First Quality and Cradles to Crayons Honored as “Faces of Philanthropy”

First Quality® and Cradles to Crayons® have been named as one of Philadelphia Business Journal’s “Faces of Philanthropy” for 2023 for their work together to fight childhood poverty and end diaper need.

Cradles to Crayons—a national organization with the mission to #EndClothingInsecurity—provides children from birth through age 12 living in homeless or low-income situations with the essential items they need, like clothing and diapers, to thrive at home, at school, and at play. First Quality manufactures diapers and other absorbent hygiene products and has partnered with Cradles to Crayons since 2021. In addition to providing volunteer support, First Quality donates a portion of all Cuties® diaper sales to Cradles to Crayons – more than $1 million so far.

The partnership began during a critical time in the pandemic, when many families were struggling to find and afford essentials such as diapers. Today, 1 in 3 Pennsylvania families with young kids experience diaper need and 3 in 5 Philadelphian children live in poverty. In addition to diapers and clothing, Cradles to Crayons provides children with coats, shoes, school supplies, and other basic essentials, serving over 70,000 children in the Greater Philadelphia region annually.

“The need for diapers remains critically urgent in our area,” said Michal Smith, executive director of Cradles to Crayons—Philadelphia. “Diapers are a key necessity for infants and toddlers, yet the purchase of them are not qualified by government support benefits. Half of American households with kids cannot cover their weekly expenses right now. When we can provide this critical essential, we provide relief for families stressed by the extra cost and worried about how they will keep their babies clean and dry. First Quality shares our belief that quality equals dignity, and together we are making a difference for Philadelphia children and families.”

 

Cradles to Crayons strives to connect communities as part of its mission, engaging volunteers to collect new and high-quality used children’s goods. Donations are processed and packaged by volunteers at its Giving Factory in East Falls, then distributed through its network of more than 330 service partners in the region. Through its direct donation online platform, Giving Factory Direct, supporters can fight clothing insecurity from anywhere by shipping outfits and coats directly to a child. In addition to Philadelphia, the national nonprofit also serves Boston, Chicago, New York City and San Francisco.

“Volunteering at the Giving Factory has further opened our eyes to the impact that Cradles to Crayons has on our communities,” said Kristy Rothberg, head of global marketing for First Quality’s absorbent hygiene business. “Everyone deserves access to the everyday essentials they need to thrive, and we are proud to support Cradles to Crayons in its work to end diaper need.”

“We are grateful for First Quality/Cuties’ commitment to providing the essentials children need and deserve,” said Lynn Margherio, Cradles to Crayons Founder and CEO. “Diapers are a baby’s most critical item of clothing, and Cuties’ partnership has helped us to meet more of the need in greater Philadelphia and across the U.S.”

On Thursday, April 13, the Business Journal honored Cradles to Crayons and First Quality along with 29 other philanthropic partnerships in Greater Philadelphia during a celebration at Rivers Casino. The partnerships were nominated by the public and selected by the Business Journal’s editorial board.