Major grocer signs on to 'Ontario pork' labelling scheme

Sunday, August 9, 2015

by SUSAN MANN

Consumers will now see the label identifying provincially produced pork products in almost 200 additional stores across Ontario as retailer Loblaw Companies Limited recently signed on to the industry’s labelling program.

Starting this month, products featuring the  ‘Ontario pork’ label are available in Loblaws, Zehrs, Valu-mart and Your Independent Grocer stores across Ontario.

Developed by the provincial pork industry, the label has a grey checkmark and the words Ontario pork underneath in black letters surrounded by a green circle. The marketing board began testing the Ontario branded products last year. The program is designed to increase sales volumes and market share of Ontario pork in the meat case.

Ontario Pork communications and consumer marketing manager Mary Jane Quinn says there are 57 participants in the program, including retailers, food service providers and restaurants, farmers and processors. The Ontario pork-labelled meat is available in 324 locations across Ontario, including the 200 Loblaw locations. Loblaws is the biggest retailer that has signed on to the program to date.

Quinn says one retailer saw sales of fresh Ontario pork go up 24 per cent from the January to April 2014 time period compared to the same months in 2013. For another retailer, sales were up 22 per cent.  Quinn declined to name the retailers.

Cronin says the labelling program was developed by Ontario Pork along with processors Sofina Foods Inc. and Conestoga Meat Packers Ltd. The provincial government provided $2 million in funding.

Retailers and food service providers can use the label voluntarily on product packaging and in flyer advertising. It’s free for them to use it. They are required to sign an agreement with Ontario Pork specifying they’ll only use the label for Ontario born, raised and slaughtered pork products.

Ontario Pork chair Amy Cronin says “we’re really pleased Loblaws has decided to use the Ontario pork label to showcase locally born and raised Ontario pork. We believe that in Ontario we produce a very safe, high quality, nutritious protein. It’s available year-round.”

She says the label makes it very easy for consumers to “identify Ontario pork in grocery stores and take it home.”

Brad Porter, Loblaw vice president meat/seafood, produce and floral, says in Ontario Pork’s Aug. 10 press release the company has a commitment to a Canadian-first buying strategy that gives priority to local and regional products “when the safety, quality, availability and value are right for our customers.” BF