Chicago-based America's Second Harvest has announced that it is changing its name to Feeding America, effective immediately.
The goal of the rebranding is to more fully engage the American public in the fight against hunger. The name change is designed to convey that the organization provides access to food for people who need it while communicating the positive power of food as a catalyst in people's lives. The country's leading domestic hunger-relief charity, Feeding America operates more than two hundred foodbanks in the United States and Puerto Rico that provide food and groceries to food pantries, soup kitchens, and other emergency food agencies.
The organization's previous brand — America's Second Harvest - The Nation's Food Bank Network — was relatively unknown to the general public, limiting the organization's ability to secure and distribute more supplies to food banks across the country. "This branding shift will help us elevate hunger-relief programs for greater visibility and involvement," said Feeding America board chair David Taylor, who also is group president of global home products for Procter & Gamble.
"This change to Feeding America represents a deep commitment to our mission and public engagement on the issue of hunger," said Feeding America president and CEO Vicki Escarra. "From the research, we know that our new identity also invites the public to understand and commit to fighting hunger...Our efforts to engage the public will have faster results because the name is so direct and action-oriented, which will translate to a better use of our resources."