Safeway Canada in partnership with country musician Brett Kissel raised more than $70,000 for vulnerable communities in Alberta from a first-of-its-kind social distancing drive-in country music concert series held in June.
All ticket sales proceeds from the event went to Food Banks Alberta and Enoch Cree Nation.
"At Safeway Canada, we are committed to helping local communities by working together to create positive, lasting change. This crisis has had a detrimental impact on Canada's food banks, which face enormous financial strain and limited resources," says Sandra Sanderson, senior vice president, marketing, Sobeys Inc. "By partnering with Brett on this unique concert series, we were able to support Food Banks Alberta and inspire Canadians to help out their neighbours in need. We are tremendously proud of the results of our partnership with Brett, and hope the concerts serve as a continued reminder of the positive difference we can make in our communities when we come together as one."
Beyond the donation to Food Banks Alberta, Safeway Canada and Brett Kissel dedicated two exclusive drive-in concerts to frontline heroes to show appreciation for their work.