Diageo-owned Canadian whisky brand Crown Royal has launched its second annual Purple Bag Food Drive with hunger-relief charity Feeding America. Volunteer events will take place in New Orleans, Phoenix and Dallas this November, alongside the Crown Royal Rig’s visits to football communities.
Crown Royal will also donate $15,000 (£11,160 / ₹1.42 million) to Feeding America. The money supports the charity’s network of more than 250 food banks.
The brand will also match eligible public donations dollar-for-dollar up to $10,000 (£7,440 / ₹945,000). The donation page is open until November 30.
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READ THE STORYFeeding America says each dollar helps provide at least 10 meals. A fully matched $25,000 (£18,600 / ₹2.36 million) could help provide at least 250,000 meals.
At each event, volunteers will pack food for local distribution. Crown Royal will also give $5,000 (£3,720 / ₹472,500) to each partner food bank.
The drive begins on November 6 in New Orleans with Second Harvest Food Bank of Greater New Orleans and Acadiana.
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Phoenix follows on November 20 with St. Mary’s Food Bank Alliance, the world’s first food bank. The final event takes place in Dallas on November 24 with North Texas Food Bank.
James Valdes, Crown Royal director, said: “Generosity is part of who we are at Crown Royal. Over the years, we’ve supported military members, hospitality workers and small businesses through initiatives including the Purple Bag Project and Crown Royal Generosity Fund.”
He added: “Football and the season of giving share rituals that bring people together, and generosity is an important part of that.”
“Through our partnership with Feeding America and several of its member food banks, we’re inviting communities to help neighbors facing hunger, whether they’re volunteering alongside us or contributing from home.”
Milt Liu, president and CEO at St. Mary’s Food Bank, said: “The season of giving is a reminder of the connection that food can create, but neighbors facing hunger need support throughout the year.”
Liu added: “This partnership will help support our work while inviting people to contribute their time and resources to their communities.”
