Initiative aims to donate 420 tonnes of fresh fruit and veg for redistribution to charitable causes
Asda is bringing back its Winter Fruit and Veg Pledge, which expects to see the equivalent of one million meals donated at the start of this year.
The initiative, launched last year, is part of its partnership with FareShare and the Coronation Food Project, and will see over 420 tonnes of fresh fruit and vegetables donated to the UK’s leading food redistribution charity over the next 12 weeks.
A range of fruit and vegetables will be donated as part of the project, including grapes, citrus, apples, tomatoes, lettuce, sweet potatoes, onions, potatoes, butternut squash, ginger, chillies, parsnips and sprouts.
The donations will be provided via Asda’s subsidiary IPL by redirecting surplus ingredients directly from producers. Suppliers supporting the initiative include Strawson Produce, Benzie Produce, Frank Clarke & Sons, Lincolnshire Field Products, Poskitts, Len Wright Salads, Wealmoor, Minor Weir & Willis, Bedfordshire Growers, and CH Robinson.
Asda said that the return of the donation will ensure FareShare’s nationwide network of over 8,000 charities and community groups are well-supported with fruit and vegetables. The groups include after-school and breakfast clubs, homelessness shelters, and older people’s lunch clubs.
Rowena White, produce commercial director at Asda, said: “The colder months bring added pressure for families facing food poverty in the UK, so by bringing back this initiative, we can continue to make a real difference to vulnerable communities.
“We’re proud to continue our longstanding partnership with FareShare, which has seen Asda redistribute the equivalent of 10 million meals through IPL since 2011, ensuring that redistributed food reaches the people who need it most.”
