North Carolina-based grocery store company Food Lion launched Food Lion Feeds in 2014 with a simple, essential message: "We believe no one should have to choose between dinner and rent." The company displays a passion for helping to solve hunger right now, while investing in and honoring those who work toward ending hunger in the future. To mark the launch of the Food Lion Feeds campaign, Food Lion pledged to donate 500 million meals to families in need by the end of 2020.
Food Lion kicked off its commitment by donating 1 million meals in five days in June 2014. In the inaugural week of the campaign alone, the company garnered 50 million media impressions and 1.5 million social media impressions. The in-store initiatives resulted in a total of 2.5 million meals donated.
As part of the Food Lion Feeds effort, the company relies on in-store programs, such as selling Food Lion Feeds reusable bags and specially marked Food Lion Feeds bagged apples, both in partnership with Feeding America. With each reusable bag and bag of apples sold, Food Lion donates five meals each to local food banks. As of March 2017, Food Lion Feeds had served 281 million meals.