Metro spotlights the MVPs of summer
With grocery shelves crowded with made-in-Canada labels, Metro is going deeper by telling the stories behind the products. In a new campaign, the retailer is spotlighting the “true MVPs” of summer—Ontario farmers and producers who bring fresh, flavourful foods to tables across the province.
While Metro has had a longstanding commitment to local food—stocking 1,400 products from nearly 250 Ontario suppliers—the Summer MVPs initiative highlights a select group for their innovation and quality.
“At Metro, we’re really about supporting communities that we’re part of,” says Michael Rose, vice president of fresh merchandising at Metro Inc. “It means working closely with local producers and suppliers—not only to offer fresh, local products, but to strengthen the local community, the local economy and support what customers are looking for today, especially in light of their growing need to buy Canadian.”
This season’s MVPs, which Metro calls its “most valued producers,” were chosen based on their leadership in local food and their impact in the community, explains Rose. “These are partners that go beyond developing great products. They’re innovating, they’re building sustainable practices, and overall, they’re helping shape the future of local food.”
Among the companies being highlighted are:
- Guelph-based GoodLeaf—Canada’s first large-scale vertical farm—was founded by Gregg Curwin, who was inspired by indoor hydroponic farming in Japan. GoodLeaf grows fresh, nutrient-rich, pesticide-free greens throughout the year, supplying local communities with peak freshness and flavour.
- Mastronardi Produce, a fourth-generation family business based in Kingsville, has been a pioneer in North America’s greenhouse industry since 1954. Its award-winning Sunset line of produce includes tomatoes, peppers, cucumbers and berries.
- Shaw’s Ice Cream in Tillsonburg was founded by Carl Shaw in 1948. It was saved from closure by sisters Kim, Kelly and Kristine McLaughlin, who bought the company in 2001. They revitalized the brand by staying true to its small-town roots and commitment to quality. Today, Shaw’s products are available in grocery stores across Canada.
- Toronto-based Tonica Kombucha was founded by Zoey Shamai, a yoga teacher who learned about the digestive benefits of kombucha while living at a yoga ashram in New Mexico. The company has grown from a small local business to a leader in Ontario-made kombucha, supported by its mission to make this healthy, fermented tea beverage accessible to a broader audience.
- Based in Hamilton, Mercanti Specialty Foods makes Mama Yolanda’s Gourmet Lasagna, based on a recipe passed down through seven generations. Available in Gourmet Bolognese and Gourmet Ricotta & Spinach, the frozen lasagna is made with fresh, local ingredients and contains no additives or preservatives.
Metro’s Summer MVPs is an omnichannel campaign that includes everything from in-store signage and digital media to activations at festivals throughout the summer. “What’s important is for consumers to have that ability to connect with the stories behind the producers and suppliers,” says Rose. “These are all exciting ways that the consumer can connect with our brands, with us and our support in the community.”
Michael Sangiuliano, senior manager, brand & digital communications at Metro, notes that Metro’s commitment to local producers extends beyond marketing support. “We have a team that helps small, local companies take their business to the next level and meet the operational standards of being part of a large retailer such as ourselves,” he says.
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Rose adds that this internal team “is dedicated to working closely with each of the suppliers… We’re a phone call or an email away, helping to continue to drive their business and allow them to thrive and support consumer demand.”
Looking ahead, Sangiuliano says Metro plans keep the MVPs initiative ongoing. “Our positioning as a brand is being that community cornerstone for our consumers and this campaign is one of the many legs of that. Our MVPs was the summer iteration… but the North Star vision is being that reliable source for those wanting to shop local or wanting to increase their sustainability. So, there’s more to come.”
