Doing Good, One Bite at a Time: wellfare.org
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Who Is Wellfare, and Why Should You Know Them?
Wellfare started as a New York–based nonprofit laser-focused on nutrition insecurity. Their mission was simple but mighty: deliver better-for-you pantry staples directly to underserved communities with dignity and care—not judgment or stale cans from 1994.
Their signature Better Box program delivered over $200 worth of premium, shelf-stable groceries (yes, the good stuff) to households navigating food insecurity and living in food deserts. It was a quiet revolution in a cardboard box.
And here’s the exciting evolution:
Wellfare was acquired by Rethink Food USA, Inc., a powerhouse organization transforming food systems through sustainability, access, and community-centered distribution.
This acquisition means what Wellfare built is not just continuing—it’s scaling. Their mission has a bigger platform. A broader reach. A deeper impact. The work now lives inside a national movement reshaping how food justice gets done.
And we are very here for that.
Let’s Talk Food Deserts — and Why This Work Matters
A “food desert” isn’t a cute nickname. It’s a crisis.
It’s any neighborhood where residents lack affordable access to nutritious food—especially fresh produce and pantry staples.
The impact?
- An estimated 39.5 million Americans live in low-income, low-access areas.
- Roughly 23.5 million Americans live in recognized food deserts—and nearly half have low incomes.
- Food deserts often correlate with higher rates of diabetes, heart disease, and other diet-related health issues.
When transportation is limited and the nearest grocery store is a two-hour bus ride away, processed convenience foods become the default. And that health gap? It grows. Fast.
This is exactly the gap Wellfare—and now Rethink Food USA—aims to close. By bringing high-quality, nutrient-dense foods directly to people’s doors, they’re rewriting what food equity looks like.
At Steiner’s Baking Co., we believe two things can change the world: real ingredients and real people who actually give a damn. So when we were invited to spend a day with Wellfare — thanks to the Mondelez International SnackFutures Accelerator Program — we grabbed our superhero aprons and said, “Point us to the purpose.”
Because if there’s one thing we love more than gluten-free coffee cake, it’s doing good with good food.
How We Ended Up Elbow-Deep in Purpose for a Day
As part of the SnackFutures Accelerator Program, Steiner’s founder Jen Steiner Pool and our flour-wizard, creator-in-chief Nanci, spent a day inside Wellfare’s operation packing Better Boxes alongside their powerhouse team.
Picture this:
Nanci (#70isthenew30)—the culinary magician who spent 40 years perfecting our proprietary gluten-free flour blend—sorting and packing premium groceries for families who deserve better options.
Jen was right beside her: laughing, connecting, hustling, and making sure every box felt like a hug, not a handout.
One mission.
Zero ego.
Just purpose.
Zero Waste. Full Respect. Every Ingredient Counts.
At Steiner’s, we don’t waste—ever.
Zero Food Waste
We believe food is precious.
Every ingredient gets used in full.
No scraps left behind, no half-used batches tossed.
Respecting food is respecting the planet and the people it feeds.
A Day That Hit Us Right in the Heart
Volunteering wasn’t the headline.
Learning was.
Listening was.
Witnessing the daily work of leveling the playing field—quietly, intentionally, human-to-human—stayed with us long after the flour settled.
It reminded us why we bake:
- To nourish.
- To connect.
- To share joy.
- To reduce waste.
- To leave the world better than we found it.
At Steiner’s, we may be known for gluten-free coffee cakes, swoon-worthy brownies, and packaging so eco-friendly it practically composts itself.
But our real mission?
Food that does good, tastes good, and leaves nothing—and no one—behind.
Gratitude, Partnerships & Purpose
A huge thank you to the Mondelez SnackFutures Accelerator for bringing us into this circle of innovators and change-makers.
Deep gratitude to Wellfare, and now Rethink Food USA, Inc., for their commitment to nutrition equity and sustainable impact.
That day didn’t just inspire us.
It grounded us.
It reminded us that we’re all part of a bigger table—and everyone deserves a seat.
Want to Stand With the Mission?
Visit rethinkfood.org to learn more.
And when you want treats that are gluten-free, nut-free, made with real ingredients, wrapped in home-compostable film, and baked with a zero-waste mindset…
You know exactly where to find us.
Steiner’s Baking Co.™ — Happiness & Smiles, Baked In.™