Loading articles...

Rogers pledges 1M meals to Food Banks Canada to address critical food shortages

A file image of food bank donations. (CityNews photo)

As the economic impact of the coronavirus pandemic deepens, the need for food for many Canadians becomes an ever growing concern.

While providing food to those in need can be difficult at the best of times, the COVID-19 outbreak has made that task even harder.

Food Banks Canada – which directly supports 650 food banks across the country – says it needs to raise $150 million to help fund the need for food for at least the next 90 days.

“While there is always a need, the increased demands of COVID-19 has made helping the most vulnerable people in our communities that much harder,” said Food Banks Canada CEO Chris Hatch, who noted there is just a two week supply of food left at many banks.

Rogers is stepping in to assist the national organization by donating one-million meals to families across Canada while also leveraging the power of its television, radio and digital assets to raise awareness of the urgent need to help fill the shelves through a national campaign.

“During these challenging times, we all want to find ways of helping one another. Nobody should have to worry about where their next meal is coming from,” Rogers president and CEO Joe Natale said. “Partnering with Food Banks Canada is one way our Rogers family of 25,000 team members can help. We hope to encourage fellow Canadians and other corporations to contribute in any way they can. Together we can all do our part to make these uncertain times a little easier.”

Canadians who can are asked to make a contribution of any size to foodbankscanada.ca to help them reach their goal.

Donations will support Food Banks Canada to provide local food banks with the resources they need to adapt their client delivery processes in light of social distancing, manage demand with a decrease in volunteer resources, purchase much needed staples and help clients in quarantine situations by providing essential food supports to them in home.

“We are very appreciative that our friends at Rogers have helped lean in and support us during this crisis,” said Hatch. “Every action matters now more than ever, as we try to put our collective arms around this growing, essential need.”

Rogers is the parent company of this station and website.