In a significant initiative, a leading drinks company has joined forces with a prominent retailer to help combat food poverty by donating fruit and vegetables whenever a specific smoothie is purchased.
For every ‘Mango & Passionfruit’ and ‘Strawberry & Banana’ smoothie bought until 19 November, the drinks company will contribute the equivalent cost of a fruit and vegetable portion to the Alexandra Rose Charity. This effort addresses concerning statistics that only one-third of adults and just 12% of 11 to 18-year-olds achieve the advised ‘five a day’ intake.
The disparity is more pronounced among lower-income families, where the most deprived fifth of adults consume 37% less fruit and vegetables compared to the most affluent, and their children 29%. These figures highlight a significant nutrition gap that this partnership aims to close.
The collaboration is projected to result in 520,000 portions of fruit and vegetables being donated by the end of the year. These will be distributed via Rose Vouchers, assisting families in buying fresh produce from local markets as part of the Fruit & Veg Project.
John Taylor, the general manager for UK and Ireland of the drinks company, emphasised the company’s mission to enhance fruit and vegetable access: ‘At our company, we strive to ensure everyone receives the nutritional benefits of fruit and vegetables. While our drinks are packed with these nutrients, we recognise that many individuals still consume insufficient amounts.’
He further noted that financial barriers often prevent lower-income families from providing essential nutrition for their children. The partnership signifies an enduring commitment to supporting these families by improving access to healthier diets.
Sinead Bell, the commercial director of the retailer, remarked on the importance of tackling food poverty and improving food access, acknowledging the company’s pride in participating in this vital campaign.
This collaboration stands as a beacon of hope for improved nutritional access, indicating a step forward in addressing dietary deficiencies prevalent in disadvantaged communities.
