Grenier (l) with Nischan at a New York City farmers' market © Greg Endries
For the third year, Naked Juice is partnering with Wholesome Wave – an organisation that helps create affordable access to fresh, local and regional food to those in need – to provide fresh produce where there is currently none.
The PepsiCo-owned brand claimed that nearly 24m Americans don’t have access to affordable, quality fresh fruits and vegetables. By launching the Drink Good. Do Good campaign, Naked Juice has committed to donate up to 500,000lbs’ worth of fruits and vegetables to Wholesome Wave. New this year, Naked Juice is making it simple for people across the country to join the effort on social media, and will donate the equivalent of 10lbs of produce to mark consumers’ engagement with the campaign.
Naked Juice head of marketing and innovation Andrea Theodore said: “As we continue our commitment to Wholesome Wave, we wanted to give people a way that they can personally get involved and take action. Through this social media campaign, we hope people feel empowered to show their commitment, contribute to Wholesome Wave and engage in conversations about food deserts in their own communities.”
The brand has also enlisted actor Adrian Grenier as an ambassador across the US to raise awareness of communities’ need for fresh fruits and vegetables.
Grenier said: “There are three million people in my hometown of New York City that live in food deserts. This lack of access to fresh, wholesome foods directly contributes to serious health problems. As a Drink Good. Do Good ambassador, I want to help educate people about this issue, as we now have an opportunity to make a big difference in people’s lives within our own communities.”
Wholesome Wave CEO and president Michel Nischan added: “Our work with Naked Juice and the Drink Good. Do Good campaign brings us one step closer to achieving our mission of inspiring underserved consumers to make healthier food choices by increasing affordable access to fresh, local and regional food. We’re thrilled to continue our partnership with Naked Juice and to work together to get people across the country involved.”
The value of donations made by Naked Juice will be capped at $500,000.
© FoodBev Media Ltd 2022
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