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As a result, hundreds of thousands ...
As a result, hundreds of thousands of servings of milk were donated to families in need through Feeding America food banks, according to Victor Zaborsky, vice president of MilkPEP.
The results even exceeded last year's Hunger Action Month totals, he reported.
As the pilot for c-store participation in The Great American Milk Drive, Circle K
launched its "Milk For Kids" program on Sept. 1 to coincide with MilkPEP's campaign.
Through Sept. 30, the program took place at more than 600 Circle K
and Kangaroo Express stores in Georgia, North Carolina, South Carolina and Tennessee, where donations were collected through in-store checkout programs.
By developing Milk For Kids in conjunction with The Great American Milk Drive, Circle K
was able to take advantage of the support and materials provided by MilkPEP
, while customizing its activation to build awareness for its own program, Zaborsky
"Circle K's large, coordinated effort paid off, impacting each local community.
Beyond their efforts to engage customers to participate, Circle K
leveraged their relationships with their business partners like Pepsi Bottling Co. and Bon Appetit for contributions, resulting in more than 600 additional gallons donated to the program," he
"Local milk companies who serve Circle K
and Kangaroo Express stores in the Southeast region supported the effort as well, including Dean Foods which donated 500 gallons to the cause.
The passion these stores had to make a difference really showed with their amazing results."
worked with local radio stations to host remote broadcasts on-location at stores in four key markets to engage customers and encourage listeners to donate at their local Circle K
or Kangaroo Express store.
"Additionally, Circle K
generated local media coverage to spread awareness of the need for nutritious milk in food banks and inform communities that they could help deliver gallons of milk to families in need in their community with a donation of as little as $1, $3 or $5.
These efforts expand the reach of this program activation far beyond the store itself," Zaborsky
Achieving success with this c-store pilot, MilkPEP
is now looking forward to exploring long-term opportunities with Circle K
, as well as other c-store operators.
"Based on the success Circle K had in activating The Great American Milk Drive, we're eager to explore partnerships with other convenience stores to engage their shoppers with this relevant, local cause that helps kids and at the same time drives sales," Zaborsky
The Great American Milk Drive has ...
The Great American Milk Drive has delivered more than 6m servings of milk to food banks across the US to date, but Victor Zaborsky, vice president of marketing for MilkPEP, says there's more work to be done.
"We've seen great retail success with ...
"We've seen great retail success with grocery stores for The Great American Milk Drive, and we are proud to partner with Circle K to apply learnings and optimize the opportunity for the convenience store model," Victor Zaborsky, vice president of MilkPEP, told CSNews Online.
"We are dedicated to creating partnerships that can help deliver much-needed milk to local food banks, engage shoppers and build community presence around an important cause," he
"We're excited to be working with an industry leader like Circle K and their large network of stores this September, Hunger Action Month.
With their success, we hope to drive additional convenience store opportunities to activate this turnkey program."
The Great American Milk Drive
is a multi-year effort that has three key periods: June Dairy Month, Hunger Action Month in September and the holiday giving season, when one-third of annual giving occurs, according to Zaborsky
Because of this, food banks on average are only able to provide the equivalent of less than one gallon of milk per person per year, Zaborsky
This is where the influence of convenience stores in large markets can make a difference.
have a unique opportunity to make a significant impact in their communities by helping deliver much-needed milk to local food banks, he
"Specifically optimized for the retail environment, the [Milk Drive] program can help lift fluid milk sales without discounting, drive foot traffic in store and bring in new customers by doing good and strengthening retailers' community presence," said Zaborsky
(L to R) Lisa Davis, senior ...
(L to R) Lisa Davis, senior vice president of government relations, Feeding America; Victor Zaborsky, director of marketing, MilkPEP; Ruth Saunders, vice president of policy and legislative affairs, IDFA; Kathryn Tanner Stahlberg, special advisor and legislative assistant to Senator Kirsten Gillibrand (D-NY); and Jean Ragalie-Carr, RDN, president, National Dairy Council.
MilkPEP's Victor ...
MilkPEP's Victor Zaborski discusses the Great American Milk Drive.