Good Times

The produce industry gives back through cause-related marketing campaigns that share health and wealth.

Produce is a feel-good business. It embraces the pursuit of health and wellness through eating fruits and vegetables. So it’s not surprising that in this industry focused on well-being, giving back is how it’s moving forward.

Supermarkets, suppliers and industry organizations alike have adopted cause-related marketing as a way to raise much-needed funds for everything from food banks to veterans to school salad bars. Consumers have taken notice, and are weighing in by where they shop and what they buy.

Cause-related marketing and corporate social responsibility (CSR) have never been more prevalent, nor a more powerful diferentiator at the register, according to Boston-based Cone Communications. Its “2013 Cone Communications/Echo Global CSR Study” revealed that the majority of consumers are looking for products and services that demonstrate social and/or environmental benefits.

The study, which examined the attitudes and preferences of some 10,000 consumers in 10 of the largest countries in the world by GDP, including the United States, found that 91 percent of global consumers are likely to switch brands to one that supports a good cause, given similar price and quality, and 92 percent would buy a product with a social and/or environmental benefit if given the opportunity.

An overwhelming 93 percent of consumers polled said they wanted to see more of the products and services they use support social responsibility. And more than eight out of 10 said that this show of support impacts where they shop and which products and services they recommend.

“This research reveals an increasingly social, savvy consumer who is looking for proof of progress,” says Alison DaSilva, EVP for research and insights at Cone Communications. “Varying degrees of perceived individual and corporate impact underscore the overwhelming need for companies to consistently communicate both corporate and consumer CSR return.”

Think Pink

Positive consumer feedback from Yerington, Nev.-based Peri & Sons Farms’ annual breast cancer awareness campaign is what inspires the onion supplier to look for new ways to educate and inform. “Over the last few years, we have received hundreds of messages thanking us for supporting the cause and sharing stories about friends and family who are currently fighting or have survived the disease,” says Teri Gibson, director, marketing and customer relations. “This type of customer engagement is very moving and rewarding.”

This year, Peri & Sons has teamed with cancer wellness specialist and cookbook author Rebecca Katz for its breast cancer awareness pink promotion that runs through the end of October.

The promotion, which includes vibrant and informative packaging for Peri & Sons onions, engages consumers with a QR code that takes users to a landing page featuring free recipes developed by Katz. Consumers also get to vote online for the charity that will receive Peri & Sons’ annual contribution.

“In our own little way, we wanted to heighten awareness for the wonderful research being done to find a cure for breast cancer, but we also wanted our message to be one of prevention through healthy eating habits,” Gibson says of the program, which launched in 2011. This theme will be central to the company’s 2014 pink promotion.

When it comes to pumpkins, pink isn’t the color that leaps to mind, but the Pink Pumpkin Patch Foundation and Los Angeles-based Melissa’s Produce are hoping to change that. Created in 2012 to aid in the fight against breast cancer, the Rocky Ford, Colo.-based foundation unites America’s pumpkin growers in giving a percentage of proceeds from every Porcelain Doll pink pumpkin sold this year to organizations involved in breast cancer research.

Melissa’s also offers consumers the option of donating directly to the foundation through a link on its website.

C.H. Robinson’s “Pink Ribbon Watermelon” program has raised more than $680,000 for breast cancer research since its inception in 2008. Consistent supply and retailer support both in-store and through social media have been the keys to this program’s success.

Earlier this year, Eden Prairie, Minn.-based C.H. Robinson expanded the program with the release of a new mobile app, Watermelon that Wows, featuring step-by-step instructions to carve watermelon centerpieces, family-friendly games, and more. All profits from the sale of the app, available for download at the Apple App Store, will be donated to breast cancer research organizations.

Feeding the Need

According to Chicago-based Feeding America, the nation’s leading domestic hunger-relief charity, nearly 15 percent of U.S. households were food insecure in 2011. The nonprofit helps provide food to more than 37 million Americans each year.

Last month, Feeding America joined forces with a number of partners, including Duda Farm Fresh Foods, California Giant Berry Farms, Grimmway Farms, Cal-Organic and Sony Pictures Animation’s “Cloudy with a Chance of Meatballs 2.” In a campaign to support Feeding America’s Hunger Action Month, these participants collectively donated nearly 200,000 pounds of fresh food.

Oviedo, Fla.-based Duda donated 64,000 pounds of fresh produce, including Dandy celery, celery hearts and iceberg lettuce, to the campaign, which featured donation events held simultaneously in Los Angeles, Boston, Atlanta, Detroit and Phoenix. The produce went to Feeding America’s nationwide network of food banks, pantries, soup kitchens and shelters in those cities.

Duda, which started promoting the program on specially marked packages of Dandy produce in July, will continue the cause-related marketing campaign through the release of the “Cloudy with a Chance 2” DVD release in January 2014. The packaging includes a QR code linking consumers to Cloudy2win.com, where consumers can find recipes, as well as information about the film and how to make a donation to Feeding America.

“We want to stay front of mind with consumers,” Dan Duda, president and COO, says of the campaign. “Fresh produce is among the hardest items for food banks and Feeding America to come by. As a company, we believe it’s our duty to share our success and help those in need.”

Salad Goes to School

One of the industry’s most high-profile cause-related campaigns, “Let’s Move Salad Bars to Schools,” is a joint initiative of the United Fresh Produce Association, Food Family Farming Foundation, National Fruit and Vegetable Alliance and Whole Foods Market’s Whole Kids. It’s also part of First Lady Michelle Obama’s “Let’s Move!” initiative.

To date, the campaign has placed more than 2,600 salad bars at schools in all 50 states. These salad bars reach millions of kids every day through school lunch programs, notes Andrew Marshall, policy and grass-roots manager for United Fresh, in Washington, D.C.

“The produce industry has adopted this with open arms,” Marshall says, pointing to companies like Dole, which has donated more than 50 salad bars since the program’s inception. “Once people saw Let’s Move Salad Bars to Schools was getting off the ground, they asked how they could get involved. We’ve seen a lot of people step forward.”

Are American kids eating more fruits and vegetables as a result of this campaign? “Absolutely,” says Marshall. “Salad bars are making a difference. The option to choose is critical. When kids have the opportunity to pick and choose what they want, they eat more fruits and vegetables.”

And Marshall isn’t just guessing at the impact of Let’s Move Salad Bars to Schools. United Fresh recently completed an evaluation of its salad bar grantees. “The results are not out yet, but so far the feedback has been very positive,” he reveals.

For the past few years, United Fresh has implemented a major salad bar fundraising campaign during its annual convention. In 2011, the organization adopted its convention host city, helping to donate 50 salad bars to schools in New Orleans. The following year, United Fresh again worked with its produce industry partners to donate 100 salad bars in Texas, when the organization held its annual convention in Dallas.

This year, with United Fresh’s convention in San Diego, Let’s Move Salad Bars to Schools set an ambitious goal to donate salad bars to every school in California that had submitted an application through the website. The campaign exceeded its goal, donating 436 salad bars in the Golden State.

Produce for Kids

When it comes to cause-related marketing in the produce industry, Produce for Kids (PFK) is synonymous with doing good. Last month, the Orlando, Fla.-based organization kicked of its second annual “Healthy Families, Helping Kids” campaign to raise money for local health- and nutrition-based classroom projects in participating grocers’ markets through New York-based DonorsChoose.org. Last year, the campaign raised more than $169,000 and supported 652 classroom projects throughout the country.

More than 20 fresh fruit and vegetable suppliers are supporting the campaign by making a consumption-based donation to DonorsChoose.org, an online charity aimed at helping schoolteachers obtain supplies for their classrooms. Grocery retail partners participating in the campaign include Acme Markets, Meijer and Publix Super Markets.

“We’re helping to educate kids, both at home and in the classroom, on the importance of a healthy diet with fresh fruits and vegetables by funding health- and nutrition-based projects,” says John Shuman, president of PFK.

‘Believe in Heroes’

For the fourth consecutive year, thousands of the nation’s grocery stores are participating in the “Believe in Heroes” campaign.

Created by Jacksonville, Fla.-based Acosta Sales & Marketing as a vehicle for generating funds for Wounded Warriors Project (WWP), a nonprofit organization also based in Jacksonville and dedicated to helping injured veterans, the campaign raises money for a variety of WWP veteran programs, from mental health to economic empowerment.

This year’s campaign will run through Veteran’s Day on Nov. 11 in most stores. The 2012 Believe in Heroes campaign generated $5.7 million for WWP veteran programs. As in prior years, the 2013 campaign will ask Americans to show their support and appreciation for wounded warriors by grocery shopping.

In our own little way, we wanted to heighten awareness for the wonderful research being done to find a cure for breast cancer, but we also wanted our message to be one of prevention through healthy eating habits.”
—Teri Gibson, Peri & Sons Farms

Once people saw ‘Let’s Move Salad Bars to Schools’ was getting off the ground, they asked how they could get involved. We’ve seen a lot of people step forward.”
—Andrew Marshall, United Fresh Produce Association