KIND Fumes Debate That “Nice is Not Enough”

Kind Healthy Snacks | Healthy Snacks | Charity | Donations

Kind Healthy Snacks | Healthy Snacks | Charity | Donations

With the introduction of an extremely powerful video that explores the courage it takes to be completely kind towards strangers, KIND tries to discover and kindle a conversation about what it will take to overcome the divisions which separate this country.

The video release, in coexistence with a nationwide contest, is part of KIND’s effort to discover the difference between being “nice” and being “kind” – an oft overlooked unique distinction that has tangible suggestion on how we behave towards one another.

“We’ve all been overwhelmed by the historic rifts tearing our country apart. The empathy and respect that are part of America’s DNA and part of what make our country so exceptional cannot be taken for granted,” said Daniel Lubetzky, Founder & CEO of KIND Healthy Snacks.  

“For years, KIND has explored how difficult it is to step out of one’s comfort zone and practice kindness – especially towards someone with whom you disagree. Now, more than ever, that extra effort is required to rediscover our shared humanity and tackle challenges related to misunderstanding and intolerance.”

To begin a conversation around this ‘hot’ discussion, KIND has released a storytelling series that lightens this distinction and plays up the following themes:

  • Nice is polite but not always what we need to hear. Kind is honest and stands its ground.
  • Nice can be passive.  Kind requires action and courage.
  • Nice doesn’t add to problems. Kind solves them.
  • Nice is something you say. Kind is something you do.
  • Nice doesn’t bully.  Kind stands up to stop the bullying.

The most recent video in the series was directed by Emmanuel Lubezki, three-time Academy Award winning cinematographer of Birdman, Gravity and The Revenant, with co-director Chris Wilcha. Titled “More Than Nice,” the piece visually captures Emmanuel’s personal interpretation of kindness through the eyes of volunteers who leave jugs of water across the US-Mexico border.

The humanitarian group’s main intention is to prevent suffering and death of migrants. The very relevant issue hits home not only for Emmanuel, but also for Daniel, his cousin: both are Jewish-Mexican immigrants and proud citizens of the United States who have used their respective platforms to connect people, expand understanding and strengthen communities.  

“I was struck not just by the incredible courage but also by the tremendous empathy that these volunteers had, going out of their way to protect the well-being of fellow human beings they may never meet,” said Emmanuel Lubezki. “There is no sacrifice in nice, but being kind requires it.

In the video, we attempt to portray the human element of such a polarizing issue in a way that transcends politics and reminds us all of the frailty of the human body and the invincibility of the human spirit.”

KIND is inviting people to share their own take on the difference between nice and kind by submitting a written essay, photo or video. A panel of judges which include entrepreneurs, creative storytellers, journalists and activists, will choose three winners.

These judges include:

  • Joel Fields – Executive Producer & Showrunner of The Americans
  • Alli Maloney – News & Politics Editor at Teen Vogue
  • Jeff Weiner – CEO of LinkedIn
  • David Isay – Founder of StoryCorps
  • Arianna Huffington – Founder and CEO at Thrive Global
  • Sophie Elgort – Photographer and Co-Founder of Through Our Lens

In addition, winners will also receive $25,000 to donate to the charity of their choice, along with cash prizes and photography/videography gear to help fund their next creative project.

To learn more or enter the contest, visit

About KIND Healthy Snacks

Since its founding in 2004, KIND® has been on a mission to make the world a bit kinder one snack and one act at a time. KIND was born out of its founder’s strong desire to create a snack that was healthy and tasty, wholesome and convenient.

What started as a line of premium Fruit & Nut bars fumed the creation of an entirely new healthier snacking category. Today, KIND has a family of snacks that offer solutions for a variety of different occasions.

Its recipes include nutrient-dense, simple and premium ingredients like whole nuts, seeds, whole grains, and pieces of fruit. All of its snacks are gluten free and do not contain genetically engineered ingredients.

Since day one, kindness has been at the core of its business. KIND was founded with a social mission, called the KIND Movement, which celebrates and inspires kindness through acts big and small.

To learn more about KIND and to join our Movement, visit: