National Pork Board

Re-branding CampaignSpring 2011

Retail Marketing Mission

To fundamentally change the way retailers think about fresh pork by increasing strategic retail

partnerships, providing information driven business

solutions and effective, consistent communication

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Business Goals for 2014

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+10% Real PCE

+10%Points

Juicy, Tender, Flavorful

+10% Fresh Pork

Eatings

Behavior Attitudes

We Are

CONSUMER ATTITUDES TOWARD PORK

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From our Consumer Segmentation Research Study

Confirmations

Fresh pork is not consumed at the same rate as beef or chicken

Processed pork is consumed at very strong rates

Pork doesn’t have a focused, strong rational or emotional connection with the general consumer marketplace

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And Encouragements…

Americans Enjoy Pork

7 Source: NPB Consumer Segmentation Study, 2010

Percent of U.S. Households giving each cut a top-three box rating for “Enjoy”*1-10 scale

Pork is Flavorful

Just as flavorful as Beef & Chicken• 63% of U.S. households say Pork such as Loins,

Tenderloins & Roasts are flavorful – not significantly different from the other proteins

• 67% say Bacon, Ham & Sausage are flavorful – higher than Beef & Chicken

8 Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores

And Satisfying Too

65% of consumers find Pork such as Loins, Tenderloins & Roasts satisfying

61% say the same about Bacon, Ham & Sausage

9 Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores

Pork is a People-Pleaser

52% of consumers say Pork Ribs, Loins, Tenderloins & Roasts are something everyone enjoys

48% say the same about Bacon, Ham & Sausage

10 Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores

Pork is Healthy & Safe

Only 10% of U.S. consumers limit the number of times they eat pork because of fat and sodium

Only 5% limit consumption because of worries about safety

Worries about safety and undercooking are very comparable to Chicken and Beef

11 Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores

And Can Be Enjoyed Pink

22% of U.S. households like their pork chops, loins and tenderloins cooked to “Medium”

38% like pork cooked “Medium Well”

39% like pork “Well”

12 Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores

Consumers are open to Pork

Consumers would eat more pork if…They had more recipes for preparing pork quickly on weeknights (36%)

Cooking instructions were provided on pork packaging (35%)

They knew certain cuts of pork were comparable to chicken breast in terms of fat content (33%) or nutritionally very similar to other meats (25%)

They knew it could be cooked to medium (25%) or slightly pink center (25%)

They saw more pork items on restaurant menus (22%)

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Medium/Heavy Pork Users Account for 27.7% of Households

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U.S. HHs FRESHAt Home

FRESHAway

PROCESSEDAt Home

PROCESSEDAway

Non-Users

AFH Only

Super Light

Light

Medium/Heavy

And account for 78% of the eating occasions for fresh pork at home in the past 2 weeks

Source: NPB Consumer Segmentation Study, 2010

DETERMININGTHE NEW PORK TARGET

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Targeting Questions

Who are our most committed customers?

Can we still grow with them? Drive at-home fresh pork consumption

Build away-from-home fresh pork demand

Create a climate where processed pork can thrive

Can we find other consumers that share some of their behaviors and attitudes, and make them more committed to pork?

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New Pork Target

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Enjoy all fresh cutsEnjoy all fresh cuts cutsEnjoy

all fresh cuts

Enjoy all fresh

cuts

Positive about pork, cooking, life

Confident preparing>2 cuts

Medium/Heavy Fresh Pork Eaters

28% of U.S.Households

68% of all Fresh Pork Consumed At Home

50% of all Fresh PorkConsumed Away From Home

Changing Behaviors

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Baseline

Core

Positives

Confidents

76

68

42

Goal

88

77

48

2011 2012 2013 2014

+3

+0

+1

+6

+1

+3

+9

+3

+6

+12

+6

+9

10% Growth

Annual Fresh Pork Eatings

UNDERSTANDING THE NEW PORK TARGET

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What do they do?

Love a good meal - with various proteins at the center, plus delicious sides

Enjoy and recommend pork; fresh and processed, at home or away from home

Enjoy cooking - for special occasions, weekend meals or weeknight meals

Use lots of appliances - and a thermometer

Search for new ideas

Experiment

See the glass half full; have fun

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How do they feel?

Confident in cooking and in life

Accomplished & Proud when preparing a complicated meal or when asked for a recipe

Down-to-Earth in attitude

Open to new flavor experiences, meal ideas, prep methods, and meat cuts

Engaged in learning and trying new things, new ways to cook

Content with their health and lifestyle

Aware of fat and sodium, but doesn’t let that stop them from enjoying pork

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What do they value?

Cooking

New flavor and preparation experiences

Creative expression

Enjoyment

Sharing meals with family & friends

Giving to others

Quality, respect, security

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How do they engage?

With family and friends, first and foremost!

Find meal ideas from watching cooking shows, searching the internet, browsing the supermarket and dining out at restaurants, reading magazines and newspapers

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Who are they?

Women, and Men too

Married, in a smaller household

Both working full-time outside the home

35-64 years old

College grad, making $50K-$99K per HH

Any ethnicity, living anywhere

Medium/heavy pork user

Medium/heavy meat & poultry user

A confident cook, but not a foodie

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Pork’s New Position

Pork is the brand

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Consumer Need & Pork’s Position

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Pork’s Personality

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Unapologetic, assertive, optimistic, energetic,

approachable, outgoing, a leader

We are Pork. Deliciously, wonderfully, unabashedly Pork.

We’re fresh inspiration, a family favorite, your weeknight go-to, the one you look for.

We’re endless versatility. We’re fun in the kitchen, and we help you

put your own spin on things. We know how to keep

things simple and make things special.29

Pork’s “Voice”

We’re the aroma you can’t resist. The taste of backyard barbeques,

Sunday dinners, casual get-togethers, and mid-week meals on the go. We’re your favorite dish at your favorite restaurant. We’re the sizzle.

The bite. The taste. The savor.

We are one great meal after another. We are. . . .

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. . .Continued “Voice”

Our Product Marketing Will…

No longer rely on comparisons with other proteins

Embrace the flavor and versatility that is the product we love. . .And what chefs, food writers and everyday good cooks love!

Celebrate the wide range of meals that pork offers

Give new ideas to our best customers and influencers to increase frequency

Move the needle on pork sales both at retail and foodservice

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