operators in many customer channels including foodservice, con- venience stores, vending, and supermarket bakeries. Components of net sales growth are shown in the following table: partially offset by net sales growth of Old El Paso across Europe and dough products in the United Kingdom. Net sales in Canada decreased 6 percent due to 13 points of unfavorable foreign currency exchange partially offset by growth from cereal prod- ucts and Fiber One bars. Net sales in the Asia/Pacific region increased by 10 percent, including sales growth for Ha ¨agen-Dazs and Wanchai Ferry brands in China, and increased sales of Old El Paso and Latina in Australia. Latin America net sales increased 16 percent due to net price realization and the sales volume recovery in Argentina after a fire destroyed our La Salteña man- ufacturing facility in fiscal 2008. Segment operating profit for fiscal 2010 declined 17 percent to $219 million from $264 million in fiscal 2009, reflecting unfavor- able foreign currency effects and a 31 percent increase in adver- tising and media expense, partially offset by favorable net price realization. For fiscal 2010, net sales for our Bakeries and Foodservice segment decreased 14 percent to $1,770 million. The decrease in fiscal 2010 was driven by 8 percentage points of volume decline, including 8 percentage points from divested product lines and a loss of 2 percentage points from an additional week in fiscal 2009. Net price realization and mix decreased 6 percentage points, primarily from prices indexed to commodity markets. For fiscal 2009, net sales for our Bakeries and Foodservice segment increased 1 percent to $2,048 million. The increase in fiscal 2009 was driven by 7 percentage points of net price real- ization and mix. This was offset by a 6 percentage point decrease in volume, mainly in the Foodservice Distributors and Bakeries and National Restaurant Accounts channels, including the effects of divested product lines. In January 2010, the Venezuelan government devalued the Bolivar by resetting the official exchange rate. The effect of the devaluation was a $14 million foreign exchange loss, primarily on the revaluation of non-Bolivar monetary balances in Venezuela. We continue to use the official exchange rate to remeasure the financial statements of our Venezuelan operations, as we intend to remit dividends solely through the government-operated For- eign Exchange Administration Board (CADIVI). The devaluation of the Bolivar also reduced the U.S. dollar equivalent of our Venezuelan results of operations and financial condition, but this did not have a material impact on our results. During fiscal 2010, Venezuela became a highly inflationary economy, which did not have a material impact on our results in fiscal 2010. Net sales growth for our Bakeries and Foodservice segment by customer channel is shown in the following tables: Segment operating profit for fiscal 2009 declined 3 percent to $264 million, from $270 million in fiscal 2008, driven by a 14 per- centage point decrease due to unfavorable foreign exchange. Increases in net price realization and mix and volume growth offset increases in supply chain input costs of $16 million and a 3 percent increase in advertising and media marketing expense. Bakeries and Foodservice Segment In our Bakeries and Foodservice segment our major product categories are cereals, snacks, yogurt, unbaked and fully baked frozen dough products, baking mixes, and flour. Many products we sell are branded to the consumer and nearly all are branded to our customers. We sell to distributors and General Mills 28 Bakeries and Foodservice Net Sales by Customer Channel Components of Bakeries and Foodservice Net Sales Growth (a)Measured in tons based on the stated weight of our product shipments. 2010 2009 2008 Fiscal Year ............................................................................... ......................................................................................................................................................................................... Foodservice Distributors $ 559.8 $ 574.1 $ 565.5 Convenience Stores 213.4 206.9 191.5 Bakeries and National Restaurant Accounts 997.3 1,266.8 1,264.3 ......................................................................................................................................................................................... Total $1,770.5 $2,047.8 $2,021.3 Fiscal 2010 vs. 2009 Fiscal 2009 vs. 2008 ......................................................................................................................................................................................... Contributions from volume growth (a) (8) pts (6) pts Net price realization and mix (6) pts 7 pts Foreign currency exchange Flat Flat ......................................................................................................................................................................................... Net sales growth (14) pts 1 pt