Albertsons campaign enlists O Organics brand to drive meal donations

This month, Albertsons Cos. is turning its O Organics brand into a meal generator for food-insecure children.

Under the O Organics “Fight Hunger, Serve Hope” campaign, Albertsons’ organic own-brand will donate one meal for each O Organics product purchased—up to $7 million and the equivalent of 28 million meals—through Aug. 1. Donations will be made to Nourishing Neighbors, an Albertsons Companies Foundation anti-hunger program, to fund grants to provide at-risk youth with healthy meals during the summer, when households with school-age children face higher rates of food insecurity, the retailer said.

Customers can donate by buying O Organics products at any of Albertsons Cos.’ two dozen store banners, including Albertsons, Safeway, Vons, Shaw’s, Jewel-Osco and Tom Thumb. Part of Albertsons’ billion-dollar own-brands club, O Organics—sporting a recently updated logo and packaging—now spans more than 1,500 products, ranging from organic fresh fruit and vegetables, dairy, meat, cage-free certified eggs, snacks and baby food to organic items in bakery, beverages, canned and frozen food, cereal and more across the store.

“While summertime sparks excitement for countless students, it also marks the unfortunate reality that 22 million children face when they lose access to school cafeteria lunches and breakfasts they depend on throughout the school year,” Jennifer Saenz, executive vice president and chief merchandising officer at Albertsons Cos., said in a statement. “As a company, we are committed to making a difference in the lives of children in need. For the first time, we are making it easier than ever for our customers to support this mission by connecting each purchase of our O Organics brand to hunger relief efforts in the communities we serve.”

O Organics purchases by customers through Aug. 1 will fund grants to more than 200 organizations that enhance school breakfasts, provide weekend breakfast food, offer backpack programs with food to take home, supply summer breakfast meals and many other breakfast-related programs, Boise, Idaho-based Albertsons reported. For the donations, the company said Nourishing Neighbors has selected organizations in communities where nutritious meals are needed most, including Los Angeles Regional Food Bank, No Kid Hungry, Second Harvest of Silicon Valley, The Greater Boston Food Bank and Northern Illinois Food Bank, among others.

“The hard truth is that one in eight children in America experience food insecurity, and the summer months only make this reality even more challenging,” stated Christy Duncan Anderson, president and executive director of the Albertsons Companies Foundation. “Hunger can have lifelong consequences for children, making it more difficult for them to learn, play and connect with kids their age. Thanks to this cause program, customers buying O Organics essentials such as milk, fresh fruit, proteins and snacks are enabling the donation of 28 million nutritious meals to children in need this summer.”

Albertsons added that O Organics Fight Hunger, Serve Hope is part of a company initiative to award $9 million in multiyear grants to nonprofit groups addressing food insecurity. The food and drug retailer and merger partner The Kroger Co. also aim to donate 10 billion meals by 2030 to help alleviate hunger.