3. Analyze the market opportunity for pizza compared to pasta. You may find Exhibits 3 and 4 for pasta and 7 and 8 for pizza helpful.

Exhibit 3 Fresh Pasta Purchase Intent Industry Mediana Measure Definitely would buy Probably would buy "Top Two" Box Mean Likeabilityb Mean Price/Value ratingb Cucina Fresca (N=300) 27% 49% 76% 20% 42% 62% 4.1 3.2 3.6 3.5 Purchase intention responses can be one of five categories: "definitely would buy," "probably would buy," "unsure," "probably would not buy," and "definitely would not buy." " a Industry mean is based on non-whole grain fresh pasta products, which may or may not be relevant for comparison to a whole grain product. b Five-point scale with 5 being like extremely" or "extremely good value." Exhibit 4 Fresh Pasta Concept Likes and Dislikes Total (N=300) Favorable to Concept (N=228) Unfavorable to Concept (N=72) 32% 38% 22% 35% 42% 25% 22% 26% 13% Attributes LIKES Food Qualities Whole grain Freshly made and dated Looks appetizing Preparation Product selection Easy to prepare Single meal portion size Other TruEarth brand name Good price DISLIKES 17% 21% 16% 20% 24% 18% 9% 12% 10% 33% 40% 22% 10% 7% 18% Limited selection Too expensive Limited time to product expiration 20% 8% 16% 15% 3% 10% 35% 25% 33% Note: Respondents are asked to select the attributes that they "like" or "dislike" about the product concept. Exhibit 7 Pizza Concept Purchase Intent: Mall Intercept Measure Definitely would buy Probably would buy "Top Two" Box Total (N=300) 18% 43% 60% Non-Customers (N=225) 15% 39% 54% TruEarth Customers (N=75) 26% 53% 79% Mean Likeabilitya Mean Price/Value ratinga 3.7 3.0 3.5 3.0 4.2 3.1 a Five-point scale with 5 being "like extremely" or "extremely good value." Note: "Top Two" box totals are rounded. Exhibit 8 Pizza Concept Likes and Dislikes: Mall Intercept Favorable to Concept (N=181) Total (N=300) Unfavorable to Concept (N=119) Attributes LIKES 19% 31% 24% 25% 35% 31% 10% 26% 13% Food Qualities Whole grain Freshly made and dated Looks appetizing Preparation Product selection Can purchase all items in one place Can buy toppings separately Can add amount & type of toppings desired Easy to prepare Other 16% 27% 23% 18% 16% 20% 35% 31% 24% 20% 9% 15% 11% 9% 9% TruEarth brand name Good price DISLIKES 24% 9% 33% 13% 11% 3% Limited selection Too expensive Limited time to product expiration 23% 27% 12% 18% 20% 3% 31% 38% 25% Note: Respondents are asked to select the attributes that they "like" or "dislike" about the product concept. Exhibit 3 Fresh Pasta Purchase Intent Industry Mediana Measure Definitely would buy Probably would buy "Top Two" Box Mean Likeabilityb Mean Price/Value ratingb Cucina Fresca (N=300) 27% 49% 76% 20% 42% 62% 4.1 3.2 3.6 3.5 Purchase intention responses can be one of five categories: "definitely would buy," "probably would buy," "unsure," "probably would not buy," and "definitely would not buy." " a Industry mean is based on non-whole grain fresh pasta products, which may or may not be relevant for comparison to a whole grain product. b Five-point scale with 5 being like extremely" or "extremely good value." Exhibit 4 Fresh Pasta Concept Likes and Dislikes Total (N=300) Favorable to Concept (N=228) Unfavorable to Concept (N=72) 32% 38% 22% 35% 42% 25% 22% 26% 13% Attributes LIKES Food Qualities Whole grain Freshly made and dated Looks appetizing Preparation Product selection Easy to prepare Single meal portion size Other TruEarth brand name Good price DISLIKES 17% 21% 16% 20% 24% 18% 9% 12% 10% 33% 40% 22% 10% 7% 18% Limited selection Too expensive Limited time to product expiration 20% 8% 16% 15% 3% 10% 35% 25% 33% Note: Respondents are asked to select the attributes that they "like" or "dislike" about the product concept. Exhibit 7 Pizza Concept Purchase Intent: Mall Intercept Measure Definitely would buy Probably would buy "Top Two" Box Total (N=300) 18% 43% 60% Non-Customers (N=225) 15% 39% 54% TruEarth Customers (N=75) 26% 53% 79% Mean Likeabilitya Mean Price/Value ratinga 3.7 3.0 3.5 3.0 4.2 3.1 a Five-point scale with 5 being "like extremely" or "extremely good value." Note: "Top Two" box totals are rounded. Exhibit 8 Pizza Concept Likes and Dislikes: Mall Intercept Favorable to Concept (N=181) Total (N=300) Unfavorable to Concept (N=119) Attributes LIKES 19% 31% 24% 25% 35% 31% 10% 26% 13% Food Qualities Whole grain Freshly made and dated Looks appetizing Preparation Product selection Can purchase all items in one place Can buy toppings separately Can add amount & type of toppings desired Easy to prepare Other 16% 27% 23% 18% 16% 20% 35% 31% 24% 20% 9% 15% 11% 9% 9% TruEarth brand name Good price DISLIKES 24% 9% 33% 13% 11% 3% Limited selection Too expensive Limited time to product expiration 23% 27% 12% 18% 20% 3% 31% 38% 25% Note: Respondents are asked to select the attributes that they "like" or "dislike" about the product concept