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Maple Leaf Foods announces new corporate identity

TORONTO, March 30 /CNW/ – Maple Leaf Foods today revealed its new Maple Leaf
corporate identity. The new identity is to be phased-in and will eventually
appear on all corporate materials and Maple Leaf Foods’ products. The new logo
provides a fresh, leading-edge look for Canada’s leading food processor.

“The Maple Leaf logo first appeared in 1898 and for generations of Canadians
has come to stand for quality and freshness. We have a proud heritage on which
to build and wanted to develop a fresh new look to take us into the new
millennium,” said Michael H. McCain, President and Chief Executive Officer of
Maple Leaf Foods. “We are very pleased with the evolution of our new corporate
identity. We wanted something that was visually more dynamic and a more
accurate reflection of Maple Leaf Foods’ leading-edge approach to business and
product development.” In designing the new identity, Maple Leaf Foods
conducted extensive consumer research to gain insight into how Canadians
perceived the logo. Results revealed consumers highly approved of its
similarity to the Canadian flag. The new design maintains the traditional red
and blue maple leaf, but presents it in a more dynamic setting. It symbolizes a
Canadian company on the move – a leader in product innovation and the global
food processing industry. To demonstrate Maple Leaf Foods’ commitment to
product innovation, the new identity will be introduced to consumers with the
launch of Maple Leaf’s most recent product development – Top Dogs®, a uniquely
formulated, nutritionally superior hot dog. Top Dogs® will be available in
stores beginning mid-April.

“Top Dogs® is the first in a planned lineup of new Maple Leaf products from our
various companies that represent the highest quality standards and innovation
in food processing,” said Mr. McCain. “Our products will continue to meet
these stringent standards – including differentiating our products in the
marketplace and consistently providing consumers with added value – and will
carry our new Maple Leaf corporate identity.” Maple Leaf plans to first
package their top 20 offerings with the new corporate identity and complete the
remaining repackaging of products sold in Canada over the course of the next
two years.

Maple Leaf Foods is a leading, global food processing company. Headquartered in
Toronto, the company employs more than 11,000 people at its operations across
Canada, in the United States, Europe and Asia. Maple Leaf had sales of more
than $3 billion in 1998.

For further information: Stephanie Baxter, Fleishman-Hillard, (416) 214-0521