Instacart just announced the #GiveFromTheCart Challenge, a giving campaign to benefit Feeding America and fight hunger in the wake of the COVID-19 pandemic. Through this campaign, Instacart is inviting consumers to turn their grocery cart into good by donating the value of their last grocery cart to Feeding America to help support communities most affected by the growing food insecurity crisis.To kick off the challenge, Serena Williams and her family made the first donation of 50,000 meals to Feeding America for those who need it most. 

Serena Williams Instacart

From today until Aug. 14, 2020, every dollar raised will go to help fight hunger and Instacart will match each donation, up to 1 million meals to Feeding America’s member food banks in support of the #GiveFromTheCart Challenge. 

“Our mission is to create a world where everyone has access to the food they love and more time to enjoy it together. We’re proud to partner with Feeding America on the #GiveFromTheCart Challenge to help increase access to food at a time when more people than ever before are grappling with food insecurity in the wake of COVID-19,” said Apoorva Mehta, Founder and CEO, Instacart. “We believe that groceries are more than just food – they’re an expression of warmth and connection. We invite people everywhere to turn their groceries into good and #GiveFromTheCart to donate the value of their last grocery cart to help a family in need.”

“The COVID-19 pandemic has put an incredible strain on the Feeding America network food bank as we work to address the increased demand for food assistance in communities we serve,” said Casey Marsh, Chief Development Officer at Feeding America. “We are thankful to Instacart and their customers for helping to support our neighbors in need. Donations from the #GiveFromTheCart Challenge will help food banks provide more meals to people who need them most.”

“I’m so grateful to be partnering with Instacart and Feeding America for the #GiveFromTheCart Challenge — together we are working to fight rising food insecurity,” said Serena Williams. “I am kicking off the challenge by donating 50,000 meals, and I hope you’ll join me in supporting the communities that need our help the most right now.”

Consumers can visit www.givefromthecart.com to donate the value of their last grocery cart, or any amount they choose, to Feeding America. Every dollar raised will go to help fight hunger and Instacart will match each donation, up to 1 million meals to the Feeding America network of food banks in support of the #GiveFromTheCart Challenge.

Instacart Heart

Instacart is also inviting consumers to help raise awareness of rising hunger by gathering groceries from their fridges and pantries, forming them into the shape of a heart, taking a photo and sharing it across their social channels. This heart-shaped grocery photo is the social symbol of the #GiveFromTheCart Challenge and, once posted across social channels, will help encourage friends and family to turn their groceries into good to help families in need. When sharing their grocery hearts on social channels, we encourage customers to tag @Instacart, @FeedingAmerica, #GiveFromTheCart, and share the #GiveFromTheCart Challenge donation page: www.givefromthecart.com.

—Jennifer Swartvagher

All photos courtesy of Instacart

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