Kraft expands national program to support 100 local food banks with goal of $125,000
TORONTO, Nov. 1, 2012 /CNW/ - Food banks need more than just food to feed families. In fact, a new survey of 73 Canadian food banks shows that almost 90 per cent agree that adding such basic resources as freezers and more storage space could increase access to food and improve services within their communities. Kraft Food for Families, in partnership with Food Banks Canada, is calling on Canadians to help combat these capacity issues by simply adding their name online at www.kraftfoodforfamilies.ca.
This year, Kraft Food for Families is expanding its outreach to support 100 food banks across Canada with an increased donation goal of $125,000.
How it Works
Between today (at 12:00 PM EST) and December 31st, Canadians can add their name once a day, every day. For each name received, 50 cents will be donated to one of 100 food banks in five different regions across Canada. A total of $20,000 is available in each region and once the $20,000 is reached, the food bank with the most names in each region will receive a bonus donation of $5,000.
Regions include: Pacific (BC, NT, YK, NU), Western (MB, SK, AB), Ontario, Quebec, Atlantic (NB, NF, PE, NS).
"As a food company, it's our responsibility to be part of the solution to hunger in Canada," said Jack Hewitt, Vice President of Marketing Insight & Services, Kraft Canada. "We've more than doubled our donation goal and the number of food banks that Kraft Food for Families will reach this year so that more Canadians can make a difference in their own community."
A recent survey of Food Banks Canada member food banks revealed that over half participating in Kraft Food for Families this year admit that apart from food, their most urgent concern is not enough space, equipment or supplies.
"Across Canada, many food banks face capacity issues - such as freezers, shelving for storage rooms, and even delivery trucks. These are the basic resources that food banks need in order to meet the growing demands of their communities," said Katharine Schmidt, Executive Director, Food Banks Canada. "Last year, nearly 900,000 Canadians looked to food banks each month for support and that is why this program is so important."
Last year, the Kraft Food for Families program helped food banks across Canada buy what they really needed to assist those in need, such as a new walk-in cooler and shelving for storage.
Of the food banks surveyed:
- 100 per cent are facing capacity issues such as a lack of storage or serving space, food preparation facilities, cleaning equipment/supplies, vehicles/transportation, freezers and/or coolers, or other needs
- 99 per cent feel that while most people are aware that food banks are in need of food donations, they may not be aware that they need help with capacity needs (i.e. equipment, supplies, storage space, etc.) too.
- 85 per cent indicate that the capacity needs of their food bank impact their ability to serve everyone who needs help in their community
Visit www.kraftfoodforfamilies.ca for more information and to participate.
About Food Banks Canada
Food Banks Canada is the national charitable organization representing the food bank community across Canada. Our Members, Affiliate Member food banks, and their respective agencies serve approximately 85 per cent of people accessing emergency food programs nationwide. Our mission is to meet the short-term need for food and find long-term solutions to reduce hunger. Please visit www.foodbankscanada.ca for more information.
About Kraft Foods Group
Kraft Foods Group, Inc. (NASDAQ: KRFT) is North America's fourth largest consumer packaged food and beverage company, with revenues of approximately $19 billion in 2011. Launched as a public and independent company on Oct. 1, 2012, the new Kraft has the spirit of a startup and the soul of a powerhouse. The company has an unrivaled portfolio of products in the beverages, cheese, convenient meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Planters and JELL-O. Kraft's 25,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor's 500 index. For more information, visit www.kraft.com and www.facebook.com/kraft
About the Survey
From September 25th to October 26th, 2012, an online survey was conducted among a sample of 73 food bank representatives participating in the Kraft Food for Families Program. The survey was put into market and results were tabulated by Vision Critical. Discrepancies in or between totals are due to rounding.
SOURCE Kraft Foods
Image with caption: "Kraft Food for Families Infographic highlighting food bank capacity needs across Canada (CNW Group/Kraft Foods)". Image available at: http://photos.newswire.ca/images/download/20121101_C3850_PHOTO_EN_19969.jpg