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Comfort to donate net profits to FeedMore

Posted at 4:00 PM, Feb 26, 2018
and last updated 2018-02-26 16:00:49-05

RICHMOND, Va. -- Growing up, they sometimes did not know where they next meal was coming from, nor how much food would be on the plate

That background -- of food insecurity -- was one reason why Richmond restaurant owners Michelle Jones and chef Jason Alley decided to change the business model of their successful Broad Street restaurant Comfort. Starting March 1, Comfort will donate its net profits to FeedMore in an effort to end the hunger epidemic in Richmond.

"Food insecurity is a cause that is very close to our hearts, having both personally dealt with hunger throughout our childhoods," Alley said. "The fact that hunger still plagues over 200,000 of our neighbors is troubling to say the least, and with your help, we can raise awareness and funds to end hunger in our area."

For Jones, the move helps build community.

"We asked ourselves what more could we do to help, and realized this was the next step," she said.

While the whole thing is a learning process, Jones and Alley hope it shows that at Comfort -- hospitality extends beyond the walls.

"It's not just about what happens at table 22. It's about what is happening every day. It's about the bigger picture stuff," Alley said.

"If we can give some comfort to people that's great," added Jones.

The duo also owns two other restaurants in the area, Flora and Pasture. When they were tossing around the idea of how to deepen their commitment to the food bank, they realized Comfort already had the perfect accompanying name to serve this charitable cause.

FeedMore CEO Doug Pick called the partnership exciting.

"We believe this groundbreaking new model will be so impactful for our community and look forward to working with everyone at Comfort," Pick said.

Tim McDermott, Chief Development Officer, with FeedMore says that he can’t stop smiling when he thinks about what this kind of donation will mean for families in need.

“One dollar that is contributed to FeedMore translates into four meals,” he said. “Regardless of how that works, we know that it's going to feed an awful lot of people that come in here.”

FeedMore helps provide healthy meals to more than 30 Central Virginia cities and counties.

You can find Comfort at 200 W. Broad Street.