The Joy of Eating Better food drive

More than 330 stores in Quebec and New Brunswick get ready to give with some help from their customers!

Montreal, November 12, 2015 – Today marks the kickoff of the fourth annual holiday food drive at 282 IGA supermarkets that are joined this year by 51 Tradition stores. The Joy of Eating Better food drive, named for the movement that was launched by Sobeys in May 2014, will take place between Thursday, November 12th and Wednesday December 30th, 2015. Over $750,000 in food and cash donations was raised last year thanks to customer generosity, and the 2015 edition promises to break all records.

Helping local organizations

IGA and Tradition 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

Following last year's success, food drive bags are back. Filled with food items and sold for $10 each, they contain seven 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 30th. 

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



Contact person:

Laurie Fossat, Communications Advisor
Sobeys Québec
514-324-1010, extension 2158