Food Lion launched its annual three-week Orange Bag campaign Feb. 25, inviting customers to turn purchases of fresh navel oranges into meals for local communities through its Food Lion Feeds hunger-relief platform.
The campaign runs through March 17 and benefits Feeding America and partner food banks throughout the retailer’s 10-state footprint. Since the campaign began in 2019, Food Lion customers have helped provide more than 41 million meals through purchases of specially marked orange bags and customer donations.
“Food insecurity doesn’t take a season off,” said Kevin Durkee, manager of Food Lion Feeds.
“The Orange Bag campaign gives customers an easy way to support their communities while bringing high-quality produce to their families. Every bag purchased helps local food partners provide nutritious food that individuals and families can choose and use to set them up for success in life.”
Campaign mechanics and donation structure
For every bag of specially marked Food Lion brand oranges sold, Food Lion Feeds will donate the monetary equivalent of five meals to Feeding America and partner food banks, up to two million meals. Donations to each local food bank are based on the number of eligible bagged oranges sold within each food bank’s service area.
Customers can also support the campaign through cash donations made in-store, online via Food Lion To Go, by donating a specific dollar amount at checkout, or by rounding up their purchases. One hundred percent of all cash donations support Feeding America and partner food banks.
Food Lion guarantees a minimum donation of $200,000 – the monetary equivalent of two million meals – and will donate 100 percent of cash donations collected from Feb. 25 through March 17.
Concurrent hunger-relief initiatives
The Orange Bag campaign is one of several annual initiatives led by Food Lion Feeds. The seventh season of the retailer’s Score to Give More program is currently underway, featuring 55 collegiate basketball programs across Food Lion’s footprint. The program provides meals for every free throw made by participating teams.
So far this season, participating collegiate teams have completed more than 15,000 free throw attempts, resulting in more than 1.5 million meals for Feeding America partner food banks.
Since 2014, Food Lion Feeds has helped provide more than 1.5 billion meals to people and their families. The Salisbury, North Carolina-based retailer has committed to donating three billion meals by 2032.
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