One million dollars donated to children in Quebec to beat fight against hunger

The President's Choice® Children's Charity comes to the aid of Breakfast for Learning

LAVAL, QC, Jan. 22, 2016 /CNW Telbec/ - (TSX: L) – President's Choice® Children's Charity announced today that it is making a donation of one million dollars to non-profit organization Breakfast for Learning in order to support 29,371 children in Quebec. This money will be invested towards developing, implementing and supporting healthy eating programs in schools by offering 4,956,263 breakfasts, lunches and snacks to kids in need.

Hunger remains a very real problem across Quebec and its regions. The most recent HungerCount, published in Fall 2015, reveals that close to 400,000 people, including 150,000 children, go hungry every month in the province. "The health and well-being of children is a priority for Loblaw. We are pleased to help children to maximize their academic potential and to promote awareness of the importance of healthy eating, thanks to our partnership with Breakfast for Learning," said Johanne Héroux, Director of the President's Choice® Children's Charity in Quebec. "We would like to thank our loyal customers who contributed substantially, by participating in the Maxi "Aider un enfant c'est gagnant" lottery, to help raise just over one third of the amount that is being donated today."

Nutrition programs aren't just beneficial to children's nourishment; they also have a direct positive effect on their behaviour and success in school. Studies have shown that a nutritious and healthy diet helps children concentrate and solve problems in class while also stimulating creativity and performance in their studies.

"Our programs' success is very tangible. During the school year of 2014-2015, 90% of participating schools in Quebec observed an improvement in class behaviour and 80% said they witnessed an improvement in their students' success Moreover, 97% reported that their nutrition programs contributed to instilling better healthy eating habits in their students," said Marie-José Mastromonaco, Breakfast for Learning's regional manager. "We are very grateful to President's Choice® Children's Charity for the precious help they are offering with this donation. Thanks to Loblaw and the Charity, we can not only support our children's academic progress, but also teach them healthy eating habits that will last them a lifetime."

The announcement was made at Bois-Joli school in Laval in the presence of a number of dignitaries, such as Francine Charbonneau, Quebec's Minister of Families, Minister responsible for Seniors, Minister responsible for Anti-Bullying, Minister for the Laval region and Member of the National Assembly for Mille-Îles, who spoke to guests about the fundamental importance to our society of initiating children to healthy eating habits. Johanne Héroux, Director of the President's Choice® Children's Charity in Quebec and Guy St-Pierre, Vice-President, Maxi and Maxi & Cie, presented the donation to Marie-José Mastromonaco, Breakfast for Learning's regional manager.

About President's Choice® Children's Charity

For over 25 years, President's Choice® Children's Charity has been 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 $115 million, supporting more than 2.2 million children. For more information on the President's Choice® Children's Charity or to donate online, visit

About Loblaw Companies Limited

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.

Live life wellM

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 PC Financial® no-fee banking; 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 Loblaw Companies Limited

Image with caption: "Karine Sahakian - Policy Advisor of M. Fayçal El-Khoury, Member of Parliament for Laval-les-îles, Kathleen Gagnon – General manager at Centre de bénévolat et moisson Laval, Christiane Yoakim - Municipal Councillor for Val-des-Arbre’s district, Angelo Iacono - Member of Parliament for Alfred-Pellan, Francine Charbonneau - Québec’s Minister of Families, Minister responsible for Seniors, Minister responsible for Anti-Bullying, Minister responsible for the Laval region and MNA for Mille-Îles, Catia Pucci – Project Manager at Centre de bénévolat et moisson Laval, Louise Lortie - President of the Laval School Board, Guy St-Pierre - Vice President for Maxi, Maxi & Cie, Sylvie Piché – School Principal of Bois-Joli, Marc Demers, Laval Mayor, Marie-José Mastromonaco - Regional Manager for Breakfast for Learning, Vicken Darakdjian - Policy Advisor of Eva Nassif, Member of Parliament for Vimy, as well as students of Bois-Joli School. (CNW Group/Loblaw Companies Limited)". Image available at:

For further information: To schedule an interview, media are invited to contact: Émilie Lafond, SYRUS, 514 935-2777 ext. 212,; Valérie Dubuc, Specialist, Corporate Affairs and Communications, Provigo, member of Loblaw Group, ou 514 383-8800, ext. 646157


Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890