Foodland Super Market, Ltd. (Foodland, Sack N Save or Foodland Farms Markets) conducts an annual fund raising campaign for non-profit organizations throughout the state of Hawaii. Give Aloha, Foodland's Annual Community Matching Gifts Program, was created in 1999 to honor Foodland's founder, Maurice J. "Sully" Sullivan and continue his legacy of giving back to the community. Each year during the month of September, customers are encouraged to make a donation at Foodland to their favorite participating Hawaii non-profit organization. Each year, Foodland and the Western Union Foundation contribute more than $250,000 to match customer donations for all organizations combined. Since the program began in 1999, a total of more than $27.3 million has been raised for Hawaii's charities.
During the month of September, customers are invited to make donations of up to a cumulative total of $249 (per person, per organization) at checkout to their favorite Hawai`i non-profit organization registered in the Give Aloha program. Donations are accepted at any Foodland, Sack N Save or Foodland Farms checkout. A code is assigned to each organization for donation tracking at checkout (HIMELE's code is 78858.) This year, Foodland will match each donation up to a total of at least $300,000 for all organizations combined. If total customer donations exceed the matching gift, the matching gift will be divided proportionately among all participating organizations. Previous years' matching funds have been in the 20% range.
A Foodland Maika'i market benefits card is required. Customers must be a Maika'i member and use their Maika'i Card to make a donation. Donations made without a Maika'i Card will not be matched. Customers who do not have a Maika'i Card may request one at checkout.