Brad McMinn Chief, Perishable Division Brad McMinn Chief, Perishable Division

Thank YOU! For Making It Happen Thank YOU! For Making It Happen

Market Basket Change RegionSales per Transactions$ Change East$70.71$2.85 Europe$46.66$1.54 West$63.91$2.14 DeCA$64.86$2.41

Outlook

Saving money on eating out: switching from fine dining to fast foods and seeking supermarket meals solutions in place of restaurant fare Saving in the store: buying more value brands, using coupons, buying basic ingredients and shopping with a plan Switching store formats: buying at supercenters, warehouse clubs and limited assortment stores Consumers Adopting New Behavior to Save on Food Source: FMI Grocery Shopper Trends 2009 Consumers are economizing on food purchases: three trends have emerged in 2009:

Increased In-Home Eating Occasions Pressures from the turbulent economy are changing consumers behavior… Consumers are doing MORE of: –Going out of their way to find bargains –Shopping multiple stores for the best price –clipping & redeeming coupons –Eating out less and –Reading supermarket circulars Consumers are doing LESS of: –Dining out for lunch & dinner –Buying less organic produce & meats –Buying less Starbucks Coffee –Buying less Premium dark chocolate Source: NGA, 2009 Consumer Panel Survey & Phil Lempert, Supermarket Guru & Mintel 6

Fundamental Changes in the way Consumers are shopping today... Source: Retail Forward ShopperScape, Feb/Mar/Apr 2009 Grocery Food Shopping

They are seeking deals to avoid trading down Source: Retail Forward ShopperScape, Feb/Mar/Apr 2009 Grocery Food Shopping

Capitalize on Increased In-Home Eating Occasions –Consumers and Patrons eating out less: Restaurant quality & Healthy meals, conveniently prepared at home Saving Money is a Priority –Increased use of coupons –Buying products on sale –Provide multiple pricing for value and stock up Consumers are Time Stressed –Provide convenient home meals solutions, in both Frozen and Shelf Stable Grocery –Key in on innovation and flavor profiles that meet the needs of the Patrons: Dining out “At Home”, Convenience, Healthy Fit Importance of Variety –Patrons expressed satisfaction with DeCA’s strong variety offering –DeCA Point of difference versus Grocery & Club channels 9 Patron Summary

Club Packs Meet The Need! Economic Trends and DeCA Purchase Patterns FAVOR Club Packs! Average 18 times a year – Stock Up Perceived as Better Value Value overrides variety & convenience Create Excitement –Opportunity for COMMUNICATION! –REWARD EXECUTION!

Club Packs – a BIG Success Story! ItemCY 2007CY 2008Change # of Published Packages341 Total Sales of Club Pack Items$53.4M81.6M28.2M % of Total Sales from Club Packs1.0%1.4%0.4%

Execution

FYTD DeCA Sales June 2009 ($K) * Sales through June 2009

FYTD Europe Sales June 2009 ($K) Sales through June 2009