A new campaign coinciding with Breast Cancer Awareness Month introduced limited-edition Booberries blueberry cups to shelves at Checkers stores across South Africa in October. This initiative combines the sale of local blueberries with funding for breast health education programs and screening services.
The campaign was launched by Checkers, BerryWorld, and Discovery Vitality. For every cup sold, BerryWorld and Checkers will donate R1 each, totaling R2 to the non-profit organization PinkDrive. Additionally, Discovery Vitality will make a separate contribution to support PinkDrive's work.
PinkDrive provides breast health education and screening services to individuals who lack medical insurance or face difficulties accessing healthcare. Their mobile medical units offer services such as clinical breast examinations, mammography, and health education.
This campaign comes amid the fact that breast cancer remains the most frequently diagnosed invasive cancer among women in South Africa. According to the latest data from the National Cancer Registry, 11,262 cases of breast cancer were registered in women in 2024, and the lifetime risk is one of 28. Cancer also affects men; according to the Council for Medical Schemes, male breast cancer accounts for about 1.8% of all cases in South Africa, which is higher than less than 1% worldwide.
Beyond fundraising, the Booberries campaign aims to stimulate more open discussions about breast health and the importance of early detection. The limited cups contain a QR code that directs buyers to key resources, encouraging them to understand their body's norms, recognize changes, and seek medical attention if any deviations occur.
Quintin Paladin, General Manager of Freshmark, Checkers' fruit and vegetable procurement and distribution division, noted: 'As a retailer, we have a unique opportunity to turn everyday purchases into meaningful moments.' The campaign builds on Checkers' existing partnership with Discovery Vitality, which rewards Vitality members for choosing from over 2,500 HealthyFood products, including Booberries.
The partners have also extended their message beyond supermarket shelves. Through collaboration with PinkDrive, recently over 150 women at two BerryWorld farms in the Western Cape received breast health education and clinical breast examinations.
For BerryWorld, this campaign in South Africa is a continuation of an international initiative launched in the UK in 2024, which has since expanded to European markets, including France and Norway.
Jason Richardson, Managing Director of BerryWorld South Africa, stated: 'We are proud of our partnership with Checkers to bring the Booberries campaign to life and thereby make a real contribution to the lives of people, families, and communities across South Africa.' He added: 'By combining a beneficial product like blueberries with an important breast health message, we can raise necessary funds for PinkDrive while simultaneously raising awareness and educating about breast health.'
Discovery Vitality asserts that the initiative is also intended to encourage people to move beyond mere awareness and take practical steps to protect their health. Dr. Mosima Mabunda, Chief Clinical Officer of Discovery Vitality, believes: 'Too often people know breast cancer exists, but they postpone screening, ignore symptoms, or avoid difficult conversations.'
He emphasized: 'If a cup of blueberries helps someone check what is normal for their body, talk to a loved one, or schedule a mammogram, then it has made a significant difference.' Female Vitality members aged 40 and older can earn 2,500 Vitality points for undergoing a mammogram. Members can also use the app to find a nearby wellness provider.
Thanks to the Vitality HealthyFood benefit, members can get up to 25% back in Discovery miles when purchasing blueberries at Checkers, and this percentage increases to 75% when paying with a qualified Discovery Bank card. Limited edition Booberries cups will be available exclusively in Checkers stores nationwide throughout October, while supplies last. The main message of the campaign is simple: awareness is important, but action matters, whether it is learning about breast health, encouraging a loved one to get screened, or seeking medical advice about changes.