On-pack campaign communicates that by purchasing the kids’ lunchbox favourite shoppers are helping Pink Lady donate more apples to redistribution charity
Pink Lady has launched a ‘Share the Wow’ campaign in support of FareShare across a number of UK retailers.
As part of the initiative, some 145,000 stickered packs of PinKids apples will be available to shoppers in Aldi, Ocado, B&M, Heron Foods and Farmfoods for six weeks from the end of August.
PinKids are smaller Pink Lady apples aimed at children, and the new packs will communicate to shoppers that their purchase of the lunchbox favourite will help Pink Lady donate apples to FareShare as part of the brand’s ongoing partnership with the charity. The brand has set a donation cap at 300,000 apples.
The distribution of the donated apples has been facilitated by Pink Lady licensee Fruitways, and the apples will be supplied to FareShare depots nationwide for redistribution to charities and community groups across each depot’s local region.
Pink Lady said the promotion is part of its ongoing commitment to provide FareShare with premium fresh produce, adding that it has been made possible by the generosity and support of Pink Lady licensees, retailers and stakeholders.
Adèle Fash, commercial produce manager at FareShare, said: “Nutritious fresh produce is so important for the families and individuals our charities support, especially at a time when the rising cost of living is causing so many to struggle to provide meals for their families. “Pink Lady and their licensees have been a regular supporter of FareShare and it’s great to be able to rely on these apples from Pink Lady which will come at a key time with the school holidays.”
Lynn Shaw, marketing manager at Pink Lady UK, added: “Our ongoing support of FareShare has become one of the pillars of our Pink Lady Cares initiative and we’re proud to collaborate with the charity to help provide fresh produce for families in need in the UK. The excellent work FareShare does distributing fresh produce is vital for families across the country who are struggling to buy the food they need.
“We have linked our donation to FareShare to our packs of PinKids apples with an on-pack sticker that highlights to shoppers how choosing a pack of PinKids will help support FareShare this year.
“We’d like to give a special thanks to Fruitways who have been pivotal in making this donation possible.”
FareShare accepts all categories of safe-to-eat food from a variety of organisations, and it emphasised that its team is always happy to work with the operational needs of donors to make the process as simple and sustainable as possible.