In response to the continuing wildfires in Southern California that have destroyed thousands of acres of land, including homes and businesses, industry organizations such as Heart on Main Street and Gift for Life have announced plans to raise support to help.
Heart on Main Street, a nonprofit organization focused on helping independent retailers, has launched its From Ashes to Action Campaign to help provide direct support to independent retailers impacted by the Southern California wildfires. The organization plans to use donations to provide retailers with grants to reopen, education and mentorship programs to guide them through rebuilding and other resources.
Heart on Main Street is hosting a fundraising event from 4-8 p.m. Jan. 15 during Atlanta Market at AmericasMart in partnership with the rep group, The Link Companies. The nonprofit also has a donation site to help independent retailers impacted by wildfires.
Additionally, Gift for Life is rallying the gift and home industry to support World Central Kitchen’s Southern California wildfire relief efforts through a series of at-market fundraising events during the 2025 winter markets in Dallas, Atlanta, Las Vegas and New York City. World Central Kitchen’s relief team is working to provide immediate relief to impacted families and first responders by distributing fresh meals, water and sandwiches in Southern California, while evaluating ongoing needs.
“We are grateful for the generosity and solidarity of the gift and home industry as they join forces with World Central Kitchen to aid in wildfire relief,” says Sarah Mount, chair of Gift for Life. “The winter markets provide an opportunity not only to support the industry but also to make a meaningful difference for those affected by this disaster.”
Market organizers ANDMORE, Dallas Market Center and Emerald Expositions are all partnering with Gift for Life to host at-market fundraising events this winter to provide direct donation opportunities.
ANDMORE has launched a “United for California” campaign, which includes a $10,000 donation to World Central Kitchen, on-campus signage and donation QR codes across its Atlanta Market and Las Vegas Market campuses, along with additional tenant outreach to drive support. Additionally, Gift for Life’s Home vs Hunger team is launching its “Party with a Purpose” event at Atlanta Market Jan. 14 and ANDMORE’s Shoppe Object is planning a fundraiser that runs Feb. 2-4 at New York City’s Starrett-Lehigh Building.
“As wildfires continue to impact Southern California, ANDMORE is proud to join Gift for Life and World Central Kitchen in providing meaningful support,” says Jon Pertchik, CEO of ANDMORE. “We believe in the power of community and are committed to doing our part to help families and first responders during this difficult time.”
Dallas Market Center is encouraging donations through a social media campaign as well, and NY NOW is running a social media campaign, on-site signage and a Gift for Life-connected at-market Happy Hour Feb. 2 at New York City’s Jacob K. Javits Convention Center.
Throughout the winter markets, every contribution made to Gift for Life will help provide food, water and essential support to families and first responders who are working to combat the wildfires and restore safety to the region.
“The team at World Central Kitchen is committed to helping those impacted by the wildfires, and the support from the gift and home industry is invaluable in ensuring we can provide relief where it’s needed most,” says Matthew Tripsas, director of community fundraising for World Central Kitchen. “Every dollar donated during these markets helps deliver fresh meals, water and comfort to the communities in crisis.”
Gift for Life says the gift and home industry is standing united in the face of the wildfires to help bring comfort and support to communities in the middle of the crisis. Industry donations can be accepted during these winter market events or online at www.giftforlife.org/donate.
