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Loblaw Cos., Ltd. rolled out a major marketing initiative Friday to publicize the locally grown fruits and vegetables it carries, as the grocer works to raise produce sales by a minimum of 10 percent.
Using the slogan “Grown close to home,” Loblaw is pushing the message that it buys more Canadian produce than the competition does.
The campaign features Loblaw executive chairman Galen G. Weston appearing in commercials and speaking with farmers who supply the food retailer’s stores, s.v.p. of produce Mike Venton told the Toronto Globe and Mail.
Venton told the newspaper that although the company has always carried local produce, it now wanted to make a “make a bigger statement” about the practice as the “locatarian” movement gains force.
About 25 percent of the produce currently carried at Loblaw comes from local sources, Venton said.
Additionally, in-store posters and signage stores will inform customers of where their produce comes from.
Toronto-based Loblaw is struggling to boost business in the face of stiff competition from the likes of Wal-Mart Canada Corp.