Whole Foods Uses Facebook, New Year’s Resolutions for Charity
Whole Foods Market, the Austin-based health food grocery store, launched a new Facebook app today in hopes of both encouraging and benefiting from users’ New Year’s resolutions to be healthy and contribute to charity.
The app, This is my year to…, is part of a partnership between Whole Foods, Health Magazine and Odwalla to raise awareness (and money) for three non-profits by awarding each a $10,000 donation, and an additional $10,000 for the group that receives the most votes from app users.
The app asks users to choose a food-related mantra as their New Year’s resolution and update their status with one of the following five mantras: Eat My Greens, Know My Food, Learn to Cook, Save Without Compromise and Make Simple Changes. Additional activities will be available in Whole Foods Stores as part of the broader marketing campaign.
At the top of the page, users are encouraged to become fans of the 167,000-strong Whole Foods Market Page; Health Magazine and Odwalla’s fan pages are featured at the bottom of the page. The idea, of course, isn’t just to promote these charities but to get more visibility for Whole Foods and its partners on Facebook.
This is my year to… is the latest in a growing number of Facebook-related charity drives, although Whole Foods is aiming this effort specifically at its customers and other like-minded individuals who are interested in organic food and healthy eating.
The three charities included in the Whole Foods app share the company’s dedicate to healthy food. The Non-GMO Project is a collaborative effort that works to ensure that non-GMO (genetically modified organism) food is available to soncumers. Mission Organic 2010 is a campaign to increase the current market share of organic food from 3% to 10% by the end of 2010. Finally, GrowingPower is an organization that teaches people to grow, process, market and distribute food sustainably.