Shoppers, retailers embrace chance to help farmworkers through THX!

Thx! embraces the philosophy that most retailers and consumers want to do good, and according to recent research, shoppers favor retailers that are “doing good” the most — especially when it’s at little or no cost to them.

With major retailers, including SEG/Winn-Dixie, Sam’s Club and Walmart, offering Thx! products, shoppers can buy produce items like Kiwi Kings from FruVeg, SunFed Bell peppers, Classic Harvest citrus and more — all offering shoppers the chance to fulfill a life-changing dream for the farmworkers showcased on the products. By scanning the QR codes on the Thx! labels, these featured farmworkers share their life-enhancing dreams through their short videos.

The produce industry has recognized this unique consumer messaging by THX!. With more retailers signing up to offer these co-branded products in stores, there are tens of thousands of authentic connections now being created between shoppers and featured farmworkers. With more than 40,000 scans to date in under two months at Sam’s, Thx! co-branded labels are adding extra value to produce products and creating a positive halo effect for the retailers who carry them, putting the “Human Face of Sustainability.”

The Thx! brand’s purpose is to help farmworkers achieve specific dreams while enhancing their dignity as individuals, offering respect for a job often unrecognized and overlooked. The results are plentiful and unmistakable for produce companies, retailers and shoppers: Increasing the company’s workplace and company morale, creating positive associations with shoppers who are searching for retailers that align with their values and helping farmworkers achieve dreams previously out of reach. Plus, shoppers also feel an authentic connection to farmworkers, exercising a chance to give back. They are emailing THX! with enthusiasm for the program and asking how else they can contribute to helping these endearing farmworkers.

The growth in niche markets that cater to sustainability and social impact goals is on the rise, and research proves that shoppers are becoming more sensitive to retailers who are tackling issues addressing social inequalities. The Thx! mission helps satisfy retailers’ sustainability goals and equity initiatives creating a win/win in the fresh industry supply chain. Offering the Thx! label on produce items integrates a turn-key social responsibility initiative into many retailers’ diversity, equity, and inclusion (DEI) objectives and amplifies their brand awareness.