O'Day brings to Hershey more than 25 years of leadership experience in a variety of manufacturing and operations leadership roles. He joins Hershey from Mannatech, Inc., a global nutritional supplement and skincare company located in Coppell, Texas, where he was Executive Vice President and Chief Operating Officer. O'Day was responsible for supply chain, quality assurance, regulatory affairs, facilities, distribution, logistics, customer service and information technology.

Prior to joining Mannatech in 2006, O'Day was Executive Vice President Operations, Refrigerated Foods, at Conagra Refrigerated Foods Companies. In this position, O'Day was responsible for 28 manufacturing and 13 warehousing facilities. Additionally, O'Day held senior leadership roles at Revlon, Inc., and Nabisco Foods Group. O'Day served in the U.S. Air Force and Air National Guard, where he attained the rank of major.

O'Day holds a Bachelor of Science degree from the U.S. Air Force Academy in Colorado Springs, Colo., and a Master of Business Administration degree from Western Michigan University in Kalamazoo, Mich.

"Hershey is known around the world for high-quality products," O'Day said. "I look forward to working with the operations group and the Hershey Executive Team as we continue to build an efficient global supply chain that allows Hershey to successfully implement its strategic plan."

About The Hershey Company

The Hershey Company (NYSE: HSY) is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Headquartered in Hershey, Pa., The Hershey Company has operations throughout the world and more than 13,000 employees. With revenues of nearly $5 billion, Hershey offers such iconic brands as Hershey's, Reese's, Hershey's Kisses, Kit Kat, Twizzlers and Ice Breakers as well as the smooth, creamy indulgence of Hershey's Bliss. Hershey is a leader in the fast-growing dark and premium chocolate segment, with such brands as Hershey's Special Dark and Hershey's Extra Dark. In addition, Artisan Confections Company, a wholly owned subsidiary of The Hershey Company, markets such premium chocolate offerings as Scharffen Berger, Joseph Schmidt and Dagoba as well as Starbucks Chocolate. For more than 100 years, The Hershey Company has been a leader in making a positive difference in the communities where we live, work and do business. The Milton Hershey School, established by the company's founder in 1909, provides a nurturing environment, quality education, housing, and medical care at no cost to children in social and financial need. The School is administered by the Hershey Trust Company, Hershey's largest shareholder, making the students of Milton Hershey School direct beneficiaries of Hershey's success. Please visit us at www.hersheys.com.

SOURCE The Hershey Company

http://www.hersheys.com

http://www.reportlinker.com/p097836/World-Baked-Goods-Market-Brief.html

The global outlook series on Baked Goods provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. An easy guide to What, Why, When, How, Where, and Who of an industry, the report provides a bird's eye view of the industry, its product market segments, and evolving trends shaping future growth. The report offers an understanding of the significance of changing lifestyles, and the ensuing importance of convenience as a crucible of success, the implications boded by growing consumer health awareness, and the simple math underlying product innovation strategies. The report also takes a peek into the changing retailing trends, pricing pressures, the regulatory environment, and outlines recent mergers, acquisitions, and strategic developments. A detailed discussion punctuated with 28 tables, and accompanying graphs/charts, summarizes the market's structure in the US. Other regional markets synopsized to offer the reader a prelude include Canada, Japan, France, Germany, Romania, Russia, Spain, Switzerland, Ukraine, United Kingdom, Australia, China, India, Hong Kong, South Korea, Indonesia, Saudi Arabia, Chile, Colombia, Mexico and Venezuela, among others. Also included is an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of 963 companies worldwide.

BAKED GOODS GOS-023 A GLOBAL OUTLOOK, SEPTEMBER 2008

CONTENTS

1. Market Overview 1 Bread Market 1 Market for Frozen Dough, Specialty and Artisan Breads 1 Private Labels Dominate Bread Market 2

Table 1: Global Market for Bread/Rolls by Geographic Region -- USA, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Billion for Years 2003 through 2008 2 Biscuit Market 2 Global Leading Biscuit Brands 3

Table 2: Global Market for Savory Biscuits by Geographic Region -- USA, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 3

Table 3: Global Savory Biscuits Market (2004 & 2008): Percentage Breakdown of Value Sales by Geographic Region -- USA, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World 4 Competitive Bakery Supplies Market of Europe and North America 4

Table 4: Global Market for Cakes/Pastries by Geographic Region - USA, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 5

Table 5: Global Cakes/Pastries Market (2004 & 2008): Percentage Breakdown of Value Sales by Geographic Region -- USA, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World 5 Fastest Growth for Bakery Products in Developing Regions 6

Table 6: Global Market for Bakery Products by Geographic Region -- USA, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Billion for Years 2003 through 2008 6

Table 7: Global Bakery Products Market (2004 & 2008): Percentage Breakdown of Value Sales by Geographic Region -- USA, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World 7 High Cost of Production Reduces Profit Margins 7 Consumer Health Consciousness Drives Healthy Trends in the Market 7 Lifestyle Influences Purchase of Baked Goods 8 Too Many Product Launches Creates Consumer Confusion 8 Well Balanced Between Health and Indulgence 8 Price Pressure 8 Price Discounting Lowers Value Growth of Bakery Sector 9 Highlighting Trends and Facts 9

2. Product Overview 9 Bread 9 Categories of Bread 9 Bread Types 10 Packaged/Industrial Bread 10 Unpackaged/Artisanal Bread 10 Children's Breakfast Cereals 10 Hot Cereals 10 Cakes & Pastries 10 Cakes 10 Artisanal Cakes 10 Industrial Cakes 10 Pastry 10 Other Bakery Products 10 Cookies 10 Crackers 10 Muffins 11 Bagels/Bialys 11 Pretzels 11 Croissants 11

3. Trends & Issues 11 Changing Lifestyles Fuel Growth in Convenience Foods 11 Sale of Industrial Products Increases Due to Changes in Eating Habits 12 Consumption of Deli and in-Store Bakery Products Rising 12 Product Innovations Drive Sales 12 Retailer Discounting Reduces Profit Margins 12 Sales of Bakery Products Enhanced by Packaging Innovations 12 Innovative Bakery Products Erode the Market for Traditional Bread Products 13 Indulgence -- A Major Trend in Affluent Markets 13 Growth of Convenience Stores Boost Growth in Asia-Pacific 13 Growing Consumer Health Awareness 13 Western-Style Bakeries Gains Popularity in Developing Countries 14 Organic Bakery Products Gaining Grounds 14 Consolidations Rising 14 Tight Competition Encourages Consolidations 14 Consumer Segmentation for Exclusive Positioning of Brands 14 Introduction of Composite Flour for Making Bakery Products 15 Grocery Stores Lead in Distribution of Baked Goods 15 Impulse Purchases Prevalent for Bakery Products 15 Positive Health Opinions Benefit Breakfast Cereals 15 Distribution Favors International Brands 16 New Retail Structures 16 Proliferation of MNCs in Emerging Markets Boosts Value 16 Functional Bread and Bakery Products Improves Ground 16 Bakery Products Targeted for Health & Beauty Enhancement 17 Functional Breads Enriched with Herbs & Flavors 17 Increased Promotional Offers to Boost Sales of Biscuit and Breakfast Cereals 17 Private Labels Gains Popularity 17 Rise in Repeat Visits Driven by Loyalty Cards 17 Supply Changes Driven by Development of in-Store Bakeries 18 Challenges Posed by Growth of Moulds and Staling of Bakery Products 18 Use of Natural Anti-Microbial Products for Reducing Spoilage 18

4. Regulatory Environment 18 Quality Control Measures 18 Appropriate Treatment of Bakery Wastewater 19

5. Mergers and Acquisitions 19

6. Strategic Corporate Developments 33

7. Product Launches 37

A REGIONAL PERSPECTIVE

1. North America 39

1a. United States 39 Consumer Profile 39 Highlight of Current Trends 39 Baked and Snack Food Market 40 Increased Demand for Functional Food Boosts Sales in Developed Regions 40 Retailer Consolidation Leads to Growth in Private Label 40 Industry Consolidations Rising 40 Frozen Dough Product Market 41 Bread and Bakery Product Market 41

Table 8: Leading Bread & Baked Goods Category in the US (2006): Percentage Breakdown of Value Sales for Bread-Fresh, Cakes-Fresh, Buns-Fresh, Rolls- Fresh, Muffins-Fresh, and Other Products 41

Table 9: Baked Goods Market in the US (2005): Percentage Breakdown of Retail Sales by Category -- Bread Aisle, Cookies & Crackers, Baked Sweet Goods, Refrigerated & Frozen Baked Goods, and Snack Bars 41 Sweet Baked Goods Market 42 Whole-Grain Bakery Products 42

Table 10: Leading Wheat/Whole Wheat/Grain Bread Brands in the US (2005): Percentage Breakdown of Value Sales for Nature's Own, Oroweat, Home Pride, Arnold, Sara Lee, Brownberry, Freihofer, Pepperidge Farm, Earth Grains, Private Label, and Others 42 Biscuit Market in the US 42

Table 11: Leading Cookie Brands in the US (2007): Percentage Breakdown of Retail Value Sales for Kraft Nabisco Oreo, Kraft Nabisco Chips Ahoy, Kraft Nabisco Newtons, Keebler Chips Deluxe, Pepperidge Farm Milano, Keebler Fudge Shoppe, Kraft Nabisco Nilla, Archway, Pepperidge Farm Chunk, Private Label, and Others 43

Table 12: Leading Cookie Brands in the US (2006): Percentage Breakdown by Retail Volume Sales for Kraft Nabisco Oreo, Kraft Nabisco Chips Ahoy, KSD Keebler Fudge Shoppe, Kraft Nabisco Newtons, Kraft Nabisco Teddy Grahams, Pepperidge Farm Milano, Pepperidge Farm Chunk, Archway, Kraft Nabisco Nilla, Private Label, and Others 43

Table 13: Leading Cracker Brands in the US (2007): Percentage Breakdown by Retail Value Sales for Kraft Nabisco Ritz, Sunshine Cheez-It, Kraft Nabisco Wheat Thins, Pepperidge Farm Goldfish, Kraft Nabisco Biscuit, Kraft Nabisco Premium, Kraft Nabisco Grahams, Keebler Club, Keebler Town House, Private Label, and Others 44

Table 14: Leading Cracker Brands in the US (2006): Percentage Breakdown by Retail Volume Sales for Kraft Nabisco Ritz, Pepperidge Farm Goldfish, Kraft Nabisco Wheat Thins, Kraft Nabisco Premium, Kraft Nabisco Triscuit, KSD Keebler Club, Kraft Nabisco Grahams, Lance Cracker Sandwich, KSD Keebler Town House, Private Label, and Others 44

Table 15: Leading Players in the US Cookie Market (2005): Percentage Breakdown of Value Sales for Kraft, Kellogg's, Campbell's, Private Label, and Others 44

Table 16: Leading Cracker Companies in the US (2005): Percentage Breakdown of Sales for Kraft, Kellogg's, Campbell's, Private Label, and Others 45

Table 17: Baked Goods Food Market in the US (2005): Companies Ranked by Sales Revenues 45 Trends & Issues 45 Low-Fat Bakery Products Gains Popularity 45 Prices for Baked Goods to Rise in the US 45 Low-Carbohydrate Bakery Products Make Inroads 45 Factors Governing Growth in Baking Products Market 46 Consumers Demand Innovative and Health Oriented Cookies 46 Bread Products Enriched with Functional Ingredients Gain Ground 46 Premium Breads Becoming Popular 46 Revival of Demand for Tasty Bakery Products 46 Fresh Bakery Segment Going Strong 47

Table 18: Leading Fresh Bread Vendors in the US (2007): Percentage Breakdown of Retail Value Sales for Interstate Brands, Sara Lee, George Weston, Flower Foods, Bimbo Bakeries, Pepperidge Farm, Stroehmann Bakeries, Private Label, and Others 47

Table 19: Leading Fresh Hamburger/Hot Dog Buns Brands in the US (2007): Percentage Breakdown of Retail Value Sales for Sara Lee, Martins, Wonder, Pepperidge Farm, Private Label, and Others 47

Table 20: Leading Hard/Soft Tortillas/ Taco Kits Brands in the US (2007): Percentage Breakdown of Retail Value Sales for Guerrero, Mission, Old El Paso, Tia Rosa, La Banderita, Ortega, La Tortilla Factory, Taco Bell, Mission Estilo Casero, Private Label, and Others 47

Table 21: Leading Pastry/Danish/Coffeecake Brands in the US (2007): Percentage Breakdown of Retail Value Sales for Entenmann's, Little Debbie, Private Label, and Others 48

Table 22: Leading Doughnut Brands in the US (2007): Percentage Breakdown of Retail Value Sales for Krispy Kreme, Entenmann's, Hostess Donettes, Entenmann's Softees, Private Label, and Others 48

Table 23: Leading English Muffins Brands in the US (2007): Percentage Breakdown of Retail Value Sales for Thomas', Thomas Hearty Grains, Oroweat, Weight Watcher's, Private Label, and Others 48

Table 24: Leading Hard/Soft Tortillas Brands in the US (2007): Percentage Breakdown of Retail Value Sales for Guerrero, Mission, Old El Paso, Tia Rosa, Private Label, and Others 48

Table 25: Leading Fresh Bagels/Bialys Brands in the US (2007): Percentage Breakdown of Retail Value Sales for Thomas, Sara Lee, Pepperidge Farm, Private Label, and Others 49

Table 26: Leading Frozen Appetizers/Snack Rolls Brands in the US (2007): Percentage Breakdown of Retail Value Sales for Totino's Pizza Rolls, T.G.I Friday's, Bagel Bites, El Monterey, Private Label, and Others 49

Table 27: Leading Frozen Pies Brands in the US (2007): Percentage Breakdown of Retail Value Sales for Edward's, Mrs Smith's Traditional Recipe, Marie Callender's, Sara Lee, Mrs Smith's Special Recipe, and Others 49

Table 28: Leading Salted Snacks (Cheese Snacks) Brands in the US (2006): Percentage Breakdown of Retail Value Sales for Cheetos, Baked Cheetos, Wise Cheez Doodles, Cheetos Natural, Private Label, and Others 49

Table 29: Leading Salted Snacks (Cheese Snacks) Brands in the US (2006): Percentage Breakdown of Retail Volume Sales for Cheetos, Wise Cheez Doodles, Utz, Baked Cheetos, Private Label, and Others 50

Table 30: Leading Salted Snacks (Corn Snacks/No Tortilla Chips) Brands in the US (2006): Percentage Breakdown of Retail Value Sales for Fritos, Fritos Scoops, Bugles, Fritos, Flavor Twists, Private Label, and Others 50

Table 31: Leading Salted Snacks (Corn Snacks/No Tortilla Chips) Brands in the US (2006): Percentage Breakdown of Retail Volume Sales for Fritos, Fritos Scoops, Fritos Flavor Twists, Bugles, Private Label, and Others 50

Table 32: Leading Salted Snacks (Other/No Nuts) Brands in the US (2006): Percentage Breakdown of Retail Value Sales for Frito Lay, General Mills Chex Mix, Sunchips, Munchies, Funyuns, Gardettos, Frito Lay Variety Pack, Terra, Private Label, and Others 50

Table 33: Leading Salted Snacks (Other/No Nuts) Brands in the US (2006): Percentage Breakdown of Retail Volume Sales for General Mills Chex Mix, Sunchips, Funyuns, Munchies, Frito Lay, Gardettos, Private Label, and Others 51

Table 34: Leading Fresh Bread Vendors in the US (2005): Percentage Breakdown of Retail Value Sales for Interstate Brand, Sara Lee Bakery Group, George Weston, Flower Food Bakeries Group, Pepperidge Farm, Bimbo Bakeries, Stroehmann Bakeries, Private Label, and Others 51

Table 35: Leading Fresh Rolls/Buns/ Croissants Brands in the US (2005): Percentage Breakdown of Retail Value Sales for Martin's, Sara Lee, Wonder, King's Hawaiian and Private Label and Others 51

1b. Canada 52

Table 36: Canadian Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 52 Quebec Bakery Products Market 52 Market Trends 53 Consolidation of Canadian Bakery Industry 53 Innovative Products 53 Frozen Par-Baked Products 53 Grain Based Products' Consumption On the Rise 53 Popularity of Home-Style Bakeries 53 Problems Faced by the Industry 53 Distribution Network 54 Export and Import 54

2. A Japanese Perspective 54

Table 37: Japanese Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 55 Market Trends 55 Western-Style Bakery Products Gains Popularity 55 Specialty Bakery Products' Demand 55 Biscuit Manufacturers Attract Young Professionals 55 Popularity of Breads with Cosmetic Benefits 55

Table 38: Leading Biscuits/Cookies Manufacturers in Japan (2005): Percentage Breakdown of Value Shipments for Bourbon, Nabisco, Lotte, Ezaki Glico, Morinaga, and Others 56

Table 39: Leading Bread Manufacturers in Japan (2005): Percentage Breakdown of Value Shipments for Yamazaki Baking, Shikishima Baking, Fuji Baking, Kobeya Baking, and Others 56

3. A European Perspective 56 Europe Dominates Global Bakery Products Market 56 Eastern European Markets Drives Growth in Baked Goods Sector 57

Table 40: European Bakery Products Market by Geographic Region -- France, Germany, Italy, UK, Spain, Russia, and Rest of European Markets Independently Analyzed with Annual Sales Figures in US$ Billion for Years 2003 through 2008 57

Table 41: European Bakery Products Market (2004 & 2008): Percentage Breakdown of Value Sales by Geographic Region -- France, Germany, Italy, UK, Spain, Russia, and Rest of Europe 58 Stagnation in Bakery Supplies Market 58 Trends & Issues 58 Growth of Organic Bakery 58 Multiple Grocers Dominate the Distribution Channel 58 Demand for Convenience Foods and Snacks 58 In-Store Artisan Bakeries Gains Prominence in Western Europe 59 Innovation in Fullstream 59 Packaging Drives Growth 59 Cakes and Pastries Segment to Experience Moderate Growth 59

3a. France 60

Table 42: French Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/ Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 60 Bread Constitutes the Largest Segment 61 Bread and Rolls 61 Market Trends 61 Artisan Pastry Sector Going Strong 61 Bakeries Dominate Distribution Channels 61 Hypermarkets and Industrial Bakeries Gain Significance 61

3b. Germany 62 Bakery Products 62

Table 43: German Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 62 Bread, the Largest Product Sector 62 Bread and Rolls 63 Unpackaged and Packaged Bread Sectors 63 Leading Manufacturers in Germany 63

Table 44: Leading Players in the German Baked Goods Market ( 2006): Ranked by Sales in Million 63 Biscuit Market 64 Artisan Bakeries Market 64 Chocolate/Confectionery 64 Ad Spending on Chocolate/Confectionery 64 Market Trends 64 Artisan Baking Market Declining 64 Demand Rising for German Functional Breads 64 Popularity of Supermarkets 64 Outlook 64

3c. Romania 65

3d. Russia 65

3e. Spain 65 Bakery Products Sales 65

Table 45: Spanish Market Analysis for Baked Goods by product Segment -- Bread/Rolls, Cakes/ Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 65 Market Trends 66 Fastest Growing Sector: Cakes 66 Popularity of Premium Biscuits 66 Consumption of Energy Rich Bakery Items by Spanish Children 66

3f. Switzerland 66 Bread and Flour Confectionery 66

Table 46: Baked Goods Market in Switzerland -- Bread and Flour Confectionery Sales in SFr Million for Years 2003 through 2008 66

Table 47: Baked Goods Market in Switzerland: Bread and Flour Confectionery Sales in Tons for Years 2003 through 2008 67 Per Capita Consumption 67

Table 48: Baked Goods Market in Switzerland (2005): Per Capita Consumption in Kg/Head 67

3g. Ukraine 67

3h. United Kingdom 67

Table 49: UK Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 68

Table 50: Home Baking Market in the UK (2006): Percentage Breakdown of Value Sales by Category -- Snacking Fruits, Baking Fruits, Culinary Nuts, Flour Mixes, Cake Coverings, Cherries & Peel, and Snacking Fruits & Nuts 68 Bread Market 68

Table 51: Bread Rolls and Baps Market in the UK (2007): Percentage Breakdown of Retail Value Sales by Category -- In-Store Bakery White, Plant White (Branded), Plant White (Own Label), Plant Brown (Own Label), In-Store Bakery Brown, and Plant Brown (Branded) 69

Table 52: Wrapped Bread Market in the UK (2007): Percentage Breakdown of Retail Value Sales by Category -- Plant White (Branded), Plant White (Own Label), In-Store Bakery White, Plant Brown (Branded), Plant Brown (Own Label), and In-Store Bakery Brown 69

Table 53: Leading Bread Brands in the UK (2006): Percentage Breakdown of Value Sales for Warburtons, Hovis, Kingsmill, and Others 69 Ambient Cakes and Pastries 69

Table 54: Cakes Market in the UK (2007): Percentage Breakdown of Retail Value Sales by Product Type -- Large Whole Cakes, Small Cakes, Small Pies, Slices, Small Tarts, Small Swiss Roll, Malt/Fruit Loaves, Cake Bars, Slab/Cut Cakes, Large Swiss Roll, and Others 69 British Market for Biscuits 70

Table 55: UK Biscuits & Cookies Market (2007): Percentage Breakdown of Retail Value Sales by Product Category -- Healthier, Chocolate Biscuit Bars, Crackers & Crispbreads, Everyday Biscuits, Everyday Treats, Seasonal Biscuits, Children's Biscuits, Special Treats, and Savoury Biscuits 70 Irish Bakery Industry 70 British Trends 70 The UK Cake & Biscuit Market Consolidating 70 Variety is the Spice 71 Change in Household Structure Drives Shopping 71 Impact of New Products 71

4. Asia-Pacific Perspective 71 Biscuit Market 71 Trends & Issues 71 Multiple Grocers Leads in Retail Value Sales 71 Increase in Shopping Activities Popularizes Hypermarkets 72 Imbibing Regional Tastes to Drive Sales in Developing Markets 72

Table 56: Asia-Pacific Market Analysis for Bakery Products by Geographic Region -- Australia, China, India, South Korea, and Rest of Asia-Pacific Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 72

Table 57: Asia-Pacific Bakery Products Market (2004 & 2008): Percentage Breakdown of Value Sales by Geographic Region -- Australia, China, India, South Korea, and Rest of Asia-Pacific 73

Table 58: Asia-Pacific Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 73

4a. Australia 74 George Weston Foods -- A Key Player 74

Table 59: Australian Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 74

4b. China 74

Table 60: Chinese Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 75

4c. India 75 Diversification Required 75 An Overview of Bakery Sector in Andhra Pradesh 76

Table 61: Indian Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/ Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 76

4d. South Korea 77 Frozen Bakery Products Market 77 Poor Infrastructure Restricts the Expansion of Frozen Dough Market 77 Market Trends 77 Western Style Products Drive Growth 77 Korean Bakery Sector Becoming a Delicatessen 77

Table 62: South Korean Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/ Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 78

4e. Indonesia 78 Wheat Flour 78 Production Overview 78 Wheat Flour Consumption 78 Wheat Flour Consumption by End Product 78 Wheat Flour Output by Company 79 Sugar Consumption by Leading Food Processing Industries 79 Indonesian Biscuit Market 79 Biscuit Market in Indonesia: Biscuits Type, Consumer Group, and Consumption/Use 79 Biscuit Market in Indonesia: Biscuits Type, and Major Products & Brands 79

Table 63: Leading Players in the Indonesian Biscuits Market (2006): Percentage Breakdown of Production Capacity for PT Mayora Indah, PT Nabisco Foods, PT Ultra Prima Abadi/ Orang Tua Group, PT Danone Biscuits Indonesia, PT Khong Guan Biscuit (Khong Guan Group), PT Sekar Laut, PT Siantar Top, and Others 80

Table 64: Biscuit Market in Indonesia (2006): Percentage Breakdown of Volume Exports by Country -- Singapore, Taiwan, USA, Thailand, Philippines, Malaysia, Australia, and Others 80

Table 65: Biscuit Market in Indonesia (2006): Percentage Breakdown of Value Exports by Country -- USA, Taiwan, Thailand, Philippines, Malaysia, Singapore, Australia, Hong Kong, and Others 80

Table 66: Biscuit Market in Indonesia (2006): Percentage Breakdown Volume Imports by Country -- Malaysia, Singapore, China, Thailand, and Others 81

Table 67: Biscuit Market in Indonesia (2006): Percentage Breakdown of Value Imports by Country -- Malaysia, China, Singapore, Thailand, Italy, Taiwan, and Others 81

5. Middle East Perspective 81

5a. Saudi Arabia 81 Special Bread Varieties Drive Saudi Baked Goods Market 81 Favorable Scenario for Mass-Produced Bread Types 81 Market Outlook 82

6. A Latin American Perspective 82

Table 68: Latin American Market Analysis for Bakery Products by Geographic Region -- Argentina, Brazil, Chile, Colombia, Mexico, and Rest of Latin American Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 82

Table 69: Latin American Bakery Products Market (2004 & 2008): Percentage Breakdown of Value Sales by Geographic Region -- Argentina, Brazil, Chile, Colombia, Mexico, and Rest of Latin America 83

Table 70: Latin American Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 83 Independent Food Stores Dominate Bakery Products market 84

6a. Chile 84 Nestle Chile -- A Key Player 84

Table 71: Chilean Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for 2003 through 2008 84

6b. Colombia 85

Table 72: Colombian Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 85

6c. Mexico 85

Table 73: Mexican Market Analysis for Baked Goods by Product Segment -- Bread/Rolls, Cakes/Pastries, and Savory Biscuits Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 86 Bread and Rolls Dominate the Market 86 Supermarkets and Grocery Stores Lead in Bakery Products Retailing 86 Export and Import 86 Healthy Economic Scenario Stimulates Exports 87

6d. Venezuela 87

GLOBAL DIRECTORY

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About Western Sierra Mining Corp.:

Western Sierra Mining (http://www.westernsierramining.com) is an aggressive gold and silver exploration and mining company that has been in the exploration mode for the past four years. Incorporated in Utah in 1907, we have a heritage of over 100 years in gold and silver mining and exploration. The company has over 1100 shareholders with an active and independent seven member Board of Directors featuring a Chairman who is the former CFO for Nabisco Foods, European Division. Focused on the historic mining districts of the Bradshaw mountains of Arizona, with additional areas of interest within Nevada and Mexico, our current projects include the SunGold, Oro Cache, and the Big Chief mining group, all of which have demonstrated high-grade mineralization with previous histories of production. Long-term company goals are to create maximum shareholder value by continuing to build a strong base of properties and advance these projects toward production.

Safe Harbor

This press release contains statements, which may constitute "forward-looking statements" within the meaning of the Securities Act of 1933 and the Securities Exchange Act of 1934, as amended by the Private Securities Litigation Reform Act of 1995. Those statements include statements regarding the intent, belief or current expectations of Western Sierra Mining Corp., and members of its management as well as the assumptions on which such statements are based. Prospective investors are cautioned that any such forward-looking statements are not guarantees of future performance and involve risks and uncertainties, and that actual results may differ materially from those contemplated by such forward-looking statements. Important factors currently known to management that could cause actual results to differ materially from those in forward-statements include fluctuation of operating results, the ability to compete successfully and the ability to complete before-mentioned transactions. The company undertakes no obligation to update or revise forward-looking statements to reflect changed assumptions, the occurrence of unanticipated events or changes to future operating results.

SOURCE: Western Sierra Mining Corp.

Brass Bulls Investor Relations 
Matthew Lovito, 866-342-2700

WESTERN SIERRA MINING RELEASES NEW DATA ON $450,000,000 IN RESERVES FOR GOLD RIVER MINE AND UPDATES GOLD BASIN PRODUCTION RESULTS

Western Sierra Mining Corp. (OTC: WSRA) today identified that the company's Phase I Mining Operations will also be supported by the Gold River Mine Group acquired earlier this year. "The Gold River Mine has in excess of 500,000 oz. of gold reserves and 950,000 oz. of silver reserves; at $800/oz. gold and $12/oz. silver, the total identified reserve pool for this group alone exceeds $450,000,000 with anticipated margins of approximately 60%," noted Michael Chaffee, CEO & President of Western Sierra Mining.

"Additionally, we are getting better than expected results from some of the pre-production holes at the Gold Basin Mine, which is the foundation of our Phase I Operations Plan. "Our initial findings supported historical data, and recent testing indicates that the mine may actually have better than reported reserves. Potentially higher reserves with state-of-the-art recovery techniques could mean higher than previously reported recovery yields and margins."

The Gold Basin Mine and Gold River Mine Group comprise two of the three mines WSRA intends to simultaneously operate during Phase I of our Gold and Silver mining operations to make the transition from an acquisition and exploration company to a revenue-based gold and silver production company. Western has invested over $800,000 of its own funds to prepare these mines for operations, and will release data on the third mine comprising Phase I of operations shortly.

Gold River Mine Statistics

Description and Location: On May 5, 2008, the Company acquired the Gold River Mine Group consisting of eight mines including the Sun Gold, Big Chief Group (4 mines), Oro Cache, Eagle and Treasure Gulch. The mines are located southeast of Prescott, Arizona in the Bradshaw Mountains.

Ore Quality and Volume: The mines have a total of 102,000 oz. proven gold reserves, 593,000 oz. proven silver reserves, 423,000 oz. probable/indicated gold reserves and 362,000 oz. probable/indicated silver reserves. At $800/oz. gold and $12/oz. silver, the proven gold reserves total $81,000,000, the proven silver reserves total $8,000,000, the probable/indicated gold reserves total $358,000,000 and the probable/indicated silver reserves total $6,000,000.

Plan of Operations: Western intends to process the hard rock ore coming from the Sun Gold, Oro Cache and the other mines owned by Western located in a central mill site to be located on portion of the 550-acre Blue Bell property referenced below. As with Gold Basin, the project is divided into two phases. Phase one will construct a hard rock pilot plant on the patented property. Phase two will expand the plant and significantly increase production.

Mine Reserves and Financial
Projections (Phase 1):
Yearly Cash Flow                  $7.9 million
Margins                           60%
Reserves oz.                      Gold: 102,000 oz proven / 423,000 oz probable-indicated
                                  Silver: 593,000 oz proven / 362,000 oz probable-indicated
Reserves $                        Gold: $82 million proven / $358 million probable-indicated
                                  Silver: $8 million proven / $6 million probable-indicated
Mine Life                         Many years
*- Note: Western has full ownership of the Sun Gold Mine and also
another 7 mines of the Gold River Mine Group.

About Western Sierra Mining Corp:

Western Sierra Mining is an aggressive gold and silver exploration and mining company that has been in the exploration mode for the past four years. Incorporated in Utah in 1907, we have a heritage of over 100 years in gold and silver mining and exploration. The company has over 1,100 shareholders with an active and independent seven-member Board of Directors featuring a Chairman who is the former CFO for Nabisco Foods, European Division. Focused on the historic mining districts of the Bradshaw mountains of Arizona, with additional areas of interest within Nevada and Mexico, our current projects include the SunGold, Oro Cache, and the Big Chief mining group, all of which have demonstrated high-grade mineralization with previous histories of production. Long-term company goals are to create maximum shareholder value by continuing to build a strong base of properties and advance these projects toward production. For more information on Western Sierra Mining, please go to http://www.westernsierramining.com; for comprehensive information on the gold and silver market or to buy and sell precious metals products, we recommend that you visit http://www.kitco.com.

Safe Harbor

This press release contains statements, which may constitute "forward-looking statements" within the meaning of the Securities Act of 1933 and the Securities Exchange Act of 1934, as amended by the Private Securities Litigation Reform Act of 1995. Those statements include statements regarding the intent, belief or current expectations of Western Sierra Mining Corp., and members of its management as well as the assumptions on which such statements are based. Prospective investors are cautioned that any such forward-looking statements are not guarantees of future performance and involve risks and uncertainties, and that actual results may differ materially from those contemplated by such forward-looking statements. Important factors currently known to management that could cause actual results to differ materially from those in forward-statements include fluctuation of operating results, the ability to compete successfully and the ability to complete before-mentioned transactions. The company undertakes no obligation to update or revise forward-looking statements to reflect changed assumptions, the occurrence of unanticipated events or changes to future operating results.

SOURCE: Western Sierra Mining Corp.

Brass Bulls Investor Relations 
Matthew Lovito, 866-342-2700