Beefing up
Sobeys helping Island beef producers rebound
Sobeys is making a big commitment to help P.E.I. beef producers thrive after having endured years of struggle that saw many farmers leave the industry.
Sobeys announced Tuesday beef on its Island shelves is now primarily supplied by local beef farmers through Atlantic Beef Products’ (ABP) Island View Farms.
Processed at ABP’s plant in Albany, Island View Farms is the primary beef brand now sold at the 13 Sobeys, Foodland and Co-op stores across P.E.I.
Talks began 18 months ago between Sobeys, ABP and the P.E.I. and Maritime Cattle Producers to ensure ABP’s plant capacity could be increased and the producers could grow their herds to meet demand.
Russ Mallard, president of Atlantic Beef Products, says the partnership with Sobeys means additional volume through the plant in a business where volume is a key ingredient to operate efficiently and costeffectively.
“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,” says Mallard.
“ABP sources all the local beef available from P.E.I. beef and dairy farmers. To meet increased demand for our product, ABP promotes increased local beef production, combined with sourcing beef from other producers in our service region.”
Brian Morrison, chairman of the P.E.I. Cattle Producers, lauds Mallard for stabilizing the once precarious plant with strong direction during the past few years.
Morrison is also optimistic the beef industry has a bright future in P.E.I.
“In the future, due to value adding and initiatives like this one (Sobeys commitment) where we are finding a targeted market and we’re producing what the market wants, we’re going to have a future here on Prince Edward Island,’’ says Morrison.
“We have the environment, we have grasslands, we have ample feed sources, and I believe that there is an opportunity there for breed specific and targeted markets for beef in the future.”
Beef producers in P.E.I. and across Canada were devastated by the mad cow disease crisis in 2003.
Since then, Island beef producers have been sliced in half to about 400.
“In the dark days you were more in survival mode — where is the next cheque coming from and so on,’’ says Morrison.
“For today, we have a solid market with Atlantic Beef Products.”