...Canadian Association of Food Banks rebrands itself as Food Banks
Canada on World Food Day...
TORONTO, Oct. 16 /CNW/ - WORLD FOOD DAY - The national charitable
organization representing the food bank community across Canada, the Canadian
Association of Food Banks has a new name, Food Banks Canada. The new name will
be officially announced at a World Food Day event held in Toronto today to
raise awareness of the issue of hunger in Canada.
"To better focus on our mandate to reduce hunger in Canada, our
association has undergone a significant transformation reflected by our new,
more impactful name," says Katharine Schmidt, Executive Director, Food Banks
Canada. "We couldn't think of a more appropriate day than World Food Day to
share our renewed focus and bring attention to the sad reality of the hungry
in Canada. In a country as affluent as ours, it is a distressing fact that so
many are affected by food insecurity."
The name change will better communicate the organization's mission and
goals to support its ten provincial food bank associations, over 450 Affiliate
Member food banks, and more than 720,000 Canadians who access food banks each
month. Established in 1988, Food Banks Canada conducts research, engages in
public education and advocates for public policy change to reduce hunger in
Canada. Each year it publishes HungerCount, a national survey of food banks in
"Having used a food bank I know the challenge of being hungry even in a
country as prosperous as Canada," says Connie Harrison, a food bank client.
"In the spirit of World Food Day, I send out a challenge to urge Canadians to
do what you can to help fight hunger in your backyard and across this country
by giving food or donating money to your local food bank."
Launched by the Food and Agriculture Organization (FAO) of the United
Nations, the goal of World Food Day is to raise awareness of those living with
food insecurity around the world. Guest speakers at this morning's World Food
Day event in Toronto will include Dr. Michael Hall, Vice President, Research
of Imagine Canada and Blake Johnston, Vice President, Governmental Affairs,
Food and Consumer Products of Canada.
In addition to the new name, Food Banks Canada will also unveil its new
logo today which features bold black font complemented by a yellow and orange
fork and spoon. The tagline reads "for our nation's hungry."
In collaboration with the organization's internal staff and Board of
Directors, Mississauga-based Bridgemark Branding & Strategic Design and
Toronto-based BC3 Strategies contributed their expertise in creating the
rebranding strategy and overall brand development.
About Food Banks Canada
Food Banks Canada, formerly the Canadian Association of Food Banks, is a
national charitable organization representing the food bank community across
Canada. More than 720,000 people access food banks each month - 39 per cent
are children. Food Banks Canada conducts research, engages in public education
and advocates for public policy change to eliminate the causes of hunger and
poverty in Canada. In 2007, Food Banks Canada acquired and shared 8 million
pounds of food industry donations through its National Food Sharing System for
hungry Canadians. For more information visit www.foodbankscanada.ca.
For further information:
For further information: Marzena Gersho, Food Banks Canada, (416)
203-9241 ext. 28, firstname.lastname@example.org; Katherine Clark, Cathy Cowan,
Cowan & Company, (416) 462-8773 ext. 44, email@example.com