Through September, Food 4 Less/Foods Co Will Make It Easy For Shoppers to Give Hope by The Gallon To Local Families In Need – California Dairy Families to Match Donations Up to $50,000

LOS ANGELES, 2015-9-23 — /EPR Retail News/ — September is Hunger Action Month™, a nationwide campaign from Feeding America – the nation’s largest domestic hunger-relief organization. In honor of Hunger Action Month, Food 4 Less stores in Southern California are partnering with Feeding America, milk companies and more than 1,400 California dairy families to encourage shoppers to’Pour It Forward’ by donating nutrient-rich milk to families in need throughout California.

In addition, the supermarket chain’s Foods Co Division, which serves Central and Northern California, is also asking its shoppers to donate milk to needy families.

Milk isn’t just a drink—it’s a nutrient powerhouse providing nine essential nutrients including eight grams of high-quality protein per serving. But it is missing at food banks right here in California and across the country because it is rarely donated. In fact, milk is one of the items most requested by Feeding America food bank clients each year. That’s because Americans are generous with canned and dry goods, but milk is much harder to donate because it’s perishable.

On average, food banks are only able to provide the equivalent of less than one gallon of milk per person per year. But through September 30, Southern California Food 4 Less customers and Central and Northern California Foods Co shoppers have the ability to help change that in their communities by donating $1, $3 or $5 at check-out. Every donation will help deliver milk to a local family facing hunger. All donations collected go directly to Feeding America food banks in the local service community where the donation is made.

“Milk is the number one food item requested by our Southern California food banks,” said Kendra Doyel, Food 4 Less/Foods Co vice president of corporate affairs. “Through the ‘Pour it Forward’ program we are giving our customers, associates and company and easy way to support local food banks by offering them access to an important food – fresh and wholesome milk.”

To help ensure that Feeding America food banks serving California are able to provide nutritious milk to people in need, the California Milk Advisory Board and the dairy farm families it represents are joining Food 4 Less in Southern California and Foods Co in Central and Northern California in the “Pour It Forward” program by pledging a dollar-for-dollar match for each donation sold – up to $50,000.

“California dairy farmers are dedicated to providing a wholesome, nutritious product for families everywhere and to making this nutritious food available to all families, regardless of circumstances,” said John Talbot, CEO of California Milk Advisory Board. “The Pour it Forward program offers a tremendous opportunity for Southern California Food 4 Less customers and Central and Northern California Foods Co shoppers  to join us in supporting people in need and ensuring this support stays in California communities.”

‘Pour It Forward’
This is the second year The Kroger Co. has hosted the ‘Pour It Forward’ program in its stores. Last year’s effort generated more than 100,000 gallons of milk for families in need in communities across the country.

The ‘Pour It Forward’ program is the latest in a rich history of fighting hunger, including Kroger’s Bringing Hope to the Table initiative, an ongoing hunger relief program that helps bring much needed funds to Feeding America food banks. These funds help food banks purchase new trucks, refrigeration equipment, computers and other resources critical to their mission.

What You Can Do Today
Now through the end of September, Food 4 Less/Foods Co is inviting customers to ‘Pour It Forward’by donating $1, $3 or $5 at check-out to help local families get the nutrient-rich milk they’re missing out on. Customers should check with their local stores for details. Donations are also collected at BringingHopeToTheTable.com/PourItForward. By entering your zip code, you can ensure that the milk is delivered to a local Feeding America food bank in your very own community.

About Food 4 Less
Headquartered in Los Angeles, Food 4 Less operates 131 price-impact, warehouse-format supermarkets under the banners Food 4 Less in Southern California, Illinois and Indiana, and Foods Co in Central and Northern California. Food 4 Less is a subsidiary of The Kroger Co., (NYSE: KR), one of the nation’s largest grocery retailers, headquartered in Cincinnati, Ohio. For more information about Food 4 Less, please visit our website at www.food4less.com.

About the California Milk Advisory Board
The California Milk Advisory Board (CMAB), an instrumentality of the California Department of Food and Agriculture, is funded by the state’s more than 1,400 dairy families. With headquarters in South San Francisco and Modesto, the CMAB is one of the largest agricultural marketing boards in the United States. The CMAB executes advertising, public relations, research and retail and foodservice promotional programs on behalf of California dairy products, including Real California Milk and Real California Cheese. For more information and to connect with the CMAB through social media, visit RealCaliforniaMilk.com, like at Facebook. Facebook.com/RealCaliforniaMilk, view videos at YouTube.com/RealCaliforniaMilk, follow at Twitter.com/RealCalifMilk and Instagram.com/RealCalifMilk and pin at Pinterest.com/RealCalifMilk.

About Feeding America
Feeding America is the nationwide network of 200 food banks that leads the fight against hunger in the United States. Together, we provide food to more than 46 million people through 60,000 food pantries and meal programs in communities across America. Feeding America also supports programs that improve food security among the people we serve; educates the public about the problem of hunger; and advocates for legislation that protects people from going hungry. Individuals, charities, businesses and government all have a role in ending hunger. Donate. Volunteer. Advocate. Educate.  Together we can solve hunger. Visit www.feedingamerica.org, find us on Facebook or follow us on Twitter.

About MilkPEP
The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation’s milk companies, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the Milk Life campaign, a multi-faceted campaign designed to educate consumers about the powerful nutritional benefits of milk – with 9 essential nutrients, including high-quality protein, in each 8 ounce glass. For more information, go to milklife.com. Lowe Campbell Ewald is creative agency for the Milk Life campaign – from America’s milk companies.

SOURCE Food 4 Less