Lauren Bush Lauren on the evolution of Feed: 'There's always more to be done as an entrepreneur'

In the mid-2000s, you couldn't go anywhere without seeing someone carrying a Feed tote bag. The reusable tote bag, made of burlap and stamped with “FEED THE CHILDREN OF THE WORLD,” swept the fashion world which was just becoming familiar with charitable-focused brands.

Flash forward 15 years, and Feed is now a registered B-Corp brand that has provided over 126 million school meals to children in need. Alongside Toms shoes, Feed was an early brand to make a name for itself through a charitable initiative. While Toms gives away one pair of shoes to someone in need for every purchase made, Feed instead donates a fixed amount of money from each product sold, which is built into the cost of the product. For example, a purchase of the Feed 10 Bag helps provide 10 school meals for children in need. Feed works with two giving partners: the U.N. World Food Programme for global giving and No Kid Hungry for U.S. domestic giving. The dollar amount is donated by Feed to one or both of its giving partners, which then allocate and distribute meals through their network of governments, schools and relief workers around the globe.

“Our brand, products and business model have evolved with the times and consumer demand, but the mission hasn't changed,” said Lauren Bush Lauren, co-founder and CEO of Feed.

Over the years, Feed has expanded its assortment beyond its iconic tote bags to include home goods items like aprons and mugs, as well as wallets and crossbody bags. It has had partnerships in the past with beauty brand Clarins and also Ralph Lauren, via a capsule collection. In addition, it sold through Whole Foods and Target in its early years.

Glossy Podcast host Jill Manoff spoke with Bush Lauren about the ins and outs of Feed, including what role wholesale plays, how the company has focused on sustainability and whether the so-called rise of the conscious consumer has worked to the company's advantage.