Feed Opportunity.

Maple Leaf Foods


Develop and execute a signature community investment strategy that will make a positive impact in the lives of the 4,000,000 Canadians who are food insecure.


We created the Maple Leaf Centre for Action on Food Security that identified an audacious goal to drive its impact efforts, to cut food insecurity in half. We helped identify an approach for MLF that would lead to the greatest impact, which was divided into three areas: an innovation fund to help accelerate organizations that were making strides in the area, a learning hub to help share research and help spur collaboration, and advocacy to create change on a government level. We also created a consumer-facing brand – Feed Opportunity – to engage consumers via social media and MLF brand channels.


The platform launched on December 5, 2016 to an overwhelmingly positive response. To date, four organizations have been funded and bold plans are underway for 2017.

20 million online advertising impressions