CPG Community Steps Up to Help Colorado Residents
Colorado has long been a hotbed of innovation for better-for-you food and beverage brands. So when tragedy struck last week with the Marshall Fires destroying the homes of thousands in Boulder County, the CPG community responded.
Much of the industry response has coalesced around a GoFundMe campaign started last week by Ridgeline Ventures managing partner and Luke’s Circle founder, Luke Vernon. As of press time, the campaign had raised over $250,000 for families whose primary residences (owned or rented) had been destroyed by the fires. Vernon said over 845 donations have been made, many from industry members and companies, but the campaign needs “thousands” more in order to fulfill all the requests received so far.
Vernon has promised that all claims will be vetted by an expert who specializes in verifying authenticity of claimants, several of which were members of the CPG community.
The largest donation to the campaign so far has come from frozen dessert brand Yasso, which not only donated $100,000 but also has promised to match all local business contributions through January 14. Yasso also donated $10,000 to the Salvation Army Intermountain Division in order to provide immediate disaster medical services.
“It’s time for our small but mighty local Boulder CPG community to rise up and lean in to help the Marshall Fire victims,” Yasso CEO Craig Shiesley posted on Linkedin. “We know we’re not alone in our mission to support our Boulder community and we hope to see the brands we know and love lend a hand if they are able to and join us in donating.”
Other sizable donations came from snack brand Bobo’s, wholesale bakery Raison D’etre Bakery and design firm Fortnight Collective, which each gave $10,000 to the fund. Individual contributors of larger donations also include Rodney Clark of Aspect Consumer Partners, Elizabeth Stein of Purely Elizabeth and former Lily’s CEO Jane Miller.
In addition to the GoFundMe, Vernon is also working with a team to create a “pop up shop” experience where families impacted by the fires can “shop” (for free) for new clothing, toiletries and more. Clothing brands including American Eagle, Cotopaxi and OROS have all committed to supply products or gift cards while local CPG companies, including Yasso, Bobo’s, Made In Nature, and BFG Partners, have offered to volunteer to organize and staff the pop-up. The pop-up is still looking for more donations of clothing, jackets, toys, baby products and pet products.
Vernon had initially hoped to raise $250,000 from 1,000 people (a number tied to the 1,000 homes lost to the fires), but he’s now upped that goal.
“To think we raised $256,000 in 3 days is mind-blowing. That money is going right in the hands of families who desperately need it. Now we have our sights set on raising $1 million,” Vernon said. “We have direct access and communication to families. We don’t have bureaucracy. We can impact peoples’ lives today as long as we have funding…We can make a real difference together.”
