News Release: Drumheller Co-op announces local food labeling ...

NEWS RELEASE
Drumheller Co-op Announces Local Food Labeling Initiative
(July 3, 2013) – Local and regional food business are about to get a lot more attention at the
Drumheller Co-op store. Partnering with the Localize Project, the program will help customers
identify products that are made, grown, or raised closer to home with bright orange shelf labels
which will be found next to the price tags on shelves. Drumheller Co-op will be highlighting over
285 products from 46 vendors, with more being added as the program expands.
The Localize labels highlight the place of food production and the place of food business ownership,
assigning a score between zero and 10, with 10 being considered the most local. Each smart label
has a quick-response (QR) code that allows customers to find out more about the product with their
smart phones. The labels can be found next to products in all departments, highlighting both local
and Western Canadian products.
Localize was founded in 2011 by Meghan Dear and Lita McDonald because of a clear lack of
information regarding local products in grocery stores. “We started Localize because we wanted to
find better ways to support local and regional food producers in grocery stores,” said Dear. “When
grocery stores support local food production, they are supporting an entire community network of
farmers, processors, and small businesses. We wanted to make it easier for grocers and customers
to find those products that are most local to the store.”
“As part of the vibrant Drumheller community, the Co-op Food Store is pleased to participate and
support the Localize Your Food initiative. By supporting local producers and their products, we are
enabling today’s consumer to support local producers, to learn how the food is grown, and provide
local economic opportunities for the community residents,” says General Manager Gordon Van
Kannel. “The Drumheller Co-op, in partnership with Localize Your Food, hopes to retain the local
identity and sense of community by providing products that are minimally processed, travels
minimal distances, and has a small footprint in today’s environment.”
Glen Sinnamon of Living Foods, an Innisfail based grower who supplies to Drumheller Co-op Food
Store, is excited to see the increased visibility that his local produce will have on store shelves.
“Living Foods has been growing Green sprouts locally in the Alberta market for over 31 years. We
are proud serving Albertans such a tasty and healthy product. When you buy local, supporting
Alberta companies, you’re supporting Albertans.”
A listing of participating producers and processors can be found at
http://www.localizeyourfood.com/DrumhellerCoop.
About Localize
Localize’s mission is to bring visibility to local and regional food businesses in grocery stores.
Founded in 2011, Localize is an Edmonton-based business that is building a platform to meet a
growing consumer desire to support local business and to have access to credible information
about where their food has come from. The program is now running in 35 Co-op grocery stores
across Alberta. Localize's website is www.localizeyourfood.com.

About Drumheller Co-op
Drumheller Co-op was incorporated on May 11, 1962. It is locally owned in Drumheller by its
owner members and profits are returned to the members in proportion to their purchases. The
Drumheller Co-op offers a wide range of products to its members including a Food Store with fresh
departments including Deli, Bakery, meat and produce. A Home and Agro Center with hardware,
lumber, feed, chemical, animal health products, bulk petroleum and Farm hardware and a Gas Bar
which includes gas and propane. Every year, Drumheller Co-op donates more than $70 000 back
local groups within the community.
Contact:
Meghan Dear
Gordon Van Kannel
Co-Founder, Localize Your Food
General Manager, Drumheller Co-op
780-720-1430 403-823-5555 ext 220
meghan@localizeyourfood.com
g.vankannel@drumco-op.com

Media Kit
1) Media History
Labels help consumers make informed choices
Calgary Herald 'Be Local' special edition insert, 14 June 2013, page 11 and 19.
http://www.calgaryherald.com/specialfeatures/printedsections/BLBC_June_14_2013-lr.pdf
Close-to-Home-Grown Goodness
Edmonton Journal, 23 April 2013
http://www.edmontonjournal.com/story.html?id=8283836
Localize Hits Calgary Co-op
Calgary Is Awesome blog, 30 March 2013
http://calgaryisawesome.com/2013/03/30/localize-hits-calgary-coop/
Local Labels
CBC Radio, The Homestretch, 22 January 2013
http://www.cbc.ca/homestretch/episode/2013/01/22/local-labels/
‘Localized’ food initiative proves success
Red Deer Advocate, February 12, 2013
http://www.reddeeradvocate.com/business/Localized_food_initiative_proves_success_190784121.html

2) A sample of a food item ranking that is featured in a grocery
store.
3) FAQs
1. What does Localize do?
Localize works with regional food businesses by providing labels that highlight their products for
consumers in grocery stores.
2. What criteria do you consider when determining the Localize Score?
The Localize Score considers several different components of where food has come from and was
built from the weighted responses of over 800 Albertans. The score places the strongest emphasis
on the economic impact that a local business has on its economy. The four criteria we assess are:
The Location of Production:
o 45% of the score evaluates where the food is produced. For primary products like
vegetables or meat, 'production' refers to the place where the food was grown or
raised. For processed products, 'production' refers to the place where the food was
prepared.
The Location of Ownership:
o 35% of the score evaluates where the business is owned. The location of ownership is
the place where the business pays its taxes. Independent ownership is valued highest.
The Source of Ingredients:
o 20% of the score evaluates where food ingredients, based on weight, come from.
Local Sustainability:
o Up to 5% in bonus points are given for each approved certification that demonstrates
that the food business is taking measures for sustainability. Sustainability refers to
human/social and environmental/animal welfare standards which enhance local
sustainability. Examples of approved measures include Fair Trade and Organic
Certifications.

3. Why is a non-local product, like coffee, included in the Localize Project?
The rating places more weight on the ways that a product enhances our local economy than the
source of ingredients. There are lots of great locally- and independently-owned businesses that use
international ingredients to make food products. Consider a bag of coffee that was roasted locally
by a local business. That product may rate an 8/10 on the Localize scale. Moreover, if the producer
demonstrates that they value the sustainability of the source of that coffee, they can rate even
higher.
4. Why are products from across Canada participating in Localize?
Localize is highlighting products that have a regional story in order to provide insight into where
your consumer dollars are going.
5. I see local products in the grocery store which do not have the Localize label. Why aren't
they included?
Localize is continuing to partner with food businesses. Some food producers have yet to sign up to
our service. Localize continues to be free to food business participants.
6. What type of organization is Localize?
Localize is a social enterprise that is providing a practical but innovative solution to supporting
local economies. We are looking at ways to allow consumers to put their dollars towards the things
that matter to them. We want to help shape a food system we can be proud of here in Alberta and
across Canada.