UK breakfast brand FUEL10K have joined forces with FareShare, the UK’s largest food redistribution charity for a nationwide porridge donation project. Throughout the month of February, FUEL10K will be donating a portion of porridge for every pot they sell.
Through on-shelf promotions, and with their nationwide listings with supermarkets, online retailers and convenience stores, FUEL10K expect to sell more than 500,000 of their Protein Boosted Porridge Pots in one month alone. This means that more than 10 tonnes of FUEL10K porridge will be donated to the many charities and community groups that FareShare supports.
8.4 million people in the UK are struggling to access nutritious food and drink, with 4.7 million of these living in severely food insecure homes. This means their food intake is greatly reduced and children regularly experience physical sensations of hunger. *
Jason Kerr, Co- Founder of FUEL10K, explains: ‘this collaboration with FareShare means so much to the entire FUEL10K family and we’re delighted to be working so closely with them. At a time when so many people and organisations are struggling, we count ourselves extremely fortunate to be in a position to be able to donate so many of our nutritious breakfasts. Teaming up with such a credible organization as FareShare, means that we can be confident that our porridge will reach those most in need.’
FareShare provides enough food to create almost a million meals for vulnerable people every week. It redistributes surplus food through a network of 11,000 frontline organisations, across the UK such as homeless hostels, school breakfast clubs, domestic violence refuges, older people’s lunch clubs Consumers can get involved in FUEL10K’scampaign by purchasing a pot of their FUEL10K porridge during the month of February. With each purchase, FUEL10K will donate a portion of porridge.
Lindsay Boswell, CEO of FareShare said:
“FareShare works with thousands of charities and community groups around the UK to get food onto the plates of those who are most vulnerable. With millions of families struggling to eat because of the pandemic, we are very grateful for Fuel 10k’s support and generous donation at this critical time.”
After the recent launch of their new Super Berry porridge, FUEL10K’s porridge pot range is now available in 5 flavours. The porridge pots are widely available in major UK grocery stores ASDA, Morrisons, Tesco, Co-Op and Booths, as well online at Amazon and in many convenience stores, including Nisa, Costcutter, Key Stores and Spar.
*Figures from FAO UN, Voices of the Hungry, 2016