Sobeys launches New Ontario Poultry Product Line



    
    Sobeys Ontario supports provincial producers with the introduction of
    Sensations by Compliments Air Chilled Chicken
    

    MISSISSAUGA, ON, Aug. 11 /CNW/ - Sobeys Ontario today launched a new line
of products to meet the increasing demand for provincially grown, under its
premium quality private label brand, Sensations by Compliments. Supporting a
"buy Ontario first" strategy, Sensations by Compliments Air Chilled Chicken
features only grain-fed, Ontario grown product.
    "Supporting Ontario producers is equally important to our customers,
store operators and employees," said Bryon Feener, Vice President, Fresh
Merchandising, Services, Sobeys Ontario. "That's why we have introduced
Ontario only product lines to complement our long-standing strategy of buying
Ontario first."
    To best meet customers' needs, Sensations by Compliments Air Chilled
Fresh Chicken features a wide selection of products including:

    
    - Sensations boneless and skinless chicken breasts (also available in
      Value Pack sizes)
    - Sensations skinless chicken breasts
    - Sensations chicken thighs (also available in Value Pack sizes)
    - Sensations boneless chicken thighs (also available in Value Pack sizes)
    - Sensations chicken fillets
    - Sensations chicken drumsticks (also available in Value Pack sizes)
    - Sensations chicken fryers
    - Sensations chicken wings (Value Pack)
    

    Sensations by Compliments Air Chilled Fresh Chicken is the second product
line by Sobeys which is procured exclusively from Ontario producers and
carries the Foodland Ontario symbol. Compliments Raised Without Antibiotics
chicken, pork and beef, introduced two years ago, also contains only Ontario
products. Currently, over 90 per cent of all poultry and pork sold in Ontario
Sobeys, Foodland, IGA and Price Chopper stores is procured from Ontario
producers and packers.
    "Foodland Ontario has a long standing relationship with Sobeys to support
the development and promotion of locally grown meats, produce and dairy," said
George Borovilos, Director of the Ontario Ministry of Agriculture's Business
Development Branch and the Foodland Ontario program. "Sobeys' buy local
strategy is essential in helping to maintain a robust economy for agriculture
in Ontario."
    In addition to supporting local producers, Sensations by Compliments Air
Chilled Fresh Chicken features exceptional grain-fed quality product. It also
has a shelf-life of up to 10 to 15 days depending on the product under
appropriate storage conditions.
    Sensations by Compliments Air Chilled Fresh Chicken is now available at
Sobeys, Foodland and IGA stores across Ontario and will be available in
Ontario Price Chopper stores in September.

    About Sobeys Inc.

    Sobeys Inc. is a leading national grocery retailer and food distributor
headquartered in Stellarton, Nova Scotia. A wholly-owned subsidiary of Empire
Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,300 stores
in all 10 provinces under retail banners that include Sobeys, IGA, Foodland,
Price Chopper and Thrifty Foods, as well as Lawtons Drug Stores. Sobeys Inc.
is committed to providing the most worthwhile experience for its customers,
employees, franchisees, suppliers and shareholders. More information on Sobeys
Inc. can be found at www.sobeys.com.




For further information:

For further information: For media inquiries, please contact: Tracy
Chisholm, Director, Communications and Corporate Affairs, Sobeys Ontario,
(905) 671-5308, Tracy.chisholm@sobeys.com

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