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/ Retail Branded / pro forma including Icelandic uSA Acquisition 

## Sales Mix 

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## Div er sified Global Procurement 32% 68% 

•  We procure approximately 30 species from approximately 100 quality suppliers in 30 countries around the world. 

•  With the Icelandic USA acquisition, we became the world’s largest single buyer of cod and haddock. 

•  We have long-term relationships with our suppliers, many of whom share our commitment to sustainability. 

•  The geographic diversity of our procurement territory and species helps us manage fluctuations in the cost of raw materials. 

•  Our state-of-the-art web-based IT system allows our suppliers to work with us no matter where in the world they are located. 

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## Frozen Food Logistics Expertise 

•  We deliver to customers in every province and state in Canada and the U.S., and in major retail centres in Mexico. 

•  We have an IT system that allows for seamless ordering, invoicing, vendor-managed inventory, on-time delivery and order fill precision. 

•  Our ability to deliver is exceptional. Our case fill and order fill rates for value-added products, the ultimate measure of our ability to meet customer expectations, exceeds 98.5%. 

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## Innov ativ e Product Development 37% 63% 

New and differentiated products distinguish High Liner Foods from our competitors and allow our customers – restaurants, food retailers, club stores – to distinguish their product offerings as well. 

•  Sales of new products represented 14% of our total revenues in 2011. 

•  We launched more than 25 significant new products in 2010 and 2011 and dozens of products that extend already popular lines are planned for launch in 2012. 

•  Launched in late 2010 in the U.S. food service market, sales of FireRoasters  exceeded expectations. In 2012, the line will be rolled out into clubs and retail markets in the U.S. and the food service market in Canada and as Flame Savours under the High Liner brand in Canada. 

