Children suffering from cancer and other grave illnesses are no different from healthy children. They want to learn, play, and live with dignity, just like any other child. Radio personality Don Imus and his wife Deirdre have seen how illness has stripped away the self esteem from these kids and they wanted to make a difference. In 1999, they founded The Imus Ranch. This sprawling ranch in Ribera, New Mexico is a working cattle ranch where children with cancer or serious blood diseases and children who have lost a sibling to these illnesses can have a sense of fulfillment and achievement. At the ranch, the children are treated like any other healthy child. They do chores, play, and are taught how to be responsible for themselves and others through various activities around the ranch.

Because these children have special needs, especially in terms of nutrition, their food is supplied by Imus Ranch Foods which produces organic and healthy food and snacks. Imus Ranch Foods and organic cleansers are also sold online with 100% of the proceeds going to the ranch.