Meat Case Trends Retail Advisory Committee Albuquerque, NM

2 Data provided by the Meat Solutions VMMEAT ® system sourced from FreshLook Marketing scanner data FreshLook Data: Represents approximately 68% of the ACV All of U.S. and 8 standard regions (based on U.S. Census) Based heavily on chains with no independent grocers (fewer than 11 stores) Excludes supercenters, club stores, commissaries, and natural food stores

3 Part 1: Total Meat Fresh Pork/Ham/Beef/Chicken/All Other

4 Billions % Change vs. YA1.2%-1.8%1.1%-2.0%1.4%0.5%0.8%-5.2%0.9%-5.0%3.1%-1.1% 2010 Avg Price$2.71 (▲3.1%)$3.63 (▲3.1%)$2.01 (▲0.9%)$2.56 (▲6.3%)$2.05 (▲6.3%)$1.92 (▲4.3%) Total Meat – 2010 Summary Fresh Pork/Ham/Beef/Chicken/All Other Source: FreshLook Marketing, year ending December 31, 2010

5 % Change vs. YA3.7%-5.0%3.9%-6.8%3.6%-1.5%3.6%-8.5%7.0%5.0%1.8%-5.9% 2011 Avg Price$2.89 (▲9.1%)$3.78 (▲11.5%)$2.04 (▲5.2%)$2.68 (▲13.1%)$2.07 (▲1.9%)$2.96 (▲8.1%) Total Meat – Jan/Feb 2011 Summary Fresh Pork/Ham/Beef/Chicken/All Other Source: FreshLook Marketing, January/February 2011 vs same time period year prior Millions

6 % Change vs. YA-1.0%4.3%-1.6%4.9%-0.4%4.2%-2.9%1.7%5.5%13.9%5.6%4.3% 2010 Avg Price$2.65 (▼5.0%)$3.39 (▼6.2%)$1.94 (▼4.4%)$2.37 (▼4.5%)$2.03 (▼7.4%)$2.74 (▲1.2%) Total Meat – Jan/Feb 2010 Summary Fresh Pork/Ham/Beef/Chicken/All Other Millions Source: FreshLook Marketing, January/February 2010 vs same time period year prior

7 Part 2: Share Whole Muscle Beef/Beef Grinds/All Chicken/Fresh Pork

8 Share Breakout Based on Dollar Sales 2010 Dollars (Billions) % Change vs. YA Share Change vs YA 2010 Average Price % Change vs. YA Whole Muscle Beef$ %▼-0.1$ % Beef Grinds$6.00.9%0.0$ % All Chicken$7.41.4%▲ 0.1$ % Fresh Pork$5.10.8%0.0$ % Source: FreshLook Marketing, year ending December 31, 2010

9 Share Breakout Based on Pound Volume 2010 Pounds (Billions) % Change vs. YA Share Change vs YA 2010 Average Price % Change vs. YA Whole Muscle Beef Steaks %▼-0.2$ % Beef Grinds %0.0$ % All Chicken3.70.5%▲0.9$ % Fresh Pork %▼-0.7$ % Source: FreshLook Marketing, year ending December 31, 2010

10 Average Pricing Source: FreshLook Marketing, year ending December 31, 2010

11 Part 3: Selected U.S. Pork Segments

12 U.S. Pork Segments 2010 Summary $s - % Chg vs. YA-1.2%3.0%2.0%2.2%-13.5%4.6%6.2%-4.5%-19.0%1.2%2.2%2.7% Lbs - % Chg vs. YA-6.1%0.8%-7.4%-1.2%-14.7%3.1%1.7%-14.5%-25.4%0.6%-6.8%-0.4% 2010 Avg Price $2.59 ▲5.2% $3.58 ▲2.2% $1.83 ▲10.2% $2.92 ▲3.4% $2.13 ▲1.4% $4.52 ▲1.4% $2.73 ▲4.4% $2.03 ▲11.6% $2.10 ▲8.6% $3.26 ▲0.6% $2.03 ▲9.6% $1.51 ▲3.1% Source: FreshLook Marketing, year ending December 31, 2010 Millions

13 U.S. Pork Segments Jan/Feb 2011 Summary $s - % Chg vs. YA4.3%7.5%5.6%-3.2%-1.5%10.8%-3.2%0.1%34.9%-30.9%5.8%1.1% Lbs - % Chg vs. YA-4.4%-0.4%-11.4%-8.7%-8.6%1.2%-16.5%-18.2%29.7%-42.2%-12.5%-5.3% 2011 Avg Price $2.66 ▲9.0% $3.67 ▲8.0% $2.05 ▲19.2% $2.92 ▲5.9% $2.14 ▲7.8% $4.56 ▲9.5% $3.00 ▲16.0% $2.22 ▲22.4% $3.34 ▲4.0% $2.42 ▲19.6% $2.24 ▲20.9% $1.58 ▲6.8% Millions Source: FreshLook Marketing, January/February 2011 vs same time period year prior

14 U.S. Pork Segments Jan/Feb 2010 Summary $s - % Chg vs. YA-5.6%-3.8%0.8%-2.7%-18.3%4.0%9.6%-9.5%-24.4%-28.0%-7.0%1.6% Lbs - % Chg vs. YA-0.4%5.0%8.7%0.4%-10.7%11.2%12.6%-6.8%-14.6%-29.9%-4.0%0.1% 2010 Avg Price $2.44 ▼-5.3% $3.40 ▼-8.4% $1.72 ▼-7.2% $2.76 ▼-3.1% $1.99 ▼-8.5% $4.17 ▼-6.5% $2.58 ▼-2.6% $1.81 ▼-3.0% $3.21 ▼-11.5% $2.02 ▲2.8% $1.85 ▼-3.2% $1.48 ▲1.5% Millions Source: FreshLook Marketing, January/February 2010 vs same time period year prior

15 Part 3: U.S. Census Regions Pork Segments

16 InfoScan Standard Regions

17 Regional Breakout Summary 2010 Dollar Sales Source: FreshLook Marketing, year ending December 31, 2010

18 Regional Breakout Summary 2010 Volume Source: FreshLook Marketing, year ending December 31, 2010

19 California Pork Segments – 2010 Summary $s - % Chg vs. YA-2.4%9.7%5.3%8.0%-22.2%5.2%8.3%-3.7%22.9%45.3%14.6%11.9% Lbs - % Chg vs. YA-7.0%11.3%-5.3%6.8%-31.4%8.8%0.9%-17.5%22.4%57.5%11.7%11.1% 2010 Avg Price $2.62 ▲4.9% $3.43 ▼-1.4% $1.62 ▲11.2% $4.08 ▲1.1% $2.40 ▲13.3% $5.01 ▼-3.3% $2.33 ▲7.3% $1.88 ▲16.8% $1.90 ▲0.4% $2.63 ▼-7.7% $1.93 ▲2.6% $1.51 ▲0.7% Millions Source: FreshLook Marketing, year ending December 31, 2010

20 Great Lakes Pork Segments – 2010 Summary $s - % Chg vs. YA-0.4%13.0%-2.0%-20.0%-8.0%3.6%7.5%-4.9%-13.0%-1.4%-1.9%4.2% Lbs - % Chg vs. YA-9.2%9.6%-14.8%-20.5%2.3%4.6% -14.8%-21.0%-7.4%-17.8%-0.3% 2010 Avg Price $2.77 ▲9.7% $3.46 ▲3.1% $2.11 ▲15.0% $2.92 ▲0.6% $2.03 ▼- 10.1% $4.11 ▼-1.0% $2.79 ▲2.8% $1.83 ▲11.5% $1.98 ▲10.1% $3.88 ▲6.6% $1.94 ▲19.3% $1.57 ▲4.5% Millions Source: FreshLook Marketing, year ending December 31, 2010

21 Northeast Pork Segments – 2010 Summary $s - % Chg vs. YA2.4%-1.4%1.9%4.4%-15.2%8.9%4.0%-1.1%-4.6%-8.4%14.6%-4.2% Lbs - % Chg vs. YA-4.5%-7.6%-4.6%-1.4%-20.4%6.6%-1.1%-5.2%-8.1%-17.9%6.8%-9.5% 2010 Avg Price $2.46 ▲7.2% $3.53 ▲6.7% $2.01 ▲6.9% $2.46 ▲5.9% $2.03 ▲6.6% $4.55 ▲2.2% $2.88 ▲5.1% $2.47 ▲4.3% $2.55 ▲3.8% $3.20 ▲11.6% $2.33 ▲7.3% $1.45 ▲5.9% Millions Source: FreshLook Marketing, year ending December 31, 2010

22 Southeast Pork Segments – 2010 Summary $s - % Chg vs. YA-1.2%-0.9%-2.2%6.8%-26.2%1.5%4.3%0.3%-47.8%-15.0%-5.8%0.0% Lbs - % Chg vs. YA-6.1%-2.5%-12.3%7.8%-31.3%-4.3%-5.2%-10.2%-34.5%-14.1%-11.3%-4.3% 2010 Avg Price $2.80 ▲5.2% $3.89 ▲1.7% $1.89 ▲11.5% $3.14 ▼-0.9% $2.25 ▲7.5% $5.16 ▲6.0% $2.94 ▲10.1% $2.30 ▲11.7% $1.91 ▼- 20.3% $3.49 ▼-1.0% $2.32 ▲6.2% $1.65 ▲4.4% Millions Source: FreshLook Marketing, year ending December 31, 2010

23 Part 4: Feature Items

24 Boneless Pork Chops Source: FreshLook Marketing, 17 wks ending 9/12/09 & 9/10/10

25 Boneless Pork Chops Ad Featuring % Chg vs. YA▼-27.5%▼-10.5%▼-16.4% Source: Promodata, 17 wks ending 9/12/09 & 9/10/10

26 Spare Ribs Source: FreshLook Marketing, 17 wks ending 9/12/09 & 9/10/10

27 Spare Ribs Ad Featuring Source: Promodata, 17 wks ending 9/12/09 & 9/10/10 % Chg vs. YA▼-11.6%▼-6.3%▼-5.0%

This message funded by America’s Pork Checkoff Program. Further Questions/Discussion? Thank you!

This message funded by America’s Pork Checkoff Program. Appendix

30 MidSouth Pork Segments – 2010 Summary $s - % Chg vs. YA-3.7%3.1%3.3%4.1%-0.3%-0.7%-1.4%-8.6%-34.7%58.2%8.2%2.3% Lbs - % Chg vs. YA-5.7%2.3%-7.2%-1.0%-0.8%-3.4%-4.7%-19.9%-33.1%59.7%2.5%-0.1% 2010 Avg Price $2.69 ▲2.1% $3.73 ▲0.7% $1.77 ▲11.3% $2.96 ▲5.1% $2.17 ▲0.4% $4.31 ▲2.7% $2.85 ▲3.4% $1.90 ▲14.2% $2.32 ▼-2.3% $3.40 ▼-1.0% $1.95 ▲5.6% $1.66 ▲2.5% Millions Source: FreshLook Marketing, year ending December 31, 2010

31 Plains Pork Segments – 2010 Summary $s - % Chg vs. YA-12.3%-0.9%-2.0%42.5%-1.8%-0.3%1.8%-8.2%-16.3%10.0%3.8%0.0% Lbs - % Chg vs. YA-13.2%2.1%-9.3%56.9%-4.3%-2.7%-0.5%-4.9%-27.2%0.7%-5.6%-0.3% 2010 Avg Price $2.95 ▲1.0% $3.43 ▼-3.0% $1.73 ▲8.0% $3.62 ▼-9.2% $2.34 ▲2.6% $4.55 ▲2.4% $2.66 ▲2.3% $2.39 ▼-3.5% $2.11 ▲14.9% $3.70 ▲9.2% $2.04 ▲9.9% $1.63 ▲0.3% Millions Source: FreshLook Marketing, year ending December 31, 2010

32 South Central Pork Segments – 2010 Summary $s - % Chg vs. YA-0.6%1.2%5.9%14.3%-25.4%12.1%9.8%-4.3%-15.5%-22.6%-2.6%3.6% Lbs - % Chg vs. YA-3.7%1.7%-5.9%22.4%-28.7%16.6%8.6%-12.0%-27.0%-22.4%-10.9%0.6% 2010 Avg Price $2.36 ▲3.2% $3.63 ▼-0.5% $1.55 ▲12.4% $3.77 ▼-6.6% $2.25 ▲4.7% $4.29 ▼-3.9% $2.49 ▲1.1% $1.82 ▲8.8% $1.57 ▲15.8% $3.24 ▼-0.3% $1.79 ▲9.4% $1.33 ▲3.0% Millions Source: FreshLook Marketing, year ending December 31, 2010

33 West Pork Segments – 2010 Summary $s - % Chg vs. YA1.5% 5.5%-24.8%-15.6%6.0%12.2%-8.8%-9.2%-6.5%3.9%2.0% Lbs - % Chg vs. YA-5.7%-2.9%-2.5%-39.1%-22.9%6.1%9.8%-22.2%-8.4%-2.1%-3.3%-0.6% 2010 Avg Price $2.43 ▲7.6% $3.50 ▲4.5% $1.86 ▲8.2% $3.74 ▲23.5% $2.18 ▲9.4% $4.45 ▼-0.1% $3.07 ▲2.2% $1.91 ▲17.1% $1.99 ▼-0.9% $2.93 ▼4.5% $2.23 ▲7.5% $1.46 ▲2.6% Millions Source: FreshLook Marketing, year ending December 31, 2010

34 Pork Chops Boneless Ad Featuring & Placement Source: Promodata, 17 wks ending 9/12/09 & 9/10/10

35 Spare Ribs Ad Featuring & Placement Source: Promodata, 17 wks ending 9/12/09 & 9/10/10