Cause Marketing

Communities Take Root is an effort from Dreyer’s Fruit Bars brand, started in 2010, that plants fruit tree orchards in deserving neighborhoods across the country. Dreyer’s, owned by Swiss food giant Nestle, partners with the Fruit Tree Planting Foundation to fulfill the backend of the promotion. There’s a nomination procedure at www.communitiestakeroot.com . Nominated communities then seek votes online at the same website. Top vote getters receive a fruit orchard planted by locals with the Tree Planting Foundation’s help and advice. The promotion is activated via PR and on Dreyer’s packaging (see at left). The YouTube video that explains the promotion has a scant 383 views, two of them mine, since it was posted back on Feb. 21, 2011.  I have just enough Jeffersonian Ideal of a Democratic agrarianism in me to admire and appreciate when the American economy was based mainly on agriculture that one of the first things settlers would do was plant a fruit tree orchard. Even today, t...