Media Advisory: Loblaw to initiate rare Level 4 Demand Response Today at 1:00 PM

    Use of highest level of unique Demand Response energy conservation system
    put into action due to extreme energy demand corresponding with high heat

    BRAMPTON, ON, Aug. 2 /CNW/ - Loblaw Companies will initiate a rare Level
4 Demand Response (DR) action at stores across Ontario due to expected high
heat and humidity. Level 4 represents the highest level in the DR system,
reducing Loblaw pull on the electricity system by 10+ MW of power. This
represents an approximate 20-per-cent reduction of Loblaw's energy use,
ensuring the provincial electrical grid remains stable during crisis periods.
    In partnership with the Ontario Power Authority, Loblaw's multi-level
automated DR system is unique across Canada, allowing the company to control
lighting and HVAC demand among 110 stores across Ontario from a central
server. This system is automatically put into action at its various levels
based on the level of provincial demand and supply available. Level 4 is only
initiated during crisis periods, when the province's energy supply is not
expected to meet demand.
    On a voluntary basis, Loblaw initiates a Level 3 action throughout July
and August, Monday to Thursday, 9:00 am to 4:00 pm. At Level 3, lighting is
reduced by 30 per cent. At Level 4, lighting is reduced by 60 per cent and air
conditioning by more than half. At both levels, an automated announcement is
heard throughout the store every 15 minutes, informing consumers what is
taking place.

    WHAT:     In response to forecasted weather patterns, including high heat
              and humidity, Loblaw will initiate its highest Demand Response
              level at stores across Ontario. Visuals/opportunities to see DR
              in action include:
                 -  Lighting and air conditioning moving from Level 3 to
                    Level 4
                 -  In-store automated announcements every 15 minutes
                 -  Interviews with store managers/Loblaw
                    spokesperson/consumers on the responsibility of business
                    for future energy stability

    WHERE:    Loblaw employs DR in 110 stores across Ontario within the
              following banners:
              Zehrs, Loblaws and Real Canadian Superstore. Please use contact
              below to confirm regional locations.

    WHO:         -  Elizabeth Margles, Loblaw Spokesperson
                 -  Store Managers

    WHEN:     1:00 pm to 7:00 pm today, Thursday, August 2, 2007

    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 139,000 full-time and part-time employees.

For further information:

For further information: Danielle Rouleau, (905) 459-2500 x3639,

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