Whether or not real men wear pink may be up for debate. But in one Houston warehouse, at least, real men drive pink—a pink forklift, that is.
To raise awareness about male breast cancer—a disease the American Cancer Society estimated would be newly diagnosed for just under 2,000 U.S. men in 2010—Mitsubishi Forklift Trucks of Houston, the factory dealership owned by Mitsubishi Caterpillar Forklift America Inc., launched the "Real Men Drive Pink" campaign. As part of that effort, the dealership built and sold a pink electric forklift truck to raise funds to support breast cancer research.
Golden Town International, a restaurant furnishings designer and distributor to Asian restaurants throughout the country, put charity before image and purchased the pink electric truck for use in its Houston warehouse. Proceeds from the sale were donated to the Susan G. Komen for the Cure and the National Philanthropic Trust Breast Cancer Fund.