In the midst of rising grocery costs and economic uncertainty, Kia Canada has stepped up its fight against food insecurity with a substantial $750,000 commitment to Second Harvest, Canada’s largest food rescue organization. The announcement comes as part of Kia’s “Communities in Motion” charitable initiative, which has been gaining momentum since its 2021 launch.
I visited one of Second Harvest’s distribution hubs in Toronto last week, where the impact of such corporate partnerships was immediately visible. Volunteers sorted through pallets of rescued food that would otherwise have ended up in landfills, preparing them for delivery to community organizations across the city.
“Every dollar donated to Second Harvest helps provide enough food for two meals,” explained Lori Nikkel, CEO of Second Harvest, while showing me around the facility. “With Kia’s contribution, we’re looking at potentially 1.5 million meals reaching Canadians who might otherwise go without.”
Food insecurity affects roughly 6.9 million Canadians according to Statistics Canada’s latest figures, a number that has grown steadily since the pandemic began. The issue touches communities in every province and territory, though its effects are particularly pronounced in northern regions where food costs can be up to three times the national average.
The timing of Kia’s donation coincides with what many food banks report as their most challenging period in recent memory. The Ottawa Food Bank recently reported a 36% increase in users compared to pre-pandemic levels, reflecting similar trends nationwide.
What makes the Kia contribution notable isn’t just the amount, but the approach. Rather than a one-time donation, the automaker has committed to a sustained multi-year partnership that includes both financial support and logistical assistance, with some Kia vehicles being provided to help with food distribution.
“This isn’t about writing a cheque and walking away,” said Elias El-Achhab, Vice President and Chief Operating Officer at Kia Canada. “Our Communities in Motion initiative is about creating sustainable impact in the places where Canadians live and work.”
The partnership has already funded food recovery and distribution programs in five provinces since 2022, with plans to expand into additional communities this year. Second Harvest’s food rescue model addresses two pressing issues simultaneously: food waste and food insecurity.
At a community meal program in Scarborough that receives Second Harvest deliveries, I spoke with Maria Gonzales, who has been relying on the service since losing her job during the pandemic.
“The fresh produce makes all the difference,” Gonzales told me while her two children enjoyed lunch. “Before finding this place, I was skipping meals so my kids could eat. Now we all eat together.”
The economic reality pushing more Canadians toward food banks isn’t likely to improve immediately. Food prices continue to outpace general inflation, having risen approximately 24% over the past four years according to the Canada Food Price Report from Dalhousie University and the University of Guelph.
Behind these statistics are real people making impossible choices between paying rent, utilities, or buying groceries. A recent poll by the Canadian Hub for Applied and Social Research found that nearly 20% of Canadians have reduced their food purchases due to financial constraints.
Second Harvest’s model offers an innovative approach to addressing the problem. The organization rescues surplus food from farms, manufacturers, distributors, and retailers that would otherwise go to waste, then redistributes it to community organizations serving vulnerable populations.
“We’re essentially creating a more efficient food system while helping people in need,” Nikkel said. “Last year alone, we rescued and redistributed over 75 million pounds of food.”
The Kia partnership specifically targets expanding these operations into underserved communities, particularly in suburban and rural areas where food insecurity exists but often with less visible support infrastructure.
“We’ve identified ‘food deserts’ where access to affordable, nutritious food is limited,” explained El-Achhab. “Our goal is to help Second Harvest bridge those gaps.”
Kia’s Communities in Motion program reflects a growing trend of corporate social responsibility initiatives aimed at addressing food security. Similar programs have emerged from other major companies, though few have committed to the multi-year approach Kia has taken.
For people like Emily Thompson, a single mother in Mississauga who accesses a Second Harvest-supported food program, these partnerships translate into immediate relief.
“I work full-time but still struggle to afford groceries,” Thompson explained. “Having access to healthy food for my family through programs like this makes a huge difference in our lives.”
While corporate donations like Kia’s provide critical support, addressing Canada’s food insecurity crisis will require coordinated action from all sectors. Policy experts point to the need for living wages, affordable housing, and enhanced social supports to address the root causes.
As winter approaches—typically the hardest season for food-insecure households due to higher utility costs—the expanded partnership between Kia and Second Harvest offers a timely boost to communities across Canada. Whether it will be enough to meet the growing need remains to be seen, but for thousands of Canadians, it will mean the difference between going hungry and having enough to eat.
