Funded by The Beef Checkoff Welcome

RPM – Retail Pricing Matrix

BYOB – Be Your Own Butcher Provide consumers with the knowledge to buy middle meat sub-primals in bulk and cut them at home into steaks Saving consumers money by purchasing at a lower $/lb and cutting themselves Multi-faceted program –Videos showing basic cutting techniques –On-pack labeling –In-store demonstrations –Partnership opportunities

Choose a 10-pound steak beef bundle and get a selection of Ribeyes or New York Strips, Lean Top Sirloin, Flat Iron and Cube Steaks for $66.90 (16% off the individual cut prices). Or stock up with the economy 20 pound beef bundle – including Chuck Bottom Round Roasts, Stew Meat and Sirloin Steaks for $55.50 (20% off the individual cut prices). Each package in the bundle is freezer wrapped and ready for storage. Recipes are included so, with the 20 lb. bundle, you can feed an average family of four for 4-6 weeks. Or a bundle can be a great starting point for that upcoming grilling party. BBB – Beef Bargain Bundles

Summary of Promotions

6 Nutritional Labeling

7 Beef Training Camp Ground Beef Recipe Ready Beef Oven Roasts Beef Basics For Retailers Beef Basics For Consumers Steak Customer Service Hispanic Marketing Consumers Trends Food Safety Industry Q & A Nutritional Benefits Of Beef For Grilling Pot Roast Beef For The Holidays Glossary As of Oct 1 st 2008, beefretail.org features 14 downloadable modules which will allow retailers to customize their own Beef Training Camp. NEW

8 Hispanic Program

9 BAM! Beef Alternative Merchandising WOW! Now I can Have Steak To! They are so Lean!! I Can Do That! That’s Just The Right Size! Different ?? Is That Still My Rib Eye? “They Look Like They Will Eat Great” ! Something New In The Meat Case!!

Total U.S. Meat Category Sales November 2008 Source: FreshLook Marketing period ending 11/23/08

Total U.S. Feature Ad Top Line November 2008 *Excludes Bacon, Hot Dogs, Meals and Entrees, Prepared Meat, and Sausage, Breakfast. Sourced from Promodata – Time period ending 11/22/08

Wholesale Price Report

13 Retail Beef Backer Award Chain Category Independent Category Innovation Category

Funded by The Beef Checkoff