The partnership has so far helped 210 farm workers and their families
Thx! Dreams and El Pedregal have announced that their partnership is to run for a third season. Under the programme, El Pedregal grapes are sold with labels featuring pictures of real farmworkers, along with a QR code which can be scanned to access a video about the farmworker’s life and dream. The video ends with the farmworker expressing gratitude to the consumer for helping make his/her dream come true.
“Through this collaboration, more than 210 dreams have already been fulfilled for farmworkers and their families – from educational opportunities and home improvements to small business projects,” Thx! said, adding that the brand also provides educational support to hundreds of other workers at the farm, helping them and their families pursue better futures.
Each sticker featuring a real worker’s face on El Pedregal grapes tells a story of purpose, connection, and hope.
“The programme adds real value,” said André Fattore, director at El Pedregal. “We see how consumers actively look for the grapes with our workers’ faces. They connect with the product – and that connection truly enhances our brand.”
As the partnership enters its third consecutive year, Thx! said farm workers are increasingly recognising the Thx! Dreams initiative, feel proud to participate, and appreciate being part of a company that invests in their well-being.
“El Pedregal is a powerful example of how Thx! creates impact for workers while helping companies do better business,” said Martin Casanova, founder of Thx! Dreams. “This partnership shows that doing good is not just the right thing – it’s also good business.”
The Thx! Dreams programme continues to grow in the US and Latin America, thanks to the support of Sam’s Club, whose consumers can discover and connect with each worker’s dream by simply scanning the QR codes on El Pedregal grapes.
