This episode offers an insightful look into Feed, a B-Corp brand that has successfully integrated a charitable mission with a viable business model. It explores the evolution of mission-driven brands, Feed's product diversification, and strategies for scaling social enterprises while navigating consumer demand and maintaining core values. Essential listening for entrepreneurs aiming to build impactful and sustainable brands.
Key takeaways
Understand that a mission-driven brand's business model can evolve significantly while its core mission remains constant, as Feed adapted from simple tote bags to a diverse product line and B-Corp certification.
Implement a flexible giving model, like Feed's fixed donation per product, which allows for consistent charitable contributions built into the product cost rather than a direct "buy one, give one" item exchange, enabling broader impact.
Strategically leverage partnerships, including wholesale and collaborations with other brands (e.g., Clarins, Ralph Lauren), to expand reach and diversify revenue streams beyond direct-to-consumer.
Prioritize transparency in your social impact by clearly communicating how purchases translate into charitable acts (e.g., "Feed 10 Bag provides 10 school meals") to build consumer trust and engagement.
Actively diversify product offerings beyond initial flagship items to adapt to changing consumer demands and market trends, as Feed did by moving into home goods and other accessories.
In the mid-2000s, you couldn't go anywhere without seeing someone carrying a Feed tote bag. The reusable tote bag, made of burlap and stamped with “FEED THE CHILDREN OF THE WORLD,” swept the fashion world which was just becoming familiar with charitable-focused brands.
Flash forward 15 years, and Feed is now a registered B-Corp brand that has provided over 126 million school meals to children in need. Alongside Toms shoes, Feed was an early brand to make a name for itself through a charitable initiative. While Toms gives away one pair of shoes to someone in need for every purchase made, Feed instead donates a fixed amount of money from each product sold, which is built into the cost of the product. For example, a purchase of the Feed 10 Bag helps provide 10 school meals for children in need. Feed works with two giving partners: the U.N. World Food Programme for global giving and No Kid Hungry for U.S. domestic giving. The dollar amount is donated by Feed to one or both of its giving partners, which then allocate and distribute meals through their network of governments, schools and relief workers around the globe.
“Our brand, products and business model have evolved with the times and consumer demand, but the mission hasn't changed,” said Lauren Bush Lauren, co-founder and CEO of Feed.
Over the years, Feed has expanded its assortment beyond its iconic tote bags to include home goods items like aprons and mugs, as well as wallets and crossbody bags. It has had partnerships in the past with beauty brand Clarins and also Ralph Lauren, via a capsule collection. In addition, it sold through Whole Foods and Target in its early years.
Glossy Podcast host Jill Manoff spoke with Bush Lauren about the ins and outs of Feed, including what role wholesale plays, how the company has focused on sustainability and whether the so-called rise of the conscious consumer has worked to the company's advantage.
What does this episode say about founder & leadership?
Understand that a mission-driven brand's business model can evolve significantly while its core mission remains constant, as Feed adapted from simple tote bags to a diverse product line and B-Corp certification.
What does this episode say about brand & content?
Implement a flexible giving model, like Feed's fixed donation per product, which allows for consistent charitable contributions built into the product cost rather than a direct "buy one, give one" item exchange, enabling broader impact.
What does this episode say about product & merchandising?
Strategically leverage partnerships, including wholesale and collaborations with other brands (e.g., Clarins, Ralph Lauren), to expand reach and diversify revenue streams beyond direct-to-consumer.
What does this episode say about dtc strategy?
Prioritize transparency in your social impact by clearly communicating how purchases translate into charitable acts (e.g., "Feed 10 Bag provides 10 school meals") to build consumer trust and engagement.
What does this episode say about founder & leadership?
Actively diversify product offerings beyond initial flagship items to adapt to changing consumer demands and market trends, as Feed did by moving into home goods and other accessories.
