Innovative sustainability programme welcomes new and returning partners
Thx!, the US-based social impact programme connecting consumers with farmworkers, continues to expand its sustainability initiative with new and returning partnerships from leading produce companies.
This year will see Thx!-branded products in more major US retailers nationwide, including Costco, Walmart, Sam’s Club, Winn-Dixie, and others. The programme now features a variety of produce, including kiwifruit, blueberries, cherries, pears, grapes, asparagus, lemons, citrus, and peppers, fostering meaningful connections between consumers and the individuals who cultivate their food while providing significant value to participating produce brands.
Key partners include El Pedregal, Camposol, Imok Global, Kuara, FruVeg, SunFed, Classic Harvest, and Fudi-Food, and more are scheduled to launch in the months ahead.
Thx! products are easily identifiable by distinctive labelling, featuring clear PLU codes or branded clamshell packaging. Each item includes a sticker showcasing a photo of the farmworker who picked or packed the produce, along with a QR code.
Scanning the code allows consumers to view videos highlighting the farmworkers’ stories and aspirations. Every purchase contributes to fulfilling a farmworker’s dream—at no additional cost to the shopper—cultivating a deeper connection to the food they consume.
According to a recent survey of 3,452 consumers conducted by Farm Star Living, 95.8 per cent of respondents said they would rather purchase a product that supported farmworkers, given the same cost, over a product that did not.
“Thx! is poised for a remarkable year,” said Martin Casanova, co-founder of Thx!. “This programme creates a true win-win-win: for our produce partners, retailers, and farmworkers. It also offers shoppers a unique and meaningful experience. We are committed to expanding our partnerships with produce companies and retailers and are deeply grateful for the opportunity to positively impact the lives of farmworkers.”
Thx!’s mission is to redefine the consumer-food relationship by offering brands and retailers a unique way to create value and purpose. By bridging the gap between consumers and farmworkers, it aims to drive a movement of ‘doing good,’ transparency, and sustainable impact within the produce industry.
