A cup of blueberries from Checkers this October does more than satisfy a sweet tooth — it helps fund life-saving breast cancer screenings for South African women who cannot afford them.

The limited-edition Booberries, a collaboration between Checkers, BerryWorld and Discovery Vitality, turns an everyday grocery purchase into support for PinkDrive, a non-profit organisation that brings breast-health education and screening services directly to communities through its mobile health units.

Available exclusively at Checkers stores nationwide during Breast Cancer Awareness Month, every cup of locally grown blueberries sees BerryWorld and Checkers each donate R1, contributing a combined R2 per cup to PinkDrive. Discovery Vitality will make an additional donation to further support breast-health education and screening services, helping turn breast cancer awareness into action.

Starting conversations

While awareness of breast cancer has grown, conversations about breast health, screening and early detection often happen too late. Yet research consistently shows that earlier detection can improve treatment outcomes. Booberries are designed to help spark those conversations.

Through their playful name and links to key resources via a QR code, the limited-edition cups encourage shoppers to know what is normal for their bodies, talk more openly about breast health and take action when something feels different.

The importance of early detection is underscored by the fact that breast cancer is 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 1 in 28.

Breast cancer is also not exclusively a women’s disease. The Council for Medical Schemes reports that male breast cancer accounts for approximately 1,8% of breast cancer cases in South Africa, compared with less than 1% globally.

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Healthier choices

Checkers believes retailers can play a role beyond providing access to quality, nutritious food by encouraging healthier behaviours and helping customers make more informed choices. This approach is already reflected in its partnership with Discovery Vitality, which rewards Vitality members for choosing from a range of more than 2 500 HealthyFood products, including Booberries.

“As a retailer, we have a unique opportunity to turn everyday shopping into moments that matter. 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,” said Quintin Paladin, General Manager of Freshmark, Checkers’ fruit and vegetable procurement and distribution arm.

That impact is already being felt. Through the partnership with PinkDrive, more than 150 women across two of BerryWorld’s grower farms in the Western Cape recently received breast-health education and clinical breast examinations.

Global growth

Booberries builds on BerryWorld’s successful international breast cancer awareness campaign, which launched in the UK in 2024 and has continued to grow each year, expanding 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. 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 that we believe will have an impact far beyond this campaign,” says Jason Richardson, Managing Director of BerryWorld South Africa.

Turning awareness into action

When it comes to breast cancer, awareness matters, but acting on that awareness can make all the difference. And sometimes, making a difference can be as simple as adding a cup of Booberries to your basket.

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“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.”

Discovery Vitality helps turn awareness into healthier behaviour by recognising and rewarding people for taking proactive steps to protect their health.

Discovery Vitality encourages eligible members to complete recommended preventive screenings. Female Vitality members aged 40 and older can earn 2 500 Vitality points for completing a mammogram. Members can also find a wellness network provider near them. Plus, through the Vitality HealthyFood benefit, Vitality members can earn up to 25% back in Discovery Miles when buying blueberries at Checkers, boosted to up to 75% back when paying with a qualifying Discovery Bank card.

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