Justin’s, a renowned leader in the category, celebrated for crafting delectable, authentic food products that make a positive and meaningful impact on the world, has unveiled the #JustinMyLunch campaign. This initiative is aimed at highlighting the critical need for nutritious food during the often-stressful back-to-school season. According to the USDA, more than 34 million people in the U.S., including 9 million children, faced food insecurity in 2021. This translates to one in eight kids experiencing food insecurity, which can hinder their performance in school and beyond.
In collaboration with their long-time partner, Conscious Alliance, a Boulder-based organization dedicated to delivering food and essential goods to economically isolated communities across the country, Justin’s is stepping up during September Hunger Action Month to offer some relief. The company is working to alleviate the pressure on parents while also providing direct support to food security initiatives.
The #JustinMyLunch digital campaign invites consumers to take part by sharing the reality of their daily lunch-packing routines on Instagram. For every image posted using #JustinMyLunch, Justin’s will donate one 12oz jar of Justin’s® almond butter, valued at $8.99 SRP each, to Conscious Alliance, with a cap of 5,000 jars in total. Those who share their posts from now until October 5, 2023, will also have the chance to win daily giveaways of lunch box essentials, valued at $200, which includes Justin’s® products.
To further engage the community, Justin’s has teamed up with maternal wellness advocate Libby Ward of Diary of an Honest Mom (@diaryofanhonestmom), who will be sharing her own lunch-packing experiences. Sharing Ward’s post is another way to enter the #JustinMyLunch daily giveaway and contribute to almond butter jar donations.
Penny Andino, Vice President of Marketing at Justin’s, expressed the company’s commitment to ensuring everyone has access to nutritious food, emphasizing their 15-year partnership with Conscious Alliance and their joint effort to combat hunger, especially during these critical times.
In 2022, 49 million people relied on food banks and community programs to secure meals. Justin’s and Conscious Alliance share a commitment to addressing hunger, with Justin’s contributing through product donations, employee volunteer time, and monetary support. This year, Justin’s will donate over $90,000 in combined monetary support and products to Conscious Alliance to help feed families.
Justin Levy, Executive Director of Conscious Alliance, praised the enduring partnership, emphasizing that it goes beyond raising awareness and represents a dynamic collaboration between natural product brands and their supporters. Together, they are ensuring families have nourishment throughout the year, extending beyond the back-to-school season.
The back-to-school period can be stressful, especially for parents tasked with packing lunches for picky eaters. Eight out of ten parents experience back-to-school anxiety, with three in five stressed by the prospect of packing lunches again.
Frances Largeman-Roth, RDN, New York Times best-selling author, nationally recognized health expert, and partner of Justin’s, emphasized the importance of packing nutrient-dense snacks for school lunches and after-school munchies. She highlighted almond butter as a convenient, delicious source of plant protein and vitamin E, with one 2-tablespoon serving of Justin’s® almond butter providing 6 grams of plant protein and 3 grams of fiber.
The #JustinMyLunch campaign is the latest initiative in Justin’s ongoing efforts to contribute to a healthier and more resilient food system. This includes collaborations with various food-security and pollinator organizations.
About Justin’s:
Founded in 2004 by health enthusiast Justin Gold, Justin’s offers a wide range of naturally delicious, high-quality nut butter, USDA-certified organic nut butter cups, and plant-based snacks. Justin’s is known for its delightful taste, unique grind texture, and convenient nutrition. To learn more about how Justin’s is working to create a community passionate about improving the world’s food resilience, visit Justins.com and their social media channels.
About Conscious Alliance:
Established in 2002, Conscious Alliance is a national 501(c)(3) nonprofit hunger relief organization that brings together bands, brands, artists, and fans to support communities in crisis. Over the past 21 years, the organization has evolved from a grassroots effort into a well-organized, joy-spreading entity committed to reducing food waste and ending hunger in underserved communities. They have provided more than 12 million meals to date.
