The Annual Gift of Produce
Houston group expands Gift of Produce
07/15/2011 10:47:34 AM
Pamela Riemenschneider
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HOUSTON — The Houston Fresh Fruit and Vegetable association set an ambitious goal for the 25th anniversary of its Gift of Produce.
The organization hopes to donate 2.5 million pounds of produce — double last year’s donation to the Houston Food Bank — in December. In the past, donations came from Houston-area fresh produce distributors, grower-shippers, retailers and other HFFVA members.
This year, through the association’s new Gift of Produce consumer program, it hopes to get the Houston community involved.
Starting in September, participating retailers and vendors plan to donate a portion of sales from promotional produce items to the donation. Proceeds will be earmarked for fresh produce purchases by the food bank, said Dave Anderson, HFFVA president.
“We want to involve the consumer now in our cause marketing event,” he said. “The retailers will identify a target list of vendors and negotiate donation amounts.”
A website, www.GiftofProduce.org, along with a public relations campaign are planned to go live in September to support the program. Anderson said the program should work similarly to Produce For Kids and its fundraising for the Children’s Miracle Network and PBS Kids.
The Houston Fresh Fruit and Vegetable Association is a volunteer organization, so getting the consumers involved was an essential part of continuing to grow the Gift of Produce program.
“Consumers will learn that it doesn’t take a whole lot on a dollar-to-dollar basis to generate a significant amount of fruits and vegetables for the food bank,” Anderson said.
The HFFVA is working with retailers and the produce community to find vendors interested in participating in the program. Interested parties can contact John Kreger, food resource for the Houston Food Bank, or Anderson of New Braunfels-based Anderson Food Sales and Marketing LLC, or visit www.HFFVA.org.
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