Water For All, a project run by Continental Fresh, offers customers chance to demonstrate corporate responsibility when it comes to preserving natural resources

Vanguard Water For All white grapes

Some of the first Vanguard grapes to be packed under the Water For All label

Fresh table grapes supplied by Vanguard Group International are the focus of a new pilot project in the US that aims to raise awareness of water conservation efforts in Latin America.

Announced this week, the trial will build awareness of corporate social responsibility initiatives run by producer-importer Continental Fresh’s licensed brand Water For All.

Vanguard will shortly receive the first containers of grapes that carry the Water For All label. These will be distributed to retail and wholesale customers across the US this spring.

“Producers are continuously faced with water issues,” commented Dirk Winkelmann, Vanguard’s chief commercial officer. “Through the Water For All branded programme, we are providing our customers, especially retailers, an avenue to connect with their consumers on multiple levels, including demonstrating their support of CSR initiatives.”
Winkelmann said the Water For All project would have a “broad-reaching positive impact” for Vanguard’s and Continental Fresh’s customers, consumers, and the communities from where they source.

“The programme delivers a tangible CSR solution to retailers and wholesaler customers with a strong social conscience and desire to participate in initiatives that support the conservation and sustainable use of water resources.”

‘Dream partnership’

Albert Perez, founder and CEO of Continental Fresh and creator of Water For All, said it had long been his dream to communicate the programme’s joy and benefits through partnerships with like-minded companies and customers.

“This partnership with Vanguard Group International is a clear message to buyers and consumers that we are companies that are in business to make a difference,” he said. “Profit and purpose can be equal drivers of success.”

Recently, Continental Fresh launched a new campaign called PLU with Purpose that spotlights the benefits of its Water For All mangoes.

Continental Fresh Water For All mangoes

For every box of mangoes sold under the label, one per cent of the proceeds is donated to Blue Missions, a non-profit organisation that connects families in Latin America to clean, fresh water through clean water and sanitation projects. 
From early March, every Water For All-branded box of Vanguard grapes, too will make the same percentage contribution to the charity.
“Our long-term objective is to grow this into a multi-product offering to a broad group of US retail and wholesale customers who have an interest in supporting this type of initiative, helping to fund efforts which have a very concrete and measurable impact on a local level in water challenged communities,” Winkelmann revealed.

Vanguard has sourced and sold fruit in Latin America since 1994, working with independent growers and exporters in Mexico, Argentina, Brazil, Chile, and Peru.

It has offices in Chile and Peru, as well as a global footprint across locations in the US, South Africa, China, Indonesia, Taiwan, New Zealand and Europe.

In Peru, it boasts almost 1,000ha of production area planted with licensed table grape varieties, alongside a state-of-the-art packhouse that links with its global sales network.