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Wallace uses Hurricane Katrina as an example. Without minimizing the tragedy of the storm that caused untold devastation along the Gulf Coast, City Harvest needed to sustain it donors, even those who might have been contributing to efforts aimed at helping Katrina victims. In its messaging, the organization used lessons learned from Katrina to point out how vulnerable some parts of society are, even in an urban setting, and how easily people can be left without food and other necessities.