Greensboro, North Carolina-based The Fresh Market is holding a five-day register campaign at all 160 of its stores to raise money for those affected by the deadly wildfires in Hawaii.
The roundup fundraiser, which runs through Aug. 27, encourages shoppers to round up their purchases to the nearest dollar, with the difference being donated to the nonprofit World Central Kitchen.
WCK is providing meals to first responders and affected community members in distribution points and door-to-door where needed. In addition, it has positioned food trucks across several impacted areas.
The WCK relief team mobilized quickly after the fires spread and has since provided more than 50,000 meals to people throughout Maui and the Big Island.
“We are deeply saddened by the devastation caused by the fires in Hawaii and want to do our part to help the victims,” said CEO Jason Potter.
“By supporting World Central Kitchen, we can ensure that those affected by the fires receive nourishing meals during this difficult time. Every cent counts, and even a small contribution can make a big difference in supporting the Maui wildfire relief efforts and helping victims on their path to recovery.”
Founded by Chef José Andrés, World Central Kitchen has been supporting communities in need since 2010, providing meals to people affected by natural and manmade disasters.
The Fresh Market operates 159 stores in 22 states across the U.S. It was named as the “Best Supermarket in America” by USA Today’s 10 Best Readers’ Choice Awards 2022 and 2021, “America’s Best Customer Service 2021” by Newsweek and Statista and a top 5 most trusted grocery retail brand for specialty and natural/organic foods in the 2022 BrandSpark Most Trusted Awards.
The Fresh Market was also named The Shelby Report of the Southeast’s 2022 Innovator of the Year.