President's Choice(R) Children's Charity donates $3 million to Breakfast for Learning to help ensure children attend school well-nourished and ready to learn

    Gift will make a tremendous impact on child nutrition programs nationally

    TORONTO, Feb. 11 /CNW/ - President's Choice(R) Children's Charity is
proud to announce a new partnership with Breakfast for Learning as their
National Premier Sponsor, a collaboration that will help support child
nutrition programs across the country. President's Choice Children's Charity
has pledged $3 million over three years to help children and youth receive
nutritious breakfasts, lunches and snacks.
    "President's Choice Children's Charity is dedicated to improving the
lives of children and that includes good nutrition. With the generous support
of our customers and colleagues realized from fundraising efforts at Loblaw
corporate and participating franchise stores and offices from across the
country, we are thrilled to be able to donate $3 million to Breakfast for
Learning," said Galen G. Weston, Chair of President's Choice Children's
Charity and Executive Chairman Loblaw Companies Limited. "It's true that
breakfast is really the most important meal of the day and it's especially
significant for children, where eating well translates into learning well."
    Research has shown that children who eat well and make healthy choices
are better prepared to learn, be active and maintain their health as adults.
(Source: Healthy Eating and Active Living in School Settings: Taking Action to
Address Obesity in Children and Youth, May 10, 2005) In addition, less than
half of Grade 9 students eat breakfast every day. (Source: Study by S. Evers,
University of Guelph, Department of Family Relations and Applied Nutrition,
    "We are thrilled to have President's Choice Children's Charity as our
National Premier Sponsor joining us in our efforts to ensure every child in
Canada attends school well-nourished and ready to learn," says Wendy Wong,
President and CEO of Breakfast for Learning. "We share a vision to help
children to grow up strong and healthy with a world of opportunity in front of
them. This donation represents an unprecedented level of support to Breakfast
for Learning and will have a tremendous impact on child nutrition programs
across the country. Thanks to President's Choice Children's Charity, we will
be able to better meet the increasing demand for funding and program support,
and ultimately, this means more children across Canada will receive healthy
meals and snacks to fuel their learning."
    In Quebec, Breakfast For Learning will distribute these funds through
their partner le Club des Petits Déjeuners du Québec and in Newfoundland and
Labrador through their partner Kids Eat Smart.
    From February 21 to March 6, 2009, customers can donate $2 to President's
Choice Children's Charity at check-out in Loblaw stores across the country.
One hundred percent of monies raised will go directly to President's Choice
Children's Charity to fund programs in local communities. In 2008, President's
Choice Children's Charity granted $9.5 million to more than 1,000 families
across Canada. Since 1989, President's Choice Children's Charity has granted
$30 million to more than 5,500 families.
    Loblaw is committed to being active in communities at the national,
regional and local levels and the Company views this as an integral component
to the success of its business. A commitment to make a positive difference in
communities is one of five Loblaw corporate social responsibility pillars,
which also includes respect the environment, source with integrity, reflect
our nation's diversity and be a great place to work.
    For more information about Breakfast for Learning's new partnership with
President's Choice Children's Charity visit

    About Breakfast for Learning

    Working to ensure every child in Canada attends school well-nourished and
ready to learn, Breakfast for Learning helps support and sustain school-based
breakfast, lunch and snack programs across the country. In 2007-08, Breakfast
for Learning funded over 3,100 programs, helping to nourish more than 360,000
students. In addition, Breakfast for Learning provides ongoing program support
and child nutrition education, resources and research. For more information,

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

    President's Choice 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 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 $30
million, reaching over 5,500 families. For more information on the President's
Choice 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
140,000 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 services and offers the PC points loyalty

For further information:

For further information: Media Contacts: Nikki Smith - Manager,
Marketing and Communications, Breakfast for Learning, (416) 218-3540 ext.
4447, email:; Julija Hunter - Senior Director,
Corporate Affairs, Loblaw Companies Limited, (905) 459-2500, ext 6078, email:

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