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SUSTAINABILITY REPORT

Tyson Foods’ principal marketing objective is to be the primary provider of chicken, beef, pork, and prepared foods products for our customers and consumers. As such, we utilize our national distribution system and customer support services to achieve the leading market position for our products. We identify distinctive markets and business opportunities through continuous consumer and market research.

In addition to supporting strong regional brands across multiple protein lines, we build Tyson® brands primarily through well-defined, product-specific advertising and public relations efforts that are focused toward key consumer targets with specific needs. These efforts are designed to present key Tyson Foods’ products as everyday solutions to relevant consumer problems, thereby gaining adoption into regular eating routines. Further, we use a coordinated mix of activities designed to connect with our customers and consumers on both rational and emotional levels.

Point-of-sale and marketing materials, as well as advertisements used by all Tyson Foods’ businesses, receive thorough internal business-unit and legal review to ensure appropriate controls over use of intellectual property and the accuracy of every product claim. We advertise in accordance with guidelines from the Federal Trade Commission and voluntary review organizations such as the National Advertising Division of the Better Business Bureau and SocialMedia.Org. These internal reviews also ensure the label claims made on our products are approved by the U.S. Department of Agriculture Food Safety Inspection Service.

We make judicious use of social media, such as Facebook® and Twitter® to provide opportunities for our consumers to interact with our products and share product information with their friends and families. We have added several carefully structured contests and games on Facebook and our websites in 2011 and 2012 that generate brand recognition and excitement and continue to expand our presence in social media venues.

Our print ads are targeted to adults, including parents and single-person or dual-person households who prepare meals at home. We strive to place our television advertisements in general-audience cable programming that is free from gratuitous displays of violence, sex, and profanity. Additionally, we strive to ensure our television advertisements are aired during programming that does not disparage any religious, ethnic, or political group and does not imply the company supports specific points of view. We do not advertise to children and we have policies in place that prevent children from providing personal information via our website.

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