Hunger Month raises 914 000 meals for vulnerable South Africans

For the third consecutive year, Food Lover’s Market has supported the World Hunger Day initiative by running a month-long campaign to support Food Forward SA. Established in 2009, Food Forward SA aims to address widespread hunger in South Africa by connecting by recovering quality edible surplus food from the food retail environment and distributing it to community organisations that serve the vulnerable. More than 80% of the food recovered is nutritious food.

While the aim was to achieve 1 million meals in 2019, we were thrilled to donate over 914 000 meals to a range of children’s homes, old age homes and other beneficiaries of the Food Forward program. Since the inception of this campaign in 2017, Food Lover”s Market has donated almost 2 million meals, all of which would not have been made possible without the support from our wonderful partners – TruCape, Rugani and Simpl juices.  In 2019 Crest Shelf potatoes joined the initiative.  

Launched on 01 May 2019 and culminating on World Hunger Day on 28 May, 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 2019. Shoppers could show their support by purchasing a bag of Tru-Cape Apples or Tru-Cape Pears, any 1.5L Simpl. Juice, a bag of Rugani carrots or Rugani Veggie Juice and a pocket of Crest Shelf potatoes. Any of these products, purchased between 1 May and 28 May 2019, contributed the required R0,91 cents FoodForward SA needs to provide one hungry South African with a meal. In addition to the month-long campaign, Food Lover’s Market managers also came on board to offer burgers to impoverished people in their immediate community on Hunger Day.

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.

We want to thank our customers and 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.