Tony Robbins recalls, as a child, a stranger who delivered groceries and a frozen turkey to his family during a tough Thanksgiving in the early 1990s—an event that sparked his lifelong fight against hunger. On November 21, 2014, Robbins and Feeding America launched the 100 Million Meals Challenge, with Robbins pledging 50 million meals from the proceeds of his book Money: Master the Game and inviting the public to match his contribution, raising the target to 100 million meals.
In 2017, the partnership announced an expanded ambition: one billion meals by the end of 2025, a goal that would require sustained matching gifts, book royalties, and a broader donor base. Robbins amplified the campaign by contributing an additional $10 million during the COVID‑19 pandemic, reinforcing the network of local food banks that would distribute the meals.
By September 2022, Feeding America reported 914 million meals served, signaling that the campaign was ahead of schedule despite rising food and transportation costs. The achievement reflected the power of Robbins’ personal and business giving, which was matched by thousands of donors across the country.
On November 29, 2023, Feeding America announced that the 1 billion‑meal milestone had been crossed, nearly two years before the original 2025 deadline. The organization credited Robbins and the nationwide donor community for delivering 1 billion meals to families facing hunger across the United States.
In April 2025, Robbins and Feeding America unveiled the Next Billion Meals Challenge, a ten‑year initiative aiming to deliver another billion meals by 2035. The new effort includes a lead matching gift from Robbins and builds on the 50 million meals already saved, positioning the partnership as a long‑term solution to U.S. hunger.