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    PFK Raises $4.1M-plus for Kids’ Nonprofits

    H&W retail campaign funds help org reach new milestone

    The 10th annual “Get Healthy, Give Hope” campaign from Produce for Kids (PFK) has raised more than $356,000 for Children’s Miracle Network Hospitals and other children’s hospitals across the United States, leading to a milestone of $4.1 million raised for children’s nonprofit organizations since the campaign’s inception in 2002.

    The 2012 spring campaign featured 17 retailer participants nationwide: Ahold USA’s Giant-Carlisle and Martin’s Food Stores, Giant-Landover, and Stop & Shop divisions; Associated Wholesale Grocers’ Major Savings, Advantage, Independent, Country Mart, Homeland and United divisions; Kroger’s Southwest, Central, Fred Meyer and King Soopers divisions; Meijer Stores; Price Chopper; and Publix Super Markets.  Additionally, more than 50 fruit and vegetable suppliers took part in the initiative.

    “Together with our participating retailers and produce sponsors, we are able to raise money for children who need it most,” said Kim Avola, VP of Orlando, Fla.-based PFK.

    As part of the campaign, Produce for Kids also forged a new media partnership with Sprout, the 24-hour preschool television channel reaching more than 55 million U.S. homes. The partnership helped take the 2012 campaigns to a new level via in-store character appearances, national television spots, banners on Sprout’s website, and Sprout games and activities for the Kids Only! section on PFK’s site. Characters from the Sprout TV show “LazyTown” also appeared on in-store display units.

    Further, PFK's "Healthy Schools, Healthy Minds" benefits health- and nutrition-based classroom projects through DonorsChoose.org, an online charity that aims to help U.S. public and charter school teachers obtain needed supplies. All fall campaign donation amounts will be revealed early next year.

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