PepsiCo, CELSIUS launch “Save the Shore” Program to fund Hurricane Ian relief efforts

by | Dec 2, 2022

  • PepsiCo and CELSIUS are launching the “Save the Shore” Program to fund Hurricane Ian relief and reatoration efforts for Florida’s iconic coastline businesses
  • Heading into the holiday tourism season, the brands’ combined $200,000 investment will support and drive awareness to almost 30 local businesses with funding for renovations, employee relief funds, free product and more

PepsiCo and CELSIUS are coming together to support local businesses across the state that are still recovering from Hurricane Ian.

The duo announced in a Friday news release that they are launching a new initiative called the “Save the Shore” program to help Florida communities and local economies recover from the Category 4 storm. The partnership will support nearly 30 local Florida businesses reliant on tourism that are still struggling to reopen and welcome back customers.

“Being headquartered in Florida, it’s our responsibility to step up for the communities we serve. At PepsiCo, we took immediate action to funnel our resources to address the damage left in Hurricane Ian’s wake,” said Heather Hoytink, PepsiCo Beverages North America, President, South Division. “By joining forces with our partner CELSIUS, we’re able to expand our support of these beloved local businesses and help the people and places that make these communities thrive.”

PepsiCo and CELSIUS says it will fund employee relief and restoration efforts of three local iconic Florida businesses – Crabby Joe’s Deck & Grill in Daytona Beach, FL, and Lani Kai Island Resort and Salty Sam’s Marina in Fort Myers Beach, FL.

Florida’s coastline is full of iconic businesses that play an integral role for locals and visitors alike. The ‘Save the Shore’ initiative especially hits close to home with our brand being based in South Florida. With our partnership with PepsiCo for the ‘Save the Shore’ initiative, we hope to alleviate some of the stress for these business owners by helping their establishments get back on track, giving employees relief, and revitalizing the region for the new year,” said CELSIUS Director of Human Resources & Administration Danielle Babich.

Additionally, the funds will be donated to the Florida Restaurant and Lodging Association (FRLA) and will be made on the behalf of each business.

“We are so thankful to our wonderful partners at PepsiCo and CELSIUS for their generous donation directly to these iconic FRLA Members who were among many devastated by recent events,” said Carol Dover, President and CEO of the Florida Restaurant and Lodging Association (FRLA). “These funds will help so much as our restaurants recover from Hurricanes Ian and Nicole. We are proud to be a part of this effort and will also continue to assist through the FRLA Disaster Relief Fund as we rebuild our industry.”

Along with driving awareness to the businesses, PepsiCo’s South Division will also introduce a reopening fund to provide additional local businesses with free PepsiCo products as soon as they are able to welcome back customers.

In addition, PepsiCo says it plans to sponsor reopening parties for Crabby Joe’s Deck & Grill, Lani Kai Island Resort and Salty Sam’s Marina as well its various businesses including Parrot Key Caribbean Grill, The Original Shrimp Dock Bar & Grill, Salty Sam’s Pirate Cruise and Sight Sea-R Dolphin and Sunset Cruises.

The events will honor and celebrate local first responders who played an integral role during Hurricane Ian and in the wake of its aftermath.

Hurricane Ian made landfall on Sept. 28, pummeling Florida’s Gulf Coast as a Category 4 storm with sustained winds of 155 mph before cutting across toward the east coast. The storm left a path of destruction across the Sunshine State, producing catastrophic flooding and storm surge. It is the third-deadliest storm to hit the U.S., eclipsed only by hurricanes Katrina and Sandy.


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