There may not be much merchandise on Gwyneth Paltrow’s Web site Goop that is less than $30—$675 leather bracelet and $100 children’s crop tops are a reality, and Paltrow is here to sell them. But the Oscar winner and lifestyle guru announced on Thursday that she will valiantly attempt to exist on a very non-Goop budget this week by subsisting on $29 worth of groceries.

Why exactly? Because her friend, chef Mario Batali, who is also a member of New York City’s Food Bank board, challenged her to complete the #FoodBankNYCChallenge. The challenge encourages people to spend only $29 on groceries all week to bring awareness to New York City’s food pantries, which received a a surge in traffic once congress cut food stamps benefits.

Paltrow announced her participation in the challenge by posting this Tweet as evidence.

Note that the luxury maven, who gained Internet notoriety for her expensive cleanse recipes on Goop, purchased generic Safeway brands in her budget grocery haul. Batali is promoting the challenge as he works with other chefs to campaign for Congress to not slash food stamp benefits any further. (Congress cut them twice since 2013, Batali explains on the cause’s Web site.)

Like the Ice Bucket Challenge, the celebrity-embraced cause du jour of 2014, participants are encouraged to nominate others. Paltrow passed the proverbial baton by nominating Korean chef Roy Choi, the mastermind between Los Angeles’s gourmet Korean taco truck Kogi.

Last month, Paltrow responded to claims that Goop was “super luxury” and “out of touch” in an interview with Bloomberg.

“I think there is sometimes a miscommunication,” Paltrow explained. “We aren’t a super-luxury site but we’re aspirational. We have things on there that cost $4. We have things on there that cost $500. Sometimes I think that some of the criticism Goop gets is because people haven’t actually gone to the site and looked around and seen what we actually are.”

Regardless, this Food Bank initiative may mark Paltrow’s most affordable lifestyle challenge yet.