Randy Irion Director, Channel Marketing National Cattlemen’s Beef Association

Tactic 1A: Retail Beef Promotions

Kraft A.1. and Anheuser Busch (Throughout year) –Three Kraft Free Standing Inserts (FSIs) with circ. of 24 million and 45 million –Over 20 thousand supermarket displays with beef coupons –Over 5 million $1 off coupons with recipes on A.1. shipper displays in-store –250,000 Instant Redeemable Coupons (IRC) on beef packages from Jan-Sept –Four beef and beer promotions throughout year with $3 and $2 off beef coupons CHI CHI’s and Herdez (April – July) –400,000 $2 off beef on-pack coupons and 1 million tearpad coupons Snyder’s of Hannover (April – July) –Over 3 million IRCs in stores Mrs. Dash and CA Cheese (May) –Full page FSI with circ. of 50 million that includes coupons for beef –10,000 in-store displays with $1 beef IRC tearpads Hormel House of Tsang (Sept) –500,000 IRC coupons for beef Sutter Home Build a Better Burger (May – August) –10,000 store displays along with consumer media support Sutter Home Tailgating (September) –Neck hangers with $1 off beef coupon Over 61 million coupons distributed.

Tactic 1A Retail Beef Promotions Performance Measures Develop 4-6 seasonal promotions with industry partners, 8 in process or planned ON TARGET TO COMPLETE Secure 3 million incremental merchandising aids and coupons through partnerships, currently have plans for the distribution of over 61 million coupons ON TARGET TO COMPLETE Provide cooking tips and beef recipes to be included in 20,000 in-store displays with coupons ON TARGET TO COMPLETE Support beef sales in markets with 70% ACV through radio, POS or coupons ON TARGET TO COMPLETE Execute at least 3 account specific promotions with retailers that result in incremental beef sales that are at least 4 times the checkoff investment, 4 in development or execution phase ON TARGET TO COMPLETE FY 2009 Amended Budget- $738,730 FY 2009 YTD Spend- $508,901

5 Tactic 1B Trade Industry Organization Partnerships New tactic in FY09 The majority of the funding was pulled early spring during budget cuts; from $250,000 to $28,948 The Idaho Potato Commission is participating with the beef industry in a holiday promotion planned for Q4 that includes beef and potatoes and fall under Tactic 1A

Tactic 1B Trade Industry Organization Partnerships Performance Measures Meet with a minimum of 3 industry trade organizations that have synergistic affect with beef to identify promotion partnership opportunities COMPLETE Execute a minimum of 1 promotion with a partner trade association that brings incremental dollars to beef checkoff promotions. ON TARGET TO COMPLETE FY 2009 Amended Budget- $28,948 FY 2009 YTD Spend- $3,942