Sainsbury’s announces new initiative to tackle food poverty
Sainsbury’s is to donate 50p to Comic Relief from every product sold in its Inspired to Cook range between now and 11 July.
Building on the retailer’s longstanding partnership with Comic Relief, the move is part of Sainsbury’s Nourish the Nation initiative, which supports organisations such as Feeding Britain and The Bread and Butter Thing in their work to help alleviate food poverty.
Sainsbury’s hopes the six-week donation drive will contribute at least £3 million to scheme.
Sainsbury’s Inspired to Cook range has over 200 different products including condiments, fresh herb mixes and easy sauces for simple home cooking. To support the initiative and inspire shoppers to get cooking at home, Sainsbury’s has unveiled five new dinner-time recipes that aim to remove some of the traditional barriers from home cooking such as time, effort and lack of inspiration.
Sainsbury’s Nourish the Nation programme kicked off last November with a £1.5 million donation to Comic Relief, Fareshare and other key redistribution partners. There was also a pledge to match customer donations up to £1.5 million.
Ruth Cranston, director of corporate responsibility and sustainability at Sainsbury’s, said: “Through Nourish the Nation, we are committed to ensuring the communities we serve have access to balanced, nutritional, and sustainable food sources. The donations from our Inspired to Cook range is just one of the ways we are working to further support the vital work of Comic Relief, while also inspiring our customers to explore new simple, tasty and nutritious meals to add to their weekly repertoire.”
