$2.9M raised for Canada breakfast campaign

MONTREAL — Walmart Canada and Breakfast Clubs of Canada, an organization that provides breakfast to Canadian school children, have raised $2.9 million through their Help Them Shine Campaign.



The money raised will help launch 125 new in-school breakfast programs and increase its training programs with a specific focus on nutrition, youth self-esteem and volunteerism, according to a press release.

"Through Walmart's support we will see more kids shine in the classroom," said Daniel Germain, president and founder of Breakfast Clubs of Canada. "Walmart is an integral partner in our success and strongly believes in our mission to the cause of feeding our children's future."

From Feb.16 to March 11, Canadians could support the program by purchasing a $1 bookmark at Walmart Canada stores across the country. Every bookmark sold equaled one nutritious breakfast for a child. The in-store campaign raised more than $2.1 million and received more than $663,500 in corporate matching grants. In addition, the corporate challenge and SMS donations raised $17,000.

Customers also supported the cause by purchasing select food products at Walmart Canada stores from such partners as Danone, Folgers, Kellogg's, The Laughing Cow and Uncle Ben's.

Breakfast Clubs of Canada serves approximately 18 million breakfasts annually to 118,000 children in 1,170 schools across Canada.

Since 2005, Walmart Canada has donated and raised close to $18 million for Breakfast Clubs of Canada, making Walmart Canada Breakfast Club of Canada's largest corporate donor and proud partner.

"At Walmart Canada, we are committed to helping families in need and we are a proud supporter of kids' breakfast programs in Canada," said Shelley Broader, president and CEO of Walmart Canada. "Our associates, customers, and suppliers continue to show overwhelming generosity to ensure Canadian children get a nutritious start to their day."