Like many of our members, Vita Coco has seen an increase in sales due to customers stocking up on its beverages as a result of the quarantine. Instead of turning these proceeds into profit, Vita Coco is donating $1m to Feeding America and No Kid Hungry over the next few months that will help feed children in the absence of school-provided meals in the most vulnerable communities. Vita Coco CEO and co-founder Michael Kirban is challenging other business who are similarly benefiting from surging sales to reinvest their incremental profits into relief efforts as well, saying “It’s been really jarring seeing the business benefit from rapid growth amidst a growing global crisis. I feel that it’s our responsibility as a business to do what we can to help support people who need it most, while we’re in the position to do so.”