Seeing that the cup was a powerful visual tool to help show the world how little food it takes to make a huge difference to a child's life, Sheeran never travels without it.
The Red Cup is a symbol that simultaneously defines the challenges facing WFP and the struggle for survival that is a daily concern for those living on the edge of poverty.
An empty cup symbolizes hunger, malnutrition, and often disease, hungry families, children out of school, and weakened communities.
In February 2008, he supported a launch event for "Fill the Cup" in the northern Italian city of Milan, participating in a news conference alongside WFP Executive Director, Josette Sheeran, and President John Kufuor of Ghana.
In March 2008, WFP Ambassador Against Hunger, American actress Drew Barrymore, donated US$1 million to the World Food Programme on The Oprah Winfrey Show.
On the television program, Executive Director Josette Sheeran explained that for 25 US cents a day, WFP can provide a school meal which feeds bodies, and minds and transforms children's lives.
Many children who lack food are unable to learn, meaning they lose an opportunity for personal development which ends up costing their family, community and economy.