The Fresh Market has launched a four-week fundraising campaign in which 100% of the proceeds will be donated to World Central Kitchen, a nonprofit organization founded by Chef Jose Andres that is currently providing meals to Ukrainian refugees as part of its #ChefsFor Ukraine relief efforts.
Customers of The Fresh Market can round up their total at the register or help support the people of Ukraine by purchasing a 5-stem pack of sunflowers, the national flower of Ukraine, or a special bouquet featuring the vibrant blue and yellow of the country’s flag.
“We are profoundly moved by the efforts being made by World Central Kitchen and the volunteer chefs who are providing a warm meal and food stability to the Ukrainian people who are fleeing their homes and homeland,” Jason Potter, CEO of The Fresh Market, said in a news release. “We understand the importance of fresh food and the comfort of a warm meal, and welcome the guests of The Fresh Market to join us in these fundraising efforts to help provide food to those in need.”
Founded in 2010 in response to Haiti’s devastating earthquake, WCK’s Chef Relief Team strives to be “first to the frontlines, providing meals in response to humanitarian, climate and community crises,” according to its website.
Deploying its model of quick action, leveraging local resources and adapting in real time, and by partnering with organizations on the ground, World Central Kitchen provides freshly made, nutritious meals quickly and effectively, reports the organization. Currently, its #ChefsforUkraine effort has served more than 1 million meals to Ukrainian refugees and has expanded its distribution to serve refugees in five countries.
The Greensboro, N.C.-based Fresh Market’s fundraiser will run through April 12. The special bouquets can be found in the floral department of each of its 159 stores in 22 states throughout the duration of the fundraiser.
Produce Companies Join the Fight
Earlier this month, Vidalia onion grower G&R Farms announced it was donating $2,500 to World Central Kitchen to support the humanitarian organization’s feeding operations as it prepares meals for Ukrainian refugees. G&R Farms Vice President Walt Dasher called on other produce companies to join the fight.
“As a food industry, we grow nourishing foods and, together, let’s help Chef Andres nourish a nation in need. I challenge each produce company to join me and make a donation to World Central Kitchen,” said Dasher.
Inspired by Dasher’s call to action, Wish Farms announced its donation of $5,000 to World Central Kitchen last week. The Plant City, Fla.-based company is an international grower and year-round marketer of strawberries, blueberries, blackberries, raspberries and pineberries
“My grandfather came to America because he was escaping Russian aggression and oppression in Kyiv in 1904,” Gary Wishnatzki, owner of Wish Farms, said in a release. “Unfortunately, some things never change. Our roots run deep in that region, and our family feels a strong connection with the Ukrainian people’s fight for freedom and the devastation they’re experiencing.”
The funds will be sent via The Wish Farms Family Foundation. Established to support food insecurity, youth education and community, it has made over $325,000 in grants since 2019, according to the company.
“I was looking for the most impactful way we could help, then I saw an article with Walt Dasher of G&R Farms calling on the produce industry to step up and donate to WCK,” Public Relations Manager Nick Wishnatzki said. “I watched the videos of Andres and his team working around the clock to feed so many fleeing refugees and was heartened by the humanity of their mission. There is no more basic need than having food to eat.
“This horrific, man-made crisis continues to deepen, so Wish Farms would like to echo Walt’s call to the rest of our generous produce industry colleagues and companies to step up and help,” Wishnatzki added.
Donations can be made through the WCK website.