In a landmark announcement that blends corporate responsibility with community impact, Loblaw Companies Limited — Canada’s largest grocery retailer — has unveiled an ambitious plan to help alleviate food insecurity across the country. The “Feed More Families” initiative pledges to provide 1 billion pounds of food to those in need by 2028, a commitment that stands to make a meaningful difference in the lives of millions of Canadians struggling with hunger.
A Purpose-Driven Commitment
On December 2, 2022, Loblaw announced its expanded social equity strategy, anchored on its purpose — to help Canadians live life well. Central to this vision is its new Feed More Families pledge: a company-wide effort to redirect food to vulnerable communities rather than letting it go to waste.
Loblaw’s leadership explains that one pound of food is generally estimated to equal one meal, a useful metric that highlights the potential scale and impact of this commitment. By pledging 1 billion pounds, Loblaw is essentially promising up to 1 billion meals for Canadians facing food insecurity.
Galen Weston, President and Chairman of Loblaw Companies Limited, described the pledge as building on the company’s previous work in community food donations and food waste reduction. He emphasized that achieving this goal will require contributions and coordination across Loblaw’s extensive retail and distribution network.
The Context: Rising Need in Canada
The initiative arrives at a time when hunger is a growing concern in Canada. According to research cited by Loblaw, food insecurity has risen by 35% since 2019, with 6.7 million Canadians now relying on non-profit food services each year.
This heightened need is compounded by broader social and economic pressures such as inflation, housing costs, and underemployment. Food banks and community organizations have reported record-high usage in recent years, underscoring how critical expanded support is for health and nutrition among vulnerable populations.
Aligning Food Rescue and Waste Reduction
Food insecurity and food waste may seem like opposite problems, but they are deeply connected. Nearly 60% of the environmental footprint of the food industry is tied to food loss and waste — an area where better redistribution practices can yield both social and environmental benefits.
Under the Feed More Families pledge, Loblaw will accelerate efforts to pair every store that sells food with local food charities or food recovery agencies. This approach aims to ensure food that is still safe and nutritious is redistributed to people who need it, rather than being discarded.
By the end of 2022, Loblaw had already reached a major milestone: 100% of eligible stores and distribution centers were participating in food recovery programs, matched with local agencies that can divert food and serve community needs.
Strategic Partnerships and Community Support
Loblaw’s strategy relies heavily on partnerships with food banks and recovery agencies. Organizations such as Food Banks Canada, Second Harvest, and Les Banques alimentaires du Québec have long collaborated with Loblaw, receiving both food and financial support to enhance their capacity.
In addition to food provision, Loblaw contributes financially to these partners. For example, in 2022, the company provided financial support exceeding $40 million annually to food charities and reclamation agencies, bolstering their ability to handle increased demand and logistics.
Loblaw also activates its PC Optimum loyalty platform to engage customers in fundraising campaigns. On #GivingTuesday, for instance, customers donated over 37 million PC Optimum points and more than $25,000 to Food Banks Canada and Second Harvest — with Loblaw matching and adding $350,000 in direct donations.
Kick-Starting the Pledge
To launch the Feed More Families initiative, Loblaw awarded five grants totaling $200,000 to food banks across Canada, helping them increase capacity to reclaim and redistribute food. Meanwhile, annual nationwide food drives that run through the holiday season bring in millions of pounds of donated food.
These efforts dovetail with longer-running Loblaw food drives that have taken place for more than a decade. For instance, in 2024 Loblaw celebrated 15 years of its Spring and Holiday Feed More Families Food Drives, which have collectively raised tens of millions of pounds of food and millions in funds for local food banks.
A Measurable Impact
Achieving the 1 billion-pound milestone will not happen overnight, but Loblaw has put in place accountability measures. Progress will be tracked and reported annually in the company’s ESG (Environmental, Social, Governance) reports.
The magnitude of the pledge reflects not just the scale of need but also Loblaw’s unique position in the grocery ecosystem. With nearly 2,500 stores and a robust network of supply chains and operations, Loblaw has both the capacity and reach to make a meaningful dent in food insecurity across Canada.
Beyond Food — Toward Stronger Communities
The Feed More Families pledge represents more than a food donation campaign — it signals a growing trend of corporate efforts aligning business operations with social outcomes. Loblaw’s initiative tackles hunger while also addressing food waste and environmental sustainability. By integrating food recovery with community partnerships, it sets an example for how businesses can play a significant role in solving entrenched social problems.
While challenges remain — including ensuring equitable access, matching supply with varying community needs, and maintaining efficiency — Loblaw’s multi-faceted strategy may serve as a framework for other companies aiming to leverage their resources for societal good.
In a landscape where millions of Canadians struggle with food insecurity, the Feed More Families pledge stands as a hopeful step toward ensuring that no one goes without nutritious food — proving that large-scale corporate action can deliver real impact across diverse communities.