Major food brands join project to deliver resources to frontline workers

Frontline Impact Project, an initiative started by The KIND Foundation in consultation with Project N95, has expanded capacity to meet the needs of frontline workers. Just one month following the project’s launch, some of America’s most recognisable food and beverage companies including Unilever, Mars Incorporated, Nestlé and Keurig Dr Pepper have joined the initiative to deliver resources to healthcare workers and first responders.

Frontline Impact Project is connecting thousands of institutions with enterprises donating food, beverages, lodging, personal care items, virtual fitness classes, and mental health services. The initiative has already stewarded resources across 35 US states and Washington DC to reach more than 180,000 people, most of whom work in hospitals, nursing homes and outpatient medical practices. With an increasing number of partners on board, the project is looking to scale its impact.

“Our healthcare workers and first responders have needs ranging from proper nourishment to self-care that will only grow in the coming months. As more partners come together to offer diverse resources, we will be better equipped to support frontline heroes and show our gratitude in small ways,” said KIND Founder, Daniel Lubetzky, whose team helped launch Frontline Impact Project.

Adnan Durrani, Founder and CEO of Saffron Road, one of the first food companies to commit resources, added: “At the start of the COVID-19 crisis, we swiftly began outreach to several organisations and healthcare facilities and discovered many were not able to accept or safely store large quantities or frozen shipments of our meals. When we learned of Frontline Impact Project, it was a no-brainer for us to join. Their platform and matching process greatly simplified our efforts and amplified our charitable work to seamlessly reach thousands of providers.”

Food is reportedly the most requested item on the platform, but requests for personal care items have recently soared. Many frontline workers are seeking products to heal their faces, which are irritated from wearing a mask all day, and their hands, which are rough from constant washing. Jessica Sobel, Corporate Strategy Director at Unilever, which is donating skin cleansers, said: “We are proud to donate personal care products to Frontline Impact Project to support individuals serving on the front lines. Our donation is part of United for America, a broader movement ignited by Unilever to inspire collective action to deliver food, medical supplies, hygiene products, and other critical support to frontline aid organisations.”

Unexpected items such as gum and mints have also been frequently requested.

“We at EXTRA gum are thrilled to work with Frontline Impact Project to help provide gum and mints to our frontline heroes that are working hard in the fight against COVID-19,” said Chanel Gant, Brand Manager of EXTRA Gum. “We hope that something as simple as a stick of gum can deliver some joy to essential workers and provide fresh breath while wearing their protective masks.”