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Serving Those Who Serve

Mary Burich | October 28, 2020


Good Feeds Us All Tour continues with USO

The weather was typical for a July evening in the Washington, D.C., Metro Area, but the event was a rare treat for military families isolated during the worst pandemic to hit the United States in 100 years.

Car after car pulled in for a much-anticipated gathering during the COVID-19 outbreak: a drive-in movie, and sandwiches and snacks courtesy of the Hormel® Natural Choice® brand. As families set up makeshift beds in their tailgates, there was time simply to toss around a football, connect with family and friends, meet neighbors and be together in a safe and family-friendly manner.

“It’s so important just to have that break to come together in a socially distanced way … to have something to look forward to,” said Sam Hovland, brand manager for the Hormel® Natural Choice® brand. She spoke from the headquarters of Hormel Foods in Austin, Minn., opting to stay back to help curb the spread of the coronavirus that has been sweeping the nation. She and other members of the team worked remotely with staff at USO-Metro, one of the largest chapters of the United Service Organizations, to keep the brand’s Good Feeds Us All Tour going.

Meet The USO

Bringing people together and fostering a sense of community are among the main objectives of the nearly 80-year-old organization that traces its roots to 1941 and to U.S. President Franklin Roosevelt’s call for the founding of a group to lift the spirits of American troops.

That simple, well-meaning request was a stroke of brilliance. It gave way to the USO, and more to the point, to countless gestures and initiatives through the years, ranging from free cups of coffee in airports and delivery of written messages to soldiers, to overseas shows headlined by A-list celebrities; Bob Hope, Marilyn Monroe and the Andrews Sisters among them. To this day, those black-and-white images live on in a nation’s collective memory.

Col. William C. Bentley III, commander of the Quantico base, appreciates the USO as much for what it does for those on his base as for what it has given to him and his family. Career military, he’s been deployed at least eight times in his nearly 30 years of service, and the USO has been there for him and his family during many of his tours. He recalled how when he and his wife were first married and separated for several years, the USO would get written notes called “USO grams” back and forth between them. And then there were the memorable live shows, one of which starred Gayle Sayers, the legendary pro football running back.

Large or small, the programs work to make servicemen and -women feel connected, he said, adding the observation that even as the USO adapts to and adopts new technology, it hasn’t changed its objective in the least.

The Good Feeds Us All Tour
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Neither has the team behind the Hormel® Natural Choice® brand. For them, the mere act of sharing a sandwich has the power to change lives.

“Connecting over food is something that’s been done since the beginning of time. As lives get to be more hectic, and there isn’t always that time to connect with others over a meal, the Natural Choice® brand really wants to be the natural solution to those connections and then also to community,” Hovland said.

“When we say, ‘Good Feeds Us All,’ it not only feeds us functionally … it feeds our spirit, feeds our desire to help those around us.”