Pinning Hopes on Daffodils

Loblaw a perennial partner for Daffodil Month, selling fresh daffodils across Ontario to support people living with cancer

TORONTO, March 31, 2016 /CNW/ - It must be April. Thousands of Canadian Cancer Society volunteers are fanning out across Ontario selling daffodil pins. There has never been more urgency in their steps. Canada's aging and growing population is forecasted to drive a 40 per cent increase in total cancer cases by 2030, further increasing demand for the Society's vital support services.

Buying and wearing daffodil pins provides much-needed donations and shows people living with cancer that they do not have to face the disease alone. Money raised during Daffodil Month helps patients and their families in communities across Ontario. Donations fund life-saving research, support services and other important work that means fewer people will be touched by the disease.

Ontarians can also buy live flowers and support Daffodil Month. Loblaw Companies Limited has again stepped up to support Daffodil Month. For every fresh-cut and potted daffodils sold, the grocer is donating $2. The flowers will be available at Loblaws®, Zehrs®, Valu-mart®, Real Canadian Superstore® and Your Independent Grocer® locations across the province starting today until April 17 or while supplies last.

"Loblaw's generous support for Daffodil Month is especially important this year," explains Susan Drodge, Director of Corporate Partnerships for the Canadian Cancer Society in Ontario. "As a charity, we must do whatever it takes to ensure we can meet the expected jump in demand for our support services over the next 15 years. It is comforting to have a partner like Loblaw in our corner."                                                                                    

The Daffodil Month partnership between the Canadian Cancer Society and Loblaw is in its third year. To date, more than $221,000 has been raised through this collaboration. Fresh cut daffodils will sell for $4.99 and potted daffodils for $5.99. For every bunch of fresh cut or potted daffodils sold, $2 will be donated to the Canadian Cancer Society.

This April, join the fight. Support Canadians living with cancer and buy fresh daffodils or a daffodil pin. Find out more at

About Daffodil Month
Daffodil Month, held every April, is a national fundraising campaign of the Canadian Cancer Society. During the month, volunteers are involved in numerous activities to raise vital funds for the fight against cancer.

Money raised during Daffodil Month helps cancer patients and their families in the local communities. Donations fund life-saving research, support services and other important work so that fewer Canadians will be touched by the disease.

About the Canadian Cancer Society
The Canadian Cancer Society is a national community-based organization dedicated to preventing cancer, saving lives and supporting people living with cancer through research funding, services and advocacy. We are Canada's largest charity fighting all types of cancer and leading authority on cancer statistics and information. To learn more, call 1 888-939-3333 or visit

Social media information
Twitter: @cancersociety
Facebook: CanadianCancerSociety
Hashtags: #JoinTheFight #DaffodilMonth

About Loblaw Companies Limited (TSX: L)
Loblaw Companies Limited is Canada's food and pharmacy leader, the nation's largest retailer, and the majority unitholder of Choice Properties Real Estate Investment Trust. Loblaw provides Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, banking, and wireless mobile products and services. With more than 2,300 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ approximately 192,000 full- and part-time employees, making it one of Canada's largest private sector employers.

Loblaw's purpose – Live Life Well – puts first the needs and well-being of Canadians who make one billion transactions annually in the companies' stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations; more than 1,050 grocery stores that span the value spectrum from discount to specialty; full-service pharmacies at more than 1,250 Shoppers Drug Mart and Pharmaprix locations and more than 500 Loblaw locations; no-fee banking with PC Financial; affordable Joe Fresh fashion and family apparel; and three of Canada's top consumer brands in Life Brand®, no name® and President's Choice®. Through the PC Plus™ and Shoppers Optimum® loyalty programs, more than one in every three Canadians are rewarded for shopping with the companies.

SOURCE Canadian Cancer Society (Ontario Division)

For further information: or to book an interview opportunity, please contact: For Canadian Cancer Society: Camille Beaubien, 416-323-7181,, Daniel Paquette, 416-413-7714,; For Loblaw Companies Limited: or 905-459-2500

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