Hunter Public Relations 2015 Food News Study Abbreviated Report

2. Background/Objectives/Methodology Top Food Stories of the Year Where Americans Get their Food Information Social Media & Mobile Usage Demographics 3 5 14 20 24 TABLE OF CONTENTS ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 2

3. For thirteen years, Hunter Public Relations has conducted an annual study capturing the year in food related news. The Hunter PR Food News Study highlights the top food stories of the past year according to the opinion of Americans, and identifies if behavior changes ensued because of food related news, as well as: Providing an understanding of how important food news is overall to Americans; Measuring any change in interest in food stories overall; Determining what media sources are used for gaining information on food news including new and emerging digital and social platforms; Level of consumer trust in these various news sources. BACKGROUND/OBJECTIVES ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 3

4. A quantitative online survey was conducted among a sample of N=1,001 American adults. The survey was sent to a sample balanced to the US Census on age, race and region by sample provider ResearchNow, with quotas set for even representation by gender. The study was 15 minutes in length, and in field from October 28th - November 2nd , 2015. Questions covered in the study included: • Top stories of 2015; • Behavior changes due to 2015 news stories; • Sources for recipe information, nutrition information and sources of general food news; The vast majority of these respondents (82%) do the cooking and food shopping in their household. The vast majority (87%) also makes the decision on where to eat out. We have reviewed this data by key demographic group, as well as by the following age cohorts: Millennials, Gen Xers, Baby Boomers and Matures. METHODOLOGY • Trustworthiness of food sources; • Media usage; and • Social media usage. ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 4

6. Hispanics are more likely to find these stories to be important than are non-Hispanics (54% T2B vs. 42%) as are HHs w/children (54% vs. 39% no child HHs). Almost 1/3 of Americans this year feel that food & nutrition stories are very important, and almost half (45%) believe they are more important than other news stories, marking an increase from 2014. Importance of Food Stories IMPORTANCE OF FOOD & NUTRITION STORIES IMPORTANCE VERSUS OTHER NEWS STORIES 48% Important 30% Very important 14% Much more important 45% 31% Somewhat more important 9% Somewhat less important 40% No more or less important 18% Not very important 4% Not at all important 6% Much less important 2014: 40% 2013: 32% Q.7: In general how important are food and nutrition stories to you? Q.8: And during 2015 how important were food and nutrition stories compared to other stories in the news? N=1,001 ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 6 (4) (3) (2) (1)

7. Top 2015 Food Stories The top food stories of 2015 are the Fast Food Breakfast, Blue Bell Issues Recall, Western Drought Impact Expands, Whole Foods Overcharging Scandal, and the Artificial Flavors & Ingredients Phase Out. These top stories have a wide ranging focus, from product offerings to corporate malfeasance. 40% 30% 23% 22% 19% 19% 15% 13% 12% 12% 1 2 3 4 FAST FOOD BREAKFAST BLUE BELL ISSUES RECALL WESTERN DROUGHT IMPACT EXPANDS WHOLE FOODS OVERCHARGING SCANDAL 5 6 7 8 9 10 ARTIFICIAL FLAVORS & INGREDIENTS PHASE OUT GMO LABELING DOMINO'S PIZZA EMOJI ORDERING FOOD WASTE THE NEW ECO CONCERN ALCOHOL AVAILABILITY AT FAST FOOD LOCATIONS ANHEUSER-BUSCH ACQUIRES SABMILLER Q.3: ...TOP 3 FOOD STORIES of 2015 N=1,001 ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 7

8. Top 2015 Food Stories Top stories are similar across age cohorts, with Fast Food Breakfast topping the list for most ages. Note: Top stories are also the same across ethnicity and socio-economic group. Fast Food Breakfast 45% Fast Food Breakfast 41% Fast Food Breakfast 37% Blue Bell Issues Recall 38% Blue Bell Issues Recall 36% Blue Bell Issues Recall 28% Domino's Pizza Emoji Ordering 23% Fast Food Breakfast 37% Blue Bell Issues Recall 21% Whole Foods Overcharging Scandal 23% Western Drought Impact Expands 30% Western Drought Impact Expands 33% 1 2 3 MILLENNIALS (N=351) BABY BOOMERS (N=325) MATURES (N=101) GEN X (N=224) Q.3: ...TOP 3 FOOD STORIES of 2015 ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 8

9. Behavior Changes This year we see a continuing trend where Americans are taking action as a result of the food stories reported in the media. More than half of all Americans have made a behavior change as a result of one of these stories. While they are most likely to have been impacted by our top two foods stories of the year, Blue Bell Issues Recall and Fast Food Breakfast, a notable minority made a behavior change due to the media’s coverage of GMO Labeling and the Whole Foods Overcharging Scandal. 17% 17% 15% 14% 12% 11% 8% 7% 6% 3% 2% GMO LABELING WHOLE FOODS OVERCHARGING SCANDAL ARTIFICIAL FLAVORS AND INGREDIENTS PHASE OUT FOOD WASTE, THE NEW ECO CONCERN WESTERN DROUGHT IMPACT EXPANDS DOMINO'S PIZZA EMOJI ORDERING ALCOHOL AVAILABILITY AT FAST FOOD LOCATIONS ANHEUSER-BUSCH ACQUIRES SABMILLER A STORY NOT LISTED HERE CHANGED THE WAY I SHOP OR EAT BLUE BELL ISSUES RECALL FAST FOOD BREAKFAST Q.5: When it comes to food which of the following stories, if any, changed how you shop or eat? N=1,001 ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 9 2015

10. Behavior Changes While not noted as a top story of the year, Food Waste appears to be driving more specific behavior changes, as four in ten of those claiming to make a change are trying to waste less food. This new concern appears to have trumped other specific behavior changes. NA 53% 44% NA 58% 49% 53% 47% 48% 34% 38% NA NA 27% NA NA NA NA 17% NA 19% NA 15% 10% 11% NA NA NA NA NA 2% 4% BC BC B B BC B B B B C 2013 (N=499) A 2014 (N=555) B 2015 (N=591) C NA 44% 40% 45% 50% 36% 42% 37% 48% 27% 31% 27% NA 21% 17% 26% 25% 26% 14% NA 18% NA 11% 10% 10% NA NA NA NA NA 2% 5% 41% 38% 36% 36% 36% 35% 35% 35% 32% 29% 27% 26% 25% 24% 21% 18% 18% 17% 14% 14% 12% 11% 10% 9% 7% 7% 5% 5% 5% 4% 1% 6% Q.6: As a result of food news this year in what ways have your eating or shopping habits changed over this past year if at all? Base = those who changed a,b,c significant difference at 95% confidence. NA = attribute not asked. ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 10 Trying to waste less food I'm eating less processed food I'm more likely to think about the health consequences of what I eat I now pay more attention to the labeling on my foods I checked food labels more often I am paying more attention to the safety of my foods and beverages I now pay more attention to the ingredient list of my foods I pay more attention to where my food comes from I'm eating less sugar I'm doing more comparison shopping for lowest prices I pay more attention to what my family consumes I am more worried about the future of food I am more concerned about fast food I stopped buying a certain product or brand of product Educating myself about how my food choices affect the environment I changed my diet I'm eating more protein Trying new foods/flavors I looked to purchase more of a certain product or brand of products Purchased/tried a brand new product or limited-time offering I exercised more so I could eat what I wanted Stop/started shopping at a particular place or grocer I now trust different sources for food information Technology played a larger role in my eating or food shopping choices I shared my opinions via social media I visited more restaurants I’m choosing more food or beverages for the “fun” factor Drinking more alcoholic products Have food delivered to my home Ordered out more Other My eating and shopping habits have not changed in the past year

11. Women also place more importance on food and the environment (19% vs. 14% of men). Women (69% vs. men 56%) place more importance on Food Safety. Non-Hispanics also place more importance here (68% vs. 43% of Hispanics). Hispanics place equal importance to Nutrition and Safety. Important Food Topics Topics of Food Safety and Food Nutrition are most important to Americans. Food Safety Food Nutrition Food & the Environment Food Sourcing Food Convenience Popular Food/Flavor Trends Food Marketing/Sales Promotion Food Innovation None of these Food & Pop Culture 63% 47% 16% 12% 10% 5% 4% 4% 7% 3% Q.9: Out of the following food areas or topics which are most important to you? Please check up to two. N=1,001 a,b,c,d significant difference at 95% confidence level. ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 11

12. Opinions on Food & Nutrition While showing a decline for the past three years, the majority of Americans still believe in personal responsibility with regard to what they eat. A focus on health continues to drive food attitudes. People need to take responsibility for what they eat Eating healthfully is extremely important to me I’m looking for fresh and healthy foods when I eat out I need to lose weight There is too much conflicting information about food and nutrition I love to cook Organic foods are more healthy than non-organic foods Fast food is a “no go” these days I will not pay more for a food just because it is more healthful I tend to choose convenient foods over healthful ones I tend to buy national brand food products because they are of higher quality than store brands 73% 77% 53% 55% 48% 47% 2015 2014 50% 47% 48% 46% 48% 36% 34% 32% 31% 30% 27% 26% 25% 24% Q.16: Please tell us how much you agree or disagree with each of the following statements regarding food. N=1,001 ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 12

13. Eight in ten Americans have a food-related New Year’s resolution planned for 2016, and these resolutions match with the goals from the last two years. While eating better to lose weight tops the list, the number two food resolution is to eat less processed foods. New Year’s Resolutions Try to lose weight by eating better Eat less processed food Eat and cook more at home Save money on groceries Eat less salt/sodium Eat more locally grown or raised foods Drink beverages that have less sugar Eat more protein and fewer carbs Eat more organic foods Eat more whole grains Eat less meat Posting fewer pictures of food on social media I have a food or nutrition-related resolution that is not on this list I do not have a food or nutrition-related resolution 35% 33% 28% 25% 21% 19% 19% 15% 15% 15% 10% 3% 2% 23% Q.10: If you have a food or nutrition-related New Year's resolution which of the following, if any, are among your resolutions? N=1,001 ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 13 Millennials, however, differ from other cohorts in that their number one resolution this year is to eat and cook more at home (36%). HHs w/children and Hispanics are also more likely to resolve to eat and cook more at home in 2016

15. RECIPES 56% 52% 44% 38% 27% 23% 21% 19% 7% 15% Websites Books or cookbooks Magazines Social media Television Blogs Direct mail email or newsletters Newspapers Radio None of these RECIPES 2014 2015 <38%> 27% 19% 34% <31%> <24%> Social media Television Newspapers NUTRITION 2014 2015 34% 20% 10% <41%> <24%> <15%> Television Newspapers Radio GENERAL FOOD NEWS 2014 2015 39% 9% <44%> <14%> Websites Books or Cookbooks NUTRITION 44% 29% 34% 22% 21% 20% 16% 16% 10% 22% Websites Magazines Television Social media Books or cookbooks Newspapers Direct mail email or newsletters Blogs Radio None of these GENERAL FOOD NEWS 55% 40% 39% 31% 31% 26% 20% 16% 9% 16% Television Newspapers Websites Radio Social Media Magazines Direct mail email or newsletters Blogs Books or cookbooks None of these Sources for Food Information The top three sources of news on Recipes, Nutrition and General Food News have not changed from 2014. This year Americans are more often turning to social media for information on recipes, but less so from television or newspapers. They are also looking less to television, newspapers and radio for nutrition information. They are looking less to websites and books for general food news. ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 15 Q.11: Now please think for a moment about where in the media you hear or learn about recipes, nutrition, or general food news. N=1,001 < > significant difference at 95% confidence level.

16. Top Recipe Sources Recipe websites 43% Recipe websites 39% General cookbooks 46% General cookbooks 45% Facebook 40% General cookbooks 35% Recipe websites 45% Recipe websites 37% Food or cooking magazines 27% Facebook 29% Facebook 27% Newspaper Articles 27% Blogs about food 26% TV cooking shows 19% Women’s magazines, TV channel or show sites, Tv cooking shows 22% Health or diet books 16% Food or cooking magazines 32% General cookbooks 37% Food or cooking magazines 29% Food or cooking magazines 30% 1 2 3 4 5 MILLENNIALS (N=311) BABY BOOMERS (N=276) MATURES (N=84) GEN X (N=181) Top sources for recipes do not differ greatly by age cohort. Facebook has jumped up in usage for Millennials – now their number two for recipes (from number four in 2014). Three of the top five Millennial resources for recipes are online. ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 16 Q.12: And thinking now only about RECIPES for each of these areas where specifically do you find the latest information on recipes?

17. Health or medical sites 22% Health or medical sites 19% TV cooking shows 17% Recipe websites 19% Health or medical sites 28% Newspaper articles 24% Facebook 21% Health or medical sites 17% Recipe websites 16% Recipe websites 17% Recipe websites 15% Food or cooking magazines 17% TV cooking shows 14% Recipe websites 15% TV cooking shows 15% Facebook 16% TV evening news shows, General cookbooks 13% News articles 14% Food company sites 15% Food or cooking magazines, Newspaper articles 14% 1 2 3 4 5 MILLENNIALS (N=351) BABY BOOMERS (N=325) MATURES (N=101) GEN X (N=224) Top Nutrition Sources Health or medical sites fall into the top five sources of nutrition information across all age cohorts. This year, news articles have risen in their ranking for Gen Xers and Baby Boomers. Social media (as well as websites) continues to be strong for Millennials as a resource for nutrition information. ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 17 Q.13: And thinking now only about NUTRITION for each of these areas where specifically do you find the latest information on nutrition?

18. Facebook 30% TV evening news shows 26% Newspaper articles 31% TV evening news shows 22% TV evening news shows 29% Newspaper articles 45% TV evening news shows 33% Facebook 25% Newspaper articles 22% Newspaper articles 21% TV cooking shows 23% TV morning news shows 23% TV cooking shows 21% News websites 20% TV morning news shows 22% TV news health experts 21% News sites 18% Commercials 21% TV cooking shows 17% TV cooking shows 19% News websites 19% 1 2 3 4 5 MILLENNIALS (N=351) BABY BOOMERS (N=325) MATURES (N=194) GEN X (N=224) Top General Food News Sources Facebook continues to be the number one source for general food news stories by Millennials, and is now the second most important source for Gen Xers. TV evening news as a source for general food news has moved up in importance in three cohorts. ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 18 Q.14: And thinking now only about GENERAL FOOD NEWS for each of these areas where specifically do you find the latest information on general food news?

19. Trust in News Sources Overall, Americans are reporting somewhat higher levels of trust in media sources (as evidenced by higher Top 2 Box ratings), although their ranking of most trusted to least trusted sources is similar to trend – with health or medical sites and TV cooking shows the most trusted. Versus last year, health or diet books has risen in ranking, from ninth most-trusted to fourth most trusted. Notably, Facebook has declined from a moderately trusted source last year, to now one of the least trusted sources. 73% 71% 70% 68% 66% 65% 65% 65% 64% 63% 63% 63% 61% 60% 60% 59% 59% 58% Home and garden magazines Food company or grocery store magazines Public radio TV Talk shows Men's magazines TV channel or show sites Government sites Celebrity health or cookbooks News shows Grocery store circulars Newsletter Blogs from moms Food company sites Social media comments from peers Blogs about food Pinterest Talk radio Music stations 58% 57% 55% 53% 53% 51% 50% 49% 49% 49% 45% 45% 44% 44% 44% 41% 41% 40% Coupon inserts Advertising or coupons sent to home Instagram Email advertising Twitter Snapchat Facebook TV Reality show TV advertisements Radio advertisements Commercials Infomercials Online advertising Newspaper advertisements Celebrity magazines Social media comments from celebrities From TV celebrities Blogs from celebrities MOST TRUSTED LEAST TRUSTED 87% 82% 82% 81% 80% 80% 80% 80% 79% 78% 78% 78% 78% 77% 76% 76% 75% 74% Health or medical sites TV Cooking shows General Cookbooks Health or diet books Food or cooking magazines TV News shows - evening TV Documentaries Lifestyle/fitness magazines Women's magazines TV News shows - morning Articles From TV news health experts Reference books Recipe sites TV Home and garden shows News sites Blogs from health experts General news magazines TOP 2 BOX TRUST IN NEWS SOURCES ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 19 Q.15: And how much do you trust each of these sources for providing you with truthful unbiased information on food? Base = those who used source.

21. Use of several Facebook activities is down this year, while Instagram use is up, now ahead of Twitter. Social Media Usage ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 21 Q.17: Thinking about your usage of social media platforms, which of the following do you do on a regular basis? N=1,001 a,b,c significant difference at 95% confidence level. 2013 A 2014 B 2015 C (NET) FACEBOOK Like share or comment on posts from friends Post status updates photos videos or links Like share or comment on posts from brands or companies Consider purchasing a product or trying a recipe based on something you saw on Facebook Like share or comment on posts from food publications (NET) BLOGS Visit blogs online Read blogger content on Facebook/Twitter/Pinterest Consider purchasing a product based on something you read on a blog Decided NOT to purchase a product based on something you read on a blog Post to my own blog Post about food I bake/make/create Share articles/recipes from blogs on my own social media (Facebook/ Twitter/ Pinterest) (NET) PINTEREST Consider trying a recipe based on something you saw on Pinterest Re-pin like comment or share on friends' pins Re-pin like comment or share on brands or companies pins Pin photos videos recipes or links Consider purchasing a product based on something you saw on Pinterest Re-pin like comment or share on food publications pins 58% 43% 27% 24% 17% NA 28% 19% 9% 8% 5% 4% 4% NA 22% 12% 10% 9% 9% 8% NA C C C C C C A A AC A AC A A A A A A A 61% 45% 28% 25% 21% NA 35% 23% 13% 11% 6% 6% 7% 8% 30% 14% 14% 10% 13% 10% NA 59% 38% 21% 20% 21% 14% 35% 19% 12% 10% 7% 4% 4% 8% 33% 14% 12% 11% 12% 10% 9%

22. Use of several Facebook activities is down this year, while Instagram use is up, now ahead of Twitter. Social Media Usage continued ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 22 Q.17: Thinking about your usage of social media platforms, which of the following do you do on a regular basis? N=1,001 a,b,c significant difference at 95% confidence level. 2013 A 2014 B 2015 C (NET) INSTAGRAM Like share or comment on pictures from friends Post pictures of food I buy or cook Post pictures or videos Like or comment on pictures from brands Like or comment on pictures from food publications (NET) TWITTER Read retweet favorite or reply to tweets from brands or companies Retweet favorite or reply to friends' tweets Post a tweet Consider purchasing a product or trying a recipe based on something you saw on Twitter Read retweet or reply to tweets from food publications (NET) PERISCOPE Follow brands Follow food publications Follow celebrities Watch streams live Broadcast self (NET) SNAPCHAT Follow food publications Follow brands Share snaps about food with friends NONE OF THESE 14% 10% 6% 5% NA NA 20% 10% 8% 8% 5% NA NA NA NA NA NA NA NA NA NA NA 36% B 21% 11% 10% 8% 8% NA 26% 11% 10% 12% 6% NA NA NA NA NA NA NA 12% NA 8% 5% 31% A A A A A C 26% 12% 11% 7% 6% 6% 23% 7% 8% 8% 6% 6% 16% 5% 5% 5% 4% 1% 14% 6% 5% 5% 33% AB A

23. Hispanics are more likely to say they are using apps offered by brands I like (33% vs. 20%) or to watch a video for cooking directions (33% vs. 20%) than are non-Hispanics. Mobile Usage ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 23 2013 n=1002 A 2014 n=1004 B 2015 n=1001 C Access the web through a mobile phone or tablet Log on to Facebook or Twitter from a mobile phone or tablet Use a mobile device to search for recipes Access coupons on my mobile device via apps Use a mobile device to build or store shopping lists Shop/purchase items on my mobile device Check for nutrition information or recipes while in the store grocery shopping Use apps offered by brands that I like Watch video on a mobile device to get cooking directions None of these 46% 31% 19% 21% 14% NA NA 16% 9% 44% BC A A A A A C B AB AB AB AB B AB AB 42% 38% 29% 26% 21% NA 17% 16% 16% 34% 49% 45% 36% 34% 26% 31% 21% 23% 22% 23% Q.18: Now please think about your usage of mobile devices. In which of the following activities do you regularly engage? a,b,c Significant difference at 95% confidence level. There is significantly more mobile usage taking place in 2015 as compared to the prior two years. Notably, more Americans are using mobile access for social media and for recipes and shopping lists. Now, almost a third of Americans are purchasing products directly from their mobile device.

25. Demographics Male/Female Age (Mean) Millennial Gen X Baby Boomers Matures Race/Ethnicity Hispanic Caucasian Black/African American Asian Other Region Northeast South Midwest West 50%/50% 45.9 35% 22% 32% 10% 21% 82% 6% 6% 5% 17% 36% 22% 24% Total Respondents N=1,001 ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 25 Employment Full time Part time Retired Homemaker Disabled Unemployed Student Income (Median) % With Children in HH Marital Status Married Never married Single but living as married Divorced Widowed 46% 10% 20% 9% 6% 4% 3% $69.75k 36% 55% 17% 15% 8% 4% Total Respondents N=1,001 (49% 1st generation)

26. ©2015 Hunter Public Relations in Partnership with Libran Research & Consulting Samara Farber Mormar Hunter Public Relations www.hunterpr.com 212-679-6600 smormar@hunterpr.com Jane Mount Libran Research & Consulting www.libranresearch.com 207-219-8350 jane.mount@libranresearch.com For additional information regarding the Hunter Public Relations Annual Food News Study and putting these insights to work for your brand, contact: