For the first time ever, Canada’s Olympic team has an official grocer.
Empire Company Ltd.—parent company to
Sobeys, IGA, Safeway, Farm Boy, Foodland, FreshCo, Thrifty Foods and
Rachelle Béry—made the announcement it had partnered with the Canadian
Olympic Committee to become Team Canada’s official grocer at a launch
event at its Mississauga, Ont. office on Oct. 7.
Crowds of Empire staff, all dressed
in red shirts for Canada, filled the main floor to watch the
announcement, while the festivities were broadcast to Empire offices
across the country.
“There are two things that unite our
country: sports and food. So what a great combination we’re announcing
today,” said Michael Medline, Empire’s president and CEO, addressing the
Empire’s soon-to-be-launched e-commerce platform, Voilà by Sobeys, will
also be the official online grocer of Team Canada; and Medline
announced there would be a special partnership with the women’s hockey
team specifically, with Empire becoming the “exclusive partner of the
Canadian National Women’s Hockey Team.”