Meat Case Trends
Retail Advisory Committee
Raleigh, NC
April 25, 2012
2
Data provided by the Meat Solutions VMMEAT®
system sourced from FreshLook Marketing scanner data
FreshLook Data:
Represents approximately 68% of the ACV
All of U.S. and 8 standard regions (based on U.S. Census)
Based heavily on chains with no independent grocers (fewer than 11 stores)
Excludes supercenters, club stores, commissaries, and natural food stores
3
Total Meat Dollar Sales and Volume
Fresh Pork / Ham / Beef / Chicken / All Other
4
Mill
ion
s
Total Meat – Jan-Dec 2011 Summary Fresh Pork/Ham/Beef/Chicken/All Other
% Change vs. YA 0.50% -6.09% -0.23% -10.56% 0.95% -1.95% 1.94% -7.84% 1.05% -3.66% -1.69% -9.29%
2011 Avg Price $2.86 (▲7.0%) $4.89 (▲11.6%) $2.06 (▲3.0%) $2.85 (▲10.6%) $2.16 (▲4.9%) $1.67 (▲8.4%)
0
5,000
10,000
15,000
20,000
25,000
Grand Total Beef Chicken Fresh Pork Ham All Other
Dollar Sales
Volume
All other includes boar, buffalo, deer, duckling, elk, geese, goat, guinea, lamb, mixed, musk ox, mutton, ostrich, pheasant quail, rabbit, seafood, snake, squab, turkey, unknown and veal Source: FreshLook Marketing, January-December, 2011
5
Mill
ion
s
Total Meat – Oct 2011-Feb 2012 Summary Fresh Pork/Ham/Beef/Chicken/All Other
% Change vs. YA -1.37% -7.63% -2.01% -12.50% -0.44% -3.48% -0.90% -6.20% -3.81% -8.00% -0.91% -8.44%
2011 Avg Price $2.71 (▲6.8%) $4.97 (▲12.0%) $2.08 (▲3.2%) $2.87 (▲8.8%) $2.14 (▲4.6%) $1.37 (▲8.2%)
0
2,000
4,000
6,000
8,000
10,000
12,000
Grand Total Beef Chicken Fresh Pork Ham All Other
Dollar Sales
Volume
All other includes boar, buffalo, deer, duckling, elk, geese, goat, guinea, lamb, mixed, musk ox, mutton, ostrich, pheasant quail, rabbit, seafood, snake, squab, turkey, unknown and veal Source: FreshLook Marketing, Oct 2011 – Feb 2012
$1.50
$1.75
$2.00
$2.25
$2.50
$2.75
$3.00
$3.25
$3.50
$3.75
$4.00
$4.25
$4.50
$4.75
$5.00
2007 2008 2009 2010 2011
$4.41 $4.40 $4.23
$4.38
$4.89
$2.01 $2.04 $1.98 $2.00 $2.06
$2.66 $2.61 $2.42
$2.57
$2.85
$/P
OU
ND
Beef Chicken Pork
6
Total Meat – Jan-Dec Average Retail Price Summary
Fresh Pork/Beef/Chicken
Source: FreshLook Marketing, January-December, 2007-2011
7
Selected Protein Shares October 2011 – February 2012
Whole Muscle Beef / Beef Grinds / All Other Chicken / Fresh Pork /
Chicken Breast / Ham
All Other Chicken 12%
Fresh Pork 15%
Chicken Breast 13%
Ham 5% Whole Muscle Beef 33%
Beef Grinds 22%
8
Selected Categories - Share Breakout Based on Dollar Sales (Oct 2011-Feb 2012)
Dollars (Billions) % Change
vs. YA
Share Change Average Price
% Change vs. YA vs YA
Whole Muscle Beef $3.99 -2.0% ▼-0.01 $4.97 +12.0%
Beef Grinds $2.67 +3.5% ▲0.01 $3.39 +14.1% All Other Chicken $1.41 -0.1% 0 $1.61 +3.9%
Fresh Pork $1.78 -0.9% 0 $2.87 +8.8% Chicken Breast $1.49 -0.8% 0 $2.88 +2.1%
Ham $0.60 -3.8% 0 $2.14 +4.6% Source: FreshLook Marketing, Oct 2011 – Feb 2012
9
Selected Categories - Share Breakout Based on Pound Volume
(Oct 2011-Feb 2012) All Other Chicken
23%
Fresh Pork 16%
Chicken Breast 13% Ham 7%
Whole Muscle Beef 21%
Beef Grinds 20%
Pounds (Billions) % Change
vs. YA Share Change Average
Price % Change
vs. YA vs YA
Whole Muscle Beef 0.80 -12.5% ▼-0.01 $4.97 +12.0%
Beef Grinds 0.79 -9.4% 0.00 $3.39 +14.1% All Other Chicken 0.88 -3.9% ▲0.01 $1.61 +3.9% Fresh Pork 0.62 -8.9% 0.00 $2.87 +8.8% Chicken Breast 0.53 -2.8% ▲0.01 $2.88 +2.1% Ham 0.30 -8.0% 0.00 $2.14 +4.6%
Source: FreshLook Marketing, Oct 2011 – Feb 2012
10
Selected Pork Segments Dollar Sales / Volume / Average Price
October 2011 – February 2012
11
Data provided by the Meat Solutions VMMEAT® system sourced from FreshLook Marketing scanner data
FreshLook Data:
Represents approximately 68% of the ACV
All of U.S. and 8 standard regions (based on U.S. Census)
Based heavily on chains with no independent grocers (fewer than 11 stores)
Excludes supercenters, club stores, commissaries, and natural food stores
Feature data provided by MarketTrack®
MarketTrack Data:
Represents 267 markets/retailers in the US
Ad feature service covering ALL retail formats
Past data only available through June 2010
$442
$358
153
94
0
50
100
150
200
250
300
350
400
450
500
Bone In Boneless
Dollar Sales
Volume
12
Boneless and Bone-In Chops October 2011 – February 2012
Mill
ion
s
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
$ - % Chg vs. YA +0.22% -3.43%
Lbs - % Chg vs. YA -8.49% -6.81%
Oct – Feb Avg Price
$2.89 $3.80
▲9.52% ▲3.63%
13
Boneless and Bone-In Chops Ad Featuring Snapshot, October 2011 – February 2012
% Chg vs. YA October ‘11-February ‘12
Dollar Sales ▲
Volume ▼
A ads ▼8.8%
Bone In Boneless
A ads
A ads
▼
▼
▲2.2%
# o
f Fe
atu
res
Source: Market Track Data, Oct 2011-Feb 2012 vs same time period year prior
14
Loin Roasts October 2011 – February 2012
Mill
ion
s
$ - % Chg vs. YA -5.16% -7.84% +7.97% +2.50%
Lbs - % Chg vs. YA -12.30% -17.15% +1.65% -6.82%
Oct - Feb Avg Price $2.35 $5.09 $2.68 $3.26
▲8.15% ▲11.23% ▲6.21% ▲10.01%
$109 $115
$51
$84
46
23 19 26
0
20
40
60
80
100
120
140
Whole/Half Loin Tenderloin Bone-in Roasts Boneless Roasts
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
15
Loin Roasts Ad Featuring Snapshot, October 2011 – February 2012
% Chg vs. YA October ‘11-February ‘12
Dollar Sales ▼
Volume ▼
A ads ▼6.54%
Whole/Half Loins Tenderloins Bone In Roasts Boneless Roasts
A ads
A ads
▼
▼
▼17.53%
▲
▲
▼26.67%
▲
▼
▲53.41%
# o
f Fe
atu
res
Source: Market Track Data, Oct 2011-Feb 2012 vs same time period year prior
16
Shoulder October 2011 – February 2012
Mill
ion
s
$ - % Chg vs. YA +8.89% +14.68% -2.80% +3.48% +36.98%
Lbs - % Chg vs. YA -8.83% -1.16% -16.43% -5.89% +19.96%
2011 Avg Price $2.03 $1.82 $2.45 $1.51 $1.45
▲19.44% ▲16.03% ▲16.32% ▲9.95% ▲14.19%
$107
$18
$54 $48
$4
53
10
22
32
3
0
20
40
60
80
100
120
Shoulder Roast Picnic Roast Steak Offal Whole
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011- Feb 2012 vs same time period year prior
17
Shoulder Ad Featuring Snapshot, October 2011 – February 2012
% Chg vs. YA October ‘11-February ’12
Dollar Sales ▲
Volume ▼
A ads ▲70.37%
Source: Market Track Data, Oct 2011-Feb 2012 vs same time period year prior
Shoulder Roast Picnic Roast Steak
A ads A ads
▲
▼
▼42.86%
▼
▼
▲17.65%
# o
f Fe
atu
res
18
Ribs October 2012 – February 2012
Mill
ion
s
$94
$137
$29
$90
23
53
9
38
0
20
40
60
80
100
120
140
160
Back Ribs Country Style Ribs St.Louis Style Spareribs
Dollar Sales
Volume
$ - % Chg vs. YA -16.76% -1.99% +66.82% +1.89%
Lbs - % Chg vs. YA -21.28% -17.64% +67.06% -4.48%
2011 Avg Price $4.19 $2.56 $3.35 $2.37
▲5.74% ▲19.00% ▼0.14% ▲6.67%
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
19
Ribs Ad Featuring Snapshot, October 2011 – February 2012
% Chg vs. YA October
2011-Feb 2012
Dollar Sales ▼
Volume ▼
A ads ▲2.97%
Source: Market Track Data, Oct 2011-Feb 2012 vs same time period year prior
Back Ribs Country Style Ribs St.Louis Style Spareribs
A ads A ads
▼
▼
▼8.28%
▲
▲
▲250.0%
▲
▼
▲46.24%
# o
f Fe
atu
res
20
Opportunity Areas
21
Data provided by
2012 Annual Meat Conference Presentations
- FMI: Power of Meat
- Perishables Group: Decision Tree Research
- Randy Blach: 2012 Annual Meat Conference Cattle and Beef Situation and Outlook
- Paul Aho: 2012 Annual Meat Conference Poultry Outlook
- Steve Meyers: 2012 Annual Meat Conference Hog Outlook
Total Store Snapshot
Progressive Grocer’s 78th Annual Report of the Grocery
Industry: supermarket managers surveyed
Price Changes February 2012 vs February 2011
Total Food Costs +3.9%
Dairy +7.8%
Cereal/bakery +5.3%
Eggs +4.3%
Fish/Seafood +4.0%
Beverages (non-alcoholic) +3.7%
Fresh Vegetables -7.9%
Fresh Fruit -0.8% USDA: CPI Food Expenditures
22
What we know about shoppers and their current attitude toward buying
The economic downturn has created very educated, savvy shoppers who do their homework
Shoppers… – Understand how they can save money on groceries
– Can dial up or down money-saving measures very quickly
– Use a combination of pre-trip research and in-store measures
– Increasingly use technology
Conservative spending remains prevalent – Increase in dollar sales offset by high inflation
– Decrease in volume sales across proteins
23 Source: Power of Meat: Annual Meat Conference 2012
24 2/22/2011 210 Analytics, LLC
Direct correlation - household income and grocery trips / spending
24
Consumers are spending less by buying less
Growing trend: saving by simply cutting back on purchases
– Requires unique response as traditional marketing and merchandising methods may not work
– Shoppers favoring this tactic spend $12 less than average each week
With less dining out, there’s an opportunity to capitalize on shoppers looking to cook more
– Focus on savings and convenience
How?
Change in grocery
spending compared
with last year
Estimated weekly grocery
expenses
$101.74
30% Less
14%: Buy less food
14%: Apply money-
saving measures
2%: Eat out more
55% Same
15% More
13%: Eat out less
2%: No longer emphasize
money-saving
25 Source: Power of Meat: Annual Meat Conference 2012
26
Coupon Usage
Source: Nielsen 02/22/2011
27
Average Market Basket
The Opportunity to Get Shoppers Back
Special Occasions
29
Everyday Essentials
30
Meal Stretching
31
Impulse/Special Value
32
Fresh Cross Promotions
33
Influencing the in-store decision: Value Signage
Very much influence Kind (type/cut) purchased
Quantity purchased
Meat sales promotions on in-store signage 44% 39% Meat coupons 30% 28% Meat advertising in direct mail/newspapers 28% 26% Meat markdowns because of reaching the sell-by date 29% 28% Nutrition information on meat packaging 14% 12% In-store sampling 9% 9% Recipes/cooking instructions on meat packaging 8% 7% Recipes in store (kiosk or cards) 6% 6%
34 Source: Power of Meat: Annual Meat Conference 2012
Preparation Suggestions: Just tell ‘em how to cook it!
Great for Grilling
Remember - they’re buying a meal!
35
This message funded by America’s Pork Checkoff Program.
Further Questions/Discussion?
Thank you!
37
Appendix
38
California Pork Segments Chops 2011 Summary
Mill
ion
s
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
$34 $35
11 9
0
5
10
15
20
25
30
35
40
Bone In Boneless
Dollar Sales
Volume
$ - % Chg vs. YA +0.3% -0.9%
Lbs - % Chg vs. YA -13.8% -8.2%
2011 Avg Price $3.19 $3.78
▲16.4% ▲7.9%
39
Great Lakes Pork Segments Chops 2011 Summary
Mill
ion
s
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
$49
$61
17 17
0
10
20
30
40
50
60
70
Bone In Bone less
Dollar Sales
Volume
$ - % Chg vs. YA -4.5% +1.6%
Lbs - % Chg vs. YA -11.3% +0.6%
2011 Avg Price $2.98 $3.55
▲7.6% ▲0.9%
40
Mid South Pork Segments Chops 2011 Summary
Mill
ion
s
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
$81
$67
28
17
0
10
20
30
40
50
60
70
80
90
Bone In Bone less
Dollar Sales
Volume
$ - % Chg vs. YA -4.5% +1.6%
Lbs - % Chg vs. YA -11.3% +0.6%
2011 Avg Price $2.98 $3.55
▲7.6% ▲0.9%
41
Northeast Pork Segments Chops 2011 Summary
Mill
ion
s
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
$86
$74
31
19
0
10
20
30
40
50
60
70
80
90
100
Bone In Bone less
Dollar Sales
Volume
$ - % Chg vs. YA -4.4% +0.7%
Lbs - % Chg vs. YA -15.9% -2.3%
2011 Avg Price $2.82 $3.82
▲13.6% ▲3.1%
42
Plains Pork Segments Chops 2011 Summary
Mill
ion
s
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
$24 $24
7 6
0
5
10
15
20
25
30
Bone In Bone less
Dollar Sales
Volume
$ - % Chg vs. YA -2.2% -13.9%
Lbs - % Chg vs. YA -10.6% -21.8%
2011 Avg Price $3.38 $3.83
▲9.4% ▲10.1%
43
South Central Pork Segments Chops 2011 Summary
Mill
ion
s
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
$69
$37
26
10
0
10
20
30
40
50
60
70
80
Bone In Boneless
Dollar Sales
Volume
$ - % Chg vs. YA +5.3% -3.1%
Lbs - % Chg vs. YA -2.1% -0.2%
2011 Avg Price $2.60 $3.61
▲7.5% ▼2.9%
44
Southeast Pork Segments Chops 2011 Summary
Mill
ion
s
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
$77
$45
26
11
0
10
20
30
40
50
60
70
80
90
Bone In Bone less
Dollar Sales
Volume
$ - % Chg vs. YA +1.1% -7.5%
Lbs - % Chg vs. YA -4.2% -10.1%
2011 Avg Price $3.00 $4.06
▲5.5% ▲2.9%
45
West Pork Segments Chops 2011 Summary
Mill
ion
s
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
$45
$37
15
10
0
5
10
15
20
25
30
35
40
45
50
Bone In Boneless
Dollar Sales
Volume
$ - % Chg vs. YA +3.0% -7.3%
Lbs - % Chg vs. YA -8.9% -12.7%
2011 Avg Price $2.90 $3.86
▲13.0% ▲6.2%
46
California Pork Segments Roasts 2011 Summary
Mill
ion
s
$ - % Chg vs. YA -6.5% +1.6% -4.8% +33.4%
Lbs - % Chg vs. YA -23.9% -7.2% -19.5% +19.2%
2011 Avg Price $2.67 $5.50 $2.49 $2.96
▲22.9% ▲9.5% ▲18.3% ▲11.9%
$4
$7
$3
$7
1 1 1
2
0
1
2
3
4
5
6
7
8
Whole/Half Loin Tenderloin Bone-in Boneless
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
47
Great Lakes Pork Segments Roasts 2011 Summary
Mill
ion
s
$ - % Chg vs. YA -2.9% -8.9% +34.9% -8.2%
Lbs - % Chg vs. YA -11.05% -23.6% +24.4% -14.2%
2011 Avg Price $2.17 $4.85 $3.33 $3.20
▲9.2% ▲19.2% ▲8.5% ▲6.9%
$27
$18
$6
$13 12
4 2
4
0
5
10
15
20
25
30
Whole/Half Loin Tenderloin Bone-in Boneless
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
48
Mid South Pork Segments Roasts 2011 Summary
Mill
ion
s
$ - % Chg vs. YA -18.1% -3.0% +3.0% -10.6%
Lbs - % Chg vs. YA -27.3% -14.7% +4.7% -22.4%
2011 Avg Price $2.42 $4.90 $3.06 $3.13
▲12.6% ▲13.6% ▲8.2% ▲45.2%
$15
$16
$4
$11
6
3
1
3
0
2
4
6
8
10
12
14
16
18
Whole/Half Loin Tenderloin Bone-in Boneless
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
49
Northeast Pork Segments Roasts 2011 Summary
Mill
ion
s
$ - % Chg vs. YA -16.2% -12.7% +19.3% +1.5%
Lbs - % Chg vs. YA -21.1% -18.9% +6.4% -8.4%
2011 Avg Price $2.32 $5.15 $2.56 $3.45
▲6.2% ▲7.7% ▲12.1% ▲10.8%
$20
$30
$25 $26
9
6
10 8
0
5
10
15
20
25
30
35
Whole/Half Loin Tenderloin Bone-in Boneless
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
50
Plains Pork Segments Roasts 2011 Summary
Mill
ion
s
$ - % Chg vs. YA +20.5% -7.5% -21.4% +9.1%
Lbs - % Chg vs. YA +10.5% -18.1% -25.9% -1.1%
2011 Avg Price $2.67 $5.24 $2.93 $3.61
▲9.0% ▲12.9% ▲6.1% ▲10.4%
$6
$8
$3
$6
2
2
1
2
0
1
2
3
4
5
6
7
8
9
Whole/Half Loin Tenderloin Bone-in Boneless
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
51
South Central Pork Segments Roasts 2011 Summary
Mill
ion
s
$ - % Chg vs. YA +1.7% -0.3% -15.6% +49.1%
Lbs - % Chg vs. YA -4.7% -3.6% -6.5% +41.4%
2011 Avg Price $2.49 $4.75 $2.98 $2.73
▲6.7% ▲3.4% ▼9.7% ▲5.5%
$11
$9
$3
$4 4
2
1 2
0
2
4
6
8
10
12
Whole/Half Loin Tenderloin Bone-in Boneless
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
52
Southeast Pork Segments Roasts 2011 Summary
Mill
ion
s
$ - % Chg vs. YA +7.9% -16.0% -13.2% -0.6%
Lbs - % Chg vs. YA +1.7% -25.2% -15.7% -10.3%
2011 Avg Price $2.39 $5.47 $3.12 $3.50
▲6.1% ▲12.2% ▲3.0% ▲10.9%
$11
$16
$5
$9
5
3
2 2
0
2
4
6
8
10
12
14
16
18
Whole/Half Loin Tenderloin Bone-in Boneless
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
53
West Pork Segments Roasts 2011 Summary
Mill
ion
s
$ - % Chg vs. YA +1.9% +6.5% +5.9% +6.7%
Lbs - % Chg vs. YA +0.2% -4.1% +31.7% -2.0%
2011 Avg Price $2.27 $5.04 $2.0 $3.14
▲1.6% ▲9.2% ▼-19.6% ▲8.9%
$15
$10
$3
$8
6
2 2 3
0
2
4
6
8
10
12
14
16
Whole/Half Loin Tenderloin Bone-in Boneless
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
54
California Pork Segments Shoulder 2011 Summary
Mill
ion
s
$ - % Chg vs. YA +6.5% -15.5% -7.4% +9.2%
Lbs - % Chg vs. YA -16.2% -22.8% -27.6% -4.0%
2011 Avg Price $1.94 $1.98 $2.54 $1.57
▲27.0% ▲27.0% ▲27.8% ▲13.8%
$19
$2
$6
$8
10
1 2
5
0
2
4
6
8
10
12
14
16
18
20
Butt Roast Picnic Roast Steak Offal
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
55
Great Lakes Pork Segments Shoulder 2011 Summary
Mill
ion
s
$ - % Chg vs. YA -6.6% +22.0% -6.3% +13.7%
Lbs - % Chg vs. YA -7.4% +7.2% -22.7% +3.8%
2011 Avg Price $2.00 $1.78 $2.40 $1.40
▲15.1% ▲13.8% ▲21.2% ▲9.5%
$10
$1
$8
$3
5
0
3
2
0
2
4
6
8
10
12
Butt Roast Picnic Roast Steak Offal
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
56
Mid South Pork Segments Shoulder 2011 Summary
Mill
ion
s
$ - % Chg vs. YA +0.5% +74.8% -8.7% -5.8%
Lbs - % Chg vs. YA -16.7% +61.8% -25.4% -9.7%
2011 Avg Price $2.00 $1.71 $2.47 $1.67
▲20.7% ▲8.1% ▲22.4% ▲4.3%
$10
$2
$4
$7
5
1 2
4
0
2
4
6
8
10
12
Butt Roast Picnic Roast Steak Offal
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
57
Northeast Pork Segments Shoulder 2011 Summary
Mill
ion
s
$ - % Chg vs. YA +18.5% +13.4% +6.2% +6.2%
Lbs - % Chg vs. YA +9.7% +1.2% -7.8% -3.9%
2011 Avg Price $2.24 $1.85 $3.04 $1.44
▲8.1% ▲12.0% ▲15.2% ▲10.5%
$11
$5
$4
$6
5
3
1
4
0
2
4
6
8
10
12
Butt Roast Picnic Roast Steak Offal
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
58
Plains Pork Segments Shoulder 2011 Summary
Mill
ion
s
$ - % Chg vs. YA +31.6% -13.3% -2.2% +5.0%
Lbs - % Chg vs. YA +25.3% -17.8% -11.7% -11.5%
2011 Avg Price $1.85 $2.09 $2.39 $1.46
▲5.03% ▲5.4% ▲10.8% ▲18.7%
$9
$0
$9
$2
5
0
4
2
0
1
2
3
4
5
6
7
8
9
10
Butt Roast Picnic Roast Steak Offal
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
59
South Central Pork Segments Shoulder 2011 Summary
Mill
ion
s
$ - % Chg vs. YA -0.6% -19.6% -6.7% +4.3%
Lbs - % Chg vs. YA -23.0% -34.2% -16.7% -5.1%
2011 Avg Price $1.93 $1.70 $2.17 $1.35
▲29.2% ▲22.2% ▲12.0% ▲9.9%
$12
$1
$9
$12
6
0
4
9
0
2
4
6
8
10
12
14
Butt Roast Picnic Roast Steak Offal
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
60
Southeast Pork Segments Shoulder 2011 Summary
Mill
ion
s
$ - % Chg vs. YA +16.3% +2.5% -0.4% -1.1%
Lbs - % Chg vs. YA +7.3% -14.1% -7.1% -11.7%
2011 Avg Price $2.20 $1.70 $2.45 $1.81
▲8.3% ▲19.3% ▲7.2% ▲12.0%
$20
$6
$8 $7
9
3 3 4
0
5
10
15
20
25
Butt Roast Picnic Roast Steak Offal
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
61
West Pork Segments Shoulder 2011 Summary
Mill
ion
s
$ - % Chg vs. YA +3.3% -14.3% +8.6% +7.5%
Lbs - % Chg vs. YA -18.2% -26.3% -8.3% -1.5%
2011 Avg Price $12.03 $2.11 $2.66 $1.49
▲26.3% ▲16.3% ▲18.4% ▲9.1%
$17
$0
$7
$3
8
0.18
2 2
0
2
4
6
8
10
12
14
16
18
20
Butt Roast Picnic Roast Steak Offal
Dollar Sales
Volume
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
62
California Pork Segments Ribs 2011 Summary
Mill
ion
s
$13 $13
$4
$15
3
5
1
6
0
2
4
6
8
10
12
14
16
Back Ribs Country Style Ribs St.Louis Style Spareribs
Dollar Value
Volume
$ - % Chg vs. YA -13.3% -4.1% +20.7% -6.3%
Lbs - % Chg vs. YA -25.1% -24.9% +3.7% -27.0%
2011 Avg Price $4.35 $2.56 $3.17 $2.35
▲15.8% ▲27.6% ▲16.4% ▲28.4%
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
63
Great Lakes Pork Segments Ribs 2011 Summary
Mill
ion
s
$14
$23
$4
$7
4
10
1 3
0
5
10
15
20
25
Back Ribs Country Style Ribs St.Louis Style Spareribs
Dollar Value
Volume
$ - % Chg vs. YA -20.9% +0.6% +363.0% -8.6%
Lbs - % Chg vs. YA -26.1% -20.7% +446.4% -15.8%
2011 Avg Price $4.01 $2.37 $3.40 $2.26
▲6.9% ▲26.8% ▼-15.8% ▲8.6%
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
64
Mid South Pork Segments Ribs 2011 Summary
Mill
ion
s
$10
$17
$3
$8
2
7
1
3
0
2
4
6
8
10
12
14
16
18
Back Ribs Country Style Ribs St.Louis Style Spareribs
Dollar Value
Volume
$ - % Chg vs. YA -23.0% -5.6% +122.1% +3.6%
Lbs - % Chg vs. YA -31.0% -21.7% +131.1% -2.4%
2011 Avg Price $4.25 $2.47 $3.49 $2.52
▲11.7% ▲20.6% ▼-3.9% ▲6.2%
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
65
Northeast Pork Segments Ribs 2011 Summary
Mill
ion
s
$10
$23
$2
$15
2
8
1
5
0
5
10
15
20
25
Back Ribs Country Style Ribs St.Louis Style Spareribs
Dollar Value
Volume
$ - % Chg vs. YA -13.2% +3.8% +9.6% -7.2%
Lbs - % Chg vs. YA -20.4% -6.0% +10.0% -18.2%
2011 Avg Price $4.95 $2.83 $3.83 $2.78
▲9.1% ▲10.4% ▼-0.3% ▲13.4%
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
66
Plains Pork Segments Ribs 2011 Summary
Mill
ion
s
$5
$7
$2
$5
1
3
0
2
0
1
2
3
4
5
6
7
8
Back Ribs Country Style Ribs St.Louis Style Spareribs
Dollar Value
Volume
$ - % Chg vs. YA -9.3% +9.9% +48.1% -3.4%
Lbs - % Chg vs. YA -15.6% -3.7% +43.6% -12.1%
2011 Avg Price $4.29 $2.85 $4.19 $2.47
▲7.6% ▲14.1% ▲3.1% ▲9.9%
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
67
South Central Pork Segments Ribs 2011 Summary
Mill
ion
s
$15 $14
$5
$17
4
6
2
9
0
2
4
6
8
10
12
14
16
18
Back Ribs Country Style Ribs St.Louis Style Spareribs
Dollar Value
Volume
$ - % Chg vs. YA -14.1% -5.5% +97.6% +24.1%
Lbs - % Chg vs. YA -11.7% -20.7% +87.2% +43.9%
2011 Avg Price $3.74 $2.39 $3.35 $1.92
▼-2.7% ▲19.2% ▲5.6% ▼-13.4%
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
$15
$24
$4
$17
3
9
1
7
0
5
10
15
20
25
30
Back Ribs Country Style Ribs St.Louis Style Spareribs
Dollar Value
Volume
68
Southeast Pork Segments Ribs 2011 Summary
Mill
ion
s
$ - % Chg vs. YA -9.5% +0.7% -9.3% +7.7%
Lbs - % Chg vs. YA -15.9% -6.0% +7.4% +5.3%
2011 Avg Price $4.50 $2.63 $3.10 $2.52
▲7.6% ▲7.1% ▼-15.5% ▲2.3%
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior
69
West Pork Segments Ribs 2011 Summary
Mill
ion
s
$12
$15
$3
$6
3
6
1
2
0
2
4
6
8
10
12
14
16
Back Ribs Country Style Ribs St.Louis Style Spareribs
Dollar Value
Volume
$ - % Chg vs. YA -25.8% -13.1% +414.7% -2.6%
Lbs - % Chg vs. YA -22.3% -31.1% +375.3% -12.0%
2011 Avg Price $3.90 $2.58 $3.20 $2.54
▼-4.5% ▲26.1% ▲8.3% ▲10.8%
Source: FreshLook Marketing, Oct 2011-Feb 2012 vs same time period year prior