A landmark donation of 1 million Pink Lady® apples has been reached as part of the brand, and its supply chain’s, commitment to FareShare, the UK’s biggest charity fighting hunger and food waste.
This summer saw an initial donation of 300,000 apples communicated via an on-pack sticker in selected retailers, helping raise awareness of the amazing work the charity does, as well as showing consumers their purchase is making a difference to the lives of others. The donation increased to 1 million apples by October with the brilliant support of Pink Lady® South African licensee Fruitways. Thanks to these ongoing donations, the Pink Lady® brand has been awarded FareShare’s Leading Food Partner Logo.
Pink Lady® and FareShare have been working together since 2020, and this marks a landmark donation in the partnership. The contribution is equivalent to more than 300,000 meals helping over 2,900 charities within FareShare’s distribution network.
Emma Brown, Commercial Manager at FareShare, said: “Due to the cost-of-living crisis, we are seeing an increased need from the charities and community groups which rely on food from FareShare. Nutritious food – and fresh produce in particular – is so valuable to our network, so the donation of 1 million Pink Lady® apples has made a huge impact.”
Lynn Shaw, Marketing Manager at Pink Lady® UK said: “We’re incredibly proud of our work with FareShare and it’s an honour to have received their Leading Food Partner accreditation. We’re committed to building a lasting partnership with FareShare as we know how many charities within their network need good quality fresh produce. We’d like to give a special thanks to our licensee Fruitways, who have been central to making this donation of a million apples possible.
“The recent on-pack campaign which publicised our support of FareShare on our PinKids® apples was seen by more than 200,000 people across the UK in multiple retailers. We were delighted with the response to the campaign, and it was great to be able to play a part in raising the profile of FareShare amongst a broad range of consumers.”
FareShare accepts all categories of safe-to-eat food from a variety of organisations. Fresh produce brands can easily redistribute surplus stock to FareShare, and the team are always happy to work within the operational needs of donors to make the process as simple and sustainable as possible.