Sobeys Québec and its IGA grocers launch a fire relief initiative for Northern Alberta

MONTREAL, May 5, 2016 /CNW Telbec/ - Sobeys Québec and its IGA grocers are launching a campaign today to provide support to the thousands impacted by the fires in the Fort McMurray and Wood Buffalo, Alberta regions. Customers can make cash donations at their local IGA stores with 100 per cent of the donations going to support the Canadian Red Cross relief efforts in Northern Alberta. Sobeys Inc. is also contributing to the initiative by donating money, products, and services to support fire victims.

"Our thoughts are with our employees and the residents impacted by the fires in Northern Alberta," said Marc Poulin, President & CEO, Sobeys Inc. "We're proud to join forces with our customers to support the relief efforts of the Canadian Red Cross, while our team continues to work around the clock with partners to get much needed supplies to the area."

Sobeys Inc. is working directly with Noralta, the operator of three large workforce camps currently being used as evacuation centres for displaced residents, ensuring the availability of necessary provisions such as water, fresh fruit, baby food, pet food, and hygiene products. Sobeys is also working closely with local relief organizations and agencies to determine where additional help and supplies are needed.

The in-store donation campaign begins in Quebec on May 5, 2016.

About IGA
IGA is the largest group of independent grocers in Canada and its presence in Quebec dates to 1953. In May 2014, IGA grocers launched The Joy of Eating Better initiative that aims to help Quebecers cook differently and more often, discover local and international flavours, eat healthier, and make responsible choices. In April 2016, they decided to make this movement even more accessible to everyone, all the time, thanks to a permanent price drop on thousands of grocery products. The IGA banner includes close to 300 IGA, IGA extra, IGA express, and IGA mini stores. IGA is the only group of food retailers to offer consumers the opportunity to accumulate AIR MILES® reward miles.

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For further information: Laurie Fossat, Communications Advisor, Sobeys Québec, Tel. 514-324-1010, ext. 2158 |

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