(Chicago, IL) IGA today announced a donation of more than $265,000 to Wounded Warrior Project® (WWP) as a result of the second annual IGA Exclusive Brand national marketing initiative that ran in participating IGA stores from Memorial Day weekend through Labor Day weekend of 2012.
During the promotional period, IGA donated a portion of the proceeds from the sale of IGA Exclusive Brand water, hotdog and hamburger buns featuring specially marked WWP packaging, resulting in more than $171,000 of the donation.
Kraft contributed in IGA’s name an additional $50,000 donated in exchange for the positioning of beverage mix displays featuring Crystal Light, Kool-Aid, Country Time and MiO liquid water enhancers in IGA stores during the promotional period. IGA retailers’ own fundraising efforts and the IGA WWP Golf Tournament held in the summer of 2012 made up for the remaining amount of nearly $45,000. This is an increase of more than $145,000 dollars from the $120,000 donation made in 2011.
IGA retailers promoted the WWP initiative in their stores in a number of ways, including, creating innovative in-store displays, matching donations, and hosting community events honoring Wounded Warriors.
“We were overwhelmed with the support our independent IGA retailers gave this Wounded Warrior Project event,” Dave Bennett, IGA senior vice president of Procurement & Exclusive Brands, said. “All across the country we saw IGA retailers participating by not only selling IGA exclusive brand water and Kraft beverage mixes, but also by using community events to get the word out about the important mission of Wounded Warrior Project. We’re extremely proud of our IGA retailers for embracing this initiative so enthusiastically for the second year in a row, and very pleased that by working with Kraft we were able to donate much needed funds to help our nation’s wounded service members.”
Kraft, a longtime IGA Red Oval Family member, is one of a number of key CPG companies that partners with IGA throughout the year to provide marketing resources and opportunities to IGA’s independent retailers. Kraft’s Customer Business Leader Jim Tanasse said that his company was proud to be involved in a campaign that enabled Kraft, IGA’s independent retailers, and IGA shoppers to join together to support a worthy national cause.
According to WWP, over 50,000 servicemen and women have been injured in the recent military conflicts. In addition to the physical wounds, it is estimated as many as 400,000 service members live with the invisible wounds of war including combat-related stress, major depression, and post-traumatic stress disorder (PTSD). Another 320,000 are believed to have experienced a traumatic brain injury while on deployment.
Tens of thousands of Wounded Warriors and caregivers receive support each year through WWP’s 18 diverse programs and services that are uniquely structured to nurture the mind and body, and encourage economic empowerment and engagement.
The Independent Grocers Alliance (IGA) is the world’s largest voluntary supermarket network with aggregate worldwide retail sales of more than $31 billion per year. The Alliance includes more than 5,000 Hometown Proud Supermarkets worldwide, supported by 36 distribution companies and more than 50 major manufacturers, vendors and suppliers known as IGA’s Red Oval Family partners. IGA has operations in 46 of the United States and more than 30 countries, commonwealths and territories.
About Wounded Warrior Project
The mission of the Wounded Warrior Project® (WWP) is to honor and empower wounded warriors. WWP’s purpose is to raise awareness and to enlist the public’s aid for the needs of injured service members, to help injured servicemen and women aid and assist each other, and to provide unique, direct programs and services to meet their needs. WWP is a national, nonpartisan organization headquartered in Jacksonville, FL. To get involved and learn more, visit woundedwarriorproject.org.
About Kraft Foods Group
Kraft Foods Group, Inc. (NASDAQ: KRFT) is North America’s fourth largest consumer packaged food and beverage company, with revenues of approximately $19 billion in 2011. Launched as a public and independent company on Oct. 1, 2012, the new Kraft has the spirit of a startup and the soul of a powerhouse. The company has an unrivaled portfolio of products in the beverages, cheese, convenient meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Planters and JELL-O. Kraft’s 25,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor’s 500 index. For more information, visit www.kraft.com and www.facebook.com/kraft.