NEBPI Retail Program Update

Cattle Industry Summer ConferenceDenver, CO – July 17, 2009

Presented by Emilie Miller, Director of Retail Relations

FY 2009 Update• Tactic 1A – Retail Contacts

– Updated database to include contacts’ annual beef sales using Retail Marketing Guidebook

– Increased number of retailers on e-mail listserves to 42

• Tuesday’s Tips• Weekly Wholesale Pricing Index• Retail Beef Blast

– Strengthening relationships with previously identified accounts

FY 2009 Update• Tactic 1B – Retail Channel Initiatives

– Beef Boot Camp• April 29-30, Boston, MA• Registrations applied to hotel room• 45 Retail Attendees; positive evaluations on meeting• Topics: (see handout)

• NEBPI Costs: $11,100 – Dinner Sponsorship

FY 2009 Update• Tactic 1B – Retail Channel Initiatives

– On-pack Nutrition Labeling Programs• Foodtown (completed database; launch late summer)• Adam’s Hometown Markets (working on database)

– Beef Value Cut Support• Chuck Roll and BAM program (see handout)

FY 2009 Update• Tactic 1C – Seasonal Promotions

– New Year, New You Results• Online Sweepstakes Entries: 10,192 (276 snail mail)• Roche Bros. – Promotional Products Pounds up 83%• Mars – Pounds up 13,229 over 2008• Kings – Promotional Items up 9,500 lbs over 2008; total

pounds up 2,000 lbs• King Kullen – Sales down compared to 6 wks prior 5,400

lbs.*• Geisslers – Sales down 1,200 lbs compared to 6 wks

prior*

*Sales continued on downward trend 6 wks following; promotion prevented sudden drop following holiday sales.

FY 2009 Update• Tactic 1B – Retail Channel Initiatives

– May Beef Month Celebrated at Balducci’s• Denver Steak Introduction

– Demos supported at 10 Balducci’s stores each Saturday in May

• Results:– Denver Steak made the top 25 list for all meat items sold (#5)

» Also was in top 25 for dollar sales– Now a permanent item in full-service case

– Balducci’s Contribution: $100,000– NEBPI Costs: $10,500

Balducci’s Denver Steak Launch

• Washington Post Ad with Coupon ran 5/20/09

• Daily readership: 289,300– 55% women; 61% under age 45;

74% household income of $50,000+

FY 2009 Update• Tactic 1C – Seasonal Promotions

– May Beef & Egg Month at Redner’s– Partnership with Penn Ag Industries Poultry/Egg

Council and Pennsylvania Beef Council• Recipe Brochure and Local Radio Announcements

FY 2009 Update• Tactic 1C- Seasonal Promotions

– Summer Grilling “Stay Home. Grill Out.”• 212 Store kits distributed (12 Retailers)

– Poster, Wobblers and Summer Grilling Recipe Brochures

• Partner dollars secured from New England Dairy Promotion Board/Cabot Cheese, the Mushroom Council and Pennsylvania Beef Council (Federation Grant)

• Online Sweepstakes (Grand Prize: $500 Gift Card and Weber® Grill; $100 runner up gift card/participating retailer)

– Entries to-date: 20,264

Summer Grilling Ad Support

NEBPI Retail FY 2010 AR Summary

Cattle Industry Summer ConferenceDenver, CO – July 17, 2009

Presented by Emilie Miller, Director of Retail Relations

Authorization Request FY2010• Tactic 1A – Retail Contacts

– Identify accounts with limited/no direct, existing relationship with beef industry staff

– Expand upon database• Estimated sales, annual meat sales, annual beef sales

and annual beef sales per location• Assigned volume and/or sales potential tier• Annual tracking of executed promotions and checkoff

dollar investments– $50,000

Authorization Request FY2010• Tactic 1B – Retail Channel Initiatives

– Work with retailers who can move the beef needle (as assigned in Tactic 1A)

• Beef Training Camp• Beef Boot Camp• BVC Demos• OPNL• EFC• BBA

– Goal of $1 investment for every incremental pound of beef sold

– $100,000

Minimum of 5

Authorization Request FY2010• Tactic 1C – Seasonal Promotions

– Provide selected POS for seasonal promotions– Coordinate additional public relation activities to

drive traffic to meat case• Provide form/template to partners to determine return

on investment per pound incremental volume ($1/lb), ratio of checkoff to partner investment (1:10), generated media impressions

– Use as benchmarks for future partnerships

– $100,000