The FoodBank of Monmouth and Ocean Counties gets a new identity
NEPTUNE — More than 130,000 food insecure residents of two coastal New Jersey counties have a new name helping them fight hunger.
Following a year-and-a-half journey of market research and interviews, The FoodBank of Monmouth and Ocean Counties has changed its name and will do business as Fulfill, noting hunger can't be remedied with emergency food alone.
"This is not a departure from the history and the positive legacy that the FoodBank has," executive director Carlos Rodriguez said during a Tuesday morning unveiling of the organization's new identity. "We're doing more to win against hunger. We are working to fulfill the greatest needs of our neighbors who are hungry."
Beyond distributing more than 12 million meals on an annual basis, through a network of 300-plus feeding partners, Fulfill programs also include mobile and pediatrics pantries, free tax preparation, assistance with healthcare and SNAP enrollment, and culinary job training and placement.
"These are hunger-fighting strategies that help shorten the food line, while at the same time adding to the bottom line of families in need," Rodriguez said.
Rodriguez said a "very busy year ahead" will include the distribution of mailers, advertisements and public service announcements to notify residents of the name change. They will keep the FoodBank name alongside Fulfill for up to two years in order to ensure a smooth transition for the public.
Rodriguez said the name change — which was unexpected at the start of the process — was the product of 18 months worth of research aimed at better communicating the many ways the organization is working to end hunger in the community.
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