A launch event at the Mustard Street Church鈥檚 food distribution centre in Esquimalt on Wednesday for its fall fundraising campaign wasn鈥檛 held just to prove it鈥檚 鈥渁s easy as pie鈥� to stamp out hunger in Victoria.
The #YYJPieOff Challenge kickoff also gave some high-profile participants a chance to playfully insult each other and do pranks to authority figures without landing in hot water.
Take, for example, Trey Campbell, the Westshore Rebels Football running back who got to give team coach Charlie Cardilichia a pie in the face without worrying he鈥檇 be benched.
鈥淚t鈥檚 all good getting a pie in the face,鈥� smiled Campbell, who was hand-picked for the deed. 鈥淚t鈥檚 for a good cause, so I can鈥檛 really get into trouble for it.鈥�
The Toronto-born football player had another reason to participate in the fun-filled challenge where donors either throw or take a pie in the face to help the street church raise funds and food-insecurity awareness.
Having experienced hunger himself, he was happy to help the non-profit society raise $100,000 and 100,000 pounds of food to restock the pantry at its 13,500-foot food-distribution centre at 808 Viewfield Rd.
鈥淢y mom was a single mother,鈥� said Campbell, 22. 鈥淪he had six kids and it was hard for her sometimes to provide for everyone so I understand how important this is to the community.鈥�
Cardilichia was one of six local personalities who took a pie in the face and gamely risked ridicule while also issuing challenges to peers to get the campaign rolling.
鈥淵ou look like a Smurf,鈥� quipped VicPD Const. Debbie Justice after her colleague, Sgt.聽Sean Plater, had not only his face but his head smeared with shaving cream.
Victoria Shamrocks mascot Rocky Raccoon even got into the act, as did Paul Bruce, the Victoria fire chief who had the good sense to put on sunglasses rather than getting pie-eyed.
鈥淚 did shave this morning. I should have waited,鈥� deadpanned Victoria Coun. Chris Coleman who, after being creamed, challenged fellow councillor Charlayne Thornton-Joe.
鈥淪he sandbagged me last year and I ended up being pied four times on different days,鈥� said Coleman, who also challenged Oay Bay Coun. Kevin Murdoch. 鈥淲e have to spread this around the region.鈥�
Coleman said he likes how the campaign addresses a critical issue, but in a humorous way that engages people.
鈥淚t鈥檚 a very serious issue, but we keep things fun and light,鈥� he said. 鈥淭here are kids in this community who go to school hungry, and they can鈥檛 learn when they鈥檙e hungry.鈥�
Executive director Bruce Curtiss, the first to take a pie in the face during the light-hearted event, admitted shaving cream wasn鈥檛 nearly as tasty as the whipping cream once used, but it sends the right message.
鈥淧eople were right to challenge using real whipped cream,鈥� said Curtiss, who worked in Vancouver鈥檚 Downtown Eastside for 17 years before joining the Mustard Seed last year.
鈥淭his honours the fact we鈥檙e not here to waste food. We rescue food from supermarkets, clean it, pack it, store it and get it within 24 hours to the tables of those who need it every single day.鈥�
The Mustard Seed has expanded its warehouse to meet a growing need, he said, adding future plans call for creation of a processing kitchen, food literacy programs, community kitchens and a dignity market.
鈥淚t鈥檚 a supermarket where people can come and have the dignity of choice,鈥� he said.
Persons in need will be able to come with a shopping buddy who could help them read labels, listen to their stories and make referrals to help them change their situations.
Solving hunger is not just about feeding somebody, Curtiss said, emphasizing their mission is to empower people to make changes in their lives and give them the ability and resources to do that.
鈥淚t鈥檚 Asset Building 101,鈥� he said. 鈥淚t鈥檚 not rocket science. The more assets people have in their lives as opposed to deficits and challenges, the more successful things are going to be.鈥�
To learn more about the challenge that will culminate in a weigh-in at the distribution centre on Oct. 31, visit mustardseed.ca or follow the campaign on Facebook, Instagram or Twitter.