Newfoundland and Labrador Liquor Corporation (NLC) Announces "Breakfast Blitz" Campaign Results

    08 April 2024

Kids Eat Smart Foundation NL has received a welcomed boost as a result of a fundraising campaign held by Newfoundland and Labrador Liquor Corporation (NLC). The Breakfast Blitz campaign which took place in NLC corporate liquor stores from March 22-30, raised $64,077 thanks to the generosity of NLC customers, supplier partners, and NLC staff. NLC matched customer donations up to $15,000.

In addition to the funds raised in store, staff across all areas of the business from NLC’s corporate offices, Distribution Centre, retail locations, and Rock Spirits collected monetary donations towards the cause. The Breakfast Blitz campaign is the first to be launched under NLC’s new Corporate Social Responsibility platform, Together with Purpose. Through this platform, NLC is committed to working collaboratively as an organization and with external stakeholders to give back in ways that are more meaningful.

“NLC has one of the largest and broadest retail footprints in the province and is owned by the people of Newfoundland and Labrador,” said Bruce Keating, NLC President and CEO. “We believe that we have a responsibility to use our province-wide footprint and our influence to do good - to support our communities, minimize our environmental impacts, and lead positive change in the beverage alcohol and cannabis industries. This partnership with Kids Eat Smart Foundation is just one example of how we’re making the best of this opportunity.”

Funds raised from NLC’s Breakfast Blitz campaign will support Kids Eat Smart Clubs across the province. Currently there are 276 Kids Eat Smart Clubs in schools and community centres throughout Newfoundland and Labrador. Every school day, Kids Eat Smart Clubs serve over 40,000+ meals to local school age children and youth. Kids Eat Smart Clubs are inclusive and safe programs, where every child is welcome, at no cost to families.

“We are truly humbled and thankful by the generosity of our communities, and of the customers, staff, and of the Newfoundland and Labrador Liquor Corporation. Funds raised will directly support our Kids Eat Smart Clubs throughout Newfoundland and Labrador through Our Campaign for Breakfast,” said Celina Stoyles, Executive Director, Kids Eat Smart Foundation NL. “It is through such an impactful gift that we are able to do the incredible work that we do every day; ensuring every child and youth have access to breakfast at school, at no cost to the child or their family. On behalf of the children who will have breakfast as a result of this incredible gift, we thank you. Together, we make a difference.”

About NLC

NLC is a Crown Corporation of the Government of Newfoundland and Labrador with responsibility through the Liquor Corporation Act, the Liquor Control Act, and the Cannabis Control Act for the importation, sale, distribution and management of beverage alcohol and cannabis, and for the delivery of programs that promote safe, responsible consumption of alcohol and cannabis.

NLC is one of the largest retailers in the province. Through 28 corporate retail locations, over 140 agency stores, more than 600 Brewer’s Agent outlets, and over 1,400 restaurants, lounges, and other licensees, along with private order services, NLC offers over 4,000 products per year to consumers and its retail partners from more than 20 countries. It also regulates and distributes to 52 licensed cannabis retailers across the province, and offers customers a secure, legal online environment for cannabis purchases via NLC operates a 77,000 square foot distribution centre, as well as a manufacturing operation, Rock Spirits. The facility, which runs world-class blending, bottling and canning operations, ships to more than 30 countries around the world and has been in operation for over 65 years.

NLC operates with the expectation that it will generate revenue for the Government of Newfoundland and Labrador, with 100% of its profits reinvested in the province to fund key public services. NLC aspires to build trust in everything it does - with customers, employees, retailers, commercial partners, and communities, along with Government, to ensure a stronger Newfoundland and Labrador.

About Kids Eat Smart Foundation NL

Kids Eat Smart Foundation Newfoundland and Labrador partners with schools, communities, volunteers, and donors to provide nutritious food to children and youth in Newfoundland and Labrador through our 276 Kids Eat Smart Clubs serving over 46,000+ meals every school day.

For over 30 years, Kids Eat Smart Foundation Newfoundland and Labrador has supported the education, health, and well-being of school age children by providing access to food at school, at no cost to families.

Media contacts:
Tara Haley
Corporate Responsibility and Communications Manager
Newfoundland Labrador Liquor Corporation
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Jennifer Yetman
Kids Eat Smart Foundation NL
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