Feeding America PB&J Challenge kicks off; here's how you can help

Feeding America PB&J Challenge

Feeding America Eastern Wisconsin kicked off its annual PB&J Challenge on Thursday with some help from board member and Bucks star Bobby Portis.

MILWAUKEE - Feeding America Eastern Wisconsin kicked off its 23rd annual PB&J Challenge on Thursday.

PB&J Challenge

What you can do:

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 to help stock local food pantries.

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For a limited time, thanks to a generous match from an anonymous donor, Feeding America said every $5 donation will double in impact to provide the equivalent of 70 peanut butter and jelly sandwiches.

2026 PB&J Challenge

Feeding America Eastern Wisconsin reminds supporters that they can also make a difference at their neighborhood Pick 'n Save or Metro Market store. 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.

This year's PB&J Challenge runs from Thursday, Feb. 5 through March 31.

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What they're saying:

"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," Aaron Rice, Feeding America Eastern Wisconsin's chief development officer, said in a statement.

"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."

Bobby Portis Jr.

Milwaukee Bucks star Bobby Portis, a Feeding America Eastern Wisconsin board member, is back as the campaign's ambassador.

"I think my favorite part of the campaign is just giving back. Coming from humble beginnings in Little Rock, Arkansas, I know the importance of giving back, but I also know the importance of hunger," said Portis.