From left: Tony Angelucci, Christian Pritchard, Aurora Importing and Distributing; John Carlo Terceros, Loblaws stroe manager, and Tyler Stevens Loblaw store direct

From left: Tony Angelucci, Christian Pritchard, Aurora Importing & Distributing; John Carlo Terceros, Loblaws store manager, and Tyler Stevens, Loblaw Companies Ltd. store director at the Maple Leaf Gardens store in downtown Toronto

As part of a campaign to showcase its festive offerings, Aurora Importing and Distributing partnered with grocery retailers across the country in December for its Panettone cutting event.

Christian Pritchard, Aurora chef, with John Carlo Teceros, Loblaws store manager

Aurora's chef Christian Pritchard with John Carlo Teceros, Loblaws store manager at the Maple Leaf Gardens store in downtown Toronto

One hundred Loblaw Companies Ltd. banners nationally, held a panettone cutting event at 12 noon to give customers a taste of its made-in-Sicily Fiasconaro panettone. Several of the locations, including Maple Leaf Gardens Loblaws in downtown Toronto, had a specially made 10 kg panettone where Aurora chief Christian Pritchard was on hand to provide customers with some insights into the unique history behind the making of the Fiasconaro product.

Provigo Lucerne Aurora panettone cutting event

Aurora's panettone cutting event at a Quebec Provigo store.

The event is part of broader Aurora campaign to promote its holiday offerings. Prior to its panettone cutting event, Aurora Importing held a similar torrone cutting event at multiple Loblaw Companies stores in November. Next week, Aurora is planning another 40 panettone cutting events with Longos and other independents in Toronto and Montreal. By the end of the campaign, there will be a total of 165 events, estimates Aurora’s president, Tony Morello.

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