Atlantic Canadians donate $400K to President's Choice® Children's Charity

HALIFAX, Oct. 2, 2013 /CNW/ - President's Choice® Children's Charity is pleased to announce that its Your Small Change Can Make a Big One campaign held at participating Loblaw banner grocery stores like Atlantic Superstore®, nofrills®, Atlantic Save-Easy® and Dominion® (in Newfoundland and Labrador) across Atlantic Canada  has raised more than $400K. All money raised will go toward nutrition programs aimed at fighting childhood hunger and families whose children have physical or developmental disabilities in Atlantic Canada. Nationally, Loblaw banner grocery store customers donated more than $2.49 million as part of the fall 2013 campaign.

"The support from our customers across Atlantic Canada has always been tremendous, but this year's campaign has been the best one so far," said Colin Nicolle, member of President's Choice® Children's Charity Board of Directors and vice-president, Pricing and Promotions, Atlantic, Loblaw Companies Limited.

"We would like to thank Loblaw customers for their generosity. These funds will make a big difference in helping kids across Canada live to their full potential and the fight against childhood hunger," said Peggy Hornell, executive director, President's Choice® Children's Charity.

The primary way President's Choice® Children's Charity's helps in the fight against childhood hunger is 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 in Canada, 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."

In 2012, thanks to the generosity of customers, donors and the support of employees in Atlantic Canada, President's Choice® Children's Charity awarded $1.73 million to 101 children with disabilities and 518 nutrition programs that serve more than 51,300 students across Atlantic Canada.

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.

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, reaching 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 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

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President's Choice Children's Charity

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