# Senior Food Insecurity Campaigns Wright's Market Launches Initiative to Fight Food Insecurity By Grace Mahas | Published 2021-03-18 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/wrights-market References: [grocerydive](https://www.grocerydive.com/news/wrights-market-plans-e-commerce-initiative-to-fight-food-insecurity/596837/) Wright's Market, the independent Alabama grocery store, recently joined forces with Auburn University in an effort to support [food-insecure families with young children](https://www.trendhunter.com/trends/share-our-strength) as well as seniors. The new initiative, dubbed Healthy Food Hotspots, will leverage an e-commerce strategy and have these individuals place orders online with Wright's Market delivering the orders to a centralized pickup location. This is especially useful in light of the growing wage gap and [food insecurity in the state](https://www.trendhunter.com/trends/food-insecurity-in-canada). According to a recent survey, "more than 1.8 million Alabama residents live in food deserts with limited access to grocery stores, and 10% of the state’s senior citizen population is food insecure." The Healthy Food Hotspots program will help tackle the [lack of access to grocery stores](https://www.trendhunter.com/trends/grow-on-the-go) by providing targeted support. Image Credit: Google Maps ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 15% | Activity: 19% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Charity](https://www.trendhunter.com/charity) ## Key Themes ### Key Themes Behind This Trend - **E-commerce Strategies for Food Insecurity Relief:** The Healthy Food Hotspots program demonstrates an opportunity to use technology to support vulnerable communities. - **Community Partnerships to Combat Food Insecurity:** Collaborations between businesses and educational institutions can drive change in areas with limited food access, as seen in the Wright's Market and Auburn University partnership. - **Targeted Support for Senior Food Insecurity:** The 10% of the senior citizen population in Alabama experiencing food insecurity represents a specific demographic that can benefit from initiatives like Healthy Food Hotspots. ### Where This Applies - **Grocery:** Innovative delivery and pickup options can be implemented by grocery stores to better serve food-insecure customers. - **Education:** Partnerships with community businesses, like the one between Auburn University and Wright's Market, provide opportunities for educational institutions to support local initiatives and combat food insecurity. - **Technology:** E-commerce platforms and online ordering systems can facilitate more efficient and accessible food distribution, presenting opportunities for technological innovations in food insecurity relief. ## Related on Trend Hunter - [Food Insecurity Match Programs](https://www.trendhunter.com/trends/nutritional-assistance.md) - [Food Insecurity-Targeting Community Initiatives](https://www.trendhunter.com/trends/coordinated-care.md) - [Accessible Healthy Food Initiatives](https://www.trendhunter.com/trends/healthy-food-initiative.md) - [Online Grocery Equity Initiatives](https://www.trendhunter.com/trends/broulims-fresh-foods.md) - [Nourishing Community-Focused Initiatives](https://www.trendhunter.com/trends/fresh-thyme-markets.md) - [Collaborative Food Assistance Programs](https://www.trendhunter.com/trends/top-box-foods.md) - [Senior Grocery Delivery Initiatives](https://www.trendhunter.com/trends/walmart-and-avanlee-care.md) - [Food Insecurity-Targeting Initiatives](https://www.trendhunter.com/trends/hunger-action-month.md) - [Food Insecurity-Fighting Partnerships](https://www.trendhunter.com/trends/feeding-americas-mission.md)