New York—Many fashion stores sell Godiva chocolate at the cash wrap for a sweet impulse purchase. Now Godiva stores will be selling philanthropic FEED Bags for a stylish, feel-good fashion fix.
The Belgian chocolatier is kicking off its Lady Godiva Program, and Lauren Bush Lauren–whose philanthropic FEED Projects and FEED Foundation helps feed needy children around the world–is the first Lady Godiva National Honoree.
Launching in Godiva stores (like the swanky new Fifth Avenue flagship) and online in time for Mother’s Day, each purchase of a “FEED 10” bag will feed 10 children in cocoa-producing regions of Africa via the the United Nations World Food Programme (WFP).
Providing 400,000 School Meals
At a press event at New York’s ACE Hotel, Lauren Bush Lauren was on hand to introduce her latest project.
“I am honored to be the first Lady Godiva Honoree and thrilled to partner with Godiva on this project,” she said, explaining how she got the spark for FEED while traveling the world post-college with the WFP. “Partnering with a strong brand such as Godiva, FEED will be able to reach many children to give them the nutrition they need to learn and to grow.”
Godiva has pledged to donate 400,000 school meals through the sales of the FEED 10 bags. The bags are produced at Africa’s first Fair Trade Certified garment women-run factory in Liberia and made from locally sourced fabrics.
To date, FEED Projects and the FEED Foundation has provided over 60 million school meals to children living in 62 of the poorest countries in the world.
While Lauren Bush Lauren is the first national honoree, the program will also launch locally next year, inviting members of the community to nominate women who “exemplify the spirit of Lady Godiva through selflessness, generosity, leadership and giving-back to the community.” Winners will receive $1,000.
FEED Projects currently has programs at numerous retailers, such as these FEED 1 and FEED 3 bags at Lord & Taylor that benefit Guatemala.