A complimentary subscription box updates the food pantry
NEW YORK A 21st-century food pantry is being developed by Wellfare.
In Brooklyn’s Bushwick neighborhood, the group directly supplies food-insecure households with nutritious goods. Co-founders Eva Kerner and Cole Riley started Founders Give, a program that gathered and provided supplies to hospitals in New York during the peak of the COVID-19 pandemic, before starting the subscription box service.
They are now attempting to address more significant problems related to food insecurity and waste. Every year, almost 40% of the food supply in the United States is wasted, and 54 million people experience food insecurity. Traditionally, this problem has been addressed through expensive, physical food banks.
“People have to pay a lot more than they should in order to put food on the table, which is the problem,” Ms. Kerner stated. “They are waiting in line for hours on end with no assurance that they will receive food, and when they do, it frequently isn’t enough to sustain them.”
During the pandemic, the direct-to-consumer channel accounted for a higher portion of food purchases, so the two recognized a chance to utilize lessons learned fromthe CPG sector to develop a more user-friendly and accessible food pantry experience.
Mr. Riley stated, “There’s a reason why more and more businesses are doing direct-to-consumer.” “You receive frictionless delivery straight to your door, the goods are typically of higher quality, and it’s clear and easy to understand.”
More than 300 businesses are part of Wellfare’s donation network; these range from smaller startups like Sound Nutrition and Spudsy to bigger names like Kellogg’s and Hershey. Every two weeks, it sends qualified subscribers selected boxes of pantry essentials, ready-to-eat snacks, and single-serve beverages costing between $100 and $1,000.
The approach offers a way for producers to donate merchandise and make a positive social impact, while also assisting in reaching more homes that struggle with food insecurity.
In addition to providing market-ready inventory as part of social impact collaborations, Mr. Riley stated, “we’re talking to brands to understand what they typically do with excess product or product that is close to expiration.” Some of them can donate with ease because they have a local partner. Many others are always looking for partners to give products to because they don’t have that kind of relationship.
He continued, saying that Wellfare’s “direct-to-need” business strategy fits in well with the creative spirit of many of its specialized and developing brand partners.
“A lot of the companies we are working with have very unique goods and experiences, so I don’t believe they would necessarily want to work with a nonprofit that has been operating for a really long time.
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While the majority of charities concentrate on serving fresh food, distributing healthier packaged goods to poor people is essential to ending hunger and cutting down on waste. Most food waste happens at the consumer level, with meat, dairy, and damaged produce making up the majority of food that goes bad.
According to Ms. Kerner, “donating produce or hot meals can be a flash in the pan solution.” “If that food is going to be placed in a refrigerator, forgotten about, and then thrown out, then you’re kind of setting yourself up for failure.”
Since most packaged meals that are healthful come at a premium cost, Wellfare is providing users with access to things that they would not normally be able to purchase, she added. Furthermore, it’s assisting in dispelling the myth associated with welfare and free meals. Treating subscribers like clients, the duo solicits input from time to time, considers it, and makes necessary improvements in customer support and procurement to enhance the user experience.
“We’re treating it like an actual subscription service, even though it’s a free box,” Mr. Riley stated. “Everything about the experience was intended to elevate the issue beyond the reactive give-and-take that is usually associated with food insecurity.”
Before moving on to other places, Ms. Kerner and Mr. Riley are preparing to increase Wellfare’s presence in New York this year. They intend to deliver boxes all around the nation eventually.
Mr. Riley stated, “We think we can be the national destination for incoming food donations.”