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Taco Bell Foundation Launches $10M In Live Mas Scholarships

What’s better than tacos? Tacos with money and a purpose.

The Taco Bell Foundation, Taco Bell’s 501c3 non-profit, recently announced its ninth annual Live Más Scholarship program, with $10 million in scholarships available.

The 2024 program will “provide over 1,000 passion-driven students with resources to fuel their educational dreams,” according to a release. Out of the $10 million total, $7 million will go to Taco Bell fans nationwide, while $3 million will go to Taco Bell employees. Amounts of scholarships range from $5,000 to $25,000 per recipient.

The Live Más Scholarship isn’t scholastically based, as the chain touts it as a “one-of-a-kind passion-based scholarship, (which) allows students aged 16-26 to highlight their passion and educational aspirations.”



Students apply via a two-minute video. This year’s winners have a “variety of passions and nontraditional paths, with numerous scholars attending community college, vocational or trade schools,” per the release.

"The Live Más Scholarship cultivates a passionate community of diverse individuals united by their shared commitment to breaking down barriers for the causes they believe in," said Jennifer Bradbury, executive director of the Taco Bell Foundation. "We provide them with pathways to access new opportunities and resources, empowering them to create the change they envision."

Money for scholarships awarded to Taco Bell fans is funded by customers through the Taco Bell Foundation's yearly Round Up fundraiser, in which the average donation is 44 cents. Taco Bell Corp. and franchisees fund employee scholarships.

The taco chain’s nonprofit has also launched a newly formed Live Más Scholarship Alumni Leadership Council, which is comprised of 12 alumni from the program. These leaders will commit for one year to help  “drive engagement, amplify stories, elevate narratives and foster relationships throughout the Taco Bell Foundation board.”

The Live Más Scholarship Summer of Connection, a conference designed to cultivate career skills and connections, will be held in July in San Diego and is open to Live Más Scholarship winners.

Since launching in 1992, the Taco Bell Foundation has awarded over $155 million in grants and scholarships for education and career training.

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