Molson Coors Canada

Molson Coors Canada
The Firkin Group of Pubs

The Firkin Group of Pubs
Meal Exchange.

Meal Exchange.

November 29, 2010 11:39 ET

Raising a Pint to Raise Awareness of Food Security

Molson Coors Canada & Firkin Group kick off Annual Holiday Campaign in Support of Meal Exchange

TORONTO, ONTARIO--(Marketwire - Nov. 29, 2010) - Molson Coors Canada and the Firkin Group launched their annual "Raise a Pint" holiday campaign today, partnering with the student-founded, youth-driven charity, Meal Exchange in an effort to tackle local hunger and educate the public on food security. Raise a Pint provides an opportunity for Ontario pub patrons to support Meal Exchange by purchasing a Molson Canadian or Molson Canadian 67 starting today through December 31st. For every pint raised, Firkin and Molson Coors Canada will donate $0.25 to Meal Exchange.

This is the sixth year that Molson Coors Canada and the Firkin Group have run the Raise a Pint campaign, and this time around, the fundraising goal is set at $15,000.

"Playing our part in the communities where we work and live has been a part of the Molson Coors Canada tradition for 224 years," says Traci Shepheard, Key Account Manager at Molson Coors Canada. "We're proud to partner with Meal Exchange and Firkin Group to help connect Canadians to their communities by raising a pint!"

Adding a new twist to the campaign this year, student volunteers from Meal Exchange will also be visiting the participating Firkin pubs throughout the campaign to chat about Meal Exchange and food security with the Firkin staff.

"This initiative is a great way for our participating pubs and their patrons to give back to an important cause that affects many families in Ontario," says Larry Isaacs, Director of Marketing at the Firkin Group. "We look forward to having Meal Exchange folks join us at our pubs across the province."

1 in 10 Ontario households lack the physical and economic means to access sufficient, safe and nutritious food. While over 375,000 turn to a food bank each month for assistance, many more sacrifice their diets in other ways in order to make ends meet.

"There's no question that the money raised will help our award-winning programs that address hunger in Ontario communities," says Dave Kranenburg, Executive Director of Meal Exchange "but I'm equally excited about the opportunity to chat with Firkin staff and patrons about food security and invite them to support our work throughout the year".

Ontarians can show support by visiting one of the 29 Firkin Pub locations November 25th through December 31st, 2010. During the campaign period, Ontarians can also participate in an online food security quiz found at www.mealexchange.com/molsoncanadian to enter for a chance to win a Molson Canadian beer fridge, care of Molson Coors Canada and Meal Exchange. 

ABOUT THE FIRKIN GROUP

Founded in 1987 by Stanley Adelson and Ian Fisher, the Firkin Group of Pubs is North America's largest growing chain of neighbourhood pubs - a welcoming place to meet friends for a pint, some fine food and a good time. The Firkin Group is the largest pub chain in Canada, with 29 locations in Ontario.

ABOUT MOLSON COORS CANADA

Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer with operations in Canada, the U.S., U.K and Asia. The Company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, and Foster's Lager. Molson Coors Canada employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is committed to promoting its products and events in a responsible manner.

ABOUT MEAL EXCHANGE

Meal Exchange's first chapter was established at the University of Guelph in 1997. It is now a national student-founded, youth-driven, registered charity that engages, educates and mobilizes youth to work with their communities in order to alleviate hunger locally and achieve food security. Its programs have been run in over 75 communities across Canada and generated over $3 million worth of food. 

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