G.F.F. launches bread art, food aid initiative

by Josh Sosland
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RIDGWAY, COLO. — Working with Ted Allen, host of "Food Detectives" on the Food Network, the Grain Foods Foundation has launched an initiative to raise money to combat domestic hunger while drawing attention to bread.

The Bread Art Project allows consumers to create a personalized piece of bread art, at no cost, by uploading a favorite drawing or photo, or designing a new one using a digital slice of bread as the canvas.

The effort is supported by digital and social media, including Twitter and Facebook. The Facebook fan page encourages friends to become fans of the Grain Foods Foundation and allows users to share their bread art.

The Grain Food Foundation will donate $1 to Feeding America for each piece of bread art created. The foundation said each dollar will provide seven meals or four bags of groceries to food bank clients. The group said 25 million individuals are served by food banks and that up to 1 million lbs of food will be contributed.

Mr. Allen said the initiative combines three of his passions — food, art and philanthropy.

"The diversity of those affected by the hunger epidemic is astonishing, and it is an honor to be participating in such an extraordinary campaign to help our neighbors in needs," he said.

The project was promoted with banner advertising beginning March 23 on AllRecipes.com, Epicurious.com, FoodNetwork.com and MyRecipes.com. Additionally, a public service announcement will be distributed to various magazines for publication in 2009. Kroger Co., a G.F.F. member, will promote the project with point-of-sale materials in its 2,500 locations in April and May.

Mr. Allen will conduct a national publicity tour for the G.F.F. in concert with the project, promoting the nutritional value of grain-based foods as a requisite staple in kitchen pantries and grocery shopping bags, particularly during difficult economic times.

In connection with the hunger-relief effort, Mr. Allen will deliver and help unload thousands of loaves of bread provided by Bimbo Bakeries USA. The first delivery will be at the Yorkville Common Pantry in New York. Additional deliveries will be made to the city’s largest hunger-relief organization — City Harvest and the Food Bank for New York City.

Bread art from around the country may be viewed at the G.F.F. web site — gowiththegrain.org.

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