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Strong Vision A STRONGER PLATFORM FOR GROWTH Strong vision We’re on a mission to help Canadians Eat Better, Feel Better and Do Better Sobeys wants to be Canada’s destination for better food by delivering on our seven promises. 1. The fresher, the better, the tastier. 4. We live here too. Sobeys is committed to helping you find and Since J.W. Sobey began delivering refrigerated meat choose the best quality for everything you make to people’s homes in 1907, Sobeys has been focused and put on your table. on bringing fresh food innovation to its customers. That rich tradition continues today as Sobeys becomes Canada’s better food destination: Helping 2. Save time. Eat well. Every day. Canadians Eat Better, Feel Better and Do Better. Being busy is no reason to settle for food that isn’t good for us or doesn’t taste good. Sobeys is going to make sure you have great ideas every week on how to cook good food fast. 5. We make sustainable attainable. Feeding ourselves well doesn’t mean we can’t support our rich planet. Our oceans are precious, 3. Choose the healthy life. and you won’t find any endangered species in You’ll find more products made with natural our store. sources arriving in Sobeys stores each week. These are products made without additives or preservatives. 6. Good food is not a luxury. It’s a right. A community grocery store should bring its customers good food and good food ideas every week, affordably. 7. Even our guarantee is guaranteed. Sobeys is proud to offer the freshest and best ingredients without condition or compromise. 100% Satisfaction. Zero Excuses. 2015 ANNUAL REPORT 15 STRONG VISION Better food We’re helping our customers experience better food by giving them more choices from better sources, better ingredients, more selection, healthier options and better value. Freshness and variety Healthy We aim to set the standard for exceptional We offer more than 3,500 health freshness, and scour the world for and wellness products – including exciting ideas that will encourage our products from natural sources with no customers to go on a culinary journey additives or preservatives, gluten-free to eat better and try new things. and sugar-free products – and a full range of health and beauty, baby and eco-friendly household items. Feature: Food is fresher when it’s locally sourced Feature: Making Compliments even better We buy local first when we can be sure that our food safety Over the past 18 months we’ve been harmonizing the and quality standards are met and the supply is consistent, Compliments private label portfolio of products with Safeway’s reliable and competitively priced. private label offering. That process involved taste testing, reformulating and improving almost 1,500 different products. For example, our relationship with Pentlatch Seafoods, a We now have a line of almost 5,000 Compliments private label shellfish aquaculture company wholly-owned and operated by products that offer the best quality and value. the K’ómoks First Nation, gives our customers exclusive access to the ‘Komo Gway’ brand of premium oysters and clams at We’re also minimizing the use of sodium, sugars, transfats, all Thrifty Foods stores in British Columbia. The shellfish are hydrogenated fats or oils, and removing unnecessary additives harvested from the nutrient-rich waters of Baynes Sound, and preservatives in many of our Compliments products – all Vancouver Island, by the K’ómoks First Nation using traditional while making sure we don’t compromise on taste, food safety, and sustainable harvesting practices to help preserve the quality and price. beauty of those waters for generations to come. 16 EMPIRE COMPANY LIMITED A STRONGER PLATFORM FOR GROWTH Sustainable Value We offer a wide selection of organic We deliver good food more affordably, products, which are grown and harvested without compromising on quality and without pesticides, responsibly sourced experience, and that commitment and with the welfare of animals and extends across all of our banners – the environment in mind. from full service to discount. Feature: Certified Humane™ Feature: Quality for every budget Better food comes from better sources. Products that are FreshCo stands behind its promise “Fresher. Cheaper.” Certified HumaneTM are from animals treated with respect If our customers aren’t satisfied with the freshness of our and raised right with no growth hormones, all-vegetable products, we’ll refund their money, period. Prices are as feed and no antibiotics or steroids. low as, or lower than our discount competitors and we price check every week to make sure we’re delivering “ Sobeys tops our list as the most committed retailer to ethically- on that promise. sourced food in North America. As the only major retailer offering Certified HumaneTM beef, pork and poultry, Sobeys demonstrates its ongoing commitment to providing their customers with high-quality foods that meet only the highest of humane standards.” – Adele Douglass, Executive Director, Humane Farm Animal Care. 2015 ANNUAL REPORT 17 STRONG VISION Better service We’re making it easier for customers to make good food part of their daily lives – offering convenience, becoming part of the community and working to stay connected – and serving that up with expertise and enthusiasm. Convenience Community We want to make it easy for our customers One of the things that keeps customers coming back is to eat well at home. We offer prepared customer interaction – and we view each of our stores ingredients that make cooking faster and as a hub for the community it serves. While all of our easier, as well as great tasting, restaurant- employees are knowledgeable and eager to help, the quality prepared meals that are a snap produce experts, cheese ambassadors, expert butchers, to stop by and pick up. Either way – our in-store chefs and wellbeing counsellors in our new customers have all kinds of delicious, concept Sobeys and Sobeys extra stores each have cost-effective alternatives to dining out. specialized expertise that make these stores unique. Feature: Prepared foods for every appetite Feature: Focus on healthy living We offer prepared food for every appetite – including Italian, Our wellbeing counsellors are there to answer customer Japanese, Indian, Mediterranean and many others – for questions about healthy living – from balanced nutrition customers who are time pressed, looking to satisfy a craving to special diets, food allergies and intolerances – and will or not sure what to have for dinner that night. work with our in-store chefs and pharmacists to provide comprehensive solutions that look at overall health. For example, with more than 140 sushi counters in Québec They’re also experts in our Natural Source products – alone, IGA customers can choose from a variety of sushi our comprehensive selection of products that are free made fresh that day by highly trained sushi chefs. Or they from artificial colours, flavours and preservatives, and can customize their order on the spot or even order ahead contain minimally processed, natural ingredients or are for dinner or a special occasion. Our sushi is made with certified organic. sustainably harvested fish – we won’t use any fish that doesn’t meet our rigorous sustainable fishing criteria. 18 EMPIRE COMPANY LIMITED A STRONGER PLATFORM FOR GROWTH Putting customers first Experience has shown us that there’s a direct correlation between customer experience and financial performance. That’s why we track customer engagement across the country, and motivate and train our employees to keep their focus on the customer. We hear from customers across the country, three times a year, and use what we learn to improve the products and services we offer – all to help us achieve our vision of helping Canadians Eat Better, Feel Better and Do Better. In fiscal 2015, we heard from more than 200,000 customers from coast to coast, and our customer KPIs showed solid progress, telling us that we’re on the Connection right track. More people are using social media to discover new things and keep informed. We connect with our customers in every market – and help them connect with each other – through websites, Instagram, Facebook, Twitter, and other apps and tools. The result is a sophisticated digital network of useful information about food and special dietary needs, videos, recipes, meal planning ideas, online shopping tools and more – all of which inspire and motivate our customers to Eat Better, Feel Better and Do Better. Feature: Shopping online In February 2015, we re-launched IGA Online in Québec with a new, sophisticated platform that offers over 30,000 products and integrates flyer specials, recipes, AIR MILES® Bonus Miles and a handy tool for making special requests like local products or the ripeness of fruit. Customers can shop by category, theme, product or their own shopping list from any digital device, and have the products delivered or ready for pick up from the store. We now have close to 300 stores offering online ordering in Québec and British Columbia (through Thrifty Foods) – all fully integrated with our systems so our customers get better quality information and our stores can pick products more efficiently. 2015 ANNUAL REPORT 19 STRONG VISION Delivered sustainably We’re helping our customers adopt a more sustainable lifestyle by offering more sustainable products and services – and backing them up with operations and responsible business practices that keep the future of our planet in mind. Our sustainability strategy is a part of how we function every day – from the products we offer and the communities we work with, to the way we operate. You can read more about our approach to sustainability at sobeyssustainability.com/en/home.apsx Supply chain We focus our efforts on the responsible sourcing of products, Packaging and material stewardship – we’re becoming packaging and ingredients.
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