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SHARE OF PROTEIN UPDATE

SHARE OF PROTEIN UPDATE. Year-to-Date. WHAT WE DID. WE REVIEWED 17 MONTHLY PUBLICATIONS TO RECORD THE AMOUNT OF PROTEIN MENTIONS, RECIPES, PHOTOS AND HEALTH/HOLIDAY MENTIONS. COMBINED IT WITH THE RECIPE CONVERSATION IN THE BLOGOSPHERE AND SOCIAL MEDIA.

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SHARE OF PROTEIN UPDATE

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  1. SHARE OF PROTEIN UPDATE Year-to-Date

  2. WHAT WE DID • WE REVIEWED 17 MONTHLY PUBLICATIONS TO RECORD THE AMOUNT OF PROTEIN MENTIONS, RECIPES, PHOTOS AND HEALTH/HOLIDAY MENTIONS. • COMBINED IT WITH THE RECIPE CONVERSATION IN THE BLOGOSPHERE AND SOCIAL MEDIA. • NOW, WE’RE SHOWCASING YEAR-TO-DATE RESULTS THAT HIGHLIGHT TRENDS FROM Q1 – Q4 ANDCOMPARE TO PREVIOUS YEARS.

  3. WHERE WE LOOKED • Woman's World • Family Circle • Better Homes & Gardens • Good Housekeeping Shape Food & Wine Country Living Everyday with Rachael Ray Food Network Kraft Food & Family Ladies’ Home Journal Parents Redbook Men’s Journal Men’s Health Esquire Cooking Light Monitoring service for billions of conversations happening in blogs, social networks, forums and more.

  4. Q4 EXECUTIVE SUMMARY PORK [once again] IS THE LEADING PROTEIN IN Q4. PORK GARNERED 37% SHARE AMONG THE TOP FOUR PROTEINS AND28% SHARE AMONG ALL SIX ANALYZED. The ratio of processed pork to fresh pork coverage is about 65/35 Pork share in Q4 is up 2% since Q1 of 2011 Pork has the largest share of voice in Q4 with beef in second at 23% Once again, meatless and other proteins accounted for nearly 25% of the share of protein in Q4 of 2011 In Q4 of 2011, pork’s share of recipes decreased by 3% from Q4 of 2010; with overall share up for the year

  5. 2011 EXECUTIVE SUMMARY PORK GENERATED THE LARGEST SHARE OF COVERAGE THROUGHOUT 2011. GARNERING 36% OF THE TOTAL PROTEIN COVERAGE, 4% MORE PLACEMENTS THAN CHICKEN, IN SECOND PLACE. Pork is the protein leader in recipes featured; 13% higher than chicken, in second place Pork’s overall share of protein decreased 4% from ’10 to ’11 – from 40% to 36% Chicken saw a decrease in coverage while beef increased 8%

  6. Q4:SHARE OF PROTEIN

  7. SHARE OF PROTEINQ4: 2011 PORK IS THE LEADING PROTEIN IN Q4, WITH BEEF AT A FAR SECOND. TURKEY’S OVERALL SHARE INCREASED BY 13% THIS QUARTER, MOST LIKELY DUE TO THE NUMBER OF THANKSGIVING MENTIONS. : 328 Mentions : 190 Mentions : 196 Mentions : 190 Mentions : 44 Mentions : 228 Mentions

  8. SHARE OF PROTEIN Q4: 2009 – 2011 • PORK RECIPE MENTIONS DECREASED 11% OVER A THREE YEAR PERIOD, while: • CHICKEN DECREASED 3% • TURKEY increased 3% • BEEF increased 9% • Beef saw a spike in q4 this year, with features on ground beef and beef roasts in cooking light and ladies’ home journal, respectively.

  9. SHARE OF PROTEIN 2011 BY QUARTER • IN Q4, PORK SHARE IS DOWN 9% FROM Q1, WHILE: • BEEF INCREASED 9% • TURKEY INCREASED 3% • CHICKEN DECREASED 3%

  10. Q4: Processed vs. fresh

  11. PROCESSED VS. FRESH Q4: OCTOBER – DECEMBER 2011 • Recipes WITH Bacon, SAUSAGE AND SPICY CHORIZO DROVE coverage of • PROCESSED pork THIS QUARTER. 105 Mentions 189 Mentions

  12. Q4: RECIPES FEATURED

  13. RECIPES FEATURED Q4: 2011 • PORK AND CHICKEN RECIPE MENTIONS LED THE CONVERSATION WITH 43%; WITH A DRASTIC SPIKE IN TURKEY RECIPES, many related to thanksgiving leftover tips. • THE NUMBER OF RECIPE PHOTOS REFLECTED OVERALL RECIPE MENTIONS. : 146 Mentions : 93 Mentions : 87 Mentions : 75 Mentions : 22 Mentions : 96 Mentions

  14. RECIPES FEATURED Q4: 2009 – 2011 • PORK RECIPE MENTIONS DECREASED 9% OVER A THREE YEAR PERIOD, while: • CHICKEN HAS DECREASED 1% • TURKEY HAS increased 1% • BEEF HAS increased 10% • Beef saw an unusual spike in q4 this year, with features on ground beef and beef roasts in cooking light and ladies’ home journal, respectively.

  15. RECIPE MENTIONS 2011 BY QUARTER • IN Q4, PORK recipes mentions are DOWN 18% FROM Q1, WHILE: • BEEF remained constant • TURKEY INCREASED 14% • CHICKEN increased 5%

  16. Q4: POSITIVE HEALTH MENTIONS

  17. POSITIVE HEALTH MENTIONS Q4: 2011 • ONCE AGAIN, ALTERNATIVE/VEGETARIAN OPTIONS LED THE POSITIVE HEALTH MENTION CONVERSATION. • PORK TOOK LAST PLACE THIS QUARTER IN POSITIVE HEALTH MENTIONS. : 3 Mentions : 10 Mentions : 6 Mentions : 4 Mentions : 0 Mentions : 13 Mentions [Other]

  18. POSITIVE HEALTH MENTIONS 2011 BY QUARTER • IN Q4, POSITIVE PORK HEALTH mentions are DOWN 23% FROM Q1, WHILE: • BEEF DECREASED 5% • TURKEY DECREASED 6% • CHICKEN DECREASED 3%

  19. Q4: holiday mentions

  20. HOLIDAY MENTIONS Q4: 2011 • UNSURPRISINGLY, TURKEY DOMINATED THE HOLIDAY CONVERSATION WITH 38% OF HOLIDAY-FOCUSED MENTIONS. • The PORK Crown roast featured in good housekeeping’s December issue. : 34 Mentions : 10 Mentions : 13 Mentions : 43 Mentions : 1 Mentions : 11 Mentions

  21. Q4: PORK IN THE BLOGOSPHERE

  22. RECIPES IN THE BLOGOSPHERE Q4: OCTOBER – DECEMBER 2011 WITH 24% OF THE SHARE, PORK RECIPES WERE THE SECOND MOST TALKED ABOUT TOPICin the blogosphere with chicken at number one. : 77,069 Mentions : 30,371 Mentions : 32,116 Mentions : 45,267 Mentions

  23. RECIPES IN THE BLOGOSPHERE 2011 BY QUARTER • IN Q4, PORK CONVERSATION IN SOCIAL MEDIA DECREASED 2% FROM Q2, WHILE: • BEEF DECREASED 5% • TURKEY DECREASED 28% • CHICKEN INCREASED 34% Please note: Social media conversation analysis began in Q2.

  24. YEAR-OVER-YEAR RESULTS

  25. SHARE OF PROTEIN YEARLY AVERAGES FROM 2009 – 2011 PORK HAS CONTINUED TO LEAD THE CONVERSATION WITHIN THE TOP FOUR PROTEINS FOR THE PAST THREE YEARS. 47 45 47 80 162 183 246 112 197 208 166 194 *In 2011, number of publications measured increased from eight to seventeen **Number of mentions are an average per quarter

  26. PROCESSED VS. FRESH YEARLY AVERAGES FROM 2009 – 2011 • PROCESSED PORK MENTIONS SPIKED THIS YEAR, mainly due to AN INCREASE IN bacon, sausage and chorizo recipe mentions. PORK MENTION TOTALS BY YEAR: 2009: 767 - Processed: 333 Mentions - Fresh: 434 Mentions 2010: 740 - Processed: 359 Mentions - Fresh: 381 Mentions 2011: 930 - Processed: 520 Mentions - Fresh: 410 Mentions 95 102 108 90 83 130 189 105 *In 2011, number of publications measured increased from eight to seventeen **Number of mentions are an average per quarter

  27. RECIPES FEATURED YEARLY AVERAGES FROM 2009 – 2011 • PORK RECIPE MENTIONS CONTINUE TO REIGN YEAR OVER YEAR, with chicken AS OUR CLOSEST COMPETITOR IN THE CONVERSATION. 122 74 93 142 291 304 455 176 364 415 303 330 *In 2011, number of publications measured increased from eight to seventeen **Number of mentions are an average per quarter

  28. SHARE OF PROTEIN: NEXT STEPS • Q1 Report in MARCH 2012 • FIRST look at THE NEW YEAR; JANUARY through MARCH 2012 • Include holiday category (New Year, VALENTINES Day, etc.) • Continue to explore TOOLS AND CATEGORIES TO ACHIEVE THE MOST WELL-ROUNDED, ACCURATE PICTURE OF THE PROTEIN LANDSCAPE • UPDATE MONITORING MIX BASED ON 2012 AD BUY

  29. THANK YOU

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