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High Liner Foods Reports Substantial Progress On Its Sustainability Commitment

March 12, 2012

Seafood company nearly doubles certified sustainable seafood purchases
in 2011
compared to prior year

LUNENBURG, NS, March 12, 2012 /PRNewswire/ – High Liner Foods Inc. (TSX: HLF)
(TSX: HLF.A), the leading value-added seafood supplier in North
America, announced today that it has made significant progress since
the company announced its sustainability commitment in late 2010, when
it set a goal of sourcing all of its seafood from certified sustainable
or responsible fisheries and aquaculture farms by the end of 2013.

“It’s very encouraging to see the progress High Liner has made in such a
short time,” said Jim Cannon, CEO of the Sustainable Fisheries
Partnership, High Liner’s NGO partner. “High Liner’s commitment to
sustainability and efforts to help encourage the rebuilding of
fisheries are examples of how a major seafood buyer can achieve a
win-win for the environment and their business.”

In 2011, High Liner achieved the following toward its sustainability
commitment:

        --  Procurement of raw material
      o High Liner nearly doubled the amount of certified sustainable raw
        materials it purchases, both wild caught and aquaculture
        farm-raised, from 27 percent in 2010 to 52 percent at the end of
        2011. These figures do not include products of the
        recently-acquired Icelandic Seafood, and High Liner is reviewing
        the sustainability status of Icelandic Seafood brand raw materials.
        --  Fishery Improvement Projects
      o Working with SFP and other organizations, High Liner provided
        assistance in a Russian pollock Fishery Improvement Project (FIP).
        The Russian Pollock Catchers Association is working hard to achieve
        MSC certification.
      o High Liner joined an effort overseen by the World Wildlife Fund
        (WWF) to help drive the 3Ps Atlantic cod fishery of Newfoundland
        toward entering the Marine Stewardship Council (MSC) assessment
        process.
        --  NGO community relations
      o High Liner extended its partnership with SFP for another two years
        (through the end of 2013). SFP and High Liner are working together
        to develop programs and strategies to ensure High Liner Foods'
        customers of the sustainability of their products.
      o The company continued to work closely with staff at the Monterey
        Bay Aquarium, WWF and Ocean Wise, a conservation program of the
        Vancouver Aquarium, on sustainability initiatives.
        --  Participation in industry-wide initiatives
      o High Liner was the principal sponsor of the
        Seafood Summit 2011,
        in Vancouver, B.C.
      o Bill DiMento, Corporate Director of Sustainability for High Liner
        Foods, testified in December 2011 to a U.S. Senate panel in support
        of the Pirate Fishing Elimination Act, which would prevent fishing
        vessels from offloading illegally caught seafood in U.S. ports.
      o High Liner worked with the National Fisheries Institute's
        Traceability Team to drive improvements in traceability systems
        that would not add significant costs to the seafood supply chain.

“Reaching our goal of being 100 percent sustainable by the end of next
year is by no means a finish line, but another major step forward to
meeting our sustainability commitment,” said Henry Demone, President
and CEO of High Liner Foods. “It will be an important milestone to
achieve, and while we still have a long road ahead of us, we are right
on track to get there.”

“We recognize that we have the responsibility to ensure that our oceans
are healthy now and for future generations, at the same time
maintaining exceptional value and quality for our customers,” DiMento
said. “No company can do this alone, but by working closely with our
suppliers and our customers, we’re seeing progress happening.”

For more information about the High Liner Foods’ commitment to
sustainability, visit www.highlinersustainability.com.

About High Liner Foods Incorporated
High Liner Foods Incorporated is the leading North American processor
and marketer of prepared, value-added frozen seafood. High Liner’s
branded products are sold throughout the United States, Canada and
Mexico under the High Liner, Fisher Boy, Mirabel, Sea Cuisine and Royal Sea brands, and are available in most grocery and club stores.  The Company
also sells High Liner, FPI, Mirabel, Viking, Icelandic Seafood, Samband of Iceland, Seastar, and Seaside
branded food
service products to restaurants and institutions, and is a major
supplier of private label seafood products to North American food
retailers and food service distributors. High Liner Foods is a publicly
traded Canadian company, trading under the symbols HLF and HLF.A on the
Toronto Stock Exchange.

SOURCE High Liner Foods Incorporated


Source: PR Newswire