The retailer is teaming up with food redistribution charity FareShare to run the ‘Million Meal Appeal’ across of its stores, encouraging customers to donate food items whilst they shop.
The campaign is a huge boost to FareShare’s work – last year, the appeal took place in 600 Sainsbury’s stores over one day, resulting in 600,000 meals being donated by customers. Each donation was matched by Sainsbury’s totalling 1.2 million meals.
Sainsbury’s and FareShare have been working together for almost two decades to help relieve food poverty, which forms part of the retailer’s policy to send no food waste to landfill within its normal operations.
Whilst surplus food tends to be fresh produce, the appeal focuses on long-life cupboard essentials such as dried pasta and rice as well as tinned food, instant coffee and tea.
According to research, less than 5% of food waste is generated by retail, compared to nearly 50% from households.
Maxine Perella