A great tool to fast-track the development of the Club and its partner organizations
and help the more than 1 million young Canadians who go to school on an empty stomach

Vancouver, British Columbia, November 27, 2019 – With one in four Canadian children going to school without breakfast in 2019 – or one in two in Indigenous communities – more than 1 million students across the country are at risk of starting their day hungry.[1] Outraged by these statistics, Breakfast Club of Canada has decided to take action to bring about change, starting within its own organization. It has therefore spearheaded an in-depth study on the social impact of its work in Canada in an effort to make the most of the resources at its disposal, in synergy with its partner stakeholders.

Since its inception 25 years ago, Breakfast Club of Canada has been working with multiple organizations to develop school breakfast programs to fight food insecurity and spur positive, lasting change for children. Despite these efforts, the situation continues to be alarming in Canada, the only G7 country not to have a school food program.

It is important to note that hunger is not always linked to scarcity. Besides a shortage of resources and access to food, there are any number of reasons a child may not have breakfast, among them a long bus ride to school, a rushed morning routine, a shortage of healthy food at home, a lack of appetite when getting out of bed, extracurricular activities before school and family emergencies. School breakfast programs reduce the risk of hunger and improve nutrition while contributing to children’s socioemotional wellness and mental health. These conditions play a predominant role in children’s ability to stay focused in class and succeed academically.

In the effort to make the most out of every donation, as well as leverage partner support to close in on the goal of serving more than 1 million breakfasts every morning in schools across the country, the Club is undertaking an extensive study on its societal influence. Led by the Credo consulting firm, the impact study will consist of an extensive three-year process in order to create a masterplan that meets the nutrition needs of at-risk children in schools and ensures the same quality of service is delivered across Canada. The process will begin with consultations with key student nutrition stakeholders. This will be followed by an evaluation of the various strategic levers and the quantification of the required means. The Club will then begin implementing its new plan, complete with performance indicators that will be assessed annually. The study will be an invaluable source of information in streamlining future initiatives and will allow the Club and its partner organizations to broaden their impact in the coming years.

As part of its partnership with the Club and its ongoing commitment to fighting childhood poverty in Canada, belairdirect sponsored the study. “Breakfast Club of Canada’s mission is essential to many children across Canada,” said Émilie Dutil-Bruneau, Director, Communications, Social Responsibility and Employer Brand at belairdirect. “At belairdirect, we care deeply about supporting organizations that make a difference in our society. We are proud to work with the Club to help them in their crucial mission to fight food insecurity. Funding this impact study is a key component of our partnership, and we see it as the best way to encourage the Club to continue its work. We are very pleased to contribute to effecting positive change.”

“The impact study is a vital step forward in our development, but it is not enough to ensure that all children at risk have access to a wholesome, nutritious breakfast,” said Judith Barry, Co-Founder of Breakfast Club of Canada and Director, Impact and Sustainable Solutions. In Canada, school breakfast programs are backed by various stakeholders. This network, including Breakfast Club of Canada, supports thousands of breakfast programs in high-risk areas, all of which are provided on a universal basis and accessible to the entire school population. As a result, they are open to children who are facing food insecurity, living in low-income households or children that simply can benefit from a healthy breakfast. Existing programs are chronically underfunded, preventing stakeholders from being able to meet the needs of new schools looking to join the Club.

“School nutrition must be a broader society-wide undertaking supported by stakeholders from the public, corporate, charitable and community sectors. We are hard at work bringing everyone together to create lasting solutions and reach our objective faster,” concluded Judith Barry.

The Club’s funding increasingly mirrors the diversity of stakeholders dedicated to the cause. A significant proportion of the work it does is made possible by private donations from partners and individuals. Because of these contributions, the Club now has the capacity to serve over 243,000 breakfasts every morning to 1,809 clubs from coast to coast.

About Breakfast Club of Canada

Breakfast Club of Canada is a charitable organization that provides funding, equipment, training and support to school breakfast programs across the country. Celebrating its 25^th anniversary this year, the Club is dedicated to ensuring every child starts their day with a nutritious morning meal, in a safe and secure environment. Founded in Quebec in 1994, Breakfast Club of Canada is present in 1,809 schools from coast to coast feeding over 243,500 children every school morning. To learn more visit breakfastclubcanada.org or find us on social media.

– 30 –

For more information:

Tatianna Ducklow
Context: An Argyle Company
1-587-897-7430
tducklow@contextresearch.ca

[1] Sources: Public Health Agency of Canada, 2015; BMC Public Health, 2014; World Health Organization, 2012.

Montreal, January 26, 2017 – For the third consecutive year, Breakfast Club of Canada and the Air Canada Foundation were the proud hosts of a dream trip to Montreal for three BC students. Part of the annual Shooting for the Stars contest, this was organized by Breakfast Club of Canada, the Air Canada Foundation, and Carey and Angela Price of the Montreal Canadiens. While there, the three recipients from the communities of Anahim Lake, Williams Lake and Quesnel, British Columbia, met and skated with the star goaltender. Each is involved with the Club in their community and was picked by their respective school administration and Carey Price himself in recognition of their unique life experiences and touching stories.

This commitment will provide over 150,000 additional meals and support childhood development from coast-to-coast

Burlington, ON – IKEA Canada is thrilled to announce a new partnership with the Breakfast Club of Canada to support childhood development in each of the communities where it operates. For each breakfast sold at IKEA Canada restaurants from November 1^st to 30^th, IKEA will donate $1 to the Breakfast Club of Canada to feed a child in each our local communities, up to a maximum of $150,000. Additionally, donations of cooking and eating products, as well as volunteerism will be contributed to the Breakfast Club of Canada over the next year to help to operate existing school breakfast programs and help to establish new programs in areas of critical need, including First Nations communities.

“At IKEA Canada, we believe that children are the most important people in the world and we are proud to partner with the Breakfast Club of Canada to support childhood development in each of the communities where we operate,” said Brendan Seale, sustainability manager, IKEA Canada. “One in five children across Canada are at risk of going to school with an empty stomach – for a variety of reasons – and we are proud to support the Breakfast Club of Canada to enable children to start to the day with well-nourished bodies so that they can develop well-nourished minds.”

“When we say that every dollar and every gesture counts, this is a great example. IKEA Canada’s generous support is very important and appreciated by everyone at the Breakfast Club of Canada” said Daniel Germain, president and founder at the Breakfast Club of Canada. “It is heart-warming to see that a partner like IKEA Canada cares that much about our mission. With IKEA Canada as a committed, national partner, we can concentrate on providing school children their daily breakfast.”

IKEA Canada co-workers from across the country will have the opportunity to support their local Breakfast Club of Canada by ‘adopting-a-club’ to serve breakfast regularly, to packing breakfast bags for delivery to nearby schools.

The launch of this partnership coincides with the launch of a new IKEA breakfast offering, as part of IKEA Canada’s commitment to continuously improving the entire food experience, offering appetizing food that is healthy and sustainably produced at affordable prices for the many. Additions include a new children’s menu and vegetarian options, as well as serving cage-free eggs in all of its IKEA Canada restaurants as of November 2^nd, 2016. To learn more about the wider food menu, visit www.IKEAFoodFacts.ca

-30-

About IKEA Canada:

IKEA is a leading home furnishing retailer with 375 stores in more than 50 countries worldwide, which are visited by 884 million people every year. IKEA Canada has 12 stores, an eCommerce virtual store, 6 Pick-up and order points in Quebec City and southern Ontario and two Collection Points in Halifax and Saskatoon. The company also recently announced plans to open stores in Halifax and Quebec City. Last year, IKEA Canada welcomed 25 million visitors to its stores and 75 million visitors to the IKEA.ca website. Founded in 1943, IKEA’s business philosophy is to offer a wide range of products of good design and function at prices so low, the majority of people can afford them. For more information on IKEA, please visit: www.IKEA.ca.

About Breakfast Club of Canada:

For 20 years, Breakfast Club of Canada has been nourishing children’s potential by making sure as many of them as possible have access to a healthy morning meal before school, in an environment that allows their self-esteem to grow and flourish. But the Club is much more than a breakfast program: we take a broader approach that promotes the core values of engagement, enrichment and empowerment, and we team up with communities and local partners to develop solutions adapted to their specific needs. Operating from coast to coast, the Breakfast Club of Canada helps feed 163,634 students every day in 1,455 schools.

FOR MORE INFORMATION:                                                                                  
Stephanie Kerr
Corporate Press Officer
905-637-9440 ext. 6378
stephanie.kerr@IKEA.com

CANADIAN ACTOR AND DIRECTOR – AND FATHER OF TWO – JASON PRIESTLEY COMES HOME TO SUPPORT THE CAUSE

January 29, 2020 [Toronto, ON] – Every morning in Canada, more than one million children are at risk of starting school on an empty stomach. To help every child realize their full potential, Mott’s Fruitsations has announced the return of the “Buy a Cup Give a Cup” program: Until March 31, 2020, one cup of Mott’s Fruitsations will be donated to Breakfast Club of Canada for every cup purchased – up to half a million cups in total.

To help raise awareness of the program, and of the importance of breakfast in a child’s life, Mott’s Fruitsations and Breakfast Club of Canada have joined forces with Canadian actor and director Jason Priestley. The star will be making stops today in Toronto and tomorrow in Montreal to promote the partnership and the important work being done by Breakfast Club of Canada.

“The numbers are shocking,” said Priestley. “I can’t imagine my kids going off to school hungry – it’s heartbreaking to learn that one in four Canadian children are in that position. Mott’s Fruitsations and Breakfast Club of Canada are doing incredible work to provide a nutritious start to the day to Canadian children in need, and I’m very proud to support them.”

Since 1994, Breakfast Club of Canada has funded and supported school breakfast programs across the country, working to give Canadian children the equal opportunity to succeed. Today, the Club operates in more than 1,800 schools across the country, and feeds more than 243,500 children every school morning. In total, they serve 40 million breakfasts across Canada each year.

“We believe that all Canadian children deserve an equal chance at success and, the reality is, there are over one million children in the country at risk of not having a nutritious breakfast every morning to give them the energy they need to learn,” said Lisa Clowery, National Corporate Relations Director, Breakfast Club of Canada. “Partners like Mott’s Fruitsations – and Jason – are critical to our efforts and we’re thrilled to kick off this year’s campaign.”

“It’s a bit of a cliche to say that breakfast is the most important meal of the day, but we know that it’s true – especially for young people,” said Karen Daneliuk, Mott’s Fruitsations Brand Marketing Manager, Canada Dry Mott’s Inc.  “Breakfast programs improve learning, reduce stress and foster a sense of engagement and belonging. We’re delighted to have a great Canadian talent on board, lending some star-power this year to help raise awareness of such an important issue in Canada.”

Participating Mott’s Fruitsations products are unsweetened, made with real fruit, contain no artificial flavours or colours – and make a great addition to a nutritious breakfast. For more information on the “Buy a Cup Give a Cup” program, please visit mottsfruitsations.ca.

About Mott’s Fruitsations^*

Mott’s Fruitsations^* helps parents provide their kids with unsweetened, nutritious snacks that are made with real fruit. Mott’s Fruitsations is available in 14 different flavour combinations and in a variety of formats. From single-serve cups to multi-serve jars to on-the-go pouches, we’ve Got Your Snack^*! Mott’s Fruitsations’ commitment toward healthy eating habits goes far beyond their products, as demonstrated by Canada Dry Mott’s partnership with Breakfast Club of Canada. To learn more, visit mottsfruitsations.ca.

Mott’s Fruitsations^* is a brand commercialized by Canada Dry Mott’s Inc., operating together with Keurig Canada Inc., under the Keurig Dr Pepper Canada business name. From coast to coast, Keurig Dr Pepper Canada offers a broad range of hot and cold beverages for every need, marketed under more than 60 flagship brands, including Canda Dry^*, Mott’s Clamato^*, Van Houtte^® and Timothy’s^®, available everywhere people shop and consume. Also available from Keurig Dr Pepper Canada, are Keurig^®‘s single-serve coffee makers.

The Company’s principal Canadian offices and executive team are located in Montreal, Quebec and Mississauga, Ontario. Also located in Montreal, Quebec are the hot beverage manufacturing facilities. To learn more about our company, visit: www.keurigdrpepper.ca. For more information on our Corporate Responsibility work, please visit: https://www.keurigdrpepper.ca/en-ca/our-company/corporate-responsibility.

About Breakfast Club of Canada

Founded in 1994, Breakfast Club of Canada is a charitable organization that provides funding, equipment, training and support to school breakfast programs across the country. Celebrating its 25^th anniversary this year, the Club is dedicated to ensuring every child starts their day with a nutritious morning meal, in a safe and secure environment. Accredited by Imagine Canada as a trustworthy charity, Breakfast Club of Canada is present in 1,809 schools from coast to coast feeding over 243,500 children every school morning. To learn more visit breakfastclubcanada.org or find us on social media.

– 30 –

For more information, please contact:
Duncan Peng, Craft Public Relations
angela@craftpublicrelations.com | 647-865-2552

Québec Maple Syrup Producers and Citadelle renew their support
for Breakfast Club of Canada, with a donation of thousands of litres of “liquid gold”

Boucherville, February 12, 2020 – In an effort to ensure Quebec children have access to nutritious, locally sourced foods, Québec Maple Syrup Producers (QMSP) and Citadelle Maple Syrup Producers’ Cooperative are proud to renew their support for Breakfast Club of Canada. As a result, over the next three years, young breakfast club enrollees in Quebec will be able to enjoy delicious maple products as part of select breakfast dishes.

In addition to donating more than $50,000 a year in maple products for the next three years, Citadelle and QMSP will work together with the Club’s team of nutrition professionals to ensure the sensible use of maple syrup. This “liquid gold” is an excellent substitute for refined sugar in many recipes as it is a much better source of vitamins and minerals.

Highlights:

• Breakfast Club of Canada cares about children’s health and nutrition. Maple products featured in its suggested menus are meant to be used in moderation. Working closely with these generous partners, the Club and its team of nutrition professionals strive to find ways to incorporate maple syrup to reduce children’s intake of refined sugar.
• Citadelle Maple Syrup Producers’ Cooperative and QMSP have been supporting Breakfast Club of Canada since 2007.
• In Quebec, Breakfast Club of Canada is:
  • 383 breakfast programs
  • An average of 32,000 children who enjoy a healthy breakfast every morning
  • More than 5,000,000 breakfasts served a year

Quotes:

“We are proud to help feed children across Quebec. The Club’s mission to support the next generation by helping them start their day on the right foot is very important to us. We are pleased to donate a delicious product that is part of our cultural heritage to put a smile on their face in the morning.”
– Serge Beaulieu, President, Quebec Maple Syrup Producers, and Michel Labbé, Chair of Citadelle Maple Syrup Producers’ Cooperative

“Quebec maple syrup producers have been supporting the Club for 13 years now, and we are delighted to be able to count on their ongoing support. We are all proud of Quebec maple syrup and thrilled to be able to bring kids this touch of sweetness and flavour a few mornings a month.”
– Aryann-Sarah Veilleux, Senior Advisor, Corporate Partnerships, Breakfast Club of Canada

About Québec Maple Syrop Producers and the Maple from Quebec brand

The mission of the Québec Maple Syrup Producers is to promote the interests of Québec’s maple producers and to develop the production and sale of Québec maple products to their full potential while respecting the principles of sustainable development. The organization represents some 11,300 producers and 7,400 businesses whose hard work has made Quebec responsible for an average of 72% of the world’s maple syrup production on an annual basis. The Québec Maple Syrup Producers proudly support the Maple from Quebec brand and coordinate the international marketing and promotional efforts for Canadian maple products on behalf of Canada’s maple industry. The organization also leads and directs the International Maple Research and Innovation Network.

ABout Citadelle Maple Syrup Producers’ Cooperative

Founded in 1925, Citadelle Maple Syrup Producers’ Cooperative processes and markets the fruits of the labour of nearly 2,000 producers who are committed to the pursuit of excellence. Its maple, honey and cranberry products are distributed around the world in a wide assortment of forms and formats that preserve their purity and taste. This quest for excellence has earned Citadelle multiple honours, including the SIAL Canada and SIAL Innovation Paris awards, as well as recognition at the national level for its maple products. Today, Citadelle has a membership of 2,000 family producers (maple syrup, honey and cranberry) and is one of the largest international suppliers of 100% pure maple syrup, exporting products to over 45 countries.

About Breakfast Club of Canada

Since 1994, Breakfast Club of Canada, now in its 25th-anniversary year, has been committed to nurturing the potential of children by ensuring that as many as possible have access to a nutritious breakfast served in an environment that promotes their self-esteem. Accredited by Imagine Canada for its effective governance, the Club provides much more than breakfast: its approach is based on commitment, self-esteem and capacity development using an optimal formula adapted to local needs. Breakfast Club of Canada helps feed more than 243,500 children and youth in 1,809 schools across the country. To learn more, visit breakfastclubcanada.org.

– 30 –

For more information:
Justine Plourde
Communications Advisor, Public Relations
Breakfast Club of Canada
justine.plourde@breakfastclubcanada.org
1-888-442-1217, ext. 3369