Sobeys Launches Better Food Fund

Sobeys is trying to tackle poor food knowledge in Canada with its inaugural $500,000 donation to Free the Children to co-develop Home Cook Heroes, a National food skills program.

It’s the next step in Sobeys’ better food journey that kicked off last fall with a partnership with Jamie Oliver. 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.”

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.

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