Add "fight cancer" to your grocery list this april

27 March 2014

Toronto, Ontario -

Fresh daffodils being picked up by a customer in a storeHearing the words “you have cancer” profoundly alters a person’s life. Last year, the lives of more than 187,000 Canadians changed when they were diagnosed with the disease. It’s for this reason, every April the Canadian Cancer Society raises funds and awareness by asking Canadians to support its Daffodil Month campaign.

This year, the Society kicks-off Daffodil Month by announcing that Loblaw Companies Limited (Loblaw) will sell live daffodils on behalf of the charity as its official retail partner in Ontario. In 2014, through this partnership, more than 200,000 daffodil bunches or one million plus blooms will be sold exclusively at Loblaws®, Zehrs®, Valu-mart®, Real Canadian Superstore® and Your Independent Grocer® stores across the province.

“The daffodil symbolizes strength and courage in the fight against cancer. Through this partnership, Loblaw and its more than 60,000 employees in Ontario are proud to support the Canadian Cancer Society and people living with cancer,” says Peggy Hornell, senior director of Community Investment for Loblaw. “We encourage people to add a bunch of daffodils to their grocery list this April.”

Throughout the month of April, live daffodils will be sold for $4.99 a bunch and each bunch will also include a daffodil pin. For every bunch of daffodils sold, $2.00 will be donated to the Society. Across the province $400,000 is expected to be raised through the sale of these blooms.

“We are thrilled to partner with Loblaw for Daffodil Month. Thanks to their generous support, the Canadian Cancer Society’s beloved spring tradition of selling live daffodils returns in 2014,” says Martin Kabat, CEO for the Canadian Cancer Society in Ontario. “This partnership will allow us to raise vital funds for things such as providing programs and services to people living with cancer and their families,” he adds.

As Canada’s leading cancer charity, the Canadian Cancer Society fights more than 200 different types of cancer on numerous fronts, including offering information and support services that are proven to decrease stress and anxiety in patients and family caregivers. Many of the Society’s services are free and help is available in more than 100 languages. Last year, 25,000 people had their cancer questions answered and 13,800 patients were driven to cancer treatment in Ontario. Every donation made during Daffodil Month helps the Society provide these services.

During April, the need for continued support grows with each passing day. The number of new cancer cases continues to rise steadily as the population grows and ages. This April, the Canadian Cancer Society asks people to show their support for those living with the disease:

  • Purchase live daffodils at Loblaws®, Zehrs®, Valu-mart®, Real Canadian Superstore® and Your Independent Grocer® stores across Ontario
  • Buy a daffodil pin from the Society’s volunteers who will be selling them throughout April
  • Donate online at
About Daffodil Month

Daffodil Month is a national fundraising campaign of the Canadian Cancer Society. During April, Society volunteers are involved in numerous activities to raise vital funds for the fight against cancer. In 2013 more than 18,500 volunteers raised $4.3 million in Ontario.

About the Canadian Cancer Society

The Canadian Cancer Society is a national community-based organization of volunteers whose mission is the eradication of cancer and the enhancement of the quality of life of people living with cancer. When you want to know more about cancer, visit our website or call our toll-free, bilingual Cancer Information Service at 1 888 939-3333.

About Loblaw Companies Limited (TSX: L)

The Company is a subsidiary of George Weston Limited (“Weston”). It is Canada’s largest food retailer, a leading provider of drugstore, general merchandise and financial products and services, and is the majority unitholder of Choice Properties™, an owner, manager and developer of commercial real estate across Canada. The Company has three reportable operating segments: Retail, Financial Services and Choice Properties. Loblaw and its franchisees together are among the largest private sector employers in Canada, employing approximately 138,000 full-time and part-time employees across more than 1,000 corporate and franchise stores from coast to coast. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide range of products and services to meet everyday household and consumer needs. Loblaw is known for the quality, innovation and value of its food offering. It offers one of Canada’s strongest control brand programs, including the unique President’s Choice®, no name® and Joe Fresh® brands. In addition, through its subsidiaries, the Company makes available to consumers President’s Choice Financial® services and offers the PC® points and PC Plus™ loyalty programs.

For further information or to book an interview opportunity, please contact:

For Canadian Cancer Society:
Camille Beaubien, 416-323-7181,
Daniel Paquette, 416-413-7714,

For Loblaw Companies Limited: or 905-459-2500