New year’s resolutions often revolve around trimming waistlines – a goal that Whole Foods Market, with their organic food options, could likely help Americans reach. But the food retailer has set its own resolution to help nonprofit food organizations, and this is a goal Facebook users can help it reach.
Whole Foods Market has launched a Facebook application called "This is My Year to…" that gathers support for three nonprofits dedicated to developing organic gardens and feeding those in need. Their efforts will help support the U.S. Department of Agriculture’s goal to make more than 90 percent of the U.S. population food secure in 2010. This is an ambitious goal as 14.6 percent of Americans – or 17 million households – were food insecure in 2009.
The Facebook contest will directly benefit three organizations that provide healthy food options to as many Americans as possible. One organization – Growing Power – is committed to providing equal access to affordable food. It offers assistance in developing food communities and tries to distribute food in a sustainable manner.
The Non-GMO Project is dedicated to ensuring the sustainability of farms that do not produce genetically modified products, and Mission Organic 2010 helps create farming jobs to meet the demand for organic food. Both organizations hope to put rural residents – who are at the greatest risk for food hunger – in more economically secure positions while simultaneously increasing the amount of food available to Americans.
To participate in "This is My Year to…" Facebook users can download the application and vote for their favorite charitable food organization. Each nonprofit will receive $10,000 from Whole Foods Market, but the winning organization will receive an addition $10,000 prize.
The campaign, which runs through January, highlights a major shift in charitable giving this year. Even as charities report that donations fell this year, online giving and third-party giving through social media have skyrocketed.