MIAMI, FL - Aiming to maintain its reputation of reliability, transparency, and integrity with both growers and buyers, Continental Fresh specializes in tropical imports from Latin America. For nearly two decades, it has been connecting dependable growers with reputable buyers. But Continental Fresh has bigger ambitions with its Water For All brand.
“Water is the basic foundation of a community,” shared Founder and Chief Executive Officer Albert Perez. “Many young family members walk hours to collect it and oftentimes the water they find is not safe to drink. Without clean water, families are locked in cycles of poverty, sickness, and low education levels. By funding water projects in rural communities, we are taking a huge step in breaking the poverty trap while bringing empowerment, health, and opportunity to local communities.”
The Water Footprint Calculator estimates that on average in the United States, water use at home (water from the tap, toilet, dishwasher, etc.) adds up to about 138 gallons per household per day, or 60 gallons per person per day, but there also are 780 million people globally that lack access to clean water, according to WHO.
Albert believes that profit and purpose can be equal drivers of success. Consumers’ desire to support companies who are dedicated to a cause helps the bottom line at retail. Continental Fresh’s commitment to Corporate Social Responsibility is realized through every Water For All branded box of specialty labeled mangos sold. A percentage of the proceeds is donated to BLUE Missions, a non-profit organization that connects families in Latin America to clean water and sanitation projects.
“Passionate about people, produce, and making a difference, at Continental Fresh we believe that the future is in the hands of those that can find a purpose other than just adding to the bottom line,” added Albert.
The team at Continental Fresh invites retailers, wholesalers, and foodservice partners across the U.S. market to partner with them in this cause. Whether through the Water For All program or in a custom-built matching program, Continental Fresh and its buyer partners can make even greater strides in support of BLUE Missions.
The Water For All branded program is represented by a PLU with Purpose. In the unique shape of a drop of water, the PLU speaks volumes to the consumer. Coupled with eye-catching, joy-filled point-of-sale graphics, Continental Fresh is delivering the emotional brand connection consumers are seeking.
“Over the last three years, Continental Fresh has donated more than $150,000 to BLUE Missions through our Water For All branded mango program,” Albert concluded. “Each fall, I am joined by a group of passion-driven hikers to participate in one of BLUE Missions’ Adventure Treks—hikes created to raise funds for clean water, while also visiting a benefiting community.”
We applaud Continental Fresh for these continued efforts and look forward to future progress.