Media Release: New Peppermaster Retailer in Toronto

Rigaud, Quebec – June 17, 2010- New Toronto Store Green Instead selected to carry Peppermaster Brand Cooking and Grilling Sauces in Toronto!

Brooks Pepperfire Foods announces the selection of their new Toronto retailer, Green Instead.

Brooks Pepperfire Foods has chosen Green Instead to sell their products because of their new concept in sales distribution; they use showcases and educational events to market their products. A green lifestyle marketplace, Green Instead brings consumers a variety of healthy, natural and eco-friendly products through a series of showcases and educational events designed to introduce consumers to the types of products that suit their healthy lifestyle.

Green Instead announced their presence in the GTA in March at the Total Health Show at the Metro Toronto Convention Center. Consumers were introduced to a series of healthy, natural and eco-friendly products. Unlike other shops in the area, Green Lifestyle Marketplace offers vendors the opportunity to educate and inform potential customers as well as share in costs and expenses for trade shows.

Gisela McKay, Managing Director for the enterprise said of the concept, “By holding the events in here, we keep a steady flow of traffic and educate customers in how to implement the products into their lives, as opposed to consumers simply purchasing something, bringing it home and having it sit on their shelves because they don’t know what to do with it.”

Situated between the Fashion District and Chinatown, the location caters to Torontonians and visitors alike. A short walk up from Spadina, near Queen Street West, the shop offers sidewalk level samplings on Tuesday afternoons and evenings.

The concept of boutique sales is not new, but what makes this concept different is the opportunity to hands-on try the products before taking them home. The shop behaves more like a mini-trade show than an ordinary boutique.

Ms. McKay of Green Instead chooses their products based on their potential for alignment with the goals of the shop. They need to be Fairly Traded, ethically sourced, all natural, organic or have a unique flare to them that makes them highly desireable to their target customer base.

Consumers will find a wide selection of food products, cosmetics, and home health items. The vendors are small Canadian companies and tend to be small family-run businesses most from the GTA, with the exception of Brooks Pepperfire Foods inc. makers of the Peppermaster brand line of fresh pepper sauces normally only available in Toronto through the One of a Kind Christmas Gift Show and Sale or by mail order.

Tina Brooks, VP Marketing said of the project, “When Ms. McKay told me about the shop, I got excited. We have a very exclusive product line that can’t be sold just anywhere. And Green Instead is focusing on our target market. They are dedicated to teaching their customers how to use our products. So, a shop that would simply put our product on the shelf and allow it to collect dust was, by comparison, a bad choice. Since opening we have had several comments from customers who are very excited at how easy it is to visit the shop and with the advent of tourist season, we’re hoping to drive tourist traffic to the shop as well.”

Green Instead, located at 200 Spadina, focuses on products that are free from preservatives, colours and additives, uses sustainable growing and production methods and are ethically sourced. The shop prefers to offer products that are fairly traded, fair trade certified, all natural and/or organic. The shop is open Monday through Friday 10:00 am to 6:00 pm Saturday from 10:00 am to 5:00 pm. Green Instead is closed on Sundays.

Brooks Pepperfire Foods Inc. is a small batch food manufacturing company that is peanut-free, nut-free and bleach free. Peppermaster brand products are free from preservatives, chemical extracts and gluten. The product line’s focus is on top quality ingredients that can be traced from farm to table, and specialize in being very hot and spicy. The company is located at 26 St. Jean Baptiste, in Rigaud Quebec.

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For more information contact:

Tina Brooks, VP Marketing
Brooks Pepperfire Foods Inc.
Rigaud, Quebec, Canada
Tel/Fax: 1 (514) 393-3430

Gisela McKay
Green Instead
200 Spadina
Toronto, Ontario
Tel: 1 (647) 351-1042

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