1. Joint Foodservice Committee Bill Jackson, chairman Scott McGregor, vice chairman

2. Foodservice Marketing This program champions beef’s versatility and value to increase menu presence 1/2 of volume sold domestically Target: menu decision-makers $26.3-billion in wholesale purchases

3. Foodservice Marketing ’09 Highlights BEEFlexible campaign – Addy and National Best of NAMA awards for trade advertising Denver Steak among top entrée trends in National Restaurant Association’s chef survey Proactive, positive positioning on environmental sustainability

4. Foodservice Marketing: Recession = fewer restaurant visits, consumers seeking out lower price points, fine dining, casual dining, steakhouses hit hard

5. Checkoff Response in Foodservice: Accelerated pitching = special articles on beef’s versatility and profit potential

6. Checkoff Response in Foodservice: Enhanced BEEFlexible campaign with “Profit Power” messages and website

7. Checkoff Response in Foodservice: Collaborate with Consumer PR to create “Deals for Dining Out” section on www.beefitswhatsfordinner.comwww.beefitswhatsfordinner.com A beef option for every meal occasion – at home or away from home

8. NCBA Foodservice Draft AR 2010

9. Committee Priority: “ Convenience” Product Strategy Objective: Enhance the value proposition of beef in the marketplace

10. NCBA Authorization Request $1,552,000

11. Tactic 1A Foodservice Channel Adv: $650,000  Ensure menu decision-makers in all segments receive positive messages about beef's menu versatility, product diversity, and business value- proposition

12. Tactic 1B Foodservice Public Relations: $467,000  Protect and enhance beef's reputation within the foodservice industry by working with credible, third-party trade media outlets, maintaining a positive, trustworthy presence for beef with channel leaders

13. Tactic 1C Channel Information Resources: $380,000  Develop and distribute beef foodservice recipes, product information, fact sheets, trend reports, and webinars. Materials and resources will also be used by State Beef Councils

14. Tactic 1D Co-operative Promotions: $55,000 Promotional partnerships that increase beef demand through incremental sales and support breakthrough menu introductions for a variety of products considered high-priority by the industry