the idea of people buying our product because we are EAs makes me uncomfortable.

I'd probably feel like I'd delivered an ultimatum to someone else, even if they were the one who actually made the suggestion.

I think many people would run the equation the other way -- buying from a company that gives a potion to charity is a way to pressure competing companies to do the same. In other words, MealSquares give consumers a way to put pressure on the industry. Of course, there are a lot of ways that that model could be flawed, but you're hardly abusing the people who make that choice.