Locally-Sourced Ontario Corn Fed Beef Now Available at Real Canadian Superstore(R) Locations Across Ontario
07 July 2012 - 2:59AM
PR Newswire (Canada)
BRAMPTON, ON, July 10, 2012 /CNW/ - Ontarians looking for locally
sourced beef can now find Ontario Corn Fed Beef at Real Canadian
Superstore(®** )locations across the province, thanks to an
expanded partnership between Loblaw Companies Limited and the
Ontario Cattle Feeders' Association (OCFA). Real Canadian
Superstore(® )is a banner store of Loblaw Companies Limited.
More than 500 Ontario farmers have committed to beefing up supply
to meet growing demand from customers for Ontario Corn Fed Beef.
With the announcement of 37 Real Canadian Superstore(® )locations
involved in this program, approximately 241 Loblaw banner stores
now offer Corn Fed Beef. Loblaw introduced the Ontario Corn Fed
Beef Program in 2011 at 158Your Independent Grocer(TM), Zehrs
Markets(®), Zehrs greatfood(TM) and Valu-mart(® )locations and in
May 2012 expanded the program to include 46 additional stores
including Loblaws(®), Loblaw greatfood(®), the Loblaws(® )store at
Maple Leaf Gardens* and BloorStreet Market™. "Ontario Corn Fed Beef
is a top quality product at a great value - which is exactly what
our customers expect from us," says Sal Baio, senior vice
president, Fresh Meat and Seafood, Loblaw Companies Limited.
"Our customers have told us they want more local products and we've
had excellent feedback to Ontario Corn Fed Beef so far, so we're
happy to make it happen and support local farmers at the same time
- it's a win-win!" Today's announcement reinforces Loblaw's
"Canadian First" commitment, a pledge to buy Canadian first,
placing a priority on local and regional fresh products when the
safety, quality, availability and value are right for customers. In
store, customers can look on pack and for signage in the meat
section to identify Ontario Corn Fed Beef. Throughout the summer,
the Ontario Cattle Feeders' Association will be on the road
visiting stores across Ontario, including Real Canadian
Superstore(®) locations in Strathroy, St. Thomas, Peterborough,
Georgetown, London and Grimsby, Ontario, offering customers the
opportunity to sample this top quality product, meet Ontario cattle
farmers, and learn about the program. Local stores will promote
each stop in advance. "Loblaw's commitment to the Ontario Corn Fed
Beef program is an important show of support for Ontario farmers,"
says Jim Clark, farmer and Executive Director, OCFA. "We're proud
of our product and are excited that even more Ontarians now have
the chance to try it through the increased distribution at Real
Canadian Superstore(®) locations." Cattle raised through the
Ontario Corn Fed Beef program results in beautifully marbled, rich,
full-flavoured and tender top quality beef and contains 14
essential nutrients. All of the cattle in the Ontario Corn Fed Beef
program have been fed a balanced diet with oversight for the
development of the rations being handled by an Animal Feed
Nutritionist who ensures a balanced diet of nutrient-rich grains
such as corn, wheat, barley and soybeans and seasonal forages such
as hay and grass. Farmers participating in the Ontario Corn
Fed Beef program must adhere to the strictest of Quality Assurance
standards. As Canada's second largest beef producing province,
Ontario's cattle and beef sector supports more than 11,000 jobs and
contributes approximately $4 billion dollars to the provincial
economy.*** Canadian First At Loblaw Companies Limited, we are
committed to buy Canadian first, placing a priority on local and
regional fresh products when the safety, quality, availability and
value are right for our customers. As the largest grocery
retailer and food distributor in Canada, Loblaw is proud to offer
safe and healthy foods from across the country. Since our inception
in 1919, we have taken pride in working with local farmers,
fishermen and producers, helping them grow their businesses and
contributing to the growth of local economies. Loblaw enjoys long
standing, deep relationships with a wide assortment of Canadian
suppliers and we are proud to continue the tradition and commitment
to buy Canadian first. Among the most visible symbols of Loblaw's
commitment to local sourcing are the annual Grown Close to
Home™ and Savour the Season campaigns. The campaigns feature
wholesome, fresh produce grown by Canadian farmers and Loblaw aims
to maximize the amount of fresh Canadian-grown produce available
year-round in Loblaw banner stores. In 2011, 30 per cent of
Loblaw's annual produce purchases were Canadian. Furthermore, up to
40 per cent of produce sold in-store during the peak growing season
were sourced from Canadian growers. Among the innovative
initiatives the Company believes will serve as building blocks for
its long-term vision to improve the sustainability of our food,
Loblaw granted a $3 million gift to the University of Guelph to
establish the Loblaw Companies Limited Chair in Sustainable Food
Production, and took a leading role in the development of the
Conference Board of Canada's Centre for Food in Canada, which aims
to develop a framework for a national food strategy. Loblaw's
approach to business is guided by five corporate social
responsibility principles: Respect the Environment, Source with
Integrity, Make a Positive Difference in our Community, Reflect our
Nation's Diversity and Be A Great Place to Work. For more
information, Loblaw's 2011 CSR report can be found online at
loblaw.ca. *Reg'd TM. Lic'd use. ** Real Canadian Superstore(® )is
a banner store of Loblaw Companies Limited, which includes,
Loblaws(®), Loblaw greatfood(®), Zehrs(®), Zehrs greatfood(™),
Fortinos(®), Real Canadian Superstore(®), valu-mart(®), Your
Independent Grocer(™), nofrills(®), Cash & Carry(™) Real
Canadian Wholesale Club(®), Atlantic Superstore(®),
Dominion(® )(in Newfoundland and Labrador), SaveEasy(®),
Provigo(MD), Maxi(MD), Maxi&Cie(MD), Extra Foods(®) and more.
For more information, visit pc.ca. ***Source: Ontario Cattle
Feeders' Association About Canada Beef Inc. Canada Beef Inc. is an
independent national organization representing the marketing and
promotion of the Canadian cattle and beef industry worldwide. Its
efforts to maximize demand for Canadian beef and optimize the value
of Canadian beef products are funded by cattle producers through
the National Beef Check-Off, which in turn makes it possible to
access beef industry market development funds provided by the
government of Canada and the Government of Alberta.
www.canadabeef.ca About Loblaw Companies Limited TSX: L Loblaw
Companies Limited, a subsidiary of George Weston Limited, is
Canada's largest food retailer and a leading provider of drugstore,
general merchandise and financial products and services. Loblaw is
one of the largest private sector employers in Canada. With more
than 1,000 corporate and franchised stores from coast to coast,
Loblaw and its franchisees employ more than 135,000 full-time and
part-time employees. Through its portfolio of store formats, Loblaw
is committed to providing Canadians with a wide, growing and
successful range of products and services to meet the everyday
household demands of Canadian consumers. Loblaw is known for the
quality, innovation and value of its food offering. It offers
Canada's strongest control (private) label program, including the
unique President's Choice(®), no name(® )and Joe Fresh(®) brands.
In addition, the Company makes available to consumers President's
Choice Financial(®) services and offers the PC(®)points loyalty
program. Loblaw Companies Limited CONTACT: Loblaw Public Relations
Department905-459-2500 or pr@loblaw.ca
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