NEBPI Retail Program Update Cattle Industry Summer Conference Denver, CO – July 17, 2009 Presented by Emilie Miller, Director of Retail Relations

FY 2009 Update Tactic 1A – Retail Contacts –Updated database to include contacts’ annual beef sales using Retail Marketing Guidebook –Increased number of retailers on listserves to 42 Tuesday’s Tips Weekly Wholesale Pricing Index Retail Beef Blast –Strengthening relationships with previously identified accounts

FY 2009 Update Tactic 1B – Retail Channel Initiatives –Beef Boot Camp April 29-30, Boston, MA Registrations applied to hotel room 45 Retail Attendees; positive evaluations on meeting Topics: (see handout) NEBPI Costs: $11,100 –Dinner Sponsorship

FY 2009 Update Tactic 1B – Retail Channel Initiatives –On-pack Nutrition Labeling Programs Foodtown (completed database; launch late summer) Adam’s Hometown Markets (working on database) –Beef Value Cut Support Chuck Roll and BAM program (see handout)

FY 2009 Update Tactic 1C – Seasonal Promotions –New Year, New You Results Online Sweepstakes Entries: 10,192 (276 snail mail) Roche Bros. – Promotional Products Pounds up 83% Mars – Pounds up 13,229 over 2008 Kings – Promotional Items up 9,500 lbs over 2008; total pounds up 2,000 lbs King Kullen – Sales down compared to 6 wks prior 5,400 lbs.* Geisslers – Sales down 1,200 lbs compared to 6 wks prior* *Sales continued on downward trend 6 wks following; promotion prevented sudden drop following holiday sales.

FY 2009 Update Tactic 1B – Retail Channel Initiatives –May Beef Month Celebrated at Balducci’s Denver Steak Introduction –Demos supported at 10 Balducci’s stores each Saturday in May Results: –Denver Steak made the top 25 list for all meat items sold (#5) »Also was in top 25 for dollar sales –Now a permanent item in full-service case –Balducci’s Contribution: $100,000 –NEBPI Costs: $10,500

Balducci’s Denver Steak Launch Washington Post Ad with Coupon ran 5/20/09 Daily readership: 289,300 –55% women; 61% under age 45; 74% household income of $50,000+

FY 2009 Update Tactic 1C – Seasonal Promotions –May Beef & Egg Month at Redner’s –Partnership with Penn Ag Industries Poultry/Egg Council and Pennsylvania Beef Council Recipe Brochure and Local Radio Announcements

FY 2009 Update Tactic 1C- Seasonal Promotions –Summer Grilling “Stay Home. Grill Out.” 212 Store kits distributed (12 Retailers) –Poster, Wobblers and Summer Grilling Recipe Brochures Partner dollars secured from New England Dairy Promotion Board/Cabot Cheese, the Mushroom Council and Pennsylvania Beef Council (Federation Grant) Online Sweepstakes (Grand Prize: $500 Gift Card and Weber® Grill; $100 runner up gift card/participating retailer) –Entries to-date: 20,264

Summer Grilling Ad Support

NEBPI Retail FY 2010 AR Summary Cattle Industry Summer Conference Denver, CO – July 17, 2009 Presented by Emilie Miller, Director of Retail Relations

Authorization Request FY2010 Tactic 1A – Retail Contacts –Identify accounts with limited/no direct, existing relationship with beef industry staff –Expand upon database Estimated sales, annual meat sales, annual beef sales and annual beef sales per location Assigned volume and/or sales potential tier Annual tracking of executed promotions and checkoff dollar investments –$50,000

Authorization Request FY2010 Tactic 1B – Retail Channel Initiatives –Work with retailers who can move the beef needle (as assigned in Tactic 1A) Beef Training Camp Beef Boot Camp BVC Demos OPNL EFC BBA –Goal of $1 investment for every incremental pound of beef sold –$100,000 Minimum of 5

Authorization Request FY2010 Tactic 1C – Seasonal Promotions –Provide selected POS for seasonal promotions –Coordinate additional public relation activities to drive traffic to meat case Provide form/template to partners to determine return on investment per pound incremental volume ($1/lb), ratio of checkoff to partner investment (1:10), generated media impressions –Use as benchmarks for future partnerships –$100,000