Pick n Pay has raised over R1.5 million as various divisions within the business rallied to raise money for cancer survivors in their ‘PnP goes Pink’ drive.

The announcement coincides with World Cancer Day on 4 February 2025, aligning with the theme of United by Unique which highlights a people-centred approach to cancer care and individuality of each patient's journey.

Pick n Pay’s annual drive is held in October during Breast Cancer Awareness month. Pick n Pay has confirmed that R1,566,288 was raised, which has been donated to support four different organisations dedicated to helping those battling with cancer. Through various initiatives, Pick n Pay raises awareness, as well as much-needed funds for cancer patients.

Pick n Pay, along with some of its suppliers, package everyday items in pink, such as punnets of mushrooms, blueberries, banana boxes, avocado, apple and mandarin boxes.

For every pink punnet of mushrooms purchased, R1 is donated to Reach for Recovery (R4R) through the South African Mushroom Farmers’ Association (SAMFA). As at 2023, Pick n Pay has supported this initiative, helping to distribute over 8,350 silicone prostheses – valued at more than R7.45 million – to women who otherwise couldn’t afford them. This ‘Power of Pink’ campaign has covered 99.3% of the total project costs.

“In November 2024, seven women from Worcester visited our Tygerberg office to receive their first silicone prostheses. Among them was an 82-year-old matriarch who, after 26 years, finally received a quality silicone prosthesis. The joy she felt was indescribable. This unforgettable moment was made possible by Pick n Pay’s generous support,” said Stephné Jacobs, Chairperson Board of Management at R4R.

Joining the ‘Pick n Pay goes pink’ drive this year was Pick n Pay Clothing. Proceeds from bra sales were donated to the PinkDrive Mammography Unit, helping them to reach patients in rural areas across the country.

Clover participated by offering in-store products packaged in pink, which Pick n Pay promoted through point-of-sale displays, e-commerce marketing, and social media content. Proceeds from these sales contributed to PinkDrive’s goal of acquiring a new mobile clinic truck.

Additionally, funds from cut flowers and potted plant sales were donated to HospiceWITS for the second consecutive year, providing essential medical, emotional and psychological support to those in need. 

Other beneficiaries for Pick n Pay’s annual drive include the Tygerberg Breast Unit in the Western Cape, and CANSA.

“Pick n Pay is built on strong values – values that inspire us to support those in need.  Raising awareness is important, but turning that awareness into tangible support is critical for those battling cancer. We can’t make a significant impact alone, so we’re grateful to our valued suppliers, customers and partners across the value chain, who collectively help us make a difference through initiatives such as this. Each year we’ve been able to grow the support for this worthy cause, and we look forward to growing it even further in the years to come,” said Jacqui Peacock, Pick n Pay’s Business Unit Head for Produce & Horticulture.

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