Lethbridge Heritage Pork and Verified Canadian Pork™ co-brand continues to drive consumer awareness
Maple Leaf Foods’ Lethbridge Heritage Pork premium quality branded program was launched earlier this year in stores across Western Canada. The program has recently expanded to include stores throughout Ontario. The on-pack label for this product as well as the supporting point-of-sale material features the Verified Canadian Pork™ (VCP) logo and will be installed at over 100 Real Canadian Superstores (RCSS) in Canada.
“Canada Pork’s help and expertise in developing POS will further support on-going consumer awareness as we continue to look for opportunities to showcase this high quality meat product at RCSS.” says David Typer, Director Product Management Maple Leaf Foods.
Lethbridge Heritage Pork premium quality brand 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 full-service and self-service areas of Ontario RCSS stores.
“Canada Pork is pleased to support these co-branded programs in the marketplace. This is an excellent example of how the VCP brand can support member-owned branded programs and promote our national Canadian pork brand strategy,” says Derrick Ash, Director National Marketing for Canada Pork.
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