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Star Markets Helps Welch's Kick Off Year Long Community Outreach Program
New White Grape Classics Donated to Local Charities In Employee-Driven Philanthropic Effort
CONCORD, Mass (December 1996) - In celebration of the early success of Welch's White Grape Classics - the biggest brand introduction in the company's 126-year history - Welch's kicked off a year of employee-driven philanthropy on December 6, using tastings at two Massachusetts-based Star Markets to help launch the program to the area's local charities.
>From tasting sites all around Boston, including Faneuil Hall, Logan Airport, Harvard University and Massachusetts General Hospital, Welch's poured 18,000 samples of White Grape Classics on behalf of 13 local charities to which the company will contribute 15,000 bottles. The employee-inspired and developed effort, titled "Share Our Pride," was designed to help Welch's employees give something back to the community, as well as to assist in the marketing effort.
"Like Welch's, Star Markets has always believed in knowing our customers, understanding their needs, and providing them quality products and superior service in a neighborly manner," said Bob Brierley, buyer/merchandiser of Star Markets Company, Inc. "It was pleasure for Star Markets to be included in the Welch's 'Share Our Pride' tastings of White Grape Classics, especially knowing it will help charities in Boston," added Brierley.
According to Dan Dillon, Welch's new CEO and president, the "Share Our Pride" program will continue throughout 1996. At any time during 1996, Welch employees may select and provide free juice to a charity event or cause of their choice. The only criterion is that the Welch's employee commits to staffing the event.
"This 'Share Our Pride' program represents a new employee-driven atmosphere at Welch's," says Dillon. "Our employees feel good not only about our outstanding products, but also about who they are, what they do and what they can give back to the greater Boston community. This program, which our employees created. Is allowing them to do just that."
The Welch's "Share Our Pride" program officially began on Dec. 6, when all 150 employees at Welch's Concord-based headquarters put aside their desk jobs to spend the day speaking with consumers and sharing Welch's White Grape Classics. Launched in late-September, Welch's White Grape Classics feature three unique bottled and frozen blends of 100 percent white grape juice mixed with peach, raspberry or cranberry juices.
Privately held Star Markets is the fifth largest supermarket chain in Massachusetts with 38 stores located in the Boston area.
Headquartered in Concord, Mass., Welch's is a grower cooperative with more than $500 million in revenue. Welch's is the leading marketer of Concord grape-based products, including grape juice and grape jelly. Welch's also produces a variety of other fruit-based products - blended fruit juices and cocktails, frozen concentrated fruit juices and an assortment of jams, jellies, and preserves under both the Welch's and BAMA brand names.