The Safeway grocery chain is clearing shelf space for locally grown food at its six stores in northwestern Ontario.
The California-based grocer giant is rolling out new promotions of local products at its Canadian stores with a similar production at its U.S. Outlets.
The campaign with its Western Canadian stores will be split into three separate regions, including “Manitoba Grown,” “B. C. Grown” with a Canadian Grown” label promoting suppliers in Saskatchewan, Alberta and northwestern Ontario.
“Nearly a third of Safeway's produce comes from local sources,” said Geoff White, Safeway's vice-president for produce, in a June 10 release. “This new initiative will direct our customers to our extensive selection of premium-quality, locally-grown produce at competitive prices.”
The company said buying local food ensures quality and cuts greenhouse emissions by “limiting transportation miles.”
Safeway's in-store campaign will include reference maps showing the location of key local farmers and point-of-sale material that tell the story of local farmers.
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