After one of the company’s co-founders lost his home to the wildfires currently ravaging California, LifeAID Beverage Company is now calling on the business community to support the Santa Cruz community impacted by the blaze, which has now displaced roughly 100,000 people throughout the state.
LifeAID co-founder and president Aaron Hinde announced on Instagram last week that his Santa Cruz home was completely destroyed by the fires. Hinde and his family are safe and no injuries were reported. However, the fires in the area are not yet completely contained and other homes– including that of LifeAID CEO Orion Melehan — are still at risk, according to the company.
The brand is now working to rally the beverage community to help Hinde’s displaced neighbors in Santa Cruz, as well as firefighters and wildlife rescue groups, through a GoFundMe campaign.
“I love Santa Cruz,” Hinde said in a statement to BevNET. “Orion and I grew up in this community and have raised our families here. Even during a rollercoaster year of Covid and business ups and downs, I’ve found my grounding in my day to day life in this beautiful community surrounded by nature. The loss of my own home and property is weighing heavy on my heart, but the weight of that same loss for my entire community is something I am still getting my head around.”
Other food and beverage brands have taken to social media to promote the campaign. In an Instagram post, OLIPOP CEO Ben Goodwin — who lives near the evacuation zone — encouraged donations and said the brand will donate product to local shelters. Better Booch, Joywell Foods, Battle Bars and Encore Consumer Capital have also supported the campaign.
In addition to financial aid, LifeAID will also be collecting clothing, non-perishable packaged food and supplies including toiletries, lip balm, sunscreen, hand sanitizer, face masks, pillows and bedding, towels, plastic tarps, tents, storage bins, batteries, pet carriers, backpacks and luggage, reusable water bottles and children’s games and books.
LifeAID employees will be delivering donated supplies directly to multiple locations throughout Santa Cruz.
Items can be mailed directly to:
LIFEAID
Attn: SC Fire Aid
2809 Mission St
Santa Cruz, CA 95060
Before shipping donations, please email team@lifeaidbevco.com first.