In early March, Cole Riley launched Founders Market, a food discovery network aimed at sharing the stories of the founders behind some of the most exciting food brands. It wasn’t long before his business pivoted. Following the outbreak of COVID-19, he paused content operations to focus on a new initiative designed to support relief efforts in New York City, one of the pandemic’s hardest hit areas.

We caught up with him to learn more about Founders Give, a new initiative that’s rallying the food and beverage community to come together to support the doctors and healthcare workers on the frontlines of COVID-19. He shares how in the 17 days since launch, he’s created a movement that involves more than 260 brands, 1.3 million products, and 28 hospitals.

“Right now we have one truck,” Riley told ForceBrands in our exclusive interview. “I think 250,000 units moved is noble, but I just know that we can move a lot more if we have a little bit more help on the trucking side.”

Trucks, more brands, and more products — here’s what Riley needs from you and how you can help support Founders Give:

Here’s how to get involved:

1. Visit
2. Follow @foundergive on Instagram

We will continue to share updates of Founders Give across our platforms to help inspire the community to continue the positive momentum.