- 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:
514-324-1010, ext. 2158