June 2, 2020, Toronto, Ont. – Carlsberg has announced the launch of Buy a Carlsberg and support for The Good Food Access, a new campaign aimed at helping low-income communities access healthy food during the COVID-19 crisis.
For the entire month of June, the brewer will donate 20 cents for every bottle and can of Carlsberg Danish Pilsner and Carlsberg Lite sold in Canada.
The charitable donation will be made to Community Food Centres Canada (CFCC), an organization that works with partners across the country to build dynamic and responsive community food centres and food programs that support people to eat well, connect with their neighbours and contribute, through advocacy and mutual support, to a more just and inclusive Canada.
In March 2020, The Good Food Access Fund was established by CFCC to ensure that their partners working on the frontlines across Canada can provide much-needed food and supplies to support others in need. To date, the Fund has granted almost $10 million to more than 400 organizations across Canada.
“The coronavirus pandemic is affecting everyone’s way of life but is significantly felt among those already in vulnerable situations,” says John Porter, managing director, Carlsberg Canada. “We’re driven by our constant pursuit of better, which not only entails our mission to zero and the creation of more sustainable packaging solutions, but we also strongly believe that during this unprecedented time, we can do better to ensure that every donation and act of kindness can make a difference.”
The goal of the program is to sell, at minimum, 500,000 bottles and cans of Carlsberg and with the hope to make a charitable donation of $100,000, at minimum, to organizations that are on the frontlines of the food insecurity crisis. In addition to the fundraising component, a digital and social media arm of the campaign will be activated to support the contribution nationally and raise awareness of Community Food Centres Canada’s mission.
“We realize that now is the time to focus our efforts on supporting Canadians and letting the community know that we are here to help,” says Porter.
More than 41,000 people work for Carlsberg Group. The company’s products are sold in more than 150 markets.
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