Media Centre
2002/03/11

Spring Comes Early with Cabin Fever Cuisine

Pork is the natural choice!

TORONTO, ON - It’s that time of the year again – sunlight is scarce and tension grows as cabin fever sets in. When presented with a list of irks that contribute to grouchiness, 42% of Canadians rank traffic as the irritation that most “rubs them the wrong way”. Ever had someone read over your shoulder? That was the second most “irksome” activity (18%)1 .

Executive Chef Michael Picken suggests bringing the great outdoors into the kitchen by serving light-barbeque recipes, picnic-style, as a way to combat these “winter blues”. The attached Asian Flare Dry Rub recipe created using Maple Leaf Medallion™ Naturally* pork - fed Nutri-Medallion™, a vegetable-grain diet - is certain to “rub you the right way”.

Maple Leaf Medallion™ Naturally*, launched today across Ontario, has been fed an innovative Nutri-Medallion? feed, - developed exclusively for Maple Leaf - that contains a proprietary blend of vegetable-grains. This Nutri-Medallion? feed contributes to premium quality, while maintaining the tenderness and great taste of the pork product. Maple Leaf is the first and only national food processing company to provide a branded pork product of this kind.

Executive Chef Michael Picken of “Bistro on Two” at the Sheraton Centre Toronto was the creative source behind a variety of pork dishes developed for Maple Leaf, highlighting the versatility of Maple Leaf Medallion™ Naturally*, one of which is being featured at the restaurant this month. Chef Picken adds, “I like this pork because it consistently offers a great taste, and is a tender and juicy meat that complements a wide variety of ingredients and flavours and it’s easy to cook with.”

“The Maple Leaf Medallion™ Naturally* brand offers a unique choice in pork for consumers looking for a grain-fed alternative – and in fact, a recent Ipsos Reid study surprised us by indicating that 65% of Canadians already thought that pork in Canada was being fed a vegetarian mixture of grains or cereals1 . I’m proud to confirm that Maple Leaf is the first and only national company to offer a pork product fed Nutri-Medallion?, a vegetable-grain diet, with no animal by-products**,” says Randy Powell, President, Maple Leaf Pork. “We’re also supporting the launch with a number of unique initiatives, including our in-store recipe magazine, featuring a Bonnie Stern recipe on the front cover and our online recipe program (www.medallionnaturally.com), which houses a multitude of great tasting recipes. This web site offers those consumers who are time-starved, a wealth of family-focused, tasty and quick-to-fix meal solutions at their fingertips, using our premium well-trimmed pork cuts.”

Maple Leaf Medallion™ Naturally* is being launched in Ontario in a variety of cuts including chops, roasts, cutlets, tenderloin, ribs, ground pork and lean sausage that contains less than 10% fat, and will be launched in other Canadian markets later this year. It offers the exceptional quality and taste that consumers would expect from a premium pork product.

Maple Leaf Pork is an independent operating company of Maple Leaf Foods Inc., (TSE: MFI, www.mapleleaf.ca), a leading global food processing company. Maple Leaf is headquartered in Toronto, Canada, the company employs more than 13,000 people at its operations across Canada and in the United States, Europe and Asia.

* Canada’s leading brand of pork
** Contains less than 0.001% gelatin

1.  Findings of an Ipsos-Reid poll conducted between November 20th and 22nd, 2001 on behalf of Maple Leaf Foods.  The poll is based on a randomly selected sample of 1,000 adult Canadians.  With a sample of this size, the results are considered accurate to within ± 3.1 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled.  The findings of the poll can be found at www.ipsos-reid.com


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