conversations How Do You Help Food Banks Get Exactly the Food They Need? Feeding America collects truckloads of food from food manufacturers, big-box and grocery stores, and other sources all over the country, and distributes them to 210 regional food banks according to need. In the old system, food banks were ranked based on which needed the most food. One by one, they were told what food they were going to get and how many pounds of it they were going to receive. Even if they had yogurt, for example, they had to take more yogurt or run the risk of those donation sources no longer offering food. That was inefficient and wasteful. Feeding America decided there had to be a better way. The organization came to us: Harry L. Davis [Roger L. and Rachel M. Goetz Distinguished Service Professor of Creative Management], Robert Hamada [Edward Eagle Brown Distinguished Service Professor of Finance Emeritus], Donald D. Eisenstein [professor of operations management], and me. We proposed a market in which food banks would bid fake money in auctions of all the food that was available. So instead of being handed more potatoes, the Idaho food bank could bid on peanut butter, which is more nutritious and desirable.