Sobeys 'Gets It Started' with Second Annual Fill the Food Bank, Fuel the Community Campaign

HALIFAX, Nov. 14, 2011 /CNW/ - Sobeys is under way with its second annual, Fill the Food Bank, Fuel the Community campaign in support of food banks across Atlantic Canada.

To kick things off, four Sobeys stores in Atlantic Canada held flash mobs today; catching customers by surprise as more than 150 people in each location broke out in a choreographed dance to Let's Get It Started by the Black Eyed Peas.

"We're revved up and excited to get our 2011 campaign started," remarked Joy Hoyles, Store Manager of Sobeys on Merrymeeting Road, St. John's - one of four stores that hosted a flash mob event. "Filling the food bank is important to Sobeys year-round, but we all know the need during the holidays is even greater. Here at our store on Merrymeeting Road, and across Atlantic Canada, our teams are ready to help fill the food banks' shelves."

Other flash mob host locations included Sobeys stores at Clayton Park, Halifax, NS; University Avenue, Charlottetown, PEI; and Vaughan Harvey Boulevard, Moncton, NB.

The Fill the Food Bank campaign runs until December 1st throughout Sobeys' network of more than 300 stores, warehouses and office locations. All food donations and funds raised will support food banks across Atlantic Canada.

"Last year our network of stores and offices raised more than $1 million in food and funds for Atlantic food banks thanks to the incredible support of our employees, customers and suppliers," said Cindy Stevens, Vice President of Marketing for Sobeys in the Atlantic region.  "We know the demand for food bank services is on the rise, and we are delighted to rally together to do it again."

Sobeys will host community fundraising initiatives at retail locations including Sobeys, Foodland, Price Chopper, Needs, Clover Farms and Fast Fuel stores. Employees, suppliers and customers are invited to support food banks through food donations and fundraising initiatives taking place throughout the region.

About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 104 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,300 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, and Thrifty Foods, as well as Lawton's Drug Stores. Sobeys and its franchise affiliates employ more than 95,000 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.

SOURCE Sobeys Atlantic

For further information:

Shauna Turple
Manager Communications and Corporate Affairs
Sobeys Atlantic
(902) 752-8371 ext. 8118
shauna.turple@sobeys.com

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