FROZEN DARK BURGERS – 25% GROWTH Presented by: Brent Koosmann, Product Manager - Frozen 9/21/10

Overview Business Review Expand Distribution Maximize Promotions Catalina

Business Review – Dark Burgers 25% Goal: 24.3MM lbs (4.25%) 12.5% AOP: 23MM lbs Trend has been down since 2008 But things are looking up! Walmart: P6-P10 = +40% to LY All Other: P10 = +11.5% to LY Nielsen 52wk sales = +6% to LY

EXPAND DISTRIBUTION

Expanded Sku Distribution Half of JOTS frozen burger accounts carry just 1 sku 41 of those accounts carry the original dark burger carton 27 carry the original dark burger bag Key Opportunities: 1MM lbs Food Lion Kroger Safeway Target Winn Dixie Meijer Demoulas Most carry original Need to add seasoned +

Example Account “A” traded out the seasoned burger on the assumption that consumers would all shift to original. Proof that carrying both the original and seasoned burgers drives incremental volume

MAXIMIZE PROMOTIONS

Maximize Promotions 2 for $10 Example Nielsen data shows $5/unit typically doubles base volume Example

2 FOR $10 Maximize Promotions Frequency: Up to 10wks/yr Cost: $.67/lb to buy down to $5 at 40% margin Across total annual AOP – Cost of program is $.22/lb $.33 trade + MDF available for additional support Key Timing: New Year / New You Memorial Day 4th of July Labor Day Extend season to early spring / late fall 2 FOR $10

CATALINA

Catalina – Trial Event Strategy: Tactics: Drive Trial and Awareness for Jennie-O Turkey Store Frozen Burgers among buyers of Frozen Beef Burgers during key grilling seasonal period. Tactics: Household Database: Drive Trial for Jennie-O Turkey Frozen Burgers among Buyers of branded Frozen Beef Burgers. “Save $2.00 on ONE+ Jennie-O Turkey Store Frozen Burgers” 1.3MM coupons 2.00

Catalina – Trial Event Markets Timing National Grocery Outlets (estimated 13,000 stores) Timing 8-weeks: April 18th through June 12th, 2011 (Catalina’s Cycles #5 & #6, 2010)