The First Drop: A Time to Act

There’s so much trouble in the world. You don’t need Bob Marley to tell you that. And you don’t even have Toots Hibbert to tell you that anymore, in fact. I’m writing this a couple of days after Marley’s great contemporary passed away from complications related to COVID-19. I’m hoping that he and John Prine are working on songs somewhere, maybe with a couple of vodka gingers and the world’s longest funny cigarette.

We can hope, of course, but again, so much trouble in the world. As of today, as I write this, we’re 50 days until the election, the West Coast is on fire, COVID-19 isn’t going away but hunger is increasingly becoming an issue due to economic collapse, people are battling over the effects of systemic racism in wealth creation and entrepreneurship, and warnings abound that a majority of restaurants may close as winter approaches.

Additionally, more than 70 percent of students are now in full or partial remote learning situations — exacerbating inequality for the neediest groups. Halloween is likely next on the list of national cancellations, with the odd combination of the Hershey Co. and public health officials currently teaming up to try to save the one holiday that makes the return to school worthwhile.

Even worse, your friendly neighborhood beverage trade magazine editor hasn’t even touched on the subject of the beverage trades. Even here, you can’t look away from the careening car crash that is our present reality.

Now, I’m not going to get political beyond what loyal readers already know about me, which is that I’m an I-told-you-so knee jerk liberal who will almost always vote for any tax increase. But that’s me; that’s what I say, that’s what I do.

The question is, what do you say? What do you do? Actions do speak louder than words, and if you’re interested in actions, what is available?

As this is my column, I’ve got a few suggestions:

First of all, that election is soon. So no matter which side you’re on, it’s important to uphold democracy. Give your employees time off to vote. Give them the chance to work the polls, if they’re young enough and low-risk enough. Whoever is president next year is going to have to deal with the fallout of everything discussed above.

Some industry friends recently came up with at least a few suggestions under a movement we’re collectively calling Grow the Vote:

• Engage in discussion with your peers on what they are doing to support voting.
• Provide paid time off for voting or working the polls.
• Post your state guidelines for all to see on how to vote early or by absentee ballot.
• Encourage voting through sharing links in your social media that help people find the answers they need, including action items they can take to engage.
• Be inspired and inspire others to be part of the solution.

Second, let’s get involved.

Fires: It’s easy to be paralyzed by the pain and destruction around us, but action helps us get better. LifeAid co-founder Aaron Hinde lost his home in one of the fires raging around Santa Cruz this August, but he hasn’t lost hope. He marshalled his team and the Santa Cruz community to start a GoFundMe campaign for survivors and the displaced in the area. To help, donate to Santa Cruz Fire Aid on GoFundMe or in other regions to the American Red Cross, or just plain give blood — that’s another resource that’s starting to be stressed during the pandemic.

Hunger: Brands are so good about donating products to areas and groups that need help. But it’s hard to truck brands to international locations — donations to the United Nations International Children’s Emergency Fund (UNICEF) can help fight hunger worldwide. As beverage makers, you’re all masters of distribution, but when it comes to distribution of hunger aid, in the U.S. no one does it better than Feeding America, the nation’s largest domestic hunger relief organization, which helps to get food to more than 200 food banks, 60,000 food pantries, and millions of Americans who are now fighting hunger amidst the pandemic.

Systemic Racism: Whether or not you’re interested in protests, here’s the issue — minorities are vastly underrepresented as founders, board members, executives, and investors in the food and beverage business. They receive less media attention, have less access to capital, and are also fighting their way uphill in an economy and a democracy that is designed to work better for white people. Whether or not you agree with the structural notion engendered within the concept of systemic racism, there are still organizations you can support that are designed to create better opportunities for success for minorities and for women alike. Check out new networking/mentoring/social event organization Project Potluck, which is building a deeper bench of minority entrepreneurs and employees.

Restaurant Workers: if Guy Fieri could help, so can you. Fieri — owner of one of the worst-reviewed restaurants of all time — used his bully pulpit this summer to raise more than $21 million for restaurant workers. There are a number of national resources based around funneling more money to restaurants and their employees, including the Southern Smoke Foundation and the Restaurant Workers Community Foundation. Your money can help — and rebuilding food service is a way to help rebuild a key channel for you, as well.

We know you can’t do anything to send kids back to school. Helping hunger organizations remains a big way to assist with education, however, as school lunches have fast become support organizations fighting hunger through backpack programs and other aid disbursements. Again, local food pantries are the key here. But beyond that, for students, there’s one other thing we can do, and it ties in with Halloween. Let’s donate to UNICEF collectively, just like we used to carry those little boxes around. Sometimes giving aid is the best trick — and treat — there is.