In 2010 we invested in growing the Maple Leaf brand, launching a series of advertisements that focused on our commitment to quality and fresh, trusted ingredients. In addition, we introduced breakthrough new products like Maple Leaf Natural Selections, which was recently chosen by consumers as one of Canada’s best new products of the year, and Prime Chicken Strips that address consumers’ increasing need for healthier, more nutritious products that are simple to prepare.

In fresh bakery we extended our leadership in whole grain products and extended our brand strength into new segments like pitas, naans and rye bread. In frozen bakery we introduced big winners like cheese bagels. Under the Olivieri brand we continued to build our fresh pasta leadership with new forms and flavours. In the U.K. we successfully

re-launched our New York Bakery bagel brand with new improved products, packaging and a highly effective marketing campaign that drove significant volume and margin growth in this category.

We believe in the need to strongly invest in consumer marketing and new product innovation across our businesses that is fuelled by deep consumer insights. Done well, it will further build consumer and customer preference for our products and strong and enduring consumer relationships with each of our leading brands. Maple Leaf Foods has three of Canada’s top brands. Building on this well-earned position with new products that taste great, deliver good nutrition and value is a pact we have with consumers, customers and ultimately our shareholders.