This year marked the 10th annual PB Xpress drive, The Washington Trust Co.’s campaign to collect peanut butter from employees, customers, schoolchildren and businesses for the Rhode Island Community Food Bank. It hasn’t always been easy. A salmonella outbreak last year put a dent in collections. This year, it was the historic floods. Elizabeth Eckel, senior vice president of marketing and investor relations, talked about the trials and triumphs for this year’s collection.
PBN: How much peanut butter did you collect this year, and how does the amount compare to previous years’ collection amounts?
ECKEL: We collected approximately 10 tons of peanut butter in 2010, which is comparable to what we’ve collected in recent years. It’s an incredible amount, considering the high unemployment rate in Rhode Island and other challenges, such as the floods. If you do the math, 10 tons of peanut butter equates to about 320,000 peanut butter sandwiches, enough to feed every school-age child in Rhode Island about two peanut butter sandwiches.
During our 10th Annual PB Xpress drive, [Rhode Island] was hit by devastating floods, which took the attention off of the hunger needs in our state while people focused on more immediate needs of shelter, cleanup and replacement of basic household items and clothing. The end result is that the floods have actually increased the hunger needs in our state.
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PBN: This year, it was the floods. Last year, it was the salmonella outbreak. How did you manage that crisis last year? Any lasting effects this year?
ECKEL: There are always challenges in fundraising and we have our share of obstacles in recent years with the salmonella outbreak, the “peanut butter” law in schools, high unemployment and now the floods of 2010. The key to a successful campaign is good planning, good partners and good communication. We are fortunate to have a generous and enthusiastic group of supporters in Rhode Island – people and organizations who are committed to helping their friends and neighbors.
PBN: In your opinion, what makes the PB Xpress successful?
ECKEL: Our success is due to the tremendous awareness we have generated for the hunger needs and issues in Rhode Island. By spreading the word among our employees, local schoolchildren, businesses and community groups, we enlisted their support and showed them that they can contribute to a cause and make a difference.
PBN: Did you do anything differently this year to promote the campaign and get more people involved?
ECKEL: We introduced a Facebook page and attracted more than 250 fans of the PB Xpress. Social media enabled us to reach an online audience and keep them informed of collection events, dates and successes. We also partnered with Cox Communications, which generously provided public service announcements to help publicize the drive. We also reached out to more community groups and organizations, such as the Catholic schools, to coordinate grassroots campaigns.
PBN: What was the premise behind developing and launching the PB Xpress a decade ago?
ECKEL: Ten years ago, several of us got together and discussed the critical issues facing our state and discussed what we could do to help. Our goal was to create a program that would involve employee, customer and community involvement. We learned of the hunger issues in Rhode Island and created the PB Xpress with the Rhode Island Community Food Bank. The program helps fill the shelves after the busy holiday season and provides a food source that is nutritious, popular and expensive for families to purchase and not something typically donated to the food bank.
The Rotary Club of Providence is very proud to participate in the PB Xpress.
A tremendous, long-term commitment that really makes a difference. Well done, Washington Trust!