Nurture Brands has switched its charitable donations to focus exclusively on food redistribution charity FareShare.
Previously the company had supported a range of both UK and international charities through its ‘1% for the Planet’ pledge.
The decision to focus on a domestic charity solely in the UK comes at a time when British families continue to struggle with the cost of living crisis, said the FMCG group.
The move would see 1% of all Nurture Brand’s net product revenue going exclusively to FareShare, helping the charity direct more good-to-eat food to people who need it, rather than going to waste.
Founded in 2019, Nurture’s portfolio includes Rebel Kitchen juices and raw coconut water, Emily seaweed and vegetable crisps and Jax Coco.
The company aims to create a business scale similar to an FMCG giant, but looks to achieve it with “ethics, sustainability and purpose at its heart”, it said.
“With many British households continuing to be under severe economic pressure, it makes sense for us to concentrate our support in Nurture’s home market. FareShare’s work is unparalleled in reach and impact, so we’re delighted to cement our relationship with it - and help support those most in need in the UK,” said Sarah Lawson, Nurture Brands’ marketing director.
For 30 years, FareShare has been working with the food industry to redistribute surplus food to a network of over 8,000 charities in the UK. In 2023-24, the charity distributed 56,000 tonnes of food, reaching over a million people and supporting communities in need.
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