competitor in the market place and  allows our customers – restaurants,  food retailers and club stores – to  distinguish their product offerings as  well. Recently we received Canadian  Living’s Best New Product in the Frozen  Fish Category award for the third  consecutive year. In 2011, sales from  new products launched in the previous  24 months exceeded $41.3 million or  12.3% of total sales in Canada, and $57.7  million or 14.6% of total sales in the U.S.  oil that was guaranteed to be below  0.75% transfats. To address consumer  concerns over sodium content in  processed foods and Health Canada’s  sodium reduction strategy, we  reformulated 17 Canadian retail and  food service products to reduce the  sodium content. to sustainability. Our procurement  network combined with our ability to  innovate and our compelling market  share gives us the platform to establish  a leadership position in key species for  the North American market.  Our logistics group provides a best-in- class supply chain capable of meeting  the demands of our suppliers and  customers for seamless ordering,  invoicing, integrated information  systems, vendor managed inventory,  on-time delivery and order fill precision.  Our ability to deliver is exceptional. Our  case fill and order fill rates, the ultimate  measure of our ability to meet customer  expectations, regularly exceed the  market benchmark of 98.5%. We have  a truck delivering seafood to almost  every major customer in North America  every week. This provides us with the  opportunity to add additional products  to shipments at reduced costs. Launched in late 2010 in the U.S. food service market, sales of FPI’s  FireRoasters  exceeded expectations  within the first 12 months. 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. This ability to move  innovations across borders and across  distribution channels will accelerate  our ability to out-innovate our  competitors and capture even more  market share.  With the Icelandic USA acquisition,  High Liner became the largest buyer  of cod and haddock in the world.  This acquisition also brought new  suppliers from Iceland and Norway  into our network. We now procure  approximately 30 species from  approximately 100 select suppliers  in 30 countries, and we are regularly  seeking and developing relationships  with new suppliers who can expand  the breadth and quality of our products.  This geographic diversity of supply  helps manage fluctuations in the cost  of raw materials while our scale gives  us control over the pricing on some  species. It also gives considerable  influence over global seafood  harvesting practices through our own  purchasing policies to purchase seafood  only from companies committed  Logistics Procurement 2008 2007 FPI Limited  Manufacturing  and Marketing  Group acquired,  Dec. 2007 2009 2015 2011 Icelandic Group’s U.S. and Asian  operations  acquired, Dec. 2011 2011 Pro forma EBITDA  combining High Liner  Foods with Icelandic  USA Acquisition for  the full 2011 year 2010 Viking Seafoods, Inc. acquired, Dec. 2010 $15M $40M $43M $46M Adjusted EBITDA from 2008 to our 2015 goal $53M $80M $100M 7 AnnuAl RepoRt 2011