Black Friday is always a lot.

The sales, the countdowns, the pressure to buy things immediately “before they’re gone.”
It’s a whole cultural moment that runs on urgency and consumption, and honestly, no one needs us to explain how the weekend works. You’ve lived through enough of them.

Food insecurity in the U.S. is rising, especially for kids, at the exact same time we’re being told to shop harder and faster than ever. Recent cuts to SNAP benefits have pushed even more families to the edge, and that reality doesn’t disappear just because brands are running discounts.

We didn’t want to pretend the contrast wasn’t there.

So we decided to do something simple, grounded, and actually connected to what matters: the Collective Care Bundle.

We made the Collective Care Bundle. It works like this:

• You buy 1 bag of Sunbutter Granola

• We donate the cost of a second bag to No Kid Hungry

We chose No Kid Hungry because they’re doing incredible work around making sure kids have access to meals. With benefits shrinking, their work matters even more.

This bundle is available November 24 through December 2.

We’re not big fans of Black Friday. 😂😃

It’s built on overconsumption, pressure, and the idea that buying more is the priority, none of which aligns with our values as a brand.

We make food, but we also care about the systems around food: access, affordability, justice, and the reality that many families are struggling to cover basics right now.

The timing is weird... a national shopping holiday built on buying more than usual happening at the same moment millions of families can’t cover basic groceries.

So we chose not to participate in the usual Black Friday approach.

Here’s a straightforward breakdown of what’s going on, and how some organizations are opting out.

Child food insecurity (and food insecurity in general) is reaching levels the U.S. hasn’t seen in years. Many companies agree that instead of focusing on themselves for Black Friday, they should be focusing on those in need.

• SNAP cuts: Pandemic-era benefits ended, removing ~$95–$250/mo in support for many families.

• Higher grocery prices: Essentials cost 20–25% more than in 2019.

• Uneven school meal access: Not every district can offer universal meals.

• General cost of living increases: Housing + utilities squeeze food budgets.

It’s not about poor budgeting or lack of effort.
It’s systemic.

Black Friday has become a cultural machine: urgency, pressure, and more-more-more.
People don’t need a think piece to know it’s built on overconsumption.

But stacked against rising food insecurity, the timing hits differently.

A weekend all about excess happening at a moment when millions of families can’t afford basics feels… disconnected.

A lot of people feel that shift this Black Friday, even if they don’t articulate it.

As federal support shrinks, nonprofits are filling the space.

No Kid Hungry is one of the groups doing steady, effective work:

• Funding school meal programs

• Supporting local food distribution orgs

• Advocating for better food access

• Responding quickly where benefits have been cut

This is where the Black Friday funds should be going!

Environmental Reasons 🌍

Black Friday is basically the Super Bowl of overconsumption. More production, more shipping, more returns, more waste.

Some brands don’t want to encourage that cycle. Instead, they’re leaning into things like:

• repairing existing products

• reselling or upcycling

• making fewer, higher-quality items

• talking openly about waste and sustainability

Social + Ethical Reasons 🤝

A lot of companies are uncomfortable with what Black Friday represents: endless consumption during a time when many people can’t meet basic needs. Instead of running sales, they use the day to highlight:

• charitable partnerships

• community initiatives

• ethical production practices

• organizations addressing real issues (like food access or climate resilience)

VEJA

• The French sneaker brand has refused to take part in Black Friday since 2017.

• Instead of discounting, they run “Repair Friday” events offering free sneaker repairs (and even repairs for other brands)
  

Patagonia

• Patagonia stopped participating in traditional Black Friday promotions and instead used Black Friday for the message: “Don’t buy this jacket.”

• Their approach aligns with their brand values: opposing overconsumption and promoting sustainability rather than discount culture.

Rooted Living

• Rooted Living is opting out of traditional Black Friday discounts this year.

• Instead of running sales for Black Friday, the brand launched the Collective Care Bundle, where customers buy one bag and the company donates the cost of a second bag to No Kid Hungry.

• The decision is rooted in the brand’s anti-consumerism stance and focus on food access: discount-driven shopping weekends like Black Friday don’t align with their mission or values.