UNDERSCORING A GLOBAL ORGANIZATION’S PHILANTHROPIC SPIRIT
Rich Products Corporation is well known for food innovation, production, and manufacturing, but less so for their worldwide efforts to build up communities in need. The Cause Collaborative dug deep into the roots of this organization to tell the stories of local nonprofits and staff who have been empowered to make the world a better place because of Rich’s.
Rich Products Corporation is a multi-billion dollar corporation consistently listed on Forbes list of largest privately owned companies. A leading supplier and solutions provider to the foodservice, in-store bakery, and retail marketplaces, Rich’s has a history of innovative breakthroughs and worldwide growth. But there was a quieter story that needed to be shared — their Better Our Communities initiative. They approached The Cause Collaborative for help balancing their public image as less about the products and more about the passion.
We worked side-by-side with Rich’s associates to understand the reach, depth, and impact of their giving. Our team was moved by leadership’s commitment to and celebration of volunteerism and fundraising — from the Rich Family Foundation, to individual associates leading local nonprofit initiatives.
Rich’s needed a platform to make Better Our Communities clear and shareable, and we determined a website would be the best way to connect and inform associates and external audiences. We created the Better Our Communities website to show visitors just how far Rich’s reach extends, showcasing powerful imagery of the various causes catapulted by Rich’s — from reviving the West Side of Buffalo to building a girls school in Africa. The website was unveiled at an associate-wide event that also featured print collateral from The Cause Collaborative, including the program, presentation, and signage, scripting, and event activities.
The Cause Collaborative also had the unique opportunity to tour and interview local nonprofits in the Buffalo region, including the Massachusetts Avenue Project, Jericho Road, and the West Side Promise Neighborhood — all of which have been a benefactor of Rich Family Foundation giving or associate volunteering. We developed custom content for the website to continue the story of Better Our Communities.
Through The Cause Collaborative’s strategy to localize storytelling for this international company, Rich’s was able to reach more associates and create an impactful personality for Better Our Communities.