April 7, 2010
We’ve helped our Odwalla clients launch several new products during the last couple of years. But earlier this month, we had the opportunity to help introduce a new flavor that not only tastes good, but also does good.
On March 31, The Coca-Cola Company (Odwalla’s parent company) announced an exciting new initiative called the Haiti Hope Project. The program is great because it doesn’t just give money to Haiti, but instead focuses on helping Haiti build a sustainable mango industry. Coca-Cola is teaming with Technoserve, a non-profit with a fantastic track record of helping developing countries build economically viable businesses, to implement the project.
100 percent of the profits from new Odwalla Haiti Hope Mango Lime-Aid will be donated in an effort to double the incomes of 25,000 Haitian mango farmers. The launch of this new Odwalla flavor is the first in a series of initiatives by The Coca-Cola Company that will support the Haiti Hope Project over the next several years.
It was great to be a part of the launch of this exciting new initiative, which was announced during the International Donors’ Conference for Haiti at the United Nations and has the support of President Bill Clinton and President George W. Bush. Not only is word spreading quickly on blogs and news outlets, but Twitter activity has been strong with people rapidly sharing the news about this innovative new project.
“Teaching a man to fish” – or in this case “farm” – appears to be a great long-term solution toward helping nurture the island nation back to economic health after its devastating earthquake earlier this year. We look forward to being a continued part of the project.