Research Highlights from A confidential survey among readers of Plate magazine “Usage of Pork Products Among Chefs.” June 2006

Methodology/Purpose  Online survey completed by nearly 100 chefs nationwide.  To help niche pork producers/processors understand chefs’ needs and interests. Respondents  51% fine dining/white tablecloth, 29% casual dining/dinner house, 20% other (i.e. catering, private club).  42% East Coast, 32% Midwest, 14% West Coast, 7% South, 5% Mountain.

Highlights  Many niche pork attributes are considered important – but not easy to find.

Highlights  The importance of some niche pork attributes is even higher among fine dining/white tablecloth chefs, and price less important.

Highlights  Some niche attributes are considered easier to find in certain regions: - 34% of Midwest chefs stated “locally grown pork” as being easy to find compared with 21% of all chefs surveyed, and only 19% of East Coast chefs  Some niche attributes are considered more important in certain regions: - 59% of East Coast chefs stated “pork raised without growth promotants” as important compared with just 34% of Midwest chefs - 41% of East Coast chefs stated heirloom breeds as important compared with 28% of Midwest chefs

Highlights  66% of all chefs surveyed buy locally grown or farm direct pork at least some of the time – 80% of fine dining chefs buy local or direct at least some of the time.  Fine dining chefs are more likely to always buy local or direct (21% versus 12% for all chefs).

Highlights  “Availability” and “knowing/being approached by local producers” was the most common motivating factor for buying local/direct.  Some buy local/direct because of personal convictions: “it’s the foundation of what we believe in,” “it’s the right thing to do,” “it’s my ideas and beliefs.” What motivates, or would motivate you to buy locally grown or farm direct pork?

Highlights  44% of chefs surveyed mention niche pork characteristics on their menu such as: - Berkshire or kurobuta pork - farm name - brand name - “organic” - “locally grown” - “farm raised”