jamie oliver in a vegetable garden with a basket

Jamie has announced he is to partner Canadian food store Sobeys to educate, inspire and empower the country to eat better.

Jamie will work with Sobeys stores to champion enhanced food knowledge, balanced nutrition, quality ingredients and cooking skills for Canadians.

“It’s a real honour to be working with Sobeys, a fantastic organisation that has been bringing fresh food to Canadians for 106 years now,” Jamie said.

“I’ve always received an extremely warm welcome from Canadians, and I’m thrilled to be joining the Sobeys’ team.”

With a food-focused, fresh-driven offering, Sobeys has a natural appeal for Canada’s increasingly health-conscious consumers. Through extensive market research, Sobeys has determined that 73 per cent of Canadians say they would like to eat better than they currently do. The national food retailer will evolve its store experience and product assortment over the next several months to address customers’ increasing desire for better food solutions.

“Providing quality food for Canadians has always been our passion and at the core of our business,” says Marc Poulin, President & CEO, Sobeys Inc. “We recognise the needs of our customers are changing and so we’re embarking on a journey to better meet those needs at Sobeys stores. Partnering with an advocate like Jamie only further enhances our commitment to delivering the best food retail experience.”

Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 106 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,500 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, and Thrifty Foods, as well as Lawton’s Drug Stores. Sobeys and its franchise affiliates employ more than 95,000 people. The company’s goal is to be widely recognised as the best food retailer and workplace environment in Canada. More information on Sobeys Inc. can be found at www.sobeyscorporate.com.