Loblaw's Provigo chain awarded 2013 Phénix de l'environnement prize in environmental achievement category for its Oceans for Tomorrow national awareness retail campaign for sustainable seafood

Cindy Allen

MONTREAL , September 26, 2013 (press release) – Provigo, a member of the Loblaw Companies Limited, is pleased to announce it has been awarded a 2013 Phénix de l'environnement prize in the environmental achievement category for its Oceans for Tomorrow program, a national awareness retail campaign for sustainable seafood.

The award event was held in the Legislative Council Room of the Québec National Assembly with the honorary chairmanship of the Minister of Sustainable Development, Environment, Fauna and Parks, Mr. Yves-François Blanchet.

Les Phénix de l'environnement, an annual competition created fifteen years ago is a unique partnership between the public and private sectors aims to make known and promote the excellence and know-how of Québec organizations in terms of environmental protection and sustainable development.

Loblaw created the first Canadian national retail campaign for promoting sustainable seafood certified by the Marine Stewardship Council (MSC). This annual campaign, Oceans for Tomorrow, has raised awareness of the MSC's ecolabel - and the mission to protect the health of the world's oceans by recognizing and rewarding sustainable fishing practices- reaching 11 million households. As Canada's largest grocery retailer carrying the widest range of MSC certified seafood in Canada, Loblaw and its banner stores are the destination to purchase and learn about MSC-certified sustainable seafood. Québec consumers can purchase sustainable seafood products in Provigo®, Maxi®, Maxi & Cie® and Loblaws® stores throughout the province.

"It is truly an honour to have our efforts to generate awareness for sustainable methods of fishing recognized by a program as prestigious as the Phénix de l'environnement," said Marie-Hélène Michaud, director of Environmental Affairs, Loblaw Companies Limited. We will continue our effort to educate Canadians about sustainable seafood and are committed to offer choices that will help protect fish inventories and marine life."

The partners of the Phénix de l'environnement are the Ministère du Développement durable, de l'Environnement, de la Faune et des Parcs, the Ministère des Finances et de l'Économie, Éco Entreprises Québec and the Fondation québécoise en environnement.

Source with Integrity is one of five corporate social responsibility (CSR) principles that drive the way the Company does business. For more information on Loblaw's commitment, visit www.loblaw.ca/seafood and the www.oceansfortomorrow.ca website.

About Provigo, a member of the Loblaw group TSX : L
Provigo is a member of the Loblaw group, one of the largest private sector employers in Québec and Canada's largest food retailer. The Loblaw group employs nearly 30,000 people in the province of Québec through its 400 corporate, franchised and affiliated stores operated mainly under the Provigo®, Provigo Le MarchéTM, Maxi®, Maxi & Cie®, Loblaws®, Club Entrepôt Provigo® and Les Entrepôts Presto® banners. The Loblaw group also offers Canada's strongest control (private) label program, including the President's Choice®, no name® and Joe Fresh® brands. In addition, it makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.

SOURCE Loblaw Companies Limited

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