News

NY NOW and Gift for Life will partner to raise funds for World Central Kitchen through the market’s Floor to Store exclusive installation (booth #2859) Feb. 6-9, at New York City’s Jacob K. Javits Center.

“NY NOW is a long-standing Gift for Life partner and we appreciate their willingness to innovate to develop creative new ways to engage their audience with our efforts,” said Cole Daugherty, chair of the Gift for Life board. “NY NOW’s Floor to Store donation program is a fantastic way to launch into our 2022 fundraising efforts for World Central Kitchen.”

Floor to Store

Modeled after a brick-and-mortar storefront, Floor to Store will showcase 50 top gift and stationery brands, buyers and sellers who donate a minimum of $10 will qualify to win a gift box of display curator Amy Loewenberg’s favorite products from the installation. Donations are accepted onsite at NY NOW via a scannable QR code or online at https://donate.wck.org/NYNOW.

“I have had a cherished connection to Gift for Life for nearly a decade and am a proud supporter and advocate of their charitable efforts,” said Amy Loewenberg, senior relations manager and Floor to Store curator for NY NOW. “The Floor to Store Exclusive is a representation of any Main Street store.  We peek through the shop windows, and we’re intrigued. We’re compelled to enter, where our senses are immediately tickled through an abundance of colors, textures, sounds, and smells that all speak our language. We know it will draw in buyers who want to discover, explore and be inspired by leading Stationery + Gift brands. And we hope the opportunity to win a collection of featured products will compel many donations.”

About Gift for Life

Gift for Life, the industry’s sole charitable organization, raised more than $100,000 in 2021 between market week fundraisers and special events. The bulk of donations were directed to World Central Kitchen’s Restaurants for the People program, which meets critical needs on two fronts: buying meals directly from restaurants and delivering them to Americans who need help – in 400 cities across 35 states.

About World Central Kitchen

Founded in 2010 by Chef José Andrés, World Central Kitchen (WCK) uses the power of food to nourish communities and strengthen economies in times of crisis and beyond. In 2020, with COVID-19 straining traditional food security safety nets like school feeding programs, city services and food banks, WCK pivoted to safely distribute individually packaged, fresh meals in communities that need support and launched the Restaurants for the People program to scale nationwide. This program meets critical needs on two fronts: buying meals directly from restaurants and delivering them to Americans who need help. To date, the program has worked with 2,500 restaurants to serve over 12 million restaurant meals and have disbursed more than $135 million dollars directly to restaurants owners in 400 cities across 35 states. For information, visit www.wck.org.