More than 50 million Americans are “food insecure,” according to a 2011 US Department of Agriculture study. In its latest designer collaboration, Target is partnering with FEED Projects to help change that.
Target is joining forces with Lauren Bush Lauren's FEED Projects, which has previously partnered with Gap, Bergdorf Goodman and Pottery Barn, but the Target partnership is the largest to date. The collection is due to launch June 30. The duo just wrapped up a five-city tour of Feeding America programs that took them to food banks and local pantries in San Francisco, Minnesota, New York City and more. Target and FEED are hoping the partnership will generate 10 million meals for Feeding America.
"Target (has) such a massive reach that we just don't have," Lauren toldUSA Today. "So it's wonderful when we can partner with Target to really just blow it out and have such a big impact in a short amount of time."
The multiple category collection will include 50 pieces—bags, jewelry, kitchenware, pillows, iPhone cases—many featuring a stenciled FEED logo and a number indicating how many meals that product donates. Prices start as low as $3 for plastic kitchen bowls and go up to $400 for a bike, available online, with 10 percent of the retail price going to Feeding America.
"People are time starved and they're looking for easy solutions and they certainly want to make a difference," Laysha Ward, Target's president of community relations told USA Today. Target already donates 5 percent of pretax proceeds back to the communities where it does business, working with Feeding America for over a decade. "This for us isn't a cause of the moment," adds Ward. "It's something we believe in and have stood for since the beginning of time."
The partnership should turn out to be a lucrative one for both Target and FEED, which has made a name for itself thanks to burlap shopping bags that support the cause. According to a 2010 Cone Communications study, 81 percent of consumers want companies to give them a chance to buy a product that benefits a certain cause, a number that has surely grown in the past three years, according to Alison DaSilva, executive vice president at Cone.
"There's no question that consumers globally expect companies to do more than just make money. Companies are expected to support issues and be good citizens. That is the cost of doing business today."