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FEED Projects was started in 2007 by Lauren Bush, an honorary spokesperson for the United Nations World Food Programme, and Ellen Gustafson, a former United Nations Communications Officer. FEED Projects sells FEED bags and a portion of each bag is donated to the United Nations World Food Programme to feed children around the world.
Bush came up with the idea of a FEED bag while in college at Princeton University. Intended as a fundraiser for the UN World Food Programme, FEED Projects has grown rapidly since its founding. FEED bags have been supported by many different celebrities, including Marcia Cross, Ali Larter, and Elizabeth Berkley. Gustafson and Bush also co-founded the FEED Foundation, a 501c3 non-profit with the mission of raising awareness and funds to ensure nutritious school meals for all children as a first step toward improving the global food system.
Currently, there are five FEED products available for purchase in the United States. The FEED 1 bag provides one child with a year's worth of meals, the FEED 100 bag provides 100 meals to school children in Rwanda, the FEED 2 bag provides two children with a year's worth of meals, and the FEED bears, coming in FEED 3 and FEED 5, provide Plumpy'nut, an energy dense food paste, to 3 and 5 children respectively in the East Asian region. The FEED 2 bag, the FEED bears, and the FEED 100 are available through their online store. The FEED 1 bag is available exclusively through Amazon. The FEED 100 bag is also available at Whole Foods Market stores. FEED Projects and Whole Foods hope to sell enough bags to fund WFP's entire operation in Rwanda for the year 2008. The FEED 2 Kenya bag is available exclusively at Bergdorf Goodman. Each burlap and masai fabric bag is handmade and beaded in Kenya and provides 2 children with school meals for one year.
FEED bags are sold in a variety of models, including duffel bags, backpacks, and totes.
In 2012, FEED Projects is listed as a partner of the (RED) campaign, together with other brands such as Nike, Girl, American Express and Converse. The campaign's mission is to prevent the transmission of the HIV virus from mother to child by 2015 (the campaign's byline is "Fighting For An AIDS Free Generation").