In many rural communities, food-insecure families are carrying an even heavier load. Limited job opportunities, fewer services, and higher basic living costs make it incredibly hard for some parents to keep food on the table.
More than 15% of Albertans – over 800,000 people – live in rural areas, small towns, and isolated communities. Based on the latest data, we estimate that over 225,000 rural citizens face persistent difficulties with food insecurity.
For these rural families, access to community and social supports is more limited. The few food programs available often struggle with low funding, limited donations, and restricted hours.
This harsh reality affects every aspect of children’s lives – from their mental and physical health, to their friendships and learning.
That’s why, last year, I Can for Kids expanded our grocery gift card program to more than 60 rural communities in Central Alberta – made possible thanks to a partnership with McMan Central Region (McMan) and generous support from Nutrien and Inter Pipeline. Support is offered through eight McMan community branches, and 34 different programs and services.
In 2025, this partnership enabled us to distribute $110,000 in grocery gift cards to reach 5,800 children in those communities.
“Our dignity- and choice-based model transforms the way we help food insecure kids and families in rural areas,” says Bobbi Turko, Executive Director. “It’s simple, efficient, and highly effective.”
What frontline staff see every day
Stories from McMan’s frontline staff show rural families facing big challenges: single parents raising kids alone, large families stretched thin by soaring rents, and moms juggling disabilities, trauma, or medical crises on top of day-to-day expenses. Some parents lack transportation, suffer poor mental health, or struggle with addictions.
“The vast majority of our clients also face food insecurity,” says Jennifer Sutherland, Senior Practice Specialist, McMan. “This often forces them to choose between paying bills and buying groceries. The constant worry about where the next meal is coming from overshadows everything else.”
Across every situation, grocery gift cards can provide a lifeline.
“Our partnership with I Can for Kids enables us to offer immediate relief,” says Jennifer. “Grocery gift cards allow them to access food in a supportive, dignified way, easing the stress, pressures, and stigma of food insecurity. This helps families stabilize enough to take the next step – whether that means attending school, applying for work, managing a budget, or simply getting through the week.”
And, in small towns where everyone knows everyone, privacy matters. Through grocery gift cards, kids and parents get help without fear of judgment.
“Children can learn, grow, and thrive when they are receiving regular, nutritious food,” says Jennifer. “The program enhances McMan’s ability to support and assist our families to make positive change.”
Nutrien: Why we give
As a global leader in agriculture, Nutrien is committed to feeding the future. They work every day to strengthen food security around the world. With their strong presence of operations, customers, and employees in Alberta, this rural outreach is a natural fit.
“Our partnership with I Can for Kids and their grocery gift card program is an innovative way to help food-insecure families in rural Alberta communities where we live and work. Investing locally helps those communities thrive.
Together, we’re delivering dignified access to healthy food in rural communities that don’t always have the same resources as larger cities.
We hope to relieve the profound burdens of food insecurity, improve access to nutritious food options, and nourish kids and families for school, work, and play.
We’re proud to support I Can for Kids and their evidence-based model to build a better future for thousands of rural children.”
Chloe Sprecker, Community Relations and Investment Manager, Nutrien
Meet the kids and parents we’ve helped
60%
of caregivers are single parents – mostly mothers, but dads are affected too
70%
struggle with poor mental health – compared to about 40% of their city counterparts
50%
are living with a disability – compared to about 20% in Calgary
27%
are Indigenous families
What families told us
Through program evaluations and direct recipient feedback, we learned the lifechanging benefits of our model for rural families and kids. And, across many dimensions, rural families reported even greater benefits from the program than their urban counterparts.
Restoring much-needed breathing room
Raising six children and teens on income support, Courtney* was stretched to her limit, both emotionally and financially. Nearly every dollar she received went toward rent, leaving little room for groceries and other essentials. With no reliable transportation and ongoing mental health challenges, the kids did not attend school regularly – cutting them off from school meal programs that could help.
Everything began to shift when the family accessed iCAN grocery gift cards through McMan. She could stock her fridge from the closest grocery store, and worry less about where the next meal would come from. With help from a family support worker, she’s learning how to stretch her grocery budget, plan healthy meals, and navigate daily challenges like transportation. She is also working closely with the children’s schools for additional support. The gift cards didn’t just put food on the table – they eased her stress, restored a sense of control, and gave her family much-needed breathing room.
—Story shared by Kim R, Family Support Worker, McMan, Red Deer
*Name changed to protect privacy.
Choosing fresh and nourishing foods – at the local grocery store
Parents say that grocery gift cards enable them to afford more fresh and nourishing foods for their kids. Their top choices include fruit, vegetables, meats, dairy products, and eggs.
90%
buy more fresh foods
70%
buy all ingredients for a whole meal or recipe
65%
make special meals
40%
buy foods that help with their health
Parents say that, with our support, their kids…
An emotional turning point
Jennifer* supports eight children with just one income. She recently went through a particularly
rough period.
Her financial situation was dire, and she even considered selling possessions for cash but had little to sell. She shared her feelings of failure as a mother with a home visitor from McMan. Without reliable food for the family, she struggled to achieve other goals to improve her circumstances. Grocery gift cards provided much-needed help, enabled her baby to have milk, and her kids to have nutritious options like fruits and vegetables. The family is now moving forward from this crisis.
—Story contributed by Judy F, Home Visitation Worker, McMan, Rocky Mountain House
*Name changed to protect privacy.
Deepening this incredible partnership
The lived experiences of recipients like Jennifer, Courtney, and many others clearly show the urgent need for our program in rural communities.
“Thank you to Nutrien, Inter Pipeline, and McMan Central for this incredible partnership,” says Bobbi. “We’re already making a big impact in dozens of small communities – grounded in the belief that every family deserves to shop in their local grocery store like everybody else. This year, we will continue our collaboration, and take food insecurity off the table for even more rural children and families.”
