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Empire, official grocer of Team Canada, launches “Feed the Dream” movement

Empire, owner of brands such as Sobeys and IGA, will be offering grocery cards to Olympic athletes as part of its “Feed the Dream” program ahead of the 2020 Tokyo Summer Games.
Empire, owner of brands such as Sobeys and IGA, will be offering grocery cards to Olympic athletes as part of its “Feed the Dream” program ahead of the 2020 Tokyo Summer Games.

Empire Company (Empire), the first-ever official grocer of Team Canada has launched the “Feed the Dream” movement.

Recognizing the support Canadian athletes need to compete on the world stage, Empire has embraced this opportunity to “support, celebrate, nourish, and stand behind Team Canada.”

Employees and customers at Empire brands including Sobeys, IGA, Safeway, Foodland, Thrifty Foods, and Voilà customers and teammates can support Canada’s athletes in the months leading up to the Tokyo Olympic Games in July.

“Our store teams are thrilled to cheer on Team Canada as we ramp up to the Games in Tokyo,”

said Sandra Sanderson, senior vice-president of marketing for Empire. “Over the last 14 months, many Canadians have been spending more time at home with their families, having meals together. At Empire, we believe there is a powerful connection between family, food, and sport that unites Canadians. Our partnership with the Canadian Olympic Committee helps us bring that connection to life.”

Empire will provide grocery cards to qualified athletes to redeem for nutritious food at any of its banner brands, including Sobeys, IGA, Safeway, Foodland, and Thrifty Foods.

“The Canadian Olympic Committee is grateful for Empire’s generosity and true focus on nurturing athletes,” said Canadian Olympic Committee’s chief brand and commercial officer, Jacquie Ryan. “Empire’s values have shone bright in the last year, as many athletes have needed support and they’ve stepped up to ensure Canadian athletes continue to get the nourishmentthey need to train and compete. We can’t wait to celebrate Team Canada—and the communities that nourish them—in Empire’s stores across the country this summer.”

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