FirstFruits Marketing, the collaborative apple marketing company owned by growers in the US, has announced that it will partner with retailers in January next year to promote its Take a Bite out of Hunger campaign.
The group created the campaign with the aim of helping feed the underserved while brining attention to the problem of food insecutiry in the US, with the 2012 effort the second year that FirstFruits has partnered to make fresh apple donations in a retailer's name to local food banks, with the retailer contributing the cost of freight.
'We are happy to bring this programme back for a second year after seeing how we could be successful at coming together to provide the underserved with fresh produce,' said Keith Mathews, CEO of FirstFruits Marketing. 'The more support we get from the retail community, the more apples we can donate.'
According to the group, in 2010 15 per cent of all US households were food insecures, with 33 per cent children, 96 per cent saying that the food they bought did not last, and 94 per cent reporting that they could not afford to eat balanced meals.
Last year, value grocery retailer Grocery Outlet Bargain Market participated in Take a Bite Out of Hunger in the Pacific Northwest, donating some 74,400lbs of apples to those in need in communities where stores were located.
'Our store owner/operators embraced the programme and we plan on participating again this year with hopes to exceed last year's donations in Oregon and Washington,' said Don Murphy, director of produce and floral for the retailer.
The 2012 programme will provide full retail support with capaign-themed polybags and merchandisers, point of sale cards and ad slicks, and will be backed by a widespread consumer media campaign.
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