President's Choice(R) Children's Charity challenges customers and colleagues to make a kid smile with highest campaign target to date

    Support the Give a KID a SMILE A Toonie at a Time program
    to help address growing needs of children with disabilities

    BRAMPTON, ON, Sept. 9 /CNW/ - Ever wonder how far a toonie can go? For a
child with a disability a toonie can help purchase equipment to improve
communication with others, physical therapy to improve mobility and accessible
transportation to help them get around easier. Starting tomorrow until
September 26, customers shopping at corporate and participating Loblaw
Companies Limited (Loblaw) franchised stores are asked to donate $2 to
President's Choice(R) Children's Charity by purchasing Give a KID a SMILE A
Toonie at a Time paper icons at store check-outs.
    The President's Choice(R) Children's Charity paper icon sale is a
fundraising program that takes place twice a year in the spring and the fall.
During the spring icon sale, Loblaw customers surpassed expectations by
donating $2 million to President's Choice(R) Children's Charity. During this
fall's icon sale, Give a KID a SMILE A Toonie at a Time, Loblaw is reaching
out to customers in hopes of raising another $2 million for the Charity as
well as encouraging Loblaw colleagues to get in on the action by donating $2
million dollars to the program. Not to be left out, Loblaw has also committed
to contribute $1 million to bring the target for the Give a KID a SMILE A
Toonie at a Time program to $5 million.
    "A donation of $2 towards President's Choice(R) Children's Charity is a
simple way for customers and colleagues to make a difference in their
community and put a smile on a child's face," says Peggy Hornell, Senior
Director, Community Investment. "Given the current economic situation we know
families are experiencing difficulties and we are calling on customers,
colleagues and Loblaw to show their support for their local communities and
donate to the Give a KID a SMILE A Toonie at a Time program."
    Removing some of the obstacles that make everyday life difficult for
children who are physically or developmentally challenged is something
President's Choice(R) Children's Charity is committed to making a reality.
Loblaw store fundraising initiatives, like the Give a KID a SMILE A Toonie a
Time program, supports the Charity and helps provide children with the
resources they need to build their independence and freedom.
    President's Choice(R) Children's Charity is one of the largest corporate
charities in Canada and offers funding across the country to children with
disabilities and their families. Loblaw created President's Choice(R)
Children's Charity to empower its stores and colleagues to support families in
communities where the Company has retail locations. The costs of the Charity's
administration and operations are fully funded by Loblaw, ensuring that 100
per cent of every dollar donated goes directly to helping children with
disabilities in the provinces where the money is raised.
    Making a positive difference in the community is one of the five
corporate social responsibility pillars that shape the way Loblaw conducts
business. Fundraising initiatives in support of President's Choice(R)
Children's Charity is just one example of how Loblaw continues to be active in
communities on national, regional and local levels. This includes a biannual
national food drive in partnership with Food Banks Canada to address hunger
across Canada, a partnership with WWF-Canada to mobilize Canada to take
environmental action and support to a number of local charitable organizations
across Canada.
    Donations can be made at the following Loblaw corporate and franchised
stores; Real Canadian Superstore, Real Canadian Wholesale Club, Loblaw
Superstore, Cash and Carry, Extra Foods, Loblaws, Loblaw Great Food, Fortinos,
Zehrs, nofrills, valu-mart, Your Independent Grocer, Atlantic Superstore,
Dominion (Newfoundland and Labrador), Save Easy, Provigo, Club entrepot
Provigo, Maxi, and Maxi & Cie.
    To locate a Loblaw banner store in your community participating in the
Give a KID a SMILE A Toonie at a Time program please send an email to

    About President's Choice(R) Children's Charity

    President's Choice(R) Children's Charity is dedicated to helping children
who are physically or developmentally challenged. Our aim is to remove some of
the obstacles that make everyday living extremely difficult and to provide
these young people with a renewed sense of dignity, independence and freedom.
President's Choice(R) Children's Charity also addresses hunger and is now the
National Premier Sponsor of Breakfast for Learning. Cost of administration and
operations of the Charity is funded by Loblaw Companies Limited, ensuring that
100% of every dollar donated goes directly 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 over $40
million, reaching over 6,500 families. For more information about President's
Choice(R) Children's Charity or to donate online, visit

    About Loblaw Companies Limited

    Loblaw Companies Limited, a subsidiary of George Weston Limited, is
Canada's largest food distributor 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 over
139,000 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(R), no name(R) and Joe
Fresh Style(R) brands. In addition, the Company makes available to consumers
President's Choice Financial(R) services and offers the PC(R) points loyalty

For further information:

For further information: Karen Gumbs, Senior Manager, Corporate Affairs,
Loblaw Companies Limited, (905) 459-2500 ext. 616041,

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