Social startup brings high-end design to boring paper plates and aims to donate 10 million meals by the end of 2015

Los Angeles, CA (November 6, 2014) – CheekyTM hits shelves this November with a brand- new line of fun and colorful tableware that marries style and design with social responsibility. Launching in U.S. Target® stores nationwide, Cheeky pairs brilliant designs with an incredible giving model intended to help end hunger one meal at a time. In partnership with Feeding America®, the nation’s leading hunger-relief organization, Cheeky aims to provide 10 million meals to Americans facing hunger by the end of 2015. Cheeky enables fun loving, design savvy, socially-minded consumers to live a Cheeky lifestyle while donating meals to those in need. Cheeky’s freshman offering is a collection of exuberant, on-trend paper and plastic tableware including plates, bowls, napkins, cold cups, hot cups and cutlery. You can even mix and match prints to create and customize your own unique Cheekyplace setting. Moyo Labode, vice president, Target, explains, “Target has a legacy of making great design accessible to all, and we are pleased to offer our guests the latest in tableware with Cheeky.” Cheeky’s focus goes far beyond just drawing attention to their eye-catching designs – they’re shining a spotlight on the reality of hunger right here in our country. According to a recent USDA report, 1 in 6 Americans face hunger. With the cost of food on the rise and underemployment continuing to be a problem, more than 46 million people are receiving food assistance from the Feeding America network. An astounding 90% of recipients are not homeless – they could easily be your neighbors or your children’s classmates. Cheeky founder and CEO, PJ Brice, has always dreamed of using his business expertise to give back in some way. “I was shocked when I first realized how big a problem hunger is in America,” says Brice. “This year, we’re on a mission to provide 10 million meals to people served by the Feeding America network – but I know that it's just the beginning. Cheeky has the potential to play an integral role in ending hunger in America for good!” The plan is simple. For every Cheeky item purchased at Target, Cheeky will donate the monetary equivalent of a meal to Feeding America. The Feeding America network of food banks then provides food to adults, children and seniors across the country. Cheeky motivates shoppers of all ages to get excited about enjoying a meal, while providing that same experience for someone in need. Because satiating the palette is great, but feeding the soul is even more satisfying. Every product in the Cheeky line is priced competitively at $3.99. Visit for further information about the company and their offering, available at U.S. Target® stores November 2014. Media Contact: Leland Drummond/ Azione / 646-490-2945 /
ABOUT CHEEKY HOME: Cheeky is a lifestyle brand redefining the boring paper plate and helping end hunger in the process. Cheeky’s initial offering is a line of brightly colored paper and plastic tableware sold at U.S. Target stores. For each Cheeky item purchased at Target, Cheeky helps donate a meal through its partnership with Feeding America. In year one, Cheeky’s goal is to provide 10 million meals right here in the U.S. Find us at online at and on Instagram @cheeky_home. ABOUT TARGET: Minneapolis-based Target Corporation (NYSE: TGT) serves guests at 1,934 stores – 1,801 in the United States and 133 in Canada – and at Since 1946, Target has given 5 percent of its profit to communities, that giving equals more than $4 million a week. For more information, visit For a behind-the-scenes look at Target, visit or follow @TargetNews on Twitter. ABOUT FEEDING AMERICA: Feeding America is the nationwide network of 200 food banks that leads the fight against hunger in the United States. Together, we provide food to more than 46 million people through 60,000 food pantries and meal programs in communities across America. Feeding America also supports programs that improve food security among the people we serve; educates the public about the problem of hunger; and advocates for legislation that protects people from going hungry. Individuals, charities, businesses and government all have a role in ending hunger. Donate. Volunteer. Advocate. Educate. Together we can solve hunger. Visit, find us on Facebook or follow us on Twitter.