Selah, Wash.-based Rainier Fruit Co. announced a new Wholesome to the Core holiday marketing program called “Pears for Pairs.”
The inaugural campaign, which launches in October, supports the company’s pear program, while contributing a portion of the proceeds of bulk pears and pear bags sales this holiday season to the ninth annual Hanes National Sock Drive, according to a news release.
The Hanes National Sock Drive has distributed more than 2.5 million pairs of socks to homeless people across the U.S., according to the release.
“At Rainier, our #WholesometotheCore values guide everything we do.” Mark Zirkle, president of Rainier Fruit, said in the release. “We believe in collaborating to do the most good, and partnering with Hanes on its 2018 National Sock Drive feels like a natural extension of our focus on making a difference in the communities where we do business, while offering an opportunity for consumers to exercise their values with their wallets by making a socially conscious purchase.”
In addition to in-store merchandisers that promote the campaign, the release said Rainier will have a fruit giveaway and sock collection drive on Nov. 10 at the Wanderlust Festival in Austin, Texas.
Rainier Fruit will also use its social media platforms to raise awareness about the issue of homelessness, including an online promotion on “Giving Tuesday” during which Rainier will donate a pair of socks for every “share” of its post.