Jane Gibson Executive Director Foodservice Marketing

1. Jane GibsonExecutive Director Foodservice Marketing

2. Establishments that prepare and serve food, meals, snacks and beverages on-premise or for take-out, delivery, catered events “Foodservice” Definition“Food prepared away from home…”

3. Restaurants Are Labor-Intensive Average sales perfull-time equivalent employee • Eating-and-drinking places $59,000 • Grocery stores $233,000 • Gasoline service stations $485,000 • Auto dealers $707,000 Source: Bureau of Labor Statistics; National Restaurant Association

4. Foodservice = 48% of the U.S. food dollar - Source Technomic

5. Consumer Spending in Foodservice 1970–2009 (In Billion$) Source: National Restaurant Association

6. Beef in Foodservice $24.5-billion operator purchases (wholesale) 7.9-billion pounds

7. Targets: menu decision-makers inall segments… • “Commercial” Restaurants: meal destinations • Limited Service Restaurants (LSR) • Full Service Restaurants (FSR) • Noncommercial / on-site foodservice • Lodging (hotel banquet catering, room service) • Retail Hosts (e.g. Nordstrom’s, Neiman-Marcus, Borders) • Recreation (ballparks, theme parks, country clubs, cruise ships...) • Healthcare ■ Military • Business & Industry ■ Bars, taverns • Colleges & Universities ■ Cont. Care Retirement Centers • Schools ■ Correction Facilities

8. FY2010 Program Update

9. FY2010 Promotions UpdateNCBA Marketing Managers Wendy Timmerman – Southwest Region Allison Wenther – Eastern Region Shelley Bradway – Midwest Region

10. NATIONAL CATTLEMEN’S BEEF ASSOCIATION2010 Channel Marketing Team (Retail, Foodservice & Veal) Jim Henger Executive Director, Channel Marketing NCBA Headquarters - Denver 303-850-3379 Office jhenger@beef.org Jane Gibson Executive Director, Foodservice Marketing NCBA Headquarters - Denver 303-850-3371 Office jgibson@beef.org Dean Conklin Executive Director, Veal Marketing NCBA Headquarters - Denver 303-850-3387 Office dconklin@beef.org Trevor Amen Manager, Channel Marketing Northwest Region 303-850-3386 Office tamen@beef.org Allison Wenther Manager, Channel Marketing Eastern Region 717-449-9102 Cell awenther@beef.org Wendy Timmerman Manager, Channel Marketing Southwest Region 303-335-8611 Cell wtimmerman@beef.org Cheryl Hendricks Manager, Channel Marketing Central Region 303-850-3372 Office chendricks@beef.org Steve Leigh Director, Channel Marketing NCBA Headquarters - Denver 303-850-3324 Office sleigh@beef.org Penny Nau Director, Channel Promotions NCBA Headquarters - Denver 303-850-TBD Office TBD@beef.org Shelley Bradway Manager, Channel Marketing Midwest Region 317-842-3106 Officesbradway@beef.org

11. FY2010 Promotions • Team began Foodservice calls in Jan. • To-date: 3 national promotions approved • Execution in 2,137 restaurant units • In 43 states

12. FY2010 Update Advertising, PR, InformationNCBA Executive Director, Foodservice Marketing Jane Gibson

13. “National Best of NAMA”

17. FY2011 Foodservice Environment

22. NCBAFoodservice Draft AR 2011

23. 2011 Priorities Addressed:#4 - Make Beef an Easy Choice #5 - Demonstrate Beef’s Value Product Strategy Objective: Enhance the value proposition of beef in the marketplace

24. NCBAAuthorization Request$1,360,000

25. 1,000,000 Foodservice Locations • 65% = independent • trendsetters • nimble • early adopters • 35% = chain • high volume • long R&D process • mass marketers

26. 1,000,000 Foodservice Locations Tactics 1A, 1B REACH AND IMPACT ALL Especially efficient in reaching the 65% among whom are the most influential, trendsetting independents who first adopted “value cuts” which currently sell more than 173-million lbs/yr in foodservice. In addition 1A, 1B = visibility and credibility among high-volume chains Tactics 1C, 1D CONNECT AND PROMOTE with decision makers of the 35% that are multi-unit restaurant chains and foodservice management companies with high-volume sales potential.

27. Tactic 1A Foodservice Channel Communications, Visibility and Image: $440,000 - Paid Media (advertising – print and digital) - Earned Media (editorial)

28. Tactic 1B Menu Development and Information Sharing: $570,000 • - recipes, photographs • - brochures, fact sheets • - website, e-newsletter

29. Insights into the Decision-Making Process at Today’s Chains Implications for the development and retention of your business

30. Which Members Decide on Need: Q. Which of the following members of your team decides whether or not there is a need to implement new product development strategy (example: A pizza chain that adds sandwiches as a new line)? (Please identify who is on this executive strategy team)? (Check all that apply).

31. Final Say: Q. At the end of a new product development project, who has the final say on whether or not the product is introduced into restaurants? (Check all that apply).

32. Tactic 1C FoodserviceChannel Outreach: $250,000 Connecting with channel influencers, decision-makers to increase demand and build advocacy. • - CEOs, COOs (MUFSO/NRN) • - CMOs (Marketing Executives Group/NRA) • - Corp. Executive Chefs (SOS BBQ, Flavor Summit/Food Arts) • - National Beef Backers

33. Tactic 1D Co-operative Promotions: $100,000 Promotional partnerships that increase beef demand through incremental sales and support breakthrough menu introductions for a variety of products considered high-priority by the industry

34. Attachment A Co-operative Promotions: +$150,000 The Attachment A requests an additional $150,000 for foodservice co-operative promotions.

35. NCBA FY2011 AR Communications: paid, earned… $440,000Menu devel, info…………………..$570,000Channel Outreach.……..……….. $250,000Co-operative Promotions….……. $100,000Total…..…$1,360,000 Attachment A: Promotions………..$150,000

36. Implementation supports program execution and includes operational and overhead expenses like…- Salaries and benefits - Benefits plan administration - Human resources staff and training - Accounting staff - Facilities (office space, utilities) - Equipment (computers, phones, copiers, printers) - Equipment maintenance and support - Computer software (Microsoft, Outlook, Timekeep, etc.) - Insurance - Taxes - Shipping - Bank fees - Legal fees - Audit fees