DLJ Produce Will Launch Veteran Support Campaign
Retailers will donate five cents per pound of grape sales to veteran organizations starting October 1.
Updated on Sept. 29, 2026 in Philanthropy
Live Poll
Does a charitable cause linked to a brand make you more likely to purchase those products?
Starting October 1, 2026, through November 11, 2026, DLJ Produce will conduct a nationwide promotional campaign supporting veterans and military families. The initiative ties charitable contributions directly to the sale of Razzle Dazzle brand grapes at specific retail partners.
Why it matters
The program creates a structured mechanism for retailers to drive consumer engagement through charitable giving. By establishing guaranteed minimums and tiered donation caps, organizers incentivize high-volume movement of seasonal produce during the fall period.
The campaign guarantees a $10,000 donation from each retail partner, with a maximum potential contribution of $50,000 per retailer. This follows a 2025 effort that generated more than $130,000 in total funds.
The players
DLJ Produce
A produce supplier that coordinates seasonal distribution and promotional partnerships with major grocery chains.
Stater Bros. Markets
A major grocery chain operator with a significant footprint in the Southern California market.
Winn-Dixie
A large-scale regional grocery retailer with a long-standing operational presence across the Southeastern United States.
Weis Markets
A Mid-Atlantic regional grocery retailer known for operating a network of conventional supermarkets.
Bashas'
A regional grocery chain primarily operating in Arizona that serves as a partner for national produce promotional campaigns.
The details
Participating retailers, including Stater Bros. Markets, Winn-Dixie, Weis Markets, and Bashas', will deploy promotional materials in stores to highlight the Razzle Dazzle grape brand. For every pound of these grapes purchased, five cents is allocated to veteran organizations. The financial structure relies on hitting sales volume targets to progress from the $10,000 baseline toward the $50,000 maximum contribution per store banner.
Timeline
October 1, 2026: The campaign begins and promotional materials arrive in stores.
November 11, 2026: The initiative concludes on Veterans Day.
Market Landscape
This initiative follows the pattern set by the 2025 DLJ Produce veteran support campaign. It marks a continuation of the produce sector's trend of utilizing cause-related marketing to boost sales of branded commodities during the fourth quarter.
Retail operators should monitor the inventory velocity of promoted items to ensure the $10,000 baseline donation is met and to determine if sales reach the $50,000 maximum threshold. Management should track the effectiveness of in-store collateral on seasonal category growth throughout the six-week window.
The takeaway
Cause-related marketing programs require clear, volume-based donation triggers to remain operationally sustainable. Review the guaranteed minimum contribution terms in your existing supplier contracts to evaluate the fiscal impact of participating in similar seasonal promotions.
What happens next
The campaign concludes on November 11, 2026, at which point final donation totals will be calculated based on the poundage of Razzle Dazzle grapes sold.
Further reading
For more on industry-led charitable initiatives, visit the Philanthropy section.
Source note: This article includes information reported by FreshFruitPortal.
Live Poll
Does a charitable cause linked to a brand make you more likely to purchase those products?
