Message from the Founder

Rita Coelho Wolff


After volunteering with different institutions that support families facing some of life’s biggest challenges (domestic violence, abuse, eviction, poverty), my heart cracked right open to the adversities so many families still face despite all of the available resources scattered around our communities. Hunger is one such adversity that is present in every community in America today; it is estimated that one in seven people in the USA, including 15 million children, are food insecure. Let those numbers sink in for a second; so many parents, teenagers and young children, all not knowing where their next meal is coming from, are all close by. The fact that even in wealthy communities, privileged neighbors who are willing and able to help live alongside families with small children facing food insecurity was shocking and eye-opening for me. But as I witnessed the struggle of many, I also witnessed the generosity and solidarity ready to pour into the lives of those that needed it the most. Big on Kindness was consequently born from strong desire to make a difference in peoples’ lives by finding effective and very tangible ways to support struggling families with small children.

As a mother of two beautiful children, one of my biggest goals was always to make sure they grow up to be kind human beings above all things and to care for others. Kindness can take many forms and sizes, but it is undoubtedly a very simple, yet powerful way, to tell a struggling human being that there’s love and hope to be found in the world. It’s a universal language that all of us, from any walk of life can understand and therein lies the incredible power of Kindness.  

That is Big on Kindness: those who have resources sharing them with those who don’t. 

With Gratitude, Rita

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