Highmark launches new '(un)Hungry' initiative in Western New York

Highmark team members volunteer to support food partners, beneficiaries

√ Ice at Canalside to host ‘Day of Giving’ on Nov. 22 to benefit (un)Hungry

Highmark Press Release & Photos 

Highmark has announced the launch of “(un)Hungry,” an annual community movement to address food insecurity during the holidays. With planning that began more than a year ago, the campaign represents a continuation of Highmark's deep and long-standing commitment to improving food insecurity across Pennsylvania, Delaware, West Virginia and New York.

The initiative is designed to raise awareness and complement existing food and monetary donations during the holiday season, when individuals are more likely to give and request support. The campaign benefits 15 food partners across its footprint, including FeedMore WNY and Foodlink.

After months of planning, the (un)Hungry initiative finally kicked off with Highmark team member volunteer events. This included writing over 600 holiday notes to FeedMore WNY meal delivery beneficiaries, and collecting donated turkeys during the Buffalo Sabres “Turkey for Tickets” event.

To support (un)Hungry, Ice at Canalside will kick off its winter season opening weekend on Nov. 22 with a dedicated "Day of Giving." Serving as a collection point for nonperishable food items, this event encourages community members to support their neighbors in need through (un)Hungry.

Food insecurity remains a critical public health challenge. According to Feeding America, around 47 million Americans experience food insecurity, representing 14.3% of households. In Erie County, over 126,000 people (13.3% of the population) struggle to regularly put food on the table. Households with children are at the highest risk, with 19.2% of households in the U.S. and 19.1% in Erie County experiencing food insecurity. Highmark recognizes that food insecurity directly contributes to poor health outcomes, leading to higher rates of chronic diseases like diabetes and cardiovascular disease.

"Food insecurity is a pervasive challenge that impacts the health and well-being of our communities, and Highmark has been actively addressing this challenge for years," said Kenya T. Boswell, senior vice president of community affairs for Highmark Health and president of the Highmark Foundation. "With (un)Hungry that we started planning in 2024, we are igniting a movement that builds on our significant ongoing efforts and our long-standing partnerships with regional food banks. It takes a neighborhood to feed a neighborhood, and we are committed to uniting communities to provide resources to and connect those in need with essential resources and nourishment, and contributing to a future free from food insecurity."

To help spread awareness and ignite action, (un)Hungry will feature an animated film that tells the heartwarming tale of Amethyst and her twin friends, Marc & Marq, who, with the help of their loyal bulldog Montague, rally their neighborhood to support a struggling family. The film aims to spark holiday joy and inspire action, creating a tradition of giving back and encouraging communities to find local resources to help.

Highmark will use the film to raise awareness through owned and social media, driving individuals to its website, unhungry.org, where they can learn more about the initiative and find ways to support its food partners.

Highmark's dedication to combating food insecurity is well-established. The health care organization provides significant funding to food partners and food banks through the Highmark Bright Blue Futures charitable giving and community involvement program. This supports projects and programs including innovative produce farms, mobile markets, farmers markets, nutrition education, and healthy meal programs.

“Access to nutritious foods is essential for maintaining a healthy lifestyle, and Highmark is an important partner in FeedMore WNY’s continuing efforts to eliminate food insecurity around our service area,” said Collin Bishop, chief communications officer for FeedMore WNY. “Raising awareness about the continuing need in our community and how the public can help is critical. The work of Highmark and its team to collect donations for FeedMore and inspire others with the beautiful story behind the (un)Hungry campaign is heartwarming, and we are very grateful for this partnership.”

“Foodlink understands the collaborative approach it takes to address poverty and food insecurity in our communities,” said Julia Tedesco, president and CEO of Foodlink. “The (un)Hungry campaign reinforces that message, and we are grateful to stand alongside Highmark and other food banks across the region to ensure everyone has access to healthy food this holiday season.”

Highmark has been a leader in addressing food insecurity in Western New York, providing significant funding to dozens of food-related initiatives since 2018. Some of its major projects include the launch of mobile produce markets, urban and rural community farms, healthy corner store initiatives, and medically tailored meal programs. It has also provided significant support to local farmer’s markets and food pantries. In light of recent challenges facing community members, Highmark provided funding to its food partners, supported the Elmwood Village Farmer’s Market’s extension of its Double Up Food Bucks program, and will be supporting four separate turkey drive events this year.

The health plan has also created nationally recognized solutions working with nonprofit, health care and government partners. This includes screening over 2 million individuals for basic health needs, developing high-performing social care networks, and creating medically tailored-meal and debit card programs.

To learn more about the (un)Hungry initiative, watch the animated film, make a donation to a regional food bank or to find help, visit unHungry.org. 

Highmark Blue Cross Blue Shield is the region’s largest and longest-standing health plan, with roots in Western New York dating back to 1936. Today, it is an affiliate of Highmark Inc., the fifth-largest overall Blue Cross Blue Shield-affiliated organization in the country with more than 7 million members in Pennsylvania, Delaware, West Virginia and western and northeastern New York. For more information, visit www.highmark.com.

FeedMore WNY offers dignity, hope and a brighter future by providing nutritious food, friendship and skills training to its Western New York neighbors in need. Through its food bank distribution center and partner hunger-relief agencies, as well as its home-delivered meal program, other targeted feeding programs and RISE workforce development training, FeedMore WNY alleviates hunger and assists community members of all ages throughout Cattaraugus, Chautauqua, Erie and Niagara counties. More information can be found at www.feedmorewny.org.

Foodlink is a Rochester-based nonprofit dedicated to ending hunger and building healthier communities by addressing both the symptoms and root causes of food insecurity. It serves both as the hub of the emergency food system, and as a leading public health organization that administers many programs and initiatives that aim to build the health and wealth of communities.