In early January, Southern California experienced a series of devastating wildfires including the Palisades and Eaton fires, both of which impacted the Los Angeles metropolitan area. Fueled by drought conditions and Santa Ana winds, these two fires killed an estimated three dozen residents. They also consumed a combined 38,000 acres and destroyed more than 20,000 structures, including homes and businesses.
Fortunately, none of Upland, Calif.-based Holliday Rock’s 40 locations throughout Southern California, Central Valley or Central Coast were affected by the fires but the communities around many of the operations were. In response to the urgent need for assistance, the company’s community engagement team quickly found a way to help: by collecting and delivering food and personal item donations for the Los Angeles Regional Food Bank.
“We just wanted to do something to help out the people in these communities,” said Peggy Robertson, Holliday Rock’s community and government affairs manager. “It is important to us to be a good neighbor.”
the Los Angeles Regional Food Bank.
Spreading the Word
The community outreach team created fliers listing the most needed types of donations, including shelf stable food items such as nut butters, protein-based snacks, canned tuna and chicken, juice boxes, water bottles, and non-carbonated drinks, as well as non-food items including toiletries such as toothpaste and deodorant and cold-weather gear including socks, gloves, hand warmers, hats and blankets. Phone chargers were also in high demand.
Once the fliers were composed, the team shared them on all their social media channels including LinkedIn, Facebook and Instagram. The flier was also sent to the local Chambers of Commerce. The response was swift.
“It immediately took hold,” Robertson said. “We started getting donations the very next day.” From employees to local companies to area community leaders, the collection bins at Holliday Rock filled up quickly and continuously.
Filling Up the Food Bank
In the weeks following the wildfires, Holliday Rock has made weekly drop-offs at the food bank. “I think that our employees and the people in our communities are aware that it’s an emergency situation,” Robertson said. “Everyone was really instrumental in coming together and doing what they had to do to drop supplies off.”
Donations are organized by type and then loaded into a long-bed pickup truck and driven to the food bank, which provides a drop-off spot for the donors. Robertson and another employee back the truck up into its spot at the distribution hub and unload donations. The food bank is also organized with bins for various types of donations so that canned goods, boxes of food, drinks, and hygiene-related items can be quickly sorted and distributed to those who need them. “Because we go weekly, we’re able to take the majority of the donations all at once,” Robertson explains.
Focusing on the Community
While Holliday Rock is responding to the urgent needs created by the wildfires, its engagement team also regularly works with local communities, particularly with youth and education-related activities such as Boy Scouts and Girl Scouts.
“We’re also big on supporting all of our law enforcement,” Robertson said. “We take up very large spaces, and we just try to be that good community partner and help where we can. I think that our surrounding neighbors really appreciate it.”
Keeping those who live near their operations involved and aware of what is happening around the plants goes a long way toward maintaining good relationships. Robertson explained that whenever one of the operations is doing something out of the norm that may affect neighbors, such as digging or noise-related activities, they notify neighbors in advance, who appreciate the communication.
While community relations is an ongoing part of its culture, the donation drive has been one of the biggest outreach efforts Holliday Rock has done to date. “It’s had a pretty big response, and we have our employees and community members to thank for that,” she said. “It’s nice to see people who weren’t really affected helping others, and it’s wonderful to be in communities with the type of people who want to help.”
Editor’s Note: Holliday Rock will be accepting donations for the Los Angeles Regional Food Bank through March. To make a donation, drop off items at the company headquarters located at 1401 N. Benson Ave., Upland, CA 91786 or contact Peggy Robertson at [email protected].
Therese Dunphy has covered the aggregates industry for nearly 30 years, while also serving multiple roles as a public official. As the owner of Stone Age Communications, she provides communications consulting services to help aggregate producers build stronger relationships within the communities they serve. She can be reached at [email protected].