Walmart goes omnichannel against hunger


(Author : Gina Acosta)
Walmart is partnering with five suppliers to launch an omnichannel fundraising initiative that is sure to appeal to many of its shoppers.

The retailer is launching its “Fight Hunger. Spark Change.” campaign to raise money to fight hunger. Walmart, working with five suppliers representing some of the nation’s leading food companies, will offer three ways for shoppers to take action against hunger and help families in need.

“This campaign is a great example of our long-standing commitment to hunger relief and dedication to ensuring every family has access to affordable, healthier and sustainably grown food,” said Kathleen McLaughlin, president of the Walmart Foundation and chief sustainability officer for Walmart. “Successful partnerships are the key to making a positive impact on the issue of hunger in the U.S. and we’re proud to once again work with Feeding America, the nation’s leading organization dedicated to fighting hunger. Together with Feeding America, our suppliers and customers, we’re working to generate the equivalent of 75 million meals that will make a real difference for families who are struggling with hunger.”

Walmart says it aims to donate up to $3 million to Feeding America based on the public’s participation in the “Fight Hunger. Spark Change.” campaign. Combining Walmart’s donation with supplier donations through product purchases and customer donations at the register, the campaign has a goal of helping Feeding America secure 75 million meals on behalf of its member food banks.

Now through April 25, Walmart will offer the following ways to Fight Hunger and Spark Change:

  • Purchase: For every participating product purchased at Walmart between now April 25, the manufacturer will donate $0.09 to Feeding America – enough to secure one meal on behalf of local food banks.
  • Online Acts of Support: For each online act of support (Tweets, etc.), Walmart will donate enough to help Feeding America secure 10 meals (an equivalent of 90 cents) on behalf of member food banks, up to $1.5 million.
  • Donate at the Register: Donate to local Feeding America food banks at the register during checkout.

“Hunger affects people in every community across the country and, at Feeding America, we work hard every day to help people who may not know where they will find their next meal,” said Diana Aviv, CEO of Feeding America, the nation’s leading hunger-relief organization. “It takes many different groups coming together to strengthen our communities. We are grateful to Walmart and its dedicated suppliers for coming together to launch the ‘Fight Hunger. Spark Change.’ campaign, which provides a great opportunity for all of us to make a difference.”

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 healthier eating easier, and improving the safety and transparency of the food chain. This commitment includes a goal of providing four billion meals to those in need in the U.S. by 2020.

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