With a purse of $60,000, the Hilary Weston Writers’ Trust Prize for Non-fiction may be among the richest Canadian literary awards, but the young prize, now in its second year, is also hoping to have a sales impact similar to that of the $50,000 Scotiabank Giller Prize.

To that end, prize organizers have announced a unique retail partnership with the Loblaws grocery-store chain, which will carry all five shortlisted titles at more than 200 stores nationwide. According to a spokesperson, the partnership came out of an industry luncheon hosted by Hilary Weston earlier this year in which publishers expressed their desire for retail support in addition to the prize money.

Finalists for the 2nd annual Weston Prize will be announced on Tuesday, with the winner being announced Nov. 20. This year’s jury consists of former Lieutenant Governor of Ontario James Bartleman, past Weston Prize finalist Charlotte Gill (author of the memoir Eating Dirt), and journalist Marni Jackson (Home Free: The Myth of the Empty Nest).