Based on the positive reception from customers and a commitment from Ontario farmers to beef up supply, Loblaw Companies Limited announced Friday (May 4) that Ontario Corn Fed Beef (OCFB) will be available at 46 more Ontario Loblaw grocery stores, bringing the total to 200 of its stores.
This program involves 500 Ontario beef farmers, with more producers expected to join the program to meet growing market demand.
In 2011, Loblaw introduced the Ontario Corn Fed Beef Program in 158 Your Independent Grocer, Zehrs Markets, Zehrs great food, and Valu-mart locations.
This year the program includes Ontario grocery stores Loblaws, Loblaw great food, Loblaws store at Maple Leaf Gardens and Bloor Street Market.
The announcement reinforces Loblaw’s “Canadian First” commitment. This is a pledge to buy Canadian first, placing a priority on local and regional fresh products when the safety, quality, availability and value are right for customers.
In store, customers can look on pack and signage to identify Ontario Corn Fed Beef. Customers will be able to sample and learn all about this top quality product straight from the farmer’s mouth when they participate in the Ontario Corn Fed Beef Association’s barbecue tour travelling across Ontario with stops at participating Loblaw banner stores along the way. The tour kicks off May 11. Local stores will promote each stop in advance. This year the expanded distribution also includes the introduction of AAA Beef exclusively available in 46 Loblaws stores.
“The beef products from the Ontario Corn Fed Beef Program are well-suited to meet the growing demand for local food,” says Ron Bennett, Bennett Farms, Gorrie Ontario. “The protocols are in place for this branded product to keep its consistency and high quality. To me this is a natural fit for the consumer. And since the product is Ontario grown, we know that good Ontario farmers are producing a good Ontario product.”
Cattle raised through the Ontario Corn Fed Beef program results in beautifully marbled, rich, full-flavoured and tender top quality beef and contains 14 essential nutrients. All of the cattle in the Ontario Corn Fed Beef program have been fed a balanced diet with oversight for the development of the rations being handled by an animal feed nutritionist who ensures a balanced diet of nutrient-rich grains such as corn, wheat, barley and soybeans and seasonal forages such as hay and grass. Farmers participating in the Ontario Corn Fed Beef program must adhere to the strictest of Quality Assurance standards.
“It’s great that even more Ontario families will have a chance to enjoy Ontario Corn Fed Beef,” says the Honourable Ted McMeekin, Minister of Agriculture, Food and Rural Affairs.
“This is exactly the kind of collaboration we like to see among farmers, food processors and retailers to build the value chain.”
As Canada’s second largest beef producing province, Ontario’s cattle and beef sector supports more than 11,000 jobs and contributes approximately $4 billion dollars to the provincial economy.
“We know our customers want to buy locally sourced products, so continuing to strengthen our ties to Ontario farmers is a natural step for us,” says Rodney Koning, vice-president of Meat and Seafood, Loblaw Companies Limited. “Working with local farmers through the Ontario Corn Fed Beef program delivers a taste and quality that meets our high standards at great prices for our customers, and by expanding our distribution to include more than 200 corporate and franchised stores this year in Ontario, we are meeting the demand for the product too.”
“Canada Beef Inc. was excited to partner in bringing this project to life,” says Peter Vasil, Market Development Manager, Canada Beef Inc. “We applaud Loblaw’s commitment to Ontario’s beef farmers and are glad to see Ontario families will be able to serve the high quality, nutritious, local Canadian beef they have been asking for.”