A Better Choice PRODUCER-OWNED LAMB AND VEAL PRODUCTS

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1 A Better Choice PRODUCER-OWNED LAMB AND VEAL PRODUCTS

2 Mountain States a family of brands As the only vertically integrated and producer-owned lamb and veal company in the U.S., Mountain States oversees quality control from feed to processing and delivery. We provide a yearlong supply of fresh, high-quality, high-integrity products as a result of more than 65 combined years of dedication, industry expertise and solid relationships up and down the supply chain. YEAR-ROUND SUCCULENT LAMB AND VEAL Cedar Springs Veal Ranchers are dedicated to producing best-in-class calves for the highest quality veal in accordance with safe and responsible raising standards. They also comply with loose and group housing accommodations, of which 100% of our calves are raised. Calves are fed a Formula-One proprietary, nutritious whey-based feed that results in desired color and tenderness. USDA Natural Choice and Prime Program ensures the product is minimally processed without artificial ingredients and meets the highest quality grade standards for veal products. Fork-tender and mild, it is infinitely compatible with delicate sauces. Cedar Springs Lamb Lambs are raised utilizing practices to preserve and promote sustainable agriculture; they receive the utmost care, healthy exercise, and a nutrient-rich, 100% vegetarian diet, then finished with nutritious grains for consistently smooth texture. USDA Natural Choice and Prime Program ensures the product is minimally processed without artificial ingredients and meets the highest quality grade standards for lamb products. Our lamb bursts with bright flavor, a hint of sweetness, juiciness, and superb velvety tenderness. CHEF-INSPIRED CONVENIENCE Smart Cuisine Chef-inspired, value-added products that provide easy preparation and uncompromised quality. YEAR-ROUND, 100% SOURCE VERIFIED LAMBS, RAISED WITHOUT ANTIBIOTICS OR HORMONES Shepherd s Pride Lamb Ranchers pledge to never add hormones or administer antibiotics, and raise lambs on a 100% vegetarian diet. The only lamb that carries the Where Food Comes From SourceVerified label. QR Code provided to learn about the hard-working, ethical Mountain States families raising this fine, pure American lamb. USDA Choice lamb ensures the highest quality eating experience and the comfort of knowing the families that produce this highend product. IMPORTED LAMB AND BEEF OFFERINGS Royal Bay Imported Lamb Imported from Australia, pastureraised without added hormones. Available in primal cuts and caseready offerings. Upon arrival to the U.S. it s USDA inspected and packaged using Mountain State s top quality packaging technologies. Royal Bay Imported Beef Imported from Australia, this beef is free-range, grass-fed, antibiotic and hormone free. Carcasses aged for optimum tenderness and the meat has a delicious mild flavor profile. Upon arrival to the U.S. it s USDA inspected and packaged using Mountain State s top quality packaging technologies. Includes items such as meatloaf blends, breaded veal patties, beef and lamb blend patties, hot and sweet Italian veal sausage

3 WAYS WE HELP YOU SUCCEED Lamb photos courtesy of the American Lamb Board

4 1 WE MEET CONSUMER DEMANDS FOR HOMEGROWN PROTEIN THAT IS SUSTAINABLE AND CERTIFIABLY SAFE. Consumer confidence comes from knowing you are purchasing the safest, highest quality lamb and veal raised according to the highest standards, and free of artificial ingredients and additives. There s peace of mind in knowing that our veal- and lambraising practices preserve green open spaces and promote sustainable agriculture for future generations. Our best-in-class lambs graze on a diet of grass and herbs and are finished on nutritious grains. A healthy diet, plus being raised safely and responsibly in a low-stress environment, contribute to the best-tasting and most tender meat. Veal calves are raised exclusively on a proprietary whey-based, dry feed formula, ensuring our milk-fed veal surpasses the gold standard. Additionally, 100% of our veal calves are raised in loose and/or group housed calf facilities. We are proud to be the only U.S. lamb and veal company to achieve the highest level of safety and quality certification SQF Level 3 from the globally recognized Safe Quality Food Institute. 2 WE BRING EXTRAORDINARY SERVICE, TECHNICAL AND PROMOTIONAL EXPERTISE TO THE TABLE. Mountain States seeks to add value to our retail and foodservice customers by providing a diverse, full-service product portfolio guaranteed to be of the highest quality. Mountain States will be your partner in providing research, promotions, social media campaigns, merchandising, innovation and above all, trustworthy products and customer service to attract high-value consumers. We invest in the best animals, technology and quality assurance measures to deliver a succulent, mouthwatering eating experience that is a cut above the competition. Our strategically located distribution facilities provide efficient and cost-effective transportation options. Having facilities near producers and feeders means reduced animal travel time and stress, which results in a higher quality product. Locations in both the East and West allow for shorter distribution routes, translating to longer shelf life in stores, lower freight costs, and a reduced carbon footprint. Consumers can feel great knowing they re serving up a gourmet delicacy: homegrown, tender, juicy, fresh, nutritious veal and lamb from American farmers and ranchers caring families like their own.

5 MountainStatesRosen.com 3 4 WE OFFER PRODUCTS THAT APPEAL TO GROWING ETHNIC SEGMENTS, REPRESENTING HUGE GROWTH OPPORTUNITIES. According to the Pew Research Center, ethnic consumers from the Asia-Pacific, Middle East and other dominant Muslim countries living in the U.S. eat far more lamb, far more often, than the general U.S. population. Studies also show that they prefer the taste of U.S. lamb over Australian or New Zealand. Ethnic consumers from the Asia-Pacific, Middle East, Africa, and other dominant Muslim countries eat far more lamb, far more often, than the general U.S. population, and studies show they prefer the taste of U.S. lamb over Australian or New Zealand. According to Islamic Food and Nutrition Council of America, today s Muslims seek clean halal lamb products along with the convenience of one-stop shopping. Mountain States, owned and operated by family ranchers, certifies its halal lamb according to strict safety and religious protocols. We are committed to sharing category insights with customers and building credibility and relationships with this critical segment in order to dramatically grow lamb sales. OUR PRODUCTS MEET CONSUMER DEMANDS FOR NUTRIENT-RICH, HIGH-PROTEIN FOODS. Lamb is naturally full of good-for-you nutrients. On average, it s an excellent source of protein, vitamin B12, niacin, zinc and selenium; and also a good source of iron and riboflavin. According to the USDA, a 3-ounce portion of lamb compared to 3 ounces of beef, contains nearly five times the amount of essential omega-3 fatty acid, alpha-linoleic. We need omega-3 fatty acids for numerous normal body functions, such as controlling blood clotting and building cell membranes in the brain, and since our bodies cannot make omega-3 fats, we must get them through food. Dr. Frank Sacks, Professor of Cardiovascular Disease Prevention, Department of Nutrition, Harvard School of Public Health Additionally, compared to other meats, lamb has very little fat, meaning fewer calories per ounce. USDA data reveals that, on average, a 3.5-ounce serving of lamb has only 176 calories and the same serving size of lean, trimmed and cooked veal has only 166 calories less than 10% of the total fat intake recommended for a 2000 calorie diet. Though lean, this protein powerhouse is extraordinarily tender and also provides a natural source of zinc, niacin and vitamins B12 and B6. 5 OUR PRODUCTS ATTRACT ADVENTUROUS EATERS, INCLUDING MILLENNIALS COVETED CUSTOMERS WITH A HIGHER CASH REGISTER RING. AC Nielsen 2016 shopper data indicates both lamb and veal shoppers generally have a higher basket ring at check-out. Sales figures for 2015 indicate shoppers who purchase lamb spend on average 28.2% more than those purchasing other proteins; shoppers who purchase veal spend on average 17.9% more than those purchasing other proteins.

6 Our history and reputation make us a reliable partner. Our innovation and responsiveness make us a valuable one. Mountain States is owned by more than 150 third-, fourth-, and fifth-generation ranching families across the United States. Our ranchers joined together and invested vertically across the supply chain to be able to rigorously control quality from pasture to plate. Our hard-working rancher families proudly produce food that is safe, humanely raised, nutritious and delicious! Blending age-old traditions with state-of-the-art technology, our ranchers and producers are adhering to their historic roots of preserving the land and helping to promote sustainable agriculture for future generations. They do this all while keeping our commitment to produce a clean, complete protein that is wholesome and nutritious, and raised the way nature intended. MountainStatesRosen.com // info@rosenlamb.com NY: 355 Food Center Drive, Bldg. C-16, Bronx, NY // CO: 920 North 7th Avenue, Greeley, CO //