A Richmond non-profit is changing its name to craft a new identity while embracing a fresh start.
Richmond Food Security officially rebranded to Urban Bounty as of Monday.
While the name has changed, the non-profit continues to create a resilient local food system through education, advocacy and community-building initiatives.
Ian Lai, Urban Bounty’s executive director, explained that they are still the same Richmond Food Security Society, but they are just wearing a different jacket with a more “expressive name.”
“For many people, our society’s name was getting in the way of our goal to create a vibrant community through a sustainable food system of community gardens, education, and community outreach,” said Lai.
According to Lai, the name change will be easier for partners and supporters to reference and remember the non-profit better.
The new name also aims to create more awareness in the community of its activities and continuing efforts in bringing about true food security and system change.
“For families and individuals in Richmond, this will mean the ability to access resources and programs and empower the community to shift towards a more equitable and dignified model of change,” said Lai, adding that the change should be attracting more volunteers, members and funders.
Urban Bounty recovers hundreds of pounds of fresh fruit for community organizations, such as the Richmond Food Bank.