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Bumble Bee Foods Launches BeeWell Miles; An Interactive Health and Wellness Program Benefitting the Y-Me National Breast Cancer Foundation
Date:5/1/2008

Campaign Encourages Consumers to Get Active and Give Back By Logging Miles

and Eating Right

SAN DIEGO, May 1 /PRNewswire/ -- A healthy lifestyle is always important and to encourage consumers to get active, Bumble Bee Foods today launched the BeeWell Miles Program, benefitting the Y-ME National Breast Cancer Organization with a donation of up to $200,000. Running from May 1 to June 30, 2008, BeeWell Miles encourages and inspires consumers to get moving and eat healthy via BeeWellMiles.com, an interactive website dedicated to creating an active lifestyle.

Consumers can participate in the BeeWell Miles program in a variety of ways. One way is through healthy eating. During the two-month campaign, grocery store shelves will get a makeover with 10 million pink Bumble Bee(R) Solid White Albacore tuna cans -- a low fat, high protein food that is ideal for a healthy diet. Through these special pink cans, Bumble Bee Foods is making an initial donation of $150,000 to Y-ME. In addition to eating well, BeeWell Miles will encourage consumers to get active via BeeWellMiles.com, an interactive Web site where consumers can get information for a healthy lifestyle and log the miles they are walking or running each day. When one million miles are logged, Bumble Bee Foods will donate an additional $50,000 to Y-ME for a total donation of $200,000.

"A healthy lifestyle is central to Bumble Bee's mission and core identity," said Dave Melbourne, senior vice president, consumer marketing for Bumble Bee Foods. "Bumble Bee Foods is delighted to partner with Health magazine's Girls Gotta Move Running Club to present a campaign that can inspire positive change towards a healthy lifestyle, as well as give back to a meaningful cause through the Y-ME National Breast Cancer Organization."

The website will offer tools to make the most of one's healthy active lifestyle. For example, consumers can meet other health-minded individuals in their local neighborhood through Health's Girls Gotta Move Running Club. The website also offers a wide variety of articles, recipes, tips, and quizzes from Health magazine to show how eating well can be simple and easy. Consumers can log what they eat on BeeWellMiles.com to understand the calories associated with their diet. Then, by logging the miles they walk or run each day, consumers can gauge how well they are offsetting the calories through exercise.

Plus, when consumers log their miles, they have a chance to instantly win one of over 10,000 prizes including ASICS(R) footwear, Fitbug(R) memberships including USB accelerometer and online coaching for one year, $100 spa certificates (redeemable at spas nationwide), $50 BeeWell Checks redeemable at any electronic store nationwide for MP3 players and other electronics, $20 BeeWell Check redeemable at any sport store nationwide for sporting gear and apparel, pedometers and music downloads. No purchase necessary to participate.

Funding raised through the BeeWell Miles program will help Bumble Bee Foods support core Y-ME initiatives including the 24-hour national breast cancer hotline, survivor and partner match programs and wig and prosthesis bank.

More information on the BeeWell Miles program can be found at http://www.BeeWellMiles.com. For more information on Bumble Bee Foods, please visit http://www.bumblebee.com.

About Bumble Bee Foods

Bumble Bee Foods, LLC, headquartered in San Diego, is the U.S. operating subsidiary of Connors Bros. Income Fund (TSX: CBF.UN) -- a limited purpose trust established under the laws of Ontario, Canada. Bumble Bee Foods comprises North America's largest branded seafood company, offering a full line of canned tuna, salmon, sardine, and specialty protein products marketed under leading brands including Bumble Bee(R), Clover Leaf(R), Brunswick(R) and Beach Cliff(R). The Bumble Bee brand has established significant consumer awareness and loyalty based on the superior quality of its protein products. For more information on Bumble Bee, visit http://www.bumblebee.com.

About Y-ME

Y-ME National Breast Cancer Organization's mission is to ensure, through information, empowerment and peer support, that no one faces breast cancer alone. Y-ME has the only 24-hour hotline staffed entirely by trained breast cancer survivors. Additionally, affiliates throughout the nation provide services such as support groups, early detection workshops, wigs and prostheses for women with limited resources and advocacy on breast cancer related policies.


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SOURCE Bumble Bee Foods
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