At a time when food costs are soaring and people are growing increasingly concerned about where their food comes from, TGP Your Jasper Grocer has launched a new pilot project promoting locally grown food.
Called “We Love Local,” the initiative aims to educate consumers about the products they are buying through easy to read labels that highlight and score products based on where they are produced, who owns them and where the ingredients come from.
“Given the choice, we feel shoppers will go out of their way to support their community and local economy. The labels just make it easier. Instead of having to research products on their own time or read the tiny print on packaging, we put the information front and center,” wrote Samantha Dunn, communications director for TGP, in an emailed statement.
For example, a bushel of potatoes produced 543 km away in British Columbia received a score of 8.7 out of 10. Customers who want more information, or a breakdown of the score, can scan a QR code found on the label.
In this case, the QR code revealed that BCfresh, which is 100 per cent owned and operated by B.C. Growers, provided the potatoes. The company sources its vegetables from over 60 family farms throughout the Fraser Valley and select B.C. regions.
The campaign is powered by Localize, an Edmonton based labeling company that helps educate shoppers about their food and spotlights local growers and producers close to home.
In addition to providing customers with more information about the product, TGP said locally sourced products can help keep food costs low.
“There is no doubt that the impact of the falling Canadian dollar continues to be felt in escalating costs both on consumer packaged goods and fresh produce, which should put locally sourced and produced products at a cost advantage,” wrote Judy Jackiw, director of retail procurement and marketing, in an email.
“We hope that our ‘We Love Local’ program powered by Localize not only helps our consumers make choices that support local growers and producers but also helps manage food costs.”
She acknowledged that while TGP strives to provide customers with locally grown options, it’s not always possible, especially when it comes to fresh produce, which is only available for part of the year.
According to Rick Lagace, the store manager in Jasper, customers have warmly welcomed the campaign.
“Everybody has been asking for local products for years,” said Lagace, “It’s working out quite well.”
Paul Clarke
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