Manitobans looking to serve up and enjoy more locally produced, processed and fresh foods will have an easier time finding them on store shelves at Canada Safeway stores as the retail food chain implements new signs and shelf markers. Premier Greg Selinger announced this at the unveiling of the new Buy Manitoba campaign, administered by the Manitoba Food Processors Association (MFPA).
“When we purchase locally produced food we are providing more support to farm families, food processors, rural communities and Manitoba’s economic future, plus we get to understand exactly where our food is coming from,” said Selinger. “We are pleased to work with our partners to make it easier for families to add more Manitoba products to their dinner tables.”
“With this program, Manitobans will find highly visible signage throughout our stores that specifically celebrates the incredible local selection available at Safeway. Manitoba companies, both smaller vendors and nationally known, should benefit in greater sales and production needs as a result of this initiative,” said Scott Chollak, vice-president of retail operations, Canada Safeway. “Safeway’s locally produced Lucerne branded ice cream, milk and bread products will also be showcased through the Buy Manitoba program.”
The program is designed to promote the purchase and consumption of food products grown or processed in Manitoba. Safeway stores will feature new Buy Manitoba shelf markers and signs in each store provincewide. It is anticipated this program will expand to other grocery stores in the future, the premier said.
He noted the province continues to support greater access to local food initiatives such as farmer’s markets, and applauds the work of community-based organizations in raising public awareness of local food issues and engaging Manitobans.
“We are grateful to the province for their ongoing support and investment in the Manitoba food industry. This new program will allow consumers to discover food products that are processed and produced in their community, and in turn will help many of the small food processors grow and become more competitive in the market place,” said Dave Shambrock, executive director, MFPA. “We are also very happy to be working closely with Canada Safeway. Their support of the program will help consumers easily identify and choose local products at the retail level.”
A Manitoba food is defined as any food made entirely from ingredients sourced from Manitoba or composed of more than 85 per cent of main ingredients from Manitoba. All the processing and packaging activities must be done in the province. A Manitoba processed product is any food product processed and packaged entirely in Manitoba. When the main ingredients are available in Manitoba in sufficient quantities, they must be used to be considered a Manitoba food product.
