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Pink Ribbon Produce, a cause marketing in-store promotion that unites the produce industry against breast cancer, is returning next month for its 10th year.
Although the campaign officially runs during Breast Cancer Awareness Month in October, promotional efforts start ramping up in late September. Each of the participating grocers, Harris Teeter, Meijer and Price Chopper, has formed partnerships with popular health and/or food bloggers, whose posts and social media presence will help build consumer awareness before and throughout the campaign. Beginning Oct. 1, participating produce suppliers and retailers will display educational signs, distribute pamphlets and employ point-of-sale wobblers in their stores.
"By uniting produce partners and educating consumers about the importance of healthy eating and lifestyle choices, this promotion has touched thousands of lives and raised over half a million dollars for breast cancer awareness and prevention in the past nine years," said Debbie Augustine, founder/executive creative director of AugustineIdeas, which developed Pink Ribbon Produce.
Through a range of fundraising activities, including Pink Ribbon Produce, the National Breast Cancer Foundation (NBCF) provides funding for research, educational programs and mammograms to women across the country. All of the in-store marketing includes links to the promotion's website, which features a quick "Donate Today" option that directs visitors to NBCF's secure donation portal.