The brand will offer businesses free products from its ‘For Professionals’ range
Coffee shop owners can apply for the stock through Alpro’s website from 30 April
The products will be delivered in partnership with wholesalers once businesses reopen
Alpro has announced a support package for independent coffee shops during the coronavirus lockdown.
The initiative will see the plant-based brand offer businesses free products from its ‘For Professionals’ range to help them when they reopen.
An initial £125k will be spent by the brand on the free stock and on a social media campaign to support baristas. Details of an additional £200k financial aid package is also due to be unveiled by the end of the month.
“Our independent coffee shops are facing unprecedented uncertainty right now as a result of Covid-19, and many are dealing with significant financial challenges,” said marketing director at Alpro UK & Ireland, David Jiscoot.
“We want to do all we can to alleviate these pressures once we are through the other side of this, and we hope that setting up a free supply of our plant-based drinks range will take some of the pressure off cashflow.”
Coffee shop owners can apply for the stock through Alpro’s website from 30 April with requests to be fulfilled on a first-come, first-served basis. The plant-based drinks will then be delivered in partnership with wholesalers once businesses reopen.
Alpro has also announced it has a financial fund in development that will offer immediate financial aid to independent coffee shops facing financial difficulties. The firm said its ‘In It Together’ fund would be made available by the end of April.