Sometimes food is so good you just have to share. But in the social media age, this doesn’t usually mean two spoons for your dessert – these days, we tend to grab our phone to snap a “food selfie” for Instagram. Though the restaurant scene as we know it is changing, the food selfie is still going strong: With more free time at home, people are increasingly cooking and baking, and posting pictures of their creations online with hashtags like #homebake seeing a surge in popularity. Sharing images is a great way to connect with friends, but what if the posts on our social feed could actually feed those in need? This is exactly what an exciting new initiative from Whirlpool is setting out to achieve. With #TheFeedingPost project, for every picture of a recipe shared on Instagram with the hashtag, #TheFeedingPost and tagged @whirlpool_italia  or @whirlpoolfrance during one month, Whirlpool will donate a meal to local food bank. So, you can now get creative, post your pics and help feed your community, too!

Due to the Covid-19 pandemic, many people are struggling to make ends meet and afford food. This situation is requiring an extra effort from food banks to support charities and those in need. According to the European Food Banks Federation, 80% of its member organisations have experienced an increase in demand for emergency food assistance.

Last year, the Fédération Française des Banques Alimentaires in France supported 5,500 charitable organisations and provided food to 2 million people. Today, food banks are recording a 20% increase in food demand.
Last year in Italy, Fondazione Banco Alimentare Onlus supported 7,500 charitable organisations and provided food to about 1.5 million people. Today, food banks are recording a 20% increase and – according to Istat – almost one in three Italians is at risk of poverty.

With the #TheFeedingPost, Whirlpool will be supporting the European Food Banks Federation and its members in Italy and France. For every post shared on Instagram that uses the hashtag, #TheFeedingPost and tags @whirlpool_italia or @whirlpoolfrance, Whirlpool will donate the cash equivalent of one meal to local food bank, that will then distribute food to local charities across Italy and France, including soup kitchens and charities delivering food parcels to vulnerable people.


“We believe in what is best for mankind, the genuine concern for people and the planet. European Food Banks realizes the challenges ahead and the need for continuous evolution and adaptation of their modus operandi, which requires skills and resources,” said Jacques Vandenschrik, President, European Food Banks Federation. “For this reason, we are excited to see companies like Whirlpool helping to raise awareness around the need for emergency food assistance and creating engaging charity initiatives.”


“During this extraordinary time, many people have been trying to make the best of their experience – whether by expressing themselves through hobbies or seeking proactive ways to give back to their community,” explains Mariana Santos Rodrigues, Sr. Brand Manager Whirlpool & KitchenAid MDA for EMEA. “With #TheFeedingPost, we are creating a way to achieve both at the same time, while also feeding the huge appetite for entertainment and engagement with the outside world that people are fulfilling with social media. This campaign is also true to our dearest values at Whirlpool and during this challenging time for society, we are encouraging our customers and employees globally to act responsibly and work for positive change. Whirlpool’s innovative appliances have always allowed people to free up their time to achieve more. Now, we are inviting them to think about how they can use this extra time at home to do good for others.”

To take part in the initiative, post a food selfie on Instagram and make sure to include the hashtag, #TheFeedingPost and tag @whirlpool_italia or @whirlpoolfrance.