Daily Insights

The Gift-Giving Grocer

By: Mackenzie Baker | Dec 02, 2019

Food Lion is making the holiday season a little more delicious with its plan to donate one million meals to those in need.

The company’s “Season of Caring” initiative is dedicated to helping neighbors in need through its Food Lion Feeds Foundation. This year, the grocer has partnered with community organizations and customers to meet the one million meal goal in a campaign called “Holidays Without Hunger.” Customers who shop in-store will have the chance to purchase specially marked food boxes that will be donated directly to a local food bank or pantry. The outreach will last until December 24th and includes the opportunity to donate both funds and volunteer time in addition to meals. Food Lion Feeds will be hosting events throughout the ten states it currently operates in. Product pages remain the top spot for brands to post about corporate outreach programs, according to a Gartner L2 report on the topic—which may be why Food Lion, too, opened a page on its website dedicated to finding volunteer opportunities for shoppers looking to get more involved in its foundation. 

As part of the Season of Caring, Food Lion has organized over thirty food-related events, including ones that benefit military families and senior citizens. This is the sixth year Food Lion Feeds has been in effect, with the company having already donated 560 million meals in that time. As such, the grocery chain has pledged to donate one billion meals by 2025. 

Food Lion is doing its part in feeding those in need this holiday season. By enlisting partnering companies and volunteers, the brand is creating a community dedicated to good deeds. Companies looking to give back and strengthen brand personalities could look to Food Lion for tips on how to make the season a little merrier.