Food Lover’s Market’s “Hunger Month” campaign raises over 730 000 meals for vulnerable South Africans

FoodForward SA in partnership with Food Lover’s Market, Tru Cape Fruit Marketing, Rugani Carrots and Simpl. Fruit Juices raised R579,152.53 during the Hunger Month campaign in May. That’s enough money to feed 733 179 vulnerable South Africans. This was a substantial increase on the 2017 campaign – at the end of which, a total of R243 937 was raised, which facilitated the provision of 280 000 meals.

Launched on 01 May 2018, consumers were invited to participate by making the active decision to purchase from the campaign partners, as well as shopping in a Food Lover’s Market on World Hunger Day on 28 May 2018. Shoppers could show their support by purchasing a 1.5kg bag of Tru-Cape Apples or a 1.5kg bag of Tru-Cape Pears, any 1.5L Simpl Juice, a 3kg bag of Rugani carrots or a 750ml Rugani Veggie Juice. Any of these products, purchased between 1 May and 28 May 2018, contributed the required R0,79 FoodForward SA needs to provide one hungry South African with a meal.

Says Andrew Millson – Head of Sustainability for the Food Lover’s Market Group, ‘The Hunger Month campaign, piloted by Food Lover’s Market’s sustainability arm – Earth Lovers – seeks to raise awareness of the plight of vulnerable South Africans that go without a meal on a daily basis. As part of our consistent CSI impetus, we support and sponsor local and national charitable organisations so that we can create meaningful social impact – primarily in the areas of food and health.”

“Our partners in this campaign – Tru-Cape Fruit Marketing, Rugani Carrots and Simpl Fruit Juices – have been incredible in their support of this initiative. Of course, it’s not just about raising funds towards meals, but also an opportunity to shine a massive spotlight on the millions of South Africans that are vulnerable to hunger – meaning that they do not always know where they will find their next meal.”

Tru-Cape Fruit Marketing’s Marketing Director, Conrad Fick, says to make tomorrow better we have to start today: “Tru-Cape growers have battled drought and hail damage recently, but the imperative to help others is something we are all pleased to support.”

Concludes Millson, “We want to thank our customers and our campaign partners for the invaluable support during Food Lover’s Market Hunger Month. It is massively encouraging to see how individuals and our partner companies have stepped up and their contribution has been incredible.”

FoodForward SA Managing Director, Andy Du Plessis, would like to thank Food Lover’s Market and all partners that have come on board in trying to alleviate hunger to vulnerable South Africans. “It is heart-warming to see so many people come together and support the work FoodForward SA does. We are grateful to have more than doubled the meals received last year.”

The Food Lover’s Market Hunger Month campaign was supported by national marketing that included in-store displays, awareness on Food Lover’s Market weekly leaflets, digital media and a public relations campaign that enjoyed positive support from media outlets and social media influencers.