Leading Children’s Clothier Joins ACF to Fight Childhood Malnutrition
The humanitarian aid organization Action Against Hunger | ACF International has recently partnered with Estella, a leading retailer of designer children’s and baby clothes, who plans to donate one packet of “Plumpy’nut”—a hunger-fighting superfood—for every purchase made from the store during the upcoming Fall and Winter seasons. From September 2008 to January 2009, Estella will donate the monetary value of “1 bag of Plumpy’nut” ($0.60) per transaction.
Plumpy’nut, which has been featured on notable news programs including CBS’s 60 Minutes, is a ready-to-use therapeutic food (RUTF) that has been hailed for its promise in reducing malnutrition rates around the world. The 500 calorie, peanut butter based paste is fortified with vitamins and facilitates rapid weight gain in malnourished children. Packed with lipids and calories for energy, even small amounts can make a world of difference, which is vital for a child whose shrunken stomachs cannot process much food.
While other therapeutic foods require mixing with clean, boiled water and must be administered by trained medical professionals, the prepackaged Plumpy’nut packets require no mixing or refrigeration and have been wildly successful in places where both water and fuel are in scarce supply. This life-saving product can also be administered by parents at home, freeing up health care professionals and strengthening the parent-child bond.
Estella is eager to lend a hand to children in need, especially given the company’s focus. “This charitable campaign is designed to raise awareness of a little known breakthrough cure for a big disease afflicting less fortunate babies and kids, the same age as the children our store caters to,” said Estella co-founder Chike Chukwulozie. “As an African-born American, I have witnessed childhood starvation and am excited to be doing something about it. While Estella’s campaign will not eradicate childhood starvation, we can help raise awareness and save a few lives,” added Mr. Chukwulozie.
Estella has made a name for itself as the go-to shop for celebrities and those seeking the freshest looks for their children. Coupling beauty and character, the company features prominent designers who create unique, fashion-forward products. It is also considered to be environmentally and socially conscious, offering eco-friendly goods and expressing an interest in helping the less fortunate.
For more information about Estella, please visit the company’s website.