Lethbridge Heritage Pork and Verified Canadian Pork™ co-brand launched at Real Canadian Superstore
Lethbridge Heritage Pork premium quality brand was launched this year in stores across Western Canada. The label for this product features the Verified Canadian Pork™ (VCP) logo. This co-branded product will be supported with point-of-sale materials currently in development. When completed, these materials will be installed at over 100 Real Canadian Superstores (RCSS) in Canada.
“Canada Pork’s help and expertise in developing POS will support on-going consumer awareness as we move from the launch of this product to consumers regularly purchasing this high quality meat at RCSS” says David Typer, Director Product Management, Maple Leaf Foods.
Lethbridge Heritage Pork features pork that is “abundantly marbled, grain fed and hand-selected for amazing flavour.” Real Canadian Superstore is part of the Loblaw’s group which represents Canada’s largest grocery retailer; this program is currently offered in the self-serve sections of RCSS stores in Western Canada and will be expanding to the full-service and self-service areas of Ontario RCSS stores by the end of July.
“Canada Pork is pleased to support this kind of a program in the marketplace; this is an excellent example of how the VCP brand can support premium branded programs with national pork marketing partners”, says Derrick Ash, Director National Marketing for Canada Pork.
Distributor Education Program for Foodservice: GFS Edmonton
Derrick Ash, Director National Marketing for Canada Pork was in Edmonton to give a presentation to 68 members of the GFS Foodservice team.
Gordon Food Service (GFS) is North America’s largest family-operated distributor, serving the food service industry for over one hundred years.
The presentation included an overview of the Canadian pork industry, description of Canadian Quality Assurance (CQA) attributes and a discussion of where Canadian pork fits into Canada’s foodservice segment. Ash also presented details of how Canada Pork can work with the industry.
Ralph Eichstadter category manager for protein GFS Edmonton noted that the information delivered at the DEP session in Edmonton was timely considering the rising costs of beef. “Staff turnover in the foodservice industry means there is always an opportunity for training and education—sessions like the Canada Pork presentation are key to ensuring staff have the information they need.”
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