"Whirlpool Canada participates in a wide range of social activities," says Jerry Redmond, Former General Manager for Whirlpool Canada Inc. "We are committed, not only to being the largest and most profitable major appliance supplier in Canada, but also to making Canada a better place to live."

Whirlpool Canada has a long history of social and environmental responsibility. The company’s participation includes: helping to launch a City of Toronto initiative to increase consumer purchases of environmentally friendly products; supporting the United Way and Habitat for Humanity; and bringing KitchenAid Cook for the Cure to Canadians who wish to support breast cancer research.

In 2002, Whirlpool Canada participated in and supported a City of Toronto initiative called the Clean Air Consumer’s Guide. This guide presents consumers with smart environmental choices when they are out shopping for a wide range of products including: appliances, automobiles, home office products, lighting, home improvements and heating and cooling equipment. The guide was so well received, that Whirlpool Canada again participated in its development in 2003, reaching over 700,000 consumers.

Also in 2002, Whirlpool Canada won the Outstanding Employee Campaign in the Peel Region for their work with the United Way. "The award is given to the company with the most outstanding and extraordinary campaign that yields a significant increase in participation and dollars raised over the previous year," says Redmond. "We increased how much we raised by 30% in 2002".

Whirlpool Canada encourages its employees to volunteer in the community (the company pays staff to participate in the United Way Days of Caring, for example). The company also solicits input from employees on the management of a special fund that supports everything from women’s shelters and school breakfast programs to local sports clubs. And, since 1999, Whirlpool Canada has proudly donated a refrigerator and range to every home built in Canada by Habitat for Humanity.

In April 2002, KitchenAid Cook for the Cure was launched as a leading fundraising program for the Canadian Breast Cancer Foundation (CBCF). Since that time, it has raised over $100,000 for this worthy cause, while generating significant awareness and creating emotional connections with consumers. This project will continue to be a cornerstone initiative for the KitchenAid brand for years to come.

"Our employees work hard to make us the number one supplier of major home appliances in Canada," states Redmond. "But, they always have time to lend a hand to those in need."