Gowalla’s 1 million users this summer will help donate $1 every time they check in to a local farmers market. The Austin, TX-based company today announced the initiative, which includes a partnership with appliances brand Frigidaire and actress Jennifer Garner.
Frigidaire, based in Charlotte, NC, will donate up to $500,000 from the Gowalla check-ins to the Save the Children foundation, which supports kids’ rights. Garner is the spokesperson for an overall effort that includes the chef Adam Kaye, whose Blue Hill at Stone Barns has been a staple restaurant in the farm-to-table food movement. Specifically, their initiative focuses on providing impoverished children in rural America with a “Change” program that gives them access to nutritious snacks, fresh fruits, whole grains, and exercise.
The Gowalla effort also dove-tails with Garner and Kaye’s “Frigidaire Kids’ Cooking Academy Summer Session.” In the coming months, it will educate families of all backgrounds about the seasonality of food. For instance, the program will teach people about preparing just-picked ingredients.
The site, Make Time for Change, has been created for the effort. It includes how-to copy and creative that promotes downloading the Gowalla app and checking in at farmers markets.