TORONTO – On January 28th, Dave’s Killer Bread is opening the doors to CLUB FED, an un-ignorable pop-up featuring a criminally delicious menu of sandwiches and sides curated by celebrity chef Marc Thuet. At CLUB FED, meals feed potential, with fifty percent of proceeds from each sale going towards charities that give ex-cons and at-risk communities a second chance.
The theme of CLUB FED embodies the brand’s belief that second chances transform lives. This belief comes from Dave (co-founder of Dave’s Killer Bread) who, after spending 15 years in prison, found an opportunity to reinvent himself in the most unlikely of places: the family bakery.
“We believe that a meal can be an act of goodness, and encouraging people to join us in this mission is the goal behind CLUB FED,” added Rachel Leung, Brand Manager, Weston Foods. “In the same way that bread gave back to Dave, we want to give back by supporting rehabilitative and skills training programs, and do so in a bold, killer setting that brings our bread and the brand to life.”
“For all of us at Weston Foods, it’s important to recognize that the mission for Dave’s Killer Bread goes beyond baking the best bread. It’s about believing everyone is capable of greatness.” said Nicole Pekerman, Director of Brands and Marketing, Weston Foods.
Charity partners for CLUB FED include SKETCH Working Arts, a Toronto-based organization that engages youth experiencing poverty and homelessness through the transformative power of art, and Hamilton-based The Bridge, which provides services for men who have been incarcerated to enable rehabilitation and reintegration into their communities.
For the menu, Dave’s Killer Bread has partnered with chef Marc Thuet to curate sandwiches and sides which feature their organic, non-GMO, “nothing artificial, killer taste and killer texture” grain breads. With a background working in Michelin-starred restaurants, Marc has headed up kitchens across Toronto, including his own east-end staple Petite Thuet. Marc is famously known for the television show Conviction Kitchen, where he trained 12 ex-cons to run a restaurant and he has joined the CLUB FED team due to his connection to the brand’s mission.
In setting and ambiance, CLUB FED will be just as bold and breakthrough as the logo and packaging the brand is famous for. The pop-up will mimic a (chic) prison and feature photo-worthy experiences alongside the dining area. True to form, the event will even be partially-staffed by those the brand aims to help.
CLUB FED will be open from January 28th to February 10th for dine-in and take-out:
- Weekdays: 11:30 AM to 8:00 PM
- Weekends: 11:00 AM to 5:00 PM
- Address: 151 Bloor St. West, Toronto, ON
For more information and group reservations, visit www.daveskillerbread.ca/Club-Fed or check out the hashtag #BreakBreadAtClubFed.
About Weston Foods
As bakers, Weston Foods strives to elevate everyday moments for its customers and consumers. As a leading North American bakery company, the company bakes breads, rolls, donuts, pies, cakes, bagels, tortillas, cookies, crackers and more. Weston Foods produces many well-loved Canadian brands – Wonder, ACE Bakery, Country Harvest, D’Italiano, Gadoua, Casa Mendosa and Dave’s Killer Bread, to name a few. The company also supplies ice cream cones and sandwich wafers to the dairy industry and produces U.S. Girl Scout cookies. Employing around 6,000 employees who proudly operate more than 40 bakeries across the U.S. and Canada, Weston Foods products are sold in North American retailers, supermarkets chains and foodservice outlets.
On June 1, 2017, Weston Foods assumed exclusive licensing rights from Flowers Foods, Inc. (NYSE: FLO) to produce and market Dave’s Killer Bread in Canada.
Learn more at: www.daveskillerbread.ca.
About The Bridge
The Bridge is a registered charity that has provided services for men who have been incarcerated for three decades, helping to enable their rehabilitation and reintegration into the community. Located in Hamilton, Bridge House provides transitional housing and support through in-house programs, group meetings and one-on-one interactions in order to improve their life skills and access to training, education and work opportunities. The Bridge also facilitates a Family Support Group, to address the needs of the hidden victims of incarceration—the family members who must deal with the financial and social consequences of the jailing of a loved one. Learn more at: https://hamilton-bridge.ca/message-from-the-board/.
About SKETCH Working Arts
SKETCH Working Arts (SKETCH) is a community arts enterprise based in Toronto. SKETCH engages diverse young people aged 16-29 from across Canada who are navigating poverty, homelessness or are otherwise on the margins to experience the transformative power of the arts, build leadership and self-sufficiency, and cultivate social and environmental change including equitable opportunities. They believe that, when young people engage and develop in the arts, they increase their resilience and capacity to live well and lead in building creative and inclusive communities.
