Food stores get involved - in special services for their clients

Many food stores across the country provide special services to their clients. Nutrition education, according to the Food Marketing Institute (FMI), is a growing focus for most food chains. Many also help with food assistance efforts by donating food to food banks, participating in fund-raising drives, and helping in other ways.

Community service, particularly service to people living on limited incomeS, has long been a priority for the Atlanta-based Food Giant chain. The chain, which operates 77 stores in Georgia and 6 in Alabama, is currently involved in five efforts that help low-income people.

"We decided a seasonal commitment was not sufficient to meet the needs of a community," says Pat Thompson, director of corporate relations for Food Giant. "Although many stores provide special assistance during the holiday season, needs continue after Christmas. Food Giant stores try to do what they can to meet community needs year-round."

Transportation for elderly shoppers

One way Food Giant addresses ongoing needs is by assisting elderly shoppers at some Atlanta stores. Since September 1984, Food Giant and the Atlanta Housing Authority have jointly provided a "Senior Shoppers" service to seven federally subsidized housing projects for the elderly. Most of the people using the service are food stamp recipients.

"There are many elderly people in this area who are not incapacitated and who are maintaining their own households," says Thompson. "It's necessary for them to go out and shop, but shopping is neither easy nor convenient for them. Many spend their meager income to hire taxis for trips to the store.

"We saw an opportunity to address this needs so we approached the Atlanta Housing Authority with a proposal to form a partnership and operate the 'Senior Shoppers' service on a trial basis."

The two organizations split the cost of a bus which visits the housing projects twice a month to pick up senior shoppers. The bus delivers the shoppers to Food Giant stores where extra staff are on hand to help them. The staff at these stores have been trained on the special needs of the eldery and are prepared to accommodate those needs.

For example, the stores are equipped with shopping carts designed for people in wheelchairs, and store employees help people in wheelchairs reach items on high shelves. The employees read labels for the shoppers, direct them to the locations of particular foods, and whenever possible, break packages into smaller sizes for them.

On a monthly basis, the buses transport about 500 people to the Food Giant stores. A private bus service furnishes the transportation at a reduced rate of $700 per month for the 14 trips.

Food Giant is presently evaluating the Atlanta "Senior Shoppers" pilot project to determine whether the service should be modified and expanded to other areas.

Food donated all year long

In other efforts thoughout the year, Food Giant stores donate all their surplus and damaged, but still usable, food products to the Atlanta Community Food Bank. With the products it collects from Food Giant and other stores, the Atlanta Community Food Bank furnishes food to more than 250 churches and community organizations with emergency food box operations.

Also, Food Giant extends credit to the Salvation Army, the Red Cross, and the St. Vincent de Paul Society by accepting food vouchers from persons aided by these organizations. The redeemed vouchers are submitted to the organizations for payment each month.

During the holiday season, Food Giant Stores step up their community involvement activities. Their big annual project is a "can-a-thon" that lasts from Thanksgiving until just before Christmas. Collection bins are set up in each store for customers to donate canned goods for needy families.

All of Food Giant's print and broadcast advertisements during December and the latter part of November mention the "can-a-thon" and encourage customers to participate. Around the middle of December, an Atlanta television station, which co-sponsors the "can-a-thon", holds an on-the-air appeal for 5 hours to further increase donations.

On that particular day, additional bins are placed in various collection sites throughout the city, and volunteers from Food Giant and the television station are located at each site to receive the donations of food and corporate donations of funds. In 1984, more than 80 truck-loads of food were collected and donated to the Salvation Army.

Contributions also made individually

Apart from the "can-a-thon", Food Giant employees also give personal contributions to the Salvation Army to the organization can provide gift certificates for food to needy families. Employees have contributed as much as $20,000 at Christmas for this cause.

"There's an active link between Food Giant stores and the community," says Pat Thompson. "The community is where our employees and our customers live and work. We try to serve the community well and meet its residents' food needs."

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