Loblaws has become the first retailer to buy sustainable beef.
It placed an order in mid-December for one million pounds.
Packing plants need to ensure that at least 30 per cent of the beef in its blends comes from farms certified by the sustainable beef program.
So far it’s been restaurants that have shown the most interest in the program and they typically use that in their promotion materials.
Loblaws does not plan to identify its sustainable beef in its meat counters.
Loblaws has a number of other names for its supermarkets, such as Zehr’s, No Frills, Value Mart, T&T, Provigo, Fortino’s, Superstores and Shopper’s Drug Mart.