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
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.
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
SOURCE: SOBEYS INC.
For further information:
High Road Communications for Sobeys Inc.
416-644-2237 (office) or 416-627-9416 (mobile)