Effective immediately, America's Second Harvest–The Nation's Food Bank Network, an organization of more than 200 food banks that provide food and grocery products to food pantries, soup kitchen and other emergency food agencies across the country, will become Feeding America. The primary objective of the branding change is to more fully engage the public in the fight against hunger.
As the nation's leading domestic hunger-relief charity, Feeding America recognizes that there has never been a more important time to involve the nation in an all-out effort to help millions of Americans who live on the brink of hunger. According to the USDA, more than 35 million Americans live in food- insecure households, meaning that they do not always have access to adequate amounts of nutritious food necessary to maintain good health. The previous national brand, America's Second Harvest–The Nation's Food Bank Network, was relatively unknown to the general public, potentially limiting the organization's ability to secure and distribute more food to food banks across the country.
"With 1 in 8 Americans struggling with food insecurity issues, there is definitely a need for greater prominence of the hunger issue," said David Taylor, Feeding America Board Chair and Group President of Global Home Products for Procter & Gamble."Food provides great physical, emotional and spiritual strength: food is a chance for a better tomorrow, helping build a strong foundation for the future. This branding shift will help us elevate hunger-relief programs for greater visibility and involvement."
"This change to Feeding America represents a deep commitment to our mission and public engagement on the issue of hunger," said Vicki Escarra, president and Chief Executive Officer of Feeding America."From the research, we know that our new identity also invites the public to understand and commit to fighting hunger, clearly acknowledging that each of us is connected to it. It motivates the public to take action and become educated on the issue. Our efforts to engage the public will have faster results because the name is so direct and action-oriented, which will translate to a better use of our resources."
Feeding America conducted in-depth research to better understand how its mission can better motivate the public to meaningfully and profoundly become engaged in hunger relief and, ultimately, create stronger public will for tackling the issue and effecting change. The name Feeding America aims to directly convey that the organization provides access to food for people who need it. It also communicates the positive power of food to be a catalyst in people's lives. In essence,"feeding" has multiple meanings–providing both a fundamental need for survival and the opportunity to enrich lives.
Feeding America was founded in 1979. It distributed 2.5 million pounds of food to a network of 13 food banks in its first year operation. Today, its national Network secures and distributes more than 2 billion pounds of food and grocery products to more than 200 food banks in all 50 states, the District of Columbia and Puerto Rico.
"Feeding America stands for food banks throughout America that are serving communities in ways that no other organization can," added David Weaver, Executive Director of the South Plains Food Bank in Lubbock, Texas, and current President of Feeding America's National Council, an elected committee of food bank leadership that helps guide food bank membership."As a leader of a food bank in the Feeding America network, I'm excited about the potential it brings in helping us to feed more hungry Americans."
"With hunger becoming a rising issue that faces unprecedented urgency, it's critical that Feeding America not follow dated stereotypes, but rather elevate the issue of hunger to a higher relevance," added Escarra."A child who is hungry and cannot learn becomes an adult who cannot earn. With 13 million children in this country at risk of hunger, this is an issue of critical national concern. The bottom line is that the ultimate impact on hunger will only come when the public is significantly more engaged and more informed."
For more information on how you can get involved or make a financial contribution, visit www.feedingamerica.org.
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