In the face of extreme adversity, the food and beverage industry banded together this year to support the true heroes of 2020: frontline healthcare workers.
Through an initiative called FoundersGive founded by entrepreneur Cole Riley, brands pooled 2.2 million products and distributed them to 51 New York City hospitals and over 100,000 healthcare staff and patients over the course of 10 weeks. From emerging brands to major CPG companies, 305 brands from across the country, such as Sabra, KIND, Clif, Lava, Biena, Siren Snacks, Califia Farms and Chobani joined forces to donate thousands of cases of product to the cause and meet the need for food and beverages at institutions across the hard-hit city.
“We stand in awe as we witness remarkable bravery and commitment,” Sabra CEO Tomer Harpaz said in April. “We are committed to supporting not only front line workers but struggling families who live in the communities in which we operate. This is time for people to come together for the greater good, and together we shall win.”
While FoundersGive has wound down its current efforts, Riley plans to use the lessons from this year to launch a non-profit supported by CPG brands to continue to provide support during other emergency situations.
