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    PG 2014 Retailer of the Year: A Better Way to ‘Meat the Needs’

    By Joan Driggs, EnsembleIQ
    Christopher Brand, manager of public and community relations at Giant/Martin's, helps in the distribution center at the Central Pennsylvania Food Bank.

    Giant/Martin’s Christopher Brand discusses Meat the Needs, one of the retailer's key anti-hunger initiatives.

    As part of the company’s strong commitment to supporting hunger relief and improving the lives of children, a centerpiece of Giant/Martin’s Living Here, Giving Here program is its Meat the Needs frozen meat donation program, which since its inception has distributed more than 3 million pounds of meat, which would otherwise go unsold, to its regional food bank partners. “Ten years ago, that meat was going right to the dumpster. Sad but true,” notes Christopher Brand, manager, public and community relations at Giant/Martin’s, based in Carlisle, Pa.

    Piloted in 2011 with 16 Harrisburg, Pa.-area stores and one district with 10 stores in Philadelphia, Meat the Needs is a consumable food taskforce put together to redirect unsold food to regional food bank partners. Most retailers have a day-old bread program for out-of-code stock, but Meat the Needs takes that practice a dramatic step further.

    The program’s focus is on providing protein, a challenging and expensive product for food banks to provide their customers. Key partners in the program are the Harrisburg-based Central Pennsylvania Food Bank and Philadelphia’s Philabundance.

    The major issue addressed through the pilot program was food safety and training, ensuring that Giant/Martin’s meat associates and managers kept the cold chain intact. Managers pull the meat — including poultry, beef and pork — just ahead of expiration. The meat is scanned for donation and placed in the freezer. During the pilot, a food bank refrigerated truck would arrive at the grocery store once a week to take receipt of the meat. However, Giant/Martin’s has since taken on the additional responsibility of delivering frozen meat to the food banks.

    'Innovative and Incredible'

    The burden — including costly fuel, trucks and people resources — of visiting multiple stores to pick up meat has been removed from the food banks. Weekly, as the Giant/Martin’s perishables team drops off fresh product, it also takes receipt of meat to be donated, returning it to the distribution center, where it’s palletized and sent out to major food banks. This move reduces the amount of handling and makes it easier to keep track of product.

    Giant/Martin’s President Tom Lenkevich describes the program as nothing short of incredible. “We’re always looking for innovative ways to help the community,” he says, and Meat the Needs is a textbook example. “All it took was a little will, and we found a way. It’s so gratifying to provide thousands of meals to neighbors in our local communities who may otherwise go hungry,” Lenkevich says.

    Making a Difference at the Local Level

    “We’re making a difference in our communities,” says Brand. “We’re fulfilling our mission, and we’re fulfilling the expectations of our customers, who know us as a good community steward. They’ve been terrific and loyal to us. It’s our obligation to listen to them and do good for the community.”

    Today, all 200 Giant/Martin’s stores are engaged in Meat the Needs. “Our mission is to eradicate hunger and improve lives of children,” says Brand. “Grocery is a noble business, and bringing fresh, affordable food to communities is important. We equally feel that helping our less-fortunate neighbors, those who go to food banks, is part of this mission.”

    Meat the Needs continues to grow throughout Ahold USA’s four divisions. The program currently supports 25 regional food banks. Like other giving initiatives, including the Bag Hunger Campaign and the annual November turkey drive — known as Turkey Express in New England — the company reinforces its community focus. “If people are donating at the register to Bag Hunger, they know the money stays local,” Brand says. “We live here and we give here.”

    By Joan Driggs, EnsembleIQ
    • About Joan Driggs Joan Driggs is Managing Director ― Strategy, Member Development at the Path to Purchase Institute. She has more than 25 years of experience in trade journalism and market research. Joan enjoys connecting with CPG manufacturers and grocery retailers, and learning how they connect for the benefit of consumers. Her roots are in new product development and she continues to seek out the latest and greatest at grocery retail. To connect with Joan, email [email protected], or reach out on Twitter, @JoanPGrocer.

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