Sobeys launches Canada's Biggest Potluck Party

Encouraging Canadians to get cooking in celebration of Food Revolution Day

STELLARTON, NS, April 29, 2014 /CNW/ - Sobeys launched Canada's Biggest Potluck Party this week, challenging Canadians to host or join a potluck leading up to Jamie Oliver's Food Revolution Day on May 16.

"Food Revolution Day is a day of global action dedicated this year to teaching kids where their food comes from, how to cook it and how it affects their bodies," says Jamie Oliver. "I'd love to see thousands of Canadians join together in the next couple of weeks cooking and sharing meals that they have made from scratch and demonstrating how easy it is to make better food choices for life."

Canadians from coast to coast are invited to cook and share a meal together with family and friends. When participants share a post or photo of their potluck on Twitter or Instagram with the hashtags #PotluckChallenge and #FRD2014, Sobeys will donate $1 to the Children's Aid Foundation's Cooking Toward Independence Project, up to a maximum of $25,000.

This new initiative will improve the lives of young people leaving the child welfare system across Canada when they turn 18 by funding cooking skills workshops that teach them how to prepare nutritious, affordable meals.

"We're so grateful to Sobeys for their support of this new program. The funds raised from Canada's Biggest Potluck Party will help young adults learn a valuable life skill," said Valerie McMurtry, president and CEO, Children's Aid Foundation. "These young people are faced with the overwhelming task of establishing their independence having grown up with little or no family support and this project provides them with a step in the right direction to achieving a happy and healthy life."

Canadians are invited to visit www.betterfoodforall.com now until May 16 to register their potluck and access a potluck planner -- a tool designed to help every step of the way, from building a guest list, to organizing menus and pledging support.

"Research we conducted earlier this year revealed that only one in five Canadians are preparing at least one meal a day from scratch and we want to see that number increase and inspire more Canadians to get in the kitchen," said Doug Brummer, Senior Vice President of Marketing, Sobeys Inc. "We think a potluck party is the perfect occasion to bring people together and share a meal made with better food."

Food Revolution Day is a campaign initiated by celebrity chef Jamie Oliver, aimed at raising awareness of the importance of educating people about food and how to cook it. Since 2012, 74 countries have taken part and over 900 ambassadors are championing the cause worldwide.

About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 106 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawton's Drug Stores as well as more than 330 retail fuel locations. Sobeys and its franchise affiliates employ more than 124,000 people. The company's goal is to be widely recognized as the best food retailer and workplace environment in Canada. More information on Sobeys Inc. can be found at www.sobeyscorporate.com

About Children's Aid Foundation
An astonishing number of children in Canada are at risk and need our help. Many suffer in poverty, while others have been victims of abuse and neglect. A staggering 76,000 of them live in foster homes or a residential facility. The mission of the Children's Aid Foundation is to fund programs that give them skills and hope for a promising future. Learn more at www.cafdn.org.

About Jamie Oliver
Jamie Oliver is a phenomenon in the world of food. Most famous for his Emmy-Award winning television series, Jamie Oliver's Food Revolution on CBC, Jamie has become a campaigner for better school food and food education. The Jamie Oliver Food Foundation has created an annual global day of action - Food Revolution Day www.foodrevolutionday.com - inspiring people all over the world to stand up for real food, and Canada has been one of the most active countries for the past two years.

His television programs are broadcast on Food Network Canada and the accompanying bestselling cookbooks are published by HarperCollins Canada. Jamie lives in London and Essex with his wife, Jools, and their children, Poppy, Daisy, Petal and Buddy.


SOURCE Sobeys Inc.

For further information:

Allison Colalillo
High Road Communications for Sobeys Inc.
Allison.Colalillo@highroad.com
416-644-1644