During National Breast Cancer Awareness Month C.H. Robinson continues to support breast cancer awareness efforts and promote a sweet way to stay healthy through its MelonUp! Pink Ribbon watermelon program.
Created in 2007, MelonUp! Pink Ribbon Watermelon is a comprehensive program that gives retailers the opportunity to promote the healthful benefits of watermelon and incorporate a cause-marketing component into their merchandising strategy. The program is also supported by an array of marketing tools including “A Sweet Way to Stay Healthy” blog, a Facebook page with over 20,500 likes and the most recent addition of Watermelon that Wows!, an interactive mobile app available at the Apple App Store.
In addition to providing consistent supply and in-store support, the MelonUp! Pink Ribbon Watermelon program donates a portion of watermelon sales to breast cancer research organizations on behalf of participating retailers. This year, $180,000 has been donated, bringing the total to $870,000 since 2008.
“C.H. Robinson is proud to be able to collaborate with retailers in order to fund breast cancer research efforts that affect so many people today,” says Joshua Knox, strategic category manager at C.H. Robinson. “Over the past five years, the success of MelonUp! Pink Ribbon Watermelon has allowed watermelon to shine as a healthy snack and as a way to make a larger impact.”
Through MelonUp! Pink Ribbon Watermelon, C.H. Robinson sponsors several charity events such as the Susan G. Komen’s Race for the Cure series. In several of the race events, C.H. Robinson employees participated in the race as a team with co-workers and family members or handed out slices of watermelon to race attendants as a refreshing snack. Also this year, C.H. Robinson donated watermelon to the Sunland-Tujunga Lion’s Club’s 52nd Annual Watermelon Festival at the Rose Bowl, and to the Cub Foods booth at the Minnesota State Fair.