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Grocery reputations fall in recent corporate rankings


Which grocery brand has the best reputation among consumers? Depends who you ask. Both Canadian Business and Marketing magazines recently ranked Canada’s top brands, with slightly different results.

Canadian Business’ best-loved brands issue, published June 13, saw Metro ranked the highest among grocers in 14th place, down from 9th last year. Loblaw also dropped to 15th spot from 13th last year.

Sobeys, meanwhile, made a huge jump: to 18th spot from 28th a year ago.

Drug-store chains did especially well on the Canadian Business list, coming in first place (Jean Coutu Group) and third (Shoppers Drug Mart)

The Canadian Business list ranked the reputations of the 50 largest companies in Canada that deal with the public.

Meanwhile, trade journal Marketing, in co-operation with Leger Marketing, ranked the 100 most trusted brands in Canada in a recent issue.

Among the Big Three grocers, Loblaw finished highest: in 45th place. That was a big drop from last year’s 28th place showing.

Metro and Sobeys also saw declines. Sobeys came in 67th (down from 46 last year), while Metro fell to 78 from 75.

Several consumer packaged goods companies scored well in the Marketing survey: Kellogg in 3rd place, Kraft (7th), McCain (14th) and General Mills (16th).

Meanwhile, in its June 20th issue, Maclean's listed the Top 50 socially responsible corporations in Canada.

Loblaw made the list for, among other things, its efforts to cut shopping bag use, increase local food available at its stores and for its organic waste program.

Several CPG firms also made the Maclean’s list, including Campbell’s, Danone, H.J. Heinz, Kellogg, L’Oreal, Pepsi, and Procter & Gamble.

Marketing magazine, Canadian Business and Maclean’s are owned by Canadian Grocer’s parent company, Rogers Media.

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