Target focuses on local food for Quebec stores

The retailer will offer Aliments du Québec food for the Quebec market compared to the rest of Canada
6/5/2013

Target will be telling Quebecers which of its foods are made or prepared in Quebec when it opens its stores in the province this fall.


Certified frozen foods, dairy products, perishables, baked goods, bread, snacks and beverages from Quebec will sport the Aliments du Québec (Quebec foods) and Aliments préparés au Québec (food products processed in Quebec) labels.


“Quebec customers attach a great deal of importance to where their foods come from,” said Sébastien Bouchard, manager of public relations for Target in Quebec. “Customers are asking us to have more local products. This is the best way to respond to demand and support sales.”


The move puts Target on the same page as its grocery competitors in promoting Quebec foodstuffs. Metro and Loblaw, for example, have recently announced plans to increase the in-store visibility of the Aliments du Québec and Aliments préparés au Québec programs.


Bouchard didn't indicate how many foods would be identified with the labels, but said the number will be significant.


He added Quebec stores would have a tagline similar to that of “Expect more. Pay less,” elsewhere in Canada. In Quebec, the tagline will be “Trouvez mieux. Payez moins,” which roughly translates as “Find more. Pay less.”


As well, signs would be bilingual in outlets in the western part of Montreal and in stores in cities that are officially designated as bilingual, he said.


Bouchard also said that Sobeys, which has strong expertise in the Quebec market through its IGA banner, is advising Target on its food selection for Quebec. In la belle province, the Minneapolis, Minn.-based retailer's food offer will differ slightly from the selection found elsewhere in Canada. Sobeys is supplying Target’s Canadian food and grocery requirements for frozen, dairy and dry grocery products, including both national brands and Target’s private-label brands.


According to the Conseil de Promotion de l'Agroalimentaire Québécois (CPAQ), which runs Aliments du Québec, 70% of Quebec consumers believe it is important to identify Quebec food products at the point-of-sale.


"We realize how important it is for Quebecers to be able to easily identify local food products when shopping," John Morioka, Target Canada senior vice-president, merchandising, said in a statement. Target will open 25 stores across Quebec throughout the fall.
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