Ontario Corn Fed Beef Barbeque tour at participating Ontario Loblaw
banner stores kicking off May 11th
BRAMPTON, ON, May 4, 2012 /CNW/ - (TSX: L)- Based on the positive reception from customers and a commitment from
Ontario farmers to beef up supply, Loblaw Companies Limited (Loblaw)
today announced that Ontario Corn Fed Beef (OCFB) will be available at
46 more Ontario Loblaw grocery stores, bring the total to 200 of its
stores. This program involves 500 Ontario beef farmers, with more
producers expected to join the program to meet growing market demand.
In 2011, Loblaw introduced the Ontario Corn Fed Beef Program in 158 Your Independent Grocer™, Zehrs Markets®, Zehrs greatfood™, and Valu-mart® locations. This year the program includes Ontario grocery stores Loblaws®, Loblaw great food®, Loblaws® store at Maple Leaf Gardens* and Bloor Street Market™.
Today's announcement reinforces Loblaw's "Canadian First" commitment.
This is 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 signage to identify Ontario
Corn Fed Beef. Customers will be able to sample and learn all about
this top quality product straight from the farmer's mouth when they
participate in the Ontario Corn Fed Beef Association's barbecue tour
travelling across Ontario with stops at participating Loblaw banner
stores along the way. Local stores will promote each stop in advance.
This year the expanded distribution also includes the introduction of
AAA Beef exclusively available in 46 Loblaws® stores.
"The beef products from the Ontario Corn Fed Beef Program are
well-suited to meet the growing demand for local food," says Ron
Bennett, Bennett Farms, Gorrie Ontario. "The protocols are in place for
this branded product to keep its consistency and high quality. To me
this is a natural fit for the consumer. And since the product is
Ontario grown, we know that good Ontario farmers are producing a good
Ontario product."
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.
"It's great that that even more Ontario families will have a chance to
enjoy Ontario Corn Fed Beef," says the Honourable Ted McMeekin,
Minister of Agriculture, Food and Rural Affairs. "This is exactly the
kind of collaboration we like to see among farmers, food processors and
retailers to build the value chain."
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.**
"We know our customers want to buy locally sourced products, so
continuing to strengthen our ties to Ontario farmers is a natural step
for us," says Rodney Koning, vice-president of Meat and Seafood, Loblaw
Companies Limited. "Working with local farmers through the Ontario
Corn Fed Beef program delivers a taste and quality that meets our high
standards at great prices for our customers, and by expanding our
distribution to include more than 200 corporate and franchised stores
this year in Ontario, we are meeting the demand for the product too."
"Canada Beef Inc. was excited to partner in bringing this project to
life," says Peter Vasil, Market Development Manager, Canada Beef Inc.
"We applaud Loblaw's commitment to Ontario's beef farmers and are glad
to see Ontario families will be able to serve the high quality,
nutritious, local Canadian beef they have been asking for."
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, summer-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.
Loblaw's 2011 CSR report can be found online at loblaw.ca.
*Reg'd TM. Lic'd use.
**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 135,000full-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®andJoe Fresh® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC®points loyalty program.