Loblaw’s Adopts Beef DNA Traceability

Canada’s largest supermarket chain, Loblaw Companies, has adopted Lawrence, Kan.-based IdentiGEN’s DNA TraceBack technology to help assure beef quality for its Ontario corn fed beef (OCFB) that is now available in the retailers’ flagship Ontario banner stores, as well as its Your Independent Grocer, valu-mart, Zehrs and Real Canadian Superstores.

“Loblaw Companies is committed to sourcing with integrity, supporting local, regional and national Canadian producers in helping to build a sustainable food system,” said a spokesperson for Loblaw. “The Company recognizes and continues to see a preference from our customers seeking high quality Canadian produced products that are priced competitively.”

The DNA TraceBack process enables Loblaw to ensure only the best cattle that meet its exacting specifications are used in the OCFB program, which is designed to provide a consistent eating experience for customers.