Louisville nonprofit New Roots benefits from Heaven Hill Brands’ employee-driven fundraising campaign

— February 17, 2022

The donation is part of the company’s annual philanthropy project which supports local 501c3 organizations nominated by their employees

Each year, Heaven Hill Brands engages its employees to nominate and submit local organizations who could greatly benefit from their annual employee-driven, collaborative fundraising project. Today, New Roots received the 2021 $10,793.50 campaign donation which will help further the organization’s mission to ignite community power for fresh food access.

Philanthropy is an important part of Heaven Hill’s mission of enhancing the local communities through both charitable donations and community partnerships. Through several fundraising initiatives between September and December of 2021, Heaven Hill employees worked together to raise these funds which were then matched at $5,000 by the company.

This year’s recipient, New Roots, was nominated by Heaven Hill Quality Specialist Abby Long, who is based at the Bernheim Distillery in West Louisville. Long recognized the important impact this nonprofit makes by providing access to fresh, organic foods to all income brackets.

“As a long-time volunteer with New Roots, I’ve seen firsthand the impact their initiatives have to provide fresh food to some of our most vulnerable neighborhoods in and around Louisville,” said Long. “I’m humbled my fellow employees supported this philanthropy project to provide more opportunity for New Roots to expand their mission.”

New Roots makes fresh food available for all through the Fresh Stop Markets – farm-fresh food markets located in fresh food-insecure neighborhoods. The markets are active every two weeks from June through November at local churches, business, and community centers. There are currently eight Fresh Stop Markets that operate under New Roots’ umbrella: seven in Metro Louisville, one in Southern Indiana, and an independent Fresh Stop Market in Hazard, Ky.

“We are thrilled to receive this donation from Heaven Hill employees and look forward to investing this back into our communities to expand fresh food opportunities,” said Travis Brown, New Roots Operations Manager. “With the support of our partners, we are able to provide organic produce through our innovate share model, support local farmers, and create better health outcomes for our neighbors.”

Past recipients of this donation have included The Food Literacy Project, Feeding America, Portland Elementary School, Flaget Memorial Hospital’s Project Hope, Ronald McDonald House Charities, and Coalition for the Homeless. This is the sixth year for the company’s fundraising project and one of many ways that Heaven Hill and their employees contribute to their communities year-round.

To learn more about New Roots, and how you can support their efforts, visit newroots.org.

About Heaven Hill Brands

Founded in 1935, Bardstown, KY -based Heaven Hill Brands (www.heavenhill.com) is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes Evan Williams, Elijah Craig, Larceny, and Henry McKenna Bourbons; Rittenhouse Rye Whisky; Deep Eddy and Burnett’s Vodkas; Admiral Nelson’s and Blackheart Rums; Black Velvet Canadian Whisky; Lunazul Tequila; The Christian Brothers Brandies; HPNOTIQ Liqueur; Carolans Irish Cream Liqueur; PAMA Pomegranate Liqueur; Domaine de Canton Ginger Liqueur.

Heaven Hill reminds you to “Think Wisely. Drink Wisely.”

About New Roots

Just like air and water, fresh food is a basic human right. The idea for New Roots began when founder Karyn Moskowitz and a group of friends were frustrated with farmers markets’ inability to offer fresh, organic food to all income brackets and neighborhoods. New Roots was established to support this need by igniting community power for fresh food access with a vision that affordable, fresh, organic food is available year-round in all neighborhoods. This mission is accomplished through the establishment of Fresh Stop Markets operating across all cultural and economic landscapes working as part of one whole community.

Media Contact:

Lauren Cherry Newcomb

Heaven Hill Brands


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