South Africans helped provide more than 16 million meals through Food Lover’s Market’s Hunger Month campaign, delivering vital support to vulnerable communities nationwide.
Food Lover’s Market and FoodForward SA are celebrating a record-breaking outcome following the retailer’s 10th annual Hunger Month campaign, which raised 16,357,829 meals for vulnerable South Africans.
The campaign, held throughout May, mobilised shoppers, suppliers, employees and business partners across the country to support efforts aimed at addressing food insecurity and hunger.
The achievement exceeded the campaign’s original target of 10 million meals and represents the most successful Hunger Month campaign in Food Lover’s Market’s history.
According to FoodForward SA’s State of Household Food Insecurity in South Africa report, nearly 70% of South African households experience chronic food insecurity, despite millions of tons of edible food being wasted every year.
Through FoodForward SA’s food recovery and redistribution model, every donated meal goes further. Because the food distributed is donated, the organisation’s cost per meal is just R0.47, allowing contributions to have a significant impact on communities facing hunger.
Andy Du Plessis, Managing Director of FoodForward SA, said the campaign demonstrates the power of collective action.
“Hunger Month demonstrates what is possible when people take small actions consistently. As food insecurity and malnutrition continue to worsen, we need to scale up our efforts to reach as many vulnerable communities as possible.”
Du Plessis thanked Food Lover’s Market, its suppliers, customers and staff for their contribution to the campaign’s success.
“Their collective support will help provide nutritious food to nearly one million vulnerable people across South Africa, while reinforcing the power of collaboration in addressing hunger at scale.”
The campaign forms part of a decade-long partnership between Food Lover’s Market and FoodForward SA that has helped provide more than 37 million meals to people facing hunger over the past ten years.
Support for the initiative came from across the Food Lover’s family of brands, including Food Lover’s Market, FreshStop, VetSmart, Food Lover’s Eatery and Market Liquors.
Food Lover’s Market Group CEO Brian Coppin said the result reflects the generosity of ordinary South Africans who chose to help others despite economic pressures of their own.
“As I reflect on that number, I am filled with gratitude. Not only for the meals themselves, but for what they represent, thousands of people choosing to help others at a time when many are facing challenges of their own.”
“To every customer who donated at the till, thank you. Your generosity will help FoodForward SA and its network of community partners support families and communities across South Africa.”
The record-breaking campaign highlights the role that partnerships between businesses, non-profit organisations and consumers can play in tackling food insecurity while ensuring surplus food reaches those who need it most.
