The debut of Produce for Pink, a campaign aimed at uniting the fresh produce industry in its commitment to the fight against breast cancer, will be at the Produce Marketing Association’s Fresh Summit, Oct. 14-17 in Atlanta.
Spearheading the campaign are McDill Associates, Soquel, Calif., and Irving, Texas-based DMA Solutions Inc., two leading fresh produce marketing firms. The credit for what has become Produce for Pink, however, goes to Cindy Jewell, marketing director for California Giant Berry Farms, Watsonville, said Lisa Hansen, strategic planner for McDill Associates.
“It was Cindy’s idea and vision,” she said. “McDill has for a few years done her ‘Think Pink’ campaign for California Giant, and this seemed like a natural evolution of that program to bring along the whole industry.”
McDill Associates conscripted Dan’l Almy, owner and president DMA Solutions, to help plan the Produce for Pink campaign, Hansen said.
“Our goal is to collect $1 for every Fresh Summit attendee,” Hansen said.
As many as 17,000 persons are expected to attend the Atlanta event.
Donation stations will be positioned throughout the Fresh Summit floor. In addition, McDill and DMA Solutions are urging exhibitors to position donation boxes and promotional posters in their booths. Produce for Pink information and downloads are available at the website, www.produceforpink.com.
“We are looking to find our champions among the exhibitors to help us direct attendees to the donation stations,” Hansen said.
One champion already in the fold is Cool Pak LLC, she said. The Oxnard, Calif.-based packaging and labeling firm is providing “I donated to Produce for Pink, Have You?” stickers.
All funds raised through Produce for Pink during PMA Fresh Summit 2011 will be donated to a local hospital in Atlanta to help those in immediate need of breast cancer treatment, Hansen said.
Produce for Pink will not be a one-time event.
“This is definitely just the first step,” Hansen said. “We are really looking forward to an in-store application beyond the trade show.”