Grape Sales Drive Veteran Support Campaign Across Major U.S. Retailers
DLJ Produce has partnered with Stater Bros. Markets, Winn-Dixie, Weis Markets, and Bashas to launch its annual Razzle Dazzle Veterans Day promotion from October 1 through November 11. For each pound of participating Razzle Dazzle brand grapes sold, five cents will be donated to organizations supporting veterans, service members, and military families. The initiative aims to surpass the $130,000 raised in 2025.
The Razzle Dazzle initiative represents a collaborative model where a produce supplier coordinates with multiple national and regional grocery chains to channel consumer purchases toward charitable giving. By structuring the program with per-retailer minimum guarantees and sales-based potential maximums, the campaign creates predictable funding floors while incentivizing higher participation through increased grape sales. This approach distributes funds across four distinct veterans-focused organizations, each selected by their respective retail partner, allowing for tailored community impact aligned with regional priorities.
This campaign may strengthen consumer engagement with agricultural products while advancing veteran support infrastructure across participating communities. Retailers and suppliers could benefit from enhanced brand loyalty among shoppers motivated by charitable giving, potentially creating a model replicable across other produce categories. Veterans organizations gain sustained funding streams that support their operational capacity. However, the actual impact depends on consumer participation rates and whether the promotional mechanism meaningfully increases grape purchases or simply redirects existing spending toward branded variants.