In honour of National Breast Cancer Awareness Month, Robinson Fresh has announced that since inception, the MelonUp! Pink Ribbon Watermelon programme has donated US$1m to breast cancer research organisations throughout the nation.
Robinson Fresh introduced the MelonUp! Pink Ribbon Watermelon cause-marketing retail programme in 2007 to educate consumers about the nutritious benefits of watermelon which, according to the American Cancer Society, is a significant source of lycopene, a powerful antioxidant shown to reduce certain types of cancer.
With each watermelon purchase, a donation is made to breast cancer research, education, and support initiatives. Through year-round sales of fresh watermelon, Robinson Fresh collaborates with North American retailers to give back in their communities by participating in, and sponsoring local events to raise funds.
“Donations like those on behalf of the MelonUp! Pink Ribbon Watermelon programme play a critical role in the development of major advances in the fight against breast cancer,” said David Egan, co-executive director at Susan G. Komen Minnesota. “The contributions are used to increase early detection and effective treatment, fund additional research, and ultimately create a world with more breast cancer survivors.”
Every October, Robinson Fresh presents donations to breast cancer research organisations selected by each the participating retailer. This fall, the MelonUp! Pink Ribbon Watermelon programme will donate US$173,000 on behalf of over 20 retailers to breast cancer research organisations in North America.