Market 32 and Price Chopper Customers Drive Donation of More Than 85,000 Food Bags
Schenectady, N.Y., January 20, 2025– Thanks to the generosity of Market 32 and Price Chopper customers, 85,198 bags of food have been donated to local food banks and pantries. This donation is helping to provide essential nutrition to families and individuals experiencing food insecurity across the communities the company serves.
Between November 1, 2025 and January 3, 2026, shoppers at all Market 32 and Price Chopper stores were invited to purchase pre-packed $10 food donation bags filled with PICS-brand staples most requested by food assistance organizations including elbow macaroni, peanut butter, canned chicken and tuna, soup, and kidney beans—versatile, shelf-stable ingredients that provide the foundation for healthy meals.
Market 32 and Price Chopper also expanded the program by donating one food bag for every four bags purchased by customers during the federal government shutdown in November, contributing an additional 10,000 food bags to communities facing increased need during that time.
Each store selected a local hunger relief organization to receive the donations, ensuring that support remained close to home and directly served neighbors experiencing food insecurity.
“Through this program, we’re able to turn everyday shopping trips into meaningful support for local families,” said Pam Cerrone, Market 32 and Price Chopper director of community relations. “This initiative is a simple but powerful way to fight food insecurity and ensure nutritious food reaches those who need it most.”
The $10 food bag program is one of many Market 32 and Price Chopper initiatives focused on addressing food insecurity. In addition to customer-led fundraising programs, the company provides support for hunger relief organizations across its six-state footprint through food donations, teammate service, and sponsorships, reinforcing its ongoing commitment to nourishing life in the communities it serves.”
Market 32 and Price Chopper Donate $53,817 to DAV (Disabled American Veterans)
Schenectady, N.Y., January 9, 2026– Market 32 and Price Chopper today presented a $53,817 donation to DAV (Disabled American Veterans), reflecting the generosity of customers and teammates who supported the company’s November fundraising campaign. Shoppers across all 129 stores contributed $43,817 by rounding up their totals at checkout. Market 32 and Price Chopper added a $10,000 corporate match.
These funds will help DAV to provide no-cost, lifetime assistance to veterans, their families, caregivers, and survivors. DAV assists more than one million veterans each year through benefits assistance, employment opportunities, transportation to VA medical appointments, and more.
“At Market 32 and Price Chopper, our mission is to help people feed and care for their families, and our broader purpose is to support the well-being of the communities we serve,” said Blaine Bringhurst, the company’s president. “DAV’s commitment to helping veterans live healthy, dignified, and secure lives aligns with that purpose. We’re proud to stand with our customers in supporting an organization that offers life-changing assistance to those who have served our country.”
In 2024, DAV filed over 560,000 Department of Veterans Affairs benefits claims and provided more than 235,000 no-cost rides to VA medical appointments for veterans. In addition to providing direct services, DAV advocates on Capitol Hill, educates the public on veterans’ issues, and strengthens communities through its local chapters—ensuring America’s heroes receive the benefits they earned.
“Thanks to Market 32 and Price Chopper’s continued commitment to veterans, DAV can expand its reach and deliver critical support to ill and injured veterans nationwide,” said Barry Jesinoski, CEO and national adjutant of DAV. “Funds raised through this campaign directly advance our mission to help veterans access the benefits they have earned, including health care, employment, and education.”
Market 32 and Price Chopper Unveil Vermont’s Newest Market 32
Schenectady, N.Y., January 16, 2026– Market 32 and Price Chopper have officially opened Vermont’s newest Market 32 location following the completion of a full conversion of the former Price Chopper supermarket at Route 15 and Munson Ave. in Morrisville. The store—which is more than 53,000-square-feet—becomes the 52nd Market 32-branded location across the regional grocer’s six-state footprint. Designed to meet evolving customer preferences, the location now features a distinctly modern look and feel, highlighted by open sightlines, soft earth-tone décor, enhanced lighting, and product-forward displays, all part of a $3.4 million investment in improvements.
“We’re proud to introduce the Market 32 brand to Morrisville and deliver an enhanced experience that reflects how our customers shop today,” said Blaine Bringhurst, president of Market 32 and Price Chopper. “This transformation provides a fresh, contemporary store while continuing to serve customers in the location they know and trust.”
Following months-long renovations, the location closed briefly on the evening of Thursday, January 15, to complete final renovations, and reopened at 6:00 a.m. on Friday, January 16, as a fully reimagined Market 32. To commemorate the occasion, company leaders were joined by local elected officials and dignitaries for a ceremonial ribbon cutting, the Peoples Academy choir performed the National Anthem, and customers enjoyed free product samplings.
In addition to the aforementioned upgrades to the store’s layout and amenities, the location also emphasizes convenient, ready-to-eat options alongside fresh, handcrafted, and locally sourced products. Intuitive product adjacencies enhance ease of shopping, while specialty offerings include Boar’s Head deli products, in-store freshly baked artisan bread, and a hot food buffet.
Led by Store Manager Mike Dennis, the new Market 32 also includes expanded floral, produce, specialty cheese, and wine offerings. In addition, it has a new seating area featuring ADA-accessible tables with built-in charging ports, where customers can enjoy the store’s wider assortment of prepared foods and convenient “to-go” meal offerings.
“This store directly incorporates the feedback and ideas we hear from our customers,” Bringhurst added. “We’re incredibly proud of the result and grateful to our teammates, whose passion and dedication continue to make a real difference for the communities we serve.”
Continuing the grand reopening celebrations, customers will receive 5% off their grocery purchase today and tomorrow, January 17. Market 32 will also donate 5% of sales from those two days to Lamoille Community Foodshare, a network partner of the Vermont Food Bank focused on alleviating hunger in Lamoille County, and Morrisville Soccer Club, a 100% volunteer-run youth soccer organization committed to teaching the principles of teamwork, sportsmanship, and citizenship.
“Market 32 and Price Chopper are dedicated to being a meaningful presence in the communities we serve,” said Bringhurst. “Our investment in this store reflects our long-term commitment to Morrisville—not only to provide quality products and value, but to continue supporting our neighbors through strong community partnerships for years to come.”
Market 32 and Price Chopper Raise Over $48,000 for Children’s Miracle Network Hospitals
Schenectady, N.Y. January 8, 2026 – Market 32 and Price Chopper today announced a total donation of $48,640 in support of Children’s Miracle Network Hospitals, made possible by the support of customers. The company’s month-long fundraising campaign in October—which raised $38,640—invited guests at all 129 stores to round up their change to the nearest dollar in direct support of pediatric care at 9 regional hospitals. Market 32 and Price Chopper added a $10,000 company match.
“The services provided by Children’s Miracle Network Hospitals are vital to families throughout our region,” said Blaine Bringhurst, president of Market 32 and Price Chopper. “Our guests consistently show their generosity and support. When that is combined with our ongoing commitment to investing in our communities, it helps ensure that children have access to the care they need close to home.”
170 children’s hospitals across the United States and Canada make up Children’s Miracle Network Hospitals, collectively providing 38 million patient visits for 12 million children each year. The following hospitals, serving communities within the Market 32 and Price Chopper footprint, are members of the network:
• Bernard & Millie Duker Children’s Hospital at Albany Medical Center (Albany, NY) • Boston Children’s Hospital (Boston, MA) • Connecticut Children’s Medical Center (Hartford, CT) • Geisinger Janet Weis Children’s Hospital (Mechanicsville, PA) • Maria Fareri Children’s Hospital (Valhalla, NY) • Mohawk Valley Health System (Utica, NY) • Samaritan Medical Center (Watertown, NY) • The University of Vermont Children’s Hospital (Burlington, VT) • Upstate Golisano Children’s Hospital (Syracuse, NY)
“We are grateful for partners like Market 32 and Price Chopper, whose continued support is absolutely instrumental in meeting the vital need for children’s healthcare,” said Kristen Schavemaker, Chief Programs & Foundation Partnerships at Children’s Miracle Network Hospitals. “In just two years, their generous guests have donated over $100,000 to support children and families treated at nine children’s hospitals. This commitment ensures that kids receiving care have access to state-of-the-art resources and essential services at their local hospital. “
Delicious Recipes to Stretch the Value of Your Holiday Ham
Well, just like that the holidays have passed just as quickly as they arrived. Now, what to do with all this ham!? Don’t worry, we’re here to stretch the value of your holiday ham with some delicious recipe ideas. So, you still get to enjoy delicious food, and nothing goes to waste. Check them out below!
Slow Cooker Split Pea & Ham Soup with Seasoned Croutons: Enjoy the comforting flavors of Slow Cooker Split Pea & Ham Soup, a hearty dish made with tender split peas, smoky ham, and fresh vegetables, perfect for chilly evenings. Topped with seasoned croutons for an added crunch, this easy recipe is a delicious way to warm up and feed the family.
Cuban Sandwich Pizza: Indulge in a delicious twist on a classic with Cuban Sandwich Pizza, featuring a crispy crust topped with savory pulled pork, ham, Swiss cheese, and tangy pickles. Drizzled with mustard and baked to perfection, this unique dish combines the beloved flavors of a Cuban sandwich into a fun and shareable pizza experience.
Dagwood Sandwich: The Dagwood Sandwich is a towering delight, packed with layers of deli meats, cheeses, and zesty condiments, making it a fun and indulgent meal for any sandwich lover. Named after the iconic comic strip character Dagwood Bumstead, this overstuffed creation is perfect for those looking to satisfy their hunger with a deliciously messy bite.
Breakfast Panini: Start your day right with a delicious Breakfast Panini, featuring a hearty combination of scrambled eggs, crispy potatoes, ham, and melted cheese, all nestled between toasted bagels or English muffins. This satisfying sandwich is perfect for a quick breakfast on the go or a leisurely brunch, delivering a burst of flavor in every bite.
Ham & Egg Cups Recipe | Price Chopper: Start your morning with Ham Egg Cups, a delightful and easy-to-make breakfast option that combines savory ham and fluffy eggs baked in muffin tins. Perfect for meal prep or a quick grab-and-go meal, these tasty cups are not only satisfying but also customizable with your favorite veggies and cheeses.
Ham & Avocado Toasts with Crispy Parmesan Eggs Recipe | Price Chopper: Indulge in Ham & Avocado Toasts with Crispy Parmesan Eggs, a deliciously satisfying dish that combines creamy avocado, savory ham, and perfectly fried eggs topped with a crispy Parmesan crust. This recipe is not only quick to prepare but also offers a delightful balance of flavors and textures, making it an ideal choice for breakfast or brunch.
Tortellini Salad with Peas, Carrots and Ham Recipe | Price Chopper: Enjoy a refreshing Tortellini Salad with Peas, Carrots, and Ham, a vibrant dish that combines tender tortellini with sweet peas and crunchy carrots for a delightful texture. This easy-to-make salad is perfect for a light lunch or as a side dish at your next gathering, bringing a burst of flavor and color to your table.
12 Recipes to Elevate Your At-Home Breakfast & Brunch
Picture this – it’s a cozy weekend morning at home. You get to sleep in and relax with the family. The only thing missing is a great dish to kick off the day. Well, you’ve come to the right place. Check out our 12 recipe ideas to elevate your at-home breakfast and brunch. See something that piques your interest? Give it a try!
Bacon, Tomato & Mushroom Strata
A strata is a savory breakfast casserole that layers bread, eggs, cheese, and various fillings. This Bacon, Tomato, and Mushroom Strata combines crispy bacon, sautéed mushrooms, and fresh tomatoes with Gouda and Parmesan cheeses, all baked to golden perfection.
Cottage Cheese Breakfast Bowl
This Cottage Cheese Breakfast Bowl is a satisfying morning meal that combines creamy cottage cheese with a variety of toppings. It includes fresh fruits like blueberries and pineapples, nuts and seeds for added crunch, and a drizzle of honey or maple syrup for sweetness.
Blueberry-Stuffed French Toast
A delightful breakfast dish featuring layers of thick-sliced bread filled with a rich cream cheese and blueberry mixture. Perfect for brunch!
Egg Frittata Muffins
Egg Frittata Muffins are individual-sized baked egg dishes, like mini omelets, that are versatile and convenient for breakfast or brunch. They are made by whisking eggs with a variety of fillings such as vegetables, cheeses, and meats, then baking the mixture in a muffin tin until set.
Cinnamon-Walnut Crunch Coffee Cake
This Cinnamon-Walnut Crunch Coffee Cake is a moist and tender cake featuring a rich cinnamon-sugar swirl and a crunchy walnut topping. This delightful treat is perfect for breakfast or as an afternoon snack, pairing wonderfully with a cup of coffee.
Ham & Avocado Toast with Crispy Parmesan Eggs
A savory breakfast dish that combines creamy avocado spread over toasted bread, topped with slices of ham and a crispy fried egg coated in Parmesan cheese. The Parmesan adds a flavorful crust to the egg, complementing the richness of the avocado and the saltiness of the ham.
Farmer's Market Hash with Poached Egg
A hearty breakfast dish that combines a medley of fresh vegetables—such as butternut squash, Brussels sprouts, and potatoes—cooked until tender and golden. This flavorful hash is topped with perfectly poached eggs, allowing the rich yolk to mingle with the seasoned vegetables.
Heuvos Rancheros
Huevos Rancheros is a traditional Mexican breakfast dish featuring fried eggs served on lightly fried corn tortillas, topped with a flavorful tomato-chili sauce. Often accompanied by refried beans, sliced jalapenos, and fresh cilantro, this hearty meal offers a delightful combination of textures and bold flavors, making it a popular choice for breakfast or brunch.
DIY Glazed Donuts
Bring the joy of glazed donuts to your at-home menu with this fun recipe. Breakfast and brunch might never be the same.
Roasted Veggie & Bacon Sheet-Pan Frittata
A versatile and hearty dish that combines roasted bell peppers, onions, kale, and cherry tomatoes with crispy bacon and a savory egg mixture. The combination of roasted vegetables and smoky bacon provides a flavorful and satisfying meal suitable for breakfast, brunch, or even dinner.
Smoked Salmon & Scrambled Egg Bagel Sandwich
The Smoked Salmon Scrambled Egg Bagel Sandwich is a delightful breakfast option that combines creamy scrambled eggs with rich smoked salmon, all nestled between a toasted bagel. Elevate it with additions like chive and onion cream cheese, fresh tomato slices, and thinly sliced red onion, for a harmonious blend of flavors and textures.
Stuffed French Toast Rolls
Stuffed French Toast Rolls are a delightful twist on traditional French toast, featuring flattened bread slices filled with sweet or savory fillings, rolled up, and cooked until golden brown. These roll-ups make for a fun breakfast option that’s both easy to prepare and customize to your taste.
Market 32 and Price Chopper Transform Albany High School Food Pantry
Schenectady, N.Y. December 12, 2025 – Through the Market 32 Cares initiative, Market 32 and Price Chopper, alongside the Albany City School District, today unveiled an expanded and enhanced food pantry at Albany High School. The newly named Falcon Market is now an inviting and thoughtfully designed space that will provide thousands of students with reliable access to fresh, no-cost food throughout the academic year. A ceremonial ribbon cutting marked the investment, valued at more than $15,000, in the well-being of one of the Capital Region’s largest school communities.
The transformed pantry—measuring approximately 1,135 sq ft—features extensive infrastructure donated and installed by Market 32 and Price Chopper, including two industrial-grade refrigeration units and built-in shelving. All related installation work was completed by the company’s design and construction teams, who volunteered their time and expertise. Corporate and store teammates also assisted in transporting items from the school’s original pantry and stocking the new space with a full pallet of shelf-stable products, also donated by the company.
There is also a designated “checkout counter”—used to help organize selections and support simple inventory tracking—which mirrors a familiar point-of-sale retail experience rooted in dignity and choice.
“This elevated pantry reflects what Market 32 and Price Chopper stand for: nourishing the neighborhoods we serve and supporting those who support one another,” said Blaine Bringhurst, president of Market 32 and Price Chopper. “We’re grateful for the opportunity to help Albany High School create a welcoming, retail-like environment where students can find the fresh food they need with comfort and respect—especially during the holiday season, when many families may be feeling added financial pressure. Our teammates were proud to roll up their sleeves to bring this vision to life.”
Co-located with Albany High School’s Falcon Boutique, which provides clothing, shoes, and household items free of charge, the pantry now forms part of an expanded resource hub designed to meet essential needs with dignity and ease. The room’s open layout, clean shelving, and increased capacity create a space that is organized and accessible for all.
“This is yet another shining example of the tremendous dedication our community partners offer to help us support our students and families,” said City School District of Albany Superintendent Joseph Hochreiter. “We are grateful to Market 32 and Price Chopper for this incredibly generous donation, which will help Albany High expand its efforts to address food insecurity and the financial stress many of our families face, especially at this time of year.”
With added refrigeration and storage capacity, the expanded pantry will offer a broader, more consistent selection of fresh foods, pantry staples, and ready-to-use essentials that support the daily nutrition needs of students. The improvements will enable Albany High School to serve more individuals, more often, in a space intentionally designed to convey care and compassion.
“These amazing donations from Market 32 and Price Chopper will significantly increase our school’s ongoing efforts to fill in the gaps for students and families in need,” said Albany High School Principal Jodi Commerford. “We are so fortunate to have this additional community support for our Falcon Market, which will allow us to do even more to address food insecurity, one of the most challenging obstacles any family can face.”
“When students are too hungry to concentrate, they cannot learn and meet their potential,” added Mari Shopsis, executive director of the Albany Fund for Education, also a community partner in supporting Albany High School’s food pantry. “The Albany Fund for Education has been working for more than 10 years to combat food insecurity in our schools and is very grateful to Market 32 and Price Chopper for joining us in this important work by completing this incredible renovation of the Albany High School pantry!”
The partnership builds on Market 32 and Price Chopper’s longstanding commitment to nourishing local communities and fighting food insecurity across its six-state footprint. Market 32 Cares, the company’s expanded community giving platform, continues its commitment to nourish neighborhoods by supporting health, well-being, and educational opportunities in the communities it calls home.
“We know that our students learn their best and achieve their full potential when they are prepared, this includes a healthy and nutritious diet,” said Veronica Ingram-Henry, vice president, programs and strategic initiatives at Regional Food Bank. “This expanded food pantry at the Albany High School is a great example of public, private, and non-profit collaboration, which allows us to truly have a positive impact in our community. We are proud to stand with Market 32 & Price Chopper and the Albany School District to support our neighbors in need.”
Haleigh Eustis
E-Commerce Marketing Coordinator
Happy December 12th! Did you know that today is National Poinsettia Day? These beautiful red flowers are a holiday staple, as their vibrant color and immense beauty bring life to any space you decide to place it! With the holiday season in full swing, shopping for endless amounts of friends, family, and even coworkers can tend to feel stressful and overwhelming. Poinsettia is a flower that stands for joy and celebration, which makes it the perfect gift for the loved ones in your life! Poinsettias are known for their staple red shades, but this Christmas flower comes in various colors including white, pink, burgundy, yellow, purple and more.
The poinsettia flower is native to the beautiful country of Mexico. These flowers have been cultivated for centuries and were used by the Aztecs for their natural red dye in clothing. As the years had passed, in 1827, botanist Joel Poinsett took a trip to Mexico where he had seen this beautiful flower. Upon his return to South Carolina, his home state, he brought a few Poinsettias to cultivate and very quickly this flower gained popularity within the states.
Though the Poinsettia is a largely popular holiday flower, you may be wondering how. The poinsettia flower stems from the Mexican legend of Pepita and her Christmas weeds. On Christmas Eve, a young girl named Pepita had no gift for her Christmas service. Encouraged by her cousin, she went to collect a bundle of weeds and placed them on a nativity set. Within seconds, the weeds were said to have bloomed into the beautiful Poinsettia flowers that we are familiar with today! Though these flowers are a seasonal plant in the states, they are the second most popular potted plant sold within a year.
Poinsettias are beautiful in all shapes, shades and sizes which is why Market 32 and Price Chopper have them readily available in our floral section during the holiday season. Shop in store for our beautifully arranged Poinsettias or use our online services, DoorDash and Instacart. Our online ordering allows customers to send personalized cardettes for any occasion which is sure to warm the hearts of whoever is receiving the potted plant!
Shop for the holiday season, stress free! Explore Price Chopper/Market 32 Floral Department for all your holiday gifts.
Quaker® Protein & Quaker® Fiber Instant Oatmeals
Busy mornings call for quick choices that help support your wellness journey. Whether you’re looking to support heart health, * support digestive health** or start your day with something warm and delicious, that’s where Quaker® Instant Oatmeal and Quaker® Fiber Instant Oatmeal come in. Perfect for busy schedules, workdays, or grab-and-go mornings, these convenient packets make it easy to enjoy your morning oatmeal. With no artificial flavors, colors or preservatives, these varieties share a nourishing foundation: they are made with Heart Healthy* 100% Whole Grain Oats*, and every serving brings you the warmth that oats have always offered.
*Diets rich in whole grain foods and other plant foods and low in saturated fat and cholesterol may help reduce the risk of heart disease
**Good source of fiber to help support a healthy digestive system.
Quaker® Protein Instant Oatmeal: Satisfying Fuel to Start The Day
Start your morning with a delicious bowl of Quaker® Protein Instant Oatmeal, crafted for those who want added protein from their bowl. The delicious flavors you love – now with 12g protein per serving. An excellent source of protein and a good source of fiber, it’s an easy option for your morning so you’re ready to take on the day.
Available in 2 delicious flavors; Cranberry Almond and Banana Nut. Cranberry Almond blends tart, chewy cranberries with crunchy almonds for a bright, satisfying bite, while Banana Nut delivers warm, bakery-inspired flavor with the taste of banana and nutty richness.
Quaker® Fiber Instant Oatmeal: A Delicious Way to Support Your Wellness Journey
If you’re looking for an easy, delicious option to help support digestive health, Quaker® Fiber Instant Oatmeal provides a tasty and easy way to get 35% daily value of fiber*. This includes 5g of prebiotic fiber from chicory root extract to help support healthy digestion. Why is it important? Fiber slows digestion, helping regulate blood sugar levels and helping to keep you feeling full longer.
*Based on a 2,000-calorie diet.
Available in Maple and Brown Sugar – a warm classic flavor with a delicious sweetness and hearty whole grain oats.
Whether you’re aiming to increase protein intake or increase daily fiber, Quaker’s instant oatmeal makes it easy with a variety of options. Quaker® Protein Instant Oatmeal gives you the protein you want on your active mornings. While Quaker® Fiber Instant Oatmeal provides a good source of fiber to help supports digestive health – both offering the warmth, taste and nutrition that makes oats a timeless favorite!
Market 32 and Price Chopper Announce Strategic Partnershipwith The University at Albany’s Danes of Greatness NIL Collective
Schenectady, N.Y., November 21, 2025– Market 32 and Price Chopper have announced a new partnership with Danes of Greatness’ Name, Image, and Likeness (NIL) collective, which was built to elevate and amplify the University at Albany men’s basketball program. The Capital Region’s neighborhood grocer will collaborate with the Danes of Greatness to create authentic connections between the athletes and fans, build brand affinity among the next generation of grocery shoppers, and make a difference in the community.
“We’re excited to launch this first-of-its kind partnership with UAlbany’s NIL collective,” said Pam Cerrone, Market 32 and Price Chopper director of community relations. “It’s what we like to call a win-win. Our collaboration with Danes of Greatness strengthens Market 32 and Price Chopper’s connection to the community by supporting local student athletes and fostering educational and professional development. It also expands our visibility through authentic marketing opportunities that highlight our commitment to healthy lifestyles and community involvement.”
Through the partnership, Market 32 and Price Chopper and Danes of Greatness NIL will co-develop and host events, in-store activations, and social media campaigns to further engage customers and fans while fostering student-athlete professional development, brand growth, and community engagement. This includes programs like “Shop with Your Favorite Player” events and “Wing DOG Wednesday” in-store product test tastings. Additionally, throughout the season, men’s basketball student-athletes will also support various Market 32 and Price Chopper customer outreach efforts through influencer-style content creation and social media collaborations, extending the athletes’ visibility beyond the arena and helping them gain invaluable hands-on experience outside the classroom in marketing, management, and other in-demand fields.
“We are pumped about the partnership with Market 32 and Price Chopper for this inaugural year of collaborating together,” said Chris Wyatt, Danes of Greatness founder. “Their mission to help people feed and care for themselves and their families is now connected through our UAlbany basketball program to support and amplify such a community-focused organization. This is another example where Danes of Greatness is able to encourage our student athletes’ growth within the community in even greater capacity off the court. Let’s continue to support the Capital Region. Go Danes!”
In addition to the NIL partnership, Market 32 and Price Chopper will sponsor an in-game promotional contest at all men’s basketball home games. One fan will be chosen to compete in a strategy test to win $150 in free groceries and help Market 32 and Price Chopper donate 1,000 meals to the Regional Food Bank of Northeastern New York, bolstering the company’s commitment to fighting food insecurity.
Danes of Greatness functions as an independent collective organized by a third party that facilitates NIL opportunities for student-athletes. It provides a structured, compliant platform to monetize their name, image, and likeness.