IMS Joins Effort to Combat Child Hunger & Malnutrition

1 Wayne Peugh2

The IMS Executive Council has formalized its support for The Six-Second Project by making a donation to the non-profit organization. The Six-Second Project is partnering with the global meat industry to help fight child hunger and malnutrition and, along with its official media sponsor,, is challenging all sectors of the industry to join the effort. “The Six-Second Project has challenged us to unite in support of a noble cause, and we accept this challenge. With our donation, we invite our industry colleagues to join us in helping raise money to find solutions for hungry and malnourished children. The more who donate to The Six-Second Project, the bigger it can grow, and the more solutions we can find”.

Partnering with the Global Meat Industry
Inspired by the Food and Agriculture Organization’s (FAO) 2010 statistic that a child dies of hunger every six seconds, The Six-Second Project is a non-profit organization that funds sustainable hunger solutions, with a particular emphasis on providing technical assistance in livestock and crop production in communities where children face chronic hunger and food insecurity. According to Jody Carman, the organization’s founder, The Six-Second Project specifically seeks partnerships with the meat industry because of the key role animal proteins play in providing essential nutrients that contribute to proper muscle and brain development. Even small amounts of animal proteins during the first two years of life can prevent malnutrition and stunted growth.

In addition, Carman views The Six-Second Project as an opportunity for the global meat industry to brand itself a leader in fighting hunger and malnutrition. “Rarely, if ever, has an industry been challenged on a global scale to unite behind a cause like this,” Carman said. “As the industry embraces this effort, we fully expect our donors and partners to be positively recognized for helping save children from unnecessary suffering. Numerous studies show consumers will, in fact, change their purchasing behaviors in favor of companies and products that support good causes,” Carman stated.

Supporting The Six-Second Project
There are several ways the various sectors of the meat industry can support the project:

Supporting Donors: The easiest way to support the project is to make a charitable donation. This is ideal for individual producers, livestock producer organizations, industry research and marketing associations, packers and processors, feedlots, and allied suppliers such as packaging, equipment, and cold storage providers. Donations will support programs that provide food security and income generation, including for disabled farmers and their families.
The Six-Second Project will recognize donors on its website, in social media, and in news releases. The Project will also provide donors with photos and updates on hunger-fighting efforts so that donors can include The Six-Second Project as part of their Corporate Social Responsibility platforms when communicating with their own constituencies. Donations can be made by wire transfer or online by credit card at Depending on tax laws in donors’ countries, donations may be associated with tax benefits or exemptions.

Cause Marketing Partners: For private label and branded products, species marketing associations, butchers, retailers, foodservice, and packers or processors whose products reach store shelves and restaurant menus, The Six-Second Project is recruiting marketing partners to conduct fundraising and awareness campaigns at the point-of-sale. This form of marketing, called “Cause Marketing,” has been shown to increase customer loyalty, enhance brand image, and persuade customers to switch brands in order to support a good cause.

An example of Cause Marketing would be for a particular branded meat product to advertise a campaign in which the brand would donate 1 cent for every pound of meat sold, and would ask consumers to donate their extra change at the supermarket checkout, as well. Similarly, a meat supplier could partner with a restaurant to donate 25 cents for every meat item sold. Restaurant patrons could be encouraged to add a bit more than their tip as a donation to The Six-Second Project to fund initiatives that combat child hunger and malnutrition.

This form of marketing creates a win-win. The partners can gain increased customer loyalty, enhanced brand image, and positive media coverage for their commitment to fighting hunger, while the Six-Second Project receives the funds necessary to carry out its work. Please contact The Six-Second Project for additional information about Cause Marketing partnerships.

Volunteers: The Six-Second Project recently launched an initiative called “Farmers Without Fences,” through which skilled farmers and ranchers are recruited to donate their expertise in livestock and crop production in developing countries. “When I saw the state of the swine production facilities at Dinthill Technical High School in rural Jamaica, I was inspired to help,” said Wayne Peugh, a hog producer from the U.S. state of Illinois, who volunteered for the program, which is part of the Jamaican Adaptive Agriculture Program implemented by INMED Partnerships for Children.
1 Wayne Peugh
“There is so much we can do to help establish food security by teaching sustainable and efficient livestock production methods – simple things like improving feed quality or using proper breeding and weaning techniques,” Peugh observed. As a result of Peugh’s assessment of the needs of two rural technical schools in Jamaica, The Six-Second Project is now raising funds to provide the recommended capital investment and training for the students at both schools.

Expected outcomes include providing the training necessary to achieve sustainable livelihoods in agricultural fields for students in grades 7 through 13, as well as providing a steady supply of pork, which will be fed to the students. The school meal is often their primary source of daily nutrition. In addition, this project will incorporate marketing and business training so that the schools’ excess pork supply can be marketed to Jamaica’s hotel and tourism sector. One prominent resort on the island has already expressed interest in purchasing pork from the schools.

These are but a few examples of how the meat industry can join forces with the IMS and The Six Second Project to fight child hunger and malnutrition. This project will make a key contribution to the mission of IMS -to demonstrate the crucial role of the livestock and meat industry in sustainably meeting present and future demand for high quality, nutritious protein.
For more information about The Six-Second Project, please contact Jody Carman at or 1-720-284-2193.