Western Grocer Serving the industry since 1916
What a year. What a milestone.
The Grocery Foundation officially launched the Make Happy Tummies 2027 Campaign and Gala this week, bringing together sponsors, retailers, manufacturers, community leaders, and industry partners to celebrate a record-breaking year and set the stage for an even bigger campaign ahead.
The June 10th kickoff event, held in Toronto, highlighted the extraordinary momentum behind one of Canada’s most visible and impactful industry-led fundraising initiatives. With participation from more than 1,800 grocery stores across Canada, the campaign continues to unite the food and grocery sector around a shared commitment to supporting children and families in need.
Western Canadian retailers are once again demonstrating exceptional leadership during the campaign, with participation from industry-leading banners such as Save-On-Foods, Buy-Low Foods, Nesters Market, Freson Bros., and Calgary Co-op, as well as hundreds of independent and national grocery partners from coast to coast.
The scale of the campaign provides sponsors (national and regional brands) with unprecedented visibility, connecting brands directly with millions of shoppers through in-store engagement, retailer marketing channels (on shelf, flyers and no Flipp), brand-tagged TV and social media creative, and by-invite events to school breakfast programs with retail leadership across the country, among the sponsorship benefits.
A highlight of the launch event was a dynamic panel discussion featuring industry and community leaders who shared powerful stories, insights, and perspectives on the growing impact of the Make Happy Tummies program. Their message was clear: when the grocery industry comes together, meaningful change happens.
The campaign’s success is built on the dedication of sponsors, retailers, members, volunteers, donors, and advocates whose support has fueled record growth and expanded impact year after year. Together, they have created a movement that continues to strengthen communities while showcasing the grocery industry’s collective commitment to giving back.
As planning begins for the 2027 Campaign and Gala, opportunities are now available for organizations looking to align their brand with one of Canada’s most recognized and respected industry fundraising initiatives.
Sponsorship for both the campaign, which returns nationally in January 2027, and the Gala is now open. Companies interested in reaching consumers through a trusted, purpose-driven platform and joining more than 1,800 participating stores are encouraged to explore partnership opportunities.
The momentum is real. The reach is growing. And the opportunity to make an even greater impact has never been stronger.
To learn more about sponsorship opportunities, campaign participation, or Gala involvement, visit: https://makehappytummies.ca/en/sponsor/, email gabby@groceryfoundation.com, to learn about the Early Bird Sponsorship discount.
