Unleashing Daffodil Power: Canadian Cancer Society and Loblaw to sell fresh daffodils in Ontario

10 April 2015

Bolton -

April is Daffodil Month, marked by thousands of Canadian Cancer Society volunteers spreading out across Ontario to sell daffodil pins to raise money to save lives and help people who are living with cancer.

Additionally, the Society is once again partnering with Loblaw Companies Ltd. to sell fresh-cut and potted daffodils at participating Loblaws®, Zehrs®, Valu-mart®, Real Canadian Superstore® and Your Independent Grocer® locations across the province from April 9 to 23. The potted daffodils are new for 2015.

Daffodil Month holds special meaning this year for the staff at the Zehrs® in Bolton. In 2014, their friend and colleague lost her fight with cancer. Dawna Hunt had worked at the store for more than 20 years. She was only 41.

Dawna’s co-workers, including manager Marco Cesarone, rallied to her side after hearing about her diagnosis. They hosted various fundraising events to support Dawna and her family, including her sister Debbie. After Dawna passed away, the team worked with the family to host a memorial golf tournament, with proceeds donated to the Canadian Cancer Society.

Today, Marco and Debbie are sharing their stories to encourage others to support the 2015 Daffodil Month campaign.

“Cancer touches the lives of our families, friends and colleagues,” says Cesarone. “This April, I’m proud to represent Loblaw and our 60,000-plus staff across the province in showing our support for the Canadian Cancer Society. I urge Ontarians to stop in our stores to buy some beautiful daffodils.”

Money raised during Daffodil Month helps cancer patients and their families in communities across the province. Donations fund life-saving research, support services and other important work so that fewer Canadians are touched by the disease.

Thanks to Ontarians’ generous support of Daffodil Month and the Canadian Cancer Society’s other fundraising programs, the charity was able to fund $20.4 million in world-class research to fight all cancers in 2013. During this time, the Society also provided critical support services to more than 49,000 Ontarians. Debbie Hunt was one of them.

When Debbie first learned about her sister’s illness, she turned to the Canadian Cancer Society for information that she could trust.

“My sister’s lung cancer diagnosis came as a complete shock because she was young, fit and never smoked. I’ve been a nurse for 30 years, but when Dawna was diagnosed there was a steep learning curve even for me. The information I found on cancer.ca was very helpful to me and my family,” says Hunt. “This April, I will be wearing my daffodil pin in memory of my sister.”

The Daffodil Month partnership between the Canadian Cancer Society and Loblaw is in its second year. To date, almost $270,000 has been raised through this collaboration. From April 9 to 23, fresh cut daffodils will sell for $4.99 and potted daffodils for $5.99. For every bunch of fresh cut or potted daffodils sold, $2 will be donated to the Canadian Cancer Society.

This April, join the fight. Support Canadians living with cancer and buy a daffodil pin or fresh daffodils. Find out more at cancer.ca/daffodil.

About Daffodil Month

Daffodil Month, held every April, is a national fundraising campaign of the Canadian Cancer Society. During the month, volunteers are involved in numerous activities to raise vital funds for the fight against cancer.

Money raised during Daffodil Month helps cancer patients and their families in the local communities. Donations fund life-saving research, support services and other important work so that fewer Canadians will be touched by the disease.

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 www.cancer.ca or call our toll-free, bilingual Cancer Information Service at 1 888 939-3333.

Social media information
Twitter: @cancersociety
Facebook: CanadianCancerSociety
Hashtags: #DaffodilMonth #DaffodilSpotting
About Loblaw Companies Limited (TSX: L)

Loblaw Companies Limited is Canada’s food and pharmacy leader, the nation’s largest retailer, and the majority unit holder of Choice Properties Real Estate Investment Trust. Loblaw provides Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, banking, and wireless mobile products and services. With more than 2,300 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ approximately 192,000 full- and part-time employees, making it one of Canada’s largest private sector employers.

Loblaw’s purpose – Live Life Well – puts first the needs and well-being of Canadians who make one billion transactions annually in the companies’ stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations; more than 1,050 grocery stores that span the value spectrum from discount to specialty; full-service pharmacies at more than 1,250 Shoppers Drug Mart and Pharmaprix locations and more than 500 Loblaw locations; no-fee banking with PC Financial; affordable Joe Fresh fashion and family apparel; and three of Canada’s top consumer brands in Life Brand®, no name® and President’s Choice®. Through the PC Plus™ and Shoppers Optimum® loyalty programs, more than one in every three Canadians are rewarded for shopping with the companies. 


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

For Canadian Cancer Society:
Camille Beaubien, 416-323-7181, cbeaubien@ontario.cancer.ca
Daniel Paquette, 416-413-7714, dp@dppr.ca

For Loblaw Companies Limited:
pr@loblaw.ca or 905-459-2500