For years, this category has leaned on heartbreak Heavy images. Heavy guilt. Heavy sighs. But when Canadian food banks started facing a real drop in support, one thing became clear: making people feel bad wasn’t making them act.

So we flipped the script. Instead of pulling at heartstrings, we lit a fire.

Borrowing the raw, chest-thumping energy of the sports world, we hijacked a familiar acronym and gave it a new purpose. LFG became Let’s Feed Greatness. The platform reframed hunger not as a moment of pity, but as a collective opportunity. An invitation to unlock what we’re all capable of together.