Frontline Impact Project, an initiative bringing together 44 businesses to provide resources to healthcare workers and first responders, has announced it is scaling-up capacity.
The project, which was started by charitable organisation The Kind Foundation in consultation with Project N95, is connecting thousands of institutions with enterprises donating food, beverages, lodging, personal care items, virtual fitness classes, and mental health services.
Launched a month ago amid the Covid-19 pandemic, it serves as a centralised platform for companies to funnel resources to qualified institutions, which can otherwise be ‘overwhelmed by individual inbound offers for aid’.
Among the companies collaborating with the project are Unilever, Mars, Nestlé and Keurig Dr Pepper. Further donations have come from Saffron Road, Justin’s, and Hint Water, and as more partners have come on board, Frontline Impact Project is poised to scale its impact.
The initiative is said to have reached more than 180,000 people so far – predominantly staff of hospitals, nursing homes, and outpatient medical practices – and to have stewarded resources across 35 states.
Food is reportedly the most requested item on the platform, but there is also growing demand for personal care items, particularly products to treat the effects of wearing a face mask and constant hand-washing.
Daniel Lubetzky, founder of Kind, the snacking company behind the charitable Kind Foundation, said: “Our healthcare workers and first responders have needs ranging from proper nourishment to self-care that will only grow in the coming months.
“As more partners come together to offer diverse resources, we will be better equipped to support frontline heroes and show our gratitude in small ways.”
Adnan Durrani, founder and CEO of Saffron Road, added: “At the start of the Covid-19 crisis, we swiftly began outreach to several organisations and healthcare facilities and discovered many were not able to accept or safely store large quantities or frozen shipments of our meals.
“The platform and matching process greatly simplified our efforts and amplified our charitable work to seamlessly reach thousands of providers.”
Over the past couple of months, many companies have taken steps to provide support and relief to those most affected by Covid-19. Some of these have focused on providing benefits for key workers on the frontline of the pandemic, while others have channelled food and monetary donations to the population at large.
© FoodBev Media Ltd 2021
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