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IGA and the Health Challenge mark a ten-year partnership Making The Joy of Eating Better a reality

Always interested in helping the greatest number of Quebecers possible to eat better, IGA grocers are proud to be associated with the Health Challenge (formerly the 5/30 Health and Wellness Challenge) for the tenth year running; it will take place from March 31 until May 11, 2016.

Montreal, March 1st, 2016 ̶   Always interested in helping the greatest number of Quebecers possible to eat better, IGA grocers are proud to be associated with the Health Challenge (formerly the 5/30 Health and Wellness Challenge) for the tenth year running; it will take place from March 31 until May 11, 2016, and once again participants can pick up an IGA passport to help them reach their goals more easily.

A renewed challenge that everyone can take!

Though the Health Challenge has had a facelift this year, its essence ‒ encouraging Quebecers to adopt better lifestyle habits in order to improve their mental and physical health ‒ remains the same. Eating at least five servings of fruits and vegetables, doing at least 30 minutes of exercise, and taking a break ‒ this is what participants are asked to do at least five days a week for the duration of the challenge.

"The continued partnership with the Health Challenge is a natural fit, because it aligns perfectly with our company values and our desire to help consumers eat better," explains Marie-Noëlle Cano, director of communications & sustainability at Sobeys Québec. "We encourage our customers to join in because it's the perfect way to develop healthy new eating habits and enjoy doing so!"

Equipped for success

In addition to benefitting from motivational emails and a customized web platform, participants will be helped along by an IGA Health Passport for the fourth consecutive year. This booklet is packed with inspiring recipes featuring fruits and vegetables, food-related advice and tips, and discount coupons for certain products. Widely appreciate last year, the passport will be available at all IGA supermarkets for the duration of the 6-week challenge. And perhaps the ultimate motivation ‒ everyone who joins the challenge will have a chance to win one of many prizes valued at $20,000 total, including $5,200 worth of groceries at IGA.

The joy of being healthy

The Health Challenge initiative is directly related to The Joy of Eating Better movement which is manifested through four pillars: cooking differently and more often, discovering local and international flavours, eating healthier, and making responsible choices.

IGA grocers are ready to help as many Quebecers as possible to reach their goals and they wish everyone much success for this 2016 edition of the Health Challenge!

About IGA
IGA is the largest group of independent grocers in Canada and its presence in Quebec dates to 1953. IGA retailers are constantly seeking new ways to serve their customers better. The IGA banner includes over 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. www.iga.net

Contact person:
Laurie Fossat
Communications Advisor | Sobeys Québec
514-324-1010, ext. 2158
laurie.fossat@sobeys.com