Shields said that the company noticed an uptick in sales in the months leading up to the 2016 presidential election, and, again last year, amid fears of nuclear escalation with North Korea. Like Wise Company's former CEO Aaron Jackson, whom Bloomberg previously dubbed “America’s Survival Food King,” Shields said he likes to think of Wise’s products as “an insurance policy.”

Nygaard is a busy woman: In addition to working a full-time job, raising chickens, and growing sweet corn, potatoes, and peppers, she runs a blog called Living Life in Rural Iowa, where she shares bits of wisdom that she’s learned on her prepping journey. Looking back, Nygaard says becoming a prepper encouraged her to develop new skills, including the sorts of home repairs and outdoor work she once counted on her husband to tackle. “Before you get divorced, you’re like, ‘Oh, that’s outside. My husband can take care of that.’ And then when you become a single parent, you’re like, ‘Wow, I have to do outdoors and indoors — why did I think he should take care of all that?’ You have that sense that you can do just about anything you set your mind to.”
“There is a time in every man’s education when he arrives at the conviction that envy is ignorance; that imitation is suicide; that he must take himself for better, for worse as his portion; that though the wide universe is full of good, no kernel of nourishing corn can come to him but through his toil bestowed on that plot of ground which is given to him to till. The power which resides in him is new in nature, and none but he knows what that is which he can do, nor does he know until he has tried.”
But mothers like Nygaard, Luther, and Bogwalker probably don’t need to a sociologist to remind them of that: They’re busy taking care of the kids, cooking, cleaning, running their own business, and doing their best to ensure that everyone around them has everything they need. It can be hard to draw the line between being a mom who is a survivalist and simply being a mom who lives her life with an eye to the future, but maybe that’s kind of the point: In giving traditional “women’s work” a name — like prepping or homesteading — they’re simply making that work more visible.
This past September, Wise Company’s products proved lifesaving in a very urgent sense: Strapped for rations following the double whammy of Harvey in Texas and Irma in South Florida, FEMA placed an order for 2 million servings of food to relieve Maria’s victims in Puerto Rico. On a typical day, though, its selection of 72-hour, one-week, and one-month survival kits, packaged in boxes that can easily fit under a bed, seems more geared toward everyday Americans looking to prepare for the unknown.
Disaster preparedness provides a platform to design effective, realistic and coordinated planning, reduces duplication of efforts and increase the overall effectiveness of National Societies, household and community members disaster preparedness and response efforts. Disaster preparedness activities embedded with risk reduction measures can prevent disaster situations and also result in saving maximum lives and livelihoods during any disaster situation, enabling the affected population to get back to normalcy within a short time period.
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