Sobeys Inc. to partner with chef Jamie Oliver

Sobeys Inc. announced today a partnership with Chef Jamie Oliver who will collaborate with the retailer to educate and inspire Canadians to eat better. (CNW Group/SOBEYS INC.)

Sobeys brand evolving to better meet the needs of Canadians

STELLARTON, NS, Aug. 15, 2013 /CNW/ - Sobeys Inc. today announced a partnership with world-renowned chef and campaigner Jamie Oliver, designed to educate, inspire and empower Canadians to eat better.

As an advocate for change and a promoter of better food internationally, Jamie Oliver will work with Sobeys stores to champion enhanced food knowledge, balanced nutrition, quality ingredients and cooking skills for Canadians. His collaboration with Sobeys will begin this fall.

"It's a real honour to be working with Sobeys, a fantastic organization that has been bringing fresh food to Canadians for 106 years now," commented Mr. Oliver. "I've always received an extremely warm welcome from Canadians, and I'm thrilled to be joining the Sobeys' team."

With a food-focused, fresh-driven offering, Sobeys has a natural appeal for Canada's increasingly health-conscious consumers. Through extensive market research, Sobeys has determined that 73% of Canadians say they would like to eat better than they currently do. The national food retailer will evolve its store experience and product assortment over the next several months to address customers' increasing desire for better food solutions.

"Providing quality food for Canadians has always been our passion and at the core of our business," says Marc Poulin, President & CEO, Sobeys Inc. "We recognize the needs of our customers are changing and so we're embarking on a journey to better meet those needs at Sobeys stores. Partnering with an advocate like Jamie only further enhances our commitment to delivering the best food retail experience."

For 15 years, Jamie Oliver has been inspiring people all over the world to cook and eat better food. His books and TV series are enjoyed by millions across the globe and his charity, the Jamie Oliver Food Foundation, works tirelessly to raise the profile of food education through its work in communities and schools in the UK, US and Australia. Jamie is dedicated to empowering and educating as many people as possible to learn how to cook and enjoy good food, giving them the chance to have a better future.

About Sobeys Inc.

Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 106 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,500 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, and Thrifty Foods, as well as Lawton's Drug Stores. Sobeys and its franchise affiliates employ more than 95,000 people. The company's goal is to be widely recognized as the best food retailer and workplace environment in Canada.  More information on Sobeys Inc. can be found at www.sobeyscorporate.com.

About Jamie Oliver

Jamie Oliver is a phenomenon in the world of food. Most famous for his Emmy-Award winning television series, Jamie Oliver's Food Revolution on CBC, Jamie has become a campaigner for better school food and food education. The Jamie Oliver Food Foundation has created an annual global day of action - Food Revolution Day www.foodrevolutionday.com - inspiring people all over the world to stand up for real food, and Canada has been one of the most active countries for the past two years.

His television programs are broadcast on Food Network Canada and the accompanying bestselling cookbooks are published by HarperCollins Canada. Jamie lives in London and Essex with his wife, Jools, and their children, Poppy, Daisy, Petal and Buddy.

SOURCE SOBEYS INC.

Image with caption: "Sobeys Inc. announced today a partnership with Chef Jamie Oliver who will collaborate with the retailer to educate and inspire Canadians to eat better. (CNW Group/SOBEYS INC.)". Image available at: http://photos.newswire.ca/images/download/20130815_C6152_PHOTO_EN_29876.jpg

For further information:

Lauren Grant
High Road Communications for Sobeys Inc.
Lauren.Grant@highroad.com
416-644-2237 (office) or 416-627-9416 (mobile)