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Veal Foodservice Program Update 2009 Cattle Industry Summer Conference July 17, 2009 Funded by 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 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, 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 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 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 – 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) – 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 & 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 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 – 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 – 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 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 Funded by The Beef Checkoff 13