President's Choice® Children's Charity helps fight childhood hunger

HALIFAX, Sept. 13, 2013 /CNW/ - In grocery stores across the country, the President's Choice^® Children's Charity's Your Small Change Can Make a Big One campaign starts today.  This campaign aims to raise funds to fight childhood hunger, as well as help families whose children have physical or developmental disabilities.

Customers can provide support by donating $2 at the checkout at participating Loblaw banner grocery stores in Nova Scotia like, Atlantic Superstore^®, nofrills^® and Atlantic Save-Easy^® or online at www.pc.ca/charity. The campaign runs from September 13 - 26.

"President's Choice^® Children's Charity strives to help kids live up to their full potential and when children go to school hungry that just isn't possible," said Colin Nicolle, member of President's Choice^® Children's Charity Board of Directors and vice-president, Pricing and Promotions, Atlantic, Loblaw Companies Limited (Loblaw). "Funds raised during the next two weeks will go to help children in our communities get access to healthy breakfasts, lunches and snacks."

President's Choice^® Children's Charity's fight against childhood hunger is primarily delivered through a long-term premier sponsorship of Breakfast for Learning and the PCCC Basic Needs Brighter Future Program in partnership with Boys & Girls Clubs of Canada.

"Research has shown that 31 per cent of elementary school students and 62 per cent of secondary school students do not eat breakfast on a daily basis. While there are many reasons children go to school hungry, we know that school nutrition programs provide one solution," said Samantha David, Executive Director at Breakfast for Learning.  "President's Choice^® Children's Charity has been instrumental in helping us support the nutritional health and long term well-being of Canadian children."

President's Choice^® Children's Charity's goal is to raise $5 million nationally. To help reach this goal, Loblaw Companies will donate $1 million and is supporting an employee led fundraising campaign, with raffles, bake sales and a special challenge by four executives who will spend a day without food, to raise money.

One hundred per cent of the money raised goes towards supporting nutrition programs, as well as children with developmental or physical disabilities. In 2012, thanks to the generosity of customers, donors and the support of employees in Nova Scotia, President's Choice^® Children's Charity awarded $634K to 59 families and 127 nutrition programs that serve more than 16,000 students across the province.

Make a Positive Difference in the Community is one of the five corporate social responsibility principles that shape the way Loblaw conducts business. Fundraising initiatives in support of President's Choice^® Children's Charity is just one example of how Loblaw banner stores continue to be active in communities on national, regional and local levels. Among other activities, Loblaw banner stores host national food drives to help address hunger across Canada.

For more information about President's Choice^® Children's Charity and to apply for a grant please visit www.pc.ca/charity or call 1-866-996-9918.

About President's Choice^® Children's Charity
President's Choice^® Children's Charity is committed to helping children across Canada, with a focus on supporting children with disabilities and fighting childhood hunger. The cost of administration and operations of the Charity is funded by Loblaw Companies Limited, ensuring that 100 per cent of every dollar donated goes to helping kids and their families. The Charity offers funding across Canada and dollars are granted in the region in which they are raised. Since 1989, the Charity has awarded more than $86 million, supporting more than 1.3 million children. For more information on the President's Choice^® Children's Charity or to donate online, visit pc.ca/charity.

About Loblaw Companies Limited (TSX: L)
Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food retailer and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ more than 134,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice^®, no name^® and Joe Fresh^® brands. In addition, the Company makes available to consumers President's Choice Financial^® services and offers the PC^® points and PC Plus™ loyalty program.

SOURCE: President's Choice Children's Charity

For more information or to schedule an interview: 
Loblaw Public Relations on behalf of President's Choice^® Children's Charity

Mark Boudreau, Director, Corporate Affairs
[email protected]  or [phone]

[email protected]