Pictured: Toyota Material Handling built a custom pink forklift and auctioned it off to its industry-leading dealer network to raise money for breast cancer research and treatment.

Toyota Material Handling auctions pink forklift to dealer network, Raising $65,000 for Breast Cancer Awareness

Posted on Jun 17, 2024 in Nuts & Bolts

 Toyota Material Handling showcased its steadfast commitment to supporting breast cancer research and treatment by auctioning off a custom pink forklift to its industry-leading dealer network at the company’s annual dealer meeting earlier this year. Toyota donated the entire winning bid of $65,000 to the Susan G. Komen Foundation.

The initiative was driven by the Toyota Women’s Impact Network (T-WIN), a women-led group dedicated to fostering Toyota’s success and inclusivity for women in the workplace. Recognizing the immense potential within Toyota’s female workforce, T-WIN spearheaded the creation of the distinctive pink forklift, leveraging the talent and creativity of its members while honoring the women who participated in building the truck. This year’s auction coincided with Women’s History Month, concluding a series of initiatives led by Toyota women throughout March.

The pink forklift auction has become a catalyst for Toyota’s ongoing philanthropic efforts since the first successful auction in 2022. Once again, each female Toyota associate who contributed to building the forklift added their signature to the truck, symbolizing their support for finding a cure for breast cancer.

Lea Ann King

“Hosting this auction in conjunction with our Women’s History Month initiatives was a wonderful opportunity for Toyota Material Handling to make an impact on breast cancer research and awareness while honoring all those who have been affected,” said Lea Ann King, Vice President of Legal and General Counsel of Toyota Material Handling. “We are so thankful for our incredible dealer network whose participation and support made this auction successful.”

During Toyota’s annual dealer meeting in Scottsdale, Arizona, leaders from Toyota’s more than 60 North American dealers were presented with the opportunity to bid on the one-of-a-kind 3-Wheel Electric Forklift. After a competitive auction, Shoppa’s Material Handling, a Toyota dealership in Dallas, Texas, made the winning bid of $65,000, nearly doubling the amount raised from the previous auction.

Jimmy Shoppa

“We are thrilled to have secured the iconic pink breast cancer awareness forklift from Toyota Material Handling’s auction and donate the proceeds to Susan G. Komen foundation,” said Jimmy Shoppa, President of Shoppa’s Material Handling. “Shoppa’s stands in solidarity with those affected by breast cancer and is committed to contributing to a brighter, healthier future for all. We are proud to play our part in this meaningful endeavor.”

The pink forklift will find its home in Shoppa’s Material Handling’s dealership, where it will serve as a symbol of hope and inspiration for the entire company. In honor of National Breast Cancer Awareness Month in October, Shoppa’s Material Handling will host an event showcasing the pink forklift, further spreading awareness, support for the cause, and their partnership with the Komen Foundation.

This initiative reaffirms Toyota’s ongoing dedication to positively impacting the community by staying true to its core purpose of ‘helping people carry the load’. Through initiatives like these, Toyota continues to demonstrate its commitment to corporate social responsibility by making a difference in the lives of others.

Learn more about Toyota Material Handling’s philanthropic efforts here.