Nothing speaks louder than action. Especially when it’s real.
In moments of true crisis — when families are displaced, homes are underwater, and roads are impassable — marketing loses all meaning. PR campaigns don’t matter.
What matters is who shows up. And more importantly, how.
We’re used to brands swooping in with press releases, photo ops, and hashtags. But that’s not what happened here. There was no campaign. No fanfare.
Just a group of people who saw a disaster unfolding and decided to do something about it.
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When historic floods devastated parts of Texas this summer, communities were caught off guard. Entire towns faced power outages and rising waters. Residents fled their homes. Recovery efforts began before the rain even stopped.
But amid the chaos, one brand mobilized fast.
They rallied their team. They jumped in with real support.
And they brought with them what so many needed most: hands-on help, direct aid, and human connection.
GoodPop shows up for Texas with real action
The brand that showed up?
GoodPop, one of my favorite better-for-you frozen treat brands, known for its clean ingredients and cheerful popsicles, dropped everything when the floods hit their home state.
Instead of issuing a statement or coordinating an awareness push, CEO Daniel Goetz and his team got in the car.
He described the moment they arrived in Kerrville, a Texas river town tied to his family’s childhood memories.
“Search the brush,” a responder told him. “We’re looking for bodies, fingers, elbows, anything.”
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Goetz joined the search with a ragtag crew of volunteers and SAR K9 units from Mexico. “No politics. No tribalism. Just humans helping humans,” he wrote.
But that was just the beginning.
GoodPop quickly activated its network. They put out a call for food donations and within 48 hours, three truckloads were already on their way to the company’s Austin warehouse.
From there, the team is hand-delivering supplies directly to families, volunteers, and shelters. They’re even opening a satellite hub in San Antonio to scale their efforts.
This isn’t performative. It’s personal — and it’s growing by the day.
How brands and readers can help flood victims in Texas
GoodPop’s response wasn’t built for attention, but it’s turning into something much bigger than a single moment.
What began as a few team members jumping in to help has evolved into a full-on grassroots movement.
CPG brands across the country are stepping up with donations, and the GoodPop team is working nonstop to sort, pack, and deliver supplies exactly where they’re needed — no red tape, no delays.
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“The real work of showing up starts now,” CEO Daniel Goetz shared. “This flooding will inevitably exit the news cycle, but the need for support will continue in the weeks ahead.”
If your CPG brand or company wants to contribute essential goods like non-perishable food, hygiene items, cleaning supplies, or bottled water for flood victims or on-the-ground volunteers, you can reach out directly to the GoodPop team at [email protected].
As someone who already loves this brand for their values and products, seeing them show up like this just warms my heart.
It’s moments like these that remind me why I support them…not just for what they make, but for who they are.
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