Separating the Wheat from the Chaff

Established in 1979 as Second Harvest, the hunger-relief organization began with a humble thirteen food banks and 2.5 million pounds of food distributed. Since then, it has grown to a network of 200 food banks across the U.S. distributing 2 billion pounds of food. Around 1999, Siegel + Gale, working pro-bono for the organization, helped articulate its mission, added the word “America’s” to emphasize its commitment to the whole country, introduced the tagline “Ending Hunger” and they created the tablecloth logo. This month, America’s Second Harvest changed its name to Feeding America.Despite a 30-year legacy of fighting hunger, America’s Second Harvest has been confronted with low awareness among the general public, and a broader misunderstanding of