New Chuck Roll Cuts: The Next Frontier

Agenda Increasing Beef Demand Program Background NEW! Chuck Roll Cuts: The Next Frontier –The Denver Cut –America’s Beef Roast –Boneless Country-Style Beef Chuck Ribs –Delmonico Steak Tools to Assist You Getting the Word Out Next Steps

Increasing Beef Demand Adding value to the chuck by giving consumers more choices within several price ranges The chuck (and round) cuts do not achieve value for different grades (yet)

New news about beef –Passion + Protein + Strength = Beef –“It’s ok to satisfy my desire for beef” Consumers Love Beef Beef is great tasting! Beef makes you strong! Beef keeps you going! Increasing Beef Demand

Program Background Original Beef Value Cuts program launched in 2000 Most successful cuts from the clod include: 1.Flat Iron Steak 2.Petite Tender 3.Ranch Steak +19% +43% +96% Ranch Steak Petite Tender Flat Iron Steak Foodservice: 2006 Tremendous Growth 37MM lbs. 40MM lbs. 92MM lbs. Retail: 2006 Increased Availability Source: NCBA Retail & FS teams

The Next Frontier: Introducing America’s Favorite Chuck Cuts

Tender, flavorful, versatile 4th most tender muscle Generously marbled for a juicy, restaurant-quality steak experience Preferred Cooking Method –Grill Applications –Center of the plate The Denver Cut (Under Blade 116G)

The Denver Cut A Steak Lover’s Steak

America’s Beef Roast Succulent and impressive with great beef flavor Cost-effective alternative to Prime Rib –Includes 3rd and 8th most tender muscles Preferred cooking method –Oven roast (dry roasting) Applications –Center of the plate –Perfect for roast beef sandwiches (Chuck Eye 116D)

America’s Beef Roast The Versatile Roast

Flavorful and juicy Meaty, tender ribs without the bones Perfectly portioned Leftovers have great robust flavor Preferred cooking method –Braise or braise then grill Applications –Center of the plate –BBQ Boneless Country-Style Beef Chuck Ribs (Chuck Eye 116D)

Boneless Country-Style Beef Chuck Ribs Delicious. No Bones About It.

Premium flavor Extremely tender & juicy –Cut from an area of the Chuck Roll right next to the ribeye Suitable for any occasion Preferred cooking method –Grilling Applications –Center of the plate –Dry rubs & sauces heighten the great beef flavor The Delmonico Steak (Chuck Eye 116D) FIX

The Delmonico Steak A 4-star plate presentation

Positioned For Success Industry tested and developed –Project work to date Muscle optimization study Technical –Detailed due diligence Culinary center research –Cooking applications –Recipe development

Positioned For Success (cont.) Industry tested and developed –Positive input and feedback from top packers –Integrated naming process Industry business professionals Academia –University of Nebraska Consumers USDA involvement

Versatile These chuck cuts are well-suited for: –High-volume cooking –Home-style cooking –Ethnic dishes –Steaks –Premium beef offerings Fajitas Burgers Roasts

Why America’s Favorites Will Be Yours Too Beef lovers will embrace these new Chuck Roll cuts! –Offer versatility, variety & great beef flavor Distinctly different cuts from what is currently offered in the fresh meat case and restaurant menus These cuts will meet the needs of their cooking and dining lifestyles Increased profit & margin opportunities

Getting To Know The Cuts Tools To Assist You Cutting Guides –IMPS/NAMP descriptions –Image of new cut –Detailed cutting instructions –Images showing cutting procedures

Fact Sheets –Cooked product image –Product attributes –Applications –Preparation instructions Getting To Know The Cuts Tools To Assist You

Sell Sheets –Great for staff education –Cooked product image –Product features & benefits –Customer benefits Getting To Know The Cuts Tools To Assist You

Economic Model

RecipesWebsite Technical Support Getting To Know The Cuts Tools To Assist You Photos

Getting the Word Out! NCBA PR –Press releases –Fact sheets –Photos –Be available for interviews –Posting materials on Foodservice, Retail & BIG websites Participate in events/trade shows –RCA – March 2008 –AMI – March 2008 –MUFSO 2008 –NRA 2008

Optimizing the Chuck Roll is a Win-Win! For Consumers –Expands the range of appealing beef cuts from the chuck Variety Versatility Great beef flavor Tenderness

Optimizing the Chuck Roll is a Win-Win! (cont.) For Operators and Retailers –Stimulates beef demand and consumption News for your consumers Provides additional meat equities for operators and retailers Provides added margin/profitability in the fresh meat case Merchandising flexibility Potential for improved in-stock position

Optimizing the Chuck Roll is a Win-Win! (cont.) For Processors/Packers and Steak Cutters –Adds choices/variety –Boosts volume, increases margin –Maximizes carcass value

New Chuck Roll Cuts: The Next Frontier Let the Expedition Begin!