An eco-responsible and collaborative initiative to benefit children

2 mins read

To celebrate the back-to-school season, Metro, Super C and Brunet have joined forces in an innovative campaign to offer the Trudeau lunch box in their stores to benefit Breakfast Club of Canada.

During the entire campaign, for each purchase of the lunch box, was donated to the Club to help feed more than 580,000 children every morning in Canada.  Other participating products such as La Petite Bretonne mini croissants, Ficello, Danone Go from Danone, Oatbox bars and a selection of egg products also joined the collaborative initiative to help children have access to healthy nutrition, which is essential to their success.


This project, like many others, has a “butterfly effect” because not only eating a healthy meal at school has scientifically proven benefits, but breakfast programs also have positive effects on the school environment and society. As an example, 75% of parents explain being less stressed thanks to a lighter morning routine and 42% notice new tastes and habits in their children.

A sustainable action

This nutrition mission is important to our partner Metro, which supports many causes and whose community investment is part of its corporate responsibility plan goals. Since 2014, Metro and Super C stores have also been participating in the Supermarket Recovery Program to fight food waste and reinforce sustainable actions.

“Having the support of a major player in Quebec in terms of social responsibility like Metro in order to support this first consumer initiative in collaboration with Trudeau, is of great value to us. Metro and its affiliated banners have believed in our project from the start, and we are very grateful for their trust and commitment to the Club,” said Myriam Brisebois, Lead, Corporate & Community Giving – Quebec at Breakfast Club of Canada, before adding, “we are fortunate to be able to work with partners who share our values, while putting the well-being of children and the environment at the heart of their decisions.

Metro immediately embraced the idea of the lunch box initiative: “It’s an interesting concept that differs from our usual fundraisers. Raising funds for Breakfast Club of Canada while providing a useful item for families with children was a good action to introduce in our stores,” said Sophie Gélinas, Marketing Director – Metro and Marché Richelieu banners.

For Oatbox, another partner in the campaign, the mission is to feed as many people as possible using fewer resources and find smarter ways to eat. The Trudeau lunch Boxes initiative has therefore quickly become an interesting long-term goal. Indeed, it is a great way to put reusable packaging in the hands of hundreds of families as Marc-Antoine Bovet, Co-Founder and CEO of Oatbox reminds “we are very mindful of the environment. For us, using less packaging is another way to feed more people while using fewer resources.”

Thanks to this great collaboration, these major nutrition partners raised 6,416 for the Club! Thanks again to Danone, La Petite Bretonne, Oatbox, Lactalis, Egg Farmers of Canada, Metro, Super C and Brunet for their involvement.