The Produce Marketing Association and Partnership for a Healthier America introduced the COVID-19 Fresh Food Fund to distribute fresh produce to people in need during the pandemic.
The two associations kicked off the fund at the Partnership for America’s (PHA) annual summit (virtual this year) on April 28, according to a news release. Through the fund, individuals can donate for the boxes — $15 each — on a PHA webpage and the organizations will find companies to supply produce and charitable organizations to distribute the boxes.
A $150,000 donation from Novo Nordisk and an anonymous donor will kick off the program in Denver, where the 22-pound boxes of produce will be distributed.
“The unfathomable gap exposed by COVID-19 between a glut of gorgeous produce and millions of furloughed workers and people in need — has to, and will be addressed,” Nancy Roman, president and CEO of PHA, said in the release.
Brighter Bites, which distributes fresh produce and nutrition education to students in Houston, Dallas, Austin, Texas, New York City, Washington, D.C., and Southwest Florida, is one of the organizations involved, according to the release.
“This is an exciting opportunity for our industry and PMA to make a measurable difference in the lives of those who need our healthful and nutritious products,” PMA CEO Cathy Burns said in an April 28 notice to members. “As this program takes root, it is our hope it will inspire leaders around the world to follow suit.”
The boxes join a growing number of similar offerings by associations and companies. The biggest effort is the U.S. Department of Agriculture’s Farmers to Families Food Box Program, which is awarding $600 million over six months for companies to source and package produce for charitable distributions.
“Success will require many players to add to and build on the government’s distribution,” Roman said in the release. “This is a journey for the long haul.”
Brighter Bites CEO Rich Dachman said his organization is able to provide expertise on building healthy communities in this time of need. As with Brighter Bites, the Fresh Food Fund will distribute educational information and tools to help families integrate fresh produce into their diets long-term.
“In addition to our distribution network that can successfully deliver fresh fruits and vegetables and our blueprint of successful consumer education and outreach tools, we also have data that shows how interventions like these can lead to long-term changes in consumer eating habits and behaviors — meaning more families are getting the nutritious, healthy food they need now and are continuing to eat fresh produce in the future,” Dachman said in the release.
For more information on how growers, shippers and others in the supply chain are finding new buyers during the pandemic, see The Packer’s COVID-10 webpage.
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