The thunderous roar of Commonwealth Stadium may seem worlds apart from the quiet desperation of food insecurity, but the Edmonton Elks are bridging that gap through their renewed partnership with Purolator’s Tackle Hunger campaign, now entering its 21st season of operation across Canada.
On Thursday, Elks players traded their helmets for sorting gloves as they volunteered at Edmonton’s Food Bank, processing thousands of pounds of donations that will help feed vulnerable communities throughout the city. The initiative comes at a critical time when food bank usage has reached unprecedented levels across the province.
“When you see the sheer volume of food moving through these facilities, it really hits home how many of our neighbors are struggling,” said Elks defensive lineman Jake Ceresna, who participated in the sorting event. “As athletes, we’re fortunate to have a platform, and using it to highlight food insecurity feels like one of the most important things we can do off the field.”
The Purolator Tackle Hunger campaign has become a fixture in Canadian sports philanthropy, collecting over 18 million pounds of food donations since its inception in 2003. The program operates at CFL games nationwide, but the relationship between the Elks and Edmonton’s Food Bank has developed into something particularly special.
Food bank executive director Marjorie Bencz notes that the timing couldn’t be better. “Summer months typically see donations decline while need remains constant or even increases with children out of school meal programs,” Bencz explained. “Having the visibility the Elks bring to our cause during these months helps us maintain our essential services when we might otherwise see shortfalls.”
Recent data from Food Banks Canada shows Alberta experiencing a 91% increase in food bank usage since 2019, among the highest provincial increases in the country. Economic pressures, including inflation and housing costs, have pushed many previously secure households into positions where they must choose between rent and groceries.
The Edmonton Elks organization has integrated the food drive deeply into their game-day experience. Fans attending the July 11th home game against the Hamilton Tiger-Cats are encouraged to bring non-perishable food items or make monetary donations at stadium collection points. Purolator has pledged to match cash donations dollar-for-dollar up to a predetermined amount.
“A professional sports team exists within a community ecosystem,” said Elks President and CEO Rick LeLacheur. “When parts of that ecosystem are struggling, we have a responsibility to respond. That’s not just corporate social responsibility—it’s being good neighbors.”
The initiative has evolved beyond simple collection, now incorporating educational components about nutrition insecurity and systematic approaches to addressing hunger. Several Elks players have committed to making regular appearances at the food bank throughout the season, creating sustainable engagement rather than one-off events.
For Edmonton’s broader business community, the partnership demonstrates how sports organizations can leverage their public profile for significant social impact. The campaign generates approximately 40,000 pounds of food annually for Edmonton’s Food Bank alone.
As food insecurity continues to affect an alarming number of Canadians, how might other industries follow this model of converting public visibility into tangible community support?
