America’s Leading Food & Cooking Website Sells the Sizzle in Canola Oil

Esmee WilliamsVice President, Marketing & Partner Affairs

2 |

Time Saving Shortcuts

1956

Cake Mix

Appliances

Frozen Dinners

JELL-O®

3 |

Time Saving Shortcuts

2006

Break & Bake Cookie Dough

Microwaves

Dinner Kits

Salad in a Bag

4 |

Dinner Inspiration

1956

TV Dinners

Friends & Family

Cookbooks/ Magazines

BLT

5 |

Dinner Inspiration

2006

Turning on Your TV

Friends & Family

Websites/Email/Mobile

Double-Bacon Cheese Burger

6 |

Quick Dinners

1956

Salmon Loaf

• 1 Hour• 11 Ingredients• Chop, Mix, Bake, Slice

7 |

Quick Dinners

2006Salmon Pizza

• 10 Minutes• 5 Ingredients• Assemble & Serve

8 |

Consumer Expectations

BetterBiggerFaster

CheaperMore Convenient

9 |

Cooking On The Web

50 Million on-line home cooks

500 Million recipe searches via search engines

125 Million recipes viewed on Allrecipes.com

12,000,000

17,000,000

22,000,000

27,000,000

32,000,000

37,000,000

42,000,000

47,000,000

52,000,000

Aug-02

Oct-02

Dec-02

Feb-03

Apr-03

Jun-03

Aug-03

Oct-03

Dec-03

Feb-04

Apr-04

Jun-04

Aug-04

Oct-04

Dec-04

Feb-05

Apr-05

Jun-05

Aug-05

Oct-05

Dec-05

20032002 2004 2005

25% YOY Growth+88MM New Home Cooks

10 |

About Allrecipes.com

Established 1997

World’s Leading Online Recipe & Cooking Website

• 25MM Home Cooks • 60% Prepare 5+ Meals at Home/Week• 60% Seek Health & Wellness information online• 77% Visit grocery store same day as Allrecipes visit 76% of users likely to purchase brands associated with recipes 85% of users add to shopping lists based on Allrecipes visit 90% consider site an important asset for meal planning

Community Powered - Real Solutions from Real People

• Recipes, Reviews, Meals, Photos

Online Food & Recipe Technology Leader• Power sites for SuperTarget, Albertsons, Tesco & Safeway

11 |

Prominent Exposure on

Internet’s Most Traffic Food Home Page Homepage

25MM Visits

Creating Demand for Canola Oil Among the Internet’s Most Engaged & Active Home Cooks

12 |

Dedicated CanolaInfo website within Allrecipes.com network

15,000 views with 60% click-through to additional CanolaInfo content

• CanolaInfo branded recipes on Allrecipes.com

• CanolaInfo focused articles on Canolainfo.org

Content updated to keep users returning

CanolaInfo Micro Site

13 |

CanolaInfo Branded Recipes Drive Product Trial

CanoloInfo branded Recipes create preference and drive trial for Canola oil by providing timely and relevant consumption ideas

Strongly associated with CanolaInfo through Logo

Recipes viewed by 70,000 Allrecipes.com users

14 |

Prominent CanolaInfo banner advertisements targeted to:

• health focused home cooks• recipes with ‘oil’ ingredient• salad and seafood recipes

6 Million advertising impressions

Pinpoint Targeting

15 |

User Testimonials

Thank You!