Neighbourly, the food redistribution platform that direct surplus from supermarkets to food banks, has launched a ‘participation badge’ for retailers to highlight their involvement.
Shoppers can scan the mark to find information on the food banks and other community causes that benefit from the surplus of retailers including Marks & Spencer, Aldi, Lidl and Sainsbury’s.
Partner retailers are eligible to roll out the mark at stores and online from today, in a launch timed to coincide with United Nations International Day of Charity.
Anyone scanning the mark will be taken to a ‘Neighbourly profile’ for the retailer, showing the funding, volunteering and surplus provided.
As well as highlighting the effort to shoppers, the initiative also aims to provide visibility of the work to charities, as well the retailer’s own workers.
“Businesses can say they give back to local communities, but the details are often difficult to find for the people who care about them the most and it is a delicate balance for businesses wanting to publicly evidence their support for good causes,” said Neighbourly CEO Steve Butterworth.
“The Neighbourly Mark provides real-time proof in the places people already meet the brand. If you want to know what sits behind the claim, you can simply click or scan it.
“It is increasingly important to customers deciding who to trust, to employees who want to see what their company contributes, and to buyers looking for evidence of past social value delivery. It also makes the starting point for understanding the company’s commitment much more useful than a claim on its own.”
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