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Full Hearts, Full Stomachs

Sam Joseph
Shannon Ladd
Linda Lim
Vishal Parikh
Erick Parra

Introduction
For most of us, eating is just a normal part of everyday life. Breakfast, lunch, and
dinner are necessities that most people in America have never had to live without and
most of us will never know what real hunger feels like. However, most is not everyone,
and currently there are millions of people nationwide who dont know when their next
meal is going to be. Hunger is a growing problem in the United States with one in eight
persons receiving aid. More and more people are struggling to put food on the table and
Dallas, just like many other cities, is not unaffected. The rate of people living below the
poverty level is steadily increasing. As of 2012, 23.6% of persons living in Dallas City
were living below the poverty level, compared to 17.4% statewide. One reason is due to
the economy. With more people out of a job and looking for employment, poverty and
hunger are definitely on the rise. Many of the affected are seniors, children, and people
living in single family homes. Not everyone affected by hunger is out of a job, many are
working-class people who dont make enough money to support their families and
therefore may experience days without food.
The majority of people who live below the poverty line suffer from food insecurity.
Food insecurity is when people have a limited access to food because of their current
circumstances such as a lack of money, employment, and resources (North Texas Food
Bank, 2014). People who live in food insecure households do not get enough nutrition
and are at a greater risk of getting diabetes, hypertension, and cardiovascular
diseases. They are also unable to perform physical and mental activities to their
potential. Being hungry can also affect a persons self-esteem and slow their social
skills. Women who are food insecure have a greater risk of developing depression and
other mental issues. Hunger especially affects the lives of children. Without enough
food and proper nutrition, young children are at risk for illness and having
developmental issues. Children living in food insecure households often go to school
without having a meal and because of their hunger they may not be able to participate
up to their potential in class and school activities. They are also more susceptible to
having an array of physical and mental issues such as anemia, asthma, oral health
problems, and behavior problems.
Our company, Walmart, would like to fight against hunger and support the
community of Dallas by feeding the needy and helping them to get back on their
feet. Already, Walmart has launched a commitment in collaboration with Feeding
America to raise $2 billion in cash by 2015 to help feed the hungry. Similarly, for the
Dallas area, we would be utilizing Walmarts size and resources to host an in-store
charity event at the Richardson location in collaboration with The North Texas Food
Bank to help local families in need. Walmarts slogan, Low prices. Better Living
focuses on giving Americans a better standard of life by offering their products at low
prices. Our slogan Full hearts, full stomachs. will focus on giving back to the
community on behalf of Walmart.

Background
Walmart was founded by Sam Walton in 1962. Sam Waltons vision was to help
customers and communities save money and live better. Since then, Walmart has
become one of the largest retailers in the world with approximately 11,000 retail stores
worldwide. The company is involved in many community projects to help those in need
and is doing it one community at a time (Walmart, 2014).
One specific area of focus is the problem of hunger. Those that are under the
poverty line are not able to get enough food and nutrition for themselves or their
families. Though the poverty level of the state of Texas is relatively low, the percentage
of those in the Dallas/Fort Worth area is significantly higher than the state average.
Approximately 23.6% of people in Dallas are living under the poverty line.

The Walmart Foundation has 5 core areas of focus. These areas are the major
problems where Walmart concentrates on giving back to communities. Under the core
area of Hunger Relief and Healthy Eating, Walmart uses its significant resources in
order to help support impoverished families and persons in need. However, Walmarts
program, Fighting Hunger Together, is a global program. Walmart should focus on a
local program in order to raise more awareness. In partnering up with the North Texas
Food Bank, Walmart should be able to raise substantial awareness for hunger and
poverty. The North Texas Food Bank is a hunger relief organization and a major
distributor of food through a large network. The organization has many programs
designed to not only give families food, but also strives to ensure that the food is
nutritious.

The Plan
The plan is simple: every November, we observe how customers shop during this
month. We have found that during this time shoppers are hit by a psychological term
better known as warm-glow giving, the feeling of self-fulfillment and satisfaction that
people experience when they do something to help others. We plan to take advantage
of this phenomenon and use it for a more noble cause - charity. Through what we like to
call the TOMs Method, we have decided that, when customers buy a certain
categorized item, Walmart would then give that same item to charity. We plan on
creating a month long event at our Walmart location here in Highland Park. By doing a
giant promotion with the North Texas Dallas Food Bank, we can promote this charity to
our customers as they walk into the store, since the customers will already be doing
their regular day-to-day grocery shopping. We assume that most of them will at some
point buy at least one item on the list of charity goods. This will then stimulate their
moral integrity and result in the sale of at least one extra item in order to give more to
charity.
We plan to promote this charity event by sending flyers in the mail and also
through local television advertisements. We are more than confident that our local
community will support this charity event and help us feed families all throughout the
North Texas area with the help of the North Texas Dallas Food Bank and all the
sponsor programs that they ally themselves with. We will also promote this event in
store by handing out a list of items that are eligible for this promotion and hang up
several signs in order to make our customers aware of our plan and desire to help the
hungry. This will promote a better reputation to the Walmart brand name.
The steps we will take in order to make this month-long event possible require
the help of not only our valuable customers, but the help of our loyal coworkers as well.
We will take a team of 20 employees and make them our "main" team for this event. 10
employees will be chosen to package and deliver the food, while the other 10 will be
used to replace the coworkers who left their original job requirements for this new task
at hand. We will reward them with an extra dollar an hour for this month and an
opportunity to work over-time hours.
In order to deliver all the items at the end of each week, we will rent two moving
trucks that will be used specifically for this job. We would rather use the resources we
already have and use trucks that are already owned by Walmart, but we understand
that in order to maintain the famous high logistics that we are known for, renting two
trucks might be the better option.

Schedule for the Month of November


Event

Description

Times

Collecting and
organizing

Gather inventory and organize food


items for delivery.

10 p.m. (Daily)

Delivery

Take collected items to North


Texas Food Bank

4 p.m. - 7 p.m. (Done


weekly every Friday)

In order to maintain a system that will make it easy for customers and employees
to find items that are part of this promotion, we will label each item individually and
promote them as such. At the end of each night, we will organize each item that is to be
donated, based on the completed transactions of each item that was sold. By doing so,
we will be able to keep track of the inventory that we have on the floor and in stock, thus
promoting a system of reliable data and processing.
As we all know, at the end of each month hundreds of food items are disposed
of, due to our inability to sell items to the public that are close to the expiration date.
Due to this, we will also make an agreement with the North Texas Dallas Food Bank to
donate any and all food items that would have been disposed of at the end of the
month.

Schedule of Pre-season Events May 31st - Oct. 31st


Date

Description

May 31st

Collect money from headquarters bursars office.

October 20th - 31st

Promote early advertising for this event.

October 25th

Establish truck rental schedule with U-haul

The Proposal
We have come up with a plan of action to help our fellow North Texans in a time
when they need it most, and to correct an outdated image of Walmart. The Walmart Full
Hearts, Full Stomachs campaign will begin on Saturday, November 1st, and end on
Sunday, November 30th. Promotion for the event will begin during the week of October
19th. The event and details will be featured in sales fliers for this six-week period, as
well as in local television advertisements.
This special month-long event will encourage customers to donate select items to
be given to charity while shopping at a Walmart location. The donations will be on a
one-to-one ratio where a customer purchases eligible items and Walmart donates equal
amounts of the same items. Items qualifying for this promotion will include kitchen
essentials such as milk, bread, fruits and veggies. Non-perishables like canned and
boxed goods will also be eligible under this promotion. This event will take place at the
Highland Park location of Walmart during the entire month of November. This location
will coordinate with the North Texas Food Bank to ensure that all the items donated
during this promotion will be distributed to those most in need of assistance. The North
Texas Food Bank is the best choice for a partner in this endeavor because they not only
provide assistance to those in our local community, but individuals throughout 13
counties. The NTFB is a large and very well organized group with an efficient,
systematic method of delivering food to those in need. With a company as expansive as
Walmart, which is known for its superior logistics, it is ideal that we coordinate with an
organization with a wide reach and capability.
Food waste is a serious concern that goes hand in hand with hunger. The United
States is one of the most wasteful countries in the world, and the Lone Star state is no
exception. At 21% of total waste, food makes up the largest percentage of the waste
that goes into municipal landfills. The idea of food being thrown away when there are
those individuals who don't have enough to begin with is baffling. According to practices
of food manufacturers, all food items are given an expiration or sell by date and food
items are taken from the shelves when this date is reached. The expiration date,
however, does not precisely reflect the true quality of the food. Various food items can
remain safe to consume several days past the printed expiration date. Those items that
can't be sold for profit are typically just thrown away. That is why, in addition to the Full
Hearts, Full Stomachs campaign, Walmart would like to begin donating the entire stock
of groceries that are typically wasted at the end of each day to the North Texas Food
Bank. We hope to continue this relationship beyond the span of the November
promotion.

Budget
Average number of customers per day per store = 100,000,000 / 7 / 4253 = 3358.9735
If we give a customer a 50% chance to purchase any given product, then we can safely
expect a high end estimate of how many of a product is purchased per day to be
3358.9735 * 0.5 = 1679.4868.
Product

Unit Price High Estimate Quantity Expected

Total

Milk (per gallon)

$3.50

1679.4868

$5878.20

Water (per gallon)

$1.00

1679.4868

$1679.49

Rice (per pound)

$1.00

1679.4868

$1679.49

Canned Goods

$2.00

1679.4868

$3358.97

Per day total = $12,596.15


Per month total (30 days in a month) = $377,884.50
To incentivize employees to participate in our plan, we would like to offer them $1 per
hour in addition to their current hourly pay. We expect that at most 20 employees will be
included in this temporary bonus. This temporary bonus will only be active while
participating in relevant volunteering hours.
Position

Number of Employees Exp. Hours (per week)

Total

Driver/Transport

$6.00

Packing

10

$20.00

Delivery Unloading

$8.00

Per week total = $34.00


Per month total (used weekly) = $136.00
Truck Rental
Expected cost per week = $120.00
Expected cost per month = $480.00
OVERALL EXPECTED TOTAL FOR THE MONTH OF NOVEMBER =

$379,500.50
(Note: This estimate is most likely greatly overstated. However, we do not expect our
budget to exceed this value.)

Staffing
There will be 3 primary positions we will need our staff to work Transportation,
Packing, and Delivery. Transportation will be in charge of driving the truck from Walmart
to the North Texas Food Bank and back. Packing will be in charge of collecting the
correct amount of donated goods and loading it in the truck. Delivery will be in charge of
unloading the truck at the food bank and ensuring the product will reach its destination.
All of these positions will be paid an additional dollar per hour over their current hourly
wage and they will work these positions for about 2 hours a week.

Conclusion
In conclusion, we believe that our proposition could benefit this company just as
much as it will benefit the community and those that are in need of our assistance. Our
ability to deduct most of the inventory that will be given away from our taxes will create
a small profit for the company, while at the same time feeding the many hungry people
of our community and creating a better image for us. We may not be able to end world
hunger, but we believe that, with the help from us here at Walmart and our community,
we can help hundreds of people in need. However, we will need your help to do this.
With our wide market range and resources we will be able to connect with various
customers and appeal to their moral integrity to purchase more goods.

Authorization Request
Walmarts Full Hearts, Full Stomachs campaign promotes giving back to society and
raises awareness for the North Dallas Food Bank and the impoverished. This campaign
will highlight Walmarts goodwill and change Walmarts image in the minds of the
consumers. Individuals will see that Walmart accepts social responsibility and is aiding
the victims of Americas hunger problem, stimulating brand recognition.
I approve the Full Hearts, Full Stomachs campaign as Walmarts submission for the
Dallas Chamber Of Commerces Businesses Give Back competition. I grant the
$378,540.50 budget requisition necessary for the campaign.

_______________
Date

__________________________
Signature

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