Supermarket chain Sainsbury’s and food poverty charity FareShare have teamed up again this year to launch the 2012 Million Meal Appeal, which aims to donate in excess of one million meals to those most vulnerable in the community.
The appeal, which will take place this weekend (6-7 October), was first launched in November 2011 and succeeded in raising over 1.2 million meals for those exposed to extreme financial pressures. This year they are anticipating an even bigger response, with more Sainsbury’s stores participating.
"We were overwhelmed by the success of the 'Million Meal Appeal' last year. Both our customers and our colleagues got right behind it. This year we're doubling our efforts to 'Help Feed Those In Need' by running it over two days instead of one, and also extending the number of stores it runs in and taking it online. We've seen how for a relatively small cost, we and our customers can make huge difference, and would encourage everyone to get involved", said Sainsbury’s CEO, Justin King.
The initiative invites visitors to participating Sainsbury’s supermarkets to donate money or certain items of food. Participators are required to purchase an item of food such as tinned food, tea and dried pasta or rice, before donating them to a collection box.
Sainsbury’s have pledged to match any donations they receive and will pass all proceeds onto FareShare, who will then distribute the food to its network of ‘700 charities and community projects’, including hostels, breakfast clubs and women’s refuges.
FareShare’s CEO, Lindsay Boswell added: "The Million Meal Appeal has come at a crucial time. Around 5.8 million people are living in deep poverty in the UK, meaning they struggle to afford basic things like food. I hope many customers can support the Appeal and help us to provide even more food to the range of charities we support across the country."
FareShare is a UK based charity that seeks to address both food poverty and food waste. They have been operating as an independent charity since 2004 and aim to ‘help vulnerable groups’ and reduce the wastage of edible food. They were, in 2010, voted ‘Britain’s most admired charity’.
The Meal Appeal forms part of Sainsbury’s ‘Live Well For Less’ initiative, which among other things, promotes causes such as sustainable fishing, animal welfare and the Woodland Trust.
Read more information about the 2012 Meal Appeal
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