( Rainier Fruit )

Seasonal cause marketing worked for Rainier Fruit Co.: It helped promote the Selah, Wash., company’s pears while raising money to donate more than 20,000 pairs of socks to five charities.

The marketing program, Pears for Pairs, provided in-store marketing materials at Harris Teeter, Wegmans and Lunds & Byerlys, according to a news release. Hanes Charity Sock Drive received a portion of proceeds from Rainier’s pear sales.

Each participating retailer directed the donations to the local charity of its choice. 
“As a family company, we’re committed to making a difference in the communities we serve and always appreciate an opportunity to partner with like-minded companies, like Rainier Fruit, to make a bigger impact,” Linda Lovejoy, Wegmans community relations manager, said in the release.

The donations came at a critical time as the polar vortex delivered below-normal temperatures throughout the U.S., putting additional stress on the resources of charities.

Rainier Fruit also helped participating retailers drive high double-digit increases in year-over-year volume sales, according to the release. 

“As growers, our first priority is to grow and sell high-quality fruit,” Mark Zirkle, CEO of Rainier Fruit, said in the release. “Our success affords us the opportunity to make a difference in a variety of platforms that include health and wellness, as well as community giving.”