Leading Brands and Market Shares

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1 Leading Brands and Market s FACT SHEET Innovative thinking to innovative products key to our value creation plan Maple Leaf is the premier branded meat, bakery and fresh pasta company in Canada. We have a portfolio of Canada s leading brands and #1 market positions across all core categories. Internationally, we have market leading bakery businesses in the U.S. and U.K. Maple Leaf is one of the largest producers of frozen par baked products in North America In the United Kingdom, we are one of the leading specialty bakery companies and operate one of the largest fresh bagel plants in the world in Rotherham, England Maple Leaf is Canada s largest fresh food company in terms of retail branded sales, and only behind P&G, Kraft, Pepsi/Frito Lay, and Saputo when international companies are included Commercial Branded Bread Canada Retail Par Baked Bread North America Fresh Pasta and Sauces Canada Bacon Canada Deli, Sliced Meats & Ham Canada Wieners & Sausages Canada Bagels United Kingdom Market Position #1 Through over 30 acquisitions and a strong focus on marketing and innovation we have achieved market leadership across our categories: 1995 Today National Market Leaders Meat Products 12% 33% Fresh Bakery 21% 43% 1

2 Canada's Leading Meats and Meals Company As Canada s leading branded meats company we have both #1 and # 2 national brands in Schneiders and Maple Leaf and a leading added value brand in Prime. As part of the ongoing innovation towards healthier solutions, Maple Leaf has been leading with great new protein products like Natural Selections and Prime Naturally. $ Bacon 38% Wieners 61% Sliced Meats 29% Sausages 29% Meal Solutions 43% Natural Selections Launched in 2010, our newest product innovation Natural Selections, deli meats are made with simple ingredients consumers can pronounce with no added preservatives. Maple Leaf market share in category has grown by over 30%, with four of the top 10 sliced meat SKUs in Canada (out of 600+). There is a growing trend toward simple, preservative free foods. We are the first leading brand to address consumer needs for healthy convenience in sliced meats. It is Canada s first deli meat approved to make a natural claim. Four varieties including: Oven roasted turkey, Oven roasted chicken, Baked deli ham, and Black forest ham. Maple Leaf Prime Naturally Maple Leaf Prime Naturally is Canada s first 100% whole grain fed, air chilled branded chicken. Exciting new products include seasoned flattened chicken Wild Garlic & Herbs; and marinated chicken breasts Fig & Balsamic or Chianti Wine & Tomato Your local butcher shop Commitment to quality Meat credentials and expertise Passionate enjoyment of food Trusted ingredients Progressive and diverse meals Leadership in food safety We have over 500 butchers 2011 Focus: Continue to invest in growing one of Canada s leading brands with new product innovation, high quality and a greater connection of the brand to Canadians lives. 2

3 Canada s Leading Fresh Bakery Fresh Bakery produces value added and nutritious fresh bakery products, marketed under a number of leading brands including Our fresh bakery business is a leader in healthier whole grain products, reflecting an increased focus on health and nutrition, including Dempster's WholeGrains and innovation in core products like Smart. Smart Brand +42% growth since launch of Smart 16 TM $73 million brand since 2006 launch A Leader in Healthy Whole Grains Grains are one of the four food groups that are essential to a healthy diet, as recommended in Canada s Food Guide. Close to nine out of 10 Canadians do not get enough grain products in their diets. Dempster's breads provides Canadians with a variety of high quality, healthy and wholesome breads. Innovative marketing and promotion promotes healthy eating. In 2010, we executed a Dempster s marketing program with Sidney Crosby to promote healthy eating with children. Dempster s Rye Bread Newly launched Dempster s Rye Bread is a European style rye bread offered in five innovative varieties: Mild Light, Fruit & Berry, Golden Grains, Country Caraway and Harvest Pumpernickel. It is low in fat and a source of fiber and eight essential nutrients. Dempster s rye bread is softer and moister than traditional rye bread and is packaged in a smaller, convenient loaf size to appeal to the average family and single households. Olivieri A Leader in Fresh Pasta Olivieri is Canada s leading fresh pasta and sauces brand, with a dominant share in the marketplace with sales in both Canada and the U.S. 3

4 Olivieri Nutriwise Olivieri has introduced Olivieri Nutriwise and Health Check pastas that are enriched with vitamins and offer a variety of other benefits such as reduced fat, trans fat free, lower in sodium and high fibre. Varieties include meat or cheese, filled or flat. Oliveri pastas offer a premium flavor pasta meal that can be cooked and served in minutes. Innovative Products Extensive innovation across Proteins and Grains Serving millions of people, every meal, every day Across Canada, U.S. and U.K., we make every day food products that people count on for taste, quality and nutrition. In Canada alone, a Maple Leaf product appears in 100 million meal occasions a day. Our product development focuses on six key trends: Health & Nutrition Convenience People living longer Changes to household composition Cultural impacts/ ethnicity Increased emphasis on health and better nutrition Healthier food service items Healthy aging Varied portion sizes Easy to prepare/cook On the go Ready to eat Taste & Indulgence Value Sustainability Everyday comfort New taste experiences Small/premium indulgences Portion sizes Price based Smart shopper packs Eco friendly products Packaging and ingredients Ethical treatment 4

5 Innovative Thinking Maple Leaf Foods opened the highly innovative ThinkFOOD! Centre in 2009, a state of the art culinary innovation facility, the only facility of its kind in Canada. At ThinkFOOD! people are empowered to inspire, innovate and grow new areas to satisfy consumer tastes. It includes internationally trained chefs, culinary food scientists, microbiologists, home economists, environmental technologists, and biologists. ThinkFOOD hosted over 150 customer events in 2010, providing the environment for learning and collaboration on consumer insights, food trends, menu ideation and product development ThinkFOOD! Centre Product development and testing Consumer insights Sensory evaluations Ideation sessions Recipe/menu development Retail merchandising Packaging innovation We are committed to making lives easier, making lives better. 5