Asda to donate one million meals in new pledge to tackle hunger and food waste
Asda has launched a new initiative that will see it donate the equivalent of one million meals throughout the start of 2025.
The supermarket's 'Winter Fruit & Veg Pledge' will run from January until March, with over 420 tonnes of fresh fruit and vegetables donated to fareshare and the Coronation Food project in a bid to tackle hunger and food waste.
It will see fresh produce such as carrots, potatoes, parsnips, cabbage, citrus fruits and more donated to the UK charity by redirecting surplus ingredients within the Asda supply chain. Donations will be made by IPL, a subsidiary owned by the supermarket firm.
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The scheme is set to benefit Fareshare's nationwide network of charities that include afterschool and breakfast clubs, homelessness shelters, and older people’s lunch clubs. Around 50 million meals are expected to be delivered to families in need throughout the expensive winter period.
Donations made by IPL will vary during the 12 weeks the scheme is running and will depend on stock availability. It continues the support made by Asda and the subsidiary firm to the Coronation Food project over the past few years.
The landmark initiative, inspired by King Charles III, aims to tackle food waste and insecurity across the UK's four nations. It does so by rescuing surplus food and redistributing it to those needing it most while reducing carbon emissions.
Since 2023, Asda and IPL have supported the project, being an original partner to do so. The support saw 1.2 million Christmas dinners provided during the first initiative, supporting nearly 4000 charities and over 450,000 individual beneficiaries.
The 'Winter Fruit & Veg Pledge' also marks 11 years of partnership between Asda and Fareshare, with around 40 million meals being redistributed in that time. Over 800 charities and community groups are said to benefit from the partnership, with surplus food being directed from Asda store and depots.
Jane Berry, IPL Group Managing Director, said: “Food poverty is a significant problem in the UK, and with charities in urgent need of donations during the colder months, we hope our donation of one million meals can make a big difference to those most in need in our communities.
“We are immensely proud of our strong relationship with FareShare, which spans over 13 years. In that time, we’ve developed how we make waste efficiencies while better supporting the charities and communities that our redistributed food reaches. With Winter a particularly tough time for many, we’re delighted to continue our support of FareShare through this initiative and help the vulnerable members of the community in which we operate.”
Kris Gibbon-Walsh, CEO at FareShare, said: “We’re incredibly grateful to our longstanding partner Asda for donating the equivalent of over 1 million meals this winter. These nutritious fruit and vegetables will be transformed into meals by 8,000 charities we support, helping people in need, changing lives and strengthening communities during the cold winter months. This donation will make a huge difference, thank you.”
It's also not the only winter initiative on offer from Asda at the moment, with thousands of price cuts being made on popular staples as part of its 'Big January Price Drop' that is available online and in store.
Over 2,500 groceries and household staples that shoppers buy week in, week out have been reduced in price by an average of 26 percent. This includes major branded and own-branded items that range from chicken and cheese to washing up liquid and baby nappies.
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