Asda is donating the equivalent of one million breakfast meals to mark 10 years of its partnership with food waste charity FareShare.
The donations are being provided via Asda’s wholly owned subsidiary IPL and will consist of a portion of cereal as well as a piece of fruit supplied to the Magic Breakfasts programme via FareShare.
It comes in addition to the one million Christmas dinners that Asda and IPL are donating to the charity as part of its support for the Coronation Food Project, which launched last week. Through the project, leading grocers including Asda, Sainsbury’s and Tesco will support the 13m people experiencing food insecurity in the UK.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The supermarket giant has worked in partnership with FareShare since 2013 and in that time, it has provided the equivalent of over 30m meals of surplus food from its stores and depots.
This food has been redistributed by FareShare to over 7,000 separate charities and community groups.
Asda chief commercial officer for food Kris Comerford said: “Our partnership with FareShare has already helped to provide thousands of charites and community groups with much-needed support and simultaneously helped to reduce the amount of food that goes to waste.
“We are incredibly proud to have been able to work with FareShare to help in our communities and we know that these million breakfasts will go some way to helping those in need this Christmastime.”
