The Empire Company is betting on the appeal of athletes and national pride to boost its own fortunes as a grocery company in Canada. On October 7, CEO Michael Medline announced a multiyear sponsorship of Canada’s Olympic team.
The agreement covers all of its retail brands: Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, Farm Boy, Rachelle Béry and the soon-to-launch e-commerce business, Voilà. The Stellarton, Nova Scotia-headquartered grocer will be the official grocer of Team Canada, underlining the natural connection between food, nutrition and sport.
Four Team Canada athletes have shared their top three, must-have items when grocery shopping:
For rock climber Sean McColl, it’s coffee, vegetables and fruit
For swimmer Kylie Masse, it’s eggs, fruit and chicken
For basketball player, Kia Nurse, it’s bananas, strawberry yogurt and spinach
For Sarah Pavan, it’s hummus, salmon and berries.
Canada’s fruit and vegetable industry cheer these food choices and look forward to cheering these athletes in the Olympic Games set for Tokyo 2020.
Source: Empire Company Limited October 7, 2019 news release