President's Choice® Children's Charity kicks off spring fundraising campaign

REGINA, SK, Feb. 11, 2014 /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 Friday, February 14. 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 Saskatchewan including Real Canadian Superstore®, Real Canadian Wholesale Club®, Extra Foods®, Your Independent Grocer® and nofrills® or online at www.pc.ca/charity.

The campaign runs from February 14 -27.

"Our goal at President's Choice® Children's Charity is to help kids do anything, which we've been able to do year after year with the help of our Saskatchewan customers," said Steve Strive, member of President's Choice® Children's Charity Board of Directors and vice-president, Real Canadian Superstore® and nofrills®, West, Loblaw Companies Limited. "This year, we've increased our fundraising ambitions with the hopes of helping more kids."

President's Choice® Children's Charity's goal is to raise $2.75 million nationally. One hundred per cent of the money raised will go towards helping local kids and their families. In 2013, thanks to the generosity of customers, donors and the support of employees in Saskatchewan, President's Choice® Children's Charity awarded more than $430,000 to 38 physically or developmental challenged children and their families and 129 nutrition programs focused on the fight against childhood hunger serving more than 22,385 children across the province.

Loblaw Companies Limited has five corporate social responsibility goals, including Make a Positive Difference in the Community. President's Choice® Children's Charity fundraising is just one example of how Loblaw banner stores continue to be active in communities on national, regional and local levels.

For more information about President's Choice® Children's Charity or 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 celebrating 25 years 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 $100 million, supporting more than 1.8 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 further information:

For more information or to schedule an interview:
Loblaw Public Relations on behalf of President's Choice® Children's Charity
pr@loblaw.ca
(905) 459-2500