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AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESS 1 Top Line Report on the In-Home Potato Market Prepared by: The NPD Group’s National Eating Trends® March 2009 Copyright 2007. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.

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AUTOMOTIVE

BEAUTY

COMMERCIAL TECHNOLOGY

CONSUMER TECHNOLOGY

ENTERTAINMENT

FASHION

FOOD & BEVERAGE

FOODSERVICE

HOME

OFFICE SUPPLIES

SOFTWARE

SPORTS

TOYS

WIRELESS

1

Top Line Report on the In-Home Potato Market

Prepared by: The NPD Group’s National Eating Trends®

March 2009

Copyright 2007. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.

2Proprietary and Confidential

Topline Summary

Consumption of Potatoes in-home has remained fairly stable over the last 5 years, with 79% of individuals consuming Potatoes at least once in an average two-week period. While things have been stable in recent years, it is worth noting that consumption is down notably compared to 10+ years ago.

Mashed continues to be the dominant type of Potato consumed. When it comes to form, fresh is still #1 but consumption of this key form is the lowest it has been in 15 years. Frozen, which had recently been displaying small growth year-over-year, took a small downturn in 2008.

Dinner meals with “Center of the Plate” protein continue to be quite stable. Poultry is the largest of the Proteins at these meals, followed by Beef. Additionally, Seafood consumption is currently at a a 10 year high!

Despite the stability of protein’s presence at dinner, Potato’s presence at these protein dinner meals continues to decline. Among the 4 proteins examined, Potatoes are most likely to be present alongside Beef and Pork/Ham.

The percent of adults reporting they are on a Low Carb/High Protein diet declined for the 4th year in a row.

Diet status is much more likely to negatively influence the consumption of Potato Chips than Potatoes. In fact, adults who report being on a Diabetic/Low Sugar and/or Low Sodium diet consume Potatoes at an above average rate.

3Proprietary and Confidential

Methodology

This study examines trends in in-home potato consumption trends. Data is collected from a balanced panel of 2000 households, who report all foods and beverages consumed by all individuals during an average two-week period via a paper diary.

– In-Home includes all foods and beverages prepared and/or consumed in the home. Includes carried meals, ie. ‘brown bag lunches’.

Please note that the data is measured as an “eating” and does not attempt to measure actual volume consumed.

Panel is balanced to the U.S. Census on key demographic variables and is distributed evenly throughout the year so that all seasons are represented equally.

4Proprietary and Confidential

81.7 78.6 77.471.8

75.870.6 73.1 73.3 70.8 70.2

0102030405060708090

100

'99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Total Potato Eatings In-Home - Annual Eatings per Capita

Years Ending November

Per capita consumption of Potatoes has been relatively stable since 2004.

5Proprietary and Confidential

The stabilization of Potato consumption is influenced by reach, though there has been a slight decline in frequency among consumers.

88 89 87 88 87 85 86 85 85 85 83 81 79 80 77 79 79 79 79

41 42 41 37 38 38 41 42 43 42 39 40 41 40 40 40 40 39 40

10

40

70

100% of Individuals Consuming In-Home in Avg. Two Weeks

4.1 4.0 3.9 3.9 3.8 3.8 3.7 3.8 3.7 3.7 3.7 3.7 3.5 3.7 3.5 3.6 3.6 3.5 3.4

2.7 2.7 2.82.5 2.6 2.7 2.5 2.7 2.6 2.6 2.8 2.7 2.7 2.8 2.7 2.7 2.7 2.5 2.7

0

2

4

6

'90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Potatoes

Pot. Chips

Potatoes

Pot. Chips

Eatings per Eater In-Home in Avg. Two Weeks

Years Ending November

6Proprietary and Confidential

Annual In-Home Potato Eatings per Capita by Type

20 1917 17 16 16 17 16 16

13 14 13 13 13 12 12

0

10

20

30

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

19 18 17 17 19 19 19 19 1916 18 17 18 18 17 18

0

10

20

30

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

14 15 15 1613 13 14 12 12 13

15 14 15 15 15 14

0

10

20

30

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

7 5 5 4 5 5 5 4 4 4 3 3 3 3 3 2

0

10

20

30

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

11 10 10 10 10 10 10 11 11 10 10 911 12 12 12

0

10

20

30

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

6 7 7 7 8 8 7 7 6 6 6 75 5 3 3

0

10

20

30

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Baked ... fairly stable since ‘02

Other/Specialty … leveled since ‘03

Boiled/Steamed … incremental decline

Other Fried … continued declines

French Fries … incremental growth since ‘04

Mashed … growth is level – highest consumption among all types

Years ending November, base dish eatings

Mashed continues to be the largest form of Potatoes, and French Fries have shown the most growth of all the types since 2004.

7Proprietary and Confidential

Consumption of Fresh Potatoes continues to decline in annual eatings, while Frozen and Instant are fairly stable.

64.0 61.7 58.6 59.0 57.6 56.1 55.451.2 49.8

43.5 45.1 43.2 43.4 40.9 40.1 40.0

13.1 13.9 14.4 13.5 13.8 14.6 13.9 15.0 15.0 15.2 15.7 14.0 15.6 16.2 16.5 15.6

8.58.89.68.08.78.97.77.77.87.77.27.57.17.07.37.70

20

40

60

80

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Fresh Frozen Instant

Annual Eatings per Capita - Total In-Home Potatoes

10 year point

change:

-15.4

+1.7

+0.8

Years Ending November

8Proprietary and Confidential

77 76 74 75 73 74 7268 67 63 63 61 62 59 60 61

29 31 32 30 31 31 33 34 33 32 33 31 33 33 34 33

20 20 20 21 21 1920191918171817171818

0

20

40

60

80

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Fresh

Frozen

Instant

3.2 3.1 3.0 3.0 3.0 2.9 3.0 2.9 2.9 2.7 2.7 2.7 2.7 2.7 2.6 2.5

1.7 1.7 1.7 1.7 1.7 1.8 1.7 1.8 1.8 1.8

1.7 1.7 1.51.8 1.6 1.7

1.6 1.81.91.91.91.7

1.51.61.61.61.61.61.61.61.61.6

0

2

4

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

The decline in Fresh Potatoes is due to the combination of fewer users and less frequent consumption among those who do consume.

Total In-Home Potato Consumption By Form

Years Ending November

Penetration (2 week)

Eatings Per Eater (2 week)

9Proprietary and Confidential

5591 107

255218

247

341

130

198

96

192

120

Affl.Singles

Low/Md-Inc

Singles

DINKS WorkingParents

SingleParents

Affl.Tradit.

Families

Low/Md-Inc Trad

Fams

Affl.Empty

Nesters

Low/Md-Inc

EmptyNesters

SingleSeniors

MarriedSeniors

75+ YrOlds

Lifecycles with families/children are the heaviest in-home Potato consumers, particularly Low/Mid-Income Traditional Families. Affluent households are less

likely to consume Potatoes than their low/middle income counterparts.

Annual Total In-Home Potato Eatings per Household

Avg.=174

% ofSample HH: 8% 12% 5% 9% 7% 10% 9% 12% 11% 5% 6% 7%

Two Years Ending November ‘08

Potato Consumption (per HH) by Life Cycle

10Proprietary and Confidential

4665

5169 70 64

7961

8473

9080

AffluentSingles

L/M IncSingles

DINKS WorkingParents

SingleParents

AflntTradFams

L/M IncTradFams

AflntTradFams

Low/MidInc

EmptyNstrs

SingleActive

Seniors

MarriedActive

Seniors

75+

Annual Total In-Home Potato Eatings per Capita

Avg.=71

Per Capita Potato Consumption by Lifecycle

% of Sample Individuals: 4% 7% 4% 13% 9% 15% 16% 10% 11% 3% 6% 4%

Two Years Ending November ‘08

Individuals in the Senior lifecycles consume more than their fair share, while those in the Affluent lifecycles consume at a lower rate.

11Proprietary and Confidential

Although Base Dish Proteins at Dinner have shown growth/stability, the presence of Potatoes at these meals continues to decline.

99.7 97.7 96.9 94.8 93.6 93.2 94.4 94.1 94.0 89.8 90.8 95.7 95.3 99.7 95.6 96.0

47 46 45 46 46 46 46 44 45 42 43 41 40 39 37 36

0

20

40

60

80

100

120

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Protein AEPC at Dinner % Incl. Potatoes

Total Base Dish Proteins Eaten at Dinner - % Including Potatoes

AEPC=Annual Eatings per CapitaYears Ending November

*Slight Definitional change beginning with 1995 data

12Proprietary and Confidential

28.4 29.3 27.9 25.7 25.5 27.0 25.728.3

25.2 25.0

0

10

20

30

40

50

'99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Poultry is the largest protein at dinner, and Seafood’s presence at dinner has shown the strongest growth among proteins.

Annual Dinner Eatings Per Capita of Proteins

34.3 33.7 35.232.6 34.2

36.4 38.2 39.0 37.4 37.9

0

10

20

30

40

50

'99 '00 '01 '02 '03 '04 '05 '06 '07 '08

19.3 18.2 17.9 18.2 18.1 18.9 17.7 18.0 18.5 17.8

0

10

20

30

40

50

'99 '00 '01 '02 '03 '04 '05 '06 '07 '08

12.4 12.9 13.2 13.3 13.0 13.6 13.7 14.4 14.6 15.3

0

10

20

30

40

50

'99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Years Ending November

BEEF … recent decline since ‘06

PORK/HAM … relatively stable

POULTRY … fairly level ’05-’08

FISH/SEAFOOD … 10 year high!

-0.7vs. ‘04

-0.3vs. ‘05

+0.1vs. ‘05

+2.9 vs. ‘99

13Proprietary and Confidential

56 55 55 56 57 57 54 54 54 53 5551 51 53

48 48

0

10

20

30

40

50

60

70

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Potato’s presence has declined alongside all protein meals, with the most volatile decline with Fish/Seafood.

% of Protein Meals at Dinner Which Included Potatoes*

40 39 38 36 38 37 39 37 3834 36 34 34

31 30 29

0

10

20

30

40

50

60

70

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

47 47 46 4844

48 4943 46 43 42 42 42 40

4440

0

10

20

30

40

50

60

70

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

4043 43 45 43

39 41 42 4036 38 35

32 29 28 29

0

10

20

30

40

50

60

70

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

BEEF … decline of potatoes served with beef has leveled off in the last couple of years.

PORK/HAM … potato’s presence at pork/ham meals has experienced a bouncing decline.

POULTRY … potato’s presence at poultry meals is at a 10 year low!

FISH/SEAFOOD … potato’s presence continues its volatile trend downward

*Slight Definitional change beginning with 1995 dataYears Ending November

14Proprietary and Confidential

26.2 25.9 24.9 24.9 25.1 24.5 24.8 23.4 23.3 21.8 22.9 21.7 21.5 20.8 20.0 19.7

28.0 28.1 27.2 27.2 27.6 26.7 27.1 25.7 25.7 24.1 25.4 23.9 23.6 23.1 21.7 21.8

0

10

20

30

40

'93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Dinner w/potatoes not including potato chips

Dinner w/potatoes including potato chips

Since 2000, the percent of dinner meals including potatoes has steadily declined, independent of the inclusion of Potato Chips.

% of In-Home Dinner Meals Which Include Potatoes

Years Ending November

15Proprietary and Confidential

External influences: Low carb diets gained momentum between ’02 and ’04, but this diet trend is declining.

3.23.43.94.3

6.5

3.7

1.21.5

0

5

10

15

'01 '02 '03 '04 '05 '06 '07 '08

% of Adults on a Low Carb/High Protein Diet

Years Ending November

16Proprietary and Confidential

Most diet types have leveled off in recent years, and weight related diets are still the most prevalent.

10

99 10 9

9 98

67 8

76 6

119

2 1

4

7

4 4 33

0

5

10

15

WeightControl

Low Fat

Low Carb/High Prot.

% of Adults on a Diet by Specific Type

8

77

8 76

8 8 8

6

7

10

6 888

7

5 45 5

65 5

0

5

10

15

'01 '02 '03 '04 '05 '06 '07 '08

LowCholesteral

Diabetic / LowSugar

Low Sodium

Weight-RelatedDiets:

Health-RelatedDiets:

Years Ending November

17Proprietary and Confidential

Low Carb/High Protein dieters are the least likely of the diet types to consume Potatoes, followed by those on a Low Fat diet.

72.266.4

52.9

62.968.3

59.5

72.4 72.0

0

20

40

60

80

100

No Diet Any Diet LowCarb/High

Protein

WeightControl

Low Chol. Low Fat LowSodium

Diabetic

Annual In-Home Eatings of Potatoes

Avg.=70.9

*Panelist can indicate multiple diets; adults only

% of Sample: 78% 22% 3% 9% 7% 6% 5% 7%

Two Years Ending November 2008

18Proprietary and Confidential

Individuals on a Low Carb or Low Fat diet are the least likely to consume Potato Chips.

27.0

22.3

17.8

21.5 20.8 20.818.8

20.0

0

5

10

15

20

25

30

No Diet Any Diet Low Carb/High Prot.

WeightControl

Low Chol. Low Fat LowSodium

Diabetic

Annual In-home Eatings of Potato Chips

Avg.=25.9

*Panelist can indicate multiple diets; adults only

Two Years Ending November 2008

% of Sample: 78% 22% 3% 9% 7% 6% 5% 7%

19Proprietary and Confidential

APPENDIX

20Proprietary and Confidential

Although Dinners with Base Dish Proteins have shown growth/stability, the presence of Potatoes at these meals continues to decline.

99.3 97.8 96.2 95.1 92.6 91.8 91.6 92.4 92.1 91.9 87.8 88.594.0 92.9 96.9 93.1 93.3

47 47 46 45 46 46 46 46 44 45 42 43 41 40 39 37 36

0

20

40

60

80

100

120

'92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Protein Dinner AMPC % Incl. Potatoes

Total Base Dish Protein Dinner Meals - % Including Potatoes

AMPC=Annual Meals per CapitaYears Ending November

*Slight Definitional change beginning with 1995 data