The following is the first in a series of Food Basket stories
that will run throughout the holiday season. The series will
highlight efforts to meet the ever increasing need of
less-fortunate residents. To submit information for The Food
Basket, call 433-4451 or email ke****@so********.com.
It’s that time of year again when holiday planning, gift
shopping and seasonal giving appeals all vie for our attention —
and dollars.
And, with many of us facing the personal impacts of a bad
economy, lost jobs and reduced budgets, we struggle to also support
our favorite seasonal charities.
That’s why a group of local independent grocery stores has come
together to make supporting meals for shut-in seniors easier than
ever.
Starting Friday, (Nov. 13) and continuing until Thanksgiving
(Nov. 26) shoppers can add a $3.50 donation (or more) on their
check-out bill as a direct donation to the local Meals on Wheels
program operated by the Council On Aging.
The stores have set a $60,000 goal which would provide almost
20,000 warm meals delivered daily by Council staff and
volunteers.
Ken Silveira, owner of three Pacific Markets, originated the
check-out appeal over eight years ago and was joined by
Healdsburg’s Big John’s Market and Molsberry’s last year.
Silveira and COA’s Marianne McBride this year convinced three
other independent markets to join the campaign, including Oliver’s
Markets in Santa Rosa and Cotati, Skyhawk in east Santa Rosa and
the Petaluma Market.
“We’d like to have more. We hope we can eventually get every
independent grocer in Sonoma County to join us,” said Silveira. He
said a second seasonal appeal may be launched next Easter.
“It’s been a great partnership,” said McBride. “The beauty is
having local people taking care of the local needs.” The tough
economy has forced the large nonprofit to make staffing cuts and
trim other expenses. “We’re making a valiant effort. So far we
haven’t had to turn anyone away.”
Meals On Wheels prepares and delivers about 1,000 lunchtime
meals every day. Recipients must be older than 60 and be
home-bound, either temporarily or long term.
“I’ve gone on drive arounds with the staff and it is a real
eye-opener,” said Silveira. “You have no idea how much this is
needed and how big a difference one meal means.”
Silveira said the added interaction between customers and store
employees makes this form of donation unique. “It’s not just
writing a check. There’s a better sense of full participation and
cooperation,” he said.
Pacific Market shoppers last Thanksgiving donated $30,000. At
Healdsburg’s Big John’s Market, many shoppers went well above the
$3.50 donation and contributed a total of $7,200 in the first
year.
“People were very generous,” said Kim Lloyd, Big John’s Market
owner. “We had many people just add $20 to their bill. We had a
goal of $6,000 and went way over.”
Joining the other independent stores adds “strength in numbers”
and boosts the public awareness, said Lloyd. “We’re all in this
together and we appreciate our customers’ great support.”
Meals On Wheels receives a partial federal subsidy that covers
about $2.50 of each warm meal. Some clients donate up to $1.25 per
meal, leaving a $3.50 gap.
“It’s that donated $3.50 that makes up the difference,” said
McBride. “When someone makes that donation at their grocery store,
they are buying a warm meal for a local senior.”
There is no income eligibility for the program and shut-in
elderly are usually referred by local senior centers, dining sites
or by their doctor or caregiver.
“The profile of a Meals On Wheel client is any one of us — 30
years from now,” McBride said. “We serve housewives, retired
professionals, mostly single people, but some couples. Some of our
clients are temporary while they recover from a hospital visit or
illness.”
The meals are prepared at the Council’s large commercial kitchen
in south Santa Rosa and meet USDA federal nutrition and “heart
healthy” requirements, McBride said.
For many of the Meals On Wheels clients, the daily delivery is
their only contact with a visitor or other human. “Many of our
clients are very isolated and the visit makes all the difference in
the world to them.”
The Council On Aging provides a wide array of services to
seniors including day services, legal and financial advice and
referrals and peer and volunteer support.
The majority of funding comes from individual donations and fund
raising with some United Way and other government grant
support.
“Our number of donors has held steady,” McBride said about the
impacts of the current down economy. “But among some of our
long-term supporters, everyone’s gift is down a little bit from
prior years.”
Big John’s Market also held a Meals On Wheels drive last
Father’s Day and raised another $4,900, said Lloyd.
Silveira and Pacific Market have been longtime sponsors of the
Council’s Derby Day, a major fund raiser held during the annual
running of the Kentucky Derby horse race.
Besides the Meals On Wheels campaigns, Pacific, Big John’s and
the other locally-owned markets provide a year-round source of
support for the many local food pantries, seasonal canned food
drives and donated raw ingredients for the holiday-time free
community Thanksgiving and Christmas dinners.
