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November 13, 2003
For immediate release

Fresh Obsessions Potatoes Showcased at Royal

Agriculture, Fisheries, Aquaculture & Forestry

The FoodTrust of Prince Edward Island, a not-for-profit marketer of high-quality food items, chose the Royal Winter Fair to launch a new line of potatoes and merchandising system that promises to change the way consumers experience this traditional staple vegetable.

The new Fresh Obsessions potatoes are billed as the freshest, easiest to buy, simplest to cook and most flavourful potatoes on the market and represent the culmination of over three years of research and development on the part of FoodTrust, A&P Canada, and the Culinary Institute of Canada in Charlottetown.

FoodTrust CEO Allan Miller bills these as the perfect potatoes for every occasion. “Our criteria are so strict, only a fraction of Canada No. 1 potatoes actually make the grade.” He explains that these potatoes are grown only on FoodTrust licensed farms that meet the most stringent standards for quality assurance, social responsibility and environmental sustainability.

Fresh Obsessions potatoes are hand-picked, graded and double-washed and then transported under strict temperature controlled conditions. In-store, the pre-selected potatoes will be displayed in specially designed cooled units to ensure they stay as fresh as the day they came out of the ground. They are presented in a unique compartmental display with colour-coded, fill-it-yourself tote bags and labelling so consumers can simply pick the ideal potato for every occasion. Included are handy cooking tips and recipe ideas. They are sold exclusively by A&P Canada and its affiliates.

Consumers can pick their potatoes by cooking method including mashing, baking, roasting, boiling or French-frying, all at varying prices. Fresh Obsessions potatoes are also available in petite gourmet, and an organic potato will be introduced in the new year.

“No matter which way they’re prepared, Fresh Obsessions potatoes will surprise and please consumers with their exceptional appearance, consistent quality and superior taste,” says Barry Cudmore, Chairman of FoodTrust’s Board of Directors. “You only have to taste them once to see what we mean – the difference is that noticeable.”

The FoodTrust brand is only applied to an exclusive selection of food items that meet stringent quality standards and are produced from sustainable systems. FoodTrust farmers adhere to Environmental Farm Plans, employ buffer zones to help protect watersheds, and use other land management techniques to minimize impact on the land. In return for this extra effort, FoodTrust strengthens the farm community through premiums and incentive programs.

Fresh Obsessions potatoes have been showcased throughout the week at the Royal Agricultural Winter Fair in Toronto.

Media Contact: Wayne MacKinnon
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