Hellmann’s pays for real food ideas

The brand is evolving its “Real Food Movement” by giving Canadians grants for healthy eating ideas.

 

Hellmann’s is evolving its “Real Food Movement” by giving Canadians grants for good eats.
The brand’s “Real Food Grants” program will dole out portions of a $100,000 nest egg to individuals and organizations actively seeking to educate or connect people with healthy, locally grown nosh. Interested parties can apply by June 30 at Realfoodmovement.ca – where they can also access info on real food and recipe ideas.
Stephanie Cox, senior brand manager for Hellmann’s, says both big and small endeavours will be supported, from a neighbourhood picnic to a farmer’s market field trip to the creation of a real food festival. “It’ll be interesting to see where Canadians take it,” says Cox. “The most exciting part is we’re not trying to prescribe what it’s going to be.”     
The program was unveiled at Toronto’s St. Lawrence Market in April, where resident Hellmann’s chef and Food Network host Chuck Hughes was on hand to demo recipes. The brand has also simplified the ingredients in its ½ the Fat mayonnaise-type dressing and switched to 100% Canadian free-run eggs, changes supported by TV ads and in-store.