The company has worked with Feeding America-member food banks in Florida for years, but this seasonal campaign marks a new opportunity to engage berry consumers nationwide, giving them a chance to directly support the organization’s mission to end hunger, according to a news release.
“Wish Farms has been a tremendous year-round partner to our network of 12 food banks… Our agricultural partners help us make a difference by donating wholesome produce to distribute to the 2.8 million Floridians who need it most,” Robin Safley, executive director of Feeding Florida, said in the release. Feeding Florida is a partner association of the national group.
Dubbed Superhero Summer, the campaign will donate a meal to families in need for each Instagram engagement (like, tag and follow) on the campaign posts. The posts will run from now until August 12, featuring GIFs of Wish Farms’ growers in “superhero” poses. The campaign is the spin-off from a video the company released last winter. The company recognized its growers with the slogan: “Farmers: Real-Life Superheroes. Saving the World by Feeding the World.”
“As a grower of fresh berries, we feel a sense of responsibility to help families who are struggling with food insecurity,” director of marketing Amber Maloney said in the release.
The campaign helps spread awareness of the problem on a national level, Maloney said.
One in eight people face hunger in America, including more than 12 million children, Nancy Curby, senior vice president of corporate partnerships at Feeding America, said in the release.
“Feeding America is thankful to Wish Farms for their commitment to fighting hunger,” Curby said.
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