Mastronardi Produce, Kingsville, Ontario, is partnering with Brighter Bites to raise money for the organization in an online Sunset Rocks concert.
The annual concert, named after the company’s Sunset brand, will feature an undisclosed “big-name recording artist,” according to a news release. As in the past, the concert is scheduled in connection with the Produce Marketing Association’s Fresh Summit, which is a virtual event, Oct. 13-15.
“With the produce world going virtual for this year’s PMA Fresh Summit, we didn’t want to compromise on the opportunity to get the industry together to have some fun and keep the Sunset Rocks tradition going,” Paul Mastronardi, president and CEO, said in the release. “With Brighter Bites, we saw an opportunity to look at the event through a different lens this year and give to the families that have been hit hard by the pandemic.”
Brighter Bites has programs in major metropolitan areas that distributes boxes of produce to families of students at participating schools, along with educational materials.
“The ability for the industry to come together and make a difference in the lives of people who need our help is truly what I love the most about the produce world,” Brighter Bites CEO Rich Dachman said in the release. “And to do it in such a fun and creative way is something we can all look forward to.” Sponsors and spectators are encouraged to donate to Brighter Bites.
The concert will be presented in an immersive format while creating the “sense of connection that has been so valued in the past,” according to the release.
Artists at past Sunset Rocks concerts include Tone Loc, Flo Rida, Kid Rock, Poison, Bryan Adams and Duran Duran. The artist will be announced later.
PMA CEO Cathy Burns said praised Mastronardi Produce’s decision to continue the Sunset Rocks tradition.
“With the Fresh Summit virtual forum focused on content, community, and connections, I am thrilled that the popular Sunset Rocks event will not only provide an incredible opportunity to come together and connect, but that it will also serve as a platform to support our strategic partner Brighter Bites and its critical work to get fresh fruits and vegetables to children and families in at-risk communities,” she said in the release.
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