BRITISH COLUMBIA – BC Dairy’s Wake Up To The Best campaign aimed to help vulnerable children in BC with a healthy breakfast over the holiday season. From November 30, 2020 to January 3, 2021, BC dairy farmers partnered with 32 restaurants across BC to donate one breakfast to Breakfast Club of Canada for every purchase of a special breakfast item which totalled the equivalent of 17,263 meals worth $51,790; enough to feed over 100 children in BC for a year!
“Providing healthy, nutritious food to our local communities has always been a priority for BC’s dairy farmers. This year, these types of programs are particularly important for our communities,” says Jennifer Woron, Director of Marketing at BC Dairy.
Breakfast Club of Canada is a natural partner for dairy farmers, who have supported schools with nutrition education for over 30 years in BC. Currently, there are 181 breakfast clubs serving meals to over 8800 children daily in BC, and the need is growing. Since the start of the global pandemic, lost jobs and increased poverty affected many Canadians resulting in a rise in food insecurity, especially for vulnerable children. “The generosity of BC’s dairy farmers to bring about real change in the community comes at a time of most need,” says Tommy Kulczyk, General Manager of Breakfast Club of Canada. “As 1 in 3 children starts school on an empty stomach, BC Dairy Association’s donation is needed now more than ever.”
In addition to supporting the Breakfast Club of Canada, BC Dairy hoped to boost sales for local restaurants during this extremely challenging time for the foodservice industry. Although social distancing requirements are in place, restaurants are still open. “The participating restaurants were extremely excited to come together to support a good cause over the holiday season,” says Ian Tostenson of BC Restaurant and Foodservices Association. “As the pandemic continues to cause immense strain on our industry, participating restaurants saw a boost to their business. The community not only helped feed vulnerable children in BC but helped sales during challenging times. We are so grateful for everyone’s contribution.”
Dani Trueman of Spoons Diner in Victoria, BC says, “It’s one thing to be generous . . . towards a great organization, Breakfast Club of Canada, but it’s another to include local restaurants that have been struggling through this pandemic. We got a nice bump in business during Christmas when further pandemic restrictions drastically reduced people coming in the door. We had guests come back time and time again to order our promotional dish, which was great for us and great for Breakfast Club of Canada!”
About BC Dairy
BC Dairy is a not-for-profit organization representing British Columbia’s dairy farmers. BC Dairy is dedicated to educating British Columbians about milk, dairy farming and nutrition through school programs and community outreach. The association also advocates for, and supports, BC dairy farmers through initiatives that promote a vibrant and sustainable industry that supplies high-quality milk to consumers. BCDA’s marketing campaign, called Wake Up To The Best, highlights the role of dairy in the most important meal of the day – breakfast.
For more information, please contact:
Jennifer Woron, Director of Marketing
Nathalie Rochette, Communications Director
Breakfast Club of Canada
firstname.lastname@example.org | (514) 404-5660
Ian Tostenson, President and CEO
BC Restaurant and Foodservice Association
email@example.com | (604) 986-1429