Progressive Grocer - May 2010 - (Page 24)

Consumer Insight The Lempert Report Child Hunger Ends Here ConAgra rallies celebs and supermarkets to end childhood hunger. N early one in four children in the United States doesn’t know where his or her next meal is coming from. That translates to nearly 17 million kids from all walks of life, especially over the past 20 months of the recession. ConAgra Foods has teamed up with Feeding America, the nation’s leading hunger-relief organization, to launch the “Child Hunger Ends Here (CHEH) Neighborhood Rally” campaign, which offers supermarket retailers a unique opportunity to get involved with their communities. The program kicked off on the set of ABC television’s “Desperate Housewives.” David Arquette, chairman of Feeding America Entertainment Council; Karen Hanner, VP of cause marketing at Feeding America; Dana Delany, ABC-TV’s “Desperate Housewives” star; Darrin Hoffman, VP of community relations at Los Angeles Regional Foodbank; and Kori Reed, executive director at ConAgra Foods Foundation, at the launch of the “Child Hunger Ends Here Neighborhood Rally” campaign in Los Angeles. While many CPG companies support food banks and hunger programs from coast to coast, Omaha, Neb.-based ConAgra’s 15-year partnership with Feeding America is the largest corporate initiative solely dedicated to fighting child hunger, with donations topping $27 million dollars to date, and another $10 million committed over the next five years. The top line of the program: individuals and communities can help feed kids at risk More ONLINE For additional consumer insights, visit 24 of hunger by rallying together to host or attend events that support Feeding America. These participants can turn bake sales, church rummage sales, food drives, yard sales, school carnivals, neighborhood picnics and other existing community events into CHEH Neighborhood Rallies simply by donating a portion or all of the proceeds from the event to Feeding America. The Child Hunger Ends Here effort is unique, as the monies raised actually stay in the local community, going to the closest Feeding America food bank as determined by the event host’s ZIP code. Consumers (and retailers) that register their events get a complete “toolkit” with banners, posters, buttons and even coupons, along with helpful tips and information at — a link retailers may want to add to their own stores’ Web sites. And even Hollywood is helping. Actress Dana Delany, one of the stars of “Desperate Housewives,” is serving as the A H E A D O F W H AT ’ S N E X T spokeswoman for the Child Hunger Ends Here campaign to help raise awareness about child hunger and encourage people to get involved. Delany, along with dozens of other celebs, including actors and married couple David Arquette and Courteney Cox Arquette, and former model Kathy Ireland, also launched a celebrity clothing auction at, with 100 percent of the proceeds going to Feeding America to help in the fight against child hunger. Not one child in America should go hungry, and all of us share in the responsibility to see that statement become a reality. ■ Phil Lempert is one of the nation’s leading trend analysts and consumerologists, and is a contributor to NBC’s “Today” show and ABC news. He is also editor of The Lempert Report and, host of weekly videos on, and a columnist for AARP, iVillage and Everyday with Rachael Ray magazine. Contact him at • Progressive Grocer • May 2010

Table of Contents for the Digital Edition of Progressive Grocer - May 2010

Progressive Grocer - May 2010
Nielsen’s Shelf Stoppers/ Spotlight: Candy/Non-ChocolateCandy
Super 50: Steadfast Leaders
The Lempert Report: ConAgra, Celebs Battle Child Hunger
Best Practices: Starting at the Top
Wake-up Call: Coupons Make a Comeback
Store of the Month: Roots and Wings
Harold Lloyd on … Making a Difference: Why Work as a Clerk?
Experience at Large: Put Your Best Customers to Work
Confection: Sweetening the Pot
Tea: Brewing up Sales
Non-alcoholic Beverages: Summer Quenchers
Summer Grilling Special: What a Gas!
Produce: Local and Lovin’ it
IDDBA Show Preview: Recipe for Success
Trends: The Summertime Freeze
Meats & Cheeses: Brown-bagging Sales
Food Industry Insights: Leadership for the Future
Tech Toolbox: A Look at the Latest Solutions
Out of the Box: The Latest Tools of the Trade
Roundtable: The Executioners
Foodservice: Green Machines
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - May 2010