2025 Impact Award winners: Community
Now in its fifth 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 40 winners in 2025 for making a positive impact in the areas of sustainability, supporting employees, diversity, equity & inclusion and community. In addition, several recipients were honoured with the inaugural Impact Champion award for their exceptional impact across multiple areas.
See the full list of winners here.
Seventeen companies won in the category of community. Here’s why:
Blind Bay Village Grocer
On Dec. 1, 2024, B.C.’s Blind Bay Village Grocer turned its parking lot into a hub of holiday cheer with its first-ever Love Local Holiday Market. Led by the grocer’s president James Inglis, the event welcomed 33 local vendors offering food and beverages, candles, arts and crafts, clothing, gifts, chocolates and holiday items. To encourage involvement and support, there was no charge for vendors to participate. “Our core philosophy, ‘Love Local,’ was the driving force behind the Holiday Market,” explains Inglis. “This event served as a platform to support local, small businesses during the holiday season and foster community spirit in a fun, safe environment.”
The holiday market exceeded everyone’s expectations as vendors, customers and community members alike expressed positive feedback. Children received oranges and candy canes, bonfires crackled and festive music played, while Inglis and store manager Mervin Ocampo boosted the holiday spirit by dressing as Santa’s elves. “Witnessing genuine smiles, hearing hearty laughter and feeling the infectious energy radiating throughout the venue was incredibly rewarding,” says Inglis. “The joyous vibe we had envisioned was not just achieved, it enveloped the entire event.”
Calgary Co-op
The Calgary Co-op Foundation is no stranger to charitable efforts, having supported community outreach since 1983. But, in 2021, the company leaned into its focus on combating food insecurity and launched its Fresh Food Rescue program.
It’s a program that has expanded since its inception and, beyond financial support, the grocery retailer has provided $12.7 million in donated fresh food in 2024, ensuring nutritious food reaches those who need it most while also reducing unnecessary waste.
Originally piloted at six stores, Fresh Food Rescue has expanded to all 22 Calgary Co-op Food Centres and extended its reach into communities such as Airdrie, High River and Wheatland County.
In addition to Fresh Food Rescue, Calgary Co-op backs initiatives such as Seniors’ Thrive Brown Bagging for Calgary’s Kids and Make Happy Tummies, a national campaign where the company ranked among the top fundraisers for grocers of its size. “Being a trusted community partner is important to our members. That’s why initiatives like Fresh Food Rescue matter so deeply—they tackle food insecurity and food waste at the same time,” says Penney McTaggart Cowan, vice-president, marketing and member experiences.
Carlton Cards
Carlton Cards’ fourth annual Support Mental Health campaign in 2024 was its most successful yet, raising $205,000 for the Canadian Mental Health Association (CMHA)—bringing total contributions since 2021 to $435,000. “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 our team in Canada,” says Carlton Cards president Paul Werynski, “contributing meaningfully to our purpose of making the world a more thoughtful and caring place.”
Every year during the month of October, Carlton Cards donates a portion of proceeds from greeting cards sold at participating retail partners across Canada to the CMHA. While this campaign has been going on for several years, this past year’s efforts included several new elements to amplify both reach and community engagement: there was a weekly social media contest showcasing a themed connection challenge to promote self-care and connection, while a new Connection Calendar was available for download on Carlton Cards’ website. And at a special in-person event at a retail partner’s head office, employees wrote messages in cards to loved ones, each mailed at no cost by Carlton Cards.
Coke Canada Bottling
Coke Canada Bottling, alongside The Coca-Cola Company, blended purpose with performance in its 2024 “Canada’s Kindest Community” campaign, sparking thousands of acts of kindness, strengthening local ties and driving a 2.2% lift in holiday sales.
Launched on World Kindness Day (Nov. 13) and integrated into the Coca-Cola Holiday Caravan tour, the campaign invited Canadians to share stories of generosity and nominate their communities. Nearly 600 submissions poured in, with Jarvis, Ont. earning the title and a $50,000 donation to the Norfolk Community Foundation. “As a family-owned, Canadian business, our purpose and growth are rooted in earning our social license to operate,” says Tony Chow, president of Coke Canada Bottling. “We united our customers, consumers and communities in the joy of the season.”
The campaign involved 180 activations, 650 volunteers and a coast-to-coast retail push that turned grocers into holiday hubs. Walmart led with 360-degree omnichannel support, driving a 37% boost in displays and a 1.2-point gain in market share—19% above target.
Set to return this year, Chow says, “We believe kindness is contagious,” and hopes “that through the magic of the Caravan, Canadians will continue to be inspired to make meaningful contributions in their communities.”
Conagra Brands Canada
Conagra Brands Canada continued to build upon its strong foundation of giving back this year. “Having the opportunity to help the communities in which we live and work is a privilege and definitely part of the Conagra culture,” says Caroline Nadeau, general manager, Canada.
The company’s “Month of Service” (now actually two months, April and May) has long been a cornerstone of Conagra’s outreach efforts, and 2025 was no exception. “In 2025, Conagra’s Month of Service across Canada, Mexico and the U.S. resulted in 5,473 total volunteer hours, 117 unique projects with 62 unique organizations and 284,271 total pounds of food distributed,” says Tonya Moncrieffe, director of human resources.
But Conagra’s giving spirit goes well beyond those two months. Over the past year, Conagra employees volunteered with key organizations such as Seva Food Bank, Food Banks Mississauga, Dresden Community Food Bank and more. Other recent highlights include Conagra employees raising more than $28,000 to support the company’s United Way campaign and more than $17,000 to Hockey Helps the Homeless. Conagra Brands Canada also earned the 2025 Food Rescue Award from Second Harvest. “Sharing our time and/or resources in order to fight food insecurity and build overall stronger communities is something we continuously strive to do,” says Nadeau.
Danone Canada
One in three Canadian children are at risk of starting their day on an empty stomach—a challenge Danone Canada has been addressing through its nearly 30-year partnership with the Breakfast Club of Canada.
As part of this commitment, Danone Canada launched the Feed a Child Challenge, a nationwide effort designed to maximize support for school breakfast programs and to empower employee and partner participation.
Danone Canada raised $70,000 in last year’s campaign through an auction, peer-to-peer fundraising and partnership pledges, providing approximately 35,000 breakfasts for children nationwide.
A raffle component has been introduced in the new campaign, which began June 30. It offers low-cost donation opportunities and free entries for Danone employees who volunteer with the Breakfast Club or at local food banks.
The Feed a Child Challenge “has grown and evolved over the years, reflecting the unwavering dedication of our employees and our enduring commitment to fighting childhood food insecurity,” says Iannick Melançon, senior vice-president, customer and commercial sales at Danone Canada.
Melançon says the campaign goes beyond fundraising by engaging Danone’s teams, partners and communities. “This campaign creates meaningful connections and delivers real impact where it matters most. It’s about more than meals—it’s about nourishing futures and making a lasting difference.”
Farm Boy
Now in its second year, Farm Boy’s flagship charitable program, Nourish to Flourish, has scaled up its impact across Ontario schools, tripling its total grant funding and expanding to 46 school communities for the 2025-26 academic year.
Launched in summer 2024 to address student food insecurity and the need for early food education, Nourish to Flourish offers tiered grants for school meal programs and food literacy initiatives such as workshops and gardens. In its inaugural year, the program received more than 500 applications and awarded $55,000 in funding. This year, Farm Boy will distribute $161,000 in grants, reinforcing its commitment to equitable access to healthy food for Ontario’s youth.
“We launched Nourish to Flourish with a clear purpose of being good neighbours, but what’s truly moving is seeing how schools take these grants and turn them into something local, joyful and lasting,” says Alessandra Bisaillon, Farm Boy’s director of marketing and PR. “It’s a real reflection of community and creativity.”
The initiative is delivered in partnership with Sustain Ontario and Farm to Cafeteria Canada, and is supported by in-store fundraising, including a checkout campaign that wrapped up in June 2025.
Freson Bros.
When wildfires broke out in Jasper, Alta. in July 2024, the Jasper Volunteer Fire Brigade bravely stood on the front lines. And while Freson Bros. doesn’t operate a store in Jasper, the Alberta grocery chain quickly launched a heartfelt, province-wide fundraising campaign to show support. “We felt it was important to recognize and support the Jasper Volunteer Fire Brigade for their incredible work,” says Paul Lovsin, Hinton Hill store manager. “The strength and courage shown by those men and women was nothing short of extraordinary.”
From Aug. 2 to 15, all 17 store locations encouraged customers to donate in $5 increments at checkout, with the company matching contributions up to $50,000. The response was overwhelming: customers donated $99,275, bringing the total raised for the brigade to $149,275.
A spontaneous barbecue fundraiser hosted by one store in the early days of the evacuation helped set the tone for the campaign, which gained momentum thanks to effective cross-team coordination, strong in-store visibility and province-wide media amplification.
The campaign’s success not only strengthened ties with local communities, it also became a blueprint for how Freson Bros. can mobilize its stores quickly and effectively in times of crisis. “It was inspiring to see the entire province come together,” Lovsin says. “The outpouring of support and donations truly reflected the spirit of Alberta.”
General Mills Canada
Community service has long been a key ingredient in the values General Mills Canada upholds, with a history of supporting and encouraging employees to volunteer and give back.
The company boasts a national volunteerism rate that is consistently over 85%, with programs including its United Way Giving Campaign, Global Volunteer Week, Breakfast for Kids Program and World Food Day. This year it added initiatives, including a winter gear drive in support of a women’s shelter, a holiday toy drive and a kit-building session, where employees built 72 craft kits for a charity for children with autism.
Employees also participated in Letters to Elders with Sending Sunshine, providing companionship through handwritten cards to seniors. In December 2024, employees wrote more than 50 letters to be mailed out to elders across Canada.
“Over the past year, we’ve been proud to expand our impact with a growing number of local organizations,” says Vince Mendes de Franca, president, General Mills Canada. “These new partnerships have enabled us to support a broader range of causes in the communities where our employees generously invest their time, energy and passion to help those in need.”
Kraft Heinz Canada
Each year, Kraft Heinz Canada unites Canadians through Kraft Hockeyville, an initiative that invites communities to share heartfelt stories for a chance to win investment in their local arenas. Since 2006, the program has awarded more than $5.4 million to 101 communities and helped unlock more than $100 million in additional infrastructure funding. The result: stronger youth engagement, revitalized recreation spaces and lasting community pride.
“Kraft Hockeyville endures because it celebrates something uniquely Canadian—our love of hockey and the strength of our local communities,” says Simon Laroche, president, Kraft Heinz Canada. “The program brings Canadians together in the most meaningful way and is proof that when we rally together, magic happens.”
In 2024, more than 275 communities submitted about 15,000 nominations. A 10-week, in-store campaign built momentum nationwide, culminating in more than 32 million votes. Elliot Lake, Ont. was named the 2024 champion live on Hockey Night in Canada, earning $250,000 in arena upgrades, $10,000 in equipment and the chance to host an NHL pre-season game, held Sept. 24 in Sudbury, Ont.
The 2024 effort also laid the groundwork for a standout 2025 campaign, which wrapped in April, nearly doubling community participation and delivering its first Quebec winner since 2008.
Kruger Products
High costs pose a significant barrier to many Canadian families who would like to register their children in minor league hockey programs. Enter the Kruger Big Assist initiative, which has committed more than $1 million to make hockey more accessible and inclusive across Canada.
Since 2020, the program has donated funds to more than 50 minor hockey associations across the country and has helped more than 1,000 families access the sport.
“Since we launched the Kruger Big Assist five years ago, we’ve seen the tremendous impact the program has had on supporting minor hockey in communities across the country and getting more kids on the ice,” says Susan Irving, chief marketing officer at Kruger Products.
As part of the latest program, five Canadian minor hockey associations received $25,000 each to make hockey more accessible and inclusive in their communities. As decided by a public vote, North Halton Girls Hockey Association won an additional $75,000 grand prize.
Also new this year, Kruger Products introduced an in-store offer where consumers could redeem a limited-edition Kruger Big Assist toque by purchasing a specially marked product pack and uploading their receipt.
By removing financial barriers, Kruger is making the sport more accessible and inclusive for all, Irving says.
Kruger Products
The 2024 Cashmere Collection fundraiser, now in its 21st year, showcases elaborate, stylish designer creations made entirely from bathroom tissue. With an ongoing goal of raising awareness and funds for breast cancer, Kruger Products is a long-time partner with the Canadian Cancer Society and Quebec Breast Cancer Foundation, helping raise more than $5 million through the Cashmere Collection.
This year, Kruger launched a multi-phased integrated marketing campaign that, for the first time, included a stunt: A model walked Toronto streets wearing a past Cashmere Collection garment, creating immediate social buzz. Days later, during the Canadian Cancer Society’s Run for the Cure event, the model reappeared in the garment—this time with Cashmere officially taking ownership of the stunt across social channels. The campaign culminated in a spectacular runway event with top-tier media, influencers, VIPs, cancer survivors and celebrities all in attendance.
“As we entered the 21st year of this legacy campaign, we continued to challenge ourselves to keep it fresh and relevant—raising mass awareness and rallying Canadians to join the cause. With the addition of new designer talent, trailblazing ideas and innovative partnerships, we were able to elevate the campaign to new heights,” says Susan Irving, the company’s chief marketing officer.
Lactalis Canada
For the last 60 years, P’tit Québec cheese has been a mainstay in rural Quebec towns, many of which do not receive the same level of financial attention that big cities do when it comes to local initiatives that benefit citizens.
Realizing its role in Quebec, P’tit Québec has, through its P’tits projets pas si p’tits (Not-so-small, small projects) program, been helping small towns complete small projects that usually go unfinished due to lack of resources.
Last fall, in the fourth year of the campaign, P’tit Québec embarked on its most ambitious project—transforming the town of Delson’s church basement into the new P’tit Lounge. More than $65,000 was spent to create a community space with a coffee bar, kids’ corner, and new seating and lighting.
“Since 2021, P’tit Québec has been dedicated to strengthening communities across Quebec by creating spaces where people can come together, and Delson marked our biggest community project yet. To date, we have given over $200,000 to bring this vision to life,” says Vince Vetere, general manager, cheese and tablespreads at Lactalis Canada.
Demand for the initiative is growing and “we look forward to continuing to make a difference with this program—helping Quebecers one town at a time.”
Mike Dean Local Grocer
Serving small rural communities in Eastern Ontario and Western Quebec, Mike Dean Local Grocer’s impact reaches all the way to Nunavut—home to some of Canada’s most remote and food-insecure populations.
Since January 2019, the family-owned grocer has flown more than 6,000 food hampers annually to nearly every hamlet in the territory. The operation spans multiple airports and involves Arctic Fresh—an online food grocer in Nunavut that handles last-mile delivery—along with hundreds of volunteer hours from staff and local high school students who pack the hampers.
“We ship every week,” says owner Gordon Dean. “From the moment it leaves our warehouse to the end consumer, it might be in transit for five to 15 days.” Dean’s team has steadily increased the amount of fresh produce in those hampers, alongside shelf-stable staples. “The Far North doesn’t get enough perishables, so we’ve spent years figuring out how they can survive the long commute in the best shape possible,” he says.
Noting the socio-economic similarities between his store communities and those in Nunavut, Dean says the initiative is “really about community helping community. And we take great pride in making it happen efficiently and affordably, year after year.”
Save-On-Foods
In 2016, Save-On-Foods pledged to donate $15 million to the BC Children’s Hospital Foundation over a period of 10 years. But by the fall of 2024, two years ahead of schedule, the grocer had already reached its ambitious goal—an achievement reflecting the passion and dedication of Save-On-Foods’ team members and customers toward children’s health.
Save-On-Foods’ donations supported a variety of critical hospital priorities, including a first-of-its-kind immunization clinic, cutting-edge 3D echocardiography and a CO2 laser that helps reduce pain for young burn patients. And the fundraising was powered by countless fun, innovative grassroots efforts across stores and corporate offices. From barbecues to dunk tanks to Halloween pumpkin contests, team members came together with enthusiasm to fulfil the pledge. To celebrate reaching the big goal, 350 Save-On-Foods assistant managers broke a Guinness World Record by assembling 4,007 hospital care packages in just 20 minutes—and the company announced a new 10-year pledge to raise another $15 million for BC Children’s Hospital starting in 2025, this time aimed at youth mental health programs.
Tru Earth
What began as a crisis response in the early days of COVID-19 has evolved into a powerful ongoing effort to fight hygiene poverty by B.C.-based Tru Earth. In 2020, the eco-friendly laundry detergent company created its Tru Giving program to address urgent shortages of often-overlooked items such as laundry detergent among food banks and community organizations—and the program quickly proved too important to be temporary.
For every $25 of Tru Earth products purchased anywhere in the world, the organization donates enough laundry detergent to provide one person in need with clean clothes for a month. Since March 2020, the company has donated more than 57 million laundry strips globally. Tru Giving now works with more than 1,500 community organizations, including Food Banks Canada, Greater Vancouver Food Bank, Calgary Food Bank and Daily Bread Food Bank. In 2025, Tru Earth aims to donate more than 10 million laundry loads and expand to 750 new non-profit partners. “I am incredibly proud of what we’ve accomplished together with our retail partners and customers through Tru Giving,” says chief revenue officer John Murphy.
Vince's Market
In 2024, Vince’s Market became a certified Dementia Friendly Community (DFC), starting with the training of more than 75% of its customer-facing team members. “[It] was a combination of in-person and online learning,” says Maria Ciarlandini, community support ambassador at Vince’s Market.
To build on that momentum, Vince’s selected the Alzheimer Societies of York Region, Durham and Simcoe County as recipients of its Vince’s Community Product Initiative (#VCPI) for 2025. Across all four store locations, 15% of sales from partner brands, such as Maple Leaf Foods and Saputo, were directed toward supporting essential programs. As of early July, the initiative had raised more than $14,000 for caregiver support groups, educational workshops and respite services.
“Looking ahead, we aim to deepen our commitment through continued staff education with our DFC certification,” says Ciarlandini. She has also joined the Dementia Friendly Communities committee to help guide the program’s growth and ensure Vince’s Market remains a leader in dementia-friendly retail. “Our vision is to make dementia awareness a permanent pillar of our community engagement strategy,” she adds.
Winners of the 2025 Impact Awards are featured in Canadian Grocer’s August issue.
