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Industry NewsToonies for Tummies expands 2021 campaign

Toonies for Tummies expands 2021 campaign


The Grocery Foundation has expanded its 2021 Toonies for Tummies campaign, adding Sobeys Inc.’s stores in Atlantic Canada.

Last year, approximately 500 of Sobeys Inc.’s Western Canada and Ontario stories (Safeway, Sobeys, IGA, Foodland and Thrifty Foods) supported the program, which raised close to $900,000.

“Sobeys Inc. has such an incredibly rich history of giving back to the communities we proudly serve,” says Michael Medline, president and CEO, Empire Company Ltd. “That culture of giving back started with our founders, the Sobey family, more than 113 years ago. Our frontline teammates continue to bring this culture to life in our stores every day. Our teammates in Atlantic Canada are thrilled to join in the 2021 Toonies for Tummies campaign. We are proud to stand side-by-side with The Grocery Foundation as we continue to nurture students in our communities from coast-to-coast.”

The announcement follows a record-breaking 2020 campaign which saw the number of participating stores double. Donations made during the 2020 campaign will fund student nutrition programs in Western Canada and Ontario when the school-year resumes. Breakfast program models will adapt to include food hampers, gift certificates and curbside deliveries, ensuring students continue to have access to healthy meals despite the unique demands of COVID-19.

The Foundation says it hopes to raise $2.75 million through the 2021 Toonies for Tummies campaign.

Companies interested in learning more about sponsorship opportunities are encouraged to visit the 2021 Toonies for Tummies campaign portal.

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