Sobeys signs on with Breakfast for Learning in Atlantic Canada

    Sobeys, Price Chopper and Foodland stores launch fundraising campaign to
    help ensure every child attends school well-nourished and ready to learn

    STELLARTON, NS, Jan. 26 /CNW/ - Continuing a tradition as proud
supporters of communities throughout Atlantic Canada, Sobeys, Price Chopper
and Foodland stores are pleased to announce a new partnership with Breakfast
for Learning as the Premier Atlantic Canada Regional Sponsor. Together, 148
grocery stores will support child nutrition programs at schools throughout the
region with corporate donations and in-store fundraising campaigns.
    "Sobeys, Price Chopper and Foodland stores are proud to be the premier
sponsor of Breakfast for Learning in Atlantic Canada, knowing that we can help
make a difference in communities and classrooms throughout the region," said
Jason Potter, President Operations, Sobeys Atlantic. "We can't think of a
better way to build on our tradition of proudly serving the communities we
operate in than by focusing our resources and food expertise on providing
children with much-needed nutritious breakfasts as they start the school day."
    In Atlantic Canada alone, Breakfast for Learning has helped start and
sustain more than 525 student nutrition programs, serving more than 48,000
children annually. Yet many students still go to school hungry each day.
Unfortunately, the need for child nutrition programs far surpasses funding
currently available through the Breakfast for Learning grant program with only
27% of requests across the country awarded in 2008.
    "Breakfast for Learning is very excited to have Sobeys, Price Chopper and
Foodland stores build on their well-established roots and a long-standing
commitment to community giving by partnering with us," says Wendy Wong,
President & CEO of Breakfast for Learning. "Together, we are helping feed
hungry children, nurturing strong minds and providing students with the best
chance at success possible. We commend Sobeys, Price Chopper and Foodland for
championing this initiative and for a commitment to ensuring children attend
school well-nourished and ready to learn."

    In-Store Fundraising Campaign

    The first of three annual fundraising campaigns launched Friday, January
23, 2009 at all Sobeys, Price Chopper and Foodland stores in Newfoundland and
Labrador, Prince Edward Island, Nova Scotia and New Brunswick. All money
raised in each province through the fundraising campaign will directly support
breakfast programs in schools located in each province.
    From Friday, January 23, 2009 through to Thursday, January 29, 2009
donations will be made to Breakfast for Learning on behalf of customers who
purchase any of the following food products - see local flyers for more
information or visit online at

    Minute Maid Tetra Juice -10 x 200 ml             25 cents donation per
                                                     unit sold
    Del Monte Fruit Cups - 450 to 568 ml             15 cents donation per
                                                     unit sold
    Cheerio's 400 g or Honey Nut Cheerio's 330 g     15 cents donation per
                                                     unit sold
    Old South Frozen Orange Juice - 330 ml           10 cents donation per
                                                     unit sold
    Dempster's Whole Grain Bread or Bagels - 630 g   10 cents donation per
                                                     unit sold
    Sun Rype Fruit Source Bars - 37 g                10 cents donation per
                                                     unit sold

    Donations help Breakfast for Learning provide:

    - Grants to help support child nutrition programs across Atlantic Canada;
    - Quality nutrition education and resources to educate schools, families
      and communities about proper nutrition;
    - Funding for research on the vital link between child nutrition and
      learning; and
    - Increased support for a national nutrition program and quality
      nutrition in schools.

    Breakfast for Learning in Atlantic Canada

    Breakfast for Learning is the leading national, non-profit organization
solely dedicated to child nutrition programs in Canada. In Atlantic Canada,
Breakfast for Learning helps support over 525 student nutrition programs in
Atlantic Canada, serving more than 48,750 children and youth.

                                  Number of Supported    Number of Children
    Province                                 Programs                Served
    Newfoundland & Labrador(*)                    180                18,265
    Prince Edward Island                           40                 3,997
    Nova Scotia                                   191                15,842
    New Brunswick                                 114                10,660

    (*) In Newfoundland & Labrador, Breakfast for Learning works in
        partnership with Kids Eat Smart Foundation to deliver programs.

    About Child Nutrition in Canada

    Studies show that students who are well-nourished perform better in
school. Their ability to concentrate improves, as does their overall ability
to learn. Children who eat breakfast have improved memory, problem-solving
skills, verbal fluency and creative abilities.
    Canada remains one of the few developed nations without a national meal
program for children, despite mounting evidence of the need for one.

    - In Canada, 31% of elementary and 62% of secondary students do not eat a
      daily breakfast.

    Children go to school hungry for a number of reasons:

    - Poverty - One in nine children in Canada live below the poverty line -
      and many may not be getting the nutrition need to reach their full
    - With parents working longer hours, more children than ever before must
      look after themselves before and after school, yet most don't have the
      know-how necessary to provide nutritious meals for themselves.
    - Busy morning routines are becoming more common.
    - Children have long bus rides to school.
    - Lack of parental supervision at mealtimes.

    About Sobeys Inc.

    Sobeys Inc. is a leading national grocery retailer and food distributor
headquartered in Stellarton, Nova Scotia. 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,
Price Chopper and Thrifty Foods, as well as Lawtons Drug Stores. Sobeys Inc.
is committed to providing the most worthwhile experience for its customers,
employees, franchisees, suppliers and shareholders. More information on Sobeys
Inc. can be found at

    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,

For further information:

For further information: Alison Cameron Eddy, Communications Specialist,
Sobeys Atlantic, (B) (902) 752-8371 ext. 8129,;
Nikki Smith, Manager, Marketing and Communications, Breakfast for Learning,
(B) (416) 218-3540 ext. 4447,

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