Coast-to-coast from Field to Fork Loblaw Serves up Canadian Home-Grown Produce



    TORONTO, Aug. 25 /CNW/ - Peaches from Ontario, cantaloupes from Quebec,
cherries from British Columbia, and radishes from Manitoba, the Canadian
harvest season has arrived! Now is the time when the aisles are stocked with
Canadian-grown produce, which is mouth watering news for the 72 per cent of
surveyed Canadians who indicated they prefer the taste of Canadian grown fruit
and vegetables. Now until September 12th, Loblaw, a partner of Canadian
farmers and their families for years, offers 150 to 180 Canadian produce items
during the peak of harvest season.
    "This is a great time of year for Canadians to get to know their
produce," said Mike Venton, Senior Vice President of Produce, Loblaw Companies
Limited. "Buying Canadian produce is good for the economy and good for our
farmers."
    As Canadians enter their local Loblaw store, rows upon rows of fresh,
seasonal produce will greet them. Now is the peak of the harvest season when
cucumbers and carrots are grown in most provinces, while cauliflower and
cantaloupes flourish in Quebec and Atlantic provinces. Peaches and nectarines
are plentiful in Ontario and British Columbia, as romaine lettuce and corn are
harvested in Saskatchewan and Manitoba.
    "Canadian grown is really important. From ground to grocer, Loblaw is
showing their commitment to the Canadian produce industry," says 
Harvey Demelo, grower and supplier to Loblaw from the Okanagan Valley, British
Columbia. "Be Canadian, eat Canadian, support your Canadian grower."
    Canadians are very proud to purchase and eat the fruit and vegetables of
their land. A recent survey commissioned by Loblaw in July 2008, of
approximately 1000 Canadian respondents, found that 86 per cent agree that
given the option, they would prefer to buy Canadian produce.

    
    Other survey findings on Canadians' impressions about Canadian produce:

    -   92 per cent agree that buying Canadian produce is good for the
        economy; and
    -   72 per cent agree that Canadian grown produce tastes better.

    Only 28 per cent of respondents believe that major grocery stores carry a
wide selection of Canadian grown produce. To debunk the myth, Loblaw planted
the seeds for a national program highlighting their commitment to Canadian
farming. In fact, Loblaw purchased $750-million of Canadian produce in 2007 -
approximately 25 per cent of their total produce selection.
    Inspired by their stories and dedication, Loblaw partnered with farmers,
including Harvey Demelo, and filmed a series of advertisements on-location
across Canada now airing. Featured from the Atlantic to the Pacific are

    -   Earl Kidston from Nova Scotia's Annapolis Valley;
    -   Jocelyn Gibouleau from Laval, Quebec;
    -   Phil Tregunno from Niagara-on-the-Lake, Ontario; and
    -   Dave Jeffries from Portage La Prairie, Manitoba.
    

    To learn more about Canadian produce and where it is grown, including
information on some of the many growers supported by Loblaw, visit
www.loblaws.ca/en/field_fresh.aspx.

    About Loblaw Companies Limited

    Loblaw Companies Limited is Canada's largest food distributor and a
leading provider of general merchandise, drugstore and financial products and
services. Through its various operating banners, Loblaw is committed to
providing Canadians with a one-stop destination in meeting their food and
everyday household needs. This goal is pursued through a portfolio of store
formats across the country. It also offers one of Canada's strongest control
label programs, including the unique President's Choice(R) and no name(R)
brands. Loblaw is one of the largest private-sector employers in Canada,
employing over 140,000 full-time and part-time employees.





For further information:

For further information: or to arrange an interview with a spokesperson,
please contact: Diane Sidik: (416) 847-1316, diane.sidik@mslpr.ca; Natalie
Little: (416) 847-1318, natalie.little@mslpr.ca; Kathleen Rogers: (416)
847-1315, kathleen.rogers@mslpr.ca, Manning Selvage & Lee (MS&L)


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