--- title: "World Central Kitchen launches World Cup food giveaway to raise awareness" url: https://burnaze.com/article/263e441b-27bc-4440-9343-416e61e36e82 source: "Nation's Restaurant News" original_url: https://www.nrn.com/restaurant-operations/world-central-kitchen-launches-world-cup-fan-activation-series-to-raise-awareness author: "Lisa Jennings" category: "Restaurants" industry: "Restaurants" topics: ["Marketing"] published: 2026-06-12T19:35:41.000Z modified: 2026-10-31T13:16:29.410Z image: https://eu-images.contentstack.com/v3/assets/bltea7aee2fca050a19/blt983b7d05bc38416e/6a2c603fd3460a90da4904f1/WorldCentralWorldCup.jpg?width=720&quality=80&disable=upscale --- # World Central Kitchen launches World Cup food giveaway to raise awareness **TL;DR:** World Central Kitchen launched a food giveaway called Food Is Life during the World Cup to raise awareness of its mission to feed those in need. The nonprofit partnered with Los Angeles restaurateurs Mary Sue Milliken and Susan Feniger to offer free snacks at a World Cup Watch Party on the Santa Monica Pier. *By Lisa Jennings, originally published in Nation's Restaurant News on 2026-06-12. [Read the original](https://www.nrn.com/restaurant-operations/world-central-kitchen-launches-world-cup-fan-activation-series-to-raise-awareness).* ## Story World Central Kitchen (WCK) has long been known for its work on the front line of disasters, feeding people in need. For the first time, the organization is taking a more proactive approach. With the World Cup. The nonprofit on Friday launched its first sports-related fan activation called Food Is Life, the first in a series to be held in various cities during the global soccer tournament. For the June 12 event, WCK partnered with Los Angeles restaurateurs Mary Sue Milliken and Susan Feniger of Border Grill fame, who offered up free snacks at a World Cup Watch Party on the Santa Monica Pier. The snacks at the U.S. v. Paraguay game included Seremoni Grade Black Cod Baja Ceviche Tostada by Mary Sue Milliken, made possible with the donation of 300 pounds of fish from sustainable fishmonger Seremoni. "Access to healthy, safe food is a human right, and we're excited to help bring people together through food, community, and shared purpose," said Seremoni co-founder Saif Khawaja. During the six-week tournament, WCK is planning similar activations with its food trucks, stationing them near stadium areas and other soccer events. The goal is to raise awareness of WCK’s mission of feeding those in need. “I believe that food has the power to change the world: to bring us together around longer tables, when some people are trying to keep us apart with higher walls,” said José Andrés, WCK founder, chef and multi-concept operator, in a statement. “As a passionate soccer fan, I know that sport can do the same. It takes a team on the field and a team of supporters to win the day. That’s true on the field, and it’s true when we’re cooking for people when they need it most. “This summer, we all have our different teams,” Andrés added. “But we’re all on the same team when it comes to feeding people.” Robin Gonterman, WCK’s chief marketing officer, said the World Cup was a natural fit for the nonprofit’s message. “Football is when the world comes together to create one global community,” Gonterman said. “We invite everybody to join the same team to feed the hungry.” Fundamentally, it’s a positive opportunity for WCK to explain what the organization does and its global reach. Working largely with restaurant industry volunteers, WCK is often the first to arrive after a crisis. And the organization often stays long after media attention is gone. WCK has served more than 10 million meals in Haiti over the past year, for example, amid armed attacks that have displaced millions. The group is at work in the Democratic Republic of Congo, where health authorities are battling an ebola outbreak. More than 2 million meals have been served in Lebanon over the past three months, since the escalation of hostilities there. Gonterman invited restaurant operators to help spread the word, or to reach out to learn more about volunteer opportunities with the group. “We might not know what we’re going to be doing tomorrow,” Gonterman said. “But we want to invite people in while they’re celebrating their communities and the world.” ## Entities - QSR (sector) - Nation's Restaurant News (publication) - Lisa Jennings (person) - disaster relief (topic) - world cup promotion (topic) - food giveaway (topic) - restaurant partnerships (topic) - nonprofit initiative (topic) - José Andrés (person) - World Central Kitchen (company) - Mary Sue Milliken (person) - Susan Feniger (person) --- Originally reported by Lisa Jennings, Nation's Restaurant News (https://www.nrn.com/restaurant-operations/world-central-kitchen-launches-world-cup-fan-activation-series-to-raise-awareness). Summarized by Burnaze (https://burnaze.com/article/263e441b-27bc-4440-9343-416e61e36e82).