Sobeys cuts produce prices

As part of its initiatives to encourage healthy eating, Sobeys Inc. said it would reduce prices on many produce items at its Sobeys and Safeway stores.

The produce department will also offer weekly “produce picks” based on best quality, tips on preparation from Chef Jamie Oliver, and a 100% satisfaction guarantee.

Jamie Oliver will star in a marketing campaign to promote the changes in the produce department.

The retailer said it would launch a combined flyer for Sobeys and Safeway beginning Jan. 29.

“We know produce pricing is top of mind for many Canadians and we want to help Western Canadians eat better and more affordably,” Dave Rodych, VP operations, Safeway Canada, said in a press release. “We hope the improved produce experience at our stores will not only help customers continue to enjoy their everyday staples like potatoes and lettuce, but to also discover fruits and vegetables they may not have tried before.”

Other healthy eating pushes include the addition of Western Canadian Sterling Silver AAA aged beef in the meat department and the coming introduction of hundreds of new products, including private label products.

“We think customers are going to be really excited about what they see in stores starting today,” said Scott Chollak, VP operations, Sobeys, based in Stellarton, Nova Scotia. “Our customers have told us what matters most is better, fresh produce and that’s why we’re investing in improving assortment, enhancing quality and providing more expertise and food knowledge — all at affordable prices.”