1. +
Pilot
Program
Proposal
Let’s make Metro Casselman a
Leader Amongst Peers—And
Competitors
+
The First-Ever Local Food Counter: Join Prescott and Russell and the
Eastern Ontario Agri-Food Network (EOAN) in strengthening our
community and satisfying consumer demand for traceable local
products.
Plus, Fulfill the 4 Pillars of Metro’s Corporate Responsibility Policy Locally: Here’s how
a Local Food Counter in Prescott and Russell’s Metro will “respect the environment, delight
customers, strengthen communities, and empower employees.”

2. 2
Put Metro at the front of the
Locavore Movement
“80% of principal grocery shoppers intend to purchase Ontario fresh food.”
– Foodland Ontario
+
Proposal:
Together we’ll showcase traceable Local Food Products and give
consumers better access to locally produced and processed foods by
setting up a “Local Food Counter” in Metro’s Casselman Store.
The Local Food Counter will be an excellent complement to current
Metro strategic initiatives in Corporate Responsibility, Local Food
Purchasing, and the “What’s Good Now?” seasonal produce section
of the Metro consumer website, making Casselman a leader amongst
Metro peers—and competitors.

3. 3
+ HELP CELEBRATE 80 Local Producers
Committed to Helping Metro Further Entrench Customer Loyalty
The Eastern Ontario Agri-Food Network (EOAN), a four-year-old
not-for-profit organization, offers Metro Casellman self-sustaining
marketing for local food promotion, strategic
partnerships for producers and retailers, and support to ensure
producers meet “shelf-ready” expectations.
EOAN has built strong
relationships with local
producers, Foodland Ontario,
the Canadian Beef Association,
and the Beef Information Centre—
all of whom support Prescott and
Russell’s efforts to create a higher
profile for locally produced and
processed foods.
• The Prescott and Russell region is a
rich agri-food production centre,
and boasts over 1000 farms,
including more than 55 000 cattle
and calves and over 750 000 hens.
• Several producers are working to
build greenhouses to extend local
vegetable production into the
winter months.

4. 4
It’s ‘Win-Win’: Showcase your diversity
of products, offer consumers what they
want, and be praised for facilitating
economic stimulation in your
community.
What Customers See & Do at the
Local Food Counter:
1) Trace product origin on a regional
map and read producer descriptions
through a digital touch screen.
2) Watch multiple chefs create recipes
with the same local products on a
plasma screen display.
3) Pick up four popular locally
produced foods.
The Local Food Counter will showcase a
selection of consumer-preferred products
(imprinted with the Prescott and Russell and
EOAN logos proving the authenticity of the
product’s origin) and use interactive and
visual tools to foster consumer engagement
at the Counter.
Additional employees are not required to
operate the Local Food Counter.
+

5. Detailed Benefits for
Metro
+
Metro Casselman’s Wins:
1. Fulfilment of Metro Policies locally
2. Recognition of Metro Casselman’s Leadership
3. Continue to Improve Quality of Service to Customers
4. Strengthen Your Store’s Community and Region
5. Achieve Greater Efficiency through Partnerships

6. 6
1. Fulfill Metro Policies Locally:
Further Entrench Local Loyalty. A
Local Food Counter will draw attention
to your support of your community’s
job creators, as well as the families
and friends of your employees.
Win Community and Corporate
Accolade. When your Metro is “a
prime showcase for regional
products” you’ll prove your adoption
of Metro’s May 2013 Local
Purchasing Policy just like the
organic distribution partnership in
Quebec. (A huge success for the last
three years, the program has added
new stores each year, for a tally of 19
in 2014).
A Local Food Counter also Fulfils 4 / 4
pillars in Metro’s Corporate Responsibility
Policy:
1. Respect for the environment (at a
local level): by supporting solar-panelled
poultry farm produce and
decreasing transportation of imported
products.
2. Delight customers: offer “responsible
products” by enabling consumers to
‘buy local’ more easily.
3. Strengthen communities:
demonstrate your commitment to “focus
investments in our community” and
“support local suppliers.”
4. Empower employees: “foster
employee engagement” with a
showcase of local produce. Encourage
employees to share their local produce
stories with customers and community,
like the Chefs on the plasma screen.

7. 7
2. Recognition of
Metro Casselman’s
Leadership:
Be the very 1st in Metro’s business
category to showcase local
products.
Never before has a certified,
traceable initiative been offered
in grocery stores. The EOAN and
Prescott and Russell logos on
each product prove the
producers are local-certified and
offer source authenticity to
consumers.
• EOAN’s traceability program
is already in use and being
tested with meat producers.
• EOAN will further develop
the program for other
produce and food
manufacturers.
Enjoy the Ongoing Rewards of Being Pioneers of a Pilot
Program:
The Local Food Counter project will be replicable in other
provinces and across Canada, making Casellman Metro a leader
amongst your peers for many years to come.
Public Recognition of Your Metro:
EOAN and Prescott and Russell will recognize your support and
adoption of the Local Food Counter wherever possible in public
communications. The extent and information provided can be built
into the partnership contract between Prescott and Russell and
Metro.

8. 8
3. Continue to Focus on Improving Efficiency
and Quality of Service to Customers:
80% Of Consumers Want Local Food.
Logos on the products with “proudly raised” or “produced
locally” slogans will foster a sense of belonging and community
pride with consumers. These good feelings transfer to the Metro
brand based on your willingness to support the Local Food
Counter pilot program.
1. Offer
a
one-­‐of-­‐a-­‐kind
service
with
the
first-­‐ever
Local
Food
Counter
display.
2. Stay
competitive
on
product
offerings
in
quality,
freshness,
variety
and
prices.
3. Show
community
leadership
and
prove
Metro’s
commitment
to
“fresh
food.”

9. 9
Présentation suggérée
Suggested Serving
BOEUF BBL
CROSS
BREED A leader in Quebec,
BEEF
CROISÉ
FIÈREMENT ÉLEVÉ DANS
PROUDLY RAISED IN
PRÉPARÉ POUR / PREPARED FOR
RÉSEAU AGROALIMENTAIRE
DE L’EST ONTARIEN
EASTERN ONTARIO
AGRI-FOOD NETWORK
59 RUE COURT ST.
PO BOX 304
L’ORIGNAL, ON K0B 1K0
GARDER AU RÉFRIGÉRATEUR
KEEP REFRIGERATED
Metro’s Annual sales
in 2011 was more than
$11 Billion.
4. Strengthen Your Community and Region
Thank your customers with a program that gives back to
local producers as obviously as a Local Food Counter.
Create a cycle of loyalty with consumers who will
appreciate your community commitment to support
their families and friends.
Strengthen the bond of customer trust by offering regional products.
Prove you put customers first by not only giving them the products they want
but also supporting the jobs local producers and processors create in the
community.
Boost your store’s local economy and the future of our farms.
Ontario is Canada’s second largest beef producing province, supplying 21% of
Canada’s total beef. It’s a pillar of the Ontario economy. Locally raised and
processed beef is in high demand by consumers. – Peter Vasil, Eastern Retail
Manager, Beef Information Center
Offering these products to your consumers is the best way to show your local
support and further earn their trust.

10. 10
5. Achieve More with Strong Partnerships
It’s easier to do more when you have help.
EOAN brings the cooperation and
commitment of 80 local producers and food
processors so it’s easier to work together to
launch this program than trying to do it on
your own. Furthermore, the booth will operate
without employee efforts.
Work towards greater efficiencies in serving
your customers.
The Local Food Counter’s unique space, visual
features and product display will easily draw
attention, increasing the success of the
product sales. Consumers will choose to ‘buy
local’ on principle, instead of just comparing
by price.

11. 11
Local Food Counter Details:
Capitalize on the popularity of cooking shows and the
locavore movement.
• The plasma screen of chefs cooking with local products and
touch screen will allow users to interact with the Local Food
Counter in more ways than any other product display.
• Building further legitimacy and consumer awareness into the
display, the Counter will have the logos of the region, EOAN,
and the producers involved in the local food initiative.
Prescott-­‐Russell’s
Belgium
Blue
Beef
Appropriate
Local
Product
Selection
Four
“proudly
raised
or
produced”
in
Prescott
and
Russell
products
have
been
selected
(as
the
first
products
for
display
in
the
Local
Food
Counter)
based
on
their
ability
to
satisfy
Metro
demand,
provincial
regulations,
and
serve
a
niche-­‐market.
will
offer
5
cuts
of
meat,
pre-­‐packed
and
gas-­‐sealed.
Crossbreeding
Belgium
Blue
cattle
and
Limousin
beef
uniquely
create
the
lean
specialty
beef
brand
that
is
well-­‐known
across
Canada.
International
yogurt
manufacturer,
Skotidakis’
yogurt
and
yogurt-­‐
based
dips.
This
family
business
started
with
20
goats
and
grew
to
5000,
proudly
displaying
the
entrepreneurial
spirit
of
the
agriproducers
in
the
region.
A
strong
regional
employer
and
the
only
19th
Century
surviving
cheese
manufacturer
in
Eastern
Ontario,
St-­‐Albert
Cheese,
offers
a
flavourful
nod
to
Eastern
Ontario’s
rich
agricultural
history.
A
testament
to
the
quality
in
their
selection
of
cheddars,
mozzarella
and
curds,
this
dedicated
Coop
managed
to
win
cheese
awards
in
2013
despite
a
devastating
fire,
and
celebrated
120
years
in
a
brand
new
facility
by
2014.
Laviolette
Farm’s
fresh
eggs:
a
poultry
farm
partially
powered
by
solar
panels
to
offset
greenhouse
gases.
Laviolette
also
exceeds
the
international
HACCP
standards
and
is
a
key
supplier
of
250
customers,
many
of
them
restaurants.
Their
inclusion
in
the
Local
Food
Counter
proves
Metro’s
environmental
respect
and
determination
to
bring
best
quality
products
to
consumers.

12. 12
Proof of
Concept:
Proof of Concept: EOAN’s self-sustaining
marketing brings credibility and
sustainability to the Pilot Program
How
EOAN
Presently
Promotes
the
Local
Food
Movement:
1. With
EOAN
support,
in
2013,
the
Counties
SDG
and
Prescott
and
Russell
produced
the
first
Local
Food
Map,
and
added
an
online
map
and
directory
in
2014.
2. 5
years’
experience
bringing
10000
visitors
to
the
region
through
“Foire
Gourmande”
(an
EAON
partnership
with
the
Table
Agroalimentaire
de
l’Outaouais.)
3. Development
of
an
attractive
Eastern
Ontario
meat
brand
to
package
meat
products
in
the
region.
4. Food
business
nutritional
labelling
and
nutritional
analysis
services
to
help
regional
producers
and
processors
affordably
to
meet
retail
expectations.
5. Producers
get
the
opportunity
for
visibility
and
accessibility
to
activities
and
services
at
a
lower
cost
helping
them
stay
price
competitive.
Plus
EOAN
will:
• Complete
a
Food
Study
in
Autumn
2014
to
determine
how
to
develop
distribution
to
keep
local
food
production
strong.
• Take
inventory
of
products
and
create
a
market
structure
to
ensure
supply
for
demand.
• Maintain
strong
relationships
with
the
Canadian
Beef
Association,
Foodland
Ontario,
the
Beef
Information
Centre.
AND…!
6. Launch
a
Pilot
Program
initiative
with
Metro
to
create
a
local
Food
Counter
in
response
to
consumer
demand
for
local
food.
+

13. 13
Contract Proposal:
+
Let’s Commit To Training Consumers About
Metro’s Leadership of Local Food:
Prescott-Russell and EOAN propose a 3-Year Contract To Serve
Metro and secure supply of, and demand for, the meat, cheese, eggs and yogurt
at the Local Food Counter.
• Start with 4 Products, creating the opportunity to add more at a later
date. Local producers are already making plans to increase production.
One producer will expand his greenhouse in Autumn 2014 to be able to
produce 2000 lettuce heads/week, with potential to double production
in future years.
Commitment to Meeting Metro Specifications and Provincial
Regulations:
All provincial rules and regulations regarding meat processing and delivery will
be followed. Meat products will be presented in the specific format Metro
requires.
Recognition for Metro in all Communications
EOAN is excellent at attracting attention, as proven by the 10 000 people who’ve
come to Foire Gourmande each year since 2009. Together with Prescott and
Russell, they are willing to negotiate a commitment to promote Metro wherever
possible throughout the next three years.
Plan to Expand the Pilot Project
As the pilot site, Casellman will become a leader amongst peers and competitors.
Prescott and Russell and EOAN can commit to case study presentations at
conferences and events.
What
else
do
you
require
from
us
to
create
the
Local
Food
Counter?