Supermarkets are set to launch the biggest joint industry campaign yet to raise money to tackle food poverty.
Having gone into partnership for the first time last year with the Let’s Make a Meal of It campaign, retailers are launching this year’s campaign next week. This time M&S will be joining Morrisons, Sainsbury’s, Tesco and Waitrose to become the fifth supermarket involved.
The collaboration is being co-ordinated by the industry’s Alliance Food Sourcing operation, which was launched in 2024 in response to King Charles’ Coronation Food Project.
The campaign, which will run throughout April, will encourage millions of customers to donate online or round up payments at the till, with every £1 raised set to provide five meals for people who need them. And all the money donated will go to The Felix Project and FareShare, which works with over 8,000 frontline charities and community groups across the UK.
“We believe good food should be for everyone and are proud of our continued involvement in this campaign,” said Simon Roberts, CEO of Sainsbury’s and president of the IGD. “It shows how working together as an industry can help drive meaningful change and tackle food poverty.”
Nicky Robinson, director of Alliance Food Sourcing, added: “It’s great to see so many leading food businesses coming together within AFS, but we urge others to join us. The opportunity to do good is vast. By partnering up, thousands of tonnes of good, surplus food are already being rescued from the food supply chain, reducing waste and providing meals for the most vulnerable in our society – often by making relatively simple changes.”
Full dates for the Let’s Make a Meal of It campaign are:
Tesco: 6-11 April in stores, 6-30 April online
Morrisons: 6-18 April online
Sainsbury’s: 13-24 April in stores and online
Waitrose: 22 April to 5 May online
M&S: 27 April to 3 May in stores.
No comments yet