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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Project Approach

Strictly Private & Confidential © Amárach Consulting, Wave 8 – Methodology Overview Total Number of Interviews (IOI -814 ST 8) (ROI ST 8) (NI – 300 ST 8) Sample- Nationally representative - Adults aged 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Findings

Strictly Private & Confidential © Amárach Consulting, Spontaneous Awareness & Associations

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

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

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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Advertising & Effectiveness

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

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

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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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%

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Banana Campaign

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, % 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

Strictly Private & Confidential © Amárach Consulting, Pea Campaign

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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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.

Strictly Private & Confidential © Amárach Consulting, Wholegrain Campaign

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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Meat Campaign

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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Hand Washing Campaign

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Behavioural Impact of Hand Washing Campaign Base: Those that Recalled Campaign N = % 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

Strictly Private & Confidential © Amárach Consulting, Christmas Bird Campaign

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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Behavioural Impact of Christmas Bird Campaign Base: Those that Recalled Campaign N = % 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

Strictly Private & Confidential © Amárach Consulting, PR Evaluation

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

Strictly Private & Confidential © Amárach Consulting, 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

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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Food Safety & Healthiness

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

Strictly Private & Confidential © Amárach Consulting, 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

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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Complaint Handling

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

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

Strictly Private & Confidential © Amárach Consulting, 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

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

Strictly Private & Confidential © Amárach Consulting, Nutrition

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Processed Meats

Strictly Private & Confidential © Amárach Consulting, 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 % ----

Strictly Private & Confidential © Amárach Consulting, 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 % -- -

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Dairy Consumption & Concerns

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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 %

Strictly Private & Confidential © Amárach Consulting, 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 %

Strictly Private & Confidential © Amárach Consulting, 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 %

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, 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

Strictly Private & Confidential © Amárach Consulting, Awareness of safefood

Strictly Private & Confidential © Amárach Consulting, 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; ST

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

Strictly Private & Confidential © Amárach Consulting, Thank You Project Director: Jane Kearney, Research Director Project Executive: Mary Loonam, Research Executive Amárach Consulting 37 Northumberland Road, Ballsbridge, Dublin 4 Phone: Website: