Canada’s largest supermarket chain, Loblaw Companies Limited, announced it is using IdentiGEN's DNA-based traceability process to guarantee origins and improve eating quality of Loblaw’s cut from Canada AAA Western Beef. The product is being launched in 77 Real Canadian Superstore locations in Alberta, Manitoba, British Columbia and Saskatchewan.

Last May, Loblaw became the first Canadian grocer to assure beef quality with DNA TraceBack when it introduced Certified Ontario Cornfed Beef with DNA TraceBack in Loblaw stores in Ontario.

Similar to Certified Ontario Cornfed Beef, which comes from family farms in Ontario, Loblaw's cut from Canada AAA Western Beef is raised by family farmers in the heart of Western Canada's cattle country, which is home to 68,000 beef farms and responsible for 85 percent of Canada's beef production. 

“Loblaw sees traceability of its meats as increasingly important as consumers seek more information on how and where their meat is produced," said Sal Baio, senior vice president of Loblaw Companies Limited. "DNA information is gathered along the production chain, enabling us to identify the origin for any cut of Canada AAA Western Beef. This not only assures customers that this beef is sourced in Western Canada and raised according to our strict protocols, but also helps capture data to drive quality improvement."

Consumer information about the DNA TraceBack process and brand can be found at

Source: Loblaw