Society for Case Research MBAA 2020

Experience level: 
Intermediate
Intended Audience: 
Faculty
Authors: 
Cate Loes, Dana Shaw

Vikings Table: An Innovative Social Venture

The Minnesota Vikings National Football League team has partnered with a number of food insecurity nonprofits since the 1960s. Recently the organization has taken an innovative approach to bridge the gap for low-income children in the Twin Cities area who may go without meals, especially during the summer months. The Vikings, in conjunction with Second Harvest Food Bank and other individual and corporate donors, have built a custom-made food truck. The truck, completely decorated with the team’s name and logo will be present at all Vikings events operating as a normal food truck selling items to patrons of those events. The innovative concept behind the truck is its second purpose—feeding those in need. The proceeds from the sale of food during the Vikings events will fund the meals program.