Whether in the backyard or the park Sobeys wants you to savour the summer

MISSISSAUGA, ON, June 26, 2012 /CNW/ - The days are longer, the temperatures are rising and kids are anticipating a summer break.  This can only mean one thing - the summer season has arrived!  Sobeys knows that the season always seems too short and wants to inspire you to savour the summer with fresh fare, refreshing drinks, juicy steaks and cool deserts to enjoy with friends and family.

"When summer hits, the last thing anyone wants is to be stuck in the kitchen for hours," says Paul Flinton, Vice President of Brand and Product Marketing, Sobeys Inc. "Sobeys offers a delicious variety of summer products and easy recipe ideas to ensure Canadians are able to make the most of the season."

Guide to Grilling

While Canadians are known for firing up the backyard grill year round, there's nothing quite like taking to the backyard on a warm summer evening with good company, a cold drink and a juicy steak.

Hand-selected from the very top 12 per cent of all grain-fed cattle, Sobeys' exclusive Sterling Silver Premium AAA fresh beef  is richly marbled and aged a minimum of 14 days to provide exceptional taste and tenderness. "To ensure customers have only the best cuts to choose from, Sobeys offers a broad selection of the very best AAA choices, with all cuts carefully hand trimmed in store by our in-store butchers.  We are so confident that Sterling Silver Premium AAA fresh beef will grill up perfectly tender and juicy", says Flinton, "that if you're not satisfied, we'll will give you your money back*."

"The secret to successful grilling always starts with the perfect cut of meat," says Derrick Ash, Sobeys' Meat Specialist. "Not everyone may be aware of this, but, whether it's a strip, skirt, chuck, bottom round or ribeye, there are big differences between each beef cut.  Every piece of meat has its own attributes, including grain, marbling, and aging and each of these contributes to the overall flavour, texture and tenderness of the beef." Sterling Silver Premium AAA fresh beef sirloin flap is flatter than other multi-serve cuts, absorbs flavour well, cooks quickly and is the perfect cut for grilling.  However there are some cuts, such as chuck, flank, top round, round tip, eye or round, bottom round, round tip and skirt, which Sobeys recommends marinating before grilling.  Marinades are a blend of oil acidity and herbs that tenderize the beef and infuse flavour.  For big, bold tastes, it's best to let meat sit in marinades to allow the flavours to infuse into the meat.

You can also try using a paste, which is a combination of marinates and dry rubs, which adds flavour and gives your beef a crispy coating.  To intensify the flavour, let pastes sit on the meat, or time-strapped grillers can massage it into the meat just before cooking.  Before putting your beef on the grill, be sure to let it sit out for 30 minutes to help the meat cook evenly.

After the meat is prepped, remember that not all foods are made to face the flames head-on.  Thin cuts of beef as well as seafood, vegetables and hamburgers are meant to be cooked directly on the heat source.  Larger cuts and whole poultry should be cooked via radiant heat by building up the temperature on one side, cooking on the other and keeping the barbecue lid closed.

If Canadians are still intimidated by the thought of cooking up the perfect steak, Sobeys' has all the information to help you effortlessly grill up a masterpiece for your friends and family.  Recipes, selection guidelines and grilling tips can be found online at www.sobeys.com.

Simple Solutions

Sobeys' exclusive Compliments and Sensations by Compliments products and extensive selection of fresh produce will have you spending less time in the kitchen and more time enjoying the outdoors.

Always a summer classic, Sobeys' has an assortment of Sensations by Compliments juicy, butcher-style classic and flavour-infused beef burgers as well as Compliments Balance chicken and salmon burgers to lightens things up.  Sliders are a great choice for those looking for a portion control alternative and great for sharing and trying out different flavours. Alongside the essential condiments, be sure to encourage your guests to customize their burgers and tantalize their tastebuds with an assortment of toppings:

  • Fresh: baby spinach, cucumber slices and zucchini strips
  • Sweet: pineapple chunks, caramelized onions and apple slices
  • Spicy: jalapeno peppers, horseradish and hot sauce
  • Savoury: sundried tomatoes, olives and anchovies

Stay hydrated with a taste of Italy with new Sensations by Compliments Italian Blood Orange, Pink Grapefruit, Sicilian Lemon and Pomegranate sodas. Using hand-harvested fruit and cold-pressing techniques, each bottle is filled with the full flavour and fragrance of the fruit.

Sobeys will keep you chilling out all summer long with delicious desserts. Sensations by Compliments Chunky Chocolate Chip Cookie Vanilla Ice Cream Sandwiches or Four Chocolate Chunk Brownie Cookie with Dulche de Leche Ice Cream Sandwiches are sure to delight the taste buds of children and adults alike.  If you're entertaining a variety of guests in your backyard, try creating a ready-to-eat dessert buffet to satisfy everyone.  Just make sure you keep frozen treats in the shade and have plenty of ice on hand to keep them cool!

To keep the heat out of the kitchen, Sobeys' Inspired magazine features some delicious easy-prep recipes that are ready in under 30 minutes, and cost less than $4 per serving*.  Try Creamy Zucchini "Pasta" with Tomatoes, Zesty Shrimp Flatbreads, Rice Noodles with Spicy Peanut Sauce or Italian Bean Salad with Tuna & Artichoke and you'll have an assortment of meals to satisfy everyone.

In an 'App'etizing Mood?

Having a hard time deciding what you feel like for dinner tonight? Let Sobeys help with the new MoodieFoodie app. The first of its kind in North America, this recipe inspiration app allows customers to choose, prepare and share delicious recipes based upon their individual mood.  The MoodieFoodie app is free to download from the App Store and is compatible for use on iPhone, iPad and iPod touch.

For more information about Sobeys, please visit www.sobeys.com.  To find a wide variety of summer products and recipes, visit www.compliments.ca or www.inspired.ca.  You can also download the MoodieFoodie application from the iTunes App Store now.

About Sobeys Inc.

Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 104 years. 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, 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.

*Qualifying product must be Sterling Silver beef, aged a minimum of 14 days and not cooked well done.

**Recipe costs are calculated by portion of the ingredient used for a full serving and include the cost of staple ingredients. Ingredient costs are based on the average national retail cost per product, excluding taxes, for a 52-week period, ending January 26, 2012.


For further information:

Media contacts:

Ray McIlroy
Fleishman-Hillard Canada
Tel: 416-645-8172
Cell: 416-262-8303

Sara Beckford
Fleishman-Hillard Canada
Tel: 416-645-8184
Cell: 416-357-8540

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