February 21, 2012

Tru Value Foods is working with Agriculture and Agri-Food Canada (AAFC) to make it easier for shoppers to identify and buy top-quality Canadian food products.

As part of a national initiative that currently includes 65 independent retailers across Canada, Tru Value Foods has partnered with AAFC to promote Canadian food products to its customers at its five (5) locations on Mayne Island, Pender Island, Quadra Island, and Cordova Bay on Vancouver Island.

Beginning Wednesday February 27th, 2013, Tru Value Foods stores will be using signs, shelf displays, stickers, brochures and other printed material to help customers learn more about Canadian food products and help them find these products on the store shelves. The promotional event will also be featured in store flyers and on the company web site.

AAFC ran the initiative as a pilot project in 2011 in Newfoundland and Labrador, Ontario and British Columbia that clearly identified Canadian products in select stores.  The pilot increased consumer awareness of food products from Canadian producers and processors, which lead to a significant increase in sales for those products promoted as Canadian.  Consumers prefer to buy Canadian products if they can easily identify them.  The pilot project was expanded due to its great success.

To find out more about Canadian food products, the Canada Brand initiative and how to identify Canadian food products on store shelves please visit www.eatcanadian.ca.

Check out the new Spring/Summer eatcanadian.ca recipe booklet!

For more information on the in-store promotion at
Tru Value Foods, media may contact:
Phil Greenhalgh, General Manager/Part Owner

For more information on the Canada Brand
domestic initiative, media may contact:
Agriculture and Agri-Food Canada
Ottawa, Ontario
613-773-7972 or 1-866-345-7972