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Canadian food retailer Metro was major sponsor of the first Grand défi Pierre Lavoie (GDPL), which ran from June 12 to June 14, and the company refueled bicyclists with healthy foods throughout the 1,000-kilometer course. The GDPL promotes physical activity and healthier eating habits, and the aim of the biking event was to encourage a healthy lifestyle by emphasizing the importance of physical activity and good nutrition among children and, by ripple effect, their parents.
“It’s only natural that we be involved in such a cause,” said Metro president and CEO Eric R. La Flèche. “The ‘Be Active, Eat Better’ theme is perfectly aligned with our values and our mission to offer Quebecers healthy food choices, particularly children aged six to 12.”
Metro’s province-wide retail network helped to garner publicity for the initiative. Starting in May, Metro’s 223 Quebec stores invited shoppers to buy a $1 lunchbox that children can together like a puzzle, with all profits of sales of the items going to benefit the GDPL. The sales of the lunchbox will continue until June 17. Also distributed were coupons that could be applied to the in-store purchase of various foods that make up a healthy lunch.
The weekend event ended with a major rally involving 5,000 students and 1,000 adults, with the theme of “Get up and move!” Metro hosted a huge picnic at Montreal’s Olympic Stadium, as well as providing dinner, evening snacks and breakfast the next day.
Montreal-based Metro operates a network of close to 600 food stores under several banners, including Metro, Metro Plus, A&P, Super C and Food Basics, as well as over 250 drug stores under the Brunet, Clini Plus, The Pharmacy and Drug Basics banners.