Asda is to donate nearly £1m over the next few years to Community Alcohol Partnerships (CAP) to help provide support for alcohol harm reduction in local communities.
The new funding will see around £300,000 annually donated to the non-profit organisation, allowing them to set up local partnerships with an aim to reduce alcohol harm in children and young people.
It is designed to expand CAP’s outreach growth in key high-harm regions including Scotland, the North East, North West, and South West of England as well as re-starting the CAP programme in Northern Ireland.
Asda Food chief commercial officer Kris Comerford said: “At Asda, we recognise the importance of ensuring a healthy, alcohol-free, childhood and by committing funding to CAP we will be able to help to provide vital support to at-risk groups in communities that previously have not had access to these valuable resources.
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“By significantly increasing Asda’s support for CAP, we hope to spread the real-world benefits of CAP to more people and more communities across UK.”
CAP chair Derek Lewis added: “There is still much to be done to reduce the harms caused by underage drinking and ensure that children enter adulthood with both the essential knowledge about alcohol and a responsible attitude to its consumption.
“The additional funding provided by Asda will enable us to turbocharge our efforts and give greater focus to parental attitudes and behaviour. Asda’s planned in-store communications will provide valuable help in amplifying CAP’s key messages.”
The latest funding for CAP, which Asda has supported since 2009, follows a wave of charitable donations by the supermarket giant in recent years.
Late late year, the grocer renewed its ‘Tickled Pink’ campaign for breast cancer awareness, while Asda also joined forces with other senior leaders in the food industry to support King Charles Coronation Food Project.
