In a significant step towards addressing food scarcity during the festive season, leading UK wholesalers have teamed up to support a food redistribution charity.
Coca-Cola Europacific Partners (CCEP) has initiated a campaign to contribute up to 300,000 meals to those in need, collaborating with FareShare, a UK charity dedicated to food redistribution. This initiative is a continuation of CCEP’s longstanding relationship with the charity, having already provided seven million surplus soft drinks since 2017.
The campaign, scheduled to run until 6 January 2025, involves a strategic move where CCEP will donate five meals to FareShare for each Coca-Cola Zero Sugar 6x2L pack purchased at Booker wholesale depots. Meanwhile, a comparable promotion is underway at Unitas and Bestway depots, with a similar donation ratio applied to Coca-Cola Zero Sugar 12x500ml packs.
Additionally, CCEP has pledged to donate a meal for every person attending their annual Christmas Truck tour, aiming to provide up to one million meals through FareShare this Christmas. This act of corporate social responsibility is warmly welcomed by the charity.
Ruth Fawcett, an associate director at CCEP, emphasised the positive impact of this campaign, noting the enthusiastic response from wholesale customers. She stated that their support plays a crucial role in combating hunger across the UK during this critical season.
Kirsty Ford, the head of fundraising at FareShare, expressed her appreciation for CCEP’s continued backing. She highlighted the dual benefit of this initiative: not only does it help supply food to those who need it, but it also prevents perfectly edible food from going to waste, thus addressing the cost-of-living challenges faced by many.
This collaborative effort between UK wholesalers and CCEP underscores the importance of corporate partnership in tackling food insecurity. As the festive season progresses, such initiatives continue to play a vital role in supporting communities in need.
