Breakfast Club of Canada Looks to Nourish the Potential of Tomorrow’s Adults this Holiday Season

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In collaboration with the Rogers ALL IN program, the Club launches the “Fuelling the future with a nutritious breakfast” campaign


Boucherville, November 13, 2023 – As the Holiday season approaches, Breakfast Club of Canada is launching its new Fuelling the future with a nutritious breakfast campaign to highlight the importance of nourishing the potential of tomorrow’s adults, especially in a difficult current economic context. The campaign, which will also be broadcast across Rogers Sports & Media’s platforms as part of the ALL IN program, will run until December 31, 2023.


With the year drawing to a close, in Canada, 1 in 3 children is still at risk of going to school hungry. Demand and need for breakfast programs continue to grow, but for the time being, the Club will have to continue supporting existing programs due to the rising cost of food.


“As we all know, families, children and society at large continue to be greatly affected by the increase in costs of food and living,” explained Tommy Kulczyk, President and Chief Executive Officer at Breakfast Club of Canada. “That is why this campaign is so important, especially as we approach the Holiday season. This collaboration with Rogers allows us to get even greater visibility for the cause and help raise crucial funds. Now, more than ever, every gesture, large or small, helps fuel the future generation with a nutritious breakfast.”


A few months after children went back-to-school, the Club is observing an increase in attendance for existing programs. Indeed, breakfast programs are increasingly becoming important mechanisms for school communities to offer students a variety of nutritious foods. This giving season, the Club calls on everyone to give children the most important element to start the school day: a nutritious breakfast.


“The Fuelling the future with a nutritious breakfast campaign is a great opportunity to increase awareness for a cause that helps all children access nutritious food at school, regardless of the reason,” said Sharon Hinds, Manager All IN at Rogers Sports & Media. “We commit to leveraging our platforms to support Breakfast Club of Canada in creating an inclusive and welcoming environment where children can reach their full potential, one breakfast at a time. We invite all stakeholders to join us on this journey by supporting the Club as they work towards reaching all children across the country.”


To find out more about the campaign and donate:

About Breakfast Club of Canada

Since 1994, Breakfast Club of Canada has been working with partners from all sectors to help children access a nutritious breakfast and reach their full potential. Accredited by Imagine Canada for its effective governance and recognized for its promotion of local food products, the Club helps reach children in every province and territory across the country. To learn more, visit or follow us on Facebook, Instagram, Twitter and LinkedIn.


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For more information on Breakfast Club of Canada or to speak with a spokesperson:

Hermanie Desrosiers,