Farm Boy joins ‘Feed the Dream’ campaign in support of Team Canada and Ontario athletes
Farm Boy has announced its participation in its parent company's, Empire Company Limited, “Feed the Dream” campaign, with a "Farm Boy fresh twist".
In its inaugural year participating, the grocer is celebrating the 2026 Milano Cortina Olympic Games by supporting Team Canada and Ontario youth.
As a part of the campaign, Farm Boy is awarding two “Farm Boy Feed The Dream Grants”, each valued at $10,000. The grant offers youth and their families funds to purchase groceries and sport-related costs.
The grants, which “bring the campaign into local communities by inviting nominations and highlighting real stories, reinforces Farm Boy’s close connection to the neighbourhoods it serves,” Alessandra Bisaillon, director of marketing and media relations, Farm Boy Company Inc., told Canadian Grocer.
Ontarians are invited to nominate youth in their local community by sharing their stories. Applications for the "Farm Boy Feed The Dream Grant" will be open until Feb. 15.
Farm Boy has also partnered with two Ontario-born Olympic athletes, Ivanie Blondin and Renata Fast. The stories of these athletes will be featured in Farm Boy’s digital content and campaign storytelling.
The campaign is built around storytelling that connects athletes, youth and communities.
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“At Farm Boy we believe that strong values are the start of building and growing opportunity, and unparalleled, sustained success is built with the support of strong communities,” Shawn Linton, president and general manager, Farm Boy Company Inc., told Canadian Grocer. “We are proud to support our Team Canada athletes in the upcoming Olympic Games as well as nourish the dreams that inspire youth in communities across Ontario.”
Activations include in-store signage and merchandising, digital content and social media, designed to meet customers where they already engage with the brand.
