & Event Marketing Update

11. Funded by The Beef Checkoff 11 Southwest Foodservice Expo –Dallas, TX –June 28-30, 2009 Co-sponsored with: Trade Show & Event Marketing Update

12. Funded by The Beef Checkoff 12 Vealstore.com Update Significant declines in web activity due to change in strategy

13. Funded by The Beef Checkoff 13