Locally grown blueberries will help raise funds for PinkDrive and encourage South Africans to take breast health and early detection seriously.
South Africans can support breast cancer awareness with their next grocery shop, thanks to a new campaign bringing limited-edition Booberries blueberry cups to Checkers stores nationwide this October.
The initiative, launched by Checkers, BerryWorld and Discovery Vitality for Breast Cancer Awareness Month, combines the sale of locally grown blueberries with funding for breast-health education and screening services.
For every cup sold, BerryWorld and Checkers will each donate R1 to PinkDrive, contributing a combined R2 per cup to the non-profit organisation. Discovery Vitality will also make a separate donation to support PinkDrive’s work.
PinkDrive provides breast-health education and screening services to people who are medically uninsured or face barriers to accessing healthcare. Its mobile health units offer services including clinical breast examinations, mammograms and health education.
The campaign comes as breast cancer remains the most commonly diagnosed invasive cancer among South African women. The latest National Cancer Registry data recorded 11,262 cases of female breast cancer in 2024, with a lifetime risk of one in 28.
Breast cancer also affects men. According to the Council for Medical Schemes, male breast cancer accounts for approximately 1.8% of breast cancer cases in South Africa, compared with less than 1% globally.
Turning awareness into action
Beyond raising funds, the Booberries campaign aims to encourage more open conversations about breast health and the importance of early detection.
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The limited-edition cups feature a QR code linking shoppers to key resources, encouraging them to understand what is normal for their bodies, recognise changes and seek medical advice when something feels different.
“As a retailer, we have a unique opportunity to turn everyday shopping into moments that matter,” says Quintin Paladin, general manager of Freshmark, Checkers’ fruit and vegetable procurement and distribution arm.
“We hope that Booberries will prompt people to think about their own health, while knowing that their purchase can also help make a difference outside the supermarket aisle.”
Quintin Paladin
The campaign builds on Checkers’ existing partnership with Discovery Vitality, which rewards Vitality members for choosing from more than 2 500 HealthyFood products, including Booberries.
The partners have also taken the message beyond supermarket shelves. Through the partnership with PinkDrive, more than 150 women at two BerryWorld grower farms in the Western Cape recently received breast-health education and clinical breast examinations.
For BerryWorld, the South African campaign builds on an international initiative launched in the United Kingdom in 2024, which has since expanded into European markets, including France and Norway.
“We’re proud to partner with Checkers to bring the Booberries campaign to life and, through it, make a real difference in the lives of individuals, families and communities across South Africa,” says Jason Richardson, managing director of BerryWorld South Africa.
“By connecting a healthy product like blueberries with an important breast-health message, we can raise essential funds for PinkDrive while also encouraging greater awareness and education around breast health.”
Making preventive health a priority
Discovery Vitality says the initiative is also intended to encourage people to move beyond awareness and take practical steps to protect their health.
“Too often, people know breast cancer exists, but postpone screening, dismiss symptoms or avoid difficult conversations,” says Dr Mosima Mabunda, chief clinical officer for Discovery Vitality.
“If a cup of blueberries helps someone check what is normal for their body, speak to a loved one or book a mammogram, then it has done something meaningful.”
Eligible female Vitality members aged 40 and older can earn 2 500 Vitality points for completing a mammogram. Members can also use the programme to find a wellness network provider near them.
Through the Vitality HealthyFood benefit, members can earn up to 25% back in Discovery Miles when buying blueberries at Checkers, increasing to up to 75% when paying with a qualifying Discovery Bank card.
The limited-edition Booberries cups will be available exclusively at Checkers stores nationwide during October, while stocks last.
The message behind the campaign is simple: awareness is important, but taking action matters. Whether that means learning more about breast health, encouraging a loved one to get screened or seeking medical advice about a change, small steps can make a meaningful difference.
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