Montreal – A Montreal institution can now be found at the local grocery store.
Schwartz’s deli, which opened more than 80 years ago, has announced that its well-known brand of original smoked meats will now be found in IGA supermarkets across Quebec, so everyone can enjoy them.
“The idea to market our smoked meat came from our customers,” says Martin Sara, vice-president of Administration at Schwartz’s. “Many of them travel great distances to eat at Schwartz’s and often asked us if we could make it more accessible. But we couldn’t compromise on taste. In that respect, we think the gamble has paid off.”
Schwartz’s product is being sold as four vacuum-sealed 125-g bags of pre-cooked smoked meat for $10.99.
It’s available exclusively at all IGA locations in Quebec, as well as other Sobeys Quebec banners such as Marchés Tradition and Bonichoix.
The MontrealGazette.com says consumers only need to boil water and drop in one of the vacuum-sealed bags. Once it’s done, they cut open the bag and can serve the cured brisket with rye bread and hot dog mustard.
A story in the Globe and Mail reports that some consumers aren’t happy with the move, saying the company is straying from its “original mission.”
The Globe and Mail goes onto explain that the move was made as an alternative to franchising the concept and risk losing control of the brand. Partnering with a grocery chain allows the company to have stricter control.