By Melonie Magruder
Lookout Staff

March 20, 2012 -- RoseMary Regalbuto is not one to let a “brandable” moment pass her by. The president and CEO of Meals on Wheels West in Santa Monica, ran again in Sunday’s Honda LA Marathon to benefit her nonprofit.

Regalbuto launched her group of racing volunteers, Team Wheels, with a brisk walking/jogging pace that continued for 13.1 miles.

Team Wheels -- which enlisted Santa Monica City Manager Rod Gould (clock time: 4:18:05) -- came in this year at 5:00:42, raising more than $16,000 for the organization, which delivers hot meals and friendship to homebound elderly.
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When asked how her team prepared for this event, Regalbuto, who was recognized shortly after last year’s Marathon by the League of Women Voters for her outstanding contributions to the community, laughed.

“We had a carbo-loading party at my house Friday night,” she said. “We also managed to drink six bottles of wine.”

Turning serious, she mentioned the importance of the continued branding of Meals on Wheels, a program first launched in the U.S. in 1954.

“Ironically, the demographics of who we serve are down right now,” Regalbuto said. “People think this is charity, when it’s not. It’s designed to bring food to people who might not otherwise be able to get out and feed themselves.

“Our services cost $6 a day for two meals,” she said. “It’s true that perhaps only 40 percent of our clients can currently cover that cost, and some people don’t want to ask for help.

"So our outreach is vital. There is a ‘Gray Tsunami’ coming,” she said, referring the large number of aging baby boomers.

Team Wheels efforts were matched 100 percent by local public relations agency The Phelps Group.

“I think The Phelps Group is helping us to brand Meals on Wheels with the younger set,” Regalbuto said. “Our team tee shirts said, ‘Stick a Fork in Me.’”

This year's marathon wasn't Meals on Wheels' first effort to run for cash. Last year, Regalbuto and her volunteers managed to raise some $20,000 for the agency.

Meals on Wheels West is staging another outreach this week to celebrate the national organization’s month-long March for Meals and its signature event with local mayors and elected officials to raise awareness about senior hunger – something Regalbuto calls “Big Wheels Deliver Meals.”

Regalbuto has rounded up some big cheeses, like Santa Monica Mayor Richard Bloom and Malibu Mayor Pro Tem Lou La Monte to accompany Meals on Wheels volunteers on their delivery rounds on Wednesday.

“We also have representatives from the city fire department and police department,” Regalbuto said. “They really can see the scope of Meals on Wheels service.”

Regalbuto thinks she will have recovered by Wednesday. And, even with aching calves, says she is up for next year’s Marathon.