Innovative Initiatives to Support Breakfast Programs

Every morning, a nutritious breakfast transforms a child’s day, promoting learning and well-being. But behind every meal is the collaboration that makes it possible. belairdirect’s commitment is driven by its desire to support communities in need and foster the development of children across Canada. Since 2018, the organization has supported breakfast programs, donating over $3.9 million to date.

Belairdirect’s generosity has enabled the Club to support thousands of school nutrition programs, ensuring that children across the country have access to the nutritious food they need in the morning to fully develop and thrive.

Creativity for the Cause

For belairdirect, this commitment goes far beyond numbers. Marie-Claude Filion, Marketing Specialist, Brand strategy at belairdirect, shares her vision:

“I have been particularly touched by the latest economic news and statistics on the difficulties Canadian families face in making ends meet, feeding their families, and preparing for the back-to-school season in the fall of 2024.

I wanted to mobilize all internal teams, unite our strengths, and leverage the “power” of marketing to broaden the reach and impact of our message.”

In October, belairdirect introduced an innovative campaign in partnership with Breakfast Club of Canada where every first login to its app generates a $2.00 donation to the Club.

“The initiative perfectly aligned with our brand values, particularly generosity, and supports our engagement to building more resilient communities. At belairdirect, we are driven to help others.”

Since 2018, belairdirect has supported the Club with signature events, such as the Golf & Bike Classic, and has been involved in events such as the Osheaga festival in Montreal, where $4.00 per waffle sold was donated to the Club.

These initiatives reflect genuine creativity and a desire to involve customers and employees in a cause that has a tangible impact on the well-being of children across the country.

Human Impact at the Heart of Commitment

Above all, it is belairdirect’s dedication to building resilient communities that is remarkable, as Juan Camilo Rendon Ocampo, Manager, Social Impact, North America points out:

“Building resilient communities starts with ensuring that people have access to the most basic needs — food being one of them. I’ve had the privilege of collaborating with Breakfast Club of Canada over the years and witnessing firsthand how their approach of providing nutritious breakfasts to children is helping to build a brighter future.”

Corporate donors like belairdirect are one of the key reasons we’ve been able to sustain our operations for 30 years, enabling more than 650,000 children across the country to access a nutritious breakfast and build a foundation for lifelong learning and success. We are deeply grateful for the incredible support we have received from belairdirect. Their dedication to supporting breakfast programs is truly inspiring.