2013 was an eventful year for Sobeys Inc. as it expanded its network in Western Canada and launched new Sobeys banner brand positioning. Using the tagline “Sobeys Better Food for All,” the rebranding involves a new store concept, services and products, with celebrity chef Jamie Oliver as brand ambassador.

Sobeys Inc. completed its purchase of Canada Safeway in November 2013, giving the company a new platform for growth in Western Canada. In February, Sobeys complied with the terms of its October 2013 Consent Agreement with the Competition Bureau by announcing binding sales agreements for 22 stores with Overwaitea Food Group and Federated Co-operatives Ltd. The company also signed a binding letter of intent with another retailer for the sale of its Price Chopper location in Winnipeg.

The expansion is timely, as the Nova Scotia-based Sobeys is in the midst of an ambitious rebranding initiative. The brand strategy is based on customer research showing 90 percent of Canadians believe a grocery store could play a role in helping them eat better.

In a press release, Marc Poulin, president and chief executive officer of Sobeys Inc. said, “We know Canadians want to eat better, feel better and do better, and as a leading Canadian retailer, we have a responsibility to help them.”

Sobeys’ new strategy has four main components that allow customers to: enjoy fresh and tasty food; shop for healthy and wholesome products; choose sustainable products; and save time.

The company is enabling customers to eat better and enjoy fresh and tasty food by developing a variety of signature fresh product programs, including tomatoes grouped by sweetness, guaranteed-ripe avocados and potatoes displayed by their recommended usage.

The Natural Selections sections in Sobeys stores has been expanded to include thousands of products that meet Sobeys’ criteria of being free from artificial flavors and preservatives.

In conjunction with Jamie Oliver, Sobeys has found producers who meet the requirements for the Certified Humane® certification. Sobeys is now the first major retailer in North America to offer Certified Humane® chicken, pork and beef.

Sobeys will use Jamie Oliver to deliver time-saving tools, tips and recipes to enable customers to create tasty and healthy meals at home.

In November, Sobeys, with partner Oliver, launched a new line of products called “Compliments presents: Jamie Oliver Discovers Canada.” The line featured 14 products with quality fresh ingredients and higher welfare meat. Additional products are being planned for summer release.

A focus on fresh has always been a key element in Sobeys’ strategy and to enhance its’ Better Food for All positioning, the company continues to advance its produce offering in the following areas:

Local/Sustainable — Supporting key local suppliers across the country staying in local season as long as possible depending on availability and quality.

Organics — Expanding the assortment and availability of organics.

Quick and Healthy Meal Solutions — Offering cut fruit, vegetables and salads for time starved customers that still want to eat better, feel better and do better.

“The Produce department is critical to the success of our Better Food for All strategy,” said Grant Burke, vice president, category management fresh, at Sobeys Inc. “Our target customers have clearly told us that produce is the most important department for them and they expect exceptional quality, service and affordable prices.”