1. Retail Advisory Committee
Data Presentation (Expanded)
September 29, 2010

2. This is a starting point only
What’s Here:
Core species – pork, beef, chicken
Less detail for beef and chicken
More detail for pork at specific levels
No featuring data
What’s Missing? What’s Overkill?
We need your thoughts and input on where to go from here and what would help you most.

3. Data Parameters
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

4. Additional Data Notes Segments Included
Fresh Meat includes all beef, pork and chicken
Chicken includes broilers and roasters, but no game birds
Chops includes both bone-in and boneless
Ribs includes all pork ribs, spareribs and back ribs
Roasts includes entire roast data section and all subprimals except loin. Note that tenderloin is included; will be separated in subsequent presentations
Whole/Half Loins includes whole and half, wholesale cut and sub-primal top loin
No IRI fixed weight in this slide set so limited amount of value added or dinner sausage

5. Volume Percentage Change vs Year Ago

6. Volume Percentage Change vs Year Ago
Fresh Pork numbers include Ham.

7. Volume Percentage Change vs Year Ago
Fresh Pork numbers include Ham.
Chicken includes Broilers and Roasters. Does not include Cornish Hens.

8. Dollar Sales Percentage Change vs Year Ago
Provided by the Meat Solutions VMMEAT ® system sourced from FreshLook Marketing scanner data

9. Dollar Sales Percentage Change vs Year Ago
Fresh Pork numbers include Ham.

10. Dollar Sales Percentage Change vs Year Ago
Fresh Pork numbers include Ham.
Chicken includes Broilers and Roasters. Does not include Cornish Hens.

11. Average Price Fresh Pork numbers include Ham.
Chicken includes Broilers and Roasters. Does not include Cornish Hens.

12. Beef Category Percentage Change vs Year Ago
Steaks
Roasts
13.9%
10.8%
9.5%
7.5%
8.7%
6.2%
5.4%
6.4%
5.4%
5.2%
4.2%
4.2%
0.8%
0.2%
2.0%
0.7%
-0.2%
-1.2%
-1.9%
-1.1%
-2.5%
-2.3%
-3.5%
-5.3%
-5.0%
-5.2%
-8.6%
-9.4%
Grinds
12.6%
12.0%
7.5%
4.9%
6.5%
3.1%
3.1%
1.8%
1.1%
-0.1%
-5.0%
-4.1%
-3.2%
-4.8%

13. Chicken Category Percentage Change vs Year Ago
Breast Meat
Other Parts
12.0%
11.7%
11.7%
9.5%
9.9%
7.6%
6.9%
6.5%
7.0%
6.4%
6.5%
4.9%
5.3%
5.5%
4.1%
4.7%
1.7%
2.0%
2.9%
0.0%
0.0%
-0.1%
-0.2%
-1.9%
-0.6%
-3.6%
-2.5%
-5.2%
Whole Birds
16.0%
10.6%
9.9%
4.2%
2.4%
3.0%
-1.4%
-2.5%
-2.9%
-3.5%
-6.4%
-5.4%
-12.1%
-15.3%

14. Fresh Pork – major segments Volume (Millions)
Ribs include all Pork Ribs as well as Belly Spareribs Whole and Loin Back Ribs Whole.
Roast include all roast forms as well as Subprimals (Arm, Blade, Center, Picnic, & Tenderloin)
Whole & Half Loins include Half, Whole, Wholesale Cut and Subprimals (Top, Top Loin, & Whole)

15. Fresh Pork – major segments Volume - Percentage Change vs Year Ago
Chops
Ribs
24.4%
19.5%
10.8%
11.6%
7.3%
8.8%
5.4%
0.3%
-1.7%
-1.1%
-3.6%
-5.2%
-7.5%
-10.1%
Roasts
Whole & Half Loins
32.7%
31.4%
Ribs include all Pork Ribs as well as Belly Spareribs Whole and Loin Back Ribs Whole.
Roast include all roast forms as well as Subprimals (Arm, Blade, Center, Picnic, & Tenderloin)
Whole & Half Loins include Half, Whole, Wholesale Cut and Subprimals (Top, Top Loin, & Whole)
21.2%
18.8%
18.1%
8.6%
8.0%
2.3%
-0.2%
-6.9%
-6.2%
-8.4%
-11.1%
-13.2%

16. Fresh Pork – major segments Dollar Sales (Millions)
Ribs include all Pork Ribs as well as Belly Spareribs Whole and Loin Back Ribs Whole.
Roast include all roast forms as well as Subprimals (Arm, Blade, Center, Picnic, & Tenderloin)
Whole & Half Loins include Half, Whole, Wholesale Cut and Subprimals (Top, Top Loin, & Whole)

17. Fresh Pork – major segments Dollar Sales - Percentage Change vs Year Ago
Chops
Ribs
18.2%
6.5%
6.1%
4.2%
2.7%
1.0%
0.8%
-1.1%
-0.3%
-0.3%
-1.0%
-4.5%
-6.0%
-4.9%
Roasts
Whole & Half Loins
41.4%
Ribs include all Pork Ribs as well as Belly Spareribs Whole and Loin Back Ribs Whole.
Roast include all roast forms as well as Subprimals (Arm, Blade, Center, Picnic, & Tenderloin)
Whole & Half Loins include Half, Whole, Wholesale Cut and Subprimals (Top, Top Loin, & Whole)
14.2%
14.3%
10.0%
4.1%
3.7%
1.8%
0.3%
-0.5%
-2.1%
-0.6%
-3.9%
-9.2%
-11.6%

18. Fresh Pork Average Pricing
Ribs include all Pork Ribs as well as Belly Spareribs Whole and Loin Back Ribs Whole.
Roast include all roast forms as well as Subprimals (Arm, Blade, Center, Picnic, & Tenderloin)
Whole & Half Loins include Half, Whole, Wholesale Cut and Subprimals (Top, Top Loin, & Whole)

19. Ham Volume (Millions)

20. Ham – major segments Volume - Percentage Change vs Year Ago
629.8%
Boneless/Semi Boneless
Spiral
139.6%
32.7%
53.2%
37.2%
10.7%
-3.3%
-1.8%
-24.5%
-10.5%
-0.7%
-4.6%
-60.1%
-66.9%
Butt / Shank
Ham Steaks
242.3%
51.9%
17.2%
14.1%
4.0%
2.5%
3.2%
12.5%
20.3%
15.6%
26.8%
-18.0%
-48.1%
-58.6%

21. Ham Dollar Sales (Millions)

22. Ham – major segments Dollar Sales - Percentage Change vs Year Ago
539.7%
Boneless/Semi Boneless
Spiral
81.5%
10.7%
38.3%
9.8%
9.7%
-6.8%
-8.0%
-17.2%
-4.7%
-3.6%
-6.4%
-48.7%
-65.8%
Butt / Shank
Ham Steaks
192.1%
28.0%
4.8%
10.5%
7.9%
2.1%
1.6%
4.3%
8.3%
8.5%
16.3%
-16.0%
-43.8%
-45.4%

23. Ham Average Pricing

24. Ham – major segments Featuring
Spiral
Other Ham