With the new school year just days away, Breakfast Club of Canada is launching its annual fundraising and awareness campaign. One in three Alberta children lives in a food‑insecure household, and nearly 2.4 million kids across Canada face the same reality.
Back‑to‑school usually means new opportunities and new friendships. But for many children, much more than breakfast is missing; they lack the energy, focus and confidence needed to learn and participate fully.
Julie Desharnais, the Club’s President and CEO, said the mission remains simple: help children reach their full potential. She stresses that no child should worry about having breakfast or the chance to thrive. A supportive learning environment, she says, starts with a nutritious meal every morning.
As demand for school breakfast programs grows, the Club is pushing for long‑term, sustainable solutions. With rising living costs and inflation, the organization says it’s crucial to step in where support is missing. Their campaign encourages Canadians to show solidarity so children can start each day with a nutritious meal.
At the start of the school year, many families struggle to afford healthy food as expenses climb. The Club supports 300 breakfast programs across Alberta, serving more than 45,500 children. In 25/26, 93% of schools reported that breakfast programs helped families with morning routines and food access.
François Jolicoeur, Director of Programs and Operations, says developing their own menus ensures children get the best possible options. Local sourcing supports Canadian businesses and strengthens the economy. It also helps maintain high standards for nutritious, accessible foods.
This year’s campaign includes a donation‑matching initiative from the MTY Foundation, running until October 31. The Club will share stories and updates on its website and social media to raise awareness. Canadians can donate by texting “CLUB” to 20222 or visiting breakfastclubcanada.org/donate.
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