The Fresh Market has supported JDRF for more than 20 years and raises funds through its three-week scanable Paper Sneaker Campaign and three-day Sidewalk Sale. In addition, many of The Fresh Market’s stores host wine-tasting events that have raised approximately $50,000 per year through ticket sales for 10 events. In 2014, The Fresh Market moved their campaign to the spring with the event taking place from April 30 to May 18.
The spring 2014 campaign (Paper Sneaker, Sidewalk Sale) raised a total of $521,000, bringing the cumulative total for The Fresh Market fundraising to $3.98 million over the course of our relationship. In The Fresh Market’s hometown of Greensboro, NC, the company also participates in and sponsors the local JDRF Walk and JDRF Gala, and key members of its leadership serve on the local chapter board of directors.
Each year, The Fresh Market hosts its annual JDRF Sneaker Sale Campaign at more than 160 stores nationwide. The company sells and displays only the green JDRF sneaker, which is in line with The Fresh Market brand and also helps to promote going green, an important initiative for the company.
On the final weekend of the Sneaker Sale, The Fresh Market hosts its annual Sidewalk Sale to benefit JDRF, at which each store has a weekend-long, outdoor sale, offering picnic-style items such as hot dogs and root beer floats. One hundred percent of Sidewalk Sale proceeds benefit JDRF. The menu includes both diet soda and sugar-free options. The Fresh Market employees as well as JDRF volunteers and staff volunteer at the Sidewalk Sale to build a true community-centered collaboration while raising money for type 1 diabetes (T1D) research.
Through its Wine Soirees, The Fresh Market offers a unique fundraising opportunity to JDRF chapters. Store locations hosting a tasting event close early on a weeknight to allow only JDRF guests to take part in this exclusive gathering. The Fresh Market’s wine department pairs selected wines with delectable food offerings prepared and donated by the company and educates the more than 100 JDRF patrons about both. While the tastings are considered primarily fundraising events, chapters often use them as a Gala Kick-Off or a stewardship activity. All agree that The Fresh Market Wine Tasting Events are a fun and unique way to steward donors and fundraise at the same time!