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Industry NewsOntario grocer Vince's Market's charity initiative supports seniors, Toonies for Tummies

Ontario grocer Vince’s Market’s charity initiative supports seniors, Toonies for Tummies

From left: Giancarlo Trimarchi (president, Vince’s), Mona Shaher (fundraising and community engagement lead, CHATS), Kelly Broome (vice president, philanthropy and communications, CHATS), Grant Waddell (board member, CHATS), Maria Ciarlandini (Vince’s community ambassador), and Andrea Sheppard (Fund development and communications lead, CHATS). SUBMITTED PHOTO

Vince’s Market’s charitable donations program, Community Product Initiative (CPI), has selected a seniors assistance program as its 2023 recipient and announced its 2024 recipient, Toonies for Tummies.

Vince’s Market presented a cheque to the Community & Home Assistance to Seniors (CHATS) for $28,869. The funds are expected to strengthen CHATS’ crucial home and community services for older adults and their caregivers within the community.

“CHATS was thrilled to have been selected as the Vince’s Community Product Initiative recipient for 2023,” said CHATS CEO Christina Bisanz. “The past few years have been particularly difficult for many older adults in our community. While the pandemic escalated social isolation, the current economic challenges have put unprecedented pressure on food and housing security for our region’s most vulnerable seniors and their family caregivers.”

Addressing urgent health and social care needs

Organizations like CHATS, which have stretched themselves to meet the additional requirements arising from direct and collaborative efforts within the health and social care sectors, have seen a surge in demand for their services and support.

Additionally, support for CHATS and previous Vince’s CPI recipients has been a collaborative effort involving all four stores, participating vendors, and, notably, Vince’s customers, a release reads. The setup consists of identifying various items, typically staples, and allocating 15 per cent of the sales from these community products throughout the year.

“We are pleased to support the vital work being done by CHATS and to play a role in making life a little easier for the older adults who rely on their services,” said Vince’s president, Giancarlo Trimarchi. “This has been a great partnership, and we are pleased that CHATS has been so ‘hands-on’ in working with us on this campaign. I’m also proud to announce that we have raised approximately $150K since launching the initiative in 2018. And we look forward to raising significant funds in 2024!

Plans for 2024 CPI underway

Looking ahead, Vince’s Grocery is already gearing up for its 2024 CPI, with the chosen recipient being “Toonies for Tummies.”

It says the Grocery Foundation initiative directly benefits nutrition programs near participating stores, addressing a growing concern that one in three children is at risk of attending school on an empty stomach.

“Like many of the programs Vince’s supports, Toonies for Tummies is a game-changer, making communities better by filling hungry tummies at school,” said Shaun McKenna, The Grocery Foundation’s executive director. “What also makes this program unique is that every toonie will remain in the local community. We’re indebted to the wonderful team members at Vince’s, the company’s leadership, who are wholeheartedly committed to the communities where they operate, and, of course, the brands and tremendous guests. We each play a role in nourishing neighbourhoods, and this campaign will go a long way in doing just that.”

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