Noble Premium Bison expands it’s reach to retail consumers across Canada

Noble Premium Bison, Canadian producers and suppliers of premium quality bison meat, are heading East. After a successful Western Canadian product launch with Sobeys in early February, the national retailer now wants Noble Premium Bison products in their meat cases across Canada.

Beginning May 15th, Noble Premium Bison Lean Ground, Inside Round Marinating Steaks, Ribeye, Striploin and Top Sirloin Grilling Steaks will be available in the fresh meat counters at Sobeys and Foodland stores in Ontario, Nova Scotia, New Brunswick, PEI and Newfoundland.

“Bison used to be a niche product and was often only available at select butcher shops and farmers markets”, said Kelly Long, partner and CEO. “Canadians are big barbeque enthusiasts, and with summer coming, we’re excited to be bringing our premium bison steaks and ground bison to consumers—and professional and home grillmasters—across Canada.”

Demand for bison has been growing steadily since chefs and consumers began touting the delicious taste and nutritional advantages of this superior protein. Bison meat is nutrient dense because of the proportion of protein, fat, mineral, and fatty acids to its caloric value. There are higher amounts of iron and B12 than other animal proteins, and less fat than beef. The flavour profile is slightly richer, sweeter and cleaner than beef and it can be cooked in much the same way. With over 4,000 bison on ranches in Saskatchewan and Manitoba, keeping up with consumer demand will not be an issue.

Bison meat has become part of a culinary revolution, and Noble Premium Bison is meeting that demand through a commitment to transparency and best practices. “We believe our customers have a right to know everything about our bison—where it comes from, how it’s raised and handled, and what goes into making it a premium product,” said Doug Griller, producer and partner. “We’ve worked hard to develop the very best practices to ensure the safety and quality of the bison we sell, and continue to follow WHO guidelines with respect to additional operating procedures. Our products are processed at the only single-species SQF-certified plant in North America and with our vertical integration, we can maintain control of our product from ranch to retail.”

ABOUT NOBLE PREMIUM BISON Canadian producers and suppliers of premium quality bison meat, Noble bison are ranch-raised on Canadian prairies without added hormones or antibiotics. Noble exports a range of bison products to hospitality clients in Europe, and ships branded products to retail clients across Canada, including Costco, Sobeys, Safeway, Thrifty Foods, IGA and Foodland. With over 9,000 acres of reclaimed native grassland, Noble Premium Bison follows restorative ranching practices to improve soil health, help conserve biodiversity, and support the bison with minimal intervention. For more information on Noble’s grass-raised, grain-finished products and restorative ranching practices, visit www.noblepremiumbison.ca

ABOUT SOBEYS Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians since 1907. 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, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, Farm Boy and Lawton’s Drug Stores as well as more than 350 retail fuel locations. Sobeys, its franchisees and affiliates employ approximately 123,000 people. More information on Sobeys Inc. can be found at www.sobeyscorporate.com.