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Hunger Month 2022 raises 2,5 million meals


2022 Hunger Month more than triples 2021 monies raised.

What a successful Hunger Month campaign we had this year! For the 6th year running, Food Lover’s Market ran its annual month-long in-store initiative to raise awareness and funds for meals for the hungry by encouraging customers to purchase selected partner products. And this year, we had a phenomenal response from customers and our partners!

Through the support of our partners, FLM had already initially raised 1.1 million meals that would be distributed through FoodForward SA, whose focus is reducing hunger in the country. With 30 million food-insecure South Africans, it’s easy to understand that hunger and food insecurity is a very serious issue.

This year, FLM and its partners changed their approach to collecting meals by making a very large contribution upfront. With Tru-Cape as the biggest donor, FLM’s in-store Hunger Month campaign was supported by Westfalia, Hexco, Crest Shelf, Wegro, African Fresh, Fresh Approach, The Fruit Farm Group and Dapper Market Agents, as well as a sizable donation raised by our Groceries department.

During May, shoppers could volunteer to buy a meal at an FLM till point – 68 cents will feed one South African, while a mere R6,80 will feed ten – and on World Hunger Day, 28 May, FLM matched any meal bought by a shopper at till points. “With the initial cash injection, we came out of the gate swinging and we are proud to announce that FLM raised a total of R1,710,338.04 for FoodForward SA, which equates to over 2,5 million meals donated,” says Kate Marais, CSI Manager for Food Lover’s Market.

“Our thanks to all our colleagues who promoted the campaign in stores and to everyone who was involved in its successful execution,” adds Kate. “Our customers and colleagues went over and above to make this achievement possible – it has been unbelievable! I am so very proud of everyone’s efforts this year,” says Brian Coppin, CEO of Food Lover’s Market.

THANK YOU to everyone for your relentless passion, hard work and dedication to making this year’s Hunger Month Campaign a HUGE SUCCESS!!


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