Dieddenbach’s Potato Chips has announced that they will be partnering with VivaKids to help fight hunger around the world by reducing food waste.
“We are extremely excited about partnering with VivaKids organization, in conjunction with launching our new brand of kettle chips, called ‘UGLIES,’” said Nevin Dieffenbach, CEO of Dieffenbach’s Potato Chips.
The “UGLIES” brand is focused on reducing food waste to fulfill the purpose of feeding the hungry. As reported by National Geographic, “About a third of the planet’s food goes to waste, often because of its looks. That’s enough to feed two billion people.” The partnership with VivaKids aligns the purpose of our new brand with the purpose of VivaKids. “We believe there couldn’t be a better match,” said Dwight Zimmerman, VP of Sales and Marketing at Dieffenbach’s.
The concept of the “Uglies” brand goes back generations within the Dieffenbach Family. Mark Dieffenbach, the founder of Dieffenbach’s Potato Chips, would take potatoes from farmers that would otherwise be rejected for cosmetic reasons, and produce a product he called “Seconds.” This helped the farmers save on waste, and allowed the local residents to take advantage of a slightly less expensive product.
“Our partnership with VivaKids, goes beyond the monetary support we plan on giving. We plan on sending teams to help on the ground where VivaKids operates, making this a very personal experience for everyone at Dieffenbach’s,” says the CEO.
