Unprecedented times call for unprecedented solutions.

As we consider the impact of COVID-19 on the world, we are shocked by how disproportionally this is affecting men. While Latina women are losing 53 cents, Indigenous women 58 cents, Black women 62 cents, and white women 81.6 cents on the dollar, a man is losing an entire dollar. And for perhaps the first time in his life, he is forced to work from home in the presence of his children.

We’ve never been ones to sit around and wait for action to be taken, so we’re rolling up our sleeves and getting creative. That’s why we’re launching Coalition Cookies, a new initiative designed to take the burden off of men.

“Our hearts go out to these individuals who are dealing with the unthinkable. Their entire way of life has been upended,” Jen Gurecki, our CEO said. “Giving men cookies is the least we can do in their time of need.”

We know we cannot do this by ourselves, which is why we are going to put men back to work and hire them as bakers. It’s only logical to encourage men to make baked goods for other men given that Coalition Snow is comprised of a team of women who make hard goods for other women. “It’s really empowering to step outside of the box and challenge social norms,” Gurecki said. "A man's place can be in the kitchen."

We've also partnered with men who can no longer get outside and recreate the way they are accustomed to. That’s why we’ve teamed up with Alex Honnold and Black Diamond to use their custom spatula to hand mix the dough. “Sending it is a basic fundamental need they have, and they’ve been robbed of that,” Gurecki added.

Ultimately, Coalition would love to transition this enterprise to be operated by a team of men. Because in a perfect world, the only people handing out cookies to other men would be men themselves.

Want to support this initiative? Click here.