Feeding Children Better, a project of ConAgra Foods and America’s Second Harvest, produced by Cone Inc.
In 1999, ConAgra Foods decided to focus its philanthropic efforts on one cause: ending child hunger in the U.S.. It teamed with America’s Second Harvest, the nation’s largest domestic hunger relief organization and its network of more than 200 regional food banks serving 23 million Americans annually.
A three-pronged strategy was developed: getting food to needy children through 100 Kids Cafes; repairing breakdowns in food distribution; and raising national awareness about child hunger through a three-year public service campaign with the Ad Council (and encouraging the company’s brands to develop their own hunger promotions.) Among the program’s 2002 accomplishments were the completion of the 100th Kids Café and the fulfillment of its commitment to purchase 100 trucks for food banks.