Charitable causes and foundations across the globe connect people based on life experiences. Our battles may vary: cancer, environmental protection, children’s health, hunger, etc. – but the importance of support and a common goal remains the same. And, as we recently saw at Fresh Summit, cause-based marketing promotions by companies across our industry are reaching out to support consumers and the causes they believe in. Their efforts aren’t only raising awareness. They are also creating immediate and undeniable bonds with consumers, the charities and, especially, those of us closely involved in “the fight”.
Although cause marketing made a splash at Fresh Summit, this isn’t a new phenomenon. The fresh produce industry has a long history of giving back. These, along with many others, are putting their money where their mouths are and then promoting their efforts for the good of the cause and their companies:
- Cal Giant, currently promoting breast cancer awareness, has been an active supporter of the American Cancer Society for over 30 years
- In over a decade of giving, D’Arrigo Brothers/Andy Boy has officially donated over $1 MILLION to the Breast Cancer Research Foundation
- Paramount Citrus/POM Wonderful throws a one-two punch against childhood cancers and environmental waste
- And the list of companies that shared fresh produce with their communities via the Fresh for Ellen campaign is a long one
Another example of produce companies coming together to support a worthy cause is the City of Hope’s Walk for Hope. Held in Los Angeles each fall, this year’s event will take place on November 7th and raise funds and awareness to fight women’s cancers. TEAM PRODUCE consists of over 125 walkers involved in the produce industry, with over $25,000 pledged by corporate sponsors. Also, TEAM PRODUCE will distribute $85,000 in produce to an expected crowd of 9,000 total walkers. See what a huge impact we can make by working together?!? For information on joining TEAM PRODUCE, please contact Marty Craner at bcfresh@flash.net.
Walk for Hope Corporate Sponsors:
| DLJ Produce B & C Fresh Sales San Miguel Produce Hero/White Wave Hansen’s Juice |
Apio Crave! at Work/Coast Produce Davis Lewis/ICD Hallandia Produce Ready Pac Produce |
Sambazon Progressive Produce Boskovich Farms Tri-unfo |
And let’s not forget the everyday giving. By supplying products that are fresh, nutritious and delicious, we are providing health and happiness to our global neighbors and that is no small thing.
So What?: Our industry has a long history of giving and, with very visible and abundant products, many opportunities to make an even greater impact. It’s time to connect with a cause and promote your company’s charitable efforts. Create a bond with consumers who are passionate about your cause and, at the same time, discover how you can truly MAKE A DIFFERENCE.
