Cause Marketing

On the heals of Joe Waters and Joanna MacDonald’s fine book Cause Marketing for Dummies …which dives deep into cause marketing at point of purchase… I came across this paper icon campaign from Whole Foods that benefits gardening in schools. Called the Garden Grant Program, the goal is to raise $2,000,000 so as to be able to offer 1,000 schools a $2,000 grant to either create or expand an existing school garden. The nonprofit partner is New York City-based FoodCorps , a subset of AmeriCorps so new the ink on the logo isn’t yet dry. FoodCorps is a service corps of young people…think early post-college age kids… who committed to a three-fold mission: “Deliver hands-on nutrition education" “Build and tend school gardens" “Bring high-quality local food into public school cafeterias" The first 50 fanned out across the USA early this month. You may have read Mark Bittman’s column on the rollout in the New York Times 23 August 2011. Bittman writes that the inaugural gr...