Nominees

 

Food Lion Feeds - Year Two

Company: Food Lion
Program category: Programs Addressing Food Insecurity

Origins:

In 2014, Food Lion set out to reinvent its philanthropic giving to align more with the company's core business – food. With the believe that "no one should have to choose between dinner and rent or gasoline and groceries," Food Lion Feeds is working to create a better tomorrow by uniting with customers and partners to help eliminate the difficult choices many families are forced to make when they are struggling with hunger. Working toward its commitment to provide 500 million meals by the end of 2020, this year to date, Food Lion Feeds has donated more than 94 million meals across its 10-state geographical area. This was achieved through monthly community events and quarterly in-store promotions that educated, engaged and excited the communities that Food Lion serves. Through seven large-scale corporate campaigns and programs, Food Lion Feeds used the power of community to build support and raise awareness of hunger relief. Hitting every angle, from calling on basketball fans to inspiring young artists, Food Lion Feeds messaging was heard in stores, communities, arenas, around dinner tables, in the news and online. These long-term campaigns are on top of individual events such as food drives, food distributions and other initiatives occurring nearly every day across the company's 10-state footprint. In the first two years of the initiative, Food Lion Feeds donated nearly 240 million meals through product donations, associate engagement, and equipment donations.

Contribution:

Through seven large-scale corporate campaigns and programs, Food Lion Feeds used the power of community to build support and raise awareness of hunger relief. Hitting every angle, from calling on basketball fans to inspiring young artists, Food Lion Feeds messaging was heard in stores, communities, arenas, around dinner tables, in the news and online. These long-term campaigns are on top of individual events such as food drives, food distributions and other initiatives occurring nearly every day across the company's 10-state footprint.

Objectives:

  • Increase awareness for Food Lion Feeds and Food Lion's commitment to hunger relief.
  • Increase customer support of Food Lion Feeds to help end hunger in their local communities.
  • Increase Food Lion's 64,000 associate engagements with Food Lion Feeds, creating ambassadors for the program.

Impact:

The second year of Food Lion Feeds’ community giving platform has been an overwhelming success. To date, more than 94 million meals were donated this year, surpassing the company's goal, and contributed to a running total of nearly 240,000,000 meals to date. The Food Lion Feeds brand touched the lives of our customers and community partners, while internally, associates passionately embraced the platform. Many associates took to social media to show their support, proudly posted photos during campaigns and encouraged others to help relieve hunger in their communities.

Quote:

"We strive to make life easier and better for our customers by providing fresh, quality food at the affordable prices they expect from Food Lion. And, equally as important, we have made a huge commitment to donate 500 million meals to people in need throughout our 10-state footprint by the end of 2020. Through our Food Lion Feeds program, we aim to help those who are struggling with hunger or making tough choices in trying to feed their families." -- Meg Ham, President, Food Lion

"Any day with Food Lion is a great day and this one is no different. Food Lion has long been the number one food donor to the Second Harvest Food Bank of Metrolina. For more than 25 years, we have served TOGETHER to fight hunger and last year alone Food Lion donated more than 8.3 million pounds of food to us and our feeding agencies." "Food Lion and its associates are so integrated into the Charlotte community and they have helped feed thousands of our neighbors." Both quotes can be attributed to Kay Carter, President and CEO, Second Harvest Food Bank of Metrolina