October is Breast Cancer Awareness Month, but C.H. Robinson’s MelonUp! Pink Ribbon Watermelon campaign works year-round to raise money for breast cancer research organizations.
Since its conception in 2008, the MelonUp! Pink Ribbon Watermelon program has raised $860,000 nationwide. Much of that money went to the Susan G. Komen for the Cure organization, which the Eden Prairie, Minn.-based C.H. Robinson has supported for several years.
When retailers participate in the MelonUp! Pink Ribbon Watermelon program, C.H. Robinson donates a portion of each watermelon sale to breast cancer research, according to the program website at www.pinkribbonwatermelon.com.
In addition to donating proceeds from sales, the program’s two other main goals are to educate consumers about the health benefits of watermelon and increase value of the watermelon category by increasing consumption, said Jessica Geurkink, public relations specialist for C.H. Robinson.
Retailers participating in the program include: BJ’s Wholesale Clubs, Cub Foods, Harmons Grocery, Paul’s Markets, Rosauers, Rouses, Sobeys Atlantic, Super 1 Foods, Trading Co., Brookshire’s Food & Pharmacy and Hannaford.
The C.H. Robinson program has grown substantially since 2008, Geurkink said, partly because of marketing support that includes the dedicated website, a blog, Facebook and Twitter sites. Earlier this year C.H. Robinson launched a special app — Watermelon that Wows — that sends all profits to breast cancer research.
Also this year the MelonUp! program donated fruit to the 52nd annual Sunland-Tujunga Watermelon Festival at the Rose Bowl and to the Minnesota State Fair.