The industry shows up to help kids

Grocery leaders from Sobeys, Metro, Longo’s make breakfast for kids in support of Toonies for Tummies
Shellee Fitzgerald
Shellee Fitzgerald

Breakfast looked a little different for the kids at Holy Trinity Catholic School in suburban Toronto on Thursday (Feb. 9) morning – it was prepared by some big names in the grocery industry, who showed up to support Toonies for Tummies

Organized by The Grocery Foundation, the event saw 50 leaders from companies such as Sobeys, Metro, Longo’s, UNFI, Conagra, Lactalis, Campbell Soup Company turn up bright and early to serve up a nutritious breakfast of eggs, toast, fruit and cereal to 500 of the school’s students. 

“It’s really great that we can come together to support things like Toonies for Tummies and Kids Help Phone,” said Empire president and CEO Michael Medline, who is also chair of The Grocery Foundation. He added the event was a reminder of the importance of the Foundation’s work and that it was great to see retailers and suppliers working together to do something special. “A few times a year we put down our swords and we pitch in together.”

The event also capped off the 2022 Toonies for Tummies campaign, which raised $4 million; crucial funds that support student nutrition programs in Canada. Launched more than two decades ago, the Toonies for Tummies program raises money at in-store checkouts (where shoppers are invited to donate $2 during the campaign) and online with 100% of donations going to feed kids in need. 

“We wouldn’t be able to do what we do without your support so we’re very thankful to all the retailers and CPGs in the room today,” said Shaun McKenna, the Foundation’s executive director. He added that Toonies for Tummies supports close to 3,000 school breakfast programs.

The breakfast event comes on the heels of The Grocery Foundation's Night to Nurture gala, which was held at the Metro Toronto Convention Centre in late January.

Some photos from the morning:

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