National Pork Board Re-branding Campaign Spring 2011

Retail Marketing Mission To fundamentally change the way retailers think about fresh pork by increasing strategic retail partnerships, providing information driven business solutions and effective, consistent communication 2

Business Goals for % Real PCE +10% Points Juicy, Tender, Flavorful +10% Fresh Pork Eatings BehaviorAttitudes

We Are

CONSUMER ATTITUDES TOWARD PORK 5 From our Consumer Segmentation Research Study

Confirmations Fresh pork is not consumed at the same rate as beef or chicken Processed pork is consumed at very strong rates Pork doesn’t have a focused, strong rational or emotional connection with the general consumer marketplace 6 And Encouragements…

Americans Enjoy Pork 7 Source: NPB Consumer Segmentation Study, 2010 Percent of U.S. Households giving each cut a top-three box rating for “Enjoy” *1-10 scale

Pork is Flavorful Just as flavorful as Beef & Chicken 63% of U.S. households say Pork such as Loins, Tenderloins & Roasts are flavorful – not significantly different from the other proteins 67% say Bacon, Ham & Sausage are flavorful – higher than Beef & Chicken 8 Source: NPB Consumer Segmentation Study, Top Three Box Scores

And Satisfying Too 65% of consumers find Pork such as Loins, Tenderloins & Roasts satisfying 61% say the same about Bacon, Ham & Sausage 9 Source: NPB Consumer Segmentation Study, Top Three Box Scores

Pork is a People-Pleaser 52% of consumers say Pork Ribs, Loins, Tenderloins & Roasts are something everyone enjoys 48% say the same about Bacon, Ham & Sausage 10 Source: NPB Consumer Segmentation Study, Top Three Box Scores

Pork is Healthy & Safe Only 10% of U.S. consumers limit the number of times they eat pork because of fat and sodium Only 5% limit consumption because of worries about safety Worries about safety and undercooking are very comparable to Chicken and Beef 11 Source: NPB Consumer Segmentation Study, Top Three Box Scores

And Can Be Enjoyed Pink 22% of U.S. households like their pork chops, loins and tenderloins cooked to “Medium” 38% like pork cooked “Medium Well” 39% like pork “Well” 12 Source: NPB Consumer Segmentation Study, Top Three Box Scores

Consumers are open to Pork Consumers would eat more pork if… They had more recipes for preparing pork quickly on weeknights (36%) Cooking instructions were provided on pork packaging (35%) They knew certain cuts of pork were comparable to chicken breast in terms of fat content (33%) or nutritionally very similar to other meats (25%) They knew it could be cooked to medium (25%) or slightly pink center (25%) They saw more pork items on restaurant menus (22%) 13

Medium/Heavy Pork Users Account for 27.7% of Households 14 U.S. HHs FRESH At Home FRESH Away PROCESSED At Home PROCESSED Away Non-Users AFH Only Super Light Light Medium /Heavy And account for 78% of the eating occasions for fresh pork at home in the past 2 weeks Source: NPB Consumer Segmentation Study, 2010

DETERMINING THE NEW PORK TARGET 15

Targeting Questions Who are our most committed customers? Can we still grow with them? Drive at-home fresh pork consumption Build away-from-home fresh pork demand Create a climate where processed pork can thrive Can we find other consumers that share some of their behaviors and attitudes, and make them more committed to pork? 16

New Pork Target 17 Enjoy all fresh cuts cuts Enjoy all fresh cuts Positive about pork, cooking, life Confident preparing >2 cuts Medium/Heavy Fresh Pork Eaters 28% of U.S. Households 68% of all Fresh Pork Consumed At Home 50% of all Fresh Pork Consumed Away From Home

Changing Behaviors 18 Baseline Core Positives Confidents Goal % Growth Annual Fresh Pork Eatings

UNDERSTANDING THE NEW PORK TARGET 19

What do they do? Love a good meal - with various proteins at the center, plus delicious sides Enjoy and recommend pork; fresh and processed, at home or away from home Enjoy cooking - for special occasions, weekend meals or weeknight meals Use lots of appliances - and a thermometer Search for new ideas Experiment See the glass half full; have fun 20

How do they feel? Confident in cooking and in life Accomplished & Proud when preparing a complicated meal or when asked for a recipe Down-to-Earth in attitude Open to new flavor experiences, meal ideas, prep methods, and meat cuts Engaged in learning and trying new things, new ways to cook Content with their health and lifestyle Aware of fat and sodium, but doesn’t let that stop them from enjoying pork 21

What do they value? Cooking New flavor and preparation experiences Creative expression Enjoyment Sharing meals with family & friends Giving to others Quality, respect, security 22

How do they engage? With family and friends, first and foremost! Find meal ideas from watching cooking shows, searching the internet, browsing the supermarket and dining out at restaurants, reading magazines and newspapers 23

Who are they? Women, and Men too Married, in a smaller household Both working full-time outside the home years old College grad, making $50K-$99K per HH Any ethnicity, living anywhere Medium/heavy pork user Medium/heavy meat & poultry user A confident cook, but not a foodie 24

Pork’s New Position

Pork is the brand 26

Consumer Need & Pork’s Position 27

Pork’s Personality 28 Unapologetic, assertive, optimistic, energetic, approachable, outgoing, a leader

We are Pork. Deliciously, wonderfully, unabashedly Pork. We’re fresh inspiration, a family favorite, your weeknight go-to, the one you look for. We’re endless versatility. We’re fun in the kitchen, and we help you put your own spin on things. We know how to keep things simple and make things special. 29 Pork’s “Voice”

We’re the aroma you can’t resist. The taste of backyard barbeques, Sunday dinners, casual get-togethers, and mid-week meals on the go. We’re your favorite dish at your favorite restaurant. We’re the sizzle. The bite. The taste. The savor. We are one great meal after another. We are Continued “Voice”

Our Product Marketing Will… No longer rely on comparisons with other proteins Embrace the flavor and versatility that is the product we love...And what chefs, food writers and everyday good cooks love! Celebrate the wide range of meals that pork offers Give new ideas to our best customers and influencers to increase frequency Move the needle on pork sales both at retail and foodservice 31