The Daily Scoop: Hawaii’s favorite food makes big splash in Maui relief efforts

Spam’s parent company is showing up for Maui in a big way to support wildfire response efforts through food, monetary donations and other support, according to a Hormel Foods press release.

Hormel Foods Corporation and its Spam brand are donating five truckloads of Spam (over 264,000 cans) to wildfire-impacted areas plus a cash donation, which both total $1 million dollars. They also are donating Spam T-shirt proceeds to the cause, among other efforts.

Spam is an important cultural food in the Hawaiian Islands. Hormel Foods even has a page on their website explaining its popularity, which began with American GIs during World War II but quickly spread to the general population, who now enjoy Spam with fried rice, musubi and more.

“Our donation efforts are just one way we are showing the community our love and support back,” Jennesa Kinscher, Spam brand senior brand manager said.

Why it matters: Spam will be with Hawaii through thick and thin. That’s the message Spam conveys with their Maui wildfire donations and overall assistance.

Hawaii residents eat over 7 million cans of Spam products annually -– more than any other state in America, according to the press release. Hawaii’s love of Spam, along with the brand’s recent support of Maui, adds a layer of brand trust.

The brand has been around for generations and gives it credibility in even the most difficult moments — and makes it an attractive brand partner for others.

“We know how popular Spam products are, especially in Hawaii,” Stacy Lamb, VP of disaster services at Convoy of Hope, said in the release. “This donation allows Convoy of Hope to deliver comfort to people whose lives have been turned upside down … Convoy of Hope is thankful that we can always count on the generosity of Hormel Foods, especially during difficult times.”

Hormel Foods chose to act in one of Hawaii’s darkest hours. It recognized that it has come to occupy an important emotional, comfort role in the state and chose to act. Their donations are likely to be repaid many times over as Maui rebuilds — fueled by canned lunch meat.

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Sherri Kolade is a writer at Ragan Communications. When she is not with her family, she enjoys watching Alfred Hitchcock-style films, reading and building an authentically curated life that includes more than occasionally finding something deliciously fried. Follow her on LinkedIn. Have a great PR story idea? Email her at sherrik@ragan.com.