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Press release from CNW Group

Atlantic Superstores® in New Brunswick Kick Off The Extra Helping? Spring Food Drive

Wednesday, April 02, 2014

Atlantic Superstores® in New Brunswick Kick Off The Extra Helping? Spring Food Drive

11:14 EDT Wednesday, April 02, 2014

Atlantic Superstore ® locations continue to support local food banks to help fight hunger across the province

FREDERICTON, April 2, 2014 /CNW/ - Today Atlantic Superstore® locations across New Brunswick announced their Extra Helping™ Spring Food Drive which runs from Thursday, April 3 to Thursday, April 24. Food banks provide our neighbours in need with food essentials. To help address the need for donations, Atlantic Superstore®, SaveEasy® and nofrills® stores across the province are calling on New Brunswickers to donate non-perishable food items and funds at checkout.

"As Canada's largest food retailer, we believe we have a responsibility to help in the fight against hunger in New Brunswick," says Mark Boudreau, director, Corporate Affairs (Atlantic Canada), Loblaw Companies Limited. "We are active in the communities in which we operate, and with the generous support of our local customers and store colleagues, this is just one way we can make a real difference for those in need."

According to the New Brunswick Association of Food Banks almost 20,000 New Brunswickers rely on a food bank in an average month, up 2.4 per cent from 2012. Thirty-three per cent of these are children.

"Hunger is a year round reality for far too many families," says Glenn Rioux, past president, New Brunswick Association of Food Banks. "The Spring Extra Helping™ Food Drive helps our network of over 60 community food banks replenish our stock and fight hunger in communities across New Brunswick. Adding just one item to the food donation bin or a few extra dollars to your grocery bill makes a big difference to local families in need."

What should customers add to their shopping list? According to the New Brunswick Association of Food Banks, most needed non-perishable food items include: baby food and accessories; cereal and oatmeal; canned fish and meat (ham, chicken and turkey); beans and molasses; chunky and cream soups; dried pasta and tomato sauce; canned fruit and vegetables; peanut butter and jams; canned and powdered milk; fruit and vegetable juices; sugar and spices; detergent and soaps; and personal hygiene products.

One hundred per cent of food donations and 85 per cent of cash donations will go directly to local food banks within each participating store's community, while the remaining 15 per cent of donated cash will support provincial food bank programs. Thanks to the support and generosity of customers, in 2013, the Extra Helping™ Food Drive raised more than $1.9 million in funds and over 1.5 million pounds of food for food banks across the country.  Loblaw Companies Limited and its banner stores hope to raise $1.8 million and 1.8 million pounds of food in 2014.

Loblaw grocery stores have a long history of supporting food banks in their local communities. In 2009, the Company rebranded its efforts under the Extra Helping™ Food Drive, a bi-annual, national campaign to reduce hunger. Since then Loblaw stores have raised more than $7.5 million and more than 7.8 million pounds of food. In addition, through annual corporate donations, Loblaw Companies has contributed $1.37 million to date to Food Banks Canada in support of their National Food Sharing Program.

Loblaw corporate and franchised stores participating in the campaign operate under the following corporate and franchise banners: Loblaws ®, Fortinos® , Zehrs Markets ®, Your Independent Grocer® , valu-mart® , nofrills® , Extra Foods ®, Dominion® (Newfoundland and Labrador), SaveEasy ®, Provigo® , Maxi ®, Maxi & Cie ®, select Wholesale Club™stores, Club EntrepôtMC,, Atlantic Superstore ® and Real Canadian Superstore ® and select Shop Easy Foods ® and Super Valu ® stores.

About the New Brunswick Association of Food Banks

The New Brunswick Association of Food Banks Inc. is a nonprofit, charitable organization whose membership is comprised of food banks and soup kitchens throughout the province of New Brunswick. The organization's main activities include managing the New Brunswick sharing program; operating a provincial food distribution system; preparing a directory for members; representing New Brunswick food banks as a member of Food Banks Canada; and improving public awareness of hunger in the province.

About Loblaw Companies Limited

Loblaw Companies Limited is Canada's food and pharmacy leader, the nation's largest retailer, and the majority unitholder of Choice Properties Real Estate Investment Trust. Loblaw provides Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, banking, and wireless mobile products and services. With more than 2,300 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ approximately 192,000 full- and part-time employees, making it one of Canada's largest private sector employers.

Loblaw's purpose - Live Life Well - puts first the needs and well-being of Canadians who make one billion transactions annually in the companies' stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations; more than 1,050 grocery stores that span the value spectrum from discount to specialty; full-service pharmacies at more than 1,250 Shoppers Drug Mart and Pharmaprix locations and more than 500 Loblaw locations; no-fee banking with PC Financial; affordable Joe Fresh fashion and family apparel; and three of Canada's top consumer brands in Life Brand®, no name® and President's Choice®. Through the PC Plus™ and Shoppers Optimum® loyalty programs, more than one in every three Canadians are rewarded for shopping with the companies.

SOURCE Loblaw Companies Limited

For further information:

For more information please contact / (905) 459-2500 or

Margaret Poole
(902) 443-1410

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