Sobeys launches local beef campaign in P.E.I.

Shoppers in Prince Edward Island can expect to see a lot more local beef on the shelves of Sobeys stores.

Yesterday morning, Sobeys announced a new commitment to local beef in partnership with Atlantic Beef Products.

Sobeys has said 80% of beef on its store shelves in P.E.I. will be supplied by the ABP plant, and 90% of the beef supplied from ABP will be from P.E.I.

The beef from the plant will be sold under the new Island View Farms brand at 13 Sobeys, Foodland and Co-op stores across the Island.

“Our commitment to local beef has never been stronger,” said Peter Doucette, general manager of Sobeys Atlantic. “This partnership means P.E.I. customers can choose local first, it means larger herd sizes for P.E.I. and Maritime beef cattle producers, and it means ABP has a committed local partner as it increases plant capacity and grows its business.”

Discussion began 18 months ago between Sobeys, ABP and the P.E.I. and Maritime Cattle Producers to ensure ABP’s plant capacity could be increased and the producers could grow their herds to meet demand.

The CBC reported that under the deal, the beef plant would go from processing about 450 cattle per week to as many as 700. The size of the Maritime beef herd would grow by 20,000 animals over the next five years.

“This partnership with Sobeys means additional volume through our plant in a business where volume is a key ingredient to operate efficiently and cost effectively,” said Russ Mallard, president of Atlantic Beef Products.

To market the program, Sobeys is holding a contest giving customers the opportunity to win free beef for a year. It also built the “Island’s biggest burger”, coming in at 155 lbs. A video of the burger will be posted on Sobeys’ social media channels later this week.

Sobeys is also making an effort to showcase local beef producers and their stories on in-store, so customers are able to see who they’re buying their meat from.