Robinson Fresh and Fresh & Easy Donate $10,000 to Breast Cancer Research with MelonUp!® Pink Ribbon Watermelon Program

Wed. October 7th, 2015
- by Christofer Oberst     

EDEN PRAIRIE, MN – Robinson Fresh’s MelonUp!® Pink Ribbon Watermelon Program is proving to be a big hit for retailers.

Most recently, Fresh & Easy stores in California, Arizona, and Nevada participated in the MelonUp!® program from August 17-September 30, raising funds for breast cancer research and increasing awareness of the many health benefits of watermelon.

Proceeds from the sale of MelonUp!® Pink Ribbon watermelons at participating Fresh & Easy stores were donated to City of Hope, a non-profit clinical research center and hospital dedicated to leading the fight against breast cancer. 

At Fresh & Easy's San Diego store (#1242) in late August, Kim Do (left) and Tommy Phabmixay (right) stand next to a display and sign. Store personnel were able to fill the gauge as the collective donation increased.

Consumers responded favorably to in-store signage heralding the cause, helping to increase sales by 30 percent for the duration of the program, according to a press release.

Kraig Loomis, Produce Buyer, Fresh & EasyFresh & Easy Produce Buyer Kraig Loomis said that the company was honored to be a part of City of Hope’s mission to fight breast cancer and that Robinson Fresh’s MelonUp!® Pink Ribbon program gave them “the motivation and the means to make our business matter.”

He added, “In-store staff approached the program ambitiously, and did their best to generate excitement through conversations with shoppers. Thanks to their efforts, our sales of MelonUp!® mini watermelons generated $10,000 towards the cause.”

Hunter Winton, General Manager, Robinson FreshHunter Winton, General Manager of Robinson Fresh, West Region, explained that it’s crucial that the company’s brands remain meaningful to the consumer.

“Fresh produce is an opportunity for each and every one of us to make a meaningful purchase for ourselves and our families, every day, and even more so when it also benefits someone in need,” he said. “Thanks to Fresh & Easy for joining us in this worthwhile cause.”

Robinson Fresh

MelonUp!® Pink Ribbon watermelons come with eye-catching, high-impact graphics that inspire shoppers to support worthy causes. For more information on the program, check out Robinson Fresh's website below.

Robinson Fresh