October is Breast Cancer Awareness Month
Corporate Social Responsibility Goes Pink
10/03/2011 - According to the National Cancer Institute (NCI), over 192,000 women and about 2,000 men are diagnosed in the United States with breast cancer annually.
According to Nancy G. Brinker, founder and CEO of the world’s largest breast cancer organization, Susan G. Komen for the Cure ®, their organization is dedicating this year’s efforts to encouraging women to take action and get a mammography. “We know early detection and treatment saves lives and it’s alarming to see so many women with access to care not being screened. During Breast Cancer Awareness Month 2011, we’re calling on people all across America to join us in this effort to encourage the women they love to take action by getting screened.”
With Americans spending between 12% and 14% of their waking hours on food related activities(1) , food and beverage companies believing in socially responsible activities have been joining in the effort to raise awareness for breast cancer and encourage early detection. Here are just some of the companies committing resources to support Breast Cancer Awareness Month.
Eggland’s Best has put Komen’s pink ribbon on their October eggs expecting to deliver more than 300 million breast cancer awareness messages and pledging a donation of $50,000 to the Susan G. Komen foundation.
Gertrude Hawk Chocolates has created a special "Smidgens of Hope" confection and will donate $1 to specific Susan G. Komen affiliates for each box sold.
Hungry Howie’s Pizza has pink-washed their website and will make a donation to the National Breast Cancer Foundation for every pizza sold this month.
Jones Soda Co. announced a special edition pink colored Breast Cancer Awareness Cream Soda aimed at generating funds and awareness for breast cancer. The premium soda company will donate a portion of their sales to the non-profit, youth-focused, Boarding for Breast Cancer (B4BC) organization.
Musselman's Apple Sauce has partnered with the National Breast Cancer Foundation creating special pink packaging on Musselman's Natural and Healthy Picks apple sauce. Every purchase helps support the National Breast Cancer Foundation.
Yogurt leader Dannon is committing a minimum of $500,000 to the National Breast Cancer Foundation, and has included online interactivity as part of its goal to raise awareness.
Winn-Dixie is partnering with local breast cancer organizations to host in-store events and workshops across Florida, Georgia, Alabama, Mississippi and Louisiana. The grocery store company has partnered with BioAmerica and is providing free breast self-exam kits from any Winn-Dixie pharmacy. Also in-store, Winn-Dixie shoppers can redeem special coupons that show the Susan G. Komen Race for the Cure logo. For each coupon redeemed, the company will donate 4 cents to the cure. Winn-Dixie’s three pronged approach to breast cancer awareness is sponsored by food and beverage manufacturers including General Mills, Vitamin Water, Smart Water, PowerAde, Gold Peak Tea and Fuze Beverages.
Edible Arrangements, a retailer that creates fresh arrangements, generally out of fruit, has created special Breast Cancer Awareness arrangements and will deliver 10% of the proceeds to the National Breast Cancer Foundation.
Regional food companies sometimes opt to keep their efforts local. Randall’s (supermarkets), Casa Ole Restaurants, Haak Winery and Rice Epicurean Markets, each support The Rose.
The Rose is Houston’s non-profit breast cancer organization, which has become the primary organization providing breast cancer screening services at no charge to working poor, low-income, uninsured women in their region.
While participating in some regional events, including a concert for The Rose in Houston, Hard Rock International (owners of The Hard Rock Café) has partnered with The Breast Cancer Research Foundation and has contributed over $1.8 million to the organization (June 30, 2011 report).
This year, Pasta Prima is donating $20,000 to The Breast Cancer Research Foundation. While they have created special packaging to drive awareness, the company’s financial commitment is not dependent on sales.
One important note if you’re thinking about expanding your corporate social responsibility activities and are focusing on the critical issue of cancer. Don’t forget to check the calendar. According to North Carolina based Cancer Services, nine months out of the year are slated for specific cancer awareness related activities.
As an example, November is the month slated for recognition of Lung Cancer, Pancreatic Cancer, Family Caregivers, National Hospice and National Marrow. For a full list of months and related ribbon colors, go to Cancer Services' website.
(1) U.S. Bureau of Labor Statistics; Time Spent in Primary Activities, including eating, drinking, preparation and purchasing.
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