Waitrose is reinstating its green token charity scheme, which encourages customers to vote for a social cause.
The Waitrose Community Matters initiative donates £4 million each year to local charities and community initiatives.
Tina Mitchell, interim managing director at Waitrose said: “Our greatest love at Waitrose is, of course, food. It’s what gets us excited for work every day, and it connects every partner no matter what their role.
“However, what also connects us is the communities we live and serve within, so we’re equally invested in the causes and programmes which strive to make a real difference in the towns and cities we care most about.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
As part of the scheme, selected projects with the most votes will receive a £1,500 donation, and the second and third highest will get £1,000 and £500, respectively, each quarter.
Mitchell added: “We hope customers will be as happy as we are to see the return of our voting stations this week, and we look forward to hearing those green tokens dropping into the slots once more.”
Marija Rompani, director of ethics & sustainability at John Lewis Partnership added: “We’d be nothing without the communities that are home to our stores. Through Community Matters, we can make a difference to the lives of local people through our love of food.
“It’s an exciting moment, as this programme has already donated over £50m to good causes. Now, with the return of our green tokens, customers can help us support local causes that are truly important to the people who live there.”
