Retail Advisory Committee

Retail Advisory Committee

Data Presentation (Expanded)September 29, 2010

This is a starting point only

What’s Here:Core species – pork, beef, chickenLess detail for beef and chickenMore detail for pork at specific levelsNo 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.

Data Parameters

Data provided by the Meat Solutions VMMEAT®

system sourced from FreshLook Marketing scanner data

FreshLook Data:Represents approximately 68% of the ACVAll 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

Additional Data NotesSegments Included

Fresh Meat includes all beef, pork and chickenChicken includes broilers and roasters, but no game birdsChops includes both bone-in and bonelessRibs includes all pork ribs, spareribs and back ribsRoasts includes entire roast data section and all subprimals except loin. Note that tenderloin is included; will be separated in subsequent presentationsWhole/Half Loins includes whole and half, wholesale cut and sub-primal top loinNo IRI fixed weight in this slide set so limited amount of value added or dinner sausage

VolumePercentage Change vs Year Ago

0.7%0.2%

-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

Q1 '08 Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Total Fresh Meat Pork*

-5.7%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Q1 '08 Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

VolumePercentage Change vs Year Ago

-5.7%

-10.2%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Q1 '08 Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Total Fresh Meat Pork

VolumePercentage Change vs Year Ago

-5.7%

-10.2%

-5.0%

-2.9%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Q1 '08 Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Total Fresh Meat Pork Beef Chicken

Dollar SalesPercentage Change vs Year Ago

0.7%0.2%

-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

Q1 '08 Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Total Fresh Meat Pork*

Provided by the Meat Solutions VMMEAT ® system sourced from FreshLook Marketing scanner data

0.7%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Q1 '08 Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Dollar SalesPercentage Change vs Year Ago

0.7%-0.6%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Q1 '08 Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Total Fresh Meat Pork

Dollar SalesPercentage Change vs Year Ago

0.7%-0.6%

0.9%1.7%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Q1 '08 Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Total Fresh Meat Pork Beef Chicken

Average Price

$2.96

$2.71

$3.80

$2.03

$-

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Total Meat Pork Beef Chicken

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Dollar Sales

Volume

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Dollar Sales

Volume

Beef CategoryPercentage Change vs Year Ago

Steaks Roasts

Grinds

7.5%

0.8%

13.9%

4.2%

-2.5%-5.0% -5.2%

6.2%

-1.2%

4.2%

-1.9%-5.3%

-0.2%

0.2%

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Dollar Sales

Volume

6.4%8.7%

5.4%9.5%

5.2%

-8.6% -9.4%

5.4%

10.8%

-1.1%

0.7% 2.0%

-3.5% -2.3%

7.5%

3.1%

12.0%

6.5%

1.8%

-3.2% -4.8%

12.6%

4.9%3.1%

-4.1%-5.0%

-0.1%

1.1%

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Dollar Sales

Volume

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Dollar Sales

Volume

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Dollar Sales

Volume

Chicken CategoryPercentage Change vs Year Ago

Breast Meat Other Parts

Whole Birds

12.0%

4.9%7.6%

1.7%

-3.6% -2.5%-0.6%

6.9%

0.0%-0.1% -1.9%

-5.2%

-0.2%

2.0%

9.5%

2.9%

11.7%

7.0%9.9%

5.5%

0.0%

11.7%

5.3% 6.5%4.1%

6.4% 6.5%4.7%

9.9%

-1.4%

16.0%

3.0%

-2.9% -3.5%

-15.3%

10.6%

2.4%4.2%

-6.4%-2.5%

-5.4%

-12.1%

Fresh Pork – major segmentsVolume (Millions)

166.5

107.2

86.6

35.4

22.9

155.5

148.5

68.2

27.5

23.5

169.1

151.9

72.9

30.1

24.9

156.6

86.4

111.3

39.5

21.3

167.0

106.0

88.6

32.4

22.1

152.8

140.7

63.5

23.8

22.6

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10

Chops Ribs Roasts Whole / Half Loins Steaks

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Fresh Pork – major segmentsVolume - Percentage Change vs Year Ago

Chops

7.3%

-1.7%-3.6%

10.8%5.4%

0.3%

-7.5%

Ribs 24.4%

-5.2%

8.8%

19.5%

11.6%

-1.1%

-10.1%

Roasts

8.6%

-6.9%

-0.2%

21.2%18.8%

2.3%

-11.1%

Whole & Half Loins 32.7%

-13.2%

8.0%

18.1%

31.4%

-8.4% -6.2%

Fresh Pork – major segmentsDollar Sales (Millions)

$491.7

$245.8

$193.8

$81.0

$49.9

$449.7

$348.9

$153.0

$64.9

$51.5

$475.1

$344.4

$158.0

$68.7

$52.8

$428.4

$193.7

$207.0

$81.7

$44.2

$467.6

$243.4

$192.7

$71.7

$48.1

$461.7

$352.5

$155.8

$58.9

$53.4

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10

Chops Ribs Roasts Whole / Half Loins Steaks

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Fresh Pork – major segmentsDollar Sales - Percentage Change vs Year Ago

Chops

6.5%2.7%

-4.5%-1.1%

-6.0% -4.9%-0.3%

Ribs

18.2%

1.0%4.2% 6.1%

-0.3% -1.0%

0.8%

Roasts

4.1% 1.8%

-2.1%

3.7%

-0.5% -0.6%

0.3%

Whole & Half Loins 41.4%

-9.2%

10.0%14.2% 14.3%

-11.6%

-3.9%

$-

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Chops Ribs Roasts Wh & Hf Loins Steaks

Fresh Pork Average Pricing

HamVolume (Millions)

17.0

13.5

24.8

8.0

2.3

36.2

40.6

54.0

6.8

4.5

12.73.8

23.7

7.3

1.0

58.7

76.8

82.4

9.111.5

22.5

18.5

28.2

9.6

2.2

27.4

38.7

44.3

7.9

3.3

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10

Whole

Ham Steaks

Butt / Shank

Spiral

Bnls/Semi Bnls

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Ham – major segmentsVolume - Percentage Change vs Year Ago

Boneless/Semi Boneless

32.7%

-3.3% -1.8% -24.5% -10.5%

Spiral

37.2%53.2%

-0.7% -4.6%

10.7%

51.9%

-18.0%

17.2% 14.1%

-58.6%

Ham Steaks

3.2% 15.6%12.5% 20.3% 26.8%

Butt / Shank

139.6%

-60.1%

629.8%

-66.9%

242.3%

-48.1%

4.0% 2.5%

HamDollar Sales (Millions)

$52.3

$27.5

$34.4

$29.3

$4.3

$80.4

$80.2

$67.2

$24.8

$7.9

$41.4

$8.2$31.9

$26.8

$2.4

$131.7

$162.7

$107.2

$31.7

$19.8

$57.9

$38.0

$38.0

$31.8

$4.2

$66.5

$75.1

$56.4

$26.9

$5.9

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10

Whole

Ham Steaks

Butt / Shank

Spiral

Bnls/Semi Bnls

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Ham – major segmentsDollar Sales - Percentage Change vs Year Ago

Boneless/Semi Boneless

10.7%

-6.8% -8.0% -17.2% -4.7%

Spiral

38.3%9.8%

-3.6% -6.4%

9.7%

28.0%

-16.0%

4.8% 10.5%

-45.4%

Ham Steaks

1.6% 8.5%4.3% 8.3% 16.3%

Butt / Shank

81.5%

-48.7%

539.7%

-65.8%

192.1%

-43.8%

7.9% 2.1%

$-

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 July 2010

Bnls/Semi Bnls Spiral Butt / Shank Ham Steaks Whole

Ham Average Pricing

Ham – major segments Featuring

Spiral Other Ham

Q3 2009 Q4 2009 Q1 2010 Q2 2010 Total 272 1,227 328 333Total PY 291 1,573 208 543% change -6.53% -22.00% 57.69% -38.67%

Front Page 19 416 212 119FP PY 4 584 86 192% change 375.00% -28.77% 146.51% -38.02%

Spiral HamQ3 2009 Q4 2009 Q1 2010 Q2 2010

Total 476 1,712 782 534Total PY 241 1,363 480 833% change 97.51% 25.61% 62.92% -35.89%

Front Page 88 388 211 163FP PY 25 262 87 229% change 252.00% 48.09% 142.53% -28.82%

Other Ham

272

19

1,227

416328

212333

119

Q3 '09 Q4 '09 Q1 '10 Q2 '10

Total AdsFront Page

476

88

1,712

388

782

211

534

163

Q3 '09 Q4 '09 Q1 '10 Q2 '10

Total Ads

Front Page