Montreal, August 27, 2015 – Sobeys Québec is proud to be offering their Compliments Naturally Simple brand Certified Humane^® meat to customers throughout the province. This makes Sobeys the first distributor to have such a product under their own private label. The initiative is a direct out-growth of the commitments Sobeys Québec made in May 2014 when they created their company movement The Joy of Eating Better.

First and foremost Quebec products

Sobeys Québec banner merchants from IGA, Les Marchés Tradition, Marché Bonichoix, and Rachelle-Béry have always made it a priority to support local products. So the company is thrilled to have developed their first Certified Humane^® product line which includes four cuts of poultry produced exclusively in Quebec:

• Chicken breasts
• Chicken drumsticks
• Chicken thighs
• Flattened chicken 

Each product is vacuum sealed so it will keep for between 28 and 35 days depending on the cut. The products will gradually make their way onto shelves in most banner stores.

• access to wholesome and nutritious feed for their animals
• an environment that allows them to perform their natural behaviour with access to shelter, rest areas, and open spaces
• skilled, knowledgeable, and conscientious care that respects the animals
• considerate handling, transport, and slaughter

A long-term company movement

This project is a clear reflection of The Joy of Eating Better, a major directional shift that the company took in May 2014 after asking themselves how they could build on their role as food experts in order to have a concrete, long-term impact on consumers' lives. Sobeys Québec thus created this new movement which from that point on would guide everything they did, and would be expressed to consumers in the form of four pillars: making responsible choices (which clearly includes promoting local Quebec products), eating healthier, discovering local and international flavours, and cooking differently and more often, while never compromising on enjoyment.

The arrival of this new line of private label, Certified Humane^® meat reflects a long-term commitment to improving the quality of Quebecers' lives through food.

About Sobeys Québec
Sobeys Québec is a subsidiary of Sobeys Inc., wholly owned by Empire Company Limited. Headquartered in Montréal-Nord, Sobeys Québec operates several banners, including IGA, Les Marchés Tradition, Marché Bonichoix, Rachelle-Béry health food stores, and various convenience stores. The goal of Sobeys Québec is to be an unparalleled creator of experiences that inspire Quebecers to eat better. It therefore chooses top-tier partners and constantly innovates to offer consumers better choices.

For further information:
Laurie Fossat
514-324-1010, ext. 2158
Laurie.Fossat@sobeys.com