Since Hurricane Helene, one of North Carolina’s most destructive storms to date, communities in the western corner of North Carolina have been left stranded, some struggles to survive without most basic amenities. Flash flooding washed out roads and isolated towns, leaving tens of thousands without power. Perhaps one of the direst needs in these areas has been for water, clean water, and hydration-most especially where whole neighborhoods remain submerged, as in and around Asheville. Prime Hydration rose to the occasion of addressing this key deficit in collaboration with Matthew 25: Ministries, Procter & Gamble, and Walmart.
The aftermath of the hurricane has seen truckloads of Prime Hydration drinks sent into the worst-hit areas. Relatively few roads have completely been washed away, and access in and around the isolated areas has been rather limited; it has really been quite a logistical nightmare for the relief workers. Efforts by Prime in concert with other partners have cushy deliver much-needed hydration supplies to places which had otherwise been cut off from aid.
“Our whole town was underwater,”
said Jenna Williams of a small community just outside Asheville.
“We didn’t have any power for days, and the roads were so flooded that one couldn’t leave. Now it felt like no one could get to us. When the trucks came in with drinks and supplies, it felt like we had our first opportunity to breathe easier in some ways, knowing help was here.”
Hurricane Helene brought record rains that caused unprecedented destruction. The resultant mudslides in Western North Carolina, for instance, clogged roads and rendered some communities totally unreachable for several days. Many of these communities lost homes and suffer from contamination in the local water catchments, which raised the need for bottled drinking water. For many families, stranded in homes or shelters, contributions by Prime Hydration were like manna from heaven.
“Our aim is to see that everyone, particularly in times of crisis, gains proper hydration. “
A spokesperson for Prime Hydration said,
“We knew Hurricane Helene was going to have a lasting effect, and when we saw the devastation, we knew we needed to act fast. Partnering with organizations like Matthew 25: Ministries helped us make sure our drinks reached those most in need.”
Matthew 25: Ministries are an Ohio-based humanitarian agency often highlighted as one of the first entities that show up to natural disasters. Following Helene, they worked with local governments and other relief partners to make sure distribution of the most needed supplies throughout their state, including the hydration drinks donated by Prime.
“Our goal is always to reach the most vulnerable as quickly as possible,”
said Tim Mettey, chief executive officer at Matthew 25: Ministries.
“With the scale of destruction that this hurricane left in its wake, getting supplies into the more remote areas of North Carolina was a priority. Working with companies like Prime and with our other key partners is essential in ensuring no one is left behind.”
Relief efforts have scaled up considerably over recent days, even as it remains difficult to get such aid to these areas, with more supplies being airlifted and deposited via trucks to overcome the washed-out roads. Local leaders continue to step up in providing important updates to residents and helping coordinate relief operations.
“We’ve seen an incredible amount of cooperation between private companies and relief organizations,”
said North Carolina Governor Roy Cooper.
“In our work to rebuild our state, it’s partnerships like this that make all the difference. We know the road ahead in this recovery is long, but we’re grateful for the outpouring of support.”
As days turn into weeks, the recovery operations within North Carolina will remain focused on restoration of power supplies, infrastructure rebuilding, and access to clean water, food, and other basic amenities to people in the most affected areas. In days to come, with Prime Hydration and other private sector players taking center stage, the cooperation between companies and relief organizations will be at the heart of supporting the affected communities during the recovery operations.
