MONTREAL, March 30 /CNW/ - Walmart Canada and Breakfast Clubs of Canada announced today that the recent Taste for Learning campaign held at Walmart stores nationwide raised a record-breaking $2.9 million for school breakfast programs across the country serving millions of breakfasts to Canadian children every year.

When children don't start their day at schools with a nutritious breakfast, they can't concentrate in class. They're often absent and their self-esteem suffers. If the situation lasts for many years, a child's chances of succeeding in school are reduced.

During the one-month national campaign, which ran from February 18 to March 21, customers were asked to purchase a $1 bookmark to support school breakfast programs. The in-store campaign raised a record $2.2 million and received more than $630,000 from Walmart Canada's corporate matching grants.

The Taste for Learning campaign received another $115,000 from the sale of select food products at Walmart stores, donated by Breakfast Clubs of Canada partners Saputo, Danone, Kellogg's and Minute Maid. The campaign also featured a "Tell us what you had for breakfast" contest for an all-inclusive seven-night vacation thanks to Air Canada Kids' Horizons, Air Canada Vacations and Occidental Grand Punta Cana resort in the Dominican Republic.

"Walmart has been with us every step of the way," said Daniel Germain, president and founder of Breakfast Clubs of Canada. "In recent years, we've evolved from being a foundation to being an organization that is fully integrated in every aspect of school breakfast programs, from development to funding to operations. Our success is due in large part to Walmart, whose ongoing support has allowed us to build our ever-growing network of full-service school breakfast programs."

That support sees very tangible results when principals, teachers and volunteers weigh in on the impact of breakfast programs in their own schools. "We have seen many positive changes in student behavior since we introduced our breakfast program," said Angela Hodgins from St. Charles School in Sudbury, Ontario. "Students are much more alert during classes, student attendance has improved, and so has overall student academic achievement because students are now able to focus on their work instead of their hunger. This program is invaluable to our school!"

Including this year's Taste for Learning campaign, Walmart Canada, its customers, associates and suppliers have raised and donated close to $13 million for Breakfast Clubs of Canada. Walmart Canada remains Breakfast Clubs of Canada's largest corporate donor and a proud partner since 2005.

"Walmart Canada is proud to continue to support kids' breakfast programs in Canada," said David Cheesewright, president and CEO for Walmart Canada. "Our associates, customers, and suppliers continue to show overwhelming generosity to ensure Canadian children get a nutritious start to their day."

To learn more about Breakfast Clubs of Canada or make a donation online, visit

For further information: David Lussier, Breakfast Clubs of Canada, 1-866-449-4900 X 225; Alex Roberton, Walmart Canada, (514) 347-4923