Asda Makes Pledge to Donate One Million Meals in Effort to Combat Hunger and Food Waste
Asda has unveiled a new initiative to donate the equivalent of one million meals in the early months of 2025. Termed the ‘Winter Fruit & Veg Pledge’, the supermarket’s campaign will be active from January through March, aiming to contribute over 420 tonnes of fresh fruits and vegetables to Fareshare and the Coronation Food project. This move is part of Asda’s commitment to address issues of hunger and food waste, with surplus produce like carrots, potatoes, parsnips, cabbage, citrus fruits, and more being redirected within Asda’s supply chain to support those in need.
The donations, facilitated by IPL, a subsidiary of Asda, will benefit Fareshare’s network of charities, including afterschool and breakfast clubs, homeless shelters, and older people’s lunch clubs. It is anticipated that around 50 million meals will be distributed to families facing food insecurity during the costly winter season. Over the 12-week duration of the scheme, the amount of donations from IPL will vary depending on stock availability, continuing Asda and IPL’s longstanding support for the Coronation Food project.
Inspired by King Charles III, this significant initiative is part of a wider effort to combat food waste and insecurity across the UK, by rescuing surplus food and redistributing it to those most in need while also reducing carbon emissions. Asda and IPL have been actively involved in this initiative since 2023, with their support resulting in the provision of 1.2 million Christmas dinners in the initial phase, aiding nearly 4000 charities and over 450,000 individuals.
The ‘Winter Fruit & Veg Pledge’ marks 11 years of partnership between Asda and Fareshare, during which approximately 40 million meals have been redistributed, benefitting over 800 charities and community groups by directing surplus food from Asda stores and depots.
According to Jane Berry, IPL Group Managing Director, the donation of one million meals aims to address food poverty in the UK, especially during the colder months when charities are in urgent need of support. She expressed pride in the longstanding relationship with FareShare, highlighting the evolution of waste efficiencies and enhanced support for charities and communities over the years. Similarly, Kris Gibbon-Walsh, CEO at FareShare, expressed gratitude to Asda for their significant donation, emphasising the transformative impact it will have on those in need during the winter.
In addition to this initiative, Asda is also offering a ‘Big January Price Drop’ program, reducing prices on over 2,500 groceries and household essentials by an average of 26%. This initiative includes both branded and own-branded products, ranging from food items like chicken and cheese to household staples such as washing up liquid and baby nappies.
It’s heartening to see companies like Asda taking proactive steps to address issues of food waste and hunger in our communities. This initiative not only helps those in need but also contributes to environmental sustainability by reducing food waste and carbon emissions. As individuals, we can also support such initiatives by being mindful of our own food consumption and wastage, thereby contributing to a more sustainable future for all.