DUARTE, Calif. – From August 17 to September 30, Fresh & Easy stores throughout California, Arizona and Nevada participated in Robinson Fresh’s Melon Up! Pink Ribbon watermelon program to support the fight against breast cancer.

Every time a consumer purchases a Melon Up! Pink Ribbon watermelon, a donation is set aside for a breast cancer research organization of the participating retailer’s choice. In Fresh & Easy’s case, that charity was the City of Hope’s breast cancer research. The City of Hope’s main cancer hospital, located in Duarte, California, has led the fight against breast cancer through pioneering drug research and clinical trials, investing in state of the art screening and diagnostic tools, and providing unique surgical, chemotherapy and radiation treatment options.

“Aligning with Robinson Fresh’s Melon Up! Pink Ribbon watermelon program gave us the motivation and the means to make our business matter,” said Kraig Loomis, produce buyer at Fresh & Easy, in a press release. “The City of Hope is very well regarded in its comprehensive approach towards diagnosis, treatment, and post-operative care of breast cancer.”

Consumers responded positively to vibrant in-store signage heralding the cause, with a recorded 30% increase in sales for the duration of the program. “In-store staff approached the program ambitiously, and did their best to generate excitement through conversations with shoppers. Thanks to their efforts, our sales of Melon Up! mini watermelons generated $10,000 towards the cause,” said Kraig.

Robinson Fresh created the MelonUp! Pink Ribbon Watermelon program in 2007 to increase consumer awareness of the health benefits of watermelon and to connect retailers and consumers in the fight against breast cancer.