Black Diamond and Food Banks Canada Help Canadians Access Fresh Food This October

This October, Black Diamond is donating $75,000 in funds and fresh cheese to help Food Banks Canada reach their goal of ensuring that 60% of all the food that is distributed by Canadian food banks is fresh by 2025.

More Canadians than ever rely on food banks to keep themselves and their families nourished. According to Food Banks Canada, in 2023, food bank visits increased by 32% year-over-year. Currently, fresh food represents less than half of all food distributed through food banks across Canada. “With almost two million visits to food banks in one month alone, donations of fresh food are more essential than ever,” says Erin Filey-Wronecki, chief development and partnerships officer, Food Banks Canada.

That’s why Black Diamond is donating $75,000 this year in both fresh cheese and funding to Food Banks Canada, along with assisting in the delivery of their cheese donations to food banks across the country.

“Thanks to the support of generous partners like Black Diamond, we can help food banks make fresh food more accessible to families that need the support. We can also raise critical awareness among our neighbours that providing fresh and nutritious food is the primary goal of food banks across Canada,” Erin says.

“At Black Diamond, we believe there’s nothing like a delicious meal to bring loved ones together to nourish your mind, body and heart,” says Enrique Larez, director of marketing, Black Diamond, a subsidiary of Lactalis Canada. “This initiative allows us to make a difference and remain true to our corporate mission: to enrich and nurture the lives of Canadians by producing nutritious and great tasting dairy products.” 

The creative, developed by Broken Heart Love Affair, highlights the emotional benefits of having access to fresh foods Canadians crave, like cheese. These kinds of fresh foods not only nourish them physically but also provide comfort, joy, and satisfaction on an emotional level.

“At BHLA, we’re passionate about creating meaningful connections between brands and the communities they serve. Supporting Black Diamond in their partnership with Food Banks Canada allows us to amplify the impact of this important initiative in a creative way. We’re proud to contribute to a campaign that not only provides fresh, nutritious food to those in need but also brings awareness to the essential role that food banks play across Canada,” says Rachelle Claveau, executive vice president and managing director, Broken Heart Love Affair.

The campaign includes OLV, Social, and a microsite. Heads &Tales handled PR efforts, and Zenith Media managed media.