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The Joy of Eating Better food drive: 421 stores in Quebec and New Brunswick get ready to give with some help from their customers!

Montreal, November 10, 2016 – Today marks the kickoff of the fifth annual holiday food drive at 289 IGA supermarkets, which are joined this year by 44 Les Marchés Tradition stores and 88 Marché Bonichoix stores. The Joy of Eating Better food drive, named for the movement that was launched by Sobeys in May 2014, will run from November 10 to December 31, 2016. Over $8,650,000 in food and cash donations was raised last year thanks to customer generosity.
Helping local organizations
Retailers invest in their communities throughout the year, supporting causes that are meaningful to them. And each one will be involved in the food drive at the local level, collecting non-perishable food items and cash donations to support non-profit organizations in their regions. They provide support for all holiday season initiatives, during a period when the need is so strongly felt.

Food bags for giving
Food drive bags are back. They are prepared in advance and sell for $10. This year there will be two different types of $10 bags, both containing Compliments products selected by Sobeys Québec nutritionists based on recommendations from the Food Banks of Quebec and The Joy of Eating Better movement. The idea is simple – pick it up, pay for it, drop it in. Customers only need pick up a bag from the shelf, pay for it at the checkout, and drop it in the food drive box on their way out.

The joy of sharing
The Joy of Eating Better movement is based on four pillars: making responsible choices, eating healthier, discovering new local and international flavours, and cooking differently and more often, while never compromising on enjoyment. During the holiday season, this movement means sharing and providing food assistance to numerous families in need.

IGA and Les Marchés Tradition banners in Quebec and New Brunswick sincerely hope they can go even further this year and are encouraging customers to help make this food drive a success, starting today and continuing until December 31.

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 more than 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

About Les Marchés Tradition

Les Marchés Tradition banner was created by Sobeys Québec in 1998 and today numbers over 50 stores throughout Quebec and New Brunswick. Les Marchés Tradition are medium-surface neighbourhood food stores that offer the same services as large-surface food stores. They carry fresh products, baked goods, prepared foods, and exclusive products. And like all other Sobeys banners, they shine the spotlight on regional products. marchestradition.com

About Marché Bonichoix

Neighbourhood markets under the Marché Bonichoix banner are renowned for their welcoming atmosphere, personalized service, and competitive prices. Customers can do all their grocery shopping there, including fresh produce and butcher-cut meats.

Source :
Anne-Hélène Lavoie, Senior Communications Advisor
Sobeys Québec
514 324-1010, ext. 2158