Media channel and lifestyle brand “It’s a Southern Thing” is supporting communities across the country during the ongoing COVID-19 pandemic crisis by hosting an online charity auction to benefit World Central Kitchen (WCK).

Together with VIP Partnership Group – which works with Hollywood’s biggest studios to offer screen-used film and television memorabilia and collectibles – IAST is launching an eBay-hosted charity auction, running July 7-14. 50 percent of the proceeds will benefit World Central Kitchen. For more information, visit the auction’s official website.

“Southern hospitality means helping communities and that includes recovering from the impact of the COVID-19 pandemic,” says Cynthia Money, chief brand officer, Red Clay Media, which owns It’s a Southern Thing. “A prepared meal during this trying time of quarantine and social unrest is more than sustenance, it’s showing that we stand with communities and people across the country and that each and every one of us matters. We are proud to partner with World Central Kitchen and to support Chef Andrés’ compassionate and nurturing approach to feeding those in need and supporting restaurants which may be struggling as well.”

The announcement comes following news that IAST launched new product lines earlier this year.