Sobeys will sell locally produced beef at its retail locations across Prince Edward Island under the Island View Farms brand.
The Canadian retailer struck a deal with Atlantic Beef Products to offer locally produced beef.

STELLARTON, Nova Scotia – Atlantic Beef Products (ABP), a beef processor in Albany, Prince Edward Island, Canada, received a boost in support from Canadian retailer, Sobeys, which announced that beef on its stores’ shelves are primarily supplied by local beef producers through ABP.

Sobeys, ABP and the PEI and Maritime Cattle Producers began talks about 18 months ago to discuss supplying beef to Sobeys, Foodland and Co-op stores across PEI and ensuring ABP could increase processing capacity to accommodate larger cattle herds from local ranchers.

“This partnership with Sobeys means additional volume through our plant in a business where volume is a key ingredient to operate efficiently and cost effectively,” Russ Mallard, president of ABP, said in a statement. “We appreciate the commitment Sobeys is making to assist us in our goal to ensure ABP is here for the producers in our region for the long term.

“ABP sources all the local beef available from PEI beef and dairy farmers,” he said. “To meet increased demand for our products, ABP promotes increased local beef production, combined with sourcing beef from other producers in our service region.”

All cuts of beef will be available in the Island View Farms brand at 13 Sobeys, Foodland and Co-op stores on PEI. “This partnership means PEI customers can choose local first, it means larger herd sizes for PEI and Maritime beef cattle producers, and it means ABP has a committed local partner as it increases plant capacity and grows its business,” said Peter Doucette, general manager, Sobeys Atlantic.

Sobeys owns or franchises approximately 1,500 stores in all 10 Canadian provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawton's Drug Stores as well as more than 350 retail fuel locations.

Atlantic Beef Products processes beef and dairy cattle for retail, food service and further processors in Atlantic Canada and beyond. ABP brands include Island View Farms, Blue Dot Reserve and Certified Island Beef.