Unifying San Diego's Hunger Relief Efforts: Jacobs & Cushman San Diego Food Bank's Strategic Rebranding

In a strategic move to streamline its operations and better serve the growing needs of San Diego County, the Jacobs & Cushman San Diego Food Bank has unveiled a new unified logo, integrating the North County Food Bank under its regional network. This rebranding initiative aims to eliminate confusion and enhance the organization's ability to provide comprehensive hunger relief services throughout the county.

Empowering Communities, Nourishing Futures

Consolidating Operations for Greater Impact

The Jacobs & Cushman San Diego Food Bank, the largest hunger-relief organization in the region, has been actively working to integrate the North County Food Bank under its umbrella. This merger, which occurred in 2015, has allowed the organization to acquire, store, organize, and distribute food through a network of nearly 500 nonprofit partners, reaching a wider audience in need.However, the decision to fully integrate the North County Food Bank under the Jacobs & Cushman San Diego Food Bank name was a strategic one, driven by the desire to streamline operations and eliminate any confusion among the communities they serve. Casey Castillo, the CEO of the Jacobs & Cushman San Diego Food Bank, believes that this unification will enable the organization to provide greater support to those in need throughout the county."Our goal is to provide greater support to those in need throughout the county, and we believe unifying all of our operations under one name will eliminate any confusion," said Castillo. "In 2015, the facility that we acquired and took over operations processed and distributed 500,000 pounds of food. Last year, we distributed 7.5 million pounds out of our facility in Vista alone."

Addressing Evolving Needs and Expanding Reach

The Jacobs & Cushman San Diego Food Bank's efforts to integrate the North County Food Bank come at a critical time, as the demand for their services has grown significantly in the aftermath of the COVID-19 pandemic. Castillo notes that the organization has seen a substantial increase in the number of people it serves, rising from approximately 300,000 people per month to a peak of 600,000 during the height of the pandemic.While the rates have since subsided, the organization's services remain in high demand, with the need for food assistance remaining much higher than pre-COVID figures. This increased demand is particularly evident during critical points throughout the year, such as the holiday season and summer months when children are out of school and lack access to free and reduced lunches.To address these evolving needs, the Jacobs & Cushman San Diego Food Bank has expanded its reach, purchasing several mobile pantries that allow them to directly identify and serve vulnerable populations in the most efficient ways, taking food directly into the communities that need it most.

Empowering the Working Poor: A Data-Driven Approach

The Jacobs & Cushman San Diego Food Bank's efforts to integrate the North County Food Bank are not just about streamlining operations; they are also driven by a data-driven approach to better understand and serve the diverse communities within San Diego County.According to a 2023 Economic Impact and Recipient Data Report conducted by the Food Bank and San Diego State University, North County respondents reported having an average income of $16,336, which is approximately $8,000 less than the average income of $24,433 for other Food Bank recipients. Additionally, the report found that North County locations visited the Food Bank more often than other locations.This data-driven approach has enabled the Jacobs & Cushman San Diego Food Bank to identify and target the most vulnerable populations, particularly in North County, where there has been confusion regarding the services offered by the former North County Food Bank."The families and individuals we serve are working families and individuals. They are considered the working poor," Castillo said. "They're still struggling because they're not making enough and having a hard time keeping up with inflationary pressures, utilities, medical bills, and rent."

Streamlining Services, Enhancing Accessibility

The name merger and integration of the North County Food Bank into the Jacobs & Cushman San Diego Food Bank's operations will also bring about more changes aimed at reducing confusion and enhancing accessibility for the communities they serve.These changes include consolidating operations under a single website, where recipients throughout San Diego County can go to seek services, and launching unified social media accounts to make it easier for families and individuals in the county to find and access the Food Bank's programs.The Food Bank currently offers 12 programs that help it meet the needs of various demographics, from infants to senior citizens. Castillo believes that this streamlining of services and improved accessibility will enable the organization to better meet the growing demand for its services."We believe that this name change is an easy solution and that it was time to integrate both under one name," Castillo said. "Our goal is to always make it as easy as possible to utilize our services. And when we can find those efficiencies, it means we're able to provide more food and feed people better."