Southeastern Grocers donates to Ukraine amid war using private label profits

Southeastern Grocers (SEG), has announced two initiatives that will donate money to Ukraine and its citizens in light of the recent Russian invasion. 

The parent company of Fresco y Más, Harveys Supermarket and Winn-Dixie grocery stores has announced a $250,000 donation to the International Committee of the Red Cross through its SEG Gives Foundation. The company said it will also be donating 100% of the proceeds from its private label Ukrainian vodka for the next 31 days, as the country declared independence 31 years ago following the collapse of the Soviet Union.

On Feb. 24, Russian president Vladimir Putin ordered an invasion of the neighboring country after declaring two separatist-controlled regions in eastern Ukraine, known as the Donbas, as independent states. The invasion followed months of military build-up on the Ukrainian border. The international community has heavily sanctioned Russian government officials and companies for the military action.

“At Southeastern Grocers, we are guided by doing the right thing; we recognize the people of Ukraine need our help, and they need it now,” said SEG president and CEO Anthony Hucker. “That’s why we are immediately directing funds to the International Committee of the Red Cross to support the victims of the war in Ukraine. This decision is a natural extension of our belief that there is greater power in unity than there is in division; we believe that we are all stronger together.”

Last year, the SEG Gives Foundation aided those impacted by Hurricane Ida, providing aid through the American Red Cross, food distributions, associate support, and mobile pharmacies, totaling over $566,400. Before last Christmas, the company partnered with Feeding America to raise money for food banks in its five-state footprint.