Vicki Escarra--President and CEO, Feeding America

Starting September 2008, America’s Second Harvest will become Feeding America. This new name best conveys our mission—providing food to Americans living with hunger—and will be supported through expansive public outreach campaigns that will raise awareness of domestic hunger and our work.

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 enriching lives. A careful migration strategy is underway to ensure that all key stakeholders and audiences understand that America’s Second Harvest is now Feeding America.   Be sure to visit us at www.feedingamerica.org