As the holiday season arrives, many of us are thinking about connection — how we can show kindness, care, and support to the people around us. At the Hillhurst Sunnyside Community Association (HSCA), we believe that one of the most powerful gifts a community can offer is access to fresh, affordable food.
This year, we’re inviting you to help make that possible for your neighbours through HSCA’s Grocery Subsidy, delivered in partnership with the Fresh Routes Mobile Grocery Store.
Why This Matters: Food Insecurity Is Rising in Calgary
More families in our community are struggling to afford nutritious food. According to Statistics Canada (2023):
31.9% of Calgarians experienced food insecurity — a 28% increase over the previous year.
The Calgary Foundation’s 2025 Quality of Life Report highlights the real stories behind these numbers:
Nearly 1 in 4 households have skipped meals.
44% of parents skipped a meal so their children could eat.
88% of people have adjusted their daily lives just to afford rising food costs.
These aren’t distant statistics — they’re our neighbours, families in our programs, and members of our community.
How HSCA Supports Families Through Fresh Routes
Every Monday from 4–6pm, the Fresh Routes Mobile Grocery Store sets up inside HSCA, offering fresh produce, affordable staples, and culturally diverse foods.
For residents experiencing food insecurity, HSCA provides a grocery subsidy that helps them shop with dignity and autonomy — choosing the foods that best suit their families while easing financial pressure.
Instead of receiving pre-selected items, families get the freedom to choose what works for them. That’s the heart of this program: choice, dignity, and community connection.
How You Can Help This Holiday Season
If you’re looking for a meaningful and accessible way to uplift neighbours during the holidays, supporting HSCA’s Grocery Subsidy is a powerful option.
💛 Every donation directly supports HSCA’s subsidy for the Fresh Routes market, helping families access fresh, quality food now and into 2025.
Whether you’re able to give a little or a lot, every contribution truly makes a difference. This is a wonderful option for anyone who wants to support their community — even if participating in programs like our Holiday Matching Program isn’t possible this year.
Donate When You Shop on Mondays
If you already visit the Fresh Routes market, giving is incredibly easy.
🛒 You can donate right on-site while you’re grabbing your groceries on Mondays.
Just speak to an HSCA staff member at the front — they’ll help you make a quick contribution that goes directly toward the grocery subsidy for neighbours who need support.
This small act during your regular shopping trip can have a big impact for families in our community.
Donate Anytime Online
For those who prefer to give online:
Donate through our Amilia store
https://app.amilia.com/store/en/hsca/shop/fundraising/1519518
It takes just a few moments and supports the same subsidy that helps families shop confidently each week.
Why Your Support Matters
Food is a foundation. It brings families together, supports health and stability, and makes the holiday season feel warm, connected, and hopeful.
Your support helps provide:
Fresh, quality food
Dignity and choice
Stress relief during an expensive season
Community connection that lasts beyond the holidays
Together, we can strengthen the fabric of Hillhurst Sunnyside and ensure neighbours feel supported, seen, and valued.
Thank You for Supporting Your Community
Your generosity helps individuals and families breathe a little easier this season and builds a stronger, more connected community for all.
Sources:
Statistics Canada, 2023
Calgary Foundation, 2025 Quality of Life Report