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

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

3. 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

4. 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)

5. 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.

6. 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

7. 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+

8. 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

9. 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

10. Summer Grilling Ad Support

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

12. 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

13. 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

14. 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