C.H. Robinson Worldwide Inc. and its retail partners have raised $180,000 for breast cancer research this year.
The Eden Prairie, Minn.-based company has now raised $870,000 since 2008 through its MelonUp! Pink Ribbon watermelon program, according to a C.H. Robinson news release.
Created in 2007, MelonUp! Pink Ribbon gives retailers the opportunity to promote the healthful benefits of watermelon and incorporate a cause-marketing component into their merchandising strategy.
Through MelonUp! Pink Ribbon, C.H. Robinson has supported several charity events, including the Susan G. Komen’s Race for the Cure series. In several of the race events, C.H. Robinson employees participated in the race as a team with co-workers and family members or handed out slices of watermelon to race attendants as a snack.
Also this year, C.H. Robinson donated watermelon to the Sunland-Tujunga Lion’s Club’s 52nd Annual Watermelon Festival at the Rose Bowl, and to the Cub Foods booth at the Minnesota State Fair.
The program is supported by marketing tools including the “A Sweet Way to Stay Healthy” blog, a Facebook page with over 20,500 likes and — the most recent addition — Watermelon that Wows!, an interactive mobile app available at the Apple App Store.
“C.H. Robinson is proud to be able to collaborate with retailers in order to fund breast cancer research efforts that affect so many people today,” Joshua Knox, C.H. Robinson strategic category manager, said in the release. “Over the past five years, the success of MelonUp! Pink Ribbon has allowed watermelon to shine as a healthy snack and as a way to make a larger impact.”