incorporated Long Grain & Wild Rice Training May, foodservices us

Objective To better understand the unique selling features of UNCLE BEN’S ® Long Grain and Wild Rice blends. 2

Patented Converted® Brand rice process State of the art rice plant Highest quality control in industry Rice co-op’s must use all members’ rice crops – good or bad rice Laser eye sorts each kernel Double quality/safety process checks Uncle Ben’s® Competitive Edge Dedicated foodservice R&D – constant innovation Wide variety of pack sizes 0 grams trans fat Hot water prep method Lower Sodium products Dedicated customer service

Current Usage of UNCLE BEN’S® Response Top 2 Box % Not AwareTotal Commerc ial Non- Commerc ial Respondent base Wild rice3%84%78%87% Flavored rice Pilafs Infused rice Stuffing Rice and beans Basmati rice Jasmine rice Natural Risotto International grains Ready to heat bulk pouches No-cook rice Sauces68897 Bread pudding Source: Technomic I-Lab Study, February 2010 ; Independent Rice Study, 2007, Product Usage: % Indicating “Currently Use” and “Used in the Past” (Base: all respondents = 300) 4 Operators who use rice, favor UNCLE BEN’S ® Brand Wild Rice, Flavored Rice and Rice Pilaf. Usage has increased over 50% in the last 3 years.

Rice Purchase Decision Drivers Source: Technomic I-Lab report, February 2010, How important are each of the following attributes to your rice purchase decision? Scale: 1-4, where 1 = "Not Important" and 4 = "Critical" Rice Purchase Decision Drivers (Base: all respondents = 300) 5 Product quality (96%) is the top driver operators cite when making rice purchase decisions. Customer acceptance is also highly important and scores at the same level as price.

Drivers of Foodservice Rice Growth Three key drivers for rice growth are: 1.Increased popularity of ethnic cuisines that included rice; pan Asian, Spanish, and Mediterranean. 2.Consumer’s desire for healthier meals led to increases in brown rice and rice blends with whole grains. The 2005 Food Pyramid highlighted whole grains as a focus for daily intake to maintain a healthy lifestyle which has help increase the demand of whole grains in the Foodservice channels. 3.Introduction of convenience oriented rice products such as ready to serve, instant and pre-flavored rice. Health-Conscious Patrons WANT whole grain products that meet the requirements for natural fiber, are more nutritious and still deliver on a flavorful product experience Many patrons prefer whole grain rice because it goes through fewer refinement processes, keeping more of the natural nutrition and fiber of the rice grain 6

Rice Incidence on the Menu Source: Mintel Quarterly Data Q4 2009, Data-Set: Buffets, Chain Restaurants, Independents, Top 100 Chain Restaurants, Top Chefs. Location On Plate: Center of Plate, Prepared Entree, Side Dish Long Grain Rice has heavy incidence on menus and continues to slowly grow. 7

Key Selling Features UNCLE BEN’S® Long Grain & Wild Why Long Grain and Wild? Natural source of nutrition and whole-grain fiber Cost-effective alternative to potatoes and pasta 100% natural, cholesterol-free, preservative- free, no trans fat and no artificial ingredients Easy menu substitution that brings a greater plate value Why Uncle Ben’s® Long Grain and Wild? 30 % or more wild rice than Sysco and other “value” products 30% less sodium vs. Sysco (with reformulation P2, 2009) More particulates in seasoning packet 100% natural, cholesterol-free, preservative- free, no trans fat and no artificial ingredients 8

Product Comparison - Dry Sysco Long Grain & Wild UNCLE BEN’S® Long Grain & Wild 9 Visually you can see the heartier appearance of 30% more Long Grain Rice which creates more whole grain goodness and greater plate appeal

Product Comparison – Wild Rice difference Sysco Long Grain & Wild UNCLE BEN’S® Long Grain & Wild 10 30% more Wild Rice

Product Comparison – More particulates 11 More particulates in seasoning packet than competitors. More robust flavor and more visually appealing

Other Selling Points Great texture and separation; not sticky The product is moist and soft without any grittiness It has great aroma & flavor with the perfect blend of herbs and seasonings Easy prep options – stove top, oven, microwave, steam kettle, tilt kettle Marketing support – please refer to the MARS Foodservices web site for recipes, rebate offers and nutritional information UNCLE BEN’S ® Products are known for quality and performance 12

13 Thank you for taking the time to learn more about UNCLE BEN’S ® Long Grain & Wild Rice Blend Should you have any questions, please contact your MARS Foodservices Sales Representative