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.