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Just off the heels of our first-ever games as the Official Grocer of Team Canada, supporting the Canadian Olympic Committee, we’re excited to keep the Olympic momentum going. Our Safeway store teammates played a critical role in our Tokyo campaign, and we heard your feedback that our support should extend to Paralympians too. We were really inspired by your strong commitment to diversity, equity and inclusion, and we couldn’t agree more!
In honour of Disability Employment Awareness Month, we are proud to announce our continued commitment to Canadian athletes through a first-ever partnership with the Canadian Paralympic Committee. Safeway, Sobeys, IGA, Les Marchés Tradition, Marché Bonichoix, Rachelle Béry, Foodland, Thrifty Foods and Voilà will be recognized as the Official Grocer of the Canadian Paralympic Committee.
As part of this partnership, we’ll provide grocery cards to qualified Paralympic athletes to redeem for nutritious food at our banners, including Sobeys, IGA, Safeway, Foodland and Thrifty Foods helping to fuel their rigorous training and preparation leading up to the Beijing Games.
We’ve also selected a diverse group of Paralympic athletes, representative of the communities we serve coast-to-coast, to act as brand ambassadors as part of Team Empire. These athletes include:
Beginning in 2022, Canadians and teammates alike can join in and support Canadian Paralympic athletes through our robust, multi-channel marketing campaign ahead of the Beijing Olympic and Paralympic Winter Games. This means that both Olympic and Paralympic athletes will be part of our Feed The Dream campaign, celebrating our partnerships with the Canadian Olympic and Paralympic Committees.
There’s only four months until the Beijing Winter Games, and we couldn’t be any more excited to officially expand Team Empire!
