Vince’s Community Products raise$35K to help fuel school breakfasts

Alzheimer Society announced as 2025 campaign recipient

SHARON, ON, January 20, 2025: Vince’s Market has announced the results of its 2024 Community Product Initiative (CPI), revealing a $35,419 donation to the Grocery Foundation’s Toonies for Tummies campaign. Representatives from Vince’s, the Grocery Foundation, and the Alzheimer Society of York Region, Simcoe County, and Durham Region gathered to celebrate the cheque presentation and announce the Alzheimer Society as the 2025 CPI beneficiary.
Vince’s, an independent grocer, was pleased with the results of last year’s campaign, and
was quick to thank customers, vendors and the Vince’s team. Ditto for the Grocery Foundation, who received a cheque for the largest amount ever raised by CPI.
“Vince’s partnership and support for our mission to nourish hungry children are invaluable, as are the over 17,000 nutritious meals that will directly benefit local school breakfast programs,” said Executive Director Shaun McKenna.
This initiative of the Grocery Foundation is supported by nearly 1,500 grocery retailers across Canada, and helps nourish the 1 in 3 children at risk of going to school on an empty
stomach. In past years, Vince’s has participated in their annual two-week campaign, but in 2024 they stepped it up with a full year of raising funds for this vital organization.
“These programs are not just about food,” McKenna continued, “for many students at risk of
starting their day hungry, they symbolize hope and serve as game changers – not only for individual students but also for entire school communities and the broader community. This is a tremendous and positive way to usher in the new year.”
Support for TFT and previous recipients of Vince’s CPI has involved all four stores. Working with participating vendors, Vince’s identifies a variety of items – typically staples – and then sets aside 15 percent of sales from these Community Products throughout the year.
“We are proud to support this cause, which helps ensure that children have the energy to learn and succeed,” said Vince’s President Giancarlo Trimarchi. “This year-long effort reflects our commitment to giving back to the community, and we are thrilled to announce that,
since launching our Community Product Initiative in 2018, we have raised over $178,000. We look forward to building on this success in 2025 and continuing to make a meaningful difference.”
“I am so pleased and grateful for everyone who purchased a Community Product throughout 2024 and contributed to our largest final result,” added Vince’s Community Ambassador Maria Ciarlandini.

For 2025, the recipient for Vince’s Community Product Initiative will be the Alzheimer Society of York Region, Durham, and Simcoe County. The organization is a trusted leader in dementia-specific programming to support families and caregivers impacted by dementia. “We are thrilled to be chosen by Vince’s as the 2025 recipient of their Community Product Initiative,” said Kari Quinn-Humphrey, CEO Alzheimer Society of York Region. “The donations generated from this project will help ensure more care partners in Durham, Simcoe and York regions have access to essential programs and resources such as counselling, support groups, educational workshops, and respite programs. By raising awareness and funds to support local families impacted by dementia, Vince’s once again demonstrates their commitment to the communities where they operate. The Alzheimer Society is truly grateful for these endeavours and the impact the team at Vince’s and their grocery partners are having in Durham, Simcoe and York.

Media Contact:
Neil Moore
Brand Manager, Vince’s Market
905.717.7474
[email protected]
vincesmarket.ca

About the Alzheimer Society: York Region, Simcoe County, Durham Region
The Alzheimer Society is a trusted leader in dementia-specific programming to support our family, friends and neighbours impacted by dementia. The organization works to alleviate the personal and social consequences of Alzheimer’s disease and other dementias and to promote research. We support people living with dementia, their care partners and the community across York Region, Simcoe County
and Durham Region by providing public education and awareness programs, healthcare navigation, caregiver education and support groups, counselling, active living and recreation programs.

About Toonies for Tummies:
Toonies for Tummies (#Toonies4Tummies) is a Grocery Foundation initiative that brings together shoppers, grocery retailers, and many brands to raise money to support over 1 million hungry children by providing vital funding to local school nutrition programs. Thanks to the generous support of retailers and the participating brands, 100% of donations made by shoppers in participating stores directly benefit nutrition programs in the store’s vicinity. These are increasingly vital to the 1 in 3 children at risk of going to school on an empty stomach. The healthy breakfasts and morning meals offered in these stigma-free programs support children’s nutrition and their academic success. To find out more about Toonies for Tummies, visit: https://groceryfoundation.com/pages/toonies-for-tummies

About Vince’s Market:
Vince’s is a nationally recognized and award winning, small footprint fresh food retail chain. This privately held company employs more than 300 people in York, Durham, and Simcoe Regions, serving the communities of Sharon, Newmarket, Uxbridge and Tottenham. In 2021, their Tottenham location was recognized as the best small-format grocery store in Canada by the Canadian Federation of In-dependent Grocers (CFIG). In 2019, Vince’s earned the title of Retailer of the Year at the DCI Star Awards. And in 2014, their Newmarket location was awarded 2nd place in Canada for their category by the CFIG. In 2017 and 2018, the chain was recognized as one of “Canada’s Best Managed Companies.”
Vince’s is highly active in the community, supporting many life-changing organizations, including food banks, local shelters, hospice, the Women’s Centre of York Region, and the Mental Health Program at Southlake Regional Health Centre. For further information, visit www.vincesmarket.ca