Working with THX!, I have had the privilege to learn more about the farmworkers than I had ever known before. The fact is, many of these farmworkers work in the most challenging conditions and then return home to challenges of a different kind. The dedication they have to working in the fields, whether it’s being immersed in the heat and the scathing rays of the sun, or working quickly before a frost or freeze or even a rainstorm happens is par for the course for these individuals. This is their job - to work in whatever conditions there may be and harvest the crop (or pack them) – by hand. Doing so requires skill, focus, determination and a swift steady approach. Skills, mind you, that I certainly wouldn’t possess – nor would I have the fortitude to do it day after day after day, season after season.

THX! has been created to give these individuals their dignity, recognizing them as individuals and for the job that they do, often going unnoticed by shoppers or people bustling about their days and buying their foods in the stores. But THX! has embraced the challenge to change all of that.

So, here I am in Peru, joining the Co-Founder Martin Casanova to visit Pedregal farm in Ica, Peru, and recognize 70 farmworkers that were identified by the company as hard-working farmworkers who would value and appreciate this recognition. And, they all do.

The idea behind THX! is this… make a farmworkers’ dream come true, whatever it may be within the lines of improving their homes, their education, or micro-entrepreneurship to supplement income in the off-season. When THX! came onto the scene, it was clear that this was a different approach to sustainability than has been tackled before. Unlike some organizations that might benefit the farm owners (or the farms’ facilities) themselves, this actually changes the life of an individual farmworker, going beyond just a mere gesture while making a significant dream come true. Some of these farmworkers dream for better lives for their children, or things for their aging parents or ailing family members, or something that will just give their families a greater sense of safety and support or comfort in their own homes. home improvements, education, micro-entrepreneurship to supplement income in the off-season.

I arrived at Pedregal Farms and was struck by not only the beauty of the farm, but the locale. Situated between the Andes mountains in a picturesque valley filled not only with the vineyards but gorggeous blooming Peruvian trees and bushes, the farm sprawls across 3500 acres and employs hundreds of people – and thousands during their busiest months. These farmworkers often live nearby, and many have been working there for years, if not decades. The buzz spread across the company when they heard about the partnership with THX! – claiming to recognize, acknowledge and feature a variety of individual farmworkers on the clamshells that would soon be in Sam's nationwide. And, it happened and continues to happen. Products such as Red Dragon Grapes were soon featuring the variety of farmworkers’ faces, as well as offering their individual videos – viewable by a quick QR code scan. In fact, 40,000 QR codes were scanned by shoppers nationwide in the USA. Stories of the farmworkers, sharing their dreams – laptops for their kids, transportation to get to and from work more easily, roof repairs for their homes because the rains were pouring in literally on their children, an oven for one’s wife to begin a baking business, and so forth.

Farmworkers aren’t used to being recognized, appreciated or having offers of dreams actually being fulfilled. In fact, many farmworkers have never even been asked what their dreams may be. Yet, Pedregal and THX! not only asked, but cared. They promised that these dreams will come true, yet after lifetimes of many promises never coming to pass, they were skeptical.

When I went into the community center and room where everyone would later gather, I saw a large banner of Pedregal and THX! laid across the floor. Motorcycles, including registration and sporty safety helmets, were lined up. Laptops in nice laptop bags were there, certificates to redeem for the house materials at the equivalent of their local Home Depot was there for redeeming the roof materials, appliances and more. Everything was waiting …. and the farmworkers were not aware that today would be the day that these dreams would be made true.

Pedregal executives gathered together, with THX!, awaiting with anticipation and excitement to share the news and ‘dreams’ with the farmworkers, who rolled into the room with some sense of curiosity and animation. They were seated in rows, awaiting a presentation they thought, but what soon became apparent was that this was no ordinary meeting. This was a meeting where dreams would be made true, thanks to THX!

One farmworker was called up at a time, given a hug by Miguel Lay, Manuel, and Pablo, expressing gratitude for their work and presenting their dream. Emotion was high as each farmworker realized that this wasn’t a fantasy. Their dreams were coming true, and this was as real as it gets. Each was called up in front of the ‘audience’ of their peer farmworkers and executives, expressed in their own words how touched, moved and grateful they were to have such an opportunity to have this dream fulfilled. These ‘dreamers’ smiled, choked up, tears were shed and everyone in the room felt the difference of what it means to care for others – and caring for their company farmworkers is especially important to Pedregal.

I took the opportunity to thank them as well, on behalf of US shoppers, for the essential, sacred work that they do to deliver the food so carefully and skillfully, and how appreciative we are. I said that shoppers are touched and grateful to them, and how the THX! videos sharing their lives and dreams have moved the shoppers who watch them. I personally have not met one shopper who saw this video and didn’t opt to buy the product – and when I’ve stressed that they didn’t have to, they insisted that they wanted to when they realized how it would help this specific farmworker.

After the presentation and all gifts were distributed, there were group pictures, shared hugs and a camaraderie that was authentic and true, and I was reminded about our humanity.

So, one thing I’ve learned throughout all of this is that doing good is not only good business, but it’s the right thing to do. I’m looking forward to witnessing, and contributing, to many other farmworkers’ dreams and helping them all come true. You can be a part of this simply by purchasing a product with a THX! label – and at no extra cost to the shopper.

To find out more information about THX! dreams, please visit www.thxdreams.com and to partner with them with your company, contact info@thxdreams.com …