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Sainsbury's launches second Million Meal Appeal

This weekend, Sainsbury’s and FareShare will run what they claim will be the UK’s biggest ever single-charity food collection, the ‘Million Meal Appeal’, where Sainsbury’s customers will donate food items while doing their weekly shop.


Sainsbury's launches second Million Meal Appeal

This the second year that Sainsbury’s will run the appeal in partnership with the food poverty charity. The first appeal held on 26 November 2011 resulted in Sainsbury’s customers donating enough food for 600,000 meals.  This figure was matched by Sainsbury's, taking the total to 1.2 million meals.

The 2012 'Million Meal Appeal' will be held in around 900 Sainsbury's stores throughout the UK tomorrow and Sunday. Customers will be able to donate an item from the 'Million Meal Appeal' shopping list provided by FareShare volunteers and Sainsbury's Million Meal Appeal ambassadors in store.  Following purchase, the items will be placed in a collection point after checkout, with Sainsbury's matching every donation by customers. In addition, customers shopping with Sainsbury's online can choose to make a £1 donation to the appeal until 9 October.

Sainsbury's said the appeal supports its food donations programme as part of its policy to send no food waste to landfill within its normal operations.  While surplus food tends to be fresh produce, the appeal focuses on long-life cupboard essentials such as dried pasta, rice, tinned food, instant coffee and tea.

Sainsbury’s chief executive Justin King said: "We were overwhelmed by the success of the 'Million Meal Appeal' last year. Both our customers and our colleagues got right behind it. This year we're doubling our efforts to 'Help Feed Those In Need' by running it over two days instead of one, and also extending the number of stores it runs in and taking it online.  We've seen how for a relatively small cost, we and our customers can make huge difference, and would encourage everyone to get involved."

FareShare chief executive Lindsay Boswell added: "The Million Meal Appeal has come at a crucial time.  Around 5.8 million people are living in deep poverty in the UK, meaning they struggle to afford basic things like food. I hope many customers can support the appeal and help us to provide even more food to the range of charities we support across the country."

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