As food insecurity rates continue to rise substantially in Eastern Wisconsin, especially among children, Feeding America Eastern Wisconsin is kicking off its 23^rd Annual PB&J Challenge, in partnership with Hydrite, a two-month fundraising, food donation, and awareness campaign to help provide nutritious food to kids facing hunger. The goal of this year’s campaign is to raise the equivalent of one million peanut butter and jelly sandwiches through monetary and product donations.

According to recent hunger statistics from Feeding America’s Map the Meal Gap report, 1-in-6 children in Eastern Wisconsin are unsure where their next meal will come from. The numbers are especially concerning in Milwaukee County, where 1-in-4, or nearly 25% of kids, are experiencing food insecurity. The PB&J Challenge campaign encourages supporters to make monetary donations or collect jars of peanut butter and jelly to donate to Feeding America Eastern Wisconsin to help stock the shelves at local food pantries.

In addition to being shelf-stable, packed with protein and nutrients, and loved by most kids, peanut butter and jelly are two of the most requested items from pantry partners across Eastern Wisconsin. Donations to the PB&J Challenge, which runs from February 5^th through March 31^st, will help provide kids facing hunger with the fuel they need to learn, grow, and thrive. For a limited time, thanks to a generous match from an anonymous donor, every $5 donated will double in impact to provide the equivalent of 70 peanut butter and jelly sandwiches.

“Our priority every day is to do whatever we can to provide nutritious food to families in need, and the PB&J Challenge perfectly balances both aspects,” said Aaron L. Rice, Chief Development Officer at Feeding America Eastern Wisconsin. “The high demand for peanut butter and jelly among our partners, coupled with the drastic increase in need throughout our footprint, pushes us to grow this challenge more and more each year.”

Feeding America Eastern Wisconsin Board Member and NBA Champion, Bobby Portis Jr., who has supported the food bank’s mission to solve hunger since joining the Milwaukee Bucks in 2020, returns as campaign ambassador. Thanks in large part to Bobby’s stewardship, 2025’s PB&J Challenge raised enough through monetary and product donations to equal over 730,000 peanut butter and jelly sandwiches. Growing up in a single-parent household, Portis Jr. understands the struggles families face as they try to make ends meet. Bobby hopes his advocacy as campaign ambassador will not only raise awareness and donations but also encourage community members to get involved in whatever way they’re able to help those in need.

“When I was a kid, having food on the table made it easier to focus on school, basketball, and just being a kid,” said Portis Jr. “Not every child has that security, and that’s why this campaign hits home for me. The PB&J Challenge is a simple way to step up and make sure kids in our community have the fuel they need to succeed.”

Additional support for the PB&J Challenge is provided by Hydrite, a family-owned, privately held, chemical manufacturer headquartered in Brookfield. “For the fourth consecutive year, Hydrite is proud to sponsor the PB&J Challenge,” said Julia Danes, HR Generalist for Hydrite. “Our mission is to help solve food insecurity, a commitment that aligns with our 100th anniversary vision for 2029. Supporting local communities remains central to who we are, and through this initiative, our team is honored to positively impact thousands of families across Eastern Wisconsin.”

Feeding America Eastern Wisconsin reminds supporters that they can also make a difference at their neighborhood Pick ‘n Save or Metro Market store from February 5^th through March 31^st. Shoppers can ask their cashier, or scan a card at self-checkout, to donate $5 worth of peanut butter and jelly, which will be distributed to local food pantries.

Feeding America Eastern Wisconsin distributed over 40 million pounds of food across 35 counties in 2025. Campaigns like the PB&J Challenge are essential to sustaining this level of support during high-need times of the year. To learn more about how to support children facing hunger right here in Eastern Wisconsin through the PB&J Challenge, visit FeedingAmericaWI.org/PBJ.