Metro extends its efforts with respect to promotional material posted in-store for Quebec products to its entire network of Super C stores

MONTREAL, June 18, 2012 /CNW Telbec/ - Metro, Quebec's food distribution leader, is proud to announce today that it is extending its efforts with respect to promotional material posted in-store for Quebec products to its 80 Super C stores. The new promotional material will make it easier for its customers to find Quebec products. Following the lead of Metro and Metro Plus stores, where Aliments du Québec products (Quebec food products) have been identified since 2009, Super C becomes the first discount banner to identify Aliments du Québec products.

Blue shelf labels sporting the Aliments du Québec blue and yellow logo, as well as the promotional material used in-store, will draw attention to products that have been certified by the organization. You can also distinguish Aliments du Québec from Aliments préparés au Québec (food products processed in Quebec) thanks to two separate labels that are associated with those products. The Metro, Metro Plus and Super C banners are the only ones to provide that distinction.

"We salute Metro's efforts to promote and encourage the purchase of Quebec products, particularly by making those products easier to find on their shelves. In 2009, a study* came to the conclusion that adding Aliments du Québec logo had a positive impact on consumers' purchasing behaviour and therefore on increased sales. We are pleased to have a partner like Metro to make it easier to buy Quebec products", said Marie Beaudry, Executive Director, Aliments du Québec.

"As long time partners of Aliments du Québec, and more recently of the Always The Right Choice campaign featuring actress Chantal Fontaine, we are proud to announce today that we are intensifying our efforts to increase the visibility of Quebec products throughout our entire network of stores. The shelf labels, an even brighter blue, now show the logo in colour and continue to distinguish between products in the Aliments du Québec category and those in the Aliments préparés au Québec category", pointed out Christian Bourbonnière, Senior Vice-President, Quebec division, Metro Inc.

Metro's sustained efforts to promote Quebec products are a direct result of the commitments made as part of the company's Corporate Responsibility process for Strengthened Communities, aiming at supporting local suppliers.

Visit alimentsduquebec.com for more details.

Metro Inc.
With annual sales of over $11 billion and over 65,000 employees, Metro Inc. is a leader in the food and pharmaceutical sectors in Québec and Ontario, where it operates a network of more than 600 food stores under several banners including Metro, Metro Plus, Super C and Food Basics, as well as over 250 drugstores under the Brunet, The Pharmacy and Drug Basics banners.

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* La valeur de la marque Aliments du Québec, headed by Francine Rodier, doctoral student, Chair on Brand Management, University of Sherbrooke, January, 2009

Media Relations: 
Pierre Tessier, Communications Infrarouge, [email protected] 514 233-1636