Loblaw food drive challenges Canadians to 'Think Fresh'
Loblaw food drive challenges Canadians to 'Think Fresh'
The holiday season is synonymous with families gathering to enjoy home-cooked meals, but for more than 850,000 Canadians, one-third of which are children, their holiday menu will be determined by what is available at local food banks across Canada, according to Food Banks Canada Hunger Count 2015.
According to the Loblaw Holiday Food Drive Survey, 84 percent of Canadians plan to donate to a food bank this holiday season; however, many do not understand the importance of cash donations or associate them with fresh foods — just 24 percent believe money donated is for purchasing fresh foods.
The data come in contrast to Canadians' feelings toward fresh foods as part of their holiday meal: 87 percent of Canadians believe that half or more of the dishes on the table for their holiday meal will be fresh items and more than three-quarters of Canadians, 76 percent, believe it would be very or somewhat difficult to meet all of their nutritional requirements with canned and processed foods.
"Fresh foods are at the core of our business and it is our responsibility to advocate for increased access for all Canadians," Sonya Fiorini, senior director of corporate social responsibility, Loblaw companies Ltd., said in a press release. "Our survey shows that less than 20 per cent of Canadians plan to contribute financially to food banks this year, which could limit the fresh food available and leave holes on holiday tables across the country. We are urging our customers to join with us in an effort to provide more fresh meals this holiday season."
Understanding the importance of fresh food for any holiday meal, Loblaw is using the annual Holiday Food Drive to increase awareness of a non-perishable most Canadians don't consider: money.
"Imagine a holiday meal without fresh food," Katharine Schmidt, executive director of Food Banks Canada, said in the release. "No turkey, no colourful assortment of farm-fresh greens — for many Canadian families, this is a reality. Monetary donations give food banks the flexibility to provide more fresh items for people in need, and to purchase other food or personal care products they may be lacking."
Since launching in 2009, Loblaw's Food Drives have raised $10.8 million and 10.7 million pounds of food to help Canadian families. Loblaw has set a goal to raise $1.5 million and 1 million pounds of food for Canadian food banks during the 2015 holiday season through local food drives at Real Canadian Superstore, Loblaws, No Frills, Zehrs, Atlantic Superstore and Your Independent Grocer locations across Canada.
