Nominees

 

The Great American Milk Drive

Company: Ahold, USA
Program category: Neighborhood Health Improvement Programs

Origins:

Ahold USA is committed to being a great retailer and a great neighbor, especially to families in need. This year during National Dairy Month the retailer focused on addressing the need for milk in food banks. Milk is in short supply for families facing hunger, including more than 22 million children who may lose access to nutrient-rich milk during summer when in-school free or reduced-price meal programs end. Food bank clients get about one gallon of milk, per person, per year, which is far less than the approximately 60 gallons that would be necessary just to meet dietary guidelines. Milk is frequently requested by people who rely on food banks, but it has not been easy to donate. Throughout the month of June, Ahold USA invited customers to make $4 donations to The Great American Milk Drive chain-wide. At the end of the campaign, food banks were issued vouchers for “free milk,” which could be distributed to their clients. Food bank clients were able to use these vouchers to purchase their preferred brand and fat level of milk at a convenient time.

Contribution:

Ahold USA printed and distributed all point-of-sale materials to advertise the program in their stores and alerted customers to the campaign through the circular, social media channels, and in-store announcements.

Objectives:

The Great American Milk Drive is designed to deliver highly desired and nutrient-rich gallons of milk to families and children struggling with hunger and often most in need of milk. As an extension of Ahold USA’s efforts to address hunger in the communities it serves, the retail program made it easy for shoppers to donate much-needed fresh milk for the 29 Feeding America food banks within Ahold USA’s footprint.

Impact:

The Great American Milk Drive program raised over $67,000 in fresh milk vouchers for the Feeding America food banks within its footprint and boosted awareness of the need for milk donations throughout the communities it serves. The chain plans to do another campaign to raise milk donations for Feeding America food banks in 2016.

Quote:

Todd Patti, VP Dairy Portfolio “It’s a great program, because everyone wins,” said Todd. “The customers get the satisfaction of giving, the food banks get the milk items they need, and we support our divisions’ stores and our food bank partners.”