Nearly half of South Africans face hunger, as Food Lover’s Market launches its annual Hunger Month campaign aiming to deliver 10 million meals through collective action nationwide.
Hunger remains one of South Africa’s most pressing social challenges, with new data showing that nearly one in two people are affected by food insecurity.
In response, Food Lover’s Market has launched its 10th annual Hunger Month campaign, calling on customers, suppliers and partners to help reach a target of 10 million meals during May.
The campaign builds on insights from FoodForward SA’s latest State of Household Food Insecurity report, which highlights that hunger is not a temporary crisis, but a persistent reality for millions of households. Many families are forced to reduce portion sizes or skip meals entirely, with children among the most vulnerable.
Food Lover’s Market says the campaign is designed to turn awareness into action, leveraging its national footprint to drive meaningful participation.
“Food insecurity is one of the most urgent challenges facing our country today, and it requires a collective response,” said Andrew Millson, Head of People and Sustainability at Food Lover’s Market.
“Hunger Month allows us to bring together our customers, suppliers and partners in a way that is practical and impactful.”
At the centre of the initiative is a simple model: through FoodForward SA’s network, just 47 cents can provide a meal by covering the logistics required to recover and distribute surplus food.
The campaign also highlights the role of partnerships. Supplier partner Tru-Cape has continued its support into the campaign’s milestone year, reinforcing the importance of collaboration in addressing large-scale challenges.
“This campaign has shown remarkable growth… a testament to what can be achieved when businesses and communities unite behind a common cause,” said Roelf Pienaar, Managing Director of Tru-Cape.
Since its launch, Hunger Month has contributed more than 21.5 million meals during May alone, demonstrating the scale that can be achieved through coordinated action.
Customers can participate by donating at the till across Food Lover’s Market stores and its broader network, including FreshStop, VetsMart, Market Liquors and Food Lover’s Eatery.
As the campaign marks its 10th year, the message is clear — small contributions, when multiplied across communities, can create significant impact.
With hunger continuing to affect millions, the initiative offers a practical way for South Africans to contribute to a solution that is both immediate and scalable.
