Two Brooklyn-based ethical food organizations are teaming up to feed the hungry. Kosher pastured meat company Grow and Behold Foods is donating 5% of retail sales between February 11—24 to Masbia, the kosher soup kitchen.

This campaign comes in the lead up to the holiday of Purim, which is the most charity focused holiday in the Jewish calendar, when according to Jewish teaching everyone needs to give charity.

Customers purchasing their meats for their holiday celebration will also be fulfilling the holiday’s tradition of matanos l’evyonim,” the tradition of giving to charity.

Grow and Behold hopes that people will patronize their brand when doing their holiday shopping and thereby also help out the Masbia soup kitchen. This campaign comes at a time of particular need, as numbers are up at each of the soup kitchens in the network. In January, Masbia saw a 15-40% increase in the number of hot dinners served, and a 350-550% increase in the number of take-home grocery packages they distributed from January 2012.

Further plans are in the works for a Passover campaign in March to enable customers to purchase meats that will be included in care packages distributed directly to those in need.

Masbia soup kitchen network, with the help of the Metropolitan Council on Jewish Poverty and UJA Federation, runs three soup kitchens throughout New York City, serving 500 hot, nutritious meals every evening to hungry men, women, and children. Masbia soup kitchens are open five days a week and also provide weekend packages that include prepared and raw foods for people to take home for the weekend. “As a soup kitchen, we need both donations of food and financial support to help us keep our doors open so we can continue feeding hungry New Yorkers five days a week,” said Alexander Rapaport, executive director of Masbia.

Grow and Behold Foods sources ethically-raised animals from small family-run farms, many of them Amish. Their products are available for sale online and are shipped across the country and delivered in the NY metropolitan area.

“We are all about ethical food, and there is no better way to express this than by sharing with the needy,” said Naftali Hanau, CEO and founder of Grow and Behold. “What better time to do this than on Purim, and we couldn’t have found a more deserving charity than Masbia.” v


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