For years Ignite2X has been helping consumer packaged goods brands stand for something more than the attributes and benefits of their products. Consumers, whether they admit it or not, are sentimental. They strive to be practical, but feelings affect their behavior. We have found that elevating the sense of purpose for a brand or company (you may call it the touchy-feely stuff), matters to people and provides a connection. What is more, it becomes a rallying cry for employees and every stakeholder of the company, including retailers and partners.
It is important to us to practice what we preach. Over the years, our clients have evolved from a small mix of national clients to a diverse and dynamic group of brands; from global powerhouses, to regional players, to local brands in our community. We honed our mission along the way: To be a purpose-driven business that finds ways to have a positive impact on people’s lives and the world they live in and make an impact in the community.
The Ignite2X team believes it is a meaningful approach, and true to the culture of our company.
Partnering to Make a Difference
In 2019, I joined the board of directors of the Mid-Atlantic Food Trade Organization (MAFTO), a 501c3 non-profit based in Philadelphia, PA. MAFTO’s mission is to foster and promote fellowship among our food and beverage industry members and raise money to donate to those in need, including food banks and scholarship programs. We supported that mission by executing membership research, driving event participation, and building the social media platform for MAFTO.
In March, the pandemic put a hold on virtually all our charity events for the first half of the year. MAFTO had a purpose, but now what? We needed to step up at the most challenging moment in our time. What were we going to do?
Shifting Gears to Respond to the Moment
Working on behalf of MAFTO as the Chairman of the Philabundance/MAFTO Care Package Program, the team at Ignite2X and I organized a new fundraiser that leverages membership in MAFTO, the community of brands and retailers in the market, and the marketing skills and resources of Ignite2X.
The Summer 2020 MAFTO Community Care Package Fundraiser helps support Philabundance, the area’s largest hunger relief organization and proud member of Feeding America, a nationwide network of food banks leading the fight against hunger in the United States. The goal of this fundraiser is to donate up to $100,000 to Philabundance, MAFTO scholarships, and other mission-driven charities while distributing food and other valuable items as a “Care Package” of supporting brands to local market consumers, non-retail businesses, and to those in need.
MAFTO is seeking donations from regional food, beverage, and consumer packaged goods brands to supply up to 2,000 units of a variety of non-perishable products, free goods, coupons, or gift cards to support the program. We believe the food industry has always stepped up in supporting food banks and local causes. We can all play a part by bringing together our friends in the food community to help Philabundance and people in need.
Why Philabundance? Philabundance is one of the Delaware Valley’s largest hunger relief organizations, driving hunger from our communities today and ending hunger for good. In 2019, it distributed more than 26 million pounds of food through a network of 350 partners, and partnerships with hospitals, schools, libraries, and other service providers. In other words, with the challenges facing our community today, Philabundance has needs that are greater than ever, and it will be exciting to work with them to ensure the success of this care package program.
We believe by infusing a broader sense of purpose into our business and supporting both MAFTO and Philabundance, we will motivate our team to lead in this community we share. Putting words into deeds means leading with our hearts and minds and leveraging our culture for the most impact.
Join Us in the Cause
Okay, here comes the request: Care to contribute to this very meaningful cause? The Community Care package program supporting Philabundance is accepting donations now. We are gearing up to make this the first of many annual Care Package Fundraisers and need your help. Contact me at [email protected] or 610-813-6215 by July 31st, 2020 or visit https://mafto.org/phlb.php for more details.
Chairman – Philabundance/MAFTO Care Package Program