A new partnership between FoodTrust of Prince Edward Island and Co-op Atlantic has been established which will result in collaborative efforts and logistical support in the marketing of FoodTrust products. The partnership was announced today at a news conference in Charlottetown.
Under the terms of the Memorandum of Understanding, Co-op Atlantic will provide account and information management services and other logistic and marketing services to FoodTrust in the marketing of its products. FoodTrust will share market intelligence and branding synergies with Co-op Atlantic.
FoodTrust vice-chair Rundell Seaman said that, "FoodTrust recognizes that Co-op Atlantic shares a strong commitment to our values of product quality, environmental stewardship, food safety, wholesomeness and social responsibility. This is demonstrated through Co-op Atlantic's success in providing customer satisfaction in the distribution and sale of quality products such as Atlantic Tender Beef Classic and Market Town Potatoes - products that showcase our region's potential."
FoodTrust Chief Executive Officer Alan Miller said, "We are pleased that outsourcing these functions will give FoodTrust an efficient and professional market entry capability. While some of our co-branding companies have good logistic capability, others have asked for support in this area. This agreement provides us with a new option."
John Harvie, Chief Executive Officer of Co-op Atlantic, said the new partnership will be mutually beneficial for both parties. "This is very much in line with Co-op Atlantic's philosophy of community involvement at a grassroots level," he said. "FoodTrust represents such an opportunity and Co-op Atlantic is pleased to be able to share its infrastructure and management information resources in this fashion. The imminent launch of Summerside Farms Pork on Prince Edward Island will give both parties the opportunity to realize this partnership and serve as a stepping stone for FoodTrust's further interests outside Atlantic Canada."
To accomplish the various functions outlined in the agreement, Co-op Atlantic will identify a staff member to act as a liaison with FoodTrust, while FoodTrust will assign a staff member to work as needed in Co-op Atlantic's head office in Moncton.
FoodTrust is a private, not-for-profit company which has the mandate to market branded products from sustainable production systems. Co-op Atlantic is a very innovative and integrated agri-food business serving 135 member Co-ops throughout Atlantic Canada and the Magdalen Islands, with consolidated sales in 2001 in excess of $511 million.