The traditional red and black buckets that hold the artery hardening, belt bursting swill that KFC passes off as food have gone pink until May 23. The Louisville-based company recently launched “Buckets for the Cure” in which 50 cents will be donated to the Susan G. Komen For The Cure campaign for every pink bucket of chicken purchased. Since the launch on April 14, KFC has raised over $2 million toward their goal of $8.5 million.
After the announcement of the Double Down, it seemed like PR couldn’t get worse for the fast food giant. However, this partnership with Susan G. Komen has critics calling foul on both parties.
Breast Cancer Action (BCA), a national non-profit education and advocacy organization known as a watchdog for the breast cancer movement, is accusing both KFC and Komen of pinkwashing—a term coined by the organization to describe when a company supposedly cares about the breast cancer movement yet manufactures products that are linked to the disease. The group is so outraged they have launched a campaign aptly titled “What the Cluck?” urging people to write to KFC and Komen.
“KFC locates its stores in the poorest communities where people have limited access to healthy food,” says BCA’s executive director, Barbara Brenner. “Komen claims to care about low income women. Yet they partnered with a corporation on a campaign that will severely aggravate the condition of women’s health in these communities, not improve it.”
Javier Benito, executive vice president of marketing and food innovation for KFC, claims the company is “attempting to make the single largest donation ever to Susan G. Komen for the Cure® in an effort to help end breast cancer forever.”
Unfortunately the very food they are pimping in the pink buckets is known to increase the risk of heart disease, stroke, diabetes, and high blood pressure. Additionally studies have shown a correlation between an increased risk of breast cancer and obesity in postmenopausal women.
Donating to breast cancer causes is admirable but we say skip the fried birds and donate directly to the organization of your choice.