Ontario Dairy Council 2011 Convention – 40 th Anniversary – June 5-7, 2011 Serving an Ever-Diverse Canadian Market

1. Darrell Bricker, PhDChief Executive Officer,Ipsos Global Public Affairs January 12, 2011 Ontario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, 2011Serving an Ever-Diverse Canadian Market

2. Does Public Opinion Polling Work? Yes.

3. 2011 Federal Vote Support: Our Last Poll 5 Days Before EDay… Postmedia News / Global TV Ipsos Reid Survey Decided voters including leaners (n=894). 8% of all Canadian Adults (n=1,000) are Undecided

4. Ipsos Reid*Actual Vote %**       Ipsos Reid Variance National Conservatives               38%     Conservatives               39.6%                          - 1.6 % NDP                            33%      NDP                            30.6%                         + 2.4 % Liberal                          18%     Liberal                          18.9%                          - 0.9 % Green                             4%     Green                            3.9%                           - 0.1 % Quebec  NDP                              42%      NDP                             42.9%                         + 0.9 % Bloc Quebecois           26%       Bloc Quebecois            23.4%                          + 2.6 % Conservatives              15%      Conservatives              16.5%                         + 1.5 % Liberal                          13%        Liberal                          14.2%                          + 1.2 % Green                             3%      Green                             2.1%                          + 0.9 % *Ipsos Reid Final Poll Thursday April 28, 2011 **Election Canada May 3, 2011

5. Outline • Canada’s New Face • The New Canadian Mindset • What Are Canadians Thinking About • Selling to Today’s Consumer • Thinking About Food • Conclusion

6. 1. Canada’s NewFace

7. Old Canada

8. But… Demography Isn’t Destiny… Population Fertility Rate Life Expectancy Seniors Urban Nation In 1960 Canada was 18 million souls, now almost 34 Million By 2015 Seniors Will Outnumber Children Fertility Rate Now Below Replacement Levels Life Expectancy Has Increased – Especially For Women We’ve Become An UrbanNation

9. Canada’s Population Pyramid AGE Males Females Age 45-55 Age 45-55 Age 15-20 Age 15-20

10. Rural vs. Urban Population in Canada1851 - 2006 Urban Population in Canada Rural Population in Canada Note: The rural population for 1981 to 2006 refers to persons living outside centres with a population of 1,000 AND outside areas with 400 persons per square kilometre. Previous to 1981, the definitions differed slightly but consistently referred to populations outside centres of 1,000 population.Source: Statistics Canada, Census of Population, 1851 to 2006.Last modified: 2009-09-22.

11. Demography Isn’t Destiny… But… Immigrants and Urban Areas Technology Cultural Diversity Computerization of work and home – 80% of Canadians used Internet last month for personal reasons Immigration has increased – and the places immigrants come from have changed Immigrants represent 6% of rural populations, 25% of urban areas

12. The Top Ten Countriesof Birth of Recent Immigrants 1981 UK Vietnam USA India Philippines Jamaica Hong Kong Portugal Taiwan 2006 China India Philippines Pakistan USA South Korea Romania Iran UK Colombia

13. Foreign Born As a Percentage of City Population VANCOUVER TORONTO MIAMI LOS ANGELES SYDNEY MELBOURNE NEW YORK MONTREAL WASHINGTON

14. Demography Isn’t Destiny… But… Employment Education Trade Government Female employment rate has nearly doubled Educational attainment has increased The importance of trade in our economy has quadrupled Government a bigger share of our economy - taking 25% more of our money, but redistributing more too

15. 2. The New Canadian Mindset

16. The Decline In Public Trust

17. The Fall of Trust: 2003 vs 2011 Pharmacists79% - 12% Doctors 75% - 10% Airline Pilots75% - 6% Canadian Soldiers 72% + 15% Teachers 65% - 14% Day Care Workers 59% + 1% Police Officers57% - 16% Judges 51% N\A Accountants 49% - 3% % Who Rate 5,6or 7 (scale of 1-7) Change in Trust from 2003 - 2011

18. The Fall of Trust: 2003 vs 2011 Chiropractors 44% + 4% Plumbers39% - 3% Church Leaders 38% N\A Financial Advisors37% - 3% Charity Leaders 35% N\A Engineers 34% N\A TV/Radio Personalities30% - 6% Journalists 29% - 2% Environmental Activists 28% N\A % Who Rate 5,6or 7 (scale of 1-7) Change in Trust from 2003 - 2011

19. The Fall of Trust: 2003 vs 2011 Auto Mechanics25% - 8% Lawyers 22% - 7% New Home Builders19% - 8% Chief Executive Officers19% - 2% Local Municipal Politicians 17% + 3% Union Leaders 17% N\A National Politicians 9% N/C Car Salespeople8% - 2% % Who Rate 5,6or 7 (scale of 1-7) Change in Trust from 2003 - 2011

20. New Canada

21. 3. What Are Canadians Thinking About

22. Canadians and Americans Assess Current National Economic Condition… Now thinking about our economic situation, how would you describe the current economic situation in [insert country]?Is it very good, somewhat good, somewhat bad or very bad? 22

23. 5. Thinking About Food

24. Statements About Food 87% I sometimes don't buy certain foods because they cost too much 61%I know where the food I buy is produced 86%Confident that food I eat is safe 78%Talking to a farmer will help me to understand wherefood comes from 83%Manufacturers need to be more transparent about nutritional content

25. To What Extent Does the Dietary or Nutritional Information Influence What You Buy? 76%is the extent Dietary or Nutritional Information Influences What Shoppers Buy

26. Eating Habits I spend a lot of time TRYING TO IMPROVE MY EATING HABITS My eating habits are probably HURTING MY OVERALL HEALTH Agree 56% Agree 43% Disagree 44% Disagree 57%

27. Women and Weight • Acceptmy current weight – 50% • I think I’m FAT – 50% • I want to Lose Weight – 80%

28. Milk Products and Women's Weight MilkIs FATTENING:53% MilkIsHEALTHYforyou:95% Cheese is HEALTHY for you – 86% Yogurt is HEALTHY for you – 98%

29. 6. Conclusion

30. Conclusions Are You Ready? Check your gut at the door. Understand what Canadians REALLY think.

31. Darrell Bricker, PhDChief Executive Officer,Ipsos Global Public Affairs January 12, 2011 Ontario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, 2011Serving an Ever-Diverse Canadian Market