Mastronardi Produce, the host of the annual Sunset Rocks concert at the Produce Marketing Association’s Fresh Summit, turned the virtual event into a force for good this year.
The greenhouse grower chose Brighter Bites as a recipient for donations, encouraging industry members to donate to the organization during the Oct. 13 concert that featured four acts, including Sting and Bryan Adams.
More than $200,000 was pledged to Brighter Bites, according to a news release, allowing the group to distribute nearly a million pounds of fresh produce to students and their families.
“I am still in awe at the fact one of my all-time favorite artists helped raise more than $200,000 for Brighter Bites and the families we serve,” Brighter Bites CEO Rich Dachman said in the release.
Sponsors and donors included Enza Zaden and Mastronardi Produce, EarthFresh, Sunkist Growers, Chelan Fresh, H-E-B, Grimmway Farms, Good Foods Group and Calavo/RFG.
“By turning Sunset Rocks into a virtual event, we were able to create an immersive and dynamic digital experience for the industry,” Mark Figueiredo, creative director of Mastronardi Produce, said in the release. “We could bring in more acts, more attendees, and ultimately raise more money for Brighter Bites, while also sharing important messages from our partners and sponsors. Overall, it rocked on so many levels.”
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