| QUEBEC-BASED CAPILANO LABONTE BRINGS
INNOVATION INTO THE HONEY CATEGORY
November 4, 2004 (Victoriaville, QC.) Capilano Labonté Inc. has turned the honey industry upside down with the launch of a range of floral honeys presented in a highly innovative consumer-friendly package. The line of natural liquid honey is being introduced in Quebec and the Ottawa region, and is available at all IGA, WalMart, Familiprix, Jean Coutu, Uniprix, Brunet, Essaim stores as well as selected Loblaws, Provigo, Metro and independents.
“This is the first new product line for our company since the July 2003 merger of Capilano Honey Limited, Australia, and Miel Labonté Honey Inc., based in Quebec,“ said Jean Marc Labonté, President of Capilano Labonté Inc. “The partnership is what has allowed us to bring this type of innovation to the Canadian marketplace.“
The product range includes Blueberry, Clover and Australian Eucalyptus honeys, plus the Pure and Natural flavour, all available in a unique non-drip, no mess squeeze pack created with a patented valve designed for the viscosity of honey. Capilano Labonté Inc. is also offering its own blend of rich tasting Certified Organic Honey in the same innovative container.
A November 2004 direct mail drop through Publi-sac, expected to reach 1,000,000 consumers in Quebec, will support the launch of the product line. The mass mailing will highlight the new floral honeys and the unique consumer friendly upside down pack, along with recipes and coupons. Point-of-purchase displays will also provide visibility for the line.
Capilano Labonté Inc. is a joint venture that includes the following two companies:
- Miel Labonté Honey Inc., which has been producing and distributing quality honey products throughout Quebec, the Maritime Provinces and Ontario for more than 66 years;
- and Capilano Honey Limited, one of the world’s largest honey packers, with a capacity to process and pack more than 25,000 tonnes of honey annually to some 38 countries worldwide.
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For media information, contact:
Richard Chassie
Jesson Artmont Communications,
416-323-7828 x 22. |
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