STELLARTON, NS – Sobeys is proud to today unveil the Sobeys Inc. Better Food Fund, which aligns its community investment activities to the Company's mission of helping Canadians Eat Better, Feel Better and Do Better.
The next step in Sobeys' better food journey that kicked off last fall with a partnership with Jamie Oliver, an advocate for better food education, the Sobeys Inc. Better Food Fund supports access to and the advancement of better food through donations and partnerships with national and regional charities.
The Fund has three distinct areas of focus: food access through the support of food banks and breakfast programs; research on food-related health issues; and food literacy through nutrition education and cooking skills programs in schools and communities.
"Better food is a gateway to a better life, and we know from our research that the wellbeing of Canadians is threatened by poor food knowledge and lack of cooking skills," said Marc Poulin, President and CEO, Sobeys Inc. "Through the Sobeys Inc. Better Food Fund, we will engage our entire organization – our stores, employees and vendors – in better food initiatives that will make it possible for more Canadian families to eat better, feel better and do better."
"Knowing how to cook fresh food from scratch is an essential life skill – once you know that, you're set up for life," said Jamie Oliver. "I'm really excited that Sobeys is launching its Better Food Fund to share knowledge and skills with the youth of Canada, empowering them to make better food choices and live happier, healthier lives. Keep up the good work Sobeys!"
The first new program is Home Cook Heroes, co-developed in partnership with Free The Children. This curriculum-based program will provide students aged 12-17 years from across Canada with nutrition literacy, food awareness and basic cooking skills, with the hope of inspiring them to establish a healthier, long-term relationship with food. Supported by a $500,000 contribution from the Fund, this program will reach more than 500,000 young people a year.
"We are proud to partner with Sobeys to create Home Cook Heroes," said Craig Kielburger, Co-founder of Free The Children. "Both Free The Children and Sobeys believe in empowering students with the knowledge and skills to make healthier choices, which in turn, will enable them to channel that healthy energy towards creating positive local and global change."
Recent research points to a concerning trend around Canadians' eating habits:
- Only 31 per cent of 18 to 29 year olds feel confident in the kitchen;
- Only 18 per cent of Canadians prepare at least one meal per day from scratch or with basic ingredients;i
- As much as 62 per cent of calories consumed in Canada come from ultra-processed foodsii with significantly more fat, sugar, sodium and not enough dietary fibre; and,
- One in five Canadian youth aged 12-17 is overweight or obese.iii
In response to troubling statistics like these, the Home Cook Heroes program will be introduced to students at Free The Children's We Day Toronto event on October 2, 2014 and the curriculum made available to thousands of schools and teachers across Canada through Free The Children's We Act program's library of educational resources. Developed for elementary and secondary students by education experts, the curriculum includes lessons to help students learn how to: appreciate the nutritional value of foods; decipher nutrition labels; use Canada's Food Guide; plan a home cooked meal; create their own potluck; and identify ways to improve the nutritional content of their diets such as substituting ingredients.
More information about the Sobeys Inc. Better Food Fund is available at https://www.sobeys.com/betterfoodfund.
About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 107 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawton's Drug Stores as well as more than 330 retail fuel locations. Sobeys and its franchise affiliates employ more than 125,000 people. The company's purpose is to help Canadians Eat Better, Feel Better and Do Better. More information on Sobeys Inc. can be found at www.sobeyscorporate.com.
About Jamie Oliver
Jamie Oliver is a phenomenon in the world of food. Most famous for his Emmy-Award winning television series, Jamie Oliver's Food Revolution on CBC, Jamie has become a campaigner for better school food and food education. The Jamie Oliver Food Foundation has created an annual global day of action – Food Revolution Day www.foodrevolutionday.com – inspiring people all over the world to stand up for real food, and Canada has been one of the most active countries for the past two years. His television programs are broadcast on Food Network Canada and the accompanying bestselling cookbooks are published by HarperCollins Canada. Jamie lives in London and Essex with his wife, Jools, and their children, Poppy, Daisy, Petal and Buddy.
About Free The Children
Free The Children is an international charity and educational partner. Founded in 1995 by international activist Craig Kielburger, Free The Children believes in a world where young people are free to achieve their fullest potential, and empowers youth to remove barriers that prevent them from being active local and global citizens. The organization's domestic programs – which include We Day, Free The Children's signature youth empowerment event – educate, engage and empower 2.3 million youth across North America and United Kingdom to become engaged global citizens. Its international projects are implemented through a holistic and sustainable development model called Adopt a Village. Currently, Adopt a Village supports community development in eight countries; Kenya, Sierra Leone, Ghana, Ecuador, Haiti, Nicaragua, rural China and India. Through its international programming, Free The Children has brought more than 650 schools and school rooms to youth and provided clean water, health care and sanitation to 1 million people around the world, freeing children and their families from the cycle of poverty.
The organization has received the World's Children's Prize for the Rights of the Child, the Human Rights Award from the World Association of NonGovernmental Organizations, and has formed successful partnerships with leading school boards and Oprah's Angel Network. For more information, visit www.freethechildren.com
i Sobeys Inc. survey conducted in February 2014 of 1,014 adults.
ii Moubarec, J.C. et al. (2012). Consumption of ultra-processed foods and likely impact on human health. Evidence from Canada. Public Health Nutrition, 16, 2240-2248.
iii http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/health83b-eng.htm
Source: Sobeys Inc.