Loblaw’s Private Brands Raise Money For Habitat for Humanity

As part of a new multi-year partnership, Loblaw’s Everyday Essentials Private Brand will be introducing specially designed fundraising items to benefit Habitat for Humanity Canada into Loblaw stores across the country. The Everyday Essentialsbrand offers great quality, affordable home goods to Canadians with its extensive range of over 500 terrific quality home decor, table top and appliance products from toasters to 20-piece dish sets; many of which are priced at under $20.

“When we heard about the important work that Habitat for Humanity does in addressing the affordable housing crisis in Canada we were very keen to get involved,” says Joseph Mimran of Joseph Mimran & Associates, Creative Director Apparel, Home and Entertainment for Loblaw Companies Limited. “In addition to creating fundraising products to support this effort our teams will volunteer their time and energy to home builds across the country.”

The first product developed to benefit the cause is a set of four striped porcelain mugs housed in a cute hat box for $10*. The net proceeds of the Everyday EssentialsHabitat for Humanity Canada Mug Set will be donated to Habitat for Humanity Canada to help support their programming including the recently launched 360 Built Smart Partnership. Loblaw has committed to contribute $80,000 a year for the next three years to Habitat for Humanity Canada.

The goal of the 360 Build Smart program is to build sustainable communities across Canada by funding activities around the following pillars:

  • Family Outreach & Financial Education
  • Homeownership & Environmental Impact
  • Volunteer Engagement
  • Local Collaboration & Partnership
  • Safety Commitment

HFHC are working towards a vision of a world where everyone has a safe and decent place to live; we are proud to partner together to achieve our mission of mobilizing community partners and volunteers in building affordable housing and promoting homeownership as a means of breaking the cycle of poverty.

“Habitat for Humanity Canada is proud to partner with Loblaw to create more awareness around the affordable housing crisis in Canada,” says Stewart Hardacre, President & CEO of Habitat for Humanity Canada. “Their participation in our 360 Built Smart Partnership will help us build our capacity to provide more low-income families than ever before with the hand up of homeownership.”

The Everyday Essentials Habitat for Humanity Canada Mug Set ($10) are made of porcelain and are dishwasher and microwave safe. They will be sold at participating Loblaw banner stores across Canada starting early August including select Real Canadian Superstore, Maxi & Cie, Extra Foods, Nofrills, Real Canadian Wholesale Clubs, Your Independent Grocer, Valu-mart, Fortinos, Provigo, SaveEasy, Zehrs, Dominion, and Loblaws locations.

Starting this summer, Loblaw and Joseph Mimran & Associates employees will also be participating in Habitat for Humanity Canada home builds to help create even more affordable housing for those in need.


This is yet another Private Brand with a remarkably similar generic name: Everyday Essentials from Loblaw, Essential Everyday from Supervalue and My Essentials from Delhaize.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.