Verifying Your Marketing Strategy Charlie Bergh, Sun Land Beef Co Cattle Industry Annual Convention Phoenix, Arizona – Januaury 28, 2004

Located in Maricopa County, Arizona An area ideal for producing high quality beef cattle.

Sun Land Beef Company 2000 head per day capacity of high quality purebred cattle 1350 full time associates

Sun Land Business Conduct… Strong commitment to associate safety Focus on all aspects of food safety The practice of humane animal handling Responsible environmental stewardship Craftsmanship that delivers customer satisfaction

The Ultimate Marketing Program “One that your competitor cannot or chooses not to meet”

USDA Process Verification

Verifying Your Marketing Strategy Meaningful differentiation can deliver… “THE ULTIMATE MARKETING PROGRAM”

Meaningful Differentiation in Beef Superior eating Convenience Truly consumer safe Verifying Your Marketing Strategy

A superior product that has third party verification gains tremendous credibility Verifying Your Marketing Strategy

Consumer Life In The Fast Lane Lifestyles, time pressures and demand for good taste offer opportunity for food producers Verifying Your Marketing Strategy

Products are changing to meet changing consumer demands

Verifying Your Marketing Strategy Move from commodity returns to value added returns

Verifying Your Marketing Strategy Consumers are willing to pay for products that deliver what they are looking for.

Value Verifying Your Marketing Strategy

Value is a function of differentiation which is either identified or created that when recognized, is rewarded at some level of compensation

Verifying Your Marketing Strategy New York Steak $8.99 per pound Top Round Steak $4.99 per pound Value Comparison

Verifying Your Marketing Strategy $.30 per lb. Value Comparison

Verifying Your Marketing Strategy $ 3.39 per 64 oz carton Value Comparison

Verifying Your Marketing Strategy Oranges $.30 per lb. Orange Juice $3.39 per 64 oz carton Value Comparison

Verifying Your Marketing Strategy Value Comparison

Verifying Your Marketing Strategy

Consumers are seeking information about the foods that they purchase

Verifying Your Marketing Strategy Meat & Poultry, March, 2003

Verifying Your Marketing Strategy To qualify for USDA Process Verification your claim must be… Truthful and believable Demonstrable Fully documented Audit proof

Verifying Your Marketing Strategy All the great ideas and all the great products have yet to be developed

Verifying Your Marketing Strategy Make one of your goals to produce “THE ULTIMATE MARKETING PROGRAM” and then… develop third party verification

THANK YOU Verifying Your Marketing Strategy