Veal Foodservice Program Update 2009 Cattle Industry Summer

Veal Foodservice Program Update 2009 Cattle Industry Summer Conference July 17, 2009 Funded by The Beef Checkoff 1

Increasing Consumer Demand for Veal Foodservice Channel Retail Channel Veal Go To Market Strategy Research Issues Management Quality Assurance Supported by Market Research. Funded by The Beef Checkoff 2

Go To Market Chain Update • Osso Buco Spring Promotion – June 3 -16, 2009 • Promoted via E-mail – E-blast sent to customers • Peter Schonman – Involved with two past Veal Media Events • Total Estimated Veal Sales: - $4, 410 - 630 lbs. Source: 21 units, 30 orders/week 8 oz. /serving at $7/lb. Funded by The Beef Checkoff 3

Go To Market Chain Update • Two Seasonal Promotions – June 1 -14: Lombardia Region • Osso Buco alla Milanese – January 5 - 18: Trentino Region • Sliced, oven-roasted veal • Total Estimated Veal Sales: - $8, 085 - 1, 155 lbs. Just Added! August 5 th Special Wine Dinner Osso Buco alla Boscailola on menu Source: 22 units, 30 orders/week OB: 8 oz. /serving at $7/lb. Funded by The Beef Checkoff Roast: 6 oz. /serving at $7/lb. 4

Go To Market Chain Update • New Breaded Cutlet – Fixed issues with current product and added a new Veal item – Relationship due to 2008 Veal Battle for Chicago media event • Total Estimated Veal Sales: - $94, 500 - 18, 900 lbs. Source: 120 units, 30 orders/week, 3 months volume 7 oz. /serving at $5/lb. Funded by The Beef Checkoff 5

Go To Market Chain Update • Continue to see some chains promoting Veal – Tuscan-Style Chop on menu • Offered two ways – Added to menu based on Nation’s Restaurant News/American Culinary Federation 2009 trend data that supported new Veal cuts – Participant in 2008 Veal Media event • Total Estimated Veal Sales: - $356, 400 - 32, 400 lbs. Source: 60 units, 30 orders/week, 6 months volume 12 oz. /serving at $11/lb. Funded by The Beef Checkoff 6

Go To Market Chain Update • Two Veal Chop Promotions (2 weeks each) – 12 oz. Frenched Veal Chop • Fathers Day, June 2009 • Fall 2008 • Other In-house Specials – Osso Buco (4 weeks) – Veal Cutlet Strips (4 weeks) • Total Estimated Veal Sales: - $1, 593, 750 - 187, 500 lbs. Source: 250 units, 125 orders/week Fr. Chop: 12 oz/serving at $11/lb. OB: 8 oz. /serving at $7/lb. Funded by The Beef Checkoff Roast: 6 oz. /serving at $7/lb. 7

Go To Market Chain Update • Chateau St. Michelle Wine Partnerships – Veal & Wine frequent purchase program with Sweepstakes Trip to Italy – Two Foodservice Opportunities • UNO - Fall 2009 • Buca di Beppo - January 2010 – Funded with Ohio and Michigan Federation Grants Funded by The Beef Checkoff 8

Trade Show & Event Marketing Update • February 24 -25, 2009 • Foodservice event for caterers, executive chef’s and high end catering • Presented new cuts of Veal to the industry • Culinary Showcase Presentation – Veal demo featuring boneless Osso Buco from the shoulder – Two booths promoting all cuts of Veal • Co-Sponsored by The Beef Checkoff with: Funded by The Beef Checkoff 9

Trade Show & Event Marketing Update • NAMP: Center of the Plate Conference – Texas A&M University – May 5 -7, 2009 • Support from our partners: – Mountain States/Rosen • Veal carcasses – Nagel Veal & Quality Meats • New Veal cuts from optimization study – Strauss Brands • Veal meat balls for reception Funded by The Beef Checkoff 10

Trade Show & Event Marketing Update • Southwest Foodservice Expo – Dallas, TX – June 28 -30, 2009 • Co-sponsored with: Funded by The Beef Checkoff 11

Vealstore. com Update • Significant declines in web activity due to change in strategy Funded by The Beef Checkoff 12

Funded by The Beef Checkoff 13