Support breast cancer awareness this October simply by adding a tub of fresh blueberries to your Checkers shopping trolley.
Checkers, BerryWorld, and Discovery Vitality have joined forces to launch Booberries™, a limited-edition blueberry campaign timed for Breast Cancer Awareness Month. Beyond the cheeky name, the initiative turns an everyday grocery staple into a powerful vehicle for health education and early detection.
Small Purchase, Direct Impact
For every cup of Booberries™ sold at Checkers stores nationwide this month, BerryWorld and Checkers will each donate R1—contributing a combined R2 per cup directly to PinkDrive.
PinkDrive is a non-profit organisation that operates mobile health units across the country, delivering clinical breast examinations, mammograms, and vital education to medically uninsured individuals who otherwise face steep barriers to healthcare access. Discovery Vitality is also making a direct donation to PinkDrive to extend the reach of these mobile clinics.
The campaign’s real-world impact is already underway: through the partnership, over 150 women working on BerryWorld grower farms in the Western Cape recently received on-site breast-health education and clinical examinations.
Why the Conversation Matters Now
Breast cancer remains the most common invasive cancer diagnosed among South African women, with the latest available National Cancer Registry data recording 11,262 female cases—translating to a lifetime risk of 1 in 28. It also affects men, with the Council for Medical Schemes reporting that male breast cancer accounts for roughly 1.8% of local cases (nearly double the global average of less than 1%).
Yet, despite widespread general awareness, many people delay routine screenings or ignore early warning signs.
“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.”
Beyond the Aisle
Each Booberries™ cup features a QR code linking shoppers directly to guidance on self-examinations and body awareness, encouraging open discussions around breast health.
For Discovery Vitality members, the campaign comes with an added health perk: blueberries are listed under Checkers’ HealthyFood range, allowing members to earn up to 25% back in Discovery Miles (and up to 75% back when paying with a qualifying Discovery Bank card). Female Vitality members aged 40 and older can also earn 2,500 Vitality points for completing an annual mammogram.
First launched by BerryWorld in the UK in 2024 before expanding across Europe, the Booberries™ campaign now lands on South African shelves with a clear message: awareness is vital, but taking action makes the difference.
