Asda is donating the equivalent of a million meals to fight hunger at the start of 2025 with a new winter fruit & veg pledge.
Running from January to March, the initiative will see over 420 tonnes of fresh fruit & vegetables donated to FareShare and the Coronation Food Project.
The donation will support FareShare’s nationwide network of charities, including afterschool and breakfast clubs, homelessness shelters, and older people’s lunch clubs.
A variety of fruit & vegetables will be donated as part of the project, including carrots, parsnips, cabbage, sprouts, pears, grapes, citrus fruits and potatoes.
The donations will be provided via Asda’s wholly owned subsidiary IPL.
The Winter Veg Pledge is the latest initiative launched by Asda, having recently marked 11 years of partnership with FareShare by hitting the milestone of the equivalent of 40 million meals in that time.
“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,” said Jane Berry, IPL group managing director.
“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.”
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