Co-op’s Steve Murrells to donate salary for new members’ coronavirus fund

• Murrells will donate 20% of his £870,000 annual salary over a three-month period

• Members can use the fund to donate their unspent existing rewards

• The retailer has also launched Co-operate, an online community centre focusing on mental health during the lockdown

Co-op boss Steve Murrells is donating a chunk of his salary to kick-start a new members’ coronavirus fund, to be channelled into food banks, funerals and frontline community causes.

The fund has been established so Co-op’s 4.6 million members can donate their unspent existing rewards – totalling more than £30m – into these vital areas.

Murrells will donate 20% of his £870,000 annual salary over a three-month period into the Co-op Members’ Coronavirus Fund.

Initially, the fund will be supporting food banks, a funeral bereavement fund established for those in financial hardship and local causes already being supported by the Co-op, as well as working to ease the impact of the present lockdown.

Co-op members receive a 5% reward every time they buy an own-brand product or service, which is held in an online wallet to be redeemed on future purchases. By visiting the Co-op’s website, members can donate the existing money in their wallet to the new fund.

“Millions of people are suffering financial hardship at the moment and so it felt right for me to offer to take this pay cut and directly support causes which are very important to me and close to my heart,” Murrells said.

“One per cent of what our members spend already goes to local causes and now if they wish they can donate their 5% personal rewards to help lessen the impact this emergency is having on millions of our fellow citizens.”

Last week, the Co-op announced it had pulled its Easter TV advertising campaign, which was originally publicising its chocolate eggs, and donated the airtime – worth £2.5m – to promoting the work of food bank charity FareShare.

In partnership with the charity, the Co-op created a TV commercial in tribute to the local heroes playing their part in feeding the nation during the coronavirus crisis.

It encouraged customers to support food banks by either donating in-store or via a text to a dedicated number, boosting the £1.5m of food Co-op has already pledged to FareShare.

In the past week, the Co-op has also launched Co-operate, an online community centre focusing on mental health during the lockdown. It connects vulnerable people to local and national support initiatives, as well as volunteers running virtual events such as exercise classes, music groups and arts & crafts classes. Those who can volunteer, require help or know someone who does, can visit co-operate.coop.co.uk/support.

Matt Atkinson, chief membership officer for the Co-op, added: “I know that many of our members want to support others at this very difficult time and our new fund makes it as simple as possible for them to contribute in their own way. The collective effort of our members could have a massive impact for thousands of lives in the weeks and months ahead.”