We didn’t set out to compete with the abundance of stories and initiatives that converge at PMA’s Fresh Summit. We just wanted to bring to life an industry friend’s idea about raising awareness for a cause that has touched each of us personally in one way or another.

Produce For Pink (PFP) had a quick “incubation”, if you will, but launched in time to positively change the lives of Atlanta cancer patients in need of treatment. This promotion, a collaboration of volunteered time and efforts by McDill Associates, DMA Solutions and over a dozen produce industry companies, and the support of the breast cancer awareness cause were evident throughout our few days in Atlanta. Ladies and gentlemen alike were seen sporting pink and dropping dollars (and tens and twenties) into the bins and boxes across the show floor and in exhibitor booths.

The culmination of this inaugural promotion, and the real reason for its creation, occurred Monday morning in a nondescript meeting room at the Georgia World Congress Center. PFP identified The Traci Spickler Fund and Saint Joseph Hospital’s Mercy Foundation as the recipients of the weekend’s proceeds. The fund was created in memory of Traci, a Saint Joseph’s employee whose courageous battle with cancer inspired her co-workers and community, and now benefits community members struggling with their own battles with the disease. Representatives from McDill, DMA, Naturipe Farms, Grimmway Farms, and Rainier Fruit were on hand to present the “big check” to Traci’s husband, Doug, and two friends and former co-workers.

The presentation wasn’t an overblown press event with a microphone bank and hordes of blinding flashbulbs. It was an intimate conversation where we were able to learn more about Traci and the beneficiaries of her fund, including a single mother currently unable to work due to her illness. Stories were shared that put faces and names to this cause, making Produce For Pink more about Produce For People. People like Gills Onions, a family owned company, contributed a significant amount on behalf of women in the industry. Billy Dean played the guitar he and Naturipe Farms raffled off and sang about mothers and quality time with loved ones – so appropriate and emotion-stirring.

In three days, and with just a few weeks of promotion, $6000 was raised to help the people of Atlanta, Georgia. And while we’re proud of the A+ efforts of the campaign’s supporters and the monetary contribution we helped raise, we’re now even more motivated to continue our efforts, spread the message and support even more people. Imagine, with more awareness and support from industry organizations, companies and individuals, what we can accomplish for our next host city!

Thank you to our produce industry family.

Posted by: The DMA Solutions Team

Tags: Billy Dean, DMA Solutions, Grimmway Farms, McDill Associates, Mercy Foundation, Naturipe Farms, Produce for Pink, Produce Marketing Association, Saint Joseph's Hospital Atlanta, Tracy Spickler Fund

Posted Wednesday, October 19th, 2011 at 2:27 pm and is filed under Culture & Creativity, Events & Sponsorships, Fresh Produce Industry, Health & Fitness, Marketing Tools & Trends, Philanthropy.