Walmart (NYSE:WMT) has launched its first campaign to fight hunger and aims to provide 75 million meals through food banks.
The "Fight Hunger. Spark Change." campaign is a nationwide initiative encouraging shoppers to purchase specific items from vendor partners and participate in a social media campaign to provide meals to those in need.
Walmart aims to donate up to $3 million to Feeding America based on the public's participation in the campaign. This will be combined with vendor and customer donations.
Walmart is working with five suppliers—Campbell Soup Company, General Mills, Kellogg Company, the Kraft Heinz Company and PepsiCo—to offer three ways to take action through social, online and in-store participation.
For each participating product purchased in Walmart stores between March 28 and April 25, the manufacturer will donate $0.09 to Feeding America, enough to secure one meal on behalf of local food banks, according to a company statement.
Shoppers are being asked to use the hashtag #FightHunger on Twitter, Facebook and Instagram and use unique Snapchat filters in some stores. There's even a custom emoji on Twitter for the "Fight Hunger. Spark Change." campaign. For each online act of support, Walmart will donate enough to help Feeding America secure 10 meals (an equivalent of $0.90) on behalf of member food banks, up to $1.5 million.
Shoppers can also donate at the register during checkout.
Walmart is making an initial donation of $1.5 million to Feeding America to help reach its $3 million goal.
In October 2014, Walmart announced a commitment to create a more sustainable food system, with a focus on improving the affordability of food by lowering the "true cost" of food for both customers and the environment, increasing access to food, making healthy eating easier, and improving the safety and transparency of the food chain. This commitment includes a goal of providing four billion meals by 2020 to those in need in the United States.
Walmart isn't alone in trying to provide more and healthier food options to shoppers. Aldi has increased its selection of fresh, organic and free-from foods. Target is refocusing its grocery assortment to focus on healthy products, and Whole Foods is opening new store formats in underserved urban areas.
-See this Walmart press release
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