Tesco in Christmas turkey pledge for needy

Tesco has pledged to donate £1 from the sale of every fresh turkey this Christmas to help people in need.

The retailer, which made the bird the focal point in the first of five festive ads to air on Sunday 5 November, will share the proceeds equally between its food charity partners FareShare and The Trussell Trust.
The move comes as the supermarket giant launched its ‘Everyone’s Welcome’ campaign, with an ad showing a number of families preparing and cooking the poultry.
 
The commercial also highlighted the supermarket’s turkey selection, including the Narragansett, which falls under The Finest label and recently won the award for top Christmas turkey in the recent BBC Good Food awards.

“This year, our campaign will celebrate the many ways we come together at Christmas, and how food sits at the heart of it all,” Tesco chief customer officer Alessandra Bellini, said. “We’re delighted to work with our long-term charity partners FareShare and The Trussell Trust to donate £1 for every fresh turkey purchased to help feed people in need this Christmas – it’s another little help for our local communities at an important time of year.”

FareShare chief executive Lindsay Boswell said: “Christmas is the one time of year that brings everyone together. However, FareShare is seeing an increased demand to support charities who help people experiencing food poverty or who are alone at this time of year. This generous initiative from Tesco is perfect timing – it means we can help 6,700 charities across the country to continue providing food and life-changing services to those in need this Christmas.”

Samantha Stapley, operations manager at The Trussell Trust added: “We’re seeing soaring demand at foodbanks across the UK and, right now, thousands of people will be worrying about whether they can afford any food for the family this Christmas. This generous donation from Tesco will help us to support our foodbank network and tackle hunger in communities across the country, so we can hope in the future to see fewer people needing foodbanks – not only at Christmas, but all year round.”

The initiative builds on Tesco’s ongoing Food Collection programme, and its food surplus redistribution scheme, Community Food Connection.

Last year, the retailer pledged that no food that is safe for human consumption would go to waste from its UK operations.

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