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Rochester Salvation Army, MVP Health Care, and Greater Rochester Health Foundation Partner to Provide 1,000+ Coats To Local Children

October 17, 2023

The Salvation Army of Greater Rochester’s Coats For Kids Shop returns this week to help more families than ever before. This community-serving initiative pairs new winter coats with local children.


Resources for this giveaway traditionally come from dedicated donations, new coat donations and wholesale purchases.


The number of coats distributed annually is usually near 300. However, that number will more than triple this year, thanks to a partnership with MVP Health Care and Greater Rochester Health Foundation. The three organizations’ collective goal is to give away more than 1,000 coats to kids aged 16 and under by November 1, 2023.


“Our goal was to make new coat wishes come true for at least 300 kids, but with this partnership that goal has now been exceeded by an additional 700 children,” said Major Rick Starkey, Co-Director of The Salvation Army of Greater Rochester. “Together with MVP and GRHF our sum is greater than our parts. We’re proud to be bundling up more than 1,000 little ones in coats this winter.”


The Salvation Army Corps on West Avenue will host this makeshift shopping experience. Coat racks, shopping assistants and check-out stations will be ready by mid-week so that preregistered children can select new winter coats at no cost. More than 400 families from across Monroe County will attend this by appointment only event.


Each day that Coats For Kids is open, community helpers will provide shopping and stocking assistance. In total, more than 60 volunteers will assist during this 3-day event. Employees from MVP Health Care, Wegmans Food Markets and other businesses are stepping up to volunteers fill time slots so participants will get the best experience possible.


“At MVP Health Care, our unwavering dedication is to the health and well-being of the communities we have the privilege to serve,” said Deborah Brundage, Chief of Sales & Marketing at MVP Health Care. “We understand that meaningful impact goes beyond providing quality health care coverage. That's why we are humbled to partner with esteemed organizations like The Salvation Army and the Greater Rochester Health Foundation as we join hands to ensure that children in our communities stay warm this winter.”


For more information on this and other Salvation Army events visit


About The Salvation Army                                                                                                                                    

The Salvation Army, an evangelical part of the universal Christian church established in 1865, has supported those in need for more than 130 years in the United States. Nearly 30 million Americans receive assistance from The Salvation Army each year through the broadest array of social services that range from providing food for the hungry, relief for disaster victims, shelter for the homeless and opportunities for underprivileged children.


About MVP Heath Care

MVP Health Care is a nationally recognized, not-for-profit health insurer caring for members in New York and Vermont. Committed to the complete well-being of our members and the communities we serve, MVP makes health insurance more convenient, more supportive, and more personal. For more information, visit


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