MONTREAL, Nov. 4, 2013 /CNW Telbec/ - A few months after VÔG sweet
peppers became available, it's now time for VÔG organic lettuce to make
its way into Metro food stores. Produced by Les Serres Lefort in
Sainte-Clotilde-de-Châteauguay, VÔG ORGANIC lettuce will be offered all
year long in four varieties: curly- leaf, red baby romaine, Boston and
red oak leaf.
"We are constantly trying to maximize the accessibility and the
promotion of local products. In that context, we are pleased to once
again work with Les Serres Lefort, a great example of an innovative
Quebec supplier. Consumers wishing to buy Quebec products will be able
to quickly locate this lettuce by the VÔG ORGANIC label and the Aliments du Québec organic label", said Bernadette Hamel, Metro's Vice-President, National
Procurement - Produce.
This unique product sets itself apart through its unequalled freshness,
made possible mainly by its original packaging. A cube of earth called
"peat block" enables part of the root system of the lettuce to be
maintained, thus doubling the vegetable's shelf life. VÔG ORGANIC
lettuce can be found in Metro stores, and will benefit from a
promotional offer during the week beginning November 7.
"We are delighted about this new agreement with Metro and we hope that
consumers will once again enjoy our products. Judging by their reaction
to our greenhouse sweet peppers, they see a real advantage to eating
fresh local products all year long", commented Sylvain Lefort,
President of Les Serres Lefort.
This agreement is in line with the spirit of the local purchasing policy
that Metro announced last May, of which one of the three guiding
principles is to make Metro the main ally of innovative suppliers. In
so doing, Metro confirms its interest for Quebec suppliers who want and
who are able to continuously develop their products or their production
and who show growth potential with respect to distribution. Metro's
local purchasing policy can be consulted on the corporate website. The 2013 update on the progress of Metro's corporate responsibility
initiatives is also available. Click here to see it.
With annual sales of over $11 billion, METRO INC. (TSX: MRU), founded in
1947, is the only major Canadian food distribution company to have its
head office in Quebec. Along with its affiliates and franchisees, METRO
INC. employs in Quebec and Ontario over 65,000 people, whose mission is
to satisfy their customers every day and earn their-long term loyalty.
METRO INC. operates a network of almost 600 food stores under several
banners including Metro, Metro Plus, Super C and Food Basics, as well
as over 250 drugstores under the Brunet, The Pharmacy and Drug Basics
Become one of our Facebook fans www.facebook.com/metromonepicier Visit metro.ca
About Les Serres Lefort
Founded in 1984, Les Serres Lefort produces 65 % of plant grafts in
Quebec for producers of field crops. The company has also been
contracted to grow a large share of greenhouse lettuce sold under the
Mirabel label. Since March 15, 2013, it has also been marketing sweet
peppers under the VÔG brand, as well as a line of organic products
branded VÔG BIO and VÔG ORGANIC. Over the last two years, the company
invested more than $15M in its development, primarily to convert its
energy infrastructure to a biomass-fuelled one. This move was intended
to make the business reflective of the values espoused by its senior
management and the approximately one hundred employees who work for it
full-time. The company also hopes to convert 100% of its crops to
organic production within the next five years. For more information
about VÔG and Les Serres Lefort, go to www.culturevog.com.
SOURCE: METRO INC.
For further information:
Commercialization, Marketing, Public Relations
Les Serres Lefort