Introducing the #GiveFromTheCart Challenge: Turn Your Groceries Into Good

Today we’re pleased to announce the #GiveFromTheCart Challenge, a giving campaign to benefit Feeding America® and fight rising hunger in the wake of COVID-19. The #GiveFromTheCart Challenge invites consumers to turn their grocery cart into good by donating the value of their last grocery cart — or any amount they wish — to Feeding America to support communities struggling with growing food insecurity. From today through August 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.

To spark a #GiveFromTheCart Challenge social movement, Instacart also invites consumers to help raise awareness about growing hunger by creating a #GiveFromTheCart heart out of their groceries, snapping a pic and sharing it on their social channels.

We’re honored that professional athlete, businesswoman, and activist Serena Williams and her family have teamed up with Instacart to kick off the #GiveFromTheCart Challenge by making the first donation of the campaign, donating 50,000 meals to Feeding America and sharing her own #GiveFromTheCart grocery heart with her more than 12 million Instagram followers.

“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.”

“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.”

Join the #GiveFromTheCart Challenge & turn your groceries into good

1. Donate and Instacart will match: 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.
2. Create and share a grocery heart: Next we’re 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.

Instacart has been a Feeding America Supporting Partner since 2018, and supports the organization via its Instacart Serves social impact program. Instacart Serves aims to nourish its communities by helping to remove barriers to food access and enriching the lives of communities facing hunger. Instacart supports these communities through an annual volunteer week of service, grocery donations, disaster relief, and giving campaigns.

In June 2020, Instacart donated 2 million meals* to the Feeding America member food banks that support the ten counties with the highest food insecurity rates in the nation. Communities of color are disproportionately impacted by hunger, and the ten counties with the highest food insecurity rates in the nation are at least 60% African American.

*$1 helps to provide at least ten meals secured by Feeding America® on behalf of local member food banks

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Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.