For Release: October 5, 2005

MCGUINTY GOVERNMENT SUPPORTS ONTARIO'S PRODUCE RETAILERS
Retailers Recognized With Foodland Ontario Awards

TORONTO - The McGuinty government is supporting a strong agri-food sector by recognizing the important role that Ontario's grocery retailers have in promoting Ontario-grown produce, Minister of Agriculture, Food and Rural Affairs Leona Dombrowsky said today while presenting the awards at a ceremony at the Toronto Congress Centre.

"All of the winners of this year's awards have shown an outstanding commitment to the promotion of fruits and vegetables produced by Ontario's farmers," said Dombrowsky. "It is important that we encourage the purchase of locally grown produce, not only as a sign of support for the province's agri-food industry, but also because it is the freshest and safest food readily available to consumers."

This year's Foodland Ontario Retailer Awards were presented to 24 food retailers that have shown outstanding commitment and creativity in their marketing of Ontario fruit and vegetable products. The Foodland Ontario Award of Excellence was awarded to Kropf's IGA in Dundalk, Real Canadian Super Store in Leamington and Zehrs Highland Hills in Kitchener

Winners were chosen from 791 entries, a 21 per cent increase over 2004. Criteria used to decide on the winning entries include the impact of the display, the creative and effective use of Foodland point-of-sale material, cross-merchandising, the location in the store, and the balance and design of the display.

Attendees at the awards ceremony were given an opportunity to view Foodland Ontario's new television advertising campaign. The spots are part of a series that will begin airing today. Several fresh commodities are profiled along with consumer tips on proper handling and storage. This campaign will run until November 6, 2005, with another campaign scheduled to air during the Olympics in February 2006.

"I understand how important retailers view Foodland Ontario advertising and how much you value the program in helping you sell our great Ontario produce," said Dombrowsky. "These advertisements will encourage Ontarians to make healthy food choices from products produced locally, while at the same time providing useful freshness and handling tips."

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Contact:
Kelly Synnott
Minister's Office
(416) 326-6439

2005 FOODLAND ONTARIO RETAILER AWARD WINNERS

FOODLAND ONTARIO RETAILER AWARDS

The Foodland Ontario Retailer Awards program recognizes grocery retailers for their innovative promotion of Ontario-grown fruits and vegetables. Each year, approximately 1,250 stores across the province are involved in the promotion of Ontario produce. Stores submit photographs of their promotions and displays to qualify for awards in any of the four categories.

The Platinum All Seasons Award recognizes merchandising excellence with Ontario grown commodities through three seasons: spring, summer and winter. The Gold Category Award distinguishes excellence at both chain and independent stores in three specific categories: seasonal, creative and cross-merchandised. The Silver Award of Merit honours excellence in promoting Ontario produce in a display. The Foodland Ontario Award of Excellence is presented to the top-scoring Ontario retailers, in each store size category, that have won the platinum award for consistent year-round merchandising achievement for two years in a row.

Foodland Ontario is a consumer marketing program aimed at increasing sales and profit margins for fresh Ontario fruits and vegetables using a multi-media strategy and in-store promotions.

Retailers partner with Foodland Ontario because it is a successful marketing program that offers them a competitive edge. Based on research findings, there is a high degree of consumer trust in Ontario-grown produce. The Foodland Ontario symbol has tremendous recognition with consumers looking and asking for Foodland Ontario by name. For more than 25 years, consumers have identified the stylized trillium with homegrown freshness and quality.

The awards are co-sponsored by the Ontario Ministry of Agriculture, Food and Rural Affairs in partnership with Ontario Asparagus Growers' Marketing Board, Ontario Fruit and Vegetable Growers' Association, Ontario Greenhouse Vegetable Growers, Ontario Tender Fruit Producers' Marketing Board, Ontario Apple Growers and Ontario Potato Board.

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Contact:
Jim James
Foodland Ontario
(519) 826-3946