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Sobeys, the Official Grocer of the Canadian Olympic and the Canadian Paralympic Teams, has unveiled its Winter 2022 Feed The Dream platform, continuing the Company's support of Canada's Olympic and Paralympic athletes. Building on the momentum of the Tokyo 2020 Games, Empire's family of brands continues to celebrate the emotional connection between family, food and sport with the Feed The Dream platform.

Empire will provide grocery cards to all qualified 2022 Winter Olympic and Paralympic athletes. The grocery cards can be redeemed for nutritious food at Empire banner stores, including Sobeys, IGA (Quebec), Safeway, Foodland, Thrifty Foods and Voilà. Empire will also celebrate its partner athletes through a comprehensive and immersive nation-wide experience in-store and online, by sharing their stories through short, family biography videos, store signage and limited-edition reusable shopping bags. Feed The Dream also leverages the power of social media, and the website, to connect Team Canada Olympic and Paralympic athletes with family, friends and fans around the world.


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Contact Grocery Business’ content manager
Stacey Newman ([email protected])

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