Sobeys, Fresh & Easy market specialty burgers.

 With yesterday’s holiday marking the unofficial kick-off to summer, grilling is on the minds of many consumers. At the same time, this year’s record-high beef prices may push more customers to switch to ground beef or other ground meats.

Several retailers have used social media to promote more sophisticated burgers, whether value-added options sold in stores or recipes for consumers to try at home.

As part of its partnership with celebrity chef Jamie Oliver, Sobeys launched a better burger social media contest and features value-added products created by the chef.

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