Adding and Extracting Value from Paddock to Retailer Gerard Keenan, CEO, Keenan

Crisis in the beef industry – prices drop by 20% June 2005 Irish beef prices drop from €3.00 to €2.40 per kilo DW September 2005 Irish Market prices €2.43 per kilo DW KK Club contract prices €3.26 per kilo DW

KK Beef Club Origins 1998 Crisis in European beef markets New way needed Forum for change - processors, farmers union, farming press, Keenan nutritionists, Australian Total Quality expert Modest first steps

The challenge 1.KK Beef Club Specification: (heifers) 1.Carcase weight 20 mths. max. 2.Colour Fat - white (no yellow) Meat – Pink 3.Carcase conformation U(3,4L,4H) R(3,4L,4H) 2.From grass-based production system 3.On year-round basis 4.Project scalability 5.Need for the project to financially work for all parties – farmers, processors (and retailer) Keenan’s role was to contribute at all 5 levels

Carcase description - % meeting KK Beef Club specification KK Beef Club Specification: (heifers)  Carcase weight 20 mths. max.  Colour Fat - white (no yellow) Meat - Pink  Carcase conformation U(3,4L,4H) R(3,4L,4H) Source KK Beef Club grading figures % hit target

KK Beef Club Consistently hitting a tight specification on bulls and heifers Characteristic% Hitting Spec. carcase weight84% conformation 87% fat colour 98% meat colour98% Source: KK Club, bulls and heifers 2001 Not possible with traditional production methods

KK Beef Club Dynamic competitive strategies to counter ‘copy- cats’ –Current market prices €2.48 per kilo DW –Standard KK (bulls, heifers < 24 months, white fat, pink meat) currently €2.76 and normally 14c above market price (+11% on €2.48) –GMO free (2001), strict codes of practice, currently €3.06 (+23% on €2.48) –GMO free, strict supply basis, currently €3.26 (+31% on €2.48) Outcomes Reliable market for producers and predictable supply to processor (6 months in advance)

KK Beef Club Outcomes Guaranteed supply due to planned production process: –1998 – 2,000; 1999 – 20,000; ,000 –2005 – 70,000 (40,000 on GM0 free) Keenan had critical role: –Proving it was possible to efficiently produce white fat, pink meat from grass-based system –Delivering technical know-how to producers; imparting capability at low cost –Acting as ‘honest broker’ in relationship between farmers and Kepak

Key features Trust between processor and farmer àCommitment two-way àThe other side needs to win too àBoth sides faced challenges to their commitment Lifted the gloom of the industry àBranded KK Club by beef journalist àPointed a new way forward àNext generation vision for the industry Recognised as flagship for Ireland’s beef industry and role model for ‘subsidy-free’ beef industry

Adding and Extracting Value from Paddock to Retailer The elimination of causes of variation in quality and productivity will create wealth for all parties in the supply chain. The potential benefits in a successful alliance are 20%-30% of total costs. Improving total business productivity and reduced unit costs Reducing quality ‘penalty’ costs and improved average prices Becoming reliable, valued suppliers - building market share

Adding and Extracting Value from Paddock to Retailer The elimination of causes of variation in quality and productivity will create wealth for all parties in the supply chain. The potential benefits in a successful alliance are 20%-30% of total costs. Long term Building chain capability for next stage product innovation, differentiation and competitiveness Powerful motivation for all participants