• by Karlene Lukovitz  @KLmarketdaily, April 13, 2009

New efforts by Campbell Soup and Coca-Cola are definitely focused on growth, but not in the usual sense of that word.

At Campbell, a current promotion aimed at growing one billion tomatoes is an extension of the company's "Help Grow Your Own Soup" (HGYOS) program, one of Campbell's ongoing initiatives in support of U.S. agriculture.

Last September, Campbell contributed $1 per each click on the HGYOS Web site to the National FFA Organization, which supports agricultural education in schools throughout the country. Pop singer Jewel helped promote the effort, which quickly reached its $250,000-maximum goal.

In the new HGYOS promotion, Campbell is, for the first time, making its specially cultivated tomato seeds available to the public. Consumers who buy any variety of Campbell's condensed soup and enter the code on the can at the HGYOS site can request a free packet of the seeds through June 21, or while supplies last.

With each request, Campbell will also donate its special tomato seeds to the National FFA and Urban Farming Inc., which plants food on unused land in urban environments worldwide. The two organizations will use the seeds to help create five community gardens in urban communities. The gardens will be planted and maintained by the two groups, and all vegetables harvested will be given to community members.

The new program's spokesperson, gardening expert/TV personality Danny Seo, will kick off the initiative by creating an "Edible Wall" in New York City on Thursday.

Meanwhile, in a regional example of Coca-Cola's worldwide sustainability efforts, Coca-Cola Bottling Co. of Southern California is teaming with grocer Stater Bros. to help plant up to one million seedlings at two state parks, Cuyamaca Rancho and Chino Hills, which have been devastated by fires in recent years.

Through May 19, Coca-Cola will donate $1 toward buying seedlings for every $10 of its soft drinks purchased at Stater Bros. stores in Southern California. Customers may also contribute to the cause at checkouts. The approximately one million seedlings needed will cost $500,000.

Coca-Cola is shifting away from giveaways and sweeps in favor of cause marketing, and many similar efforts are to come, Terence Fitch, VP and GM for the regional Coke bottling company, tells the San Diego Union-Tribune.

The parks will not feature advertising by Coke or Stater Bros.