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  • Writer's picturePaul Andrews

Asda Donates 1 Million Breakfast Meals Marking Decade Of FareShare Partnership

Asda has announced that it will provide the equivalent of one million breakfast meals to mark 10 years of its partnership with FareShare, the UK’s biggest charity fighting hunger and tackling food waste.

The donations are being provided via Asda’s wholly owned subsidiary IPL and will consist of a portion of cereal as well as a piece of fruit supplied to the Magic Breakfasts programme via FareShare.

Asda has worked in partnership with FareShare since 2013 and in that time, it has provided the equivalent of over 30 million meals of surplus food from its stores and depots. This food has been redistributed by FareShare to over 7000 separate charities and community groups in the process.

Thanks to support from Asda, FareShare has received £13 million in corporate donations through Asda’s Fight Hunger, Create Change programme, which helped to increase FareShare distribution capabilities throughout the Covid-19 pandemic.

Magic Breakfast is a charity that delivers free breakfasts to school children facing hunger every day, working with primary, secondary, ASL / Special Educational Needs schools and Pupil Referral Units, and serves 200,000 children and young people on a rolling basis.

This donation follows the one million Christmas Dinners that Asda and IPL are donating to FareShare through the festive period, as part of its support for the Coronation Food Project, which launched last week.

As well as the donations to FareShare, Asda continues to serve its communities by offering the Kids Eat for £1 meal deal which has now served over 2.6 million meals since its launch back in June 2022.

George Wright, CEO at FareShare said: “We would like to say a huge thank you and congratulations to all our friends at Asda. This has been one of the biggest partnerships FareShare has ever had. Over the last 10 years, Asda has donated an amazing £13 million, given us the equivalent of 30 million meals and supported 7000 charities."

"At every opportunity, Asda helps to identify, save and redistribute surplus food, helping FareShare ensure it goes to people who need it most, rather than to waste. Each and every person at Asda has given us amazing support and these incredible milestones would not have been reached without their dedication and commitment.”

Kris Comerford, Chief Commercial Officer – Food, said: “Our partnership with FareShare has already helped to provide thousands of Charites and community groups with much-needed support and simultaneously helped to reduce the amount of food that goes to waste. We are incredibly proud to have been able to work with FareShare to help in our communities and we know that these million breakfasts will go some way to helping those in need this Christmastime.”


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