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Consumer Attitude and Meat Case Data to Be Unveiled at Annual Conference, March 6-8 in Orlando

Thursday, February 17, 2005

A package of new qualitative and quantitative research into consumer attitudes and purchasing behavior will be unveiled at the Opening General Session of the 2005 Annual Meat Conference, March 6-8, 2005 at the Caribe Royale Resort & Convention Center in Orlando, FL. The Opening General Session will be held Sunday, March 6 from 1:30 to 5 p.m.

The research was underwritten in part through an educational conference grant from the Cryovac Food Packaging Division of Sealed Air Corporation.

The focus groups were conducted February 7 in Bethesda, MD, by Shugoll Research. The focus groups probed attitudes about taste preferences, and cooking and shopping for meat and poultry. Consumers discussed various retail formats, what they liked and didn't like and how they believed retail stores could encourage them to purchase more meat and poultry or to try cuts they don't ordinarily buy.

The findings of the focus groups, which will be presented by Shugoll President Merrill Shugoll, will be compared and contrasted with the results of the 2004 National Meat Case Study, which looks at actual products in the meat case and consumer purchasing behavior. The study was conducted to provide packers and retailers with further insights into emerging retail meat marketing trends and was done across 43 key metro markets in over 100 major supermarket stores. It was jointly sponsored by Cryovac, the National Pork Board and the Cattlemen’s Beef Board. Jerry Kelly, national coordinator retail task force at Cryovac, will co-present with Shugoll.

In addition to its unveiling at the Annual Meat Conference, the research results will be presented in the April issue of Meat Marketing and Technology.

"The consumers who participated in the focus groups spoke loudly and clearly about their shopping, cooking and eating experiences and had some practical recommendations for retailers and meat and poultry processors," said Jerry Kelly, Cryovac. "Clear themes emerged from these discussions and Annual Meat Conference attendees will benefit from seeing a comparison of the focus group findings to their actual behavior and to what's offered in the meat case."

"AMI and FMI continually strive to offer more takeaways for Annual Meat Conference attendees," said AMI Senior Vice President of Public Affairs and Professional Development Janet Riley. "We are grateful that Cryovac's generous sponsorship has made original conference research possible. We look forward to sharing it with all our Meat Conference attendees next month."

For more information, visit the conference Web site at www.meatconference.com. The site is packed with conference details, as well as information about all that Orlando has to offer business and family travelers, from discounted golf opportunities to amusement park options.

AMC is the premier educational opportunity for retailers and meat and poultry companies seeking the latest information about trends and issues affecting meat and poultry sales, marketing, and profitability. Conference highlights include:
* General session with keynote speaker Larry Winget, author of Wall Street Journal business best-seller Shut Up, Stop Whining and Get a Life;

* Food, Wine and the Joys of Marketing Your Product featuring leading gourmands discussing the hottest trends in meat, poultry, wine and cross-merchandising;
* A choice of three, retail tours, an irradiation facility or a 'behind-the-scenes' look at Disney food operations;
* Two, innovative and popular events: Product Tasting Reception and Tech Fair Luncheon;
* Twelve, educational seminars offered in three concurrent sessions.

Now in its 15th year, the conference is cosponsored by the American Meat Institute and the Food Marketing Institute. Associate sponsors include the American Lamb Board, National Cattlemen’s Beef Association, National Chicken Council, National Pork Board and National Turkey Federation.

AMI represents the interests of packers and processors of beef, pork, lamb, veal and turkey products and their suppliers throughout North America. Together, AMI's members produce 95 percent of the beef, pork, lamb and veal products and 70 percent of the turkey products in the U.S. Headquartered in Washington, D.C., the Institute provides legislative, regulatory, public relations, technical, scientific and educational services to the industry. Its affiliate, the AMI Foundation, is a 501(c)(3) organization that conducts research, education and information projects for the industry.

Food Marketing Institute (FMI) conducts programs in research, education, industry relations and public affairs on behalf of its 1,500 member companies - food retailers and wholesalers - in the United States and around the world. FMI's U.S. members operate approximately 26,000 retail food stores with a combined annual sales volume of $340 billion - three-quarters of all food retail store sales in the United States. FMI's retail membership is composed of large multi-store chains, regional firms and independent supermarkets. Its international membership includes 200 companies from 50 countries.

For more information contact:
Janet Riley
SVP, Public Affairs
David Ray
VP, Public Affairs

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