Whole Story

The Official Whole Foods Market® Blog

Viva Vitamin Angels!

Thanks to their humanitarian efforts, Vitamin Angels is an organization that holds a special place in the heart of Whole Foods Market. Discover the ways they are profoundly changing the lives of children around the world and how easy it is to get involved. Want a quick way to help? Post a comment below telling us what you think about Vitamin Angels and we'll donate $1 for every comment received in September, 2011. Listen to Howard Schiffer, founder of Vitamin Angels, share his passion.

Howard Schiffer, founder of Vitamin Angels, was honored with the Dietary Supplement Education Alliance’s Hero Award in 2003 for his work in “making a difference in the lives of so many children throughout our country and around the world.” Vitamin Angels was founded through the vision and passion of natural products industry veteran, Howard Schiffer:
  • Vitamin Angels began in 1994 with Schiffer’s desire to translate his industry connections into helping children around the world.
  • Schiffer developed a mantra, “what you don’t know can be your greatest ally”, after he learned that vitamin A could help prevent a child from going blind and that 1/3 of all child and maternal deaths were due to chronic malnutrition.
  • The children who benefit the most from Vitamin Angels’ work are the ones who are most vulnerable: children under 5, who are living in rural areas in extreme poverty and who no one else is reaching.
  • Today, Vitamin Angels is reaching over 20 million children in more than 40 countries and is literally improving children’s lives every day.
The work of Vitamin Angels helps children thrive, not just survive and includes two powerful programs:
  • Schiffer states that “Most children born in the developing world today will never reach their full intellectual or structural capacity from the day they are born due to the chronic malnutrition of their mothers before they were even conceived.”
  • The damage that gets done before a child is 2 years old is often irreversible. Conversely, getting to the children early enough can have a profound impact on the rest of their lives.
  • Thrive to Five is an international program to get children’s multivitamins to children under 5, and prenatal vitamins to pregnant women as early in their pregnancy as possible.
  • Operation 20/20 focuses on getting vitamin A to children under 5 around the world. Two high dose vitamin A per child per year (at a total cost of 25 cents per child) will increase survival rates by 23%!
There are a variety of ways to get involved with Vitamin Angels:
  • Choose supplements at Whole Foods Market that are tagged with the Vitamin Angels logo.  These companies donate a portion of sales or provide nutrients to the programs.
  • Visit www.vitaminangels.org to learn more about the children, sign up for the monthly newsletter and check out personal fundraising pages.
Vitamin Angels strives for strong growth to reach as many children as possible:
  • In the next three years, Vitamin Angels will reach 50 million children.
  • In the next 5-10 years, they will reach 100 million children, which will be the majority of children who no one else is reaching and are the most in need.

Leave a reply

To provide feedback or ask a question about our company, a store or a product, please visit our Customer Service page.

For more information about posting comments to our blog, please see our Comment Posting Guidelines.

434 comments

Comments

says …

@Shayne While we love and honor the work Vitamin Angels is doing, we simply cannot fund every charity that presents itself to us as a publicly traded company. That said, our Whole Body teams & supplier community is passionate about Vitamin Angels, therefore we are partnering up to raise both awareness and donations for this wonderful organization. We highly encourage you to do the same! Thank you for your continued support. :)

Chelle says …

What a wonderful organization.

Julie says …

I'm touched by this effort! Thanks for sharing about it.

jennifer says …

This is wonderful program. I will pass on the info.

Phoebe says …

Thank you Whole Foods for supporting Vitamin Angels! The $1 donated through this post will bring essential nutrients to 4 children for 1 year!

pradeepkumar says …

A Noble cause..!keep up the good work, and thanks for donating for the post

Linda K says …

Wow, I never heard about this program, what a wonderful idea! I will definitely look for these products when I shop.

Crystal says …

Great program! <3

Erin says …

What a wonderful organization!

Lauren M says …

wow! Interesting about vitamin a!

Sheila says …

Vitamin Angels is truly making a difference in our world. It makes me feel so good to know that I am a part of that difference when I purchase 365 Brand Supplements at Whole Foods. Keep up the awesome work Vitamin Angels.

Sarah says …

Only 80 so far? Kinda sad! But this sounds like a great idea for a neat sounding company. Yay!

sara spain says …

I will follow Vitamin Angels since Spain!!

Brooke says …

programs like this are awesome keep up the good work wholefoods!

Tony says …

Awesome cause! Thank you for doing this!

Linda says …

Thank you so much for taking the time and generousity to care about these precious children.

Lynn says …

Thank you, Howard Schiffer for developing the Vitamin Angel program. Thanks ,Whole Foods for supporting this organization. You are changing children's lives and that's awesome!

Dee says …

https://twitter.com/#!/DeeGee13/status/118515913451520000 daily tweet

Deb S says …

This is a great program. Thanks for caring for our children.

Natalia Ealand says …

God bless Whole Foods and Vitamin Angels for all they do to make the world a better place. Love Matt Dayka's photos.

Erica says …

What a wonderful thing Whole Foods is doing to help the Vitamin Angels effort! God Bless.

Melissa O. says …

I think that it is wonderful, especially the prenatals which I hope has the dha for baby's developing brain. I wonder though, if they are not getting the proper nutrition how much of these vitamins are they actually absorbing?

Lisa Cowan Whitham says …

I think this amazing what is being done. frugalmommieof2 at gmail.com

Mary Myers says …

With being a stay at home mom of four kids I have to make sure what I spend counts. At Whole Foods I can rest assured what I do spend is worth every cent. Long time shopper and will continue to be a happy shopper.

Happi Shopr says …

Vitamin Angel is a wonderful way to help children in need.

M says …

Great idea! Always looking for ways to give back.:)

Corey says …

Look forward to hearing more about your successes.

Laura C says …

I intend to let my granddaughter school know about this program.Tears came to my eyes just reading about it.

Terry SEGAL says …

Howard Schiffer is an angel. Keep up the wonderful work.

kris mccabe says …

thank you

Amber says …

What a fantastic program - I love how much Whole Foods genuinely cares about both the local community and international humanitarian efforts.

Paige says …

Congratulations to you on an extremely worthy mission. Let's hope some excellent early nutrition leads to long and healthy lives for these children. The healthier we all are, the less burden on our society.

BGE says …

Donate a dollar, guys!

Patty says …

Whole Foods is a good influence for others, because of their efforts with Vitamin Angels and other organizations. Because of Vitamin Angels, many, many children will have a better quality of life, not to mention that SO very many children will live. I wish other stores did this. I personally love Whole Foods because of their ethics. Then, when our economy went bad & I was in real estate, I went broke & Whole Foods donated food to the Mandarin Food Bank. Thanks to them, I was able to have milk and veggies. When I get back on my feet, financially, I intend to support more of Whole Foods' efforts and will go back to shopping in their store. I do shop there now, but only for things on special sale & their products last longer because they are supplied by local suppliers (& not in mass production like in other stores). Whole Foods fruits are sweeter, like as if I can probably taste the difference from a well grown fruit, vs. the mass production & chemicalized fruits. Whole Foods is great in so many ways and now I see they support the Vitamin Angels...that makes them even better!

LB says …

This is a brilliant project: I'm just sorry it's private entrepreneurship and not a structurally available public good (like orange juice during and after WWII!).

Amber says …

I'm so happy to hear about this project - and let's get these comments up! WFs is donating $1 for every comment!

Loretta says …

wow what a deal!!

Jason R. says …

Kudos to VA!

Kerri Christie says …

Beautiful. Keep up your good work!

Alan says …

This sounds like a terrific organization with a wonderful mission!

Lena says …

The work this organization is doing sounds incredible. So glad to have learned about it. Nutrition is definitely something Americans take for granted. Thanks for sharing this with us.

Dee S says …

What a wonderful program!

Krista says …

Thank you for partnering w/ Vitamin Angels and bringing aid to those in great need of a healthy start in life.

N says …

hopefully this will give more at risk kids a chance of reaching their full potential!

Julie says …

Neat!

Katy says …

ONE DOLLAR!!! How easy was that?

Peter H says …

Awesome.

Karen H says …

I hadn't heard of this organization prior to this post, but the work they are doing sounds amazing. I will definitely look for the tags next time I am at Whole Foods!

pasta says …

A worthy cause

The Astonishing FartMan says …

This is gonna cost ya a dollar!

Pages