1. FRESH CHUBS:
Success Story

2. CATEGORY Fresh Ground Turkey: 152 million lb category, up 12% to YA
Within the category: ground turkey in a tray + 11%
ground turkey in a chub + 21%
The ground turkey Chub category is up 43% in the most recent 12 weeks
Jennie-O has increase share 12 points in the last year, now at 23% and have more than doubled EQ and Dollar volume
Source: AC Nielsen, 52 and 12 weeks ending 1/8/2011

3. CONSUMER
The fresh ground turkey chub buyer is different from the tray consumer
There is very little overlap between the buying households
Both types of households increased vs. YA
Tray exclusive households grew by 18%
Chub exclusive households grew by 58%
Only 8% of households purchase both trays and chubs, which as not changed from YA
Source: AC Nielsen Market Studies 2009 & 2010
2010:
18,254,000 Tray Buyers
2010: 3,914,000
Chub Buyers
When analyzing Jennie-O fresh ground turkey accounts:
Accounts that carry only fresh trays grew volume by 7%
Accounts that carry fresh trays and chubs grew volume by 14%
Source: AC Nielsen 52 weeks ending 1/8/2011

4. Lean Turkey Breakfast Sausage
NEW ITEM: Lean Breakfast Sausage Chub
To build on the success of Jennie-O’s fresh ground turkey chub business, we are excited to introduce a great new item
Lean Turkey Breakfast Sausage
Lean, 90/10
Great breakfast sausage flavor
60% less fat than pork sausage
Only 110 calories and 6 g of fat per serving

5. NEW ITEM: Lean Breakfast Sausage Chub
Available Now!
List Price: $1.85/lb
With available spend rate, can be line priced on shelf with the 1 lb 90/10 Lean Ground Turkey Chub

6. Appendix 6

7. Lean Turkey Breakfast Sausage Chub 013405
List of Ingredients:
TURKEY, TURKEY FAT, SEASONING (SALT, DEXTROSE, NATURAL FLAVOR, HYDROLYZED CORN PROTEIN, BHA, BHT, CITRIC ACID), NATURAL FLAVORING.

8. Lean Ground Turkey 013018 List of Ingredients:
TURKEY, NATURAL FLAVORING.

9. Lean Ground Turkey 013025 List of Ingredients:
TURKEY, NATURAL FLAVORING.

10. Ground Turkey
List of Ingredients:
TURKEY, NATURAL FLAVORING.

11. Ground Turkey
List of Ingredients:
TURKEY, NATURAL FLAVORING.

12. Pricing
013016: 85/15 1 lb
$1.63/lb
013021: 85/15 3 lb
$1.58/lb
013018: 90/10 1 lb
$1.80/lb
013025: 90/10 3 lb
$1.75/lb
013405: 90/10 1 lb Breakfast
$1.85/lb