2024 Impact Award winners: Community service
Now in its fourth year, the Canadian Grocer Impact Awards celebrates Canadian grocery retail and CPG businesses that are going above and beyond to make the world a better place
We recognized 41 winners in 2024 for making a positive impact in the areas of sustainability, supporting employees, diversity, equity & inclusion and community service.
See the full list of winners here.
Nineteen companies won in the category of community service. Here’s why:
Ammar’s Market
When Ammar’s Market was approached by Food4Kids Waterloo Region in 2017 to source halal food products for children in the program, it was a no-brainer for the Kitchener, Ont.-based grocer.
Over the years, Ammar ’s Market has evolved into a community hub for halal-conscious consumers in the area.
Food4Kids Waterloo Region fills an important gap in the community by providing healthy food packages to food insecure children ages one to 14 on weekends and school breaks when other school nutrition programs are not available. Last year alone, Ammar’s provided more than $25,000 in donations to the organization. Faaez Al-hendi, Ammar’s vice-president of operations, also shares his expertise to help Food4Kids provide halal food to hundreds of children in the area’s growing Muslim community.
READ: Ontario grocer Ammar’s Market celebrates anniversary
“The most rewarding piece of this partnership has been noticing first-hand the relief the organization brings to the community,” says Al-hendi. “It’s the interactions that we have with our guests who depend on this initiative that puts filling in the gaps of food insecurity in our community into perspective. It also reminds us of the impact we can make even as a relatively small, family-owned and operated business.”
Carlton Cards
Carlton Cards is supporting mental health in Canada, one card at a time. For the third year, a portion of the proceeds from every Carlton Cards’ greeting card sold at participating retailers during the month of October (World Mental Health Month) has been donated to the Canadian Mental Health Association (CMHA). In 2023, the omnichannel campaign, which was promoted in retailers’ greeting card departments, websites and social channels, raised $180,000 to support the work of CMHA. To amplify last year’s campaign, Carlton Cards collaborated with CMHA on a 31-day mental health Connection Calendar (available for download on both organization’s websites) that included 31 daily activities to help nurture mental health.
“Recognizing the pivotal role of social connection in fostering good mental health, this campaign, in collaboration with our valued retail partners, is a source of pride for Carlton Cards, contributing meaningfully to our purpose of making the world a more thoughtful and caring place,” says Paul Werynski, president, Carlton Cards. The company says the campaign will return in 2024.
Conagra Brands Canada
Conagra Brands’ employees are passionate about giving back, says Tonya Moncrieffe, human resources director for Conagra Brands Canada and Global Markets. “Month of Service is a company-wide initiative that aims to provide support to communities where Conagra Brands has a presence,” she says.
In 2024, the company’s Month of Service (now actually taking place over two months, April and May, to give employees more opportunity to volunteer) saw Conagra Brands Canada employees volunteering more than 100 hours with Greater Toronto Area non-profits; and the company’s most recent United for Change annual fundraising campaign saw employees collectively donate more than $30,000.
But, the company’s efforts extend beyond those two initiatives. Conagra and its employees prioritize donating time and resources throughout the year, with a focus on partnerships in local communities—including Seva Food Bank, Women’s Habitat of Etobicoke, Dresden Community Food Bank in Ontario, and Moisson Laurentides and United Way Montreal in Quebec, to name a few. “We believe in supporting the communities in which we live and work,” says Moncrieffe. “We seek to continuously take action to address food insecurity in the places we call home.”
DavidsTea
Since the start of the COVID-19 pandemic, DavidsTea has donated more than two million cups of tea to front-line workers in Canada and the United States, as part of the company’s Frontline Hero Donations program.
The company says tea helps bring joy, comfort and small moments of relaxation to healthcare workers, educators, childcare workers, first responders and essential workers.
DavidsTea’s internal team nominates local schools, hospitals and clinics to be included in the program. Customers also receive information about the initiative in emails and social media and are encouraged to submit donation requests on the company’s sponsorship page.
DavidsTea is now working toward a new goal of three million cups of donated tea to front-line heroes. Since May 1, every transaction in DavidsTea stores and on its website, equals one cup of tea donated.
“Tea is more than just tea—it’s comfort in a cup,” says Sarah Segal, DavidsTea CEO and chief brand officer. “That’s why it has always been important to us at DavidsTea to care for our community, and we’re honoured to be able to share our appreciation and bring a little bit of joy to the day of so many hardworking front-line heroes.”
Fortinos (Loblaw)
Fortinos has been partnering with Fuel for Kids for the last decade with the sole purpose of putting money back into the communities where Fortinos stores operate. Every Fortinos franchisee adopts an elementary school in their community and 100% of the money raised during each Fuel for Kids fundraising event goes to the school to use at its discretion. As part of the fundraising effort, each school gets a visit from the Fortinos’ race team when Dave Connelly, a professional race car driver who founded the program, explains all the exciting elements of racing. Then the school and surrounding community are invited to their local Fortinos for a fundraising barbecue where everything is provided by the supermarket with support from suppliers.
It’s a winning combination. Since 2014, franchisees have raised more than $250,000 for their local schools with funds going to purchase everything from new or upgraded technology to playground structures.
“John Fortino’s philosophy, since the beginning in 1961, was to build strong ties with the communities we operate in,” says senior vice-president Peter Weicker. “Fuel for Kids is the best, most unique and differentiated community giveback program I’ve ever seen, so the fit with Fortinos’ franchisees was obvious.”
General Mills Canada
General Mills Canada has a long history of encouraging and empowering its employees to apply their skills, expertise and passion to strengthen their communities. That translates to a national volunteerism rate of 85%, with employees volunteering their time in company-sponsored opportunities including Global Volunteer Week, its Breakfast for Kids program and clothing drives. In addition, General Mills offers a year-round gift-matching program for employees to donate to causes they care about with a dollar-for-dollar donation match of up to US$1,000. “Giving back to our local communities is something that is just a part of who we are at General Mills Canada,” explains Vince Mendes de Franca, president of General Mills Canada. “We are always seeking out new opportunities to make an even bigger impact each year.”
From 2023 to 2024, General Mills Canada ushered in a few new initiatives. The company donated 1,500 units of Lucky Charms to Achilles Canada, a non-profit that provides people with disabilities an opportunity to experience the benefits of running. General Mills Canada also became a national sponsor of the Canadian Paralympics, inviting employees to participate in the ParaTough Cup, a fundraising event of the Paralympic Foundation of Canada where participants compete in parasports to help raise funds for and awareness of the Paralympic movement.
Kellanova Canada
Last year, Kellogg spun off its North American cereal business creating two Fortinos partnership with Fuel for Kids helps support schools within the communities in which the grocery retailer operates independent companies, including snacks powerhouse Kellanova. But, one thing that hasn’t changed is the Better Days Promise strategy, which has provided food to more than 1.8 billion people globally since 2015.
During the company’s transformation, Kellanova Canada has remained focused on helping communities across the country through consumer activations, employee giving efforts, donations and volunteer activities.
Highlights of these efforts include a relationship with Food Banks Canada and Toonies for Tummies, the latter of which provides schoolchildren in Ontario and Western Canada access to healthy breakfasts and mid-morning meals.
Most recently, Kellanova employees rolled up their sleeves for Day of Caring at Everdale Farm in Hillsburgh, Ont. and got their hands dirty by planting seeds and harvesting lettuce to give back to local food banks.
“As Kellanova carries the Better Days Promise into a new era, we are more committed than ever before to lead with our purpose, to create better days and a place at the table for everyone through our trusted food brands,” says Lores Tomé, head of corporate affairs at Kellanova Canada.
Maple Leaf Foods
Maple Leaf Foods launched the Maple Leaf Centre for Food Security in 2016 as a registered charity committed to reducing food insecurity in Canada by 50% by 2030. Since then, the Centre has funded more than 30 projects across the country, committing more than $13 million to increase access to nourishing food and reduce food insecurity.
“There is a food insecurity crisis in Canada, now affecting nine million people and one in four children. It’s natural for a food company to feel a connection to this issue, yet we know food charity will not solve food insecurity,” says Lynda Kuhn, purpose advisor at Maple Leaf and chair of the Maple Leaf Centre for Food Security. “It will take public and private sector collaboration, including vital policies and interventions to reduce economic, geographic, health and knowledge barriers to food security.”
The Centre’s actions range widely, so far including government advocacy, raising awareness through actions such as open letters in major Canadian newspapers, furthering research and collaboration through the Centre’s annual Food Security Symposium, awarding scholarships for graduate students researching food security, and more. “While the issue of food insecurity is worsening, we have established meaningful partnerships through the Centre that will advance our goal,” says Kuhn.
Mondelēz Canada
Mondelēz Canada launched its Cadbury Generosity Campaign to address food insecurity in Canada, supporting local food banks and providing a way for all Canadians to give back. The campaign took a multi-faceted approach that included in-store promotions and online initiatives. In stores, Cadbury pledged $100,000 to food banks and encouraged customers to double the donation by purchasing designated Cadbury products. And a limited-edition Cadbury Goodness Bar was introduced online, inviting consumers to donate anywhere between $10 and $1,000 to purchase the chocolate bar, with Cadbury matching dollar-for-dollar and all funds being donated to Food Banks Canada. The initiative raised $300,000, providing more than half a million meals for Canadians in need.
As part of the initiative, the company’s employees were invited to volunteer at local food banks, while customers were encouraged to nominate local food banks to receive donations, fostering a sense of community involvement and ownership. “It was important to us to find a way to support our local food banks and to involve our employees, retailer partners, franchisees, our suppliers and consumers from coast to coast,” says Stacey Biggar, marketing director at Mondelēz Canada. “We are so proud to lead this initiative.”
Kruger Products
The Kruger Big Assist program has been making a difference in Canadian families’ lives since 2020, donating more than $800,000 to support minor hockey associations in making hockey more accessible. “Hockey is woven into the fabric of our country, but the cost of the sport and lack of diversity are deterrents for families across Canada,” says Susan Irving, CMO of Kruger Products. “The Kruger Big Assist is a program that helps remove those barriers.”
This year, the program introduced a public voting element, engaging the Canadian public to rally their communities and vote on which regional winner should receive the $75,000 Kruger Big Assist Grand Prize (TASA Minor Hockey Association in Upper Tantallon, N.S. took the grand prize). Canadians could cast their vote for the minor hockey association they felt best demonstrated how they would make the game more accessible and inclusive. Kruger also expanded the program’s strategic partnerships this year, joining forces with Canadian hockey influencers to drive nominations, and introduced limited-edition packaging with proceeds from every specially marked pack going towards giving more kids access to hockey. “As a Canadian company, we’re proud to assist the communities we serve by giving all kids the chance to play Canada’s game,” says Irving.
Lactalis Canada
For the last three years, Lactalis Canada’s P’tit Québec brand has been empowering towns across Quebec that need a helping hand through its P’tits projets pas si p’tits (not-so-small, small projects) initiative.
Small towns don’t receive the same level of financial attention as big cities and, as a result, many projects go unfinished due to a lack of resources. Enter P’tit Québec. “This unique, locally focused initiative helps support communities with a hands-on approach, including repairing, building and enhancing community infrastructure,” says Vince Vetere, general manager, cheese and table spreads, Lactalis Canada.
Most recently, P’tit Québec spent more than $50,000 to help Sainte-Edwidgede-Clifton (population 546). Among the changes, the elementary school received a donation for school supplies and upgrades. An outdoor learning centre, new basketball court and a bike rack was added. The community pool got storage boxes full of new pool toys and floaties and hooks for hanging towels and personal belongings. The walking path received new lights, a bench and a dog waste station. And, a donation was made to a restaurant that serves free coffee to seniors. “We look forward to continuing to make a difference and strengthen community bonding in many more vibrant Quebec communities,” Vetere says.
Metro
Metro’s commitment to volunteerism made its latest “Because We Care” campaign a resounding success. The campaign helps address the critical issues of food insecurity and access to necessities. Nearly 370 Metro employees in Ontario and Quebec answered the call in 2023, donating more than 1,400 hours of their time to 15 charitable organizations in the two provinces, representing a 33% increase in participation from 2022.
Volunteer opportunities were made possible by Metro’s longstanding charity partners Centraide/United Way, Food Banks of Quebec, Feed Ontario and Second Harvest. Activities in Ontario included assisting with food sorting and distribution at Second Harvest, supporting efforts to alleviate hunger at Food Banks Mississauga, sorting food and providing essential services at Feed the Need Durham, and gardening and supporting campers at Camp Sunshine for Seniors on Ward’s Island in the Toronto Islands.
In Quebec, Metro employees volunteered with Centraide-affiliated charities and several other food banks in the Montreal area, doing landscaping, food sorting and meal preparation work. “This campaign exemplifies Metro’s caring culture, corporate responsibility and tangible impact,” says Marie-Claude Bacon, vice-president, public affairs and communications at Metro. “It’s more than just volunteering; it’s about embodying Metro’s commitment to nourishing well-being in communities.”
Pattison Food Group
With wildfires raging across British Columbia in the summer of 2023, Pattison Food Group’s office team focused on managing logistics, filling emergency orders and ensuring product integrity, while its Kelowna stores acted as hubs for the region. Team members worked around the clock to provide water and supplies to wildfire and conservation crews, emergency workers, local food banks and organizations, including the Red Cross.
Though many staff had evacuated, the grocery stores kept their doors open, even with skeleton crews, to ensure community members could access food, household essentials and medicines as needed. Staff cancelled holidays to help in stores and Pattison’s resource protection team delivered meals prepared by local stores to RCMP and wildfire and conservation crews. In addition to efforts on the ground, the grocer helped raise $64,000 in support of those affected by wildfires.
“While the fires brought devastation and uncertainty to so many, we just can’t express how proud we are of the way our team members went above and beyond to help those who had been affected and those who were risking their lives every day to get the fires under control,” says Heidi Ferriman, Pattison’s senior vice-president, people, marketing & corporate affairs.
Rabba Fine Foods
Through its Rabba Roots Community Giving Program, Ontario retailer Rabba Fine Foods regularly supplies food and essential items to those in need as part of its “Here for You” commitment.
This year, Rabba provided more than 250 pounds of ham and more than 5,400 eggs to help make Easter a little brighter for Greater Toronto Area families.
During the Super Bowl, Rabba hosted a dinner at The Good Shepherd Ministries to highlight the growing challenge of homelessness. The retailer also partnered with food rescue organization Second Harvest to collect and distribute grocery essentials.
Before the back-to-school rush, Rabba worked with Lassonde to donate several thousand organic juice boxes and SunRype Fruitsource fruit snacks to Food Banks Mississauga. And at Christmas, the grocer partnered with Maple Leaf Foods to provide more than 1,000 packages of bacon to the food bank.
“We love the neighbourhoods that we serve and have spent over 50 years making a local impact in each of our communities,” says Rima Rabba, the company’s head of marketing and leader of the Rabba Roots Community Giving Program. “As a family-owned independent grocer, we understand the irreplaceable role played by shops like ours and are always striving to do more each year.”
Upfield Canada
In 2020, Upfield Canada established the Becel Kind Hearts Fund, which is dedicated to fighting food insecurity in Canada. To achieve this goal, the fund donates $500,000 annually to food banks across Canada, where communities and clients experiencing food insecurity can get access to good food.
The fund also supports food rescue partners: an important initiative since nearly 60% of food produced for Canadians is lost and wasted annually. In September 2023, Loaves & Fishes Community Food Bank in Nanaimo, B.C., used the Becel Kind Hearts Fund’s $25,000 donation to invest in its food recovery system, allowing the organization to provide five dollars of good food for every dollar they received.
Whole Foods Market
Every year, Whole Foods donates millions of pounds of perishable and nonperishable food to local food banks and food rescue agencies across Canada. Last year alone, its Canadian stores donated enough food for nearly 835,000 meals.
Whole Foods Market foundations, Whole Cities and Whole Kids, work to further fulfil the grocer’s larger purpose to nourish people and the planet by helping to advance healthy food access, nutrition and economic opportunities. Last year, Whole Cities awarded $56,000 worth of grants to support non-profits focused on long-term healthy food access and nutrition education. “Our community-first approach champions homegrown solutions and respects local residents as leaders and co-creators,” says Whole Cities’ director of programs Dianna Purcell.
Whole Kids, which supports schools and inspires families to improve children’s nutrition and wellness, invested more than $1.4 million in 2023 to programs serving children in 155 schools. “Whole Kids is fuelling change in Canadian schools by getting healthy, local, sustainable food on the plates and minds of students,” says Whole Kids’ director of programs Kim Herrington. “We invest in opportunities that expand access to healthy food choices, connect kids to the roots of their food and encourage meaningful learning experiences that create lifelong healthy eating habits.”
Stong’s Market
For this B.C.-based grocer, supporting local communities and charities is a year-round commitment. In the past 12 months, some recipients of its checkout fundraising campaigns have included children’s hospice Canuck Place, Harvest Project, which helps vulnerable residents, and Food Stash Foundation, which rescues food close to its expiry date to redistribute to those in need.
Last year, Stong’s donated more than $23,000 to local communities through a combination of gift cards, products and sports sponsorships. It also provides an opportunity for parents to raise money for their children’s schools through their weekly grocery purchases. For all parents or faculties that spend money online at express.stongs.com, Stong’s donates 4% of their orders back to the Parent Advisory Council. That amounted to almost $15,000 for the 2022-2023 school year.
“We are thrilled to be an integrated part of the communities we serve in Vancouver, North Vancouver and Squamish,” says Brian Bradley, president of Stong’s Market. “The commitment of our staff and customers to give back throughout the year through donations, event and sports sponsorships, checkout fundraising as well as other initiatives is a privilege we embrace.”
UNFI Canada
“We’ve been donating food for as long as we’ve been in business,” says Brianne Arnott, UNFI Canada’s director, marketing, branding and communications. “This is important not only for the health of our community, but also a responsible environmental practice to divert as much from the landfill as possible.” In 2023 alone, UNFI Canada donated 225,000 pounds of food to food banks.
But, food donation is just one aspect of UNFI’s “Better for All” strategy. It also has a financial donation matching program—UNFI matches 100% of donations made by employees on Giving Tuesday, as well as during the organization’s fall food drive and toy drive campaigns— along with a strong volunteering program, in which every full-time salaried employee is given 16 hours of paid time off each year to volunteer at a non-profit of their choice. Collectively, the UNFI Canada team volunteered 875 hours last fiscal year, and this year they’re targeting a collective total of 1,100 hours.
“When associates have the time and the support of their company, it makes doing the work so much easier,” says Arnott. “Working on something different with your peers, giving your time to a cause you believe in and knowing that it’s helping others just makes you feel good.”
Vince’s Market
Running since 2018, the Community Project Initiative is a program developed by Vince’s Market to leverage its vendor community and make a positive impact on local organizations in the four markets it operates. Since launching, it has become a trifecta of customers, grocery team members and suppliers working together to give back, with $150,000 raised and distributed to local organizations over the last six years.
Each year, Vince’s creates six periods of time where select vendors become period sponsors. Their “community product” is advertised for that entire period and 15% of its gross sales are earmarked for donation to a designated charity. This year, that organization is Toonies for Tummies, which helps bring healthy breakfasts and snacks to schoolchildren. Vince’s also hosts a fundraising summer barbecue for customers where these partner vendors participate.
READ: Vince’s Market hosts BBQ in support of Toonies for Tummies
“The domino effect is ideal as everyone knows if they participate the funds will grow,” says Maria Ciarlandini, ambassador community support and finance administrator at Vince’s Market. “We try and find organizations that serve our four communities, and this year we’ve already reached our highest midpoint ever [in funds raised for the year].”
The grocer also hosts an annual vendor’s meeting to recognize suppliers for their contributions.
Winners of the 2024 Impact Awards are featured in Canadian Grocer’s August issue.
