Dive Brief:
- Wegmans announced Monday the launch of Wegmans for Athletics, a new program focused on the food, nutrition and hydration of athletes.
- The grocer said the program is designed for collegiate athletic programs, youth sports and professional organizations.
- The launch comes as Wegmans looks to bolster its reputation as a supporter of athletes and also expand its catering business beyond traditional avenues.
Dive Insight:
With Wegmans for Athletics, participants can receive meals through the grocer’s catering service, Meals 2Go, for before and after games as well as for team travel and celebrations.
As part of the program, people can access large-order fulfillment and replenishment of Wegmans brand snacks, hydration and supplements, many of which the grocer said don’t contain artificial dyes, sweeteners or unnecessary preservatives. Catering for suites, hospitality lounges, courtside areas and athletic department events is also available, according to the announcement.
Participants get access to Wegmans’ nutrition education, which includes cooking classes and store tours.
Wegmans said it can provide catering “tailored to each program’s needs” and local store support will “help ensure consistent execution and localized impact.”
Wegmans highlighted its reputation for fresh foods, catering and nutritional education in its pitch to athletic departments and institutions: “For athletic partners, the program helps enhance holistic student-athlete care, performance support, and departmental efficiency in a way only Wegmans can.”
Wegmans has a long history of supporting athletes and partnering with sports teams. Earlier this month, the grocer announced a limited-time private label cereal featuring Buffalo Bills Quarterback Josh Allen. One dollar from purchases of every box, which select Wegmans stores in New York and Pennsylvania will stock, will go to the Golisano Children’s Hospital of Buffalo, New York.
