Brand Name Change

“America’s Second Harvest” is now named “Feeding America”. Whether you still call it “Second Harvest” or learn to call it “Feeding America”, it was and remains a national organization which works with large corporate donors to secure food and grocery products on a national level to distribute, as needed, to regional food banks (such as Channel One in Rochester, Minnesota) which, in turn, distribute to local food shelves and other such agencies. The web site for the organization declares:

“This new name best conveys our mission—providing food to Americans living with hunger…Despite a 30-year legacy of fighting hunger, America’s Second Harvest has been confronted with low awareness among the general public, and a broader misunderstanding of domestic hunger. Knowing that true, monumental progress can be made when the public is fully engaged in our cause, we have researched how we can best inspire people.  We found that the name America’s Second Harvest was limiting and that a new name was needed to quickly and clearly convey our mission.

Our new name, Feeding America, directly conveys that we are providing access to food for people who need it.  It also communicates the positive power of food to be a catalyst in people’s lives. In essence, “feeding” serves as a double meaning—both providing food and aenriching lives.”

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