Each year, the Produce Marketing Association hosts the single largest convention of the year for the fresh industry. Drawing in tens of thousands of attendees, this can’t miss event sets the stage for hundreds of exhibitors to unveil the industry’s latest and most innovative endeavors. This year’s PMA will not disappoint with the official launch of the Growing Forward™ with Feeding America® cause marketing campaign.
Although while strolling through a convention center filled with thousands of pounds of food, it’s difficult to imagine that 1 in 6 Americans is food insecure – meaning they may not know where they will get their next meal. Enter Feeding America®, the nation’s leading domestic hunger-relief organization. Feeding America’s mission is to feed America’s hungry through a nationwide network of food banks and engage our country in the fight to end hunger. A cornerstone of their strategic plan through 2018 is to increase the amount of fresh fruits and vegetables distributed to those in need through their 200 member food banks.
Growing Forward is a year-round cause marketing campaign in partnership with Feeding America aiming to unite and motivate the produce industry in creating an annual program with a growing impact. The inaugural goal is to donate one million pounds of fresh produce in 2015 and distribute it among Feeding America member food banks, pantries and meal programs across the country. But with great goals come great responsibilities.
Part of this great responsibility includes increasing awareness of both the cause and the campaign. With decades of experience in the fresh sector, and several successful promotions under their belt, McDill Associates will be spearheading the campaign. This campaign launch is made possible with the help of some initial champions for the cause including Duda Farm Fresh Foods, SCS Global, RPE Inc., Coastline Family Farms, California Giant Berry Farms and Frieda’s Specialty Produce, as well as a ten-foot tall mobile shopping cart. Feeding America and its member food banks will benefit from generous support from participating produce companies.
As part of the promotion, the giant shopping cart will be rolling around the Anaheim Convention Center branded with large dimensional cutouts of the sponsor products. Sponsors and the Growing Forward team invite attendees from the show for a fun photo opportunity with the cart on Friday from 4-5pm in front of the Clarion Hotel at 616 W Convention Way.
The cart will also make an appearance at the finish line of Tour de Fresh on Thursday morning. Keep your eyes peeled Friday and Saturday for the cart as it makes a bold statement for the campaign while en route.
For more information:
Melissa McDill
McDill Associates
mmcdill@mcdill.com
+1 (831) 462-3198