In a legislative committee session on Wednesday, MLAs learned how Sobeys secured an untendered contract in 2024 through its head office presence in Nova Scotia. Chris Morrissey, the deputy minister of growth and development, highlighted the advantage of having executives readily available due to their local headquarters. The familiarity of the public with Sobeys’ Scene+ points program was also a key factor in awarding the $950,000 contract under the Nova Scotia Loyal initiative.
While all major retailers were approached simultaneously in 2022 to participate in the program, it was noted that Sobeys showed the most interest and readiness to engage. This was attributed to their existing buy-local initiatives and a larger number of local producers supplying their stores compared to competitors like Loblaws and Walmart.
The contract allowed Sobeys shoppers to earn additional Scene+ points when purchasing Nova Scotia products, while bonus Air Miles points were offered to customers at the Nova Scotia Liquor Corporation. Despite the success of the rewards program, it was phased out after a year, with the government focusing on providing $10 farmers’ market vouchers to students and newcomers.
Data analysis revealed that the initial sales boost from the rewards program had stabilized, leading to the decision to shift focus. The government expanded the voucher program to reach more individuals and introduced support for local companies to enhance product branding in stores.
As discussions continue on the impact of the Nova Scotia Loyal program, concerns have been raised by opposition members regarding the government’s monitoring and evaluation mechanisms. The goal remains to assess the program’s effectiveness in benefiting Nova Scotians, local producers, and farmers.
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