Newman’s Own to Launch ‘Pay What You Want’ Food Truck Tour on April 15

It’s too late for making a charitable contribution on your 2024 taxes, but consumers can contribute to a worthy cause via the Newman’s Own “Pay What You Want” food truck. Beginning on April 15, the truck will begin a tour through the Eastern and Southern U.S. that will run through October 2025. All profits will be given away via the Newman’s Own Foundation, started by the late actor Paul Newman to help kids who face adversity.

The Food Truck tour kicks off at NYC’s Bryant Park. Visitors can pay what they want for pizza, salads, cookies, coffee and even dog treats. The tour’s goal is to raise $500,000, and Newman’s Own will rotate the menu throughout the tour, which will include communities surrounding Philadelphia, Washington, D.C., Charlotte, N.C. and Atlanta.

Call for Brand Ambassadors to Join ‘Paul’s Pit Crew’

Additionally, Newman’s Own will hold a nationwide casting call for “Paul’s Pit Crew,” (Newman was an accomplished amateur racer) on April 15. These brand ambassadors will travel to key locations with the food truck, sharing behind-the-scenes moments and promoting the initiative on social media.

“We’re excited to bring back the Pay What You Want food truck bigger and better than before,” said Rob Master, Chief Marketing Officer of Newman’s Own in a statement. “With an expanded tour, hundreds of stops and the search for Paul’s Pit Crew, we’ll reach more communities than ever and benefit more children in the process.”

This will be the second year Newman’s Own has toured the truck; last year it served pizza at more than 20 stops to test the power of the pay-what-you-want model. Customers paid more than the average retail price for their purchases last year, indicating that people give generously when they know their purchase is helping others.

“We are proud to see the Pay What You Want Food Truck continuing Paul Newman’s legacy of radical giving,” said Alex Amouyel, President and CEO of Newman’s Own Foundation in a statement. “Whether people choose to ‘pay’ $1, $10 or $100 for a slice or a salad, it’s in fact a donation to the Foundation and our mission, to nourish and transform the lives of children who face adversity.”

Since the Newman’s Own foundation was founded in 1982, it has donated more than $600 million to a range of good causes, including offering nutritious food in schools, support for indigenous food justice and, through SeriousFun Children’s Network, creating positive childhood experiences for kids dealing with serious illness.