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Ed's Hair Color Challenge

Associates Enjoy Colorful Incentive to Support Charity

The COVID-19 pandemic has brought steep economic challenges that have affected so many, especially those who were already facing hunger on a daily basis. To address the increase in food insecurity, JM Family Enterprises made a $150,000 emergency donation in early March to seven food banks across North America.

Then in late April, our company banded together when Ed Sheehy, president of JM Family’s subsidiary Southeast Toyota Distributors, engaged his fellow associates, dealer partners and the community in a “Hair Color Challenge” to help provide food to families struggling through this unprecedented time. By making a contribution to Feeding America, donors could place their vote to dye his hair a wild new shade. There was a colorful catch though! Ed challenged everyone to raise a minimum of $15,000 before he would commit to the salon chair. To sweeten the deal and further the fight against hunger, he offered to personally match a portion of the donations. In just one week, the company’s associates, Toyota dealers in the Southeast and friends of JM Family rose to the occasion by donating more than $229,000 to Feeding America. And while the votes ranged from “Leave as-is because he's being a great sport!” to Dennis Rodman’s famous leopard-print look, Ed happily unveiled the winning ‘do – a stunningly bright JM Family teal – live on May 5 to coincide with #GivingTuesdayNow. The reveal was done through a special Zoom meeting with Paco Vélez, the president and CEO of Feeding South Florida, which is a Feeding America partner food bank near the company’s headquarters.

In addition, all funds raised through Ed’s Hair Color Challenge directly supported Feeding America food banks in JM Family’s five-state region of the southeastern United States. This fun and inspiring campaign underlined JM Family’s strong culture of giving back to the communities in which we live and work.
About Southeast Toyota Distributors LLC

Southeast Toyota Distributors is the world’s largest independent distributor of Toyotas. The company distributes vehicles, parts and accessories to 177 Toyota dealerships in Alabama, Florida, Georgia, and North Carolina and South Carolina. Dealers in this region sell approximately 20 percent of all Toyotas sold in the country. Headquartered in Deerfield Beach, Fla., its vehicle processing facilities are located in Jacksonville, Fla. and Commerce, Ga. Southeast Toyota Distributors is a subsidiary of JM Family Enterprises, Inc., a diversified automotive corporation ranked No. 19 on Forbes' list of America’s Largest Private Companies. JM Family is also ranked No. 94 by FORTUNE® as one of the 100 Best Companies to Work For®, its 23rd consecutive year on the list.

About JM Family Enterprises, Inc.

JM Family Enterprises, Inc., founded by Jim Moran in 1968, is a $16 billion diversified automotive company ranked No. 19 on Forbes’ list of America’s Largest Private Companies. It is also ranked No. 94 by FORTUNE® as one of the 100 Best Companies to Work For®, its 23rd consecutive year on the list. JM Family has more than 4,400 associates and its primary subsidiaries include: Southeast Toyota Distributors, the world’s largest independent distributor of Toyota vehicles; JM&A Group, one of the leading independent providers of finance and insurance (F&I) products in the automotive industry; Southeast Toyota Finance and DataScan, both part of World Omni Financial Corp., a diversified financial services company; JM Lexus, South Florida’s only Lexus Plus dealer; and Home Franchise Concepts, a franchise network of home improvement products and services consisting of Budget BlindsTailored LivingConcrete CraftAdvantaClean and Kitchen Tune-Up. Headquartered in Deerfield Beach, Florida, JM Family has major U.S. operations in Jacksonville and Margate, Florida; Commerce and Alpharetta, Georgia; Mobile, Alabama; St. Louis, Missouri; and Irvine, California. Interact with JM Family on FacebookTwitterInstagram and LinkedIn.