President's Choice(R) fresh meat: A restaurant experience right at home

    Loblaw Companies Limited celebrates a newly expanded in-store fresh meat
    program with a meaty makeover - "Naturally, It's PC'"

    BRAMPTON, ON, April 28 /CNW/ - President's Choice(R) - the brand
Canadians rely on for quality and unique flavours - is expanding its fresh
meat lines with an increased focus on innovation, quality and value, in
celebration of '25 Delicious Years'. From outstanding new fresh meat products,
like the PC(R) Tender and Tasty(TM) line and PC Free From(TM) products raised
without the use of antibiotics - to more Canadian-sourced meat overall, this
revitalized in-store experience features product lines sourced with integrity;
improved signage with more information on cuts of meat and how to prepare
them; and more knowledgeable service available - truly transforming Loblaw
stores into Canada's one-stop meat destination from coast-to-coast.
    "We're passionate about food and we want to celebrate our newly expanded
meat program with our loyal customers," says Paul Uys, Vice President, Fresh
and Loblaw Brands, Loblaw Companies Limited. "With the President's Choice
brand commitment to excellence, we've taken the meat shopping experience to
the next level. As always, we stand behind our products and will continue to
provide Canadians with the value and quality they deserve."
    Whether grilling, sautéing or roasting, the President's Choice brand
includes fresh, frozen and prepared meat products for every occasion.

    Enjoy meat sourced with integrity - PC Free From
    Loblaw is committed to sourcing with integrity. With PC Free From beef,
chicken and pork products, the company is proud to recognize and showcase its
dedicated producers on product packaging. PC Free From products are specially
selected, trimmed to perfection and raised without the use of antibiotics. PC
Free From beef is also raised without the use of hormones.
    Loblaw has also increased the amount of meat it is sourcing from Canadian
producers and always aims to source as much product as possible domestically.
All PC Free From chicken is grown in Canada, while a significant portion of PC
Certified Angus Beef(TM) - which is cut from Canada AAA - beef is also sourced
in Canada. In addition, almost all PC veal offerings and select PC Free From
pork is sourced domestically as well.

    Tempting tastebuds with PC Tender and Tasty
    The mission: find a way to provide great value beef with the taste,
tenderness and quality Canadians expect. The solution: President's Choice
Tender and Tasty beef. New to the line-up, Tender and Tasty beef is cut from
Canada AAA or USDA Choice grade beef, a more superior cut than the previously
offered Canada AA and answers the needs of Canadians who now, more than ever,
look for value and quality to help get the restaurant experience at home.
President's Choice new "beefed up" Tender and Tasty line includes Grilling,
Marinating, Pan-Fry, Pot Roast, Oven Roast and Stewing cuts offering a premium
at-home dining experience that's easy on the wallet this summer -- and all
year 'round.

    Choose PC Air Chilled Chicken for grilled, fried or roasted
    The best-selling chicken in Loblaw stores - President's Choice Air Chilled
Chicken -- is firm and succulent and flavourful. Not only can it be prepared a
variety of ways, it is one of the leanest, most protein-packed cuts of meat.
The air chilling process is used to retain fresh, natural flavours of meat.
Try it with a favourite President's Choice marinade for a deliciously
satisfying dinner.

    Take a steak-ation with PC Certified Angus Beef
    It isn't necessary to head to an expensive steak-house for restaurant
quality beef. Enjoy a true 'steakhouse experience' at home with PC Certified
Angus Beef. Cut from Canada AAA or USDA Choice Grade beef or higher, this beef
is renowned for its exceptional marbling, tenderness and taste.

    The Loblaw commitment to safe food handling
    Consumers can feel confident in the Loblaw commitment to food safety. The
company works exclusively with federally approved suppliers and vendors who
work diligently to maintain the highest standards of food safety and hygiene
to ensure they are providing Canadians with quality products. In-store, staff
must adhere to strict policies on food handling and take part in mandatory
on-going education. Loblaw understands that safe food handling doesn't end
in-store, and with this in mind, support public education through handling and
preparation tips on packaging, information online and in editions of the
popular President's Choice Insider's Report(R).
    Loblaw Companies Limited guarantees that President's Choice products will
live up to the high standards Canadians come to expect from the President's
Choice brand. If not, products can be returned, with proof of purchase, for a
full refund. For more information on President's Choice products, as well as
grilling tips, recipes and food ideas, visit
    President's Choice products are available at Loblaws, Loblaw Great Food,
Zehrs, Zehrs Great Food, Fortinos, Real Canadian Superstore, Loblaw
Superstore, Valumart, Your Independent Grocer, Atlantic Superstore, Maxi, Maxi
& Cie, No Frills, Provigo, Extra Foods and more. Product availability and
pricing may vary by banner and region. For more information, visit

    About Loblaw Companies Limited

    Loblaw Companies Limited, a subsidiary of George Weston Limited, is
Canada's largest food distributor and a leading provider of drugstore, general
merchandise and financial products and services. Loblaw is one of the largest
private sector employers in Canada. With more than 1,000 corporate and
franchised stores from coast to coast, Loblaw and its franchisees employ over
139,000 full-time and part-time employees. Through its portfolio of store
formats, Loblaw is committed to providing Canadians with a wide, growing and
successful range of products and services to meet the everyday household
demands of Canadian consumers. Loblaw is known for the quality, innovation and
value of its food offering. It offers Canada's strongest control (private)
label program, including the unique President's Choice(R), no name(R) and Joe
Fresh Style(R) brands. In addition, the Company makes available to consumers
President's Choice Financial(R) services and offers the PC Points loyalty

    /NOTE TO PHOTO EDITORS: Three photos accompanying this release are
    available on the CNW Photo Network and archived at Additional archived images are also available
    on the CNW Photo Archive website at Images are
    free to accredited members of the media/

For further information:

For further information: or to arrange an interview with a spokesperson,
please contact: MS&L, Diane Sidik: (416) 847-1316,; Natalie Little: (416) 847-1318,

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