Cultured Dairy

Lifeway Foods launches Giving Tuesday initiatives

The kefir maker also released a holiday commercial to spread the message of resilience and love.

Lifeway Foods Inc., a Morton Grove, Ill.-based supplier of kefir and fermented probiotic products to support the microbiome, said it is kicking off this holiday season with the release of its holiday commercial and Giving Tuesday initiatives.

Lifeway is spreading the holiday message of resilience and love through the release of its latest commercial. The inspirational holiday spot was created to encourage positivity through the end of the year, the company said. View the full commercial here.

“This season, the need to pull together as a community and support each other is greater than ever,” said Lifeway CEO Julie Smolyansky. “We’re ramping up production to support the increased demand at retail, as well as additional product for giving initiatives. We want everyone to enjoy a safe and meaningful holiday season, and want to do our part to support the mental and physical health of our communities, which is why we have now donated over 250,000 servings of Lifeway kefir this year.”

Lifeway said it will be making monetary contributions to the National Suicide Prevention Lifeline and Meals on Wheels Northern Illinois in an effort to support both mental and physical health this holiday season. The company will also continue to give back by donating more than $30,000 worth of product to food pantries and nonprofit organizations this holiday season.

Lifeway said it will be donating products to the following organizations and encourages others who are able to do the same: Meals on Wheels, Northeast Illinois; Meals on Wheels Chicago; Greater Chicago Food Depository; Lakeview Pantry; The Love Fridge; Grocery Run Club; Food Not Bombs; My Block, My Hood, My City; Common Threads; Irving Park Food Pantry; El Valor; and 360_Nation.

This Giving Tuesday, Lifeway will also sponsor Chicago’s City Clerk Anna M. Valencia’s 4th annual Women of Worth event. This event supports women and mothers across Chicago in need to bring them cheer throughout the holiday season. Lifeway said it will be supporting 60 mothers in need with a packed cooler of products and a $50 gift card to Midwestern grocery chain Mariano’s.

“We’re so thankful to have the support of Lifeway for our 4th annual Women of Worth event,” said Valencia. “We know this year has been particularly tough for our city and its families. It’s because of the generous actions of companies like Lifeway, community organizations and all of our sponsors that we’re able to spread a little more joy this holiday season.”

Amanda Puck, Mariano’s director of strategic brand development, said the grocer is proud to partner with Lifeway on the Giving Tuesday initiative.

“At Mariano’s, we’re dedicated to our Purpose: To Feed the Human Spirit,” she said. “This partnership with Lifeway will provide resources to mothers so they can gather their family around the dining table this holiday season.”