South Africa’s leading fresh produce retailer joins forces with Tru-Cape Fruit Marketing, Wenpro, Simpl. Juice and Rugani to feed 1million vulnerable South Africans though FoodForward SA.
May 2019 – The Food Lover’s Market Hunger Month initiative is a month-long in-store campaign aimed at raising awareness and funds for meals by encouraging consumers to purchase selected partner products in any Food Lover’s Market nationwide. Despite South Africa being a net exporter of food, 14 million citizens are vulnerable to hunger on a daily basis and the campaign – now in its third year – hopes to reach and exceed 1 million meals in 2019. The campaign raised enough money to facilitate the distribution of 733 179 meals last year.
Shoppers can show their support by purchasing any of the following products in Food Lover’s Market stores:
- 1.5kg bag of Tru-Cape Apples or a 1.5kg bag of Tru-Cape Pears;
- 7kg pocket of potatoes or onions from Wenpro;
- 1.5L Simpl. Juice;
- 3kg bag of Rugani carrots or a 750ml Rugani Veggie Juice.
Any of these products, bought between 1 May and 28 May 2019, will contribute the required R0.90c FoodForward SA needs to provide one meal’s worth of food to a hungry South African. In addition, Food Lover’s Market will donate R0.90c for any burger meal sold in Market Cafe’s during the month of May and will donate 1% of turnover on 28 May directly to FoodForwardSA.
Says Kate Marais, Head of CSI at Food Lover’s Market, “Statistics from the latest South African Health and Nutrition Examination Survey found that 28% of urban households are at risk of being hungry, while 26% are already experiencing hunger. In rural areas, the statistics are higher at 32% and 36% respectively.”
“To us it means that food insecurity is a real problem faced by a significant portion of our population and it’s no longer just the problem of an NGO, government or corporate – but it’s really everyone’s problem.”
“FoodForward SA has a partnership with Food Lover’s Market that goes back several years. The annual Food Lover’s Market Hunger Month initiative is the result of the strengthening of this relationship, to ensure that we strategically address South Africa’s very serious hunger problem in innovative ways. This is an opportunity for consumers not only to engage with our work as FoodForward SA, but to get involved and be part of the solution in a practical and positive way,” said Andy Du Plessis, Managing Director of FoodForward SA.
Tru-Cape Managing Director Roelf Pienaar says: “We take our responsibility for the livelihoods of the many thousand people involved in our business very seriously as we all rely on the successful sale of South African apples and pears to put food on our tables. Tru-Cape’s on-going involvement with Hunger Month helps us focus on the positive impact we have in securing future food security locally and globally. Tru-Cape apples and pears are nutrient-dense and provide easy-access energy in a convenient and easily portable product. Truly, Takeaways from Nature.”
Food Lover’s Market Hunger Month culminates on 28 May – which is World Hunger Day – and Food Lover’s Market will be donating 1% of its overall sales on this day, towards the initiative.
“Each partner product has been hand-picked for the fact that it’s an easy household staple. This makes it easy for everyone to do their bit – we would like to encourage our shoppers to get involved,” concludes Marais.
The Food Lover’s Market Hunger Month campaign will be supported by national marketing that includes in-store displays, awareness through Food Lover’s Market weekly leaflets, digital media and a public relations campaign.
We invite all media and social media influencers to join us in helping vulnerable South Africans by supporting Hunger Month with the hashtag #HungerMonthSA