Morrisons aims to bring together the more than one million older people in UK without an invitation to a festive dinner, by funding a series of events aimed at tackling loneliness this Christmas.
The Morrisons Foundation has donated £50,000 to funding the hosting of 100 ‘Our Christmas Spread’ meal events across the UK by the Royal Voluntary Service.
An estimated 1.2 million people over 70 will go without an invitation to a Christmas meal this year, according to research commissioned by the Royal Voluntary Service and Morrisons. Some 40% of those people say they typically eat all three meals a day alone, the research showed, while one in three older people living alone say Christmas time exacerbates their feelings of loneliness.
It comes as charities are struggling amid rising demand, with one in four unable to provide the support needed.
“At Morrisons we know that food can be a source of comfort and connection,” said David Scott, chair of the Morrisons Foundation.
“We are proud to be supporting Royal Voluntary Service’s Festive Spread events, which will provide the opportunity for people experiencing loneliness to enjoy a festive meal and companionship this holiday season.”
The campaign is being supported by celebrity chef Rosemary Shrager, who is an ambassador for the charity.
Food has a wonderful way of bringing people together – it’s comfort, joy, and love all rolled into one,” Shrager said.
“That’s why I’m absolutely thrilled to be supporting Royal Voluntary Service and Morrisons Foundation with the Festive Spread campaign this Christmas.
“No one should feel alone at this time of year, and sharing a meal made with care and kindness can make all the difference. I can’t wait to see communities come together, to see hearts become full and bellies become fuller!”
It is Morrisons’ latest festive campaign aimed at tackling loneliness, following the launch of Talking Tills across all of its supermarkets last week.
During the four-day campaign, staff manning the designated talking tills offered slower service and a chat to customers wanting more meaningful conversations.
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