1 ABA’s Core Purpose/Vision Elements TAB 4a CORE PURPOSE ELEMENTS--DEFINITIONS: Enumerate our reasons for being in the first place. Are not a part of the published plan but a series of brief, articulated statements that set up our vision and provide justification for it. Sets up the flow of our vision and mission and ties them together. OUR CORE PURPOSE ELEMENTS Core Purpose elements for ABA: Advocate for the baking industry Authoritative voice of the industry Expand growth & profitability of its members Watchdog of the industry Advocate/educate and promote legislation & regulations favorable to economic well-being of industry Promote sales & consumption of our member goods Support evolving needs of our members Advocacy – reduce risk & cost, positive outcomes, value & results Networking Promote consumption of grain based goods Unified industry voice Relevant information sharing (compliance, education) Seek proactive solutions 1 © AMMR---ALL RIGHTS RESERVED

2 ABA’s Mission, and Goal AREAS MISSION To grow and enhance the baking industry through public policy advocacy, education and networking opportunities GOAL AREAS A. GOVERNMENT RELATIONS AND ADVOCACY B. MARKETING, PUBLIC RELATIONS, AND COMMUNICATIONS C. MEMBERSHIP AND INDUSTRY RELATIONS D. MEETINGS, EDUCATION AND IBIE E. GOVERNANCE AND MANAGEMENT 2 © AMMR---ALL RIGHTS RESERVED

October 25, Goal Areas and Priority Objectives Goal Area A– GOVERNMNENT RELATIONS AND ADVOCACY Objective 1: Prioritize issues based on a member driven agenda/consensus. Objective 2: Build and grow regulatory agency continual dialogues. Objective 3: Enhance and build relationship with the Administration (Nov ’12 election) [Executive Branch]. Objective 4: Enhance and build relationships with Congress (now and after Nov ’12 elections). Objective 5: Continue Congressional outreach through Capitol Hill visits and Plant visitation program. Objective 6: Enhance and grow ABA’s political action involvement program through ABA’s PAC and its activities and PEC. Objective 7: Apply innovative and memorable “impression building” within Objectives Goal Area B– MARKETING, PUBLIC RELATIONS AND COMMUNICATIONS Objective 1: Develop association wide marketing, branding and communications plan – segment and develop strategies. Objective 2: Cultivate and leverage industry partners: GFF, BEMA, IBIE. Objective 3: Improve and optimally use innovative social media, website and other emerging technologies for all demographic segments of members. Objective 4: Develop and cultivate media relationships inside and outside industry. Objective 5: Explore external resources to meet these objectives. Objective 6: Explore new sources of income.

October 25, Goal Areas and Priority Objectives, Cont’d Goal Area C– MEMBERSHIP AND INDUSTRY RELATIONS Objective 1: Increase membership recruitment and retention (metrics). Objective 2: Develop and implement dues structure. Objective 3: Build and implement tool for membership and prospect database with sufficient and regularly updated data and targeted communications. Objective 4: Strengthen alliances with partners’ organizations and evaluate affiliate organizations. Objective 5: Conduct member needs assessment survey annually and develop action plans from results. Goal Area D– MEETINGS, EDUCATION AND IBIE Objective 1: Increase participation and attendance at all events. Objective 2: Review meetings content for take-away value. Objective 3: Maximize networking opportunities for all segments at all ABA events. Objective 4: Promote and optimize ABA, BEMA connection with IBIE ensuring ABA is branded appropriately. Objective 5: Identify the right people to attend the right events. Objective 6: Control meeting costs and consider alternative education venues such as video conferences.

October 25, Goal Areas and Priority Objectives, Cont’d Goal Area E– GOVERNANCE AND MANAGEMENT Objective 1: Review budget for overall spending efficiency and effectiveness. Objective 2: Ensure all categories of membership are represented and have active voice in ABA affairs. Objective 3: Ensure the future association I/T platform is effective, value-added and fully integrates all functional areas. Objective 4: Ensure staffing capacity is aligned with core objectives. Objective 5: Ensure vibrant succession plan is in place.