Musgrave NI convenience brands SuperValu and Centra have joined forces with fintech charity Pennies so customers can donate to a local charity when paying by card.
It offers shoppers the chance to add a 20p donation on top of their purchases in participating stores to support the retailers’ long-term charity partner Action Cancer.
The partnership will also help to keep The Big Bus – a mobile detection unit delivering breast screening appointments to women outside NHS screening age (40-49, and 70-plus) – on the road.
It also offers skin cancer detection appointments and health checks to men and women.
Following a trial in six stores at the end of 2025, the Pennies donation facility is now live in 70 SuperValu and Centra stores across Northern Ireland. It has welcomed over 900,000 donations and raised more than £180,000 so far.
“We wanted to give customers who pay by card a simple way to support Action Cancer as part of their everyday shop,” said Musgrave NI MD Trevor Magill.
“Working with Pennies has allowed us to introduce an easy, optional micro-donation at the till and the response has been overwhelmingly positive. While each donation may be small, together they’re already making a meaningful difference.”
Action Cancer CEO Gareth Kirk added: “We have enjoyed an invaluable relationship with SuperValu and Centra since 2001, and their store teams, staff and customers have shown incredible support over the years. We’re delighted to be part of this new fundraising initiative, which elevates the partnership to another level. These small donations will go a long way to help us deliver life-saving services directly in communities across Northern Ireland.”
Pennies CEO Alison Hutchinson added: “We are really pleased to welcome Musgrave NI and its SuperValu and Centra brands to the Pennies’ micro-donation family, and know that customers will be generous and appreciate being asked to contribute a few pennies to such a fantastic cause. We look forward to the months and years ahead making great contributions in our communities.”
Pennies has now reached the landmark of surpassing 179 million donations across its partners, which include Lidl, Iceland, Holland & Barrett, Boots and Superdrug,
The charity has estimated that the donations present an “ambitious but achievable opportunity” to inject an annual £1bn into the UK charity sector if every UK cardholder gave 35p a week.
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