FEED THE DREAM – Paris 2024 Athletes

Empire Co., the Official Grocer of Team Canada, is proud to continue the Feed The Dream platform, pledging $1 million to help nourish Canadian athletes on the road to continued success after the Paris 2024 Paralympic Games.

As part of the Feed The Dream campaign, all Paralympic and Olympic athletes who represent Canada at the Paris Games will receive grocery cards that can be redeemed at the following locations: stores across Canada including Sobeys, Safeway, IGA, IGA extra, Garden Market IGA, Foodland, FreshCo, Chalo! FreshCo, and Thrifty Foods.

The $1M will be divided equally between all qualified Paralympic and Olympic athletes who compete for Canada at Paris 2024.

Empire Co. is proud to Feed The Dream of Canadian athletes by providing them access to great food as they represent Canada on the global stage.

Paris 2024 Canadian Paralympic Team – Frequently Asked Questions

How much will each athlete be getting of the $1 Million?

The $1 million will be split evenly amongst all qualified Paralympic and Olympic athletes that represent Canada at the Paris Games. Based on the exact number of athletes that compete in the Games, the amount per athlete will fluctuate. This page will be updated as the number of recipient athletes is finalized.

Which athletes are eligible for the program? How will eligible athletes receive their grocery card?

Athletes that are nominated for the 2024 Canadian Paralympic Team and travel to Paris will receive a card. The cards will be shipped directly to athlete’s home addresses (in Canada only) or their NSO head office.

Where can athletes use their grocery cards?

The Athlete Grocery Cards will be redeemable at all Sobeys Inc. stores across Canada including Sobeys, Safeway, IGA, IGA extra, Garden Market IGA, Foodland, FreshCo, Chalo! FreshCo, and Thrifty Foods.

Can I use the grocery card on any products available at the stores listed above?

Correct, your Athlete Grocery Card can be used for all in-store purchases, with the exception of purchasing gift cards.

Do I need to show ID when I use my grocery card?

Correct, to ensure that only qualified Canadian Paralympic Team athletes are able to use the Athlete Grocery Cards, you may be asked to show a piece of government photo ID to confirm your identity. This is for theft/loss prevention purposes.

Can I lend the grocery card to a friend or family member?

Athlete Grocery Cards can only be used by the individual whose name is represented on the card.

When will athletes be able to use their grocery cards?

Athletes will be able to use their grocery cards as of October 15th, 2024. They will be pre-loaded with $1,286 and the remaining balance of funds will be loaded onto the cards automatically on February 1st, and March 1st. Athletes will be able to use their grocery cards until December 31st, 2025, at which point all unused funds on the cards will be pooled into a donation to the COPSI network.

Why are Sobeys & the Canadian Paralympic Team making this commitment?

At Sobeys Inc. we believe in the power of sport to inspire and unite Canadians. No sporting event brings the country together like the Paralympics.

Why is it important for Sobeys to support athletes specifically?

Athletes need our support. While there are many household names in the Canadian Paralympic family, they aren’t compensated like professional athletes. They rely heavily on their communities for support and funding. Many work multiple jobs to pay for their training while they pursue their dreams – and the hopes of our nation. No one should have to worry about putting food on their plates.

When will athletes receive their grocery cards?

When Canadian Paralympic Team athletes return home from Paris, their Sobeys Inc. Athlete Grocery Cards will be shipped to their home address. This allows them to use the card for nourishing food when they arrive home.

How can athletes find out the balance of funds on their grocery cards?

The cards will come pre-loaded with $1,286 of funds, and will be loaded again with the remaining balance of the funds February 1st, and March 1st. Athletes will be able to check the balance on their cards either in store or by calling 1-800-832-0717.

When in the month does my card get reloaded?

Your card is already pre-loaded with $1,286 and will be loaded a second time no later than February 1st 2025. Additional loads will take place throughout 2025 – specific dates and amounts will be updated on this page.

How will I know when my card has been reloaded?

An email communication will go out to all qualified Canadian Paralympic Team athletes who received a grocery card prior to the end of 2024 and again as cards are uploaded. You can also check the balance on your card either in store or by calling 1-800-832-0717.

When will the grocery cards stop being reloaded with funds?

The final load date will be updated on this page or communicated to you via email. Your Athlete Grocery Card will expire on December 31st 2025 and all remaining funds will be allocated to a central fund that will be donated to the Canadian Olympic & Paralympic Sport Institute Network to continue supporting Team Canada athletes. Please ensure that you use all of your funds before December 31st, 2025.

How do I replace a lost card?

If you have a lost or stolen card, please reach out to partnerships@paralympic.ca as soon as possible and notify them of the situation. They will inform you on next steps.