Nestle & Superior Grocers launch shopper program to benefit Boys & Girls Clubs of America in Los Angeles.

Nestlé USA, under its El Mejor Nido platform, and Superior Grocers nnounced the launch of a comprehensive campaign designed to help U.S. Hispanic consumers “Set the Table” for healthier, balanced meals and snacks for their families, while supporting 10 chapters of the Boys & Girls Clubs of Americ in the Greater Los Angeles area.
 
“We created the El Mejor Nido platform as part of our commitment to help our U.S. Hispanic consumers incorporate nutrition, health & wellness into their daily lives while celebrating their cultural values,” said Margie Bravo, Multicultural Marketing Manager for Nestlé USA. “Through this joint effort with Superior Grocers, we’re giving families the tools they need to prepare healthier meals at home without sacrificing time or money, while supporting local Boys & Girls Clubs that have become an integral part of the community.”

Throughout the April – December 2014 program, 41 Superior Grocers stores in the Los Angeles metro area will be blanketed with bilingual communication focused on creating easy and affordable balanced meals. Elements include multi-brand displays, flyers with meal solutions and recipes, freezer clings and in-store radio spots.  
 
“As one of the largest grocery store chains in Southern California, we take pride in being involved in the community, whether it’s by supporting organizations like the Boys & Girls Clubs or developing in-store programs that educate our consumers, many of which are multicultural,” said Mimi Song, Chairman & CEO of Superior Grocers. “We’re thrilled to have worked hand-in-hand with Nestlé USA to develop this program and are excited to see it in place across our stores beginning this month.”
 
As part of the “Set the Table” program, 10 Boys & Girls Clubs in the Greater Los Angeles area will receive monetary donations totaling $50,000 to aid in their efforts to educate their members on healthy eating habits.  Additionally, Nestlé USA and Superior Grocers will sponsor dinner events at select clubs where families will enjoy a healthy meal together, receive cost- and time-effective tips on how to prepare a balanced meal at home, participate in raffles and more.
 
“We’re very grateful to Nestlé USA and Superior Grocers for their continued support of our 26 local clubs in the Los Angeles area that currently serve over 140,000 children and their families in need, 80% of which are of Hispanic descent. This donation will help us continue providing guidance to our members so they can improve aspects of their lives, including eating more healthfully at home,” said Mary E. Hewitt, Executive Director of the Los Angeles County Alliance for Boys & Girls Clubs of America.