Northeast Beef Promotion Initiative Foodservice Committee Update 2009 Cattle Industry Annual Convention

FY 2008 Recap New Foodservice Relationships – 30 Restaurant Shows Attended – 2 Flat Iron Chef Competition Restaurant Partnership Promotions – 4 Charlie Brown’s Steakhouse (2) Hoss’s Steak House GreenLeaf Grille Beef Backer Award Winners – 2 regional; 1 national* Charlie Brown’s Steakhouse – chain* Maloney & Porcelli – independent Total Expenses (Direct, Compensation, Overhead) $92,175.18(Budgeted $100,000)

GreenLeaf Grille Promotion Recap Caesar Steak salad Budgeted item to be 3% of menu sales mix; the salad promotion accounted for 4.85% of menu mix.

CT Hospitality Expo – September 2008 Booth & Sponsorship of the Flat Iron Chef Competition

CT Hospitality Expo, Continued…

2008 Beef Backer Award Winners Charlie Brown’s Steakhouse Maloney & Porcelli

FY 2009 Foodservice Plan Strategy & Objectives Extend the reach of national strategies & objectives Leverage beef’s appeal among consumers while driving beef demand through innovation Increase value and quality of beef offered on the menu Build relationships with foodservice professionals Conduct partnerships with regional chains Disseminate veal materials when possible, as region leads the nation in veal consumption

Future Partners Bugaboo Creek Steakhouse Currently serving Flat Iron as result of successful menu item at Charlie Brown’s Working on adding Ranch Steak or Chuck Roll cuts The Greene Turtle Hoping to add Ranch or Denver Steak to menu

Questions ? Thank you for your support of the Northeast Beef Promotion Initiative!