Elite Prime

PRIME BEEF

Producing beef this remarkable doesn’t come easy.

Consistent genetics from purebred cattle serve as the root of our program.

This beef isn’t for everyone.

Our exquisite beef suits those who settle for nothing less than Elite.

Those with delicate taste buds naturally gravitate towards USDA Prime Beef. Our beef is hand-selected for it’s abundance of intricate marbling.

Elevate your plate with Elite Prime.

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CONSUMER DEMAND FOR PRIME BEEF Inspiration Seekers: The consumer target demanding fresh, quality protein represents 17% of total consumers.

Female Focused

Skews married/partner

66%

54%

Mean HH Income

HH Size

$80,731

4%

29%

Age

47%

27% 20%

Millennials Gen X (18-35) (36-48)

1JBS

Boomers (49-64)

Matures (65-75)

USA Consumer Segmentation, 2016.

Large 5+

Medium 3-4

I am proactive about my health, and I am careful about nutrition in the foods I choose, including meat. I am an adventurous eater, & look for inspiration to add variety to everyday meals, which I freshly

the best quality meat, but don’t want to have to search for it.

prepare. I buy

67%

7%

Lifestyle Attitudes

Small 1-2

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PRIME BEEF FEATURED ON MENUS • Prime Beef penetrates menus at Fine Dining restaurants most frequently.

HISTORIC MENU PENETRATION

• Menu Growth Rate has increased by 11% within the last year, 15% within the last 4 years – driven by increased availability of USDA Prime beef.

1.5%

BY RESTAURANT TYPE 7.5%

1.0% 0.2% QSR

menu penetration

menu growth rate 1 YEAR

+11%

4 YEAR

+15%

• Fine Dining represents 6.9% of MenuTrends Database

1.8%

1.7% 0.8%

1.0%

0.0% Fast Midscale Casual Casual

1Datassentials

MenuTrends, 2018.

Fine Dining

National Regional Indep.

Chains Chains

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Quality & Consistency Companies are willing to pay for a premium for guaranteed quality attributes.1

Elite Prime is specifically chosen from a single breed population proven to deliver on quality attributes.

Consistency in size is more important than size itself.1

Hand-selected from a purebred Holstein beef program, our product delivers on the consumer demand of thicker steaks with smaller surface area.

Tenderness & flavor continue to be two specific beef quality factors driving consumer satisfaction.1

Elite Prime delivers superior eating experiences with greater tenderness, juiciness & flavor. Holstein Beef outperforms conventional beef for all sensory attributes at 14 days of age.2

1National

Beef Quality Audit, 2016. 2Colorado State University, Comparison of Retail Yields & Sensory Attributes of Cuts from Fed Holsteins and Conventional Beef-Type Cattle, 2013.

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Program Specifications Carcasses qualifying for this USDA Prime program must receive a Slightly Abundant50 marbling score, eliminating the bottom sort of USDA Prime.

QUALITY FACTORS Quality Grade

USDA Prime

Marbling Score Minimum

Slightly Abundant50

CARCASS SELECTION Carcass Class (type)

Steers

Maturity

A Maturity

Meat Color Requirement

No Dark Cutters

Avg Hot Carcass Weight

850 lbs

Minimum Carcass Weight

600 lbs

Production Diet

Grain, Average 300 Days

Production

Tolleson, AZ

Branded box-end label

Packed in Elite Prime Box

Branded graded bag

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Program Specifications Very few Prime cattle receive a Slightly Abundant50 marbling score or higher, making Elite Prime Beef a rare, unique program.

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Life Cycles Comparison

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Purebred Holstein Beef

• Delivers superior yield performance exceeding all others breeds & programs1 • Consistent sizing allows the opportunity to cut thicker steaks while maintaining desirable portion size • Reliable uniformity provides predictable presentation & preparation 1Colorado State University, Comparison

of Retail Yields & Sensory Attributes of Cuts from Fed Holsteins and Conventional Beef-Type Cattle, 2013.

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Limited, Superior Beef USDA Steer & Heifer Prime + Choice Grade (%)

85% 80% 75% Percent

70% 65% 60% 55% 01/04/18

Prime + Choice, All Regions, 52 Week Average

01/04/17

01/04/16

01/04/15

01/04/14

01/04/13

01/04/12

01/04/11

01/04/10

01/04/09

01/04/08

Prime + Choice, All Regions

01/04/07

01/04/06

01/04/05

01/04/04

01/04/03

01/04/02

01/04/01

01/04/00

01/04/99

01/04/98

01/04/97

50%

• Rare program designed from less than 1% of total US beef production primed for the most delectable eating experiences • Hand-selected for a specific, unique audience – designed to serve niche markets

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Elite Prime Compared Elite Prime

Commodity Prime

Marbling Score Minimum

Slightly Abundant50

Slightly Abundant

Cattle Type

Steer

Steer & Heifer

Cattle Breed

Purebred Holstein

Mixed Breeds

Average Harvest Age

14 – 16 Months

18 – 24 Months

Maturity Requirement

A Maturity only

A & B Maturity

Average Ribeye Area

10 – 14 in2

14 – 18 in2

Average Carcass Weight

840 lbs

910 lbs

Diet & Finishing Period

Grain Finished for > 300 days

Grain Finished for 90 – 160 days

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Elite Prime POS

Not pictured: Retail case headers, hanging signs, rail strips and static clings.

Note: Blue outline will not print. Indicates shape. Items not to scale.

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PRIME BEEF