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MorningNewsBeat reports:

In Canada, Loblaw Cos. announced on Friday that it will begin using traceability technology to "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 SuperstoreŽ locations in Alberta, Manitoba, British Columbia and Saskatchewan."

The program is an extension of a program announced a year ago in which Loblaw began using traceability technology for beef sold in its Ontario stores.

"Loblaw sees traceability of its meats as increasingly important as consumers seek more information on how and where their meat is produced," said Sal Baio, Loblaw senior vice president, in a prepared statement.

"DNA information is gathered along the production chain, enabling us to identify the origin for any cut of Canada AAA Western Beef. This not only assures customers that this beef is sourced in Western Canada and raised according to our strict protocols, but also helps capture data to drive quality improvement."

The traceability technology is being provided by IndentiGen.

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