In the footsteps of other chocolate giants such as Cadbury, Godiva is the most recent chocolatier to launch a global cause initiative. The Lady Godiva Program, Godiva’s first ever global cause marketing initiative, is designed to recognize women who contribute to their communities and inspire others to do so, as well.
Lauren Bush, co-founder of FEED projects, is the first honoree to receive this award. FEED Projects and the FEED Foundation provide school meals to children in 62 countries around the world through the UN World Food Programme school feeding program. Godiva has also created a partnership with FEED that will continue into 2013, at which point a new honoree for this award will be chosen.
As part of this partnership, Godiva is offering “FEED 10” tote bags for sale at Godiva Stores and online. For each bag that is purchase, 10 school meals will be funded for children in African cocoa-sourcing countries. The bags themselves are created by women in Liberia. Godiva is offering additional special deals to support FEED.
In addition to the award, the company has launched an online community that encourages women in the United States to nominate women in their communities to receive local awards. These awards will include a donation of money towards the honoree’s community cause of choice.
Godiva states that they will be further expanding their localized program to other regions globally.