Tucson Federal Credit Union tackles student food insecurity with grocery cards

Tucson Federal Credit Union will distribute 200 grocery gift cards through Tucson Unified School District schools as part of a pilot program addressing food insecurity in the community. The initiative reflects the credit union's commitment to supporting students with dignity while honoring its roots as an institution founded by teachers.

When a student confides to a teacher or counselor that their family struggles to put food on the table, the conversation can carry shame and embarrassment. Tucson Federal Credit Union wants to change that dynamic by equipping educators with a simple, dignified response: a $50 emergency gift card for groceries and household necessities, ready to hand over without fanfare or paperwork.  

The Arizona credit union will launch the pilot program later this month, distributing 200 gift cards across three Tucson Unified School District (TUSD) schools (one primary, one middle school, and one high school), all located near the credit union's Midtown headquarters.

"This is about meeting families with practical support in a way that protects dignity," said Krystal Adams, chief operating officer at Tucson Federal Credit Union. "School counselors and educators are often the first to recognize when a family is under strain. By placing these resources in trusted hands at the school level, we can respond quickly and thoughtfully, right where help is most needed."

Addressing a growing need

The initiative arrives as child food insecurity continues to climb. According to the U.S. Department of Agriculture, 14 million children lived in households experiencing food insecurity in 2024, with 17.9% of households with children facing food insecurity in 2023.

John Jackson, vice president of culture and development at Tucson Federal Credit Union, noted that the credit union observed an uptick in need within its Midtown community. Families experiencing food scarcity and unhoused individuals seeking resources prompted the credit union to consider how it could provide meaningful support beyond traditional charitable donations. The program emerged from a collaboration between Jackson's HR team and CFO Chris Fonseca.

"If you don't have the basic essentials such as shelter or food, it's hard to kind of engage in other things of life, specifically education and being developed," Jackson said.

Rooted in the credit union's history

Tucson Federal Credit Union traces its origins to teachers within Tucson Unified School District, a connection that shapes its community outreach to this day. The credit union, which holds nearly $1 billion in assets and serves approximately 53,000 members, chose to pilot the program in TUSD schools as a natural extension of that founding mission: to empower people and improve lives through service, education, and access.

The $10,000 investment (200 cards at $50 each) represents a deliberate shift in how the credit union approaches community giving.

"It's not just throwing a check at them and saying, 'Do as you please,'" Jackson explained. "I think it helps being able to have those interactions with the superintendent of TUSD as well as administrators so that they know that they have a partner in the community that's willing to talk about different ideas that they see first-hand."

Privacy by design

The program prioritizes student privacy. Teachers, counselors, and administrators will identify students who may benefit, but the credit union will not collect personal information about recipients. Tracking focuses solely on how many cards were distributed, allowing the credit union to gauge demand and potentially expand the program.

"We're not looking for any personal information or details about the interaction," Jackson said. "It's ultimately going to be how many occurrences came up and how many gift cards were distributed."

This approach allows students to participate without stigma while empowering them to involve their families. Jackson envisions students telling their parents, "’This is something that I was offered,’ and hopefully can help them out in some way, shape or form."

The credit union difference in action

Importantly, the program extends beyond the credit union's membership. Students and families receiving gift cards need not be Tucson Federal members, an approach that Jackson says reflects the credit union philosophy of "people helping people."

"It's just doing the right thing,” Jackson said. “And I think the mentality of starting at least with our Midtown area, being a good neighbor in terms of how we're doing our community giving."

The initiative complements the credit union's broader community engagement strategy, which includes supporting teacher professional development days, partnering with nonprofits near its seven Pima County branches, and encouraging employee volunteerism.

Expanding the model

If the pilot succeeds, Tucson Federal Credit Union plans to expand the grocery card program to additional district areas. Success will be measured through distribution data and anecdotal feedback from educators, though Jackson emphasized that the program's value extends beyond traditional return-on-investment calculations.

"I think it's bringing the human aspect back to what community actually means," Jackson said. He added that credit unions can distinguish themselves through this type of work: "From a financial services partner standpoint, it's not just about giving you a good rate on an auto loan, it's really about understanding who you are, where you're at, and how we can help you."