Loblaw and OCFA officially announced a new partnership at Tremblett's valu-mart in Toronto
As long-time advocates of Ontario beef, Zehrs Markets®, valu-mart®, Your Independent Grocer® and BloorStreet Market™ grocery stores in Ontario – corporate and franchised retail stores of Loblaw Companies Limited – have taken their current partnership with Ontario Cattle Feeders Association (OCFA) to a new level by featuring a significantly increased Ontario beef offering.
This evolving relationship between Loblaw and OCFA means that an increase from 240 Ontario beef farmers to approximately 500 farmers will be supplying Ontario Corn Fed Beef, the OCFA’s signature beef brand, to more than 150 stores.
The beef is marked with a special logo making it easy for customers to find product grown in Ontario.
“We know our customers want to buy products that are sourced locally from Ontario, so we are thrilled to be able to advance our partnership with Ontario farmers to deliver products that can meet demand and our high standards,” said Rodney Koning, vice-president of Meat and Seafood, Loblaw Companies Limited.
“By featuring Ontario Corn Fed Beef in more than 150 corporate and franchised stores in Ontario, we’ve raised the bar on our commitment to Ontario cattle farmers and our customers – it’s a win for everyone.”
According to the Government of Ontario, 63 per cent of consumers said support for Ontario farmers was a reason for buying Ontario produced or processed foods.
“Having Ontario Corn Fed Beef featured in Zehrs Markets®, valu-mart®, BloorStreet Market™ and Your Independent Grocer® is a tremendous show of support for Ontario farmers and we are going to make sure we deliver on the commitment,” said Dale Pallister, president, Ontario Cattle Feeders’ Association and fifth generation beef farmer.
“Nothing brings me more pride than knowing I’m feeding my neighbours across the province and that my grandson is the seventh generation of my family, since 1873, to enjoy life on the farm.”
As Canada’s second largest beef producing province, Ontario’s cattle and beef sector supports more than 13,000 jobs and contributes approximately $4 billion dollars to the provincial economy.
“It is wonderful news that the Loblaws group will be carrying Ontario Corn Fed Beef in their stores. Not only does it support our cattle producers and our beef industry, but now families will be able to enjoy more of our province’s delicious, nutritious, locally Ontario produced beef,” said the Honourable Carol Mitchell, Minister of Agriculture, Food and Rural Affairs.
(Pictured above are Derrick Pittman, regional vice-president, Zehrs, Todd Gault, district manager Your Independent Grocer, valu-mart and Bloor Street Market, Rob Tremblett, owner of Tremblett’s valu-mart, Rodney Koning, vice-president of Meat and Seafood, Loblaw Companies Ltd., Ontario Agriculture Minister Carol Mitchell, OCFA president Dale Pallister and Greg Richardson, district manager, Your Independent Grocer and valu-mart.)