Food delivery firm Deliveroo has launched a new food donation collection service in partnership with the Trussell Trust, a food poverty charity.
Deliveroo’s ‘Collecteroo’ initiative will see drivers collect unwanted and unopened food items before delivering them to Trussell Trust food banks across the UK in London, Birmingham, Manchester, Glasgow, and Cardiff.
Celebrity brand ambassador and two-time Olympic boxing champion Nicola Adams will join the taskforce to raise awareness around the initiative, and will even complete the first pick-ups.
The Collecteroo programme will begin on 12th December in Manchester, before passing through Glasgow (13th), Cardiff (15th), Birmingham (16th) and ending in London (17th). More information can be found on the service’s dedicated microsite.
“Our partnership with the Trussell Trust has already provided 1.5 million meals to food banks and communities across the country, thanks to Deliveroo customers in the UK who have donated so far,” Deliveroo CEO and founder, Will Shu said.
“Our research highlights that people have food in their cupboards that they would like to donate, so working closely with the Trussell Trust, our ‘Collecteroo’ service will help make it easier for people to donate by connecting local residents to local food banks. Together with our consumers, we are committed to helping to tackle hunger across the UK.”
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The initiative was launched after Deliveroo-commissioned research indicated that 74% of Britons would happily donate unopened food items to charitable organisations.
Since partnering with the Trussell Trust in April, Deliveroo has launched a new in-app function for users to round up their orders with proceeds going to the charity. To date, Deliveroo’s customers have helped provide 1.5 million meals to Trussell Trust food banks across the UK.
Trussell Trust director of network programmes and innovation, Danni Malone added: “Food banks in the Trussell Trust network are facing their toughest winter yet and expect to distribute more than 1.3 million emergency food parcels over the next six months – more than half a million of these parcels will be for children.
“This drastic increase in need means that food banks are currently distributing more food than they are receiving and this is placing significant pressure on them at a time when they’re also struggling with rising operational costs including energy bills and petrol prices.
She continued: “All of these factors mean that we need donations more than ever before and are therefore delighted to be working with Deliveroo on their collection campaign this winter.
“The ‘Collecteroo’ initiative will make a real difference to our food banks in these cities by making it easier to donate and helping to ensure that they have the stock they need to keep going this winter.”
