Sometimes food is so good you just have to share. But in the social media age, this doesn’t usually mean two spoons for your dessert – these days, we tend to grab our phone to snap a “food selfie” for Instagram. Though the restaurant scene as we know it is changing, the food selfie is still going strong: With more time spent at home in the past months, people’s interest in cooking and baking increased a lot and posting pictures of their creations online with hashtags like #homebake saw a surge in popularity. Sharing images is a great way to connect with friends, but what if the posts on our social feed could actually feed those in need? This is exactly what the initiative from Whirlpool is setting out to achieve. With #TheFeedingPost project, for every picture of a recipe shared on Instagram with the hashtag, #TheFeedingPost and tagged @whirlpool_italia, Whirlpool will donate a meal. So, you can now get creative, post your pics and help feed your community, too!
Why does Whirlpool care about food access?
At Whirlpool Corporation, we believe great communities are the foundation of great business and as a major appliance manufacturer in the world, we consider families our primary stakeholders. For this reason, our mission is to improve the quality of families’ lives by addressing their crucial and social needs and expectations.
With this in mind, and considering that the kitchen is the heart of our business, we have set our global corporate social responsibility strategy based on three pillars – the first one being “Food Access and Food Saving”. We work together with the communities in which we operate with the constant commitment of ensuring access to food opportunities and promoting food saving in households.”
– Silvia Mochetti, Whirlpool EMEA Corporate communication and CSR specialist
Why did Whirlpool decide to invest in this initiative with European Food Banks Federation – FEBA ?
Due to the Covid-19 pandemic, many people have been struggling to make ends meet and afford food. Through this campaign, we wanted to help address this need in the best way possible, while also leveraging the recent trend of people’s increased at-home cooking during the pandemic.
The European Food Bank Federation (FEBA) has been a trusted partner of Whirlpool since 2017 and therefore was a logical choice for us to proceed, as we know their work has a big impact on our local communities. According to research by FEBA, 80% of its member organisations supporting those in need have experienced an increase in demand for emergency food assistance during the pandemic. In France and Italy, FEBA members registered an increase of about 20%. As a result, we not only know that FEBA has the capability to deliver the right support where and when it is needed, but also that its members are in urgent need of assistance. We are therefore very happy to have FEBA as a partner for this important project, as it ensures we are being guided by the experts to direct our efforts in a responsible way that achieves the greatest impact.”
– Mariana Santos Rodrigues, Sr. Brand Manager Whirlpool & KitchenAid MDA for EMEA
With the #TheFeedingPost, for ever
Take part in the initiative and join Whirlpool in spreading the word to support our local communities! Remember to also tag @aiesecitalia to show our strength together!