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Topco's Full Circle Co-Brands With Charity Line
ELK GROVE, Ill. — Topco’s Full Circle private label has teamed with Project 7 on a co-branded line of 26 items, with proceeds funding Project 7’s Feed the Hungry initiative.
Julie Gallagher
April 4, 2013
2 Min Read
ELK GROVE, Ill. — Topco’s Full Circle private label has teamed with Project 7 on a co-branded line of 26 items with proceeds funding Project 7’s Feed the Hungry initiative.
All natural granola, cereal bars with organic ingredients, and organic coffee and tea are among the products rolling out to 19 Topco members’ stores, including Big Y, Roche Bros. and King Kullen, Topco spokeman James Evans told SN.
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Full Circle Project 7 packaging includes statements like “Two boxes of tea provide one meal in America” and “This canister of coffee provides 2 meals in America.”
“We thought the ethos of both brands were perfectly complementary since Full Circle [comprises] natural and/or organic brands and Project 7 is about giving back to the community,” Evans said.
Topco brings the procurement and product expertise to the partnership while Project 7 provides the philanthropic know-how.
Products like Project 7’s Save the Earth Fresh Mint Gum and Feed the Hungry Peppermint Mints are sold in Walmart supercenters and at other retailers nationwide.
Every time a Project 7 product is purchased, the company automatically makes a charitable contribution to organization serving one of the areas for which the products are named. They include Feed the Hungry, Heal the Sick, Hope for Peace, House the Homeless, Quench the Thirsty, Teach them Well and Save the Earth.
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“We can leverage our giving brand with Topco's products and distribution and have an even bigger sustainable giving impact. The idea that a shopper at a Topco member store in Minnesota or California can buy a box of granola bars week in week out and be providing meals back into their community is the reason I started this business,” Tyler Merrick, chief executive officer and founder of Project 7, told SN.
Topco’s member companies choose whether they’d like to carry the products. More stores are expected to sell the Full Circle Project 7 brand as additional items roll out in the coming months, Evans said. “Our members who sell these products will work with Project 7 to identify where the money should go,” he said.
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