The Fresh Market Contributes Over $21,000 to Support the Alzheimer’s Association
The Fresh Market, a leading specialty grocery retailer known for its premium products and community-driven values, proudly announced that it has donated more than $21,000 to the Alzheimer’s Association. This significant contribution was made possible through a meaningful partnership with celebrity chef Carla Hall, who collaborated with the brand in June during Alzheimer’s and Brain Awareness Month. Together, they launched a special fundraising campaign to raise awareness, promote education, and fund research for Alzheimer’s disease, a progressive neurological condition that currently affects millions of families across the United States.
Throughout the month-long initiative, The Fresh Market pledged to donate 10 percent of the purchase price of each Carla Hall Sweet Heritage™ Butter Tart sold in-store to the Alzheimer’s Association. Thanks to the enthusiastic support from customers and the strength of the collaboration, the campaign raised a total of $21,541.70, which will go directly toward supporting the Alzheimer’s Association’s mission to advance critical research and provide essential care and support services for individuals and families impacted by the disease.
“It was our pleasure to partner with Carla Hall to help raise awareness and support for the millions of Americans living with Alzheimer’s disease,” said Emily Turner, Chief Marketing Officer at The Fresh Market. “This cause is close to our hearts at The Fresh Market, and we’re incredibly grateful to the Alzheimer’s Association, Carla Hall, and—most importantly—our guests for helping us reach our fundraising goals.”
The campaign was not only a fundraising success but also helped drive national attention to the pressing and growing issue of Alzheimer’s disease. According to the Alzheimer’s Association’s 2025 Facts and Figures report, nearly 7 million Americans are currently living with Alzheimer’s. That number is expected to climb as the population ages, placing an increasing burden on the healthcare system, families, and caregivers. Furthermore, it is estimated that more than half of Americans have a personal connection to someone living with Alzheimer’s or another form of dementia. The disease is not only devastating to those who are diagnosed but also to the nearly 12 million unpaid caregivers—most of whom are family and friends—who provide physical, emotional, and financial support to their loved ones.
“We’re grateful to The Fresh Market and Carla Hall for their commitment to the fight to end Alzheimer’s and all other dementia,” said Sarah Fried, Vice President of Corporate Initiatives at the Alzheimer’s Association. “Alzheimer’s impacts millions of families, and partnerships like this help fund critical care and support services and disease research, while spurring important conversation and encouraging others to join us in the fight to end this disease.”
Celebrity chef Carla Hall, a beloved television personality, author, and culinary ambassador best known for her appearances on Top Chef, The Chew, and the Food Network, brought a personal connection and heartfelt commitment to the campaign. Her grandmother’s battle with Alzheimer’s left a profound impact on Hall and ignited a passion in her to support others affected by the disease.
The featured product of the campaign, Carla Hall’s Sweet Heritage™ Butter Tarts, reflected her Southern culinary roots and personal nostalgia. The tarts were specially created for The Fresh Market and brought to life with ingredients and stories tied to her family traditions. As customers enjoyed the indulgent treats, they were also reminded of the larger purpose behind the purchase.
“A big ol’ thank you to everyone who stopped by The Fresh Market and picked up my Sweet Heritage Butter Tarts!” said Carla Hall. “Y’all didn’t just treat yourselves—you helped raise more than $21,000 for the Alzheimer’s Association! That’s a whole lot of goodness doing double duty: satisfying your sweet tooth and supporting critical research to help us get closer to a cure.”
“I’m so proud to be part of this delicious way to give back,” Hall added. “Let’s keep showing up for each other and keep working to #ENDALZ—one bite at a time!”
The campaign was promoted across The Fresh Market’s more than 160 store locations, social media platforms, and digital newsletters, creating wide visibility and engaging consumers with an opportunity to make a tangible difference. In addition to the donation commitment, the campaign also highlighted stories and statistics about Alzheimer’s, sparking conversation and encouraging people to learn more about brain health, early detection, and caregiver support resources.
This successful fundraising effort builds on The Fresh Market’s broader commitment to corporate social responsibility and community partnership. Over the years, the retailer has engaged in numerous philanthropic efforts, including hunger relief, disaster response, and health-focused initiatives. The collaboration with the Alzheimer’s Association marks a continued effort by the brand to support causes that resonate deeply with its customers, team members, and local communities.
Meanwhile, the Alzheimer’s Association continues to lead the charge in Alzheimer’s care, support, advocacy, and research. With the generous support of individual donors and corporate partners like The Fresh Market, the organization is making strides in understanding the disease, accelerating treatment development, and improving the quality of life for millions affected.
Alzheimer’s is the sixth leading cause of death in the United States and currently has no cure. The cost of caring for those with Alzheimer’s and other dementias is projected to reach $360 billion in 2024 alone, underscoring the urgent need for continued investment in scientific discovery, caregiver support systems, and accessible healthcare solutions.
As The Fresh Market reflects on the success of this campaign, company leaders reaffirm their dedication to creating future opportunities to give back and raise awareness for important causes. The partnership with Carla Hall and the Alzheimer’s Association demonstrates the power of combining delicious food with purpose-driven action, and how small purchases can lead to big impact.
