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Retailers Pair Up With Rainier Fruit to Drive Produce Sales for a Cause
Harris Teeter, Wegmans, Lunds & Byerlys donate 20,000 pairs of socks through Pears for Pairs marketing program. Harris Teeter, Wegmans, Lunds & Byerlys donated 20,000 pairs of socks through the company’s Pears for Pairs cause marketing program.
WGB Staff
February 26, 2019
2 Min Read
Harris Teeter, Wegmans, Lunds & Byerlys donated 20,000 pairs of socks through the company’s Pears for Pairs cause marketing program.Photograph courtesy of Ranier Fruit
Rainier Fruit Co. recently teamed up with several retailers for its Pears for Pairs program, designed to drive in-store produce sales for a charitable cause.
The Selah, Wash.-based company partnered with Harris Teeter Supermarkets Inc., Wegmans Food Markets and Lunds & Byerlys to provide in-store marketing materials for its seasonal cause marketing initiative, which donates a portion of the proceeds of all Rainier Fruit pear sales to the Hanes Charity Sock Drive. The retailers together donated more than 20,000 pairs of socks to five charitable organizations, with donations going to a local charity of each retailer’s choice.
What’s more, the Pears for Pairs program helped participating retailers drive high double-digit increases in year-over-year volume sales, according to a statement from Rainier Fruit.
“As growers, our first priority is to grow and sell high-quality fruit,” said Mark Zirkle, CEO of Rainier Fruit, in a statement. “Our success affords us the opportunity to make a difference in a variety of platforms that include health and wellness, as well as community giving.”
From Jan. 28 to Feb. 4, Rainier Fruit representatives joined retailers and local media at the following charity locations to make individual donations of 2,500 to 5,000 pairs of socks per location:
The Men’s Shelter of Charlotte, N.C.;
The Salvation Army of Winston-Salem, N.C.;
St. Stephens Human Service of Minneapolis;
Victims Resource Center of Wilkes-Barre, Pa.; and
Schulykil Women in Crisis of Pottsville, Pa.
“As a family company, we’re committed to making a difference in the communities we serve, and always appreciate an opportunity to partner with like-minded companies, like Rainier Fruit, to make a bigger impact,” said Linda Lovejoy, Wegmans community relations manager, in a statement. “The Pears for Pairs program is a great example of how communities thrive when we all work together.”
The donations occurred at a critical time for the homeless and at-risk populations, which were at the time enduring below-normal temperatures during the polar vortex, adding stress on charities’ resources.
“The grocery business centers around food—not just feeding people, but also feeding neighborhoods, which nourish vibrant communities,” said Danna Robinson, communications manager at Harris Teeter. “Harris Teeter is grateful for generous partners like Rainier Fruit that allow us to make a difference through contributions to local organizations, which provide help where help is needed."
Zirkle said the program allowed Rainier Fruit “to shine a light on the growing problem of homelessness and at-risk populations,” and that the company plans to continue “growing this program and other cause marketing ideas that support our retail partners and allow them to give back in their local communities.”
