Vince's Market has provided pandemic-weary seniors in Newmarket with a little S.O.S.
The independent grocer launched its #S.O.S. (Support Our Seniors) Project Smile campaign in September, after many delays due to the pandemic, to bring cheer to seniors who have felt especially isolated during the pandemic.
Vince's pooled resources from its ongoing community support fund and customer donations to host a party at Chartwell Alexander Muir Retirement Residence in Newmarket, as well as at Shobrook Gardens in Uxbridge and Kingsmere Retirement Residence in Alliston.
“This initiative was created to uplift and bring smiles to our senior communities,” said Maria Ciarlandini, Vince’s community ambassador. "Our intentions were to make awareness of this simple campaign and also bring together the communities by this act of kindness."
Though largely supported by the company's community support fund, Vince's wanted to share the good feeling of giving back to seniors in the community, said Ciarlandini, so they asked customers from three of its retail locations to donate as well.
Residents were treated to COVID-19-safe parties that included custom party platters "with all the trimmings."
“Social activities are a powerful tool against loneliness, and there’s nothing like good food and good company to rekindle some of the connections that may have been lost during the pandemic,” said Giancarlo Trimarchi, partner at Vince’s. “We are pleased we could provide what was needed for these long-overdue celebrations, and thank our customers for contributing as well.”
Lifting the spirits of seniors is needed "now, more than ever," said Neil Moore, brand manager at Vince's.
Loneliness is linked to higher mortality rates for people aged 65 or older, according to a Statistics Canada report released in June 2020.
"The pandemic has had a terrifying and significant impact on the health, well‐being and quality of life of Canada’s older adults. This impact has been most notable in long‐term care (LTC) homes, where the pandemic has had devastating effects. Older adults everywhere have experienced loneliness and isolation from their families and loved ones, which have significantly impacted their mental health," the Canadian Nurses Association stated in a June 2021 briefing.
Project Smile is the company's second #SOS campaign after Support Our Shelters in 2020.
The parties were restricted to fully vaccinated guests, and fully complied with all public health protocols and restrictions.
