Special Olympics Canada and Safeway Team up to help Nourish Champions

TORONTO, Oct. 16, 2015 (GLOBE NEWSWIRE) — Today marks the official launch of the 2015 Special Olympics Canada and Safeway campaign Nourish Champions, which aims to raise funds and awareness for Special Olympics programs in communities across western Canada. This year’s campaign has an emphasis on nourishing champions and educating Special Olympics athletes, coaches and parents about the importance of proper nutrition in order to perform their best. The campaign runs in all Safeway stores in western Canada from October 16 to November 1, 2015.

Safeway customers will be invited to make a donation of $2.00 at any Safeway store and in return receive 5 AIR MILES Reward Miles. The campaign will feature an awareness day on October 24, 2015, which will see Special Olympics athletes visit their Safeway stores in western Canada. To celebrate local Special Olympics Champions, this year’s campaign collaterals feature region-specific athletes, some of which are Safeway employees.

“Safeway’s ongoing commitment to instilling healthy attitudes and eating habits for our athletes is incredible,” said Sharon Bollenbach, CEO, Special Olympics Canada. “In order to perform their best, all athletes need to be well nourished, and with the help of Safeway, our athletes are able to foster healthy eating habits that contribute to their success on the field of play.”

The 2015 campaign marks the eighth year Safeway has partnered with Special Olympics Canada and their 38,000 athletes in communities across the country.  Through this longstanding partnership, over $2.6 million has been raised by Safeway, including $698,732 during last year’s campaign which helped support Special Olympics programs throughout Canada.  


Established in 1969, the Canadian chapter of this international movement is dedicated to enriching the lives of Canadians with an intellectual disability through the transformative power and joy of sport. Operating out of sport clubs in 12 provincial and territorial Chapters, this grassroots movement reaches beyond the sphere of sport to empower individuals, change attitudes and build communities. From two-year-olds to mature adults, more than 38,000 athletes with an intellectual disability are registered in Special Olympics year-round programs across Canada. They are supported by more than 17,000 volunteers, including more than 13,000 trained coaches.


Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 108 years. A wholly owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises approximately 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawton’s Drug Stores as well as more than 350 retail fuel locations. Sobeys and its franchise affiliates employ more than 125,000 people.  The company’s purpose is to help Canadians Eat Better, Feel Better and Do Better.  Sobeys Inc. operates 185 stores under the Safeway banner across Western Canada.  More information on Sobeys Inc. can be found at www.sobeyscorporate.com.

For more information, visit www.specialolympics.ca or follow us on Facebook and Twitter @SpecialOCanada. 

CONTACT: Allison Love
         Special Olympics Canada
         T: 416.927.9050 ext. 4312
         E: Alove@specialolympics.ca
         Betty Kellsey
         T: 403-730-3513
         E: Betty.kellsey@sobeys.com