Sobeys Inc., a leading Canadian retailer that operates more than 1,500 stores in all 10 provinces, announced a partnership with world-renowned chef and campaigner Jamie Oliver, designed to educate, inspire and empower Canadians to eat better.
As an advocate for change and a promoter of better food internationally, Oliver will work with Sobeys stores to champion enhanced food knowledge, balanced nutrition, quality ingredients and cooking skills for Canadians. His collaboration with Sobeys will begin this fall.
"It's a real honor to be working with Sobeys, a fantastic organization that has been bringing fresh food to Canadians for 106 years now," Oliver said in a press release. "I've always received an extremely warm welcome from Canadians, and I'm thrilled to be joining the Sobeys' team."
With a food-focused, fresh-driven offering, Sobeys has a natural appeal for Canada's increasingly health-conscious consumers, according to a Sobey's press release.
Through extensive market research, Sobeys has determined that 73 percent of Canadians say they would like to eat better than they currently do. The national food retailer will evolve its store experience and product assortment over the next several months to address customers' increasing desire for better food solutions.
"Providing quality food for Canadians has always been our passion and at the core of our business," Marc Poulin, president and chief executive officer of Sobeys Inc., added in the press release. "We recognize the needs of our customers are changing and so we're embarking on a journey to better meet those needs at Sobeys stores. Partnering with an advocate like Jamie only further enhances our commitment to delivering the best food retail experience."