This week, vegan brand Califia Farms made a pledge to donate one million plant-based beverages to help frontline workers during the COVID-19 pandemic. Califia has already donated nearly 350,000 servings of its plant-based beverages since March 9, 2020 and will continue the initiative through December 2020. “Califia Farms is privileged to be part of an industry that can help alleviate even a small amount of the stress created by this pandemic by providing great-tasting, nutritious products,” Califia Farms Founder and CEO Greg Steltenpohl said. “We’re grateful to Feed the Frontlines NYC and other groups who quickly activated their network to help sustain our healthcare heroes and other vulnerable populations. By standing together as a community, we will emerge from this moment stronger and more resilient.”
Some of the donations will include Califia’s caffeinated beverages, which are in high demand among overworked hospital staff, to hunger-relief organization Feed the Frontlines NYC. “Our brave frontline responders and healthcare providers are working around the clock to fight this pandemic and care for those who have been affected,” Feed the Frontlines NYC Founder Luca Di Pietro said. “As you can imagine, many of them tell us they need ‘intravenous coffee’ right now and are excited to be receiving Califia’s drinks with their meals. It’s been a great partnership.”
Califia is also working with Feeding America, Los Angeles Regional Food Bank, Meals on Wheels, public school districts, and other partners to deliver beverages to those in need. The company is making donations to local coffee shops in New York City, San Francisco, Los Angeles and other cities and highlighting baristas on its social media channels to support small businesses.
During the COVID-19 pandemic, many vegan brands have stepped up to help those in need, including Beyond Meat (which is donating one million vegan burgers through its Feed A Million+ campaign); Amy’s Kitchen (which donated 150,000 meals to food banks); and Kate Farms (which is in the process of donating $1 million worth of meal replacements to vulnerable populations).