Four supermarkets, Tesco, Morrisons, Sainsbury’s and Waitrose, have unveiled a new campaign aimed at tackling hunger in the UK.
This comes after research from the Food Foundation Food Insecurity Tracker showed that one in seven people in the UK go hungry.
The campaign, titled ‘Let’s make a meal of it’, will encourage consumers to donate to food redistribution charity FareShare online or round their totals up at a till in store. According to the supermarkets, every £1 raised will provide five meals.
It will run in Morrisons and Waitrose online and in Tesco’s and Sainsbury’s online and in-store. The campaign will also run across social and colleague channels for all four stores.
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Simon Roberts, CEO of Sainsbury’s and President of IGD, said: “At Sainsbury’s, we believe everyone should have access to good food. This is a breakthrough for the UK food industry to be working together in this way to tackle food poverty and just shows what is possible in delivering real and positive change.”
The food industry has set up a new coalition, Alliance Food Sourcing, to stop edible food being wasted and giving it those who need it most.
The coalition is led by IGD (the Institute of Grocery Distribution), FareShare, and The Felix Project and was created out of the Coronation Food Project.
Matthew Barnes, UK CEO of Tesco, said: “We are excited to support the Let’s make a meal of it campaign and strengthen our partnership with FareShare. Collaboration is key to addressing food insecurity, and we are happy to partner on this with the other retailers.”
