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Long Grain & Wild Rice Training

May, 20101

foodservicesus

Objective

To better understand the unique selling features of UNCLE BEN’S® Long

Grain and Wild Rice blends.

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•Patented Converted® Brand rice process

•State of the art rice plant

•Highest quality control in industry

Rice co-op’s must use all members’ rice crops – good or bad rice

•Laser eye sorts each kernel

•Double quality/safety process checks

Uncle Ben’s® Competitive Edge

•Dedicated foodservice R&D – constant innovation

Wide variety of pack sizes

0 grams trans fat

Hot water prep method

Lower Sodium products

•Dedicated customer service

Current Usage of UNCLE BEN’S®

Response

Top 2 Box

% Not Aware Total

Commercial

Non-Commer

cial

Respondent base 300 109 191

Wild rice 3% 84% 78% 87%

Flavored rice 2 83 71 90

Pilafs 8 75 63 82

Infused rice 14 56 51 59

Stuffing 25 50 44 53

Rice and beans 20 49 37 57

Basmati rice 22 48 40 52

Jasmine rice 27 47 39 52

Natural 26 46 49 45

Risotto 28 39 35 41

International grains 29 37 32 40

Ready to heat bulk pouches 39 26 27 25

No-cook rice 36 26 27 26

Sauces 68 8 9 7

Bread pudding 70 6 11 4

Source: Technomic I-Lab Study, February 2010 ; Independent Rice Study, 2007, Product Usage: % Indicating “Currently Use” and “Used in the Past” (Base: all respondents = 300)

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Operators who use rice, favor UNCLE BEN’S® Brand Wild Rice, Flavored Rice

and Rice Pilaf. Usage has increased over 50% in the last 3

years.

Rice Purchase Decision Drivers

Source: Technomic I-Lab report, February 2010, How important are each of the following attributes to your rice purchase decision? Scale: 1-4, where 1 = "Not Important" and 4 = "Critical"

Rice Purchase Decision Drivers(Base: all respondents = 300)

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Product quality (96%) is the top driver

operators cite when making rice purchase decisions. Customer acceptance is also

highly important and scores at the same

level as price.

Drivers of Foodservice Rice GrowthThree key drivers for rice growth are:

1. Increased popularity of ethnic cuisines that included rice; pan Asian, Spanish, and Mediterranean.

2. Consumer’s desire for healthier meals led to increases in brown rice and rice blends with whole grains. The 2005 Food Pyramid highlighted whole grains as a focus for daily intake to maintain a healthy lifestyle which has help increase the demand of whole grains in the Foodservice channels.

3. Introduction of convenience oriented rice products such as ready to serve, instant and pre-flavored rice.

Health-Conscious Patrons WANT whole grain products that meet the requirements for natural fiber, are more nutritious and still

deliver on a flavorful product experience

Many patrons prefer whole grain rice because it goes through fewer refinement processes, keeping more of the natural nutrition and

fiber of the rice grain

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Rice Incidence on the Menu 2004 - 2009

Source: Mintel Quarterly Data Q4 2009, Data-Set: Buffets, Chain Restaurants, Independents, Top 100 Chain Restaurants, Top Chefs. Location On Plate: Center of Plate, Prepared Entree, Side Dish

Long Grain Rice has heavy incidence on menus and continues to slowly grow.

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Key Selling FeaturesUNCLE BEN’S® Long Grain & Wild

Why Long Grain and Wild?• Natural source of nutrition and whole-grain fiber• Cost-effective alternative to potatoes and pasta• 100% natural, cholesterol-free, preservative-free, no

trans fat and no artificial ingredients• Easy menu substitution that brings a greater plate value

Why Uncle Ben’s® Long Grain and Wild?• 30 % or more wild rice than Sysco and other “value”

products• 30% less sodium vs. Sysco (with reformulation P2, 2009) • More particulates in seasoning packet• 100% natural, cholesterol-free, preservative-free, no

trans fat and no artificial ingredients

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Product Comparison - Dry

Sysco Long Grain & WildUNCLE BEN’S® Long Grain & Wild

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Visually you can see the heartier appearance of 30% more Long Grain Rice which creates more whole grain goodness

and greater plate appeal

Product Comparison – Wild Rice difference

Sysco Long Grain & WildUNCLE BEN’S® Long Grain & Wild

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30% more Wild Rice

Product Comparison – More particulates

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More particulates in seasoning packet than competitors. More robust flavor and more

visually appealing

Other Selling Points

• Great texture and separation; not sticky

• The product is moist and soft without any grittiness

• It has great aroma & flavor with the perfect blend of herbs and seasonings

• Easy prep options – stove top, oven, microwave, steam kettle, tilt kettle

• Marketing support – please refer to the MARS Foodservices web site for recipes, rebate offers and nutritional information

• UNCLE BEN’S® Products are known for quality and performance

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Thank you for taking the time to learn more about UNCLE BEN’S® Long Grain & Wild Rice

Blend

Should you have any questions, please contact your MARS

Foodservices Sales Representative