Whole Foods Market is supporting its nonprofit Whole Kids Foundation with a "Growing Healthy Kids" fundraiser.
The retailer is soliciting donations for the nonprofit in stores and online from Oct. 1-15. The program is enjoying heavy in-store support, with wall banners, framed signs, rack signs, checkout signs and ceiling signs encouraging shoppers to make contributions while also touting the organization's efforts to promote healthy eating by placing gardens and salad bars in schools. Some of the signage spotlights the nonprofit's CPG sponsors, which include General Mills' Annie's, Hain Celestial Group's Rudi's Organic Bakery, Colgate-Palmolive's Tom's of Maine and Hormel Foods' Applegate.
Marketing support also includes an Oct. 5 email blast, a display ad on wholefoodsmarket.com, and updates on the Whole Kids Foundation's Facebook, Twitter and Instagram pages, some of which have been shared by Whole Foods.
Some stores are running additional events to support the campaign. A store in Evanston, IL, hosted a "Passport Event" on Oct. 7 where shoppers could pay $5 to get a fruit cup, lemonade or starter garden kit, make slime, or play a ring toss. A $15 donation to the nonprofit gave access to all of the above. Framed signs plugged the event.
A "Family Fun Fest" is running at 16 Midwestern stores on Oct. 14 and will include games, giveaways and sampling. Shoppers who register in advance and then visit the Whole Kids Foundation booth at the free events are entered to win one of 16 $50 store gift cards.