The Fresh Market Takes to the Streets Again

The Fresh Market’s 17th annual “Hope Floats” Sidewalk Sale will run Sept. 9-11 to benefit the Juvenile Diabetes Research Foundation (JDRF). In support of the cause, all of the Greensboro, N.C.-based chain’s 107 stores, located in 21 states across the Southeast, Midwest, Mid-Atlantic and Northeast, will offer root beer floats, hot dogs and ice cream sundaes each for a $2 donation, and gourmet cookies each for a $1 donation. Sugar-free root beer floats and sundaes will also be provided.

The Fresh Market will donate all funds raised over the three-day event directly to New York-based JDRF to support its efforts to fund a cure for type 1 diabetes, which often strikes young people, and its devastating complications.

As well as the Sidewalk Sale, the chain is running the “Ask Me About My Sneakers” campaign through Sept. 11, in which customers can make a donation by purchasing green paper sneakers at checkout to show their support for JDRF’s work. Collection containers are also placed at each checkout counter.

These two programs are just two of the many ways The Fresh Market supports the foundation. The grocer was the first presenting sponsor for the JDRF Walk to Cure Diabetes held in Greensboro, and The Fresh Market has also been a longtime backer of the JDRF Piedmont Triad Chapter's annual gala.

“The Fresh Market remains dedicated to our partnership with JDRF to raise awareness and critically needed funds for research related to type 1 diabetes through our annual Sidewalk Sale,” noted Craig Carlock, The Fresh Market's president and chief executive officer. “This event is a yearly highlight for our company. It is exciting to see the enthusiasm and compassion with which our employees embrace this event to support their local JDRF chapters.”