Since 2007, World Hunger Relief has raised almost $85 million
for WFP and other organizations, providing 350 million meals that
have helped save millions of lives. This year, we are directing the
first $1 million from the program to help WFP feed those in urgent
need of food assistance in the Horn of Africa.
I've been involved with hundreds of marketing efforts during my
career. However, nothing has been more powerful than partnering
with WFP and launching World Hunger Relief, which began as a way to
mark Yum Brands' 10th anniversary. We decided to align our global
system around a large-scale crisis that we could address to help
make the world a better place.
As the the world's largest restaurant company, we felt it was
our privilege and responsibility to expand our hunger relief
efforts outside the U.S. We decided to partner with WFP because it
is the largest humanitarian agency fighting hunger worldwide.
Global hunger is an incredibly complex problem, affected by
natural disasters, conflicts, poverty, poor agricultural
infrastructures, high food prices and over-exploitation of the
environment.
So how have we taken this complex challenge and made our efforts
"simple" for customers and employees to embrace and
participate?
We are leveraging the scale of our 38,000 KFC, Pizza Hut and
Taco Bell restaurants in 117 countries, marketing power and
employee volunteerism to fight hunger and save lives.
To start, World Hunger Relief is all about fighting hunger, not
marketing products. We've made it clear to consumers how they can
help combat hunger, no purchase necessary. We raise awareness of
the issue with more than 115 million people who walk through our
doors weekly, and call attention to the hunger crisis to millions
more visiting our websites, including www.FromHungertoHope.com.
Using our global system, we generate the equivalent of nearly
$50 million in awareness of the hunger issue through PSAs,
advertising, public relations, social and Web-based communications,
and in-restaurant posters. We've raised significant global
awareness through our partnership with international superstar
Christina Aguilera, who is appearing in a new global PSA,
restaurant posters and online efforts. Our chairman-CEO, David
Novak, also appears in a PSA for World Hunger Relief that aims to
reach the business community.
Additionally, we've empowered our 1.4 million associates around
the globe to generate awareness and raise funds for World Hunger
Relief through various initiatives -- from hikes for hunger in the
U.K. to bicycle races in China. I'm especially proud that our
associates, franchisees and their families have volunteered 21
million hours and counting at hunger relief agencies, food banks,
soup kitchens and other organizations since the campaign began.
David, other senior executives; franchise leaders from KFC, Pizza
Hut, Taco Bell and Yum Restaurants International; and I have also
traveled to Haiti, Guatemala, El Salvador, Nicaragua and most
recently Honduras to help WFP relief efforts and see that good work
in action.
Yum also addresses hunger across the U.S. through our Harvest
program. Since its debut two decades ago, Harvest has become the
largest prepared-food donation program in the world. Through
Harvest, Yum has donated more than 125 million pounds of food,
valued at more than $500 million, to those Americans at risk of
hunger.
Our vision for World Hunger Relief is to give every employee,
franchisee and customer the opportunity to help leave the world
better than we found it by truly making an impact on this global
crisis. I urge you to join us in the movement to end global hunger.
Every dollar raised will go directly to WFP's operations to fight
hunger around the world. Just $1 provides four meals for hungry
people who desperately need our help. Please visit www.FromHungertoHope.com.
Jonathan Blum is chief public affairs officer,
Yum Brands.