Fighting Hunger with Wine

Jan. 2, 2016

Wine, beer and spirits sold by Breakthru Beverage Maryland will accompany some of the finest meals served across the state this season, but for many in our communities there will be little or no food on the table. For far too many Marylanders, hunger is the normal state of affairs. But it doesn’t have to be, and this winter, Breakthru Maryland partnered with the Maryland Food Bank and E. & J. Gallo Winery to help provide food for those in need.

Our friends at E. & J. Gallo Winery leveraged the popularity of their wines to combat hunger, according to Ashley Solomon, E. & J. Gallo State manger. “The message communicated on-site via retailers is ultra-clear,” she said, “partnering with the Maryland Food Bank, Gallo will donate one meal for each bottle of specified wine purchased in participating accounts from September 1st to December 31st, 2015.” Wine brands in the program included Carnivor, William Hill Estate, Edna Valley Vineyards and Frei Brothers Reserve. Over 100 licensees participated in the program, displaying the participating products and sharing the program message with their customers.

Thirty-five sales representatives and managers from Breakthru Maryland pitched at the Maryland Food Bank warehouse, spending a day boxing food and preparing meals for distribution. Altogether, the program generated enough food for 67,000 meals for Maryland residents. 

According to Laura Urban, Director of Foundation Relations at Maryland Food Bank, “One out of every eight people in Maryland struggles with hunger. Despite its status as one of the wealthiest states in the nation, Maryland communities are deeply impacted by food insecurity.” The USDA describes food insecurity as a household-level economic and social condition of limited or uncertain access to adequate food. It can lead to malnutrition, anxiety, depression and developmental disabilities in children. “While the homeless remain the most visible faces of hunger, the need for food assistance is rising among children, seniors, and working families” said Urban.

Breakthru Beverage is committed to helping organizations like the Maryland Food Bank and others to address the needs of our communities throughout the year. Contact us to find out more about our outreach activities and what you can do to assist our partners.