Rebel Kitchen owner Nurture Brands has switched its charitable donations to focus exclusively on UK-based food redistribution charity FareShare.
Previously the group had supported a range of UK and international charities, donating 1% of annual revenues to good causes via the ‘1% for the Planet’ initiative.
Nurture said its decision to focus on a domestic charity was fuelled by the ongoing cost of living crisis. The move will see 1% of all Nurture Brands’ net product revenues going exclusively to FareShare in the future.
“With many British households continuing to be under severe economic pressure, it makes sense for us to concentrate our support in Nurture’s home market,” said marketing director Sarah Lawson.
“FareShare’s work is unparalleled in reach and impact, so we’re delighted to cement our relationship with the charity and help support those most in need in the UK.”
For 30 years, FareShare has worked with the food industry to redistribute surplus food, which might otherwise go to waste, to a network of more than 8,000 charities in the UK. In 2023-24, the charity distributed 56,000 tonnes of food, reaching in excess of one million people and supporting communities in need.
Nurture was started by Ben Arbib in 2019 as a platform for sustainable, plant-based brands. Today the company’s portfolio is made up of juices and raw coconut water under the Rebel Kitchen brand, Emily Seaweed Crisps and Jax Coco. All Nurture’s brands are B Corp certified.
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