World-renowned Alrifai brand opens its first North American boutique in a Provigo Le Marché

KIRKLAND, QC, Oct. 8, 2015 /CNW Telbec/ - (TSX : L) – The Kirkland Provigo Le Marché store is now the proud home of the first North American boutique of Alrifai, a brand that has achieved stunning success in the Middle East, Europe, and Latin America with its superior-quality nuts and confectionery. Residents of greater Montréal, nut lovers, gourmets, foodies and the simply curious can now savour a vast assortment of 150 varieties of nuts, dried fruits and confectionery.

Combining the Lebanese tradition and family values with the welcoming concept of Provigo Le Marché stores, this partnership is further proof of Provigo's determination to feed the joie de vivre of Quebecers. "Provigo's mission is to help Quebecers live life well. This boutique, offering a selection of the finest products from all over the world, invites our Québec customers to discover new tastes and brings the Lebanese community familiar, unique flavours," said Sylvain Jodoin, Group Director for the Provigo Le Marché and Loblaws banners in Québec. "Provigo not only meets Alrifai's quality standards, but also subscribes to its founding values of service, quality and variety. We are delighted to begin this exciting collaboration with Provigo Le Marché and to be part of this concept of modern supermarkets with an inviting atmosphere," said Jean Nader, Commercial Director for the Alrifai group.

Founded in Lebanon in 1948, this family business is a firm favourite with consumers all over the world. With over 400 stores in 38 cities, Alrifai has garnered 20 awards in excellence, innovation, brand image and several other categories. "Among the keys to Alrifai's success are its impressive cellar, its highly sophisticated heater, and its personalized service, including tastings and customized preparations of dry-roasted and caramelized nuts, together with its wide variety of nuts and coatings," added Jean Nader. At the Kirkland store, the brass-and-slate nut counter, with its 45 tilted diamond-shaped bins, offers an impressive blend of colours and flavours. Materials such as oak and marble are also featured in the 55 m² boutique, evoking a natural environment.

Among Alrifai's best-loved products are the following classics:

• KriKri, almonds with a crunchy coating, launched by the founder Hage Moussa Al Rifai in 1962
• macadamia nuts, brought onto the Lebanese market by the founder in 1974
• flavoured dry-roasted nuts such as cheese cashew and smoked almonds, introduced in the late 1980s
• peanut butter prepared in-store

Packed with nutritious elements such as protein, fibre, and monounsaturated and polyunsaturated fats, nuts provide numerous health benefits. "The literature suggests that eating five 30g portions of various nuts with no added sugar or salt per week, in combination with a healthy diet and lifestyle, translates into improvements to the blood lipid profile. Nuts are both tasty and nutritious, so add them to your recipes or enjoy them as is," said Lydiane St-Pierre Gagnon, chief nutritionist at Provigo.

The Alrifai boutique is located at the entrance to the Kirkland Provigo Le Marché at 16900 Trans-Canada Highway, Kirkland, QC H9H 4M7. It is open during regular store hours, from 8 a.m. to 10 p.m., seven days per week.

Follow Provigo Le Marché on Twitter: @ProvigoLeMarché

About Provigo, a member of the Loblaw group
Provigo is a member of the Loblaw group, one of the largest private sector employers in Québec and Canada's largest food retailer. The Loblaw group employs close to 40,000 people in the province of Québec through its 400 corporate, franchised and affiliated stores operated mainly under the Provigo®, Provigo Le Marché™, Maxi®, Maxi &Cie®, Loblaws®, Club Entrepôt Provigo® and Les Entrepôts Presto® banners. The Loblaw group also has Canada's strongest control (private) label program, including the President's Choice®, no name® and Joe Fresh® brands. It also offers President's Choice® Financial Services and the PC® points reward program.

SOURCE Provigo, member of Loblaw group

or to schedule an interview, members of the media are invited to contact: Jessica Drolet, Advisor, SYRUS, [email protected] or 514 935-2777, ext. 205; or Valérie Dubuc, Specialist, Corporate Affairs and Communication, Provigo, a member of the Loblaw Group, [email protected] or 514 383-8800, ext. 646157