Research Highlights from

1. Research Highlights from “An Evaluation of the Importanceto Consumers of Selected Niche Pork Attributes.” R Parker & Associates, Inc. / Ashcraft Research, May 2005

2. Consumers indicate a willingness to pay a premium for niche pork. The study shows potential market share of conventional pork and niche pork with various combinations of attributes valued by consumers. • The market-share potentials for niche pork shown are achieved with pricing 40% above conventional pork. • Combining various niche pork attributes results in products with greater market-share opportunity. • The following bar graphs show the niche pork attribute combinations with the highest market-share potential.

3. 75.0 % 25.0 % 77.5 % 22.5 % 79.5 % 20.5 % conventional pork Consumers indicate a willingness to pay a premium for niche pork. Niche pork that is pasture-raised without antibiotics, growth promotants, and animal by-products Market share of conventional vs. niche pork combination Niche pork that is certified Berkshire and raised without antibiotics, growth promotants, and animal by-products Market share of conventional vs. niche pork combination Niche pork that is raised without antibiotics, growth promotants, andanimal by-products Market share of conventional vs. niche pork combination niche pork combination as described at a 40% premium

4. Consumers also demonstrate a preference for locally grown pork. Based on the research... • 46% of consumers are “much more” or “somewhat more” likely to buy pork if it is locally grown • 69% to 74% of consumers said they would “definitely” or “probably” buy locally grown meat in the future

5. Consumers indicate strong interest inniche meat products. Percentage of consumers “definitely” or “probably” planningto buy various niche meat products in the future

6. For further information contact: Larry Cizek 515-223-2639 LCizek@pork.org or go to nichepork.org