Pink Lady® apples, the number 1 fresh produce brand, is pleased to announce it is extending its partnership with FareShare, the UK’s largest charity fighting hunger and food waste, to help combat hunger this Christmas.
In collaboration with Pink Lady® Europe, the leading apple brand, which first teamed up with the charity in support of its Summer Appeal earlier this year, has committed to a donation of over 40,000 Pink Lady® apples which will be distributed as part of FareShare’s Christmas Appeal. The original donation of just over 20,000 apples, was generously matched with a further 20,000 apples from Kent-based Pink Lady® importers, Total WorldFresh, meaning that the brand has been able to support even more families in need this Christmas.
The Christmas appeal aims to combat hunger and malnutrition amongst children and families over the festive period. FareShare takes donated and surplus produce from the food industry and redistributes it to charities across the UK.
Pink Lady®’s support of FareShare has also been extended to its latest lifestyle campaign, which saw the brand team up with illustrator Abigail Burch to create a series of limited-edition art prints inspired by Pink Lady® apples. The 30 limited-edition prints are on sale for £20 each, with Pink Lady® apples matching the sale of each print with a £20 donation to FareShare.
Insights from FareShare show that demand for food has more than doubled as a result of the pandemic and support from brands such as Pink Lady® is pivotal to maintaining the services they provide. The provision of apples from Pink Lady® will be donated throughout December and distributed by FareShare to charitable organisations and community groups across the country who are in need of nutritious food for the families they support.
Joanna Dyson, Head of Food at FareShare, said: “Christmas is always an incredibly challenging time of year for vulnerable children and families, particularly following the outbreak of the pandemic, which has presented a multitude of difficulties for millions of us across the UK.
“Top quality fresh fruit is particularly valuable as we are committed to providing as much nutritious, healthy food as possible for the children and families supported by FareShare’s network of 11,000 charities. With many people facing financial struggles and food insecurity over the festive season, this donation from Pink Lady® and their partners will make a big difference to the communities we support.”
Kyla Flynn, PR and Social Manager for Pink Lady® apples said: “We are thrilled to be extending our partnership with FareShare to help families in need this Christmas. We were delighted to hear how our donation to the Summer Appeal made a difference to those who received our apples, so we felt passionate about extending our support to help more people experiencing food poverty over the festive period. As a brand, we firmly believe that every child and family should be entitled to a happy and healthy Christmas and start to the New Year, so we’re pleased to be able to support FareShare in this effort.
“This donation would not have been possible without the hard work and support of our Pink Lady® family in Europe, and of course the match donation provided by our dedicated UK licensee, Total WorldFresh. Thanks to everyone involved, we have collectively been able to source and provide over 40,500 Pink Lady® apples so we can assist even more families in need this Christmas.”
FareShare regularly accepts fresh produce from a variety of organisations. Its belief is that fresh produce is essential for the people it supports and shouldn’t go to waste. Fresh produce brands can easily donate surplus stock to the organisation and the team are always happy to work within the operational needs of donors to make the process as simple and sustainable as possible.
Kyla Flynn comments: “Collaborating with FareShare this year has been seamless, and we are so impressed by just how straightforward it is to donate to the charity. The FareShare team has such a wealth of experience and knowledge of how the fresh produce industry works and have developed a sophisticated infrastructure and process which makes it practical for brands and suppliers to make donations.”