Robert Kitayama, president at Kitayama Bros. Co. in Watsonville, CA, got the idea for the company’s 2015 Women’s Day campaign after a discussion with his older daughter, who said she “could support a new holiday that helped women.”

“As one of the editors for the high school paper, she focused on women’s issues — especially sexual assault on campuses,” said Kitayama. “With this idea in mind, we decided to support local nonprofit groups that specialize in women’s issues. KB pledged to donate 10 percent of the sales on March 6, 2015 to these local groups. Also, with support from CalFlowers, we partnered with 12 of our customers who also pledged to donate part of their Women’s Day proceeds to women’s causes of their choice.”

Robert Kitayama presents a check from Kitayama Bros. Co.’s 2015 Women’s Day campaign to Mariela Media at Jacob’s Heart Children’s Cancer Support Services in Watsonville, CA.The campaign was a wonderful success. “In total, between KB and our partner customers, we were able to donate over $6,000 to all the different groups,” Kitayama said. “KB also dropped off flowers to many of these groups to hand out to their staff and clients during the Women’s Day weekend. There is nothing more gratifying than helping people who appreciate it. Every one of these groups were gracious and thankful for the support, and listening to what they do, we realize how much is needed in our communities.”

This year KB plans to continue its Women’s Day campaign, with a few changes, Kitayama told The Produce News. “For the week prior to Women’s Day, March 1-7, any customer who participates with us, we will donate 10 percent of their KB purchases for that week (up to $500) to the women’s organization of their choice, if they will also match the total,” said Kitayama. “We will thank them in a floral publication listing the companies and their causes. We will also have Women’s Day specials all that week.”

Kitayama thinks it may take some time before Women’s Day is widely recognized as a national holiday in the U.S., but is optimistic. “We believe if we can start locally promoting Women’s Day as a day to promote women’s causes, it can grow in a grassroots fashion to be a significant holiday. For the younger generation, like my daughter’s, a belief that what they buy can do good resonates strongly. This is exactly the identity that we want flowers to have,” Kitayama said.