ISSUE NO. 70 10/31/12

One in four African-American and Latino families does not have the resources to sufficiently, safely and nutritiously feed their loved ones, leaving one in three children "food insecure." Kraft Foods Foundation and Feeding America are responding to this crisis by rolling out 10 new mobile pantry trucks in areas that have been particularly hard-hit by poverty and hunger: Columbus, GA; Concord, CA; Corpus Christi, TX; Elmsford, N.Y.; Greely, CO; Houston, TX; Milwaukee, WI.; Newark, DE; San Antonio, TX; and Valdosta, GA.

The new "farmers'-markets-on-wheels" is the first minority-focused mobile outreach program of its kind. The 35-strong fleet of refrigerated trucks will visit local community gathering places like neighborhood food pantries, churches or school parking lots an average of 120 times a year, delivering 9 million pounds of fresh produce and mealtime staples to families each year.
"The numbers show us that many African-American and Latino families are struggling to make ends meet and facing significant challenges to putting dinner on the table," said Nicole Robinson, Vice President, Kraft Foods Foundation. "By partnering with communities of color, we're delivering the innovation of mobile pantries to families disproportionately impacted by hunger. Stocked with a variety of fresh fruit, vegetables, dairy and protein items, mobile pantries help close the gap for our neighbors in need."

It's a no-brainer that Kraft is doing a good thing by feeding hungry kids, but the real impact, at least from a shopper marketing perspective, is that the CPG manufacturer is priming potentially new audiences to look for the Kraft name in-store. By serving Hispanics as well as African-Americans, Kraft is setting the stage for a future brand relationship with any unacculturated shoppers who may not be familiar with the brand or its ready-made food. Also, the CPG manufacturer, who is well known for processed foods that aren't necessarily considered healthy (Mac n' Cheese, anyone?), has the chance to polish its image with the nutrition messages that accompany the mobile food trucks.

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"Kraft Rolls Out Mobile Food Pantry," CPG Matters, August 2012

"Kraft Foods Foundation Helps Populations Most At-Risk For Hunger," Kraft Press Release via Feeding America, 7/30/2012
African Americans, Hispanics, Kraft Foods, mobile pantries

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