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HY-VEE SHOWCASES LEMONADE STANDS WEST Children of Hy-Vee employees and customers supported the Juvenile Diabetes Research Foundation last week by setting up Sunkist-branded lemonade stands in front of all 224 stores. The event was a partnership between Hy-Vee and Sunkist's Take a Stand cause-marketing campaign, which encourages kids to give back to their local community by raising

HY-VEE SHOWCASES LEMONADE STANDS

WEST DES MOINES, Iowa — Children of Hy-Vee employees and customers supported the Juvenile Diabetes Research Foundation last week by setting up Sunkist-branded lemonade stands in front of all 224 stores. The event was a partnership between Hy-Vee and Sunkist's “Take a Stand” cause-marketing campaign, which encourages kids to give back to their local community by raising money for a charity of their choice through a lemonade sale. “The Hy-Vee family is committed to helping children with diabetes and their families maximize their quality of life,” said Bonnie Bell, Hy-Vee assistant vice president and chair of the company's JDRF fund-raising campaign. “By participating in the Sunkist Take a Stand program, it allows us to provide the Juvenile Diabetes Research Foundation with much-needed funds to make the world a better place for children who live with this debilitating disease.” This summer, Sunkist is giving away 15,000 lemonade stands, recipes and tool kits to kids who pledge to use the materials to raise money for the charity of their choosing. “We are excited to work with Hy-Vee and their employees in making a difference in the lives of children who battle with diabetes,” said Sunkist Marketing Vice President Robert Verloop.

WAL-MART HELPS SENIORS IN FAN GIVEAWAY

RICHMOND, Va. — Wal-Mart Stores, with the help of energy firm Dominion and the Virginia Department for the Aging, distributed several hundred fans to seniors in need during an on-site screening at a Wal-Mart Supercenter here. “Wal-Mart is excited to be a part of Fan Care and contribute to Richmond area seniors in need,” said Jeff Krauss, Wal-Mart's market manager. “Wal-Mart believes in giving back to the unique needs of each community we call home.” The second annual event was part of the Fan Care program that provides one free fan to elderly Virginians who live within Dominion's service area and meet eligibility requirements. Last summer more than 1,400 Virginia seniors in need received fans through the Fan Care program.

KROGER AIDS AMERICA'S SECOND HARVEST

CINCINNATI — The Kroger Co. just completed “Bringing Hope to the Table,” a two-week campaign that ran in every store to support America's Second Harvest, the nation's largest domestic hunger-relief organization. “As one of the largest retail grocers in the country, Kroger is committed to the fight to end hunger in America,” said Lynn Marmer, Kroger's group vice president of corporate affairs and a member of the board of America's Second Harvest. “Bringing Hope to the Table is a great opportunity for our customers, associates and vendors to drive funds to food banks in their own communities.” Bringing Hope to the Table ran July 15-28, and was expected to raise several million dollars in cash and food donations to assist 85 local food banks in communities where Kroger's customers and associates live and work. Participating brands included Kellogg, Keebler, Kraft, Coca-Cola, as well as Kroger's Private Selection label. Each carried pink “Bringing Hope to the Table” shelf tags. In the past five years, Kroger has donated more than 135 million pounds of food and groceries, valued at more than $200 million, to food banks across the country. In 2006, Kroger was selected “Retailer of the Year” by America's Second Harvest, the fourth time in six years the company has received the award.