As you can tell from my accent, I’m born and raised a proud Texan. Nah, I actually grew up in England, in a small country village about two hours outside of London.

I came out to the US to play a funny version of your football – Rugby. I completely fell in love with your country. And more importantly, fell in love with my beautiful, whip-smart wife Kim. Kim and I just welcomed our third little one this year.

I spent the past 15 years in the most high-tech, high-stakes business: making sure that each of you have lovely make-up bags. Despite the business being both challenging and fun, I wanted to do something a bit more impactful.

In the retail business, you spend a lot of time walking through the aisles of stores. You check out what’s selling and ask yourself, could I do better?

Shopping one afternoon with Kim, she sent me off to get paper plates. I couldn’t find a thing worth buying. We were planning a party (something we do well!) and all my options looked boring and bland. Not at all up to the standard of my famous greyhounds.

Chatting with my business partners, we knew we could do better. We could make paper plates more colorful, more fashionable. And compared to these “one night stand” products on the shelf, we could make something with real positive impact.

Did you know 49 million people in the U.S. are affected by hunger? According to the USDA, 1 in 6 Americans doesn’t always know where their next meal is coming from. 1 in 6! In this amazing country.

That’s why, with every Cheeky product you buy, we’ll help donate a meal right here in the U.S. We’ve teamed up with Feeding America to deliver meals to those who need them.

Cheeky has the potential to play an integral role in ending hunger in America, for good!

My business partner Ido Leffler talks about three pillars: incredible people, kick ass product, and amazing cause. It’s a bit Cheeky of us to think we can wipe out hunger, but with this recipe, I know it’s possible.

Written by: PJ Brice, CEO and Founder