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Article: Join the caravan: the industry's main charitable body is bringing fresh meaning and a new emphasis to its work to alleviate hardship among former employees. (ngbf).(Brief Article)
- Article from:
- Grocer
- Article date:
- November 17, 2001
CopyrightCOPYRIGHT 2001 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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It's all change at the National Grocers' Benevolent Fund. The charity, which in one form or another, has spent the past 130 years helping former members of the trade who have fallen on hard times, has unveiled a new name -- and with it a new sense of direction and purpose. The new name? Caravan. The new mission? To be more than just a fund raising vehicle and instead attempt to become the industry's welfare expert.
Agreed, the Caravan monikor does at first sound bizarre. But think about the dictionary definition of a caravan -- "a group of traders journeying together" -- and the new brand starts to make sense. Take in the strapline -- Grocery People Together -- ...