BerryWorld, Checkers and Discovery Vitality Join Forces to Support Breast Cancer Awareness

BerryWorld, Checkers and Discovery Vitality have partnered to support breast cancer awareness and improve access to breast-health education and screening services in South Africa. The initiative introduces Booberries™, limited-edition cups of locally grown blueberries available exclusively at Checkers stores nationwide during Breast Cancer Awareness Month in October. For every cup sold, BerryWorld and Checkers will each donate R1 to PinkDrive, bringing their combined contribution to R2 per cup. Discovery Vitality will also make a separate donation to support PinkDrive’s breast-health education and screening work. The campaign connects South African agriculture and retail with a health initiative aimed at helping people access important information and services.

The campaign highlights the role agricultural businesses can play in supporting the communities connected to food production. BerryWorld’s involvement links blueberry production with breast-health awareness and support for farm workers. More than 150 women across two of BerryWorld’s grower farms in the Western Cape recently received breast-health education and clinical breast examinations through its partnership with PinkDrive. The initiative brought health information and screening services to women working on the farms. It also demonstrates how partnerships between agricultural businesses and healthcare organisations can support access to services in farming communities.

PinkDrive is a non-profit organisation that provides breast-health education and screening services to people who are medically uninsured or face barriers to accessing healthcare. Its mobile health units offer services that include clinical breast examinations, mammograms and health education. These services are intended to help people access breast-health information and screening. Funding from the Booberries campaign will contribute to PinkDrive’s work in this area. The additional donation from Discovery Vitality will provide further support for the organisation’s education and screening services.

Breast cancer is the most commonly diagnosed invasive cancer among South African women. National Cancer Registry data recorded 11,262 cases of female breast cancer in 2024, with a reported lifetime risk of one in 28. Breast cancer can also affect men, although cases are less common. South African information from the Council for Medical Schemes indicates that male breast cancer accounts for approximately 1.8% of breast cancer cases in the country. These figures underline the importance of breast-health awareness and access to appropriate medical services.

The Booberries cups include a QR code that directs shoppers to breast-health resources. The campaign encourages people to learn what is normal for their bodies, discuss breast health and seek medical advice if they notice unusual changes. Early detection can improve treatment outcomes, although screening recommendations depend on factors such as age, medical history and individual risk. People who notice a new lump or another unusual change should seek advice from a qualified healthcare professional. The campaign aims to make breast-health information more accessible while supporting an organisation that provides screening services.

Checkers said the campaign reflects the role retailers can play in encouraging healthier choices and supporting community initiatives. The retailer already partners with Discovery Vitality through its HealthyFood benefit, which rewards eligible members for choosing qualifying products. The programme includes more than 2,500 HealthyFood products, and blueberries are among the products available through the benefit. Through Booberries, the partners are connecting a grocery purchase with a breast-health awareness message and a contribution to PinkDrive. The limited-edition cups are available at Checkers stores nationwide during October.

Quintin Paladin, general manager of Freshmark, Checkers’ fruit and vegetable procurement and distribution arm, said retailers have an opportunity to use everyday shopping to encourage people to think about their health. He said the campaign was intended to prompt customers to consider their own wellbeing while supporting a cause beyond the supermarket. This approach links the purchase of locally grown blueberries with a contribution towards breast-health education and screening. The initiative also gives shoppers an opportunity to learn more about breast health through the QR code on the cups.

BerryWorld launched the Booberries campaign in the United Kingdom in 2024, and it has since expanded into European markets including France and Norway. The South African campaign brings the initiative to local shoppers through a partnership with Checkers and Discovery Vitality. Jason Richardson, managing director of BerryWorld South Africa, said the partnership would raise funds for PinkDrive while encouraging greater awareness and education around breast health. The company’s involvement also connects its blueberry business with a community health initiative. Its grower farms in the Western Cape have already hosted breast-health education and clinical examinations through the partnership with PinkDrive.

Discovery Vitality is encouraging eligible members to complete recommended preventive screenings. Female Vitality members aged 40 and older can earn 2,500 Vitality points for completing a mammogram, subject to the programme’s applicable conditions. Members can also use the Vitality wellness network to find participating providers. Through the HealthyFood benefit, eligible members can earn up to 25% back in Discovery Miles when buying blueberries at Checkers, with rewards of up to 75% back available when paying with a qualifying Discovery Bank card. These benefits operate separately from the R2-per-cup contribution made by BerryWorld and Checkers to PinkDrive.

The Booberries campaign brings together agricultural production, retail and healthcare partners to support breast cancer awareness in South Africa. It combines the sale of locally grown blueberries with donations to PinkDrive and access to breast-health information. The partnership has also supported education and clinical breast examinations for more than 150 women across two BerryWorld grower farms in the Western Cape. For the agricultural sector, this provides a practical example of a business partnership that includes the wellbeing of people working on farms. Through the campaign, BerryWorld, Checkers and Discovery Vitality are supporting breast-health education and screening while encouraging South Africans to take breast health seriously.