4 February is World Cancer Day, almost R10m raised in 15 years

That’s the life-changing impact behind the Power of Pink, one of South Africa’s longest-running retail fundraising campaigns — and a partnership that proves small everyday purchases can deliver extraordinary hope.

LIFESTYLE NEWS - On 30 January, just days ahead of World Cancer Day, Reach for Recovery, the NGO that has quietly supported breast cancer survivors in state hospitals for more than five decades, received their 15th annual cheque from the South African Mushroom Farmers’ Association (SAMFA) and Pick n Pay.

From supermarket shelf to survivor support

Each October, shoppers across the country buy specially produced pink punnets of fresh mushrooms at Pick n Pay stores. For every punnet sold, R1 is donated to Reach for Recovery’s Ditto Project — funding care, dignity and confidence for women recovering from breast cancer. Now in its 15th year, Power of Pink has become a standout example of how retail, agriculture and compassion can work together to change lives.

Support by survivors, for survivors

Reach for Recovery’s 236-strong volunteer team — all breast cancer survivors themselves — visits women in hospitals and clinics, urban and rural, offering emotional support, recovery guidance and practical assistance following treatment.

Crucially, the Ditto Project also provides high-quality silicone breast prostheses to women who cannot afford reconstruction surgery after mastectomy.

“These prostheses are individually fitted, colour- and size-matched, and made from the finest materials,” explains Stephné Jacobs, Chairperson of the Reach for Recovery Board.

“In the private sector, a silicone prosthesis can cost up to R8 000, placing it far beyond the reach of many women. The Ditto Project ensures this essential part of recovery is guided by compassion — not financial means.”

Nearly R10 million invested in dignity and healing

Since the campaign’s inception, 10 916 women have received a free silicone prosthesis through Power of Pink — representing an investment of over R9.87million in comfort, healing and renewed confidence.

In 2025 alone, the campaign raised R402 288, an increase on the previous year.

Funds raised in the 2024 Power of Pink campaign enabled:

1 070 women to receive breast prostheses3 057 hospital visits2 114 clinic visitsThousands of care bags and “softies” for women healing before prostheses could be fitted

Business with heart

“Through the Power of Pink campaign we are proud to contribute to the battle faced by those overcoming breast cancer,” says Jacqui Peacock, Commercial Manager: Produce and Horticulture at Pick n Pay. “At Pick n Pay, we believe that doing good is always good business.”

SAMFA Chairperson Ross Richardson agrees, “We believe every life matters — fully and completely. There’s no one-size-fits-all approach to cancer survival. The Ditto Project’s dignified support of under-resourced women is unmatched, and our mushroom growers are incredibly proud to stand alongside Reach for Recovery.”

When ‘we’ replaces ‘I’

Reach for Recovery volunteers often say that “when you replace the ‘I’ with ‘we’, even illness becomes wellness. “The Power of Pink campaign reminds us that healing is not only physical,” says Jacobs. “It’s about reassurance, kindness, dignity — and walking with women as they rebuild their lives.”

SAMFA thanks all South Africans who supported the 2025 Power of Pink campaign by buying pink punnets of mushrooms, and invites the public to explore health-supportive mushroom recipes and information on plant-forward eating.